Don't play not to lose. Play to win.
That counsel from Ben Settle has set the tone for everything I've done since.
Take something as simple as email.
This weekend I'm mailing my list heavily, promoting the Black Friday special on Liberty Classroom, my signature product.
I'm darn proud of that site. And the offer I'm mailing about gives my folks great value.
Now: some people -- "mush cookies," Ben calls them -- will complain that I am emailing too much, even though for a solid week I warned them that a lot of email was coming.
A lot of my readers read every single one. These are good emails, after all. A sliver of them will delete every single one but stay on my list because they like and appreciate it.
But yes, I'll get some unsubscribes, and a few people will even write to complain.
Should I scale it back, then?
Here's how I think about it:
After all the free content I've produced -- over 2000 podcast episodes, for starters -- I think asking people to read or at least click "delete" on some emails one weekend a year is not asking too much.
If someone disagrees strenuously enough to write to me about it, then it's best for us to part ways.
And yes, at this time of year I do get unsubscribes: under one-half of one percent of my list.
Am I going to modify my marketing formula, which is hugely successful, to pacify marginal subscribers? That's playing not to lose.
Doing anything new involves getting out of your comfort zone. Avoiding new things is a way of playing it safe, of playing not to lose.
Why not determine to play to win?
Now as it happens, this is the best weekend of the year to get web hosting.
Ever thought about starting a website or blog?
And then that part of your brain that discourages you talked you out of it?
Starting a blog site can teach you (1) the discipline that comes from consistent output; (2) how to become a better writer; (3) how to summon the courage to express yourself.
It can establish you as an expert.
It distinguishes you from everyone else -- if your blog site is related to your business, you may well be the only person running a blog about your field (certainly the only one at your firm doing so). This distinguishes you from the paper pushers.
It gives you a home base from which to sell future products, most of which you may not be able to imagine right now.
It gives you a home base from which, on an affiliate basis, to pitch relevant products to your followers.
And you can spend as much or as little time on it as you like. It's not a ball and chain.
What do you think is going to do you more long-run good, watching more TV, or driving yourself to produce content?
Will anyone visit my site?
And all the other kinds of questions that self-doubt imposes on you.
That's you playing not to lose.
Plus, my support group will be there to help you. That's one of my bonuses.
When this weekend is over, you won't be able to get Bluehost's ridiculous $2.65 per month hosting deal anymore.
Lock in that rate, and get my bonuses: when you're ready I'll promote your site to my audience to make sure you get visitors, I'll let you into my mutual help group, I'll send you 24 video tutorials, and I'll link to you from my site.