If you market your product or service, you have two jobs:

  1. Make people believe certain things.
  2. Make them act on those beliefs. 

Think about it. Imagine being able to make anybody believe anything and turn those beliefs into action. You could become a famous billionaire tomorrow.

But while those two steps are deceptively simple, execution is hard. 

You see, I recently talked to a prospect who asked me 

„Here’s a link: <link>, what’s the best way to sell this?“.

You might think it’d be my job to figure this out—it’s not. At least not with this question. If you ask „What’s the best way to sell this?“, you don’t understand marketing. 

Because yes, I do make people believe things and create action. And I also help with strategy (figuring out which beliefs need to be created and such)…

…but marketing is not an ATM where you push a button and receive money.

„What’s the best way to sell this?“ Is a horrible question because it assumes there’s one best way to sell something. And in some cases, there may well be a best way to sell something. 

But if you get marketing, you know the only way to find out which way is best is a good ol’ split-test. 

And you know even the best marketers, copywriters and media buyers don’t create successes ALL the time—because everything in marketing is a test. 

So, what shall ye ask instead?

Frankly, if you’re asking the forbidden question, you need to ask yourself basic questions. 

*who is my marketing talking to? 

*how much can I spend on marketing? 

*what existing marketing assets do I have (SERP rankings, email list, etc.)? 



Because when you do your due diligence about your own product, business and market, ideas for things to test will pop into your head!

And THEN, you won’t need the horrible question anymore. 

Do your research. 

-Finn Lobsien