I must confess that I’m just as prone to this shortcoming as anyone else. How often have you come across a piece of information, and upon encountering it again, dismissed it with a casual, “I already know this,” and moved on?
When I was working, I was constantly absorbing information through reading, listening to audios, watching videos, and attending seminars. It’s was not uncommon for me to come across the same ideas repeatedly, leading me to believe that I’m familiar with them. The issue is that in some instances, I hadn’t implemented those ideas. And by implementation, I mean a thorough application and repeated testing of these ideas – they had not yet become a part of my routine or who I was. In other words, I had yet to achieve MASTERY over them.
When you master something, it becomes instinctive, automatic – a reflex. Consider professional golfers. As they prepare to hit the ball, they’re not consciously contemplating the mechanics of their swing. Some pros even admit to not thinking about golf at all in that moment. After hitting countless balls, their swing becomes ingrained, effortless. This is the epitome of mastery.
I read an article by Joe Vitale about Mark Twain. While most people recognize Twain for his writing, he was also a renowned public speaker. Twain once said that it took him three weeks to prepare a good impromptu speech. Let that sink in. His audience was under the impression that he was speaking spontaneously, but in reality, he had honed his craft to the point where his speeches appeared as natural as breathing. This deceptive ease was a clear demonstration of MASTERY.
So, how does this connect to marketing?
You might believe that you’re well-versed in sales and marketing, but how deep does your knowledge truly go? Have you mastered each technique you know to be effective, or potentially effective, in your business? Have you revisited the books, tapes, CDs, podcasts, and videos repeatedly? Have you implemented, adjusted, and tested these techniques time and time again? It’s crucial to be honest with yourself in this regard. Much like golf, marketing isn’t a team sport. If you’re not truthful with yourself, you’re the only one who stands to lose.