sly : marketing

We are not lucky

A few days ago, I wrote a review of the brilliant book, The War of Art, by Steven Pressfield. The review was just a regular review, the only thing that was out of the ordinary, was probably how enthusiastic and positive I was. I really loved the book. But, for some reason, I started to notice extraordinary traffic to the review, just a few minutes after I published it.

I looked at the statistics, and I noticed that the traffic was coming from Facebook. I had installed the Share Juice Pro plugin, and I could see that more and more people liked my review on Facebook (at the time when I am writing this article, 121 have shared the article on Facebook), but I didn’t understand why. Well, until I received an email that my review had been shared on Steven Pressfield’s Facebook Page.

Steven Pressfield on Facebook

Looking at his Facebook page, I was happy, I was humble, and I just didn’t know what to say. I wrote a thank you comment, because I was really grateful.

But, the thing is, I have been thinking a lot about this one incident the past days, and not more than a year ago, I would have said that this traffic, and the Facebook share, was all due to luck. Now, after I turned pro, I know that it’s not. This sort of thing happens to people that won’t give up. This sort of thing happens because we sit down and work every single day, and we hustle to become the best we can be.

It might be years until the next time I receive something like this. But, you know what, it doesn’t matter, because I’ll be writing and marketing forever, so I know that it will happen again.

We are not lucky. We work hard, and we reap the benefits of showing up every day.



11 responses to “We are not lucky”

  1. Those two videos are great, but more importantly they showcase the product. How the heck does a crater relate to telecommunications? If anything, it seems to paint a bad picture, “our service is like a giant hole in the ground, your stuff will get lost!”

    • Yes, Adam I don’t understand why Tele2 didn’t see that this campaign would backfire.

      I just read in a Norwegian newspaper that the Latvian government is very upset with Tele2.

      Linda Murniece, minister of the interior, was quoted on saying that the ministry “doesn’t want to do business with a firm that promotes itself at our expense” 🙂

  2. Hi,
    Nice post! I just want to comment on the Ray-Ban video. It’s pretty nice and the buzz worked quite well. But I’m not sure there was any return for the company. I did see that video. I remember that it was an obvious fake… but I didn’t know it was from Ray-Ban, nor did it make me think of the brand. Some people would recognize the shades, but then they already know the brand quite enough…
    What do you think?

    • I agree with you Guillaume, a lot of people didn’t know that Ray-Ban was behind this video. But what probably happened, was that a lot of people wanted to buy new shades after watching this over and over again.

      So, shades in general got a lot more attention, this benefited more companies than Ray-Ban, but probably Ray-Ban as well 🙂

  3. jangeronimo says:

    Crazy idea indeed. Can I have what those people at Tele2 are drinking? LOL

  4. Mark says:

    The strange thing is, every project I’ve ever done, I believed it was the next holy grail… and most of them failed.

    The entrepreneur never stops thinking and acting on business ideas. When one crashes and burns, it’s a lot of work, thousands of hours, people’s lives, all turned upside down because something didn’t work.

    And if you keep on going, each of these experiences will get you closer to the grand vision you started with in the first place. All of it (good & bad) contribute to reaching your ultimate goal.

    Having a vision is the easy part. Maintaining is the hard part. Because the road that leads there is bumpy. Hairball. Even dangerous.

    It’s not a yellow brick road that leads to fame and fortune as you will think it is. It’s a off-road course with pits, boulders and cliffs 😮

    All of that to just say, LUCK has everything to do with your success and the more opportunities you provide it to work in your life, the luckier you get.

    Success, in my mind, goes to those who are willing work hard for it.

    This was a tasty post, Jens – cheers!

  5. I believe that in this business, there is no such thing as luck. Perseverance and hardwork are the keys to success.

  6. Steve says:

    Someone important in the [studios] movie game told me to be persistent. If the person things you’re pestering, it’s because they don’t like you or your pitch. Trouble is, nobody wants to be the one to reject the John Lenin’s of the world. The major axiom in our world of the creative: Consider the Source.

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