I recently went into a candy shop (sweet shop in the UK)… they had all the sweets from the 80′s and 90′s and there must have been over 150 jars of different types of candy.
After a few minutes of searching, I saw a jar hidden at the back corner of the top shelf, it contained something called “Cream Soda”, a white powder, that looked like it could be used as fake drugs in movies.
Anyway, I recalled eating this stuff when I was a child, so I purchased some, and the shop owner said to me “that is weird, loads of people have been buying this today”.
I thought to myself: “It might be worth moving it from the back corner of the top shelf, you would sell more”.
Now, the shop owner made a mistake that many business owners make… you see, if something is making you money, you should do more of it. I have no idea why the Cream Soda was hidden away on a backshelf, it should have been on the counter for everyone to see.
In fact, this is a critical component in being successful online or offline, simply test numerous techniques, and if it doesn’t work, stop doing it, if it almost works, see if you can optimise it, and if it works, do more of it (and optimise it).
Einstein said that madness is doing the same thing over and over and expecting a different result.
Also, I was at a seminar recently with Bill Glazer, and one of the speakers mentioned that he knew of a guy who was making good money by selling corporate gifts… he generated 100% of his income from sending a large brochure once per year. The expert said to the guy, “have you considered sending it twice per year?” and that almost doubled his business.
So take a lesson from my local candy shop, find what works, then do more of it, find what doesn’t work, and do less of it.
It is pretty simple really, but so many people don’t do this (I am also guilty of it at times).
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