Maybe you’ve spent years honing your marketing skills. Maybe you’ve got a business degree or even a fairly successful company under your belt. Or maybe you’re just starting out and you’ve got a lot of great ideas. Wherever you are in your career, there’s one powerful truth about marketing that no one really talks about, and that’s this: your opinion does not matter.

You read that right. Your educated opinion, your gut feeling, everything you assume to be true — all of it is irrelevant when it comes down to creating consistently successful marketing campaigns that lead to stellar product sales and bottom lines you love.

The only thing that matters in marketing is what actually works — not what you think will work, but what does work. It all comes down to results.

Don’t Go Broke Over Opinions

How many times a year do you think amazing products and innovative ideas go broke and undiscovered based on people’s opinions? We’ll probably never know. Many business owners are afraid to really put themselves out there and push the envelope with their marketing because of opinions like:

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…and there goes another potential income stream before it ever had the chance to flow.

It’s not just entrepreneurs and executives whose opinions don’t matter; it’s their customers, too. If that sounds shocking, think about it this way: What your customers say and what they actually do can sometimes be entirely different. You can survey people about product X and they all say they’re hot to buy, but when you release it… crickets. Or people can sit around trash talking your “too salesy” sales funnel while you’re raking in the cash.

Talk is just talk. It really is that simple. If you want to place your trust where the real money is, you don’t read tea leaves, muster up and ask for opinions, or study the stars; you leverage real data — whether yours or others’ — and you follow the math. What are people actually doing with their credit cards, and why? Who are customers buying from, and what tools are those individuals or companies using to create sales?

What is really working and what isn’t for businesses like yours will have data behind it. And when you dig into that data, you’ll surprise yourself with how often you assume one way of doing things is better than other and find that the numbers show you otherwise.

Your opinion and your customers’ opinions do not matter.The only way people really vote is with their credit cards; surveys and opinions do not tell the whole story.Everyone has an opinion or an idea, but we know we have hit the right mark when a customer takes a credit card out and pays for our product or service.

The end result is the only way we know our idea, our product, our message, and our marketing actually connected with the prospect. This is when a true win-win relationship is created between a company and a client.

So keep an open mind, make choices based on math not opinions, and watch the positive momentum build in your business. There’s no moment like the present to stop getting in the way of your own success!


David Woodward