How Is Information Marketing is Like Math?
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Information marketing is definitely like math!
Here is a VERY interesting quote from a piece in today’s New York Times. The author of the piece is David Bornstein. He is quoting a guy named John Mighton, the founder of a school of math learning called “Jump Math.”
“No step is too small to ignore,” Mighton says. “Math is like a ladder. If you miss a step, sometimes you can’t go on. And then you start losing your confidence and then the hierarchies develop. It’s all interconnected.”
The exact same thing can be said for information marketing. Many people who attempt to launch a career selling info products get frustrated by their lack of success. From my experience, many of the folks they are attempting to learn from leave out steps. The net result? Few succeed. They get frustrated and leave.
Is this the fault of their teachers? In my opinion, YES! With the right teaching, ALMOST anyone can learn how to start and build a successful information marketing business.
If the problem lies with the teachers, then what are we to make of this fact?
It comes down to one of two possible reasons for most teachers. They are either incompetent teachers OR they are clever marketers who have no REAL interest in educating their students.
Let me explain.
I’ve been teaching information marketing for over 25 years. First offline and now online. One of the things I have always preached is the need to NOT leave any steps out. No matter how smart the people are who you’re teaching, if you leave steps out, people will have a REALLY hard time learning. Those who DO learn will have done so DESPITE your poor teaching skills.
Many teachers/mentors/gurus will leave steps out because they feel they might make people feel STUPID by including every single step of the process. Surely, you can skip the “obvious” ones, can’t you?
NO, you CAN’T!!
There are a lot of people who are teaching info marketing who have had NO background as teachers. They do not understand instructional design or how to make it easy for people to learn.
Thus, they skip steps.
That’s the first group of folks who teach.
The second group of “teachers” are much more CLEVER than that. They KNOW that the vast majority of people they instruct will not be able to understand what they teach. Students will meticulously go through the material and still won’t be able to make it work.
Thinking this is some fault of their own, the students will go back to the same teacher to buy additional material. Their thought being that they just need to learn the things they must have missed.
In fact, the FAULT was with the TEACHER. The teacher/guru/mentor intentionally left steps out in hopes that people would respond this way. They HOPE that you feel dumb and stupid. That all you need to do is buy the NEXT product from them. This will help you get over YOUR inadequacy and learn how to do it “right”.
Nothing could be further from the truth.
Just like with the above example about kids learning math, you need to be given all the steps. If you aren’t, it’s not YOUR fault that you couldn’t get your business selling info products up and running. It’s CLEARLY the fault of your teacher.
The other BIG problem has to do with time frames that are promised by many teachers. In their sales copy they represent this to be a GET-RICH-QUICK kind of business.
To do it right, nothing could be FURTHER from the truth.
Seth Godin, in his book “The Dip” discusses how things work when someone is learning something new. The vast majority of people trying to learn anything never succeed in getting GOOD at it. The reason? They are not willing to do it POORLY to start.
They aren’t willing to go through THE DIP to get to the “other side.” That other side is where you start to get pretty darned good at something.
The exact same thing happens with info marketers. They get started and expect success to happen VERY quickly. That’s what they have been told in the sales copy they read that enticed them to buy the product.
When they don’t get success quickly, some give up. They blame it on themselves. Nothing could be further from the truth. They weren’t given all the steps AND they were promised a time frame to achieve success that was utterly ridiculous.
So, if you want to succeed in the information marketing business, first choose the right teacher. Second, understand that it will take time. More time than you’ve heard from those charlatans claiming you can get rich overnight.
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