I couldn’t resist it.
I’m writing this email while watching Groundhog Day on the box.
Fortunately, my distraction also has a valuable lesson about marketing stamina and why you need it so badly.
If you’ve seen this classic comedy, you’ll know the premise:
Bill Murray wakes up every day on the same day in the small town of Punxsutawny.
And like deja vu, he has to re-live that day again and again and again.
Initially, he sees it as a blessing and he’s off the leash.
He does what he wants without consequence.
He even dresses up as Clint Eastwood.
He has a ball.
Until it starts to grate. Then he wants out.
So, he finds a purpose: he figures has to get with Andy McDowell in order to break the spell.
He learns the details of her life, what she likes and everything he needs to say to impress and build rapport with her.
(No shortcuts here… he masters this through trial and error having lived through the day repeatedly).
Only problem is, no matter what he does to get her to love him, he ends up failing miserably.
His abject failure is reinforced by a montage right in the middle of the film where Murray is repeatedly slapped in the face by Andy McDowell.
His initial enthusiasm turns to despair.
And then to anger.
(Hey, if this is all a spoiler for you I make no apologies…. where have you been?
It was made in 1992 and it’s probably Bill Murray’s best movie.)
This constant slapdown has a familiar feeling to it.
It can feel like this when you first start marketing.
That burst of enthusiasm suddenly changes to a desire to get it right.
Yet, no matter what you learn….
… no matter what you try.
… even following marketing ‘gurus’ advice to the letter…
… it just doesn’t work.
All your time and effort has gone to waste.
It’s a blow to the chops.
Again and again.
But if you’ve seen Groundhog Day, you know what happens.
Bill Murray DOES eventually work it out.
He DOES wins over McDowell and breaks the spell.
Now everyone takes a hit or two when they’re building something.
Hey, it’s those failures that drive the successes.
And even though from the outside it looks like ‘overnight’ success
(just how many days did it take Murray to learn to play the piano, learn to ice sculpt and perfect the Heimlich manuoevre?)
You know exactly how much hard work went into it.
No-one else does.
So just remember that and celebrate your victory.
Of course, it helps when you’ve someone to shorten or ease that journey.
If you want to make your life a darn sight easier. And if you want to start tasting victory, The Jody Raynsford Letter goes to print in the next two days. Jump on board if you want to stop that feeling of constantly being slapped: www.thejodyraynsfordletter.com