Pull the Trigger!

I am typing this on my laptop whilst sat at the back of a live internet marketing seminar in Central London.

I’m due to speak on stage in a couple of hours but in the meantime I’m observing around 130 or so attendees who are watching, listening and taking notes.

The content is good, really good. In fact I really wish I’d been fortunate enough to come to a seminar like this when I started online in 2010.

So, there’s no doubt that people will leave armed with top quality, cutting edge information.

How many will take action and implement all this?

A significant minority, I hope. But I have no doubt it will be a minority not a majority.

This is not news, we all know that most people just don’t implement and indeed, we are ALL guilty of that ourselves occasionally (I definitely am!).

However, I’ve recently started to notice a more intriguing and subtler phenomenon….

It tends to happen to people who are action takers but they seem to have a complete failure to “pull the trigger” once their project is ready to launch.

For example, I recently was helping someone who had successfully, researched a niche, created a valuable free gift and a squeeze page to advertise it, configured their email autoresponder and created a series of content.

Pretty impressive right? Certainly big action here!

But at this stage they stalled. They start to have doubts and wonder if what they have set up will actually work. Rather than move forward and test what they have created they decide more adjustments, research and tweaks are necessary.

At first I was surprised to see this happen but after considering it further I think I’m beginning to understand.

It’s the same feeling I had after putting work into my own products and then getting ready to launch them. Suddenly, I became fearful of failure.

An awareness is a great thing so I wanted to write about this in case this is you! If so, you’ve GOT to push forward and remember that you’ve got nothing to lose and unless you do so you won’t get the rewards that you deserve.

I can’t remember who first said this but: Ready, FIRE, Aim is always better that Ready, Aim, FIRE.

So don’t stall and just pull the trigger! You can tweak later.

Does this sound like you? What has stopped you taking action and completing projects in the past? Please let me know you thoughts below… 🙂

53 Responses to Pull the Trigger!

  1. Paul Dunstan June 23, 2012 at 11:57 am #


    You are so right. Often it is the case too that people get so sucked in by shiny objects that they end up starting too many projects. This makes it almost impossible to really pull the trigger on any of them.

    I have found myself that I needed to focus down and stop some projects altogether so that I could put more attention into one thing.

    You always get more value from your work when it is focused – don’t you think?

    So – always good to strip away the junk, focus on one thing, and get going. Pull that trigger and launch, as you say. Tweaking later is always good too!

    • Rob June 23, 2012 at 7:12 pm #

      Hi Paul,

      Very wise words here, thanks for sharing!

      I definitely agree that focus is the key. Learn the process, stick to it and implement. If you want emotion, get a dog. (just kidding!).

      Cheers – Rob

  2. Robert June 23, 2012 at 11:59 am #


    This is so true. I have started a few projects and then because there was not ‘instant’ success did not follow through. If I had carried on with what I know was a good idea I would have done well. This time I am determined to persevere.



    • Rob June 23, 2012 at 7:13 pm #

      Thanks Robert,

      I’m sure a lot of people can relate to this and I certainly can.

      Great to see you here on the blog 🙂

      Kind regards,


  3. John June 23, 2012 at 12:03 pm #

    Hi Rob,

    This is amazing – I am literally at this exact point now. I have just made a 6-part marketing course and am set for launch. But, I keep going back to tweak things, test links, make sure autoresponder is set up (again, and again)….. Thing is, im sure the subscribers will tell me anyway so i guess I am just going to FIRE!! Good luck with everything……


  4. Colin June 23, 2012 at 12:09 pm #

    Sounds very familiar Rob!

    Keep smiling,
    Colin (bercolini)
    ps: Good luck with your seminar presentation.

    • Rob June 23, 2012 at 7:16 pm #

      Hi Colin,

      We all do it Colin, but an awareness is a great thing like I said!

      Keep up the good work with your project.

      Cheers – Rob

  5. Elisha Fiador June 23, 2012 at 12:44 pm #

    This is very true. At times you fire but never hit a bird/target. You have done everything right, lunched the product but nothing is happening. Not even one sale in two months. You become frustrated and unenthusiastic. You tend to spend less and less of your time on your project and slid into oblivion. We all need a mentor like you, Rob to encourage and keep us on our feet. Thank you Rob for waking me up!

    • Rob June 23, 2012 at 7:17 pm #

      Hi Elisa,

      Great to see you here on the blog – welcome along!

      When it isn’t working, re-evaluate and look at how other people are making sales in your niche and start implementing their strategies.

      Thanks for your thoughts on this on Elisa 🙂

      Cheers, Rob

  6. Doug Thomas June 23, 2012 at 1:01 pm #

    Hi Rob
    I can understand that, but i have reach the stage where i rearly dont have anything to loose, i have something in mind and when i am ready (that means get this one started first) i hope you will help me, i will except your experience and do it.
    I know what it is like prepairing befor speaking on stage to an audience.
    I will be thinking of you


    • Rob June 23, 2012 at 7:20 pm #

      Hi Doug,

      Ironically having nothing to lose is where the good stuff often happens in my experience. Fear and potential disappointment goes out of the window and you are sometimes more inclined to sacrifice your time to make your project work.

      Good luck with yours 🙂

      Kind regards,


  7. tony June 23, 2012 at 1:29 pm #

    for me in the past it was not so much as not pulling the trigger, more a case of hitting a brick wall because thing got to complicated and you end up confused and lost ,so you tend to give up and try some thing else.

    • Rob June 23, 2012 at 7:21 pm #

      Hi Tony,

      Thanks for that and welcome along to the blog 🙂

      I know what you mean. When things get complex (and they do), start breaking it down. Slowly and surely you’ll find a way though when others around you are giving up.



  8. Melvyn June 23, 2012 at 1:54 pm #

    I agree! I’ve ‘travelled’ so often but not quite arrived to enjoy ‘the Sunshine’ Quite often it’s not being able to get past some technicalities, so things don’t work and you have no one to turn to so you leave it a while(and rarely come back!) This time with IIF I have got further so let’s keep going.

    • Rob June 23, 2012 at 7:22 pm #

      Thanks Melvyn, keep up the good work and you’ll be nearer and nearer to that sunshine!

      Cheers, Rob

  9. colin June 23, 2012 at 1:59 pm #

    From Colin B

    My wife cannot be in the same room as me when am using my laptop – says the noise annoys.

    Sarah presumably not bothered………………..

    On the subject matter – fear of failure in the context you put is a nonsense as you are totally anonymous and no-one , other than you, will know its a failure or not. Indeed you can boast of how many purchasers/ subscribers or whatever you got and by and large no-one will know.
    So having got so far the fear is unfounded.

    My fear of failure is the presentation situation you were waiting to execute
    I ran courses both in house and externally. They were to people relatively new to the subjects and always with a novel perspective, and loads of interaction.
    I was good at it and had repeat bookings.

    I was then asked to do the same for an elite meeting of senior directors at the BIM.

    Disaster – different audience needs different material. Destroyed my confidence and the only time I have spoken since was at my daughter wedding !

    I am not sure of where I am going with this post, except to say online is a much safer” toe in the water” situation than offline, when without sufficient preparation, mainly research, especially when dealing with ones peers, is so vital.

    A lack of that preparation offline will quickly find you out while online you can get away with it – not that you should approach it that way, but I am just stressing the point that fear of failure online really should not prevent “pulling the trigger”

    Another thought provoking subject you have come up with Rob. But of course its a good job there is the procrastination. If everyone that bought into IM courses should they be the WSO rubbish, mid price or even upper end projects, the already flood of projects would be total saturation with no-one left to sell to !!

    Colin B

    • Rob June 23, 2012 at 7:26 pm #

      Hi Colin,

      Awesome comment thanks for taking the time on this.

      You’re right and I don’t suppose I can change anything about the populations general behaviour with this blog post. After all the World’s top personal development gurus have clearly failed in that respect.

      However, each person can make a change and rise up the food chain of information publishing from consumer to producer. If they REALLY want to.

      Always good to see you here on the blog 🙂


  10. John June 23, 2012 at 2:14 pm #

    Know what you mean Rob, although must say with this project I am determined to see it through. Having been flooded with one offer after another from various internet marketeers, mostly American source, I now briefly glance and delete, so I’m concentrating. That seems to be the key.

    • Rob June 23, 2012 at 7:28 pm #

      Hi John,

      Excellent and glad to hear that. It takes time and effort as I always say but consistent action and riding out those bumps puts really accumulates over time. Great attitude so keep it up 🙂

      Cheers, Rob.

  11. madeline blackler June 23, 2012 at 2:33 pm #

    Hi Rob
    I have written three emails now and started again-really it all boils down to this-
    we are so lucky to have Rob as a Mentor
    stick with what he says -Iam

    • Rob June 23, 2012 at 7:28 pm #

      Hi Madeline,

      You are very kind, thank you!

      Keep up the good work too.

      Cheers, Rob

  12. Harry C June 23, 2012 at 2:59 pm #


    I can’t claim this as Gospel, but a fellow named Michael Masterson, whose
    real name is Mark Ford, out of Miami, Florida, may have coined the phrase. He wrote a book a few years ago entitled “Ready, Fire, Aim,” extolling the same virtues you advise. Don’t know if he originated the saying. The point of his book is, don’t wait for everything to be perfect before starting. Get started (fire), and then fine-tune (aim).

    Best wishes, and keep doing great things you do for your followers!

    HC, Arizona

    • Rob June 23, 2012 at 7:29 pm #

      Hi Harry,

      Welcome to the GHG blog, great to see you here.

      This is one of the keys to success in anything I think. Thanks for the reference I wasn’t aware of the origin of that saying so appreciate that.

      Cheers, Rob.

      P.S. Off to Google Michael/Mark now…. 😉

  13. Mike Harvey June 23, 2012 at 3:00 pm #

    Rob, I have done this many times and I agree that it is the fear of failure. I’m guilty of jumping to the next silver bullet like many others rather than having to complete a program. I’m getting better though and have finished projects recently.

    • Rob June 23, 2012 at 7:31 pm #

      Hi Mike,

      We’ve all done it and it’s certainly not just you. Got to shift from “biz op seeker” to “entrepreneur” at some stage. So why not now?

      Thanks for your input!

      Cheers, Rob

  14. Paul June 23, 2012 at 3:12 pm #

    Hey Rob,
    Great post and how very true! I know I’ve been there! Being aware that it is happening to you is a major step towards taking the jump. As you say, it is easy to amend once live and when you get feedback from your customers. We learn as we go along.
    Hope your talk goes well later.
    Talk soon,

    • Rob June 23, 2012 at 7:32 pm #

      Hi Paul,

      Thanks, the talk when down well and thanks for your comments here – very well put.

      Cheers, Rob

  15. Brian June 23, 2012 at 4:09 pm #

    Well Rob you have hit the nail on the head. I actually have half a dozen websites maybe more and I always fall at the creating articles, emails and traffic which involves both. What I am hoping is you can stabilise this fear I have and I can go back to the other sites and get them earning me money. Now that would be nice. I have 2 Diet sites that get about 3000 hits a month that I earn nothing from!


    • Rob June 23, 2012 at 7:33 pm #

      Hi Brian,

      Wow – 3,000/month isn’t too bad at all! Sounds like you need some help on conversion as well as traffic. Let me know if I can assist…

      Cheers, Rob

  16. Nick Dugan June 23, 2012 at 4:21 pm #

    Hi Rob,

    I think I’ll start calling you “Mystic Meg”, you’ve hit the nail absolutely on the head.

    I can well believe that self doubt is the biggest killer of any kind of new business venture but especially when you’re doing something that is not only technical but also very competitive.

    Cheers Rob,

    • Rob June 23, 2012 at 7:34 pm #

      Haha. Nice one Nick!

      We all suffer from it but confidence does grow with success. But the only way of getting success is to push over that first barrier. Keep going…

      Cheers, Rob

  17. Rod Bennett June 23, 2012 at 6:02 pm #

    Many years ago when i was consistently selling well i always will remember the sign that hung in the office. It read ” PERSISTENCY PAYS ”
    The other points i particulary remember are.
    These are all very simple statements you may say….BUT…..just stop and think about them…..in fact do more write them down now and work them.

    • Rob June 23, 2012 at 7:35 pm #

      Hi Rod,

      Welcome to the blog and great to see you here. 🙂

      I think you’ve hit the nail on the head there with those 3 sayings! Constant reminders are necessary I think, exactly like you say….

      Cheers, Rob

  18. Rod Bennett June 23, 2012 at 6:09 pm #

    One of the great things about Rob is his consistent desire to help you and make you feel as though he is in the room next to you and all you have to do is knock on his door.

    • Rob June 23, 2012 at 7:36 pm #

      Really appreciate that Rod, thank you!

  19. Halfnium June 23, 2012 at 7:25 pm #

    If ever there were a medium that allows shy people to get out their messages on their own terms, it is the Web! Entry cost is low and up-side potential is high.

    Fear of failure is justified on high-stakes, monolithic encounters. For example, I would never dream of standing in front of hundreds of paying customers to give a lecture starting out cold. I must know a lot about my audience and my topic first!

    However, one can CONTROL how one’s messages is communicated. The Web allows breaking the monolith into many low-stakes encounters. These are called “blog posts” and “email articles.” The risk on either the personal or the business level is minimal because there is no opportunity to fail entirely.

    Certainly one posting or another may be a stinker. Yet how bad can it be if you’ve a feedback mechanism (like this very blog comment thread) to guide you?

    So fear not. No need to plunge in. Just get the feet wet. Once you have connected with your audience and KNOW that you are providing value, you will not think twice about donning a metaphorical wet suit and diving into freezing water of public scrutiny. It just takes time.

    • Rob June 26, 2012 at 5:43 pm #

      Hi Halfnium, you make some EXCELLENT points. You are absolutely right that the web facilitates communication adn to be honest your comment here si worthy of a blog post in itself! Cheers, Rob. 🙂

  20. John June 24, 2012 at 6:04 pm #

    Hi, I commented on this yesterday but for some reason it has not appeared? Anyway, great post – Its right where I am with my product at the moment. Must pull the trigger!

    Hope the talk went well……

  21. Ken June 24, 2012 at 6:47 pm #

    Hi Rob
    To achieve needs focus on one job at a time. The most useful advice you have imparted recently (in my opinion) is about the one time offer plan.
    I have my ‘freebies’ and am currently producing my ebook which is telling my customers EXACTLY how to get their hands on their share of a 30 billion pound industry 90% of which is there for the taking.
    I’m now really convinced that to be a successful information publisher you want to provide products for one or more of the following:-
    How to make money; How to make a bit of extra money; How to make lots of money or How to get filthy rich!.
    But whatever you do your material must be useful which is why I try to follow your example.


    • Rob June 25, 2012 at 8:27 am #

      Hi Ken, Thanks for your comment. I agree with everything apart from you saying that you need to publish information on “how to get rich”. It’s just not true! This is a minority part of information publishing and there are thousands of other very profitable niches (if you’d like to see some real examples please look at this post I wrote). I think maybe you might have got this impression because you are subscribed to a lot of “make money” lists and publishers. But this is a very biased of the market!

  22. Sherrie June 25, 2012 at 8:04 pm #

    Hi Rob,

    I am like the well known toitoise, taking it all in. Slowly at a snails pace, but when I have found something good, I will pick up speed. The best mentor so far, thank you Rob Cornish.
    Learnt more in a short space of time than I have ever done

  23. Gary June 25, 2012 at 8:10 pm #

    Hi Rob
    Your blog post describes exactly the position I am in right now.
    I’ve done the 15 steps, created a website, squeeze page etc. with your help but have suddenly hit a “brick wall” Traffic!! I have probably spent about 10 hrs watching your strategies but cannot seem to get going. I notice on your latest project, internet funnels you take care of the traffic for subscribers. Are there any plans for this in GHG? I would be willing to use paid strategies but after spending around £2000 on “get rich quick” courses over the last few years i need something that will work.
    Any motivational comments will help.


    • Rob June 25, 2012 at 8:25 pm #

      Hi Gary,

      Really well done on the progress there – that’s very good!

      Traffic CAN be overwhelming to start with. Perhaps you’d like to chat about this in more detail? As a member I’m here to help you as much as I can so please do drop me an email if so. It would be useful to know which traffic strategies you have tried so far and which ones, of the training you have watched, that appeal too. then we could take it from there.

      Kind regards, Rob.

  24. Andy P June 25, 2012 at 10:46 pm #

    Hi Rob,

    You are spot on, as you know from our little chat I am a sucker for not pushing through that glass ceiling.
    However you did give me some sound direction so really appreciate that.
    Andy P

    • Rob June 26, 2012 at 12:59 pm #

      Hey Andy, we are all guilty myself included! Just got to be aware of it thought, things tend to improve naturally when you are…. Cheers, Rob

  25. Tony June 26, 2012 at 12:57 pm #

    Hi Rob,

    we have a government, local government, civil servants etc… who have been doing this for years except besides never pulling the trigger they have the luxury of deferring to someone else, who defers to someone else etc… while Rome burns so to speak. That aside I’ve been in the thick of it in FX Spread Betting for a couple of years now and I have seen this very common occurance when someone should hit the buy/sell button on their keyboard and they pontificate, miss the trade and leave money on the table. They’ve done all the training, understand how the markets work, have their trading plan etc… As you have I’ve noted this is a very regular occurance, not an exception. They may have lost on their last few trades so their confidence is shot to pieces and doubt sets in etc…. The theme you describes runs throughout humanity whenever a final decision has to be made. It’s only when there is no choice that people are forced into making a decision that they will eventually make that leap of faith.



    • Rob June 26, 2012 at 5:37 pm #

      Hi Tony, Thanks for your thoughts on this and the time it took you to provide them! Some very interesting angles there 🙂 Cheers, Rob

  26. Carl July 10, 2012 at 11:06 pm #

    Excellent advice there, Rob. I’m terrible; being a perfectionist I never seem to finish anything. There’s always room for improvement, in my eyes, and I can’t release it until it’s perfect but it never is. I think now is the time to pull the trigger on my first funnel.

    Thank you


    • Rob July 12, 2012 at 11:50 am #

      Hi Carl, I know perfectionism can be both a good and bad thing! Keep on going though, once you’ve got your plan you need to keep challenging yourself to pull the trigger at every opportunity you get! Kind regards, Rob.

  27. Jesse August 22, 2012 at 11:11 am #

    Wow, have you been spying on me? Thanks for the reality check!

    What you described in your post is exactly what I’ve been doing with my latest project. Website built, with lots of product reviews and helpful content, free giveaway product…yada, yada, yada, but it’s still not “perfect” so I have not yet begun my promotion.

    After reading your post, my one and only goal today is to completely tie up the loose ends, finish setting up the autoresponder that I’ve been dragging my feet on, and begin my marketing campaign to promote it.

    • Rob August 22, 2012 at 11:13 am #

      Excellent Jesse! Take the action, pull that trigger and best of luck as you move forward with it 🙂

  28. Dave Thomas August 11, 2014 at 6:56 am #

    A number of years ago I decided to invest in property and attended a number of trainings & met many people who were also wanting to invest in property. Over the next year we all kept in touch, but not all bought property.

    I went “mad” and by various means built a 9 property starter portfolio in under 15 months, a couple of them bought one or two properties and most decided it was too hard/difficult (and this was after investing £10k+ in training), but there was one couple who researched and knew everything about the typre of property or area in which they were currently researching, but had never been there and seen a property!

    They eventually bought a property thanks to me almost throwing it at them at vast discount, but sold it 2 years later for no profit. Last I heard, they were still researching and waiting for the big killing

    Very much the same in property as in internet marketing


    • Rob August 11, 2014 at 8:01 am #

      Thanks for your comment Dave – very interesting and relevant story. It’s amazing how people rationalise that no action is the best way forward!

      Cheers, Rob.

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.