Small businesses stay small, because in the short term they aren’t brave enough with the cut when they choose the market they serve.

Then in the medium term term they can’t back it up with enough case studies in one market.

Imagine you have a couple of clients:

You’re on your way to building a nice niche in Italian foods. Right now you might have a conflict of interest, but you’re one Parmesan cheese away from being a specialist.

Then one of these clients tells you “I have a friend who imports scooters…

(First published at The Conversion Academy)

Credit: Pok Rie

Have you ever had a campaign fail?

Have you ever spent days, weeks, even months getting together the moving parts?

You’ve got your landing pages, videos, copy and email follow-ups. You’ve spent weeks getting the whole process on point. You’ve followed one of your guru blueprints to the absolute letter, and then the thing flops.

It makes you want to chuck your laptop out the window and go get a job. Only for a minute though.

It’s even more frustrating if you’re watching somebody in your own market making millions. …

Ask a question in any digital marketing group and somewhere in the list of somewhat unhelpful answers you’ll get this one:

“Test it”

Now, for a long time I considered testing in marketing to be a fairly high level skill, and one that wasn’t worth troubling yourself with until you had some significant levels of traffic, usually from your own email list.

I considered myself lucky. …

We have a modern-day version of this same quote from Steve Jobs.

“Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”

The iPod, simplicity itself, just a single disc, compared to all the knobs buttons and dials of the Sony Walkman.

It’s hard. Hard to keep “feature creep” at bay. It’s hard to resist the idea that bigger is better. It’s hard to resist the one-off requests from customers for “essential” items.


Stephen Pratley

I write on marketing and productivity for content creators. Read my formula for irresistible offers at:

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