Recently, some guy who bills himself as a fancy consultant purchased one of my downloadable teaching resources on my website. Two days after he purchased, I received an email from him asking for a full refund claiming that he “didn’t find enough new ideas to justify the cost.”
Since I offer a money-back guarantee on my products, I have no problem giving refunds. But, I always chuckle when people make audacious requests and claim to know it all. When I visited the website of “Mr. Refund Requester,” I found it hard to believe that he would have a corner on the market of great ideas. His website was boring and outdated. He didn’t offer any testimonials, case studies, or endorsements from happy clients. There were no free resources available that displayed his expertise. This guy’s problem wasn’t about needing new ideas. His problem was a lack of execution on the ideas already available.
This is the downfall of many authors, non-profits, and business owners. They constantly search for new ideas – thinking that if they can just find the right idea – then they’ll be more successful. But, the problem is rarely a need for new ideas. The problem is a failure to execute correctly on the ideas that are already present.
Imagine the disappointment of running a race and tripping before you reach the finish line. You might get consideration for the effort, but you won’t win any prizes. Likewise, many of us work hard to achieve success. But, our goals elude us, because we don’t pay attention to important details that make success possible. Here are some common marketing examples of tripping at the finish line:
- Exerting energy to build a large email list – then sending out boring newsletters.
- Spending money on a new website – then not taking time to keep it updated.
- Taking months to write a new book – then giving it a boring title.
- Brainstorming a list of new products to sell – then never making them available.
- Meeting an influential leader – then not building the relationship.
You may be familiar with the popular idiom, “The devil is in the details.” According to the Random House Dictionary of Popular Proverbs and Sayings, this phrase actually derives from an earlier phrase, “God is in the detail,” which expresses the idea that whatever one does should be done thoroughly. This same concept is especially true in marketing. You can have all the creativity in the world and lack no shortage for ideas. However, it’s the ability to execute with thoroughness that makes all the difference.
My most successful clients are those who combine creativity with the ability to concentrate on finishing important details. They pick up new ideas, but more importantly, they see them through to completion and pay attention to specifics that makes success happen.
If the devil is truly in the details, then you and I would be well-advised to focus more on our execution than on our attempt to find new ideas. Otherwise, you’re just begging the devil to trip you at the finish line.
Space is Running Out!
I’ve been invited to conduct an exclusive 3-day seminar called “How to Market Your Message Like Wildfire” at the Allume Conference in Greenville, SC on October 23-25th. The price for this separate seminar is an amazingly low $99. Plus, the first 20 people to register get a 20-minute, one-on-one, instructional session with me.
Get details here and register today
“Athletes Running On Race Track” by stockimages courtesy of FreeDigitalPhotos.net