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this week's Marketing
Risk and Reward
"Is it worth my time?"
I sometimes get this question
from clients contemplating a
marketing strategy they have
never tried, such as creating an
information product, mounting a
telesummit or shooting a
scripted promotional video.
They're concerned about the
possibility of spending tens of
hours trying to accomplish
something that flops.
To some people, a flop means a
failure and an irredeemable
waste of time. If they can't
find enough reassurance about
this risk, they don't proceed.
They retreat to what's familiar.
I see it differently. Yes, the
initiative will involve an
outsized learning curve.
Measured in dollars, the results
could bring in less than minimum
wage - or even a loss. But the
possible reward includes much
more than the initial effort
To me, there's unquantifiable
happiness in mastering
something new. I also feel a
flop is no big deal. More
importantly, the initiative
represents the chance to open a
door behind which lies
opportunities and rewards. You
can't see or receive what's
beyond the door until you
venture through it.
Usually I decide to try. What
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