Well *that* didn't work...

Philip Morgan

About a year ago I taught a class at General Assembly.

A friend of mine had introduced me to the program director at General Assembly San Francisco (GA), and I'd proposed a class on positioning. They liked the idea and scheduled it.

4 people registered and 2 showed up. 1 student was running a 2-person tech startup, and the other student did outside sales for a biotech company.

Not my ideal audience! And not the big, adulating crowd I'd hoped for.

In fact, the content of my training class was so uninteresting to these guys they both left early, leaving me with an empty room.

It felt like the class kind of bombed.

I went back to my expensive hotel room, drove my ass home the next day, and got back to work.

A single small "failure" like this is not:

  • A sign that I'm doing anything wrong. It was either that I did a bad job of describing the class properly, or the venue was the wrong venue, but the my desire to teach people about positioning was not off target.
  • This small failure was also not a repudiation of my market position or my ability to help my clients. Both of these things are actually working well unless I get tunnel vision and judge them based on the single data point of this GA class that didn't go well.
  • Finally, this was not a sign that I should not teach. That would be extrapolating a single data point into a general conclusion, which would cheat me out of many enjoyable and profitable opportunities down the road.

So what is a small failure like this? Aside from an interesting and hopefully motivational story to tell you, it's feedback. It's one data point.

The trip to San Francisco is just a 90 minute drive for me, but this particular trip involved an overnight stay so it was expensive, time-consuming, and stressful relative to the results it yielded. Yeah, I got some valuable experience, but I did not get the kind of lead generation results I'd hoped for.

But now I have a good point of comparison for exactly how much more costly IRL teaching is when compared to delivering the same content online in a webinar or online workshop. I have feedback on that subject, and that's incredibly valuable information to have. It's more valuable than an email, blog post, Ultimate Guide to ________, or anything else. That stuff is great, but it's abstract. The feedback you want comes from application. It comes from doing things.

Developing an effective lead generation system for your business will involve small experiments like these. Maybe your first experiment will be a real success (guesting on podcasts has worked really well for me from day 1). Or maybe it won't...

But either way, don't let one small failure stop you from building an effective lead-gen system.

I have a tool to help you compare various lead-gen techniques here: http://trustvelocity.com

If you'd like more high-quality leads for your business in 2017, then why not go to http://trustvelocity.com, choose the 2 or 3 techniques that best fit your personality and your business goals, and start some small experiments in January?

Just thinking about it won't make things better. It's time to get to work and create the results you want to see.

Talk to you soon,

If your dev shop got fewer than 10 leads last week, you need to take this free email course --> http://positioningcrashcourse.com