I feel like I’m living on the beach.

Not “at” the beach. “On” it.

Kalia went “shelling” again on Sunday and returned with quite a haul. I asked her what she would do with them, and she replied, “Don’t know yet.”

I went shelling with her once…and she didn’t invite me again. The shells, I thought, were cool; apparently, they were common and not exciting to “people in the know.” I also quickly got bored and wanted to go to the restaurant for lunch.

I don’t get, like, or want to go shelling, and that suits my wife just fine. She loves it and has friends who love it. It doesn’t matter what I think about it.

That’s similar when it comes to marketing. It doesn’t matter what you or anyone “likes.” It’s what works.

One of Dan Kennedy’s ten commandments is Results. Rule. Period.

Whether you like an ad’s headline, copy, or design doesn’t matter. The question is whether it’s bringing in the right type of leads.

Have you ever seen a television for a local business where the spouse of the owner is featured in the spot? Advertising reps know that’s a surefire way to keep the ads on the air whether they’re performing well or not because the spouse is sure to like it.

When I was doing “done for you” work, I’d often have to battle with clients because they didn’t like the “look” of a creative, especially if it was “ugly,” even though it outperformed a more “professional” and “prettier” ad.

I recommend not to fall into that trap and instead remember that “results, rule, period.”

Kick butt, make mucho DEEnero

Dave “I like oysters on the half shell” Dee

P.S. Several people have asked me when I’m doing the next “Supreme Lead Machine” training. It looks like I’ll do it in early October. If you want to get the first shot at joining this small group training, send me a message at dave@davedee.com with the subject “SLM October,” and I’ll send you details before everyone else.