These days we live in a ‘microwave’ culture. Everyone’s after a quick buck.
Unfortunately, in business, focusing on the money is the least effective way to make it quickly.
I once heard Elon Musk in an interview, where he talked about how he bought many homes in his neighbourhood. He thought he would build a dream home on the land–a fortress perhaps–something like Tony Stark’s place.
But he decided against it.
When asked why he didn’t go through with it, he said that, knowing himself, he’d obsess over every detail and spend years working on it…
…and he’d rather spend the time getting to Mars!
I thought, wow, how different his attitude is to most.
When i talk to some subscribers, they tell me their goal in terms of some “$ per month” earning target. As in, “I want to make $10,000 per month.”
i barf a little in my mouth.
Someone who says that is almost certainly NOT a good person. There’s a lot of ways to make $10,000 a month…not all of them are good, legal, moral, or satisfying.
Actually, there’s two problems with this.
The first, is that there is VERY little exciting about making any amount of money. It implies work, but fails to specify the kind. Most who set their goals this way never reach them because distant money is not particularly motivating.
The second problem is, even if you are sufficiently motivated by the money (eg, to get out of debt or to get some urgent medical treatment, or whatever), that urgent need makes you push hard against the obstacles in your way…and you will eventually take the path of least resistance. Which is usually unethical, immoral, or illegal.
Back in my earliest days doing internet marketing, when i was dirt broke and dying, digging for coins in my crashed car’s seats and eating fried onions with half moldy bread for meals…
My goals were to ramp up to SPENDING $10,000/month on paid ads with Google and to generate 300 leads per day.
I had allocated a laughable $50/month, out of pocket, taken from a tiny scholarship that barely covered rent. Before starting, i knew i’d burn through my pitiful budget in my first few days. So i told myself, once it ran out, i’d spend what remains of the month hustling with content-based (free) traffic methods until either i got a sale or the month reset.
As soon as i made a $20 commission, i’d put it right back into Google instead of buying groceries.
(ASIDE: the reason both spending and lead targets had these specific numbers, is i’d heard from some gurus these were their numbers. i did not realise they were using affiliates. Unknowingly, i set my goal to single handedly do what others only accomplished with an army of affiliates)
Notice the subtle difference here…
My goal was to SPEND (not make) and embedded in the goal was “how” (with Google Ads). My goal implied that i MUST develop SKILL in Google ad management, take time, and use some ingenuity to get there.
Whenever i’d get frustrated, nervous, and scared, i’d talk to myself, and say, “It’s ok BRO, keep pushing. You just haven’t EARNED it yet. When you’re good enough, you’ll deserve it.”
Because my goal included a “how”, my ass had to get creative. But within the bounds i specified. Eg, I had a referral thing linked to the paid ads, was writing articles, publishing press releases, and held the record in Magnetic Sponsoring’s portal for forum post count (which had them routinely advertising my blog posts to their entire mailing list)…all this dropped my overall lead cost by being free traffic. It contributed to the total lead count.
What i didn’t do is fuck people over, cheat, steal, or lie.
By my third month, i was earning and spending $2,000+ on ads and generating over 9,000 leads per month.
I still dug for coins in my car, ate moldy bread with fried onions, and worked at a computer with a flickering monitor that irreparably fucked my eyes.
Then i met David Schwind, who recommended i write in my forum signature the number of leads i was generating. I didn’t even realise what a big deal the number was…until everyone started asking me how i was doing it.
One day, Tim Erway, who was co-owner of the site, saw my signature and asked if i’d manage their Google Ads.
And just like that, i was given an unlimited ad budget to play and learn with. So, notice, i DID take the path of least resistance! But it was not unethical and it remained within the realm of the method i defined at the start, to spend on Google. It just wasn’t with money i earned from sales.
My next goal was to spend $10,000 per DAY on Google. Which was not about increasing the budget (since it was now unlimited)…but rather about how to scale an ad campaign and get Google to give me that much volume, while remaining profitable.
I met a guy who was doing 10x that volume and he taught me a few tricks. Finally, one day, i had a breakthrough and accomplished the third goal too.
I was earning much money all along the way, and with each accomplishment my earnings jumped. Yet, I never had an earnings goal.
You see, there’s a right way and a wrong way to do your goal setting.
For successful people deserving our respect, money and material possessions are NEVER the objective.
Their goal is always defined in terms of a plan. They set a worthy target in the future, and they define how they want to get there.
So in Musk’s case, his goal of getting humans to Mars implies all the scientific, technological, and financial advances that have to be worked out ahead of the goal. Without them, the goal cannot be reached. And each interim advancement is a marketable product in itself, that finances his real goal.
If SpaceX gets humans to Mars first, Musk will be a hero of his time. EVERYTHING in space (including communications) will be advanced and controlled by them. They can charge any amount they want. Anyone and everyone who wants to visit Mars from that point on will have to use some of their products or services.
This is why when designing the Super Traffic Machine for my students, i believed it was pertinent we start teaching how to set goals and make an actionable plan.
Now look, i’m under no illusions, this sounds boring. I knew before we started writing that it would not be a popular idea to teach how to make a plan, especially not in the first module…with an oversaturated, fickle market that’s always looking for whatever is sexy. But you know what? Fuck it, we decided. It’s the right way.
So the first manual of the Super Traffic Machine series is titled Brand Plan. You define your target audience, drill down their pains and frustrations, you understand how to connect with them at a deep emotional level…all BEFORE you start a traffic campaign, before building a “funnel”, before you write any copy to sell to them. Everything is easy after that.
You also get a budget and projections template which helps you dynamically plan your pricing and budget, track your goals, and manage your risks.
I urge you to consider the Super Traffic Machine. Read more at the link below…