The Yin: If your entire business is dependent upon one source of traffic, one advertising medium, your business is a train wreck waiting to happen.

The Yang: If you are really, truly proficient at the use of one source of traffic, one form of advertising media, you can always cherry pick lucrative advertising opportunities and make money, regardless of what is going on in the market.

Most direct- and online-marketing success stories I’ve seen over the last ten years have this in common: The entrepreneur became extremely proficient at the use of ONE sales channel and used it to develop a firm foothold in a desperately competitive marketplace.

This is why I advise: Become a ninja at ONE way of buying traffic and ONE way of converting that traffic.

Then get your business off the ground.

Then diversify your advertising exposure.

The people I’ve seen who went on to experience sustained and prolonged success rapidly expanded into other media, other opportunities, and new dimensions of value so as not to be dependent upon that one beginning advantage long-term.

Perry Marshall

About the Author

Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.

He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.