No Really… It's Real
So a trip to the local convenient store was better than usual today. Yes, I threw out a $10 bill with the hopes of not losing it, but I was pleasantly surprised. There is an old joke that goes… A man goes to heaven and tells God that he had a wonderful life with an awesome family and many blessings, but then asks ” Lord, why did I never ever win the lottery?” God replys, “Why did you never ever buy a ticket?”
So how do you treat your marketing? Like a process or a ticket? Sometimes it makes more sense to treat marketing like a lottery ticket, than a scientific process. Let me explain.
I am not a big gambler, but when my dad lived in Vegas and I brought my wife Kim to visit, and we would go to casinos for fun. The whole part of gambling is just have fun and only expect to lose the money you bring in. The thing about Kim is she would show up at a blackjack table and the dealers would teach her how to play and throw winnings at her. She could not lose!
Some people are lucky and some are blessed, but the main point is they are in the game somehow! You have to pay to play and sometimes you win and sometimes your lose. If I took a picture of all the losing or break even tickets (there were many more before this one) would you care?
Many people will profess that marketing is a science, but more often than not it's like buying lottery tickets. You keep spending money until one idea hits the jackpot. Having done this over and over, I get it. If you “Never buy the ticket”, then you have nothing to complain about!
Here are three ideas that can help make more sense of this:
- Place Your Bets: If you are like most people in business, you have thrown good money into bad. Sometimes you have to be willing to take a chance on an idea that sounds good but falls flat. I have hard drives filled with great ideas, files and iterations of things that I thought were great ideas but just acted like a poopy diaper that I had to change and throw away. You have to be willing to take a chance, but you also have to realize that the diaper is full in need of a change! Poo-Poo happens!
- Collect Your Winnings: Unless you have some kind of special karma, you have to buy “X” amount of losing tickets to get to a winner. More often than not you may only win your purchase back. In Vegas, they know how to make you feel good about not losing (winning your money back is known as “Kissing your sister”). You need to have resilience to keep trying until you find that idea that really clicks with your audience or clients. Keep buying tickets and cashing them in with hope!
- Invest In Your Future: Sometimes you just need help! One of the smartest things I have done is re-invest my winnings in an expert. If you can make three times on your investment would you take that bet? You have to do your homework and research. If you find the right person or group that can help you can meet or exceed that challenge, would you pay them for it?. You can't blame them if you fail, but you will certainly thank them if you succeed! Don't just go it alone, ask for help (most all CEO's, Presidents, and successful people do it, they just don't broadcast it).
Winning Is In The Eye of The Beholder
$1000 may be a drop in the bucket if your business sells $100,000 projects, but the point is… a win is a win. Sometimes you have to lose a bunch of $10's to win $1000 and sometimes you have to lose a bunch of $1000's to make $100,000's or millions! If you put some skin in the game, sometimes you win and sometimes you lose. But if you have the best product or service, people will notice and pay for it so you can cash in your ticket! If you feel confident and lucky… take a chance!
Your thoughts or comments?