Earlier this year, paleontologists working in Peru discovered the fossil of a prehistoric four-legged whale.
This beast lived around 40 million years ago. It was about 15 feet long, looked something like a giant otter, and could both walk on land and swim in water.
While I was meditating on this prehistoric monster, I realized it’s a good metaphor for a real problem that many marketers, copywriters, and entrepreneurs face.
In fact, I heard a very famous and successful marketer, copywriter, and entrepreneur talk about this very issue.
The man I have in mind is the late and great Gene Schwartz. And the problem Gene was discussing was this:
As you become more successful, you lose touch with your customers — and that’s terrible.
Becoming successful requires certain things — discipline, hard work, optimism. It also brings certain things — money, freedom, a sense of achievement.
The thing is, unless you’re specifically catering to other successful entrepreneurs… then these are not characteristics that your market will share.
And as you become more successful, it will become harder and harder for you to connect with people in your market, to understand them, and to get them to buy whatever you’re selling.
In other words, you will become a sleek, powerful, self-contented whale, swimming gracefully under water and gorging on tons of freely available plankton each day…
While all your monkey and squirrel customers still live in fear, anger, and scarcity on dry land.
So what’s the fix for this?
Well, Gene advised immersing yourself in trash pop culture and constantly talking to your prospects.
I’d personally take it a step further.
I’d advise growing a set of hairy whale legs and using them to crawl around on land every now and then.
So for example…
Allowing yourself to waste time…
Wallowing in controlled negativity…
Making an occasional impulsive decision…
Or blaming others for your problems instead of taking responsibility for yourself.
Of course, these aren’t good behaviors. They will not in themselves lead you to success.
But indulged carefully and sporadically, they can help you understand how most people live, what they want, and how you can give it to them.
At least that’s how I justify my own whale legs.
And if you want to take advantage of all of the time I spend reading trash pop culture and making impulsive decisions — so you can have more effective marketing for your successful business — then you might like the following offer: