,

I know I might have hurt your feelings with my mail yesterday.

Especially when I said your opinion didn't matter.

And no, I'm not saying this because I want to apologize to you.

Nah.

What I said was the truth.

But instead I'm here to tell you another hard truth.

You see, I have had to learn this particular hard truth the hard way, more than once even.

And I'm here to save you the pain and heartache of making the same mistakes I made.

And this mistake is just one word.

This word is so dangerous that Till Boadella (a marketing expert) called it the most dangerous word in marketing.

And what is this word?

ASSUMPTION.

I can't tell you just how much damage this word has done to many marketers, including and especially myself.

For me, it has made me have a couple of failed offers and lost me quite some money as well.

And it will do the same thing to you, if you let it.

Because you see, assuming things about your market or target audience is more like "hope marketing".

And as you probably (should) know...

Hope is not a strategy.

So the worst thing you can do is to assume you know your audience's:

• Pains
• Problems
• Desires
• Dreams
• What keeps them up at night
• What they respond to
• The kind of offers they buy
• The emotions they feel
• And so on.

Because you will end up doing trial and error for a long time.

Long enough for a lot of your money - if not all of it - to go down the drain.

Trust me, you don't want that.

So from today, replace assumptions with hard facts.

Do your research well.

Test your offers, copy, marketing messages and everything you've got on the market based on your research.

Then once you figure out what "sticks to the wall",

Focus on doing that thing.

And you will be a much better marketer than you are right now.

I hope you learnt a thing or two from this mail.

To your marketing success,

Daniel Enisan.