A few years ago I spoke to someone about an Email Marketing course I had available at the time.

“It's not for me”, she said. “I know all that stuff”.

I checked out her website shortly afterwards and she'd implemented pretty much none of the strategies she'd told me she knew.

By contrast, I got a message yesterday from someone who'd bought Email Persuasion recently.

He'd put what he learned in the first couple of chapters straight into action and had gone from averaging 100-120 optins a month to 225 the first month after making the changes. And that was in what had historically been his worst month.

The lesson's fairly simple. But it's one many of us ignore – me included.

Knowing is not doing.

Often we ignore information because we already know it. Or because it doesn't seem like something new.

But the key question to ask isn't “do I know this?”. It's “am I doing this?”.

Knowing is not doing. And it's doing that brings results.