Learning direct response marketing with AdWords isn’t unlike learning to play the piano.
(Glenn’s nephew, Benjamin Richman – 6 years old, playing “Ballade”)
You may sense the power of pay per click marketing, … you may have a sense of learning something grand, … you may realize that if you’ll only stick with it and continue practicing there will come a point where profits come more effortlessly, … indeed, where successful marketing copy flies from your fingers like music flows from Tchaikovsky, Miles Davis, or Geddy Lee.
Why is it we don’t give ourselves the lattitude and respect these greats gave themselves in years of practice to perfect their crafts?
Why is it we don’t forgive ourselves our early mistakes, and expect it will take the same level of dedication which we’ve seen time and again are required across every other arena of life to achieve something truly excellent?
Could it be because it’s so profitable for marketing educators to tell us how easy it is? To perpetuate the illusion you can extract value without giving value, that one can casually dip into the internet marketing pool and pull out an electronic fortune without ever talking to a customer?
Everything worthwhile takes practice.
Every journey worth taking has obstacles.
Every person worth knowing has struggled.
Every mountain worth climbing is an adventure frought with BOTH pain and excitement, sorrow and joy.
And every “next level” you strive for in your ppc marketing / internet marketing career … whether it’s your first dollar, your first million, or your first $10M will present the same.
Most of you know what I’ve been through to get where I am. (Lost $2M in a giant blunder, recovered from near bankruptcy, a very serious car accident, Lyme Disease, and chronic migraines for almost a decade before emerging victorious, 100% healthy, and debt free)
What you don’t know is what I go through to get where I’m going (building a fast growing full service online agency with 15 employees at last count, constantly adjusting and correcting course, managing over 15,000 past customers and even more people on my prospect lists, continually putting out content, dealing with all the interpersonal conflicts, time management, constant changes on the internet, technological challenges, joint ventures, conflicting financial interests, the continual necessity to take care of my own nutrition, sleep, and exercise, planning my marketing calendar, responding to unexpected opportunities, putting out fires, avoiding distraction, etc).
Why do I do it? I mean, I could easily get a cozy little job as a professor in some college town, work a few years for tenure (I’m good at publishing academic stuff), and live a relatively stress free life. I don’t have children, I don’t really spend much money to speak of on material things (have a modestly nice house and I drive a 3 year old Honda Oddysey which is totally dominated by my dogs and hiking clothes) … there aren’t any college bills to pay, and my wife loves generating her own income.
So I don’t HAVE TO do this.
But I love it. THIS is the mountain I want to climb. It’s MY mountain.
By and large I DO do exactly what I want to do, when I want to do it. No one tells me what to talk about, who to serve, or where to be. The money is good, but the life is better.
I’m completely in charge and surrounded by people I love.
Now, here’s something in your way which you probably don’t realize is in your way …
And his name is Sigmund Freud.
While Freud was definitely a man with something to say, entirely too much was made of the Oedipus conflict, and because he was influential in American and European culture, it distracted us from what’s really important in life, and made possible a kind of perverted notion which marketers profit off of called “the internet lifestyle”.
I’m not saying Freud was wrong …OK, there was this dude who wound up sleeping with his mother, killing his father, and he couldn’t live with himself. Incestual strivings create problems … I get it. (Before anyone accuses me of denial, let me just say my Mom is TOTALLY HOT ).
But there’s a MUCH BETTER STORY we can look to for a model of the good life … it’s the story of ODYSSEUS … dude lived a life full of adventure, and in his old age he was surrounded by friends and loved ones who could gather round and share common stories of vitality and purpose.
That’s where I’m going.
I hope you’ll join me.
Because the naked truth is, every step of the way there will definitely be new skills to learn, new challenges to overcome, and new pains to struggle with.
I’ll be brave enough to forgive myself for the inevitable mistakes I’ll make, and I’ll have the fortitude to keep practicing every step of the way.
(Glenn’s nephew, Benjamin Richman – 6 years old, playing “Light and Blue”)