It all started during one of the hottest, most beautiful summers I can remember. I was stuck indoors, and I was wearing a cast on my leg from a recent surgery.
It was the least productive I had ever been in my life. Or so I thought.
The last week of summer, a friend stopped by and asked me what I was up to. During the conversation, I realized I had learned how to solve a Rubik's cube in under 45 seconds, beat three difficult video games, taught my dog a dozen tricks, mastered the art of walking on one leg without a crutch, and casually made $50,000 from a "stupid idea."
In that moment, I realized the power of laziness and how I could leverage it to grow my brands, improve my marketing and accomplish just about anything else.
So let's take a look at how to do just that.
1. Let them come to you.
Everyone is so focused these days on an aggressive marketing style that manipulates people to buy and take action immediately. There are thousands of books, hundreds of thousands of hours of video and endless ads preaching the best ways to goad people into buying.
But for the lazy marketer, wouldn't it be better if customers just appeared on their own?
The key to an effective "let them come to me" strategy is to build a product so awesome that people can't ignore it.
2. Get it out of your system.
Before the lazy marketer builds his great product to sell, he's going to have to deal with some distractions. One option is to pretend the distraction doesn't exist and get to work.
But the thing is, the lazy marketer is going to going to succumb to distraction. So it's better to embrace it.
A lot of people say that you shouldn't do things like play video games if you want to be successful. They say it's a big waste of time.
The exact opposite has worked for me. In fact, video games have a proven link to achieving goals. Video games also teach you how to be a better leader and how to be more creative. Additionally, video games like Factorio and Minecraft can be educational and stimulate the brain. These games require constant mental exertion but are incredibly fun.
When I follow this simple game plan, I get the distractions out of my system and get smarter at the same time. Win/win.
And in reality, by binge-playing video games every now and then, I get so sick of them that I don't even want to play again for a long while. These games also serve as a great break from hours of staring at marketing campaigns, projections or pitch decks.
3. Hypothesize quickly.
I know online marketers who spend countless hours mentally running scenarios for each campaign they run. And to an extent, I hypothesize things too, but not in the same way. I do it the "lazy" way.
Instead of spending all that time creating a 100-step hypothetical plan, I start by testing a simple set of ad campaigns. The key is to limit the number of variables for each campaign variation. For example, I may test three ad units with the only difference being the color.
4. Allow yourself to be surprised.
You would be surprised what actually works in the marketing world and what doesn't.
I have seen marketing campaigns using images that look like a middle schooler made them work much better for generating sales and conversions than something that was professionally designed.
In those cases, an intentionally sloppy style stood out from the competition, whose ads all look looked like ads.
5. Think less, execute more.
The key to being an effective lazy marketer is to not over-think it. That's what our work-hard counterparts do. They over-think and have a 100-step "what if" plan in place.
The downside for them is that they execute much slower. Us lazy marketers just get started. We have a pretty good idea and we are able to jump on it like there's no tomorrow.
In this fast paced startup world, acting quickly is sometimes better than planning for a long time. You might just let the opportunity slip.