Yesterday, with a pile of chicken wings in hand, my son and I went down to our movie room to watch the first Miami Dolphins game of the new season.

Final score: Baltimore 59 – Miami 10.

You want to talk about ugly?

I knew that the Fins were not going to be a good team this year, but yesterday’s performance was embarrassing.

The new coach said everything right before the game and had a positive attitude, but the results were abysmal.

To paraphrase legendary Dan Kennedy, “Mustard on your sword confidence does not come from a walk across hot coals, or by saying affirmations, but by following proven principles that produce results.”

The Dolphins didn’t follow proven principles before the game or during the game, and they failed miserably.

Entrepreneurs jump on the latest trend and ignore proven principles of direct response marketing and sales. Then they wonder why they are struggling and wearily re-start their search for the next bright-shiny new object.

Tactics change. Principles remain the same.

Fundamentals, while not “sexy,” are proven and will take you from where you are to where you want to be reliably and consistently.

This week, I’ll be writing about solid, fundamental principles of marketing and sales. You probably won’t learn anything new, but I’ll wager you be reminded of things you are no longer doing but should be doing. And that those “things” will put mucho DEEnero into your pocket.

It’s going to be fun.

Let’s make it a fantastic week.

~Dave “Licking His Wounds” Dee