20 Questions You Should Ask Before Purchasing Expensive Marketing Tools

By way of introduction, many Internet marketers use rather technical marketing tools to help them out, they do this to cut corners safely and make certain efficiency improvements. A lot of the things that these tools do you can do manually but it will take you a lot longer. Most tools enact time saving, many give you access to options you might not otherwise get, and some do smart things that you can’t do with ease.

The saying goes; a poor workman blames his tools which leads me to write this article.

I have devised 20 Questions you should ask before purchasing expensive marketing tools.

20 Questions you should ask before purchasing expensive marketing tools

Image Source: Commons by unknown artist held by the NARA

I had started out with 10 but after thinking about this a whole lot more that number has doubled. I found it surprising how quickly this article came together. Scary in fact. I believe there are possible even more questions that could be asked but these are just the ones I thought of.

 

Question 1: Do you have the time to learn how to use them?

If the marketing tool is not instantly intuitive and easy to use it most likely has a bit of a learning curve. Don’t forget that a lot of these tools are made for pros and semi pros who know what they are doing and can grasp the advanced concepts quickly. The bar might be set too high for you, thus shaping the investment as a difficult pill to swallow. It may be months before you can use that tool effectively and the very time you spend trying to learn it is time you could have better spent in the trenches building authority and pushing out quality content.

 

Question 2: Does the tool satisfy what you need or exceed your expectations?

Ideally you want to purchase something that does the basics brilliantly but also opens you up to new possibilities. You may not use the functions straight off the bat but will come to use them later once you have passed through the learning curve and want to work smarter.

 

Question 3: Does the product exist on hype or is it a shining example?

A basic question to ask but if you’ve tried to find tutorials other than those provided by the company who made the tool and find the depth to be as shallow as the child’s end of the swimming pool you’ll soon be disappointed. We are all aware of the term “Snake oil” and people “talking a good game” but when it comes down to it, is there empirical proof that this product is good?

 

Question 4: Can you afford it?

If you are treating your property as a business and it is not generating sufficient profit to cover the operating cost, is it wise to throw more money at the issue and deepen your crisis? Are you better to learn the fundamentals and take your time (see question 7 below)? The tool could be good and could pay out but equally it couldn’t. What risk are you prepared to expose yourself too? How do you want to gear your failure in the hope of success?

 

Question 5: Are you buying it just to be trendy?

If you are trying to keep up with the Jones’, and buying this tool to show off, is this a rational means of developing your service? Is it appropriate for the work you are doing or is it overkill, uneconomical in the long term, and wasteful to your bottom line? Think about it for a sec!

 

Question 6: Are there better, simpler alternatives?

Have you explored other, simpler solutions? Is there an easier route to success that doesn’t come with this price tag? Could you achieve the same with something that does this task alone and is cheaper?

 

Question 7: Should you shortcut the learning experience?

Often by using tools you are blinded to knowing how to “actually” do it. It is like mental arithmetic, if you only ever learnt to use a calculator, what would you do if you didn’t have access to one? Often you need to know basics to use the tool properly so stop a darn minute and learn it first!

 

Question 8: Have you researched it enough?

There is a difference between “best fit” and “good enough”. Spend the time to understand what you want rather than filling a round hole with a square peg. Like a scientific experiment you should approach your research “Scientifically”. Sample many sources to try and combat the marketing bias. Don’t forget that many of those page 1 results on a Google search could well be peppered by affiliate marketers who will talk up and sometimes downright lie about the effectiveness of this product.

 

Question 9: Do you understand what you need the tool for?

Did you set out hoping that this tool would be the panacea of all ills but actually then discover that whilst it adequately does some things better, it isn’t all that much better than how you were doing the tasks before? Have you got a good idea of what you want this tool to do for you? Have you got plan for how you will use this tool in your arsenal?

 

Question 10: Do you know anybody else who “actually” uses this tool effectively?

Phoning a friend works on how to be a millionaire so it can work for you. If you’ve been adept in making friends in your field of blogging you can ask the “right” questions about whether this tool is really worth it. Ask a stranger if you have no friends. What’s the worst that can happen?

 

Question 11: Is there a trial version?

Trial versions or periods are pretty awesome in instructing you whether this is actually going to be something you will come to depend upon or whether it is a straight up pass. With tools that require monthly payments you shouldn’t try the tool without a trial, or at least a cool off period. Why would you want to get lumbered with something that is as useless as a chocolate fireguard?

Trial versions can lead to a bit of a discount because you were willing to try out the product and get a feel for it.

There are different types of trial.

  • Ultra trials – Where everything is on show but the version you might buy has restrictions depending on the structuring of add on features.
  • Full trials – Where all the features are unlocked and are representative of what you will buy and use.
  • Full trials with base level features – As above but with the exception that you can purchase certain upgrades to certain sections of the tool when you go live making the package a more bespoke fit.
  • Restricted trials – Where some of the features are locked out as incentives to buy and will only be available after you make the commitment.

Some trials may only be accessible by putting down some sort of deposit. You can most likely back out in a cool off period but you will have to keep an eye on the clock. Often trials like these do have some form of ticker informing you how long you’ve got left to decide. The sales/marketing teams most likely layer some inducement into this scheme to separate you from your cash. If you like the product then you might consider it. Sometimes it is worth holding out until the end as the inducements get bigger.

 

Question 12: What is the quality of the training documentation like? Is there any?

If the tool is ultra-intuitive then it may not need guides. Often some tools may have some form of video based tutorial but sometimes the demonstrations are not actionable or up to date. Helpful tools will often have a following outside the organisation and may be supported by individual practitioners who have their own hints and tips on the side. This is normally a good indication that the tool is actually useful.

 

SU27 Cockpit

Where’s the start button? Niet, niet, niet!

Image Source: Commons by Vitaly Kuzmin

If you’ve ever played an old flight simulator called SU-27 Flanker, you’ll know that if you can’t speak Russian you’ll have a devil of a time finding out what the controls do. Especially without a manual in English to tell you what keys control what. These marketing tools can be just as frustrating if you are not up with the jargon and the mind-set of a marketer. It’s never nice to be blinded with science and often unscrupulous designers can do just that to hide the fact that what is produced is actually just a form of hack (a software shortcut).

There is a difference between learning how to use a tool and how to use the tool to its best effect for your business. Are you supported on both aspects?

 

Question 13: What is the longevity of this tool?

With all things Internet the times move quickly. Is this tool intended to evolve with the movement of time through incessant patches or does it stand still? Does it have long term use or will it be a victim of some algorithm change or discontinuity (new ways of doing things). Consider that Internet marketing is a march in time, that with every success that is done to death, a new method of being noticed is required. Does the tool keep up or is it consigned to the scrapheap after a couple of years? Is the price therefore justifiable in that short window?

 

Question 14: Does the tool have a good build quality?

Whilst it can be argued that a tool has to be developed to a language that makes best use of the data it is aggregating (turning into useful information) does it do this efficiently? Does it use a front end that is nice to look at, up to modern standards and stable? Does it return data quickly? Can the data be trusted? Does it pump it out the way you want it? Does it become instantly frustrating? Does the user interface look good? Are things in a sensible place? Does it look like a 3 year old put it together? Does it inspire confidence?

 

Question 15: Does sharing your personal data through this tool (if housed on the provider’s server) give your incumbents (competitors existing in your market) unfair advantages?

Such tools as Google Analytics have been criticised for stealing keywords to fuel paying advertising customers through the supposedly philanthropic efforts of its free to use Google Analytics tool. Would you feel happy arming your competitors through trying to help yourself? Would you feel that this is a betrayal of your competitive advantage? Would you be miffed if your special ingredients were easily imitated by your rivals with a blatant back hander? Does participating in this tool make you vulnerable?

The data protection act can be open to deviation. There is nothing illegal about the company who allow you to save your data on their server checking out what you’ve got and seeing what you are doing to make money. The only thing the provider has to ensure is they don’t share your data, they keep your credentials up to date and dispose of your details in a safe manner if you leave their services behind.

 

Question 16: Have you achieved a sufficient level to use this tool to its fullest?

Say if you have a mailing list tool with a monthly cost and it allows up to 50,000 emails to be sent in that pay bracket. Is it efficient to purchase the tool when you only have 3 subscribers? Answer, No. Should you be using this tool when you are sending around 25,000 emails a month? Answer, Yes! It’s all about economy of scale.

Let’s do some quick maths!

1 email sent per subscriber per month.

3 subscribers = 3 emails.

Mail service cost per month = $15

$15 divided by 3 posts = $5 per post.

Then:

1 email sent per subscriber per month.

25,000 subscribers = 25,000 emails.

Mail service cost per month = $15

$15 divided by 25,000 posts = $0.0006 per post (a fraction of a cent)

My point here is that you have to hit the right level of investment for the right volume. Don’t be persuaded that with your poor numbers you need something that is over capacity. You would most likely end up being over charged for the lowest price package so it is better to meet the minimum healthily rather than hope that your need picks up later. If you start out weak this may be a question of your venture’s survivability and if that is in question, should you commit to a gamble and deepen your crisis? You should enter into something with a strength, not in a vacuum.

My calculation above outlines some affinity with Aweber and Mailchimp. I use Mailchimp because my subscriber numbers are abysmal and I don’t want to pay for something that isn’t used to capacity. I can’t bank on the numbers being there because I have to be realistic. There isn’t going to be a viral explosion of followers because that is an urban myth. You only truly get there with hard work. Mailchimp is the best cost fit, overall it may not be the best function fit but at this time I’m more concerned about the price to capacity offset.

What are your principle concerns? Are you thinking straight about this?

 

Question 17: Is it the right price?

I mentioned in the beginning that these tools are expensive but as with my demonstration of the maths in Question 16, does the provider offer you the option that fits your economy and your volume?

Cost types:

  • A one off cost. This can be an easier pill to swallow especially in business terms where you can depreciate the investment over time. In most cases you can expect to install the tool locally.
  • Subscription based payments. For this you would expect certain additional services to be included like access to free help. These are probably the most common cost types where you have to access your tool through a server.
  • Pay as you go. Often this could be quite useful if you had a variable use. Say in one month you required 1,000,000 units of something from the service provider but the next you only needed 100,000. You pay per unit which works out more economical because you can throttle your outgoings to seasonal affect and be ready for dips and peaks in activity, you may pay more than the other two cost types on average but you wouldn’t overpay through penalties in your bandwidth. Some subscription based services might allow you to exceed your quota in the form of penalty payments over and above your usage but these offences would be expensive. Pay as you go gives you the optimum flexibility without punishment and is the best option if you have seasonal variances in demand.
  • A hybrid of the above. In some rare cases you might pay a one off cost followed by a subscription cost for certain features. You might get the option to use additional features in a pay as you go fashion.

 

Bear in mind that if you are a high volume user you will pay more but, if you are at such a high volume the maths of your option should lead you to a higher (pro) rated package.

If you are a beginner, settling for the lowest option, may be comparatively expensive. This entry level allows growth but if you think about your fledgling business in terms of cost per lead, you are going to be overpaying the tool maker for the benefit and eroding profit.

It is more about judging when the more efficient path is to have it managed. In my example, in Question 16, at a price of $0.0006 per email you’d be stupid to pass up the opportunity to reach as many leads as possible. If you had 25,000 subscribers this would be the right time to access volume saving but you might have decided this at about 5,000 subscribers.

Often it is about defining the threshold between making do with simpler and enhancing at a healthy cost to revenue. $0.0006 is almost negligible in a tangible sense. In other words it is so small it cannot be displayed in physical coins. It would be guaranteed, that if you got 1-3% of that 25,000 (250 – 750) in leads, the expense of your monthly subscription would pay for itself many times over. Say if your product to sell is quite expensive at $1,000 dollars and that only 1 in that 25,000 converts, it still pays many times over for your outlay. The thing is, you have to be able to convert first so don’t be blinded by these numbers and get hopeful. It’s all part of the game.

The price is right if you get your full use out of the software, get the efficiency you need and can cover off the cost of this tool. Otherwise there is no point.

 

Question 18: Were you pressured into it?

In some situations you might have a consultant or someone helping you out, they might suggest something quite strongly to you, they might pressure you into it. They may get a kickback and they may not give you an option. Remember that at the end of the day, you pay the bill so if it is something you can’t justify for the cost, put your foot down.

Don’t get suckered by the “upsell” because fools are often parted gladly from their money. Take pride in your ability to say “no” and don’t be browbeaten into saying “yes”! Use your tongue.

 

Question 19: Can this tool, by methods unclear on the surface, risk you facing problems?

I have to explain this question a little to frame the context. A person I have read a lot from, who is an affiliate marketer, made some bold claims of a particular piece of software called Tweetadder. This software basically adds followers on Twitter in large bunches. The problem that the marketer didn’t highlight or shout out in big letters is that you can be banned for up to one month by breaking Twitter’s terms of service using this software.

So the lesson is, just because the tool works doesn’t mean it does it in a discreet way. It may well perform its duties like a bull in a china shop. Being banned for a month on a social media platform can really hurt, why would you expose yourself to that? Now I have to point out that with this example the threat of the ban only occurs if you are adding the maximum number (which was 1,000) and are physically clocked by Twitter. If you are careful you can get away with smaller amounts scot free.

So some of these tools can be dangerous! I’ve mentioned in Question 15 that Google can steal your search information via Google Analytics, in order to provide paying ad customers a boost, essentially robbing Peter to pay Paul.

What may seem well meaning on the surface can be a firestorm underneath! Caveat Emptor or buyer beware!

And Finally…

 

Question 20: What does your gut tell you?

Gut feelings are normally far more reliable than confusing signals. If you’ve got a good sense of judgement but your head doesn’t give you a definitive answer, go with your gut! Whilst it is entirely unscientific, slightly irrational and potentially risky, your gut instinct has been designed from how you have handled situations before. Humans are programmed to understand patterns. In the time of the cave man we would follow these patterns to find food and avoid danger.

The gut instinct is used when time is not on your side. If you’ve ever heard the term “Fight or Flight” this is a precondition based on your instinct. You stick around to “fight” when you have a good feel that you can win or take “flight” when you are threatened with overwhelming odds.

It is a bit like Spidy senses if you are familiar with Spiderman aka Peter Parker. It is those small hairs on the back of your neck, that knotted feeling from the pit of your stomach, a sudden urge to pay heed and stop to think before you get run over by that car that was turning around the corner at pace. In Spiderman’s case it is that ability for time to slow down a bit and for him to avoid getting pancaked by a wrecking ball.

A purchase should always be a complex decision-making process because if you make it too casual an event and carry yourself with a blasé, “dumb luck” approach, you are likely to dip yourself in the proverbial “clag” more times than not. Nobody likes to make unhappy purchases but we all do from time to time. The thing you don’t want to get involved with is a costly contract that binds you to something you don’t use.

 

A note from the Headboy

Much of my thought on this has been shaped by how I started blogging myself with Blog Prefect. I got hooked into the idea of how great Market Samurai was going to be for me and it has been the most underused tool in my toolbox. I am just glad that I didn’t pay too much for it. That miss-step has shaped how I look at all of the tools since then. Once bitten, twice shy. I’ve tried on and off a number of times to try and get Market Samurai to work for me but it just hasn’t. It is a poor fit for my needs and gathers dust. That is a crying shame and a costly one.

 

Lifting the veil on exciting events

One of the particular tools available to a blogger is launching something exciting and new. This could range from; a project, service, product, new way forwards, an experiment, change in policy, theme change, direction change, layout change among many things. In addition you can divulge the details of something you’ve been holding back a long time. Something you’ve only been hinting to subtly or unsubtle for weeks or months.

Lifting the veil on exciting events or hidden secrets

Lifting the veil on exciting events

Image Source: Hazel Holland (link to be updated)

Planning

In order to get the most out of this event you should involve some planning. The beauty is that you can have a bit more time over spilling the beans and develop an article that has a bit more substance over a longer period of time. Depending on what you are unveiling, you may also gain some insights (which you can release as tips) and some useful guide based websites which you can either link to or plunder (see my guide to topic plunder for more details).

 

Capturing the excitement

I think it is often wise to talk up that which you are unveiling. All of the big guns like Pat Flynn and Darren Rowse talk up their changes and that seems to be a winning strategy. Because you invest yourself quite deep into these changes or when new events arise, why not let everybody know what’s happened? Even if it is bad news this may help someone, especially if you try to suggest some way to remedy the problem. You never know what could happen! Your audience might have the perfect answer and are willing to share it with you in the comments, by social media or through email.

The point is, other people don’t know it’s on fire unless you shout about it! ‘it’ being that special something you wish to unveil.

 

Other uses for being vocal about unveiling something

It helps define some statement of intent. You know what you are going to be doing or how what you have been doing is shaping what you will be doing.

“Whatcha doin?”

Revealing information is exciting, some might see it as a reward for being an avid viewer.

 

My veil to lift

I’ve always been rather quiet on where I work and what I do, mostly because there are certain stipulations that I must conform to in order to avoid to major areas where my company can be held liable.

I work for Virgin Atlantic Airways in the Maintenance Planning Department and for a whole year the only hint you’ve had of where I work is the image you may see in my About page. That image shows me sitting in the Upper Class Suite in a J class seat.

Virgin Atlantic

Some alignment to the blogging and Entrepreneur world is Virgin’s owner, Richard Branson. He personifies Entrepreneurship so if you wanted to see how to succeed as an entrepreneur you could look at Richard’s rise and see the strides that he has made. It’s all there for the taking, if you know how to take it.

The reason I haven’t spoken about Virgin is that I didn’t want that to shape expectation or provide diversions answering questions from people unhappy with their flights, because really, its not my department. All I do is try and schedule maintenance in the hangar’s when those planes you see flying about aren’t flying and most of the maintenance I plan, is the heavy work, not the broken in flight entertainment or the iPad you lost down the seat back.

There are three restrictions that preclude me from talking in depth about Virgin Strategy or things going on. On an annual basis I am required (as are the rest of the back office) to undertake Anti-Bribery and Competition Awareness. This means that I’m not allowed to discuss anything that could be used to arm a competitor. The fines are impressively large and because VAA have been found to be guilty on this charge at least once, such stern measures have been taken to prevent it.

The third point, not mentioned with my annual training, is in relation to Social Media. My company has a strict policy with regards to defaming the organisation through such mediums as Facebook, Twitter and the like. On 2 occasions within my 10+ years tenure, a handful of individuals have been fired for writing stupid things.

Idle chatter can be costly! Loose lips sink ships as they say.

I’m allowed to talk about anything that has been released in the press. So I can mention about Delta’s Joint venture, about our new CEO Craig Kreeger, and about our new Route to Atlanta starting in October. I can talk about the 787-9 series aircraft (to a point) and about Virgin Atlantic’s 30th Anniversary.

In terms of my blogging adventure, what I can say is that I share an equal priority on Brand considerations. I am also quite aware of the need to have good customer service. If asked which airline I’d pick based on the crew service between British Airways and Virgin Atlantic I would edge towards Virgin every time, that’s not me being biased. I know its better.

Also another key thing to mention is Wednesday at the Base. The Base is the building I work in situated in Crawley, not a million miles from Gatwick Airport. Wednesday is a good day for one particular reason. The cabin crew (predominantly female) are trained on Wednesday and for the male reader, it is a good day. Let me just say. 🙂 It brings a whole new meaning to the words “bird spotting”.

Happy Blogging people!

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Ways you can use Nostalgia to draw your audience

There’s no better way to draw a connection to your audience than with a good old bit of nostalgia.

Heman and battle cat

Image Source: Flickr by Semihundido (these aren’t the original toys that could be bought but they look pretty awesome, I had a bit of a thing for She-Ra and Evil Lyn).

 

Speaking about the ways you can use nostalgia to draw your audience

Often you can get some emotional connection by tapping those happy memories that people had from yesteryear. It doesn’t even have to be very distant in the past to carry some weight with your audience. It could be something that ended too soon (Firefly by Joss Whedon) or maybe just one sound clip from a happy time in the 90s. Whatever it happens to be might be just the right ingredient to connect with that right audience.

 

Thanks for the Music

But images might not always be enough. I’m a bit of a Beach Boys fan even if they were before my time and I think you’ll find that music works just as well.

Kokomo, that really takes you on a place you want to go. It really does. Sometimes your article has to be a bit of a journey on a magical destination. It needs a bit of theatre, a bit of zesty passion. Sometimes you need to go a bit further. Florida for me is a happy place. I’ve been there twice, first time Kissimmee, second time Sarasota. I have fond recollections of that place in a different world.

And the nostalgia builds. There was something I ate whilst I was in Florida many many years ago.

And yes, it is the biggest pizza my mother, father and sister remember.

See how much a of a magical journey you can have with the nostalgia of yesterday.

 

It is not only me getting on the bandwagon!

Remember this?

Other people did and then we got this:

 

Bad things die

 

Good things return

Good things return

Image Source: ScreenRant

 

All in all, there’s always a place for nostalgia

Now before the Lego movie got popular there was something that went like this:

 

And if we are going down that route:

 

What makes you happy? there must be something in that personal journey of yours that you go in search of!

 

On the Dark side of Nostalgia

Some nostalgia has negative meanings for some. The song featured above by Mungo Jerry was associated with a rather shocking drink driving campaign in the UK which for some tainted this song a little. I still associate mangled drink drivers with this song and this advert was from the 90s.

So you have to be careful what nostalgia you choose.

 

But otherwise, the sky is the limit!

And I couldn’t leave She-Ra out, she had the better theme tune and better baddy in Hordak. Everybody knows that!

She-Ra

She-Ra, you make me go weak at the slightly unusual plastic knee joints.

Image Source: Flickr by CG76

 

The 2014 Gamble Conclusion

I never like to abandon projects but on this occasion I’ve had to step away from this overly ambitious project. Rather than just leave it to burn in obscurity (where it started funnily enough) I thought it wise to try and go over some points as part of a learning process.

The 2014 Gamble article started life here

The 2014 Gamble Conclusion

Roll the Dice

In line with one of my recent articles I thought it important to practice what I preach and perform a review of the project and see if I could enact a recovery plan. Sadly I feel that there are some major issues and I’ve missed some critical elements to this project’s critical path that are unrecoverable. Queue Picard.

JLP Facepalm

The 2014 Gamble was intended as a comparison between spending money to get my Fiverr gig noticed by means of diverting traffic in various ways on one side versus straight gambling on the national lottery on the other. I was given an allowance to spend and I took some time creating a very extensive schedule as to when everything was going to happen. On the other side I was simply seeing if gambles like the national lottery would rub my nose in my pitiful attempts on the other side.

Ice Breaker Comments

I ran into a major roadblock on February. I had purchased a gig through SEO Clerks which on the surface looked good but actually dented the whole project as a result, but, actually worse than that for a number of reasons which I’ll elaborate on later.

The schedule hitch

As mentioned, whilst I’d laid out a solid schedule, I hadn’t actually thought about the “how”. My Fiverr gig that had been up for several months had not been performing and whilst it did have traffic, it had no conversions. Recently I removed the gig from my sidebar. I could no longer happily present it because it wasn’t generating what I need.

The bigger picture

It had actually hurt my stats in a big way in terms of putting a massive marker towards February. It had put two thousand views onto a page that had not been optimised for visitors and that page drives no inwards views towards anything.

The stat situation actually made it very difficult to maintain my End of Month Reports for a short period because it was like comparing Godzilla to Mini me.

Stat Sitrep

Yes, you did see that right.

I had to get creative in March creating this alternative view.

Dashboard Mar14 vs Jan14

Skipping a month was the better route. I could have cooked the books but that’s not my style.

Once I was into April then May, the problem evaporated but it still causes me issues from time to time when I’m looking at the stats with this giant skyscraper taking all the limelight. I guess the main point was that after all of that there was zero retention.

 

Why zero retention?

I’m not actually giving anything away that people have a sense of urgency to need. Part of the game with internet marketing is to convince people they need it and soon. Talk it up like it is the end of the world then hand out a solution that neatly fits in the palm of your hand.

Either that or free. Free funnily, has a big currency. The currency of free. Maybe I might write an article about that soon. The knack to providing valuable free information is to give something away that is immediately valuable to some degree and that has actionable points that you can get your teeth into quickly. The knack is to present something that has some form of immediate merit. Using Pat Flynn from smartpassiveincome.com as an example, he gives away a guide on how to create ebooks. Why? Because ebooks are what help towards making that big number in the top right of his screen. You would think about that as a future development and that’s something valuable. It is a bit like a freebie at a convention, a little coaster or a keyring. Something to remember that company long after you went to that convention.

 

In Summary

My risk didn’t pay off as I thought it might but it actually did my situation more harm than good. I would say without a shadow of a doubt it is best not to take major strategic decisions without having a more flexible plan. In this case I had no game plan and as a result things began to collapse very quickly.

With my thoughts about buying hacks, be very careful, some can be detrimental in nature. Fortunately the one I purchased didn’t make any lasting damage other than the bizarre skyscraper in my stats. It is important not to purchase something that might be punishable by Google or by one of the Social Media agencies.

As for the lottery, my father always says one thing about it:

“The lottery is tax for the stupid!” – Mervyn Davies

So if you have a big project planned sometime soon and you think it might need some more thought, I’d recommend you take that time to get it better fixed in your head.

Paul McKenna, a quite famous hypnotist/mentalist from the UK, states one thing about success:

“The best way to be successful is make plenty of mistakes.”

My project actually set me back at a financial level so unlike my other cost free mistakes, this actually dented my wallet. I was prepared to sacrifice this money to give it a go and the risk was small so it wasn’t too painful.