Online marketing is entirely different. Online marketing is like having your own research and testing facility for marketing right at your fingertips. There isn’t ANY part of online marketing that won’t work for your business, and you have the luxury to test them for very little, even no money. Since you can now check the performance of every piece of marketing against any benchmark you wish to set, you can know exactly what doesn’t work so you can stop it, and what things you need to be doing a lot more of because they are producing results.

You can start an online business marketing program with absolutely no money out of pocket.  The more money you have, the faster you can grow your business, that’s all.  But the beauty of it is that you don’t really need any money to start. The marketing laboratory comparison I made above is not actually an analogy.  It’s an accurate description of what you have at your fingertips. For the inventors and entrepreneurs in the audience, that will give them an immense sense of hope and comfort, as they are frequently at home with the idea of testing, iterations and modifications. 

For a regular retailer, it can be a little intimidating, but really, it’s the biggest liberator you’ll ever encounter. Why’s that?  Because, quite simply, it means you can never, ever make a mistake.  Nothing EVER costs you money any more.  It just affects how much money you make.

There are two ways to look at the world.  The work of Dr. Carol Dweck at Columbia University on learning perspectives can most easily be summed up by a comparison of the following two phrases.  One represents a fixed mindset, the other a growth mindset.  When you read them, you’ll figure out which is which with little difficulty.

“Sometimes you win, sometimes you lose.”


“Sometimes you win, sometimes you learn.”

With online business marketing, you only lose when you stop marketing.  How can that be? Simply put, even if your marketing campaign generates zero response, then you have, at the very least, learned a way to NOT do your marketing. It doesn’t matter.  It just didn’t work…that way. 

The beauty of the Five Driver system is that you are doing this work yourself, for the most part, so there is no real cost to the program except your time.  As you start to develop new programs and start to get some level of success, you will now have your own set of benchmarks you can use to see if your latest changes work better or worse than what you’ve been doing to that point.  If it doesn’t work as well, then chuck the new program and create another new one.  If it is an improvement over your previous methods, you chuck the old one in favor of the new one. It’s that simple.  There’s no “but it’s my baby!” feeling, because they are all just samples in ongoing marketing tests.

So, if you have a desire to grow your business, and you have a willingness to experiment with your ideas for how to best market it, then online business marketing is the best thing to happen to your business in the last hundred years or more. In fact, it is the first major revolution in marketing we’ve had since it became a serious field of study.

That probably explains why people are so perplexed by it.  Everything appears to be magic until you figure out the science that makes it work.