I laughed because I had NO IDEA he was going to that seminar. I was surprised he even knew about it. He’s a close personal friend and for the most part my friends have only the vaguest idea of what I do. (“Perry’s some kind of consultant or something.”)

Apparently his wife had gotten on my email list somehow (I have no idea how) and she forwarded it to him, and he decided to go.

“Sure Dave, you can pick me up.” So Dave comes by at 7:15am and we head out to Schaumburg.

Dave is in a major career transition and he’s been considering starting something online.

So Dave, who is a complete and total newbie, spends the day with me at the event. Kind of fun watching a new guy try to absorb it all.

By the end of the day he’s heard about Google ads, lead generation, follow up marketing, autoresponders, Digg, Squidoo, Facebook, Twitter, Search Engine Optimization, list segmentation, video, viral marketing, and a whole bunch of stuff about Ebay.

He’s also been offered no less than six different product packages and coaching programs from four different people.

Totally bewildering for him. Honestly I felt just a little sorry for the guy. He’s not even quite sure what business he wants to be in yet.

So we’re driving home and we’re talking about all this. Obviously I could have gone on for hours but I frankly didn’t want to, and his poor brain could only hold so much. I give him two bits of advice:

• Before you jump into a market, research it VERY thoroughly, find out all the people who are in that business and determine how it is that they’re selling what they’re selling. And: study the history of people who’ve tried the same thing and failed. Make sure there’s water in the swimming pool before you dive in.

And…..

• Dave, you only need to be good at TWO things:

1. ONE way of generating traffic
2. ONE way of flipping prospects into buyers.

I said, Dave, there are dozens of ways of generating traffic. If you’re sort-of-good at 50 of them and expert at none of them, you’ll likely flounder and fail.

And Dave, there are dozens of ways of converting traffic. If you’re sort-of-good at 50 of them and expert at none of them, you’ll get nowhere.

I said, “I am really good at two things: Google AdWords and email. And those two things are enough. Everything else eventually took care of itself.”

My friend, you can simplify your life. Chances are you are paying attention to TOO MANY things. Doing so because you’re afraid you’re going to miss the magical technique that’s gonna make you a mint.

Forget that. Just get good at TWO things. Totally master two things that you know can work for people in your kind of business.

One way of getting traffic and one way of converting it.

Now let’s say you are a totally non-analytical person and looking at a column of numbers makes you want to drive your car into a cement wall. AdWords is probably not for you.

Or let’s say you hate writing and the best way for you to sell is to get in front of somebody or talk on the phone. Then… you should be doing videos and teleseminars and talking to people face to face, NOT attempting to be a copywriter.

Don’t fight your nature. Harmonize with it.

Now… if reading MY emails helps you accomplish what you’re good at, then keep reading them. Dive just as deep in Planet Perry as your heart desires.

If my emails are wasting your time, then UNSUBSCRIBE. Get off my list and don’t let me waste your time. Your time is valuable. Treat it like it’s worth $1000 an hour and someday it will be.

Same goes with every other email list you’re on. Has the person given you valuable insights and help in the last month? Or has he only constantly pitched you on stuff?

If it’s the latter, then unsubscribe.

I challenge you today: Unsubscribe from at least six email newsletters that are wasting your time. Do it RIGHT NOW. Get rid of the distractions and FOCUS.

You only need two things to be successful: ONE kind of traffic and ONE way to convert. It’s simple, it’s beautiful, and when you focus, your business works.

To Your Success,

Perry Marshall