I’m as voracious reader. I keep up on the news. I read articles and books that help me professionally: that hone my writing skills or help me learn to be a better farm manager. Above all, I love reading books and articles that nurture my spirituality and find simple pleasure.
I receive several newsletters each week about issues important to me, especially those that help me help my clients better. Recently, one of them reemphasized the basic marketing concept of successful titles in catching the reader’s attention. From a marketing standpoint, classic titles saying things like, “How to do XYZ, Five Easy Steps to a better ABC”, and so forth, invite the reader in and are more likely to be read. Basic copywriting and Marketing 101. I do it for clients all the time.
However, it occurred to me while I was reading another “Five Easy Steps” article that it’s rare for such articles to exceed the number five. It may on occasion be “Seven Easy Steps to” but that always seems to be the limit. There’s a myriad of reasons why smaller numbers elicit attention: psychological, neurological, and social. Everyone wants to solve their problems in a few quick, easy steps. Unfortunately, it rarely works out that way; at least in my personal experience…
For years I sought quick solutions to life’s pressing problems, but “Five Easy Steps” never seemed to work. I always found myself in the same state as before. It wasn’t until I discovered a recovery program from my “seemingly hopeless” condition of mind and body my condition began to change. It was going to require more (and steeper steps) if I were to become the man I wanted to be. In fact, I found it to take twelve of them.
People tend to have a love-hate relationship with twelve step programs. What can’t be denied is Twelve Step recovery programs have helped thousands of people through the years, no matter what the specific problem might be. It should come as no surprise there are around 240 such programs today; each dealing with specific issues – alcohol, overeating, addiction, gambling, sex, shopping, ad infinitum… I don’t know if it’s the solution to everyone’s problems, but the twelve steps of recovery were for mine. I have been transformed in mind, body, and spirit by taking all twelve steps. I have a relationship with God today. Moreover, I’ve witnessed the change in countless others as well.
I tried many times and countless ways to solve my dilemma. If I just work harder, if I do it this way or that way. Hey, I’m a reasonably intelligent guy. I can handle this. I should be able to reduce twelve steps to something more manageable like five or seven, right? It wasn’t until I was completely beaten that I decided my way didn’t work. I’d take the steps like those before me had. Maybe, just maybe I could achieve the same results and move toward positive change.
The stories the same for so many. The evidence is (and was always) right in front of me. So why did it take so long to believe it?
It may have to do with the number of steps involved. Maybe twelve is overwhelming. Maybe it’s difficult to see past three, five, or seven of them. Maybe it’s just poor marketing on the part of all the people involved. I don’t know.
The bottom line for me is in the results. I’m not who I used to be. I’m becoming the man God meant for me to be. Had I been able to see into the future all those years ago I probably wouldn’t have cared how many steps I had to take to get here today. It’s easy to say that in hindsight though.
The payoff has been far greater than any investment on my part. If I were developing a marketing campaign for such programs, I’d eliminate the whole “Twelve Step” thing. Too many steps. Won’t attract enough readers, you know? I’d break it down to what has become a bit of a mantra to me: “I can’t, He can, and I think I’ll let him”. It’s the cycle of threes seen in all twelve and, hey, it’s only three easy steps, right?