I’M A FAILURE!
There, I said it. And I’m proud. Hang this blog on the fridge, Mom. I’m failing at a high level because I know what’s good for me.
Last night, I was editing this Awkward Marketing episode (that I shot last month) and it was like a love letter from my former self. Yesterday I got a big fat NO on something I was really excited about. It hurt. I felt like a big fat FAILURE. That impostor syndrome script was running through my head:
Why am I even DOING this? Maybe I should stop for a while. Is this a sign????”
And then I made this episode.
I hope y’all like the show, but I’m going to be real: I GET A LOT OF VALUE OUT OF MY OWN CONTENT. (If you’ve ever met me IRL you know I am also able to crack myself up for hours on end. Even if you don’t think I’m hilarious, I do!!!!)
Watching this episode again reminded me of what I “knew” but struggle to remember when the chips are down.
The art of marketing is about failing gloriously over and over again: then, gathering the data, using it to make your next move, and continuing to fight another day.
Reality bites. Too many small biz owners want to believe marketing is something they do ONCE and call it a day. That’s what the Brads of the world are banking on. You buy into the idea that you’re just “one funnel away” from massive success because you don’t WANT to do the necessary work of testing, failing, pivoting, and testing again.
It’s so much EASIER to believe that the guy with a white board and a Lambo knows a secret you don’t and if you just pay him enough, you can stop working so hard.
But if you’re failing as much as I am, YOU ALREADY KNOW THE SECRET.
Businesses that avoid failure aren’t more successful, they’re more stagnant. Failure is the best thing that can happen to your biz because it gives you the data you need to succeed next time.
One of my biz besties is a launch strategist and earlier this year, a company hired him to plot their next course campaign. Right after the cart opened, the company was blowing up his inbox every few hours.
Why isn’t this a six figure launch yet? What did you do wrong? I thought you were an expert!?! What did we hire you for?”
They watched too many white board webinars. They thought hiring an expert meant their launch would be failure-proof.
But you don’t hire an expert to help you with your marketing to avoid failure. You hire an expert because they know how to fail. And then what to do with that data to optimize your campaigns for increasingly better results.
The best marketers specialize in failure.
Because they know that the only way to level up is to try a bazillion things, analyze each outcome, and keep testing.
What would your business accomplish if you stopped fearing “failure” and instead saw it as the gift that it is?
p.s. If you’re D-O-N-E with bro marketing and “one and done” promises, ya really want to join me and 20 of my biz besties at the Toilet Seat Summit on November 5-7. It’s a FREE virtual summit teaching you practical, actionable, hype-free strategies for growing your biz. No bros allowed.