“If only I knew what that guy knows I would be an adsense millionaire.”
“With this ebook I will learn the secrets of SEO and will get to the first result of Google.”
“After this conference call my blog will be launched into the a-list.”
Sounds ridiculous doesn’t it but people are suckered into this thinking every day. If you asked them to explain it logically they would probably admit it’s not guaranteed as such but this one piece of advise is all they need. 10 minutes with Matt Cutts and they will be a super-SEO.
Tara Hunt says it best …
What do the following books have in common?
- 22 Immutable Laws of Marketing
- 7 Habits of Highly Effective People
- 1 Thing You Need to Know
- 48 Laws of Power
- 5 Dysfunctions of a Team
Hint: they are all books that give easy answers to complex issues.
People love guaranteed, cast-iron “laws”, “secrets”, “unshakable advice”. Certainty makes people feel confident and secure, even when there is no certainty and everything is shades of grey. “Do this and definitely absolutely without question you will get what you want” always looks good in a sales pitch, funny how the actual product never works that way.
There are two things to understand here:
- It’s what people want – People love to be given promises of what they want given in absolutes or superlatives so these sorts of headlines work powerfully. Especially when combined with a list! (Sorry folks who don’t like lists, readers do and that is what matters, pffft). I guess peoples lives are so full of uncertainty that even when they know their chain is being yanked they play along. Check out how well “Great abs in a week” articles sell magazines.
- It’s rarely true – Sad but the more complex the subject the less certainty there is. When you are a toddler you get all sorts of absolute education. “Don’t touch the stove”, “Don’t eat the dogs food”, “Greens are good for you”. As you get older there seems to be less of it around, just a whole load of stuff to think about. The person giving you advice might be certain but that doesn’t mean you should be. One persons experience doesn’t always directly translate to work for you. Like the famous guy who makes millions out of adsense, he did that with a dating site and a lot of technical know-how for making it scale on his own. Launch a dating site today based exactly on his template and I am not so sure your millions will come quite as smoothly. We share our experience here on Performancing and all along we haven’t done anything different from what we tell you, but that isn’t to say if you followed what we did you would get identical results. You have to take on all the advice you are given, process it and make it work for you.
So what is the One Guaranteed Instant Cast Iron Indisputable Success Factor? “Doing it”.
People say to me “It’s all well and good ‘write killer headlines, linkbait, post great content’ but I am missing something fundamental, if only I knew the secret I am missing …” and I say “Go on, show me your linkbait, headlines, great content” and if by some chance they even have any of those things they are often half-hearted attempts at best, like they predict failure before trying so why bother. The “great content” I could usually find on any number of blogs or it is one or two good posts out of 100. This stuff is hard and it needs to be done consistently. Success for most people doesn’t fall from the sky, and it is even harder if your idea is unoriginal.
Find out what it is you need to do, learn, experiment, practice then keep doing it until you can honestly say you have done everything you know you should be doing. That’s it. There are no secrets.