So, I spent all day yesterday installing a site redesign on a client's website. It took me two days of work before that to do the actual redesign, and then the installation went sideways on me so it took me all day to straighten it out.

To say I was frustrated would be an understatement.

The thing is, I wasn't getting paid for any of that work... I'd already built the site for this client, and I'd already been paid for it as well.

However, my guarantee is that I keep working until the client gets results. Period. Nothing follows, no qualifying statements needed.

Sure, I end up doing the same work twice on occasion, but I know that's going to happen sometimes. 

Why? Because marketing is about making mistakes.

Hear me out on this. When I build a website for someone or write a sales letter or create a marketing piece (like a flier or door hanger design), I know that sometimes that piece will work like gangbusters right out the gate...

...and then other times it will under-perform. I know this because I've been doing this stuff for a long time. This year officially marks my 30th year in the martial arts, and for the bulk of that time (21 years or so) I've been teaching and marketing my own programs.

All that marketing experience has informed me of one thing - that the path to effective marketing is to put something out there, measure your results, adjust it, and repeat. 

Which means that sometimes, you have to do something more than once before you start seeing results. (In fact, that happens more often than most experienced marketers care to admit.)

So, I'm okay with doing the same work twice for a client who isn't getting the results I promised them. All that means is that we're figuring out the right message for their market, which is what good marketing is all about in the first place.