The Most Important Marketing Skill (Not What You Think)

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My name is Clay Collins and welcome to this episode of The Marketing Show. I am so glad, so glad you’re here. So, today, I want to talk about what the most important skill is in business and in marketing. And there’s a lot of debate around this. Whenever there’s like some fancy launch of a copywriting product, there’s always some guru who’s like, “Oh, copywriting is the most important skill in marketing.” And that’s absolutely false. It’s not copywriting. And other people will say, “Well, you know, if you don’t have the market, right, then it doesn’t matter what the hell else you do. So, picking the right market is the most important skill in marketing.” And that’s absolutely false. Okay?

The most important skill in marketing is…like whatever the hell you need to be doing next in your business. So, if you need to get a squeeze page up and you don’t know how to do that, the most important skill is getting up a squeeze page or being able to find someone who can get up a squeeze page. But you need to make that happen. There’s so many agendas for what you should be doing with your time and you need to ignore them all and single-mindedly focus on where you need to go. So, the most important skill in marketing is this. It’s finding the straight path from where you are to where you want to go.

What most people do is they end up sidetracked by other people’s agenda for their time. So they’re like, “Oh, I need to learn copywriting and I need to like learn social media and then I need to like learn this and then, I’ve got to like blog for a year. And then I need to like build a freaking logo and spend 20 years of my life writing a sales…” I’m just exaggerating here. But they buy into other people’s agendas for their time and they end up doing all these stuff and it takes them forever to get to their destination. And the reason why the path is so circuitous is that one, getting to their destination feels difficult so they make it difficult.

And it feels like it shouldn’t be easy. So they put obstacles in their path because they don’t feel like they deserve it. And inevitably, what happens, as they’re going up and down and pursuing all these paths, is someone comes along who has their internal stuff figured out and they just doo de doo de doo de doo. They take the straight path to the destination. They just go directly there. And usually, the person who’s been screwing around says stuff like, I don’t know, “They’re doing this wrong or they just screwed this up or their product sucks.”

So, they come up with all these reasons why this person had just went directly there while they were doing all these other stuff. And so, in the coaching I do inside The Marketing Program, every single week, I spend the majority of my time on those calls kicking people’s asses and showing them over and over and over again that there is a direct path from where they are to where they need to go and pulling out the bullshit that’s keeping them from taking the straight path there because the mind is a bullshit machine that wants to take your beliefs and put them into reality.
And the reality is that you are an incredibly powerful person, that your wants and desires and dreams are easily accessible. And it is only the feeling that you have that it is difficult, that is holding you back. My name is Clay Collins. Thank you so much for watching the Marketing Show and I’ll talk to you later.

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  • “The mind is a bullshit machine.” Love that! So true.

    • One of those sad unfortunate truths that’s made far too many people poor.

  • Good stuff… Yes, I like the line about the mind being a BS machine… if I can ever find the “Off” switch for that part that latches on to the next bright, shiny object, I’m definitely doing it! Honestly, that’s been my mantra for the past couple of weeks, and it’s really helped: “Is what I’m doing RIGHT NOW moving me towards what I want for my business?” If not, dump it and get moving on something that does. 

    PS – 5 extra credit points for use of the word “circuitous.” (grin) 
    Bill S. 

    • Seriously.  After you’ve found the off switch and figure out how to use it you’ll have a $10k info product on your hands.

  • I attended an all-day meditation retreat today.  If you ever want to see what a BS machine the mind is, just meditate for 10 seconds.  😉  (I meditate anyway because I like it and it’s also proven to be good for your health.)

    Thanks for the awesome Truth in your video today, Clay.  I have something hanging on the wall in front of me as I type this that says “The question isn’t who is going to let me, it’s who is going to stop me.”  Ayn Rand   

    We are all our own worst enemies.  That’s why (imo) coaches and mentors are so important — whether paid of unpaid — they see the best in us, they know our potential better than we do — and they inspire us to take action.  If left to our own devices, most of us will never take action.

  • Kim Ades

    Clay – You are speaking my language!   Thank you for sharing this video with us! 
    – Kim Ades –  

  • Awesome.  So 100% true – rather than spend my time working on a bajillion different projects, my greatest challenge has been and continues to be to focus on one.  Time to break the cycle! 

    Thanks for such an awesome video!

  • Lwatmough

    Time to face the fear of sucess and take the straight path. Life changer Clay!

  • Peter

    True, Clay. Our mantra during our launch and production phase has been: “What is the next right thing we need to build?”

  • Bob

    Thanks, just “got” this one. Onwards to finishing the product.