Hello, my name is Clay Collins, and I am about to book a flight to Hawaii, but before I do that, I want to say welcome to today’s episode of the Marketing Show.
So I’m about to tell you my favorite quote of the last 3 months, but before I do that, I want to share a random little fact with you. According to the Washington Post – and I’ve just read this the other day – the average American buys 3.4 pairs of underwear each year. Actually, the average American male does. James, that’s kind of gross, right?
James: That’s disgusting.
Clay: Yeah, how many pairs of underwear do you buy per year?
James: It’s been 10 years since I bought a new pair.
Clay: Okay. Yeah, I buy a pair everyday. I have an Amazon.com subscription actually.
James: Nice. I should get one of those.
Clay: Yeah. So I want to start out this episode by telling you a story about a friend who recently attempted a product launch that kind of bombed. It didn’t do as well as he had hoped and as well as he had thought. And the reason it bombed, according to this person, was they had heard my friend, Jeff Walker, speak on stage about product launches. They had gotten some accumulated knowledge. They’d heard stories from other product launches and they had seen product launches, but they had never bought a product on how to do product launches. They had lots of general knowledge about how to execute, but they had very little specific knowledge, specific knowledge on how to launch their product. So they winged it based on generalities. And this brings me to a quote by one of my favorite people, Napoleon Hill, who said this: “General knowledge, no matter how great in quantity or variety it may be is of little use in the accumulation of money.”
Well, my version of this quote goes like this. “General knowledge, no matter how great in quantity or variety it may be is of absolutely, positively no use whatsoever when it comes to marketing. Period and end of story.” If you were going to go skydiving, you wouldn’t just watch someone else skydive, and you wouldn’t just collect a bunch of stories about skydiving and how and why it works, and then do it yourself. You’d probably get specific tactical training about what cord to pull at what time, how to position your body when you’re about to land, and you’d probably, you know, do tandem parachuting for a while before you even attempted it.
So why is it that so many people in their businesses bet the farm and their entire business on a marketing campaign about which they only have general knowledge, hearsay knowledge? Why do so many people try and launch with only conceptual information about how to launch? Why do so many people do interactive offers and presells with only general knowledge and conceptual knowledge about how it works rather than tactical, specific, email-by-email, step-by-step knowledge about what time to send specific messages and the psychology behind them, etcetera? Why do so many people bet the farm with only general knowledge when it comes to their marketing? Well, I’m here to tell you that they shouldn’t.
So here are the criteria that you should use before moving forward with a marketing campaign. Don’t move forward until you have specific knowledge on how to execute your marketing directly from someone who’s had enormous success. That’s criteria number one. Criteria number two is invest in specific knowledge. If someone has a course with specific knowledge on how to execute the marketing campaign that you’re looking to roll out, acquire it. Don’t go it alone with general knowledge.
So I’m about to go and purchase that ticket to Hawaii, but before I do that, I want to close out this Marketing Show by reminding you to market responsibly, market with all your heart, and market to change the world. My name is Clay Collins, and thank you so much for watching. I’ll talk to you next week. Take care.