From Hugh MacLeod post:
“…a musician who bought a quarter-page ad in a big magazine. The
magazine had a circulation of a million readers:
The musician had pressed up 10,000 copies of his CD in anticipation of
10,000 orders that were sure to come through that week.
He kept saying, “If only one percent of the people reading this
magazine buy my CD… that’ll be 10,000 copies! And that’s only one
percent!”

He bought 10,000 padded mailers and mailing labels. He converted his
garage into a big mailing center.
He kept saying, “Maybe we can get like 10 percent! That’s 100,000! But
worst case scenario, if only 1 percent… that’s still awesome!”

The magazine issue came out, and… Nothing. He bought an issue. There
was his ad. But the orders were not coming in! Was something wrong?
No. He tested it. Everything was working.

Over the next few weeks he received four orders. Total CDs sold: FOUR.
My friend telling the story ends it with the best line: “He forgot
there was a number lower than one percent.”
http://bit.ly/dTJidu