The Truth About Tools, Apps, Courses And Marketing Software
In this article the term tool can also refer to an app, a product, a course or a software-as-a-service (SaaS) platform.
Using the right tool for the task is an essential part of creating a desired outcome. And having the right tool makes all the difference from wanting to achieve an outcome and actually making it a reality.
The tool itself will not achieve the desired outcome alone. The combination of the best tools and the know-how and skill of using those tools will result in achieving your desired outcome.
This applies to everything in life. A great example would be golf. You can spend thousands of dollars buying the best golf clubs money can buy, but without mastering your technique (i.e. your swing) and knowing how to best use these golf clubs, you won't become a better or pro golfer.
For centuries marketers have advertised products by linking them to a desired outcome, which tends to work really well ... this could be a desired emotion, behaviour, lifestyle or feeling.
For example the commercial for the Apple Watch Series 2 (see video below) includes footage of swimming, surfing and other appealing outdoor activities. The ad showcases a desired lifestyle that many want to experience, however the Apple Watch itself will not help you swim or surf more often, it merely offers features like tracking your strokes, playing music or displaying the time.
To experience an active lifestyle the user needs motivation and discipline to get out and live an active life. Adding an Apple Watch may enhance that experience. The watch might motivate you to move more, but it won't move for you.
A gym membership is another great example. Every year thousands of ambitious individuals invest in a gym membership, but fail to regularly go to the gym. The membership will give you access to the best equipment and environment, but it won't work out for you.
In his book The War of Art, Steven Pressfield calls the force that holds you back from achieving your goals and dreams "the resistance". To make things happen, you need to overcome the resistance. And a shiny new tool, app, platform or membership won't do the work for you and won't overcome the resistance on your behalf — that will be up to you.
Another thing to keep in mind is that having access to the tool itself won't help you know how to best use it. More importantly than having access to the right tool is having the know how and experience of how to use it to get the desired results.
Another example, that may be more applicable to online marketing and business, is email marketing platforms. Many eager business owners purchase access to one of many available email marketing apps (like ConvertKit) paying every month, but they struggle to or outright fail to make use of them.
Don't make the common mistake of buying a new product, app, service or course with the subconscious belief that the the purchase alone will solve your problem.
Make sure to actually use whatever it is you have purchased and gain the knowledge and guidance you need to succeed.
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