My own journey of purging my inner head trash (however much I’ve gotten rid of so far, anyway) took about 10 years. Let me give you a brief idea of what my head trash looked like when I was in high school:
In parts 1 and 2 I told you about Kevin: A guy who implements even simple marketing assignments with difficulty, not because they’re hard, not because he doesn’t ‘get it’, but because somehow his shame and inner ick get in the way.
He wrote me a candid email about his battles with gambling and porn addictions. He said,
This Friday marks 90 days into 2012. The year will be 1/4 done.
What have you accomplished?
Yesterday at lunch someone told me that the FTC (Federal Trade Commission) is introducing new rules about the use of testimonials.
The gist is: From now on you can’t just quote the happiest and most successful testimonials, you have to disclose how “everybody” does and what “average” is.
Some people are very, very concerned about this.
I happily confess that when I get emails with glowing success stories I ask for permission to use them and post them on the website.
When we get bitter complaints and gripes I do not ask for permission to use those complaints and we do not post them on our website.
I have never taken a survey to find out what my customers’ average increase in Click Thru Rate is; I do not know what the “average result” is. But I can give you a pretty darn accurate estimate, based on some 80/20 math.