The snuggly false comfort of absolute certainty

I was talking to my friend Harriet last night, and she had a tale that made me chuckle.

Once upon a time, it’d have made me facepalm…

But now I know better, because you can’t help everyone. 

Grey and white cat with paws over its eyes.

If you refuse to leave your comfort zone, nothing will change for your business.

She’s recently started her own business and has been working with a client. The client wanted more customers (don’t we all?) and was spending a lot of time using ‘free’ social media. Harriet suggested targeted AdWords, pointed right at the ideal customer.

A good idea, because it’d enable them to test, refine, measure, and improve the ROI they get from their marketing.

What was the client’s answer?

“Oh no, I went on a marketing course a few months ago, and they said AdWords doesn’t work so I’m not going to do it.”

First of all: what? AdWords doesn’t work? Tell that to the people who are killing it with their AdWords campaigns…

Second of all: a marketing course that makes that kind of blanket statement has ripped you off, and the person running it is at best an idiot, and at worst a fraud.

Third of all: why on earth would you dismiss something without even trying it? One thing I can say – if you don’t do something, it definitely won’t work for you. That, I can guarantee.

The thing is, I – and everyone else in my grubby little industry – can’t make any guarantees. Except for the one that says if you don’t try something, you won’t get any results from it. There are no guarantees in life, except that one day you’ll expire.

All I offer is what I know to have worked for myself, and for my clients. Suggestions. Best practice. Tips to give you the best chance of success. And a strategy that can be adapted to almost anything.

Plus, of course, encouragement and accountability.

That’s what you get in my book, Business For Superheroes.

That, and apparently it’s quite funny

Grab yourself a copy here.



Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.

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