Reader,

Whatever constraint you currently face in your business–the correct answer lies within the marketplace.
Nothing bad comes from talking to your market.

When it comes to their opinion of your product, its efficacy, and if they fundamentally value it. Yeah, pay very close attention to their answers.

Listen to their journey, the pain points, the things they value.

But when it comes to matters in which they have no qualified opinon on–sales, marketing, etc

IGNORE THEM.

Treat them with respect, but their opinions with disdain.

They have no qualified say on the matter, and if you let their dinky little opinions invade the folds of your brain… you. are. fucked.

Here’s an example for you…

Right now, I’m pretty bullish on video sales letters (VSLs) showing off the mechanism of your offer, the pain points it solves, and proof it works.

And when someone emulates my process, I tell them to send the video to their favourite clients before sending the VSL into the big wide world.

They do it.

Then two things happen:

First, the trusted clients do what we want.

They tell you if the pain points matched what they faced before working with you. They mention things you didn’t talk about, but should. They essentially tell you if you are on the right path.

Secondly…

They get their dick-shaped opinion out, and proceed to shower golden raindrops over the gaff. They’ll give you advice on how it looked, your squiffy hair, or perhaps an inconsequential object in the background.

Then they’ll comment on sentence structures—“I wouldn’t say it like that. You should say it like this”.

And then finally, they’ll give you marketing advice.

“You should chop this up into a course”.
“You should make this shorter. No one will watch a thirty minute video in 2026.”
“You should only send this to someone if they didn’t buy.”

Most recently I heard project managers all giving marketing advice in their feedback. It’s akin to a nun sharing her expertise between the sheets.

Your marketing was good enough they became a client, and their opinion on your marketing is irrelevant.

Listen to why they became clients. Listen to their opinion on product. Listen to them about almost anything but your sales & marketing.

I’ve had clients come from cold calling tell me cold calling doesn’t work.
I’ve had clients come from Facebook ads tell me Facebook ads don’t work.
I’ve had clients who are great friends, people, and clients — but awful marketers.

People unknowingly tell porkies all the time.

So keep your wits about you.

If you want a qualified opinion on your sales and marketing, join the upcoming free lunchtime hangout tomorrow at 1pm.

Essentially I’ll answer your questions whilst eating my lunch.

Last time was a corker.

We’ll see how tomorrow goes.

​Join here, it’s free.​

Stay frosty,
​—CWB

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