Many years ago I remember reading an old (late 2002 or early 2003) issue of Dan Kennedy NO BS Marketing letter, talking about the late E Joseph Cossman after he joined the choir invisible.
Cossman is an actual “legend” in this business.
And, there were many lessons to learn from his way of doing business.
The most Valuable (for me, anyways) that Dan Kennedy talked about was Joe’s commitment to doing what worked. Specifically, he would find something that works in his marketing and would use it over and over and over again with (as Dan put it) “zealous adherence, no deviation.”
This is contrast to most entrepreneurs these days.
Very few people have the self control to do what Mr. Cossman did:
Find what works, stick with it, and keep doing it over and over again.
(Regardless of opinions, lack of excitement, or new technology, etc.)
Instead, they enter the goo-roo casino on Flakebook, see the bright, shiny lights and loud noises, and are instantly distracted, change things that work because [insert name of their favorite goo-roo] does it, and then lose whatever momentum they had to begin with that probably would have taken them far.
Anyway, what Dan Kennedy talked about stuck with me.
And, has acted as a loyal guide when building my own business.
In fact, this idea of finding something that works, then doggedly sticking with it is mandatory if you want to profit from what I teach inside my “Email Players” newsletter. The “hard” part is never the implementation. That part is actually very easy, is fun, and works quickly. No, the hard part is not getting distracted by the brainiacs on Flakebook piking yet another Internet marketing prole-bait method for doing things, that may or may not even work for the goo-roo piking it, and certainly won’t work in conjunction with anything I teach.
This is why I advise people without discipline not to buy anything from me.
I’d rather they haunt someone else.
On the other hand, it’s perfect for people who understand the Value of consistency.
If that’s you, my newsletter might be a good investment.
Or, maybe not.
There are other reasons people shouldn’t subscribe.
And I write about a few more of them here:
Ben Settle
