It’s okay to be a one-trick pony

When I first got into this marketing game 20 years ago, I felt like I had to know EVERYTHING.

I signed up for courses and read everything I could about:

• HTML (WordPress came a lot later)
• SEO
• Copywriting
• Graphic design
• Video editing
• Webinars
• Yahoo ads
• Google ads
• Facebook ads
• Product launches
• Landing pages
• Chatbots
• And on and on and on

Turns out I had a good understanding of these marketing tools, but I wasn’t very good at most of them.

Jack of all trades, master of none.

My expertise was a mile wide and an inch deep.

Perry Marshall set me straight.

“Choose one traffic source and become an expert”

Google AdWords was Perry’s expertise, so I went down that path.

I spent the next year learning and doing Google ads (the doing part is the missing link for most of us).

It turned out to be a good choice because I built a nice little web agency in the mid-2000s.