Info Marketer Perry Marshall’s Wisdom
I read this in an email today, “If you look at everything you do as a science experiment – instead of “Custer’s Last Stand” – you’ll never fail again. You’ll just test your way to success. Failure = testing.” I am absorbing that equation, and thinking that Perry Marshall’s perspective is dead on.
We created an info product together a while ago because he is THE pay-per-click guy, as well as thoroughly conversant on many information marketing topics, online and offline as well. Each of us has worked with a lot of clients over the years, so Perry and I have both observed that it’s all about getting out there and doing something, not waiting for the right moment to spring the ideal product on the perfect prospect.
No matter what, it’s better to get started and to learn from the process than to obsess on perfection. Perfectionists do NOT make good info marketers for this reason. Understanding that every apparent dead end is really just a stop sign on the road to success is crucial to staying in motion.
Failure = testing means you have the ability to think like a big corporation that spends millions on split testing, even if you are a solo entrepreneur using alternate subject lines to each half of your small list.
I honestly believe that the happiest people are the ones who see their misfortunes and their dead ends as testing or learning. I knew a mom who used to say, “Well, Dear, at least now you know one more thing you don’t want to do.” Smart mom.