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A book could be
written on this topic, but I’m not going to write a book. So
let’s get right to it.
You can fail your
way to success by:
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Managing the scope
of your failures--never fail so big you can’t afford to move
forward
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Learning from each
failure
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And always taking
the next step.
Rarely is everything
about a failed marketing attempt wrong. Figure out what went
right, do more of that. Figure out what went wrong, stop doing
those things, learn from them, and take the next step. As long
as you take the next step your failures won’t work against you.
They’ll inform your next step—your success.
Managing the scope
of your failures:
Large companies do
this every day. They call it testing. They test a new product
in Albuquerque before they roll it out nationally. Why? A
newspaper or TV ad in New Mexico costs a fraction of similar ads
in New York. Learn on a dime instead of a dollar.
If you want to start
using direct mail, for example, test on a portion of your total
universe of prospects, not the total number. Get the bugs out
by sending to 1,000 two or three times, then mail to the entire
10,000 list once you’re profitable at 1,000.
Learning from each
failure:
Be objective. If
you cannot, find someone who can.
The key:
Always take the next
step.
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