We love the easy button.
We lap up stories of falling into money and fame and someone’s troubles melting away.
We love it and imagine it happening to ourselves.
The fairy god mother coming down, granting all our wishes and making all our problems and worries disappear immediately.
We love it despite the fact we know it’s not real.
Every apparent overnight success has a story. A story of struggle, failure and hard work.
But there is still a mass delusion that easy riches are a click away.
This isn’t new.
The search for El Dorado and it’s mythical gold ruined a whole empire with an entire populations greed and delusion.
El Dorado was a famed city of gold.
When the Spanish arrived the myth of El Dorado spread like wildfire.
A city where everything was made of gold.
Gigantic expeditions set off in search of it only to return months later having lost hundreds of men along the way and trekking thousands of miles.
The mass delusion in instant riches swept Spain.
Whole towns in Spain were depopulated as the menfolk left to search for gold.
By the end of the seventeenth century the entire country had shrunk it’s population by half. The city of Madrid dropped from 400,000 to 150,000. Farms and businesses were abandoned.
All to the chase easy, instant riches.
The internet has brought about a modern day El Dorado.
A promise of easy, instant riches at the click of a button.
For one payment of $97 all your woes will disappear. No experience needed.
One funnel away
One ad away
One promotion away
The problem is there is some truth in it.
All those things are possible.
I’ve had one funnel that made over $1m
I’ve had one ad that generated $609,500 in sales
But I’ve launched dozens of funnels and hundreds of ads.
I’ve lost hundreds of thousands failing repeatedly.
Yet I still fantasise about the easy button.
I want this to be easier. For me and for you.
But that’s the price of admission.
The cliche is true; If it was easy, everyone would be doing it.
There is no easy button.
The key to progress is consistently turning up every day.
Pushing, learning, trying and testing.
Failing, sometimes publicly and embarrassingly.
If you’re not prepared to pay the price then you’re just chasing the myth of El Dorado.