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This is continuing in the series of excerpts from the marketing book I will be releasing soon. These first excerpts are from the Introduction where I cover the basic questions of Who? What? When? Where? Why? and How? and apply them to the application of marketing your product to the consumer. Today I’ll present an excerpt from the part covered under “Why?”

– – – – – – – – – – – – – – – – – – – – – –

Sometimes we look at successful people and we ascribe some reason or reasons for their success, and we do that because we aren’t there ourselves and we are in the long run just guessing at why they succeeded rather than actually giving an answer based on accurate information on what their why was.

Some of these reasons we give are:

– they were lucky (implied: “I’m not lucky”)
– they had a good agent (implied: “I don’t have a good agent”)
– they were in all the stores (implied: “I’m not in all the stores therefore that matters”)
– the stores they were in shelved more of their stuff than they did other people’s (implied: “they didn’t shelve mine that much”)
– they had expensive ads out (implied: “I can’t afford ads like that”)
– they’ve been selling for years, so they naturally became a success because of how much they have out there (implied: “I don’t have that much out right now” or “I’m struggling just to get my first item put out there”)
– they really learned their craft and went to school for it (implied: “I didn’t do that therefore I can never succeed on their level”)
– they had a great expensive fashion designer to make them look good on their promotional material (implied: “I can’t afford a fashion designer so my picture sucks”)
– and so on, and so forth

Do you see how petty the excuses for our own failure can become when we are looking at the success of someone else and allow jealousy and envy to take over instead of taking up the responsibility we need to have in order to create our own success story?

All of these might be true for the situation of the person of success that one is looking at. And maybe some aren’t true, and some are more vanity guessing just because they succeeded where the critic didn’t – again with some being so petty. Yet all of these are things that more or less happened AFTER the real why was answered.

Why they succeeded was decided by them before they had an agent, before they had a contract, before they had their product all over the place, before ads were drawn up, probably even before they had a product, and even before they went to school if they went to school to learn their craft. I’m talking about………

***to read more of this passage you must own the book***

(The above is a brief excerpt from the forthcoming book “GRO$$ OUT!! – Effective Marketing For Getting Your Next $144,000” and is in an early draft stage and may not reflect the exact wording of the book once it’s in print)

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Excerpt: Introduction > How? > How Much Do You Really Want To Make With This? =====>
<===== Excerpt: Introduction > Where? > Where Will Your Product Be Sold?

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