The Shortcut Is The Hard Work

The most successful marketing headlines of the last decade are all about shortcuts.

I’m sure you’ve seen them.

  1. 1 Weird Trick to Lose 50 Lbs in 7 Days
  2. 1 Simple Tip To Make $5,723/day Online

Each of these headline makes you believe you can instantly have something that normally takes a lot of time, by taking a shortcut.

Unfortunately, this is not true.

If there were magic shortcuts to getting rich or losing weight, everyone on Earth would have six-pack abs and make a million dollars a month online.

Stop looking for a shortcut.

Dive directly into the hard work that is required to get the thing you want.

That’s the magic secret you’ve been looking for.

The shortcut is the hard work.


*This post inspired by’s interview with Greg McKeown.

  • Nikolov

    Lol, probably the only thing I wanted to hear after reading what was popping up for IM this whole week.

    Short and sweet

    • Malan Darras

      write less, say more. 🙂 🙂

  • Jim

    It’s also “hard work” finding out what is the “right work”. I think you have to put in the time to figure out what the real work is before you begin working hard. For example, most people think weight loss is about getting on the bike at the gym and doing cardio. False: It’s about not eating much, and eating healthy. Repeat for months. So if somebody “works hard” at cardio, and doesn’t fix the diet properly, “hard work” does not bring the result.

    With affiliate marketing, I’m finding out the “right work” is finding the proper offer matched with the proper traffic source. “Working hard” on landers, banners, copy and the rest is a huge waste of time without a great offer.

    • Nikolov

      I’ve heard this before, it is something to it

    • Malan Darras

      yes, sometimes the hard work is figuring out what the most important work is, so you can work hard on it. 🙂