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How to guarantee failure....
in one very easy lesson!

Lesley Anne Lowe

Having been involved in a variety of business opportunities andagency based businesses for some eight years now, we generate a lot of correspondence from customers and resellers alike. As you might imagine we hear from those who have succeeded, and also those who haven't.

Believe me, the letters make fascinating reading. It's not unusual to open one letter from an ecstatic customer telling me how the opportunity we've provided him with has transformed his life. Only to be followed by another letter from someone living just a few miles away explaining how the self-same opportunity has no chance of success in 'his area'.

The difference between success and failure in any enterprise has nothing to do with how much money you have, what qualifications you have, who you know or anything like that. But it has everything to do with attitude....and following on from that....persistence.

In our experience, 99 per cent of people who embark on a business project and fail do so for just two reasons. They either don't get started at all, or give up at the first hurdle....real or perceived. 

A short time ago, I received a letter from a gentleman who had started an advertising based business. But it "hadn't worked". He'd given up. Apparently, of the 50 businesses he'd written to about his new venture (which they knew nothing about previously), "only six had expressed an intention to purchase."

So 12 per cent of the mailshot had responded positively to his very first marketing effort and he took this a signal to give up! We should all be so lucky as to get such a response from our marketing efforts.

Not all situations are as clear cut as this though. In the early days of any venture, there will inevitably be real setbacks, obstacles and problems to overcome. Very few people get rich overnight. There may be times when you question whether the venture will take off at all. Every successful person goes through this stage. It's only the people who fail that don't.

I read somewhere that the majority of people give up on a venture, just at the brink of success. Unfortunately, in our experience the vast majority of people don't even allow themselves to get to the brink of success. They expect instant success and when it doesn't happen, they take the easy way out.

I was reminded of this when talking to a business contact recently. A few years ago, he'd given up a well paid job to 'go it alone'. He made no money at all for six months and then only 2,500 in the next 12 months.

Most people would have given up before this, and he certainly considered it. But he didn't. He kept going. In the 19th month, he started to turn the corner, and made 50,000 over the next year. This year, he tells me he'll make over quarter of a million pounds! Just imagine if he'd given up after 18 months!

The bottom line is this. Unless you're very lucky, moneymaking success will not happen straight away. It takes time. We can point you in the right direction, but we can't remove every obstacle from your path. Choose your direction, set your course and commit to seeing it through to the end. Not one successful person has ever had a 'clear run'. You are unlikely to be an exception. Persistence is what saw them through in the end....

And it will do the same for you.

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Lesley Anne Lowe is editor and publisher of Advance Consultancy News, a free weekly newsletter centralising on developing powerful marketing strategies, maximising online profits and revealing killer advertising techniques. For your free subscription please send a blank email to: mailto:subscribe@advance.to 


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