Hey ,
You know what keeps me up at night?
Not the campaign that crushed it. Not the funnel that printed money. Not the ad that broke records.
It's the ones that fell flat on their face. The ones that made me want to crawl under my desk and pretend I never worked in marketing.
But here's the thing...
I learned something fascinating about Navy SEALs that completely changed how I look at failure.
It's called an "After Action Review" (AAR), and it's arguably the most powerful learning tool in the military's arsenal.
Here's the kicker: They don't just do AARs when things go wrong.
They do them when things go RIGHT too.
Every. Single. Time.
Think about that for a second.
The most elite fighting force in the world - these guys who literally cannot afford to fail - spend significant time picking apart both their successes AND failures.
Meanwhile, most of us marketers...
We launch a campaign that flops, scratch our heads, mutter "well, that didn't work," and move on to the next thing.
Instead, here's the 4-question framework straight from the SEAL teams that you can apply to your marketing campaigns:
- What was SUPPOSED to happen? (This isn't just "make money." Get specific. What were your actual targets for opens, clicks, conversions?)
- What ACTUALLY happened? (Raw numbers. No sugarcoating. No excuses.)
- What caused the difference? (This is where it gets good - and uncomfortable. Was your offer weak? Did you target the wrong audience? Was your copy putting people to sleep?)
- What will we do differently next time? (This is where the magic happens. Specific, actionable changes only.)
Here's the real secret sauce: You need to do this WITH YOUR TEAM.
Not alone in your office. Not in your head while driving home. Not as a quick Slack message.
Schedule it. Sit down. Hash it out. Together.
Why?
Because just like SEAL teams, your marketing campaigns don't succeed or fail based on one person.
The difference between good marketers and great marketers isn't that great marketers never fail.
It's that great marketers turn every failure into fuel for their next success.
To your success,
Ryan
P.S. If you're reading this on Veterans Day, I want to take a second to step away from marketing talk.
To every veteran reading this - thank you.
Thank you for the sacrifices you made. Thank you for the birthdays and holidays you missed. Thank you for putting it all on the line so the rest of us could chase our dreams.
I know a message like this doesn't come close to repaying that debt, but I hope you know how grateful we are that you're around.
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Ryan Deiss
Co-Founder & CEO
DigitalMarketer
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Sent to: _t.e.s.t_@example.com
DigitalMarketer, 4330 Gaines Ranch Loop 120, Austin, TX 78735, United States
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