What was I thinking?

I just came home from working out on the Busiest Day Of The Year at every gym across America.

Today was The Perfect Storm of reasons why the gym was packed beyond belief:

1. It’s a holiday.

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2. It’s a weekend holiday.

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3. It’s the first day after millions of Americans make well-intentioned-but-ill-fated “resolutions” to lose weight, get in shape, work out more, etc. etc. etc.

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Result?

1. I barely found an available spot in the parking lot.

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2. I had to search for a few measly inches of space to put my coat, boots and gym bag.

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3. And of course, every conceivable piece of equipment was occupied by a resolute gym-goer.

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“So what was I doing there?” you might ask.

I’m glad you asked.

I happen to keep myself to a strict schedule of working out three days a week:  usally every Monday, Wednesday and Friday.  The gym was closed yesterday on New Year’s Day, so my Friday workout got pushed back until today, Saturday.

Maybe I should have pushed it back to the first Saturday in February.  Or even just a couple of weeks or so.  Because that’s about how long it will take for about 95% of all New Year’s Resolutions to be tossed aside like a week-day old baloney sandwich.

So what’s all this got to do with marketing?

Again, I’m glad you asked!

Direct Response Marketing is a lot like working out.

At least 95% of business owners, entrepreneurs and sales professionals are in dire need of it, but don’t have the knowledge or determination to learn how to do it correctly and start to reap the benefits.

Have you ever learned a foreign language or a musical instrument?  Ever taken on a new sport, or learned to drive a stick shift?

For just about everyone, the experience is the same:  Confusion and frustration in the beginning, but — for those who stick with it — rewards down the road, and increased ease and familiarity.  What starts out as difficult becomes second nature — again, for those who stick with it.

(I know — I’ve certainly given up way too early on my share of hobbies and other endeavors.)

Unfortunately, most business owners, entrepreneurs and sales professionals who are introduced to Direct Response Marketing either never even try to implement its concepts or give up far too easily before they learn how to do it right and reap any of the considerable rewards of doing so.

And that’s a real shame.  Especially in this challenging economy, when so many business owners, entrepreneurs and sales professionals truly believe they are helpless.  Instead of learning strategies and tactics that work and putting them to use on a consistent basis, they choose instead to basically throw their hands in the air and give up even trying to get good results, blaming everything and everyone from “the economy” to “the government” to “the credit crunch,” and anything else they or someone else will believe is responsible for their poor results.

Then there’s those who discover the luxury-during-boom-times-but-necessity-during-tough-times world of Direct Response Marketing, get all gung-ho about putting it to use for themselves, often because they see it working for someone else, but then give up way too easily and too quickly, because it’s “inconvenient” or “too much work” or “I don’t have the time.”

Just like working out.

I decided long ago to set lots of short- and long-term goals, but steer clear of B.S. “New Year’s Resolutions.”  But maybe next year I’ll set one New Year’s Resolution:  To stay away from the gym on The Busiest Day Of The Year.

Oh, who am I kidding?

It may be inconvenient, frustrating and too time-consuming, but there isn’t a chance in the world I’ll let that get in the way of sticking to my workout regimen and continuing to work towards my fitness goals.

Which is why I’ll be successful, instead of just another gung-ho newbie who gave up too easily.

How about you?  Have you been exposed to the wonderful world of Direct Response Marketing?  Did you “try it” but give up without giving it your best shot?  Or are you one of the happy few who made a decision to become a great student of it, to master it and therefore revolutionize your business and your life?

I’d love to read your Comment.