I almost titled my last post, The ABC’s and F of Marketing, because the number one thing that I have learned on a personal level through this whole process of writing and publishing my book, Pajama School, is the value of Failure. Like most people, I have always had an aversion to failure and would do [or not do] whatever was necessary to avoid experiencing it. In many ways, my self-worth was tied to my success in various endeavors. Well, come to find out, particularly in the marketing stage of things, it is absolutely essential to take risks with a high probability of failure – most on a small scale, but some on a large scale. The only thing worse than failure is failing in a very public way!

Here are just a few of the ways I have experienced failure while working on my book project:

• I failed to receive some of the endorsements that I was hopeful I would receive for my book.
• I failed to persuade a desired distributor to carry my book.
• I failed to garner the participation of a particular blogger to help spread the word about my book.
• I failed to get several catalog companies to carry my book.
• I failed to break even on booth space rental at a convention.
• I failed to sell the number of books I expected through a paid advertisement.
• I failed to interest a local bookstore in stocking copies of my book.
• I failed to secure a local book signing event that I proposed.
• I failed to generate the interest I expected in one of my biggest marketing initiatives.

And I’m sure I could come up with plenty more besides!

Although I have read the writings of numerous business leaders who advocate the benefits of failure, there is nothing quite like experiencing it first-hand. And in a convoluted sort of way, I am actually learning to accept and embrace failure because of the tremendous way it has helped me grow and instilled in me a drive and perseverance that I formerly lacked. It opens up a whole new world of ideas and possibilities if you approach each opportunity with an awareness of the risk, but the mindset that regardless of whether it is successful or not, experience will be gained and lessons learned. And maybe you’ll even sell a few books in the process!