How To Give This Secret Blog A Complete Test-Run… In Just 3 Minutes.

Tuesday, 9pm
Ft. Lauderdale, FL
After 6 hours of school, I’ve had enough for the day…” (Beach Boys, “Dance, Dance, Dance“)

Howdy…

If this is your first time here, let’s see if we can’t make it completely painless (and even fun).

Cuz, you know, it’d be a shame if you got spooked, and were thus deprived of the vast (free) resources and time-tested tools available here.

So let’s just dive in, what d’ya say?

Step One: Sign in, under “Get The New Report” box on your upper right. Use your best email address, please. You will not be deluged with email — I post once or twice a month, max, and will send you advance notice.

I promise I’ll be a rare, welcome presence in your inbox. You can always disconnect anytime, simply and easily. This ain’t like signing up for a phone plan or a stint in the Army.

Step Two: Just skip through the (free) archives. There is ten years worth of serious advice, insight and revelations for copywriters, entrepreneurs, biz owners and even folks still at the “dreaming about it” stage of getting after your goals.

No need to get lost in there — just realize it’s available, whenever you’re ready to learn or expand your toolkit. Free.

If you’ve got a few extra minutes, though, and you’d like to read some popular recent posts, try “How To Hire A Copywriter” from February of this year (which helps clients understand how to get the best freelancer they can)… the redux of “The Rest Of Your Freakin’ Life” (one of the most referred-to posts on living well I’ve ever published)…

… and “The Entrepreneur’s Checklist” — a perfect “quick start” guide for moving up to the next level of your career or business goals. Fast, and without a lot of fuss… and ESPECIALLY without any surprises.

That’s just to get your feet wet here. A small mob of fans drift through the archives several times a week, reading only what grabs them.

You’ll discover, almost in the first minute of reading, that this isn’t your “normal” kind of blog. Most of the posts are written by me, personally. Each one has been carefully planned out, edited, and published only when ready for mass public consumption.

Enjoy.

Step Three: Finally, be sure to examine the stuff available in the right-hand column…

… like my best-selling book “The Entrepreneur’s Guide To Getting Your Shit Together“. You can score the digital version for ten measly bucks, and indulge in nearly 400 pages of timeless advice, insider stories, and specific tactics to making money as a marketer or advertising honcho.

You don’t have to pick up anything in this column, of course. Just be aware of what’s available… in case you realize (perhaps after reading a post or two) that there truly IS a reason why so many professional copywriters and top marketers admit I was the mentor who flipped their switch on.

Plus, in the “Consulting” tab up top, under the logo, you’ll find out how to reach me directly. I’m one of the few grizzled veterans in the advertising world who still enjoys interacting with folks regularly, and occasionally taking on a new client. Not often, but occasionally.

Anyway, you can complete this “get acquainted” little go-round in just a few minutes.

If anything grabs you, devour it. Again, the ten years of archives are free.

I’ll be posting a fresh piece soon, too. So be sure to sign up, get your hot free report, and enjoy getting a few (and only a few) emails from me in the near future.

I may not be everybody’s cup of tea.

But if we click, we’ll click big-time… and you’ll remember this day as a turning point in your life. It doesn’t get any realer than this blog…

Stay frosty,

John

Why Is This So Freaking Hard To Do?

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Friday, 2:33pm
Reno, NV
Get away from me, kid, ya bother me…” (Tom Waits, “Step Right Up”)

Howdy.

So, let’s take on the entire advertising model of western civilization, what d’ya say?

Here’s a good place to start: It’s the end of baseball season, playoff fever in the air. I’ve been watching the SF Giants stumble-bum their way through a summer swoon (barely making the last NL wild-card spot)…

… and generally enjoying the age-old process of heartbreak and joy. I followed sports religiously as a kid, but paid less and less attention to it as the real-life adventures of adulthood took up all my time… and now, having a wee bit more time to indulge, I’ve returned to the fold.

But I record the games, and watch them after-the-fact.

Because of the mind-numbing commercial breaks.

I’m not alone, of course. Across the country, grown men and women run screaming from rooms when someone inadvertently turns on the evening news, for fear of hearing the score in a game they’re recording for later.

And being forced to endure the entire broadcast — including the endless, mind-melting commercial breaks — in, say, a bar or a friend’s house is pure torture.

The SAME commercials will play over and over, sometimes twice in the same break. Some of the national ones are mildly clever (at best), but hardly classic films that deserve repeated views. And the local stuff is just awful. (The locals can be excused, of course — tiny budgets, no insight to how persuasion actually works, and they’re at the mercy of clueless ad agencies or a brother-in-law with a camcorder. There’s even some charm in the awkwardness of homemade spots… sometimes, anyway. Mostly not, but you might get the flavor of the area at times.)

But the national spots have no real excuse. Yes, there is value in repetitive views — the average buyer sees a late-night cable infomercial something like 7 times, in pieces lasting a few minutes, before pulling out a credit card. There’s a process to the art of long-form, chew-up-the-wee-hours commercials.

However, the model of jamming a single pre-recorded commercial into every break in a sporting contest just begs to be ignored. Any thinking creature knows to check out mentally during the break, and go do something else. If you’re welded to the couch (say, in the midst of watching a blowout, weighed down by one too many beers), you still do not “watch” any commercial for the 20th time…

… you just exist while it flickers on the tube, a vague irritation forced on you while you wait for the fun to continue.

Why do advertisers do this?

Fear, first of all. Fear of making a mistake, of offending viewers, of risking the wrath of clients or shareholders or CEO overlords. And fear of being held accountable — the top Madison Avenue ad agencies never make true direct response commercials, because that would require measuring results…

which, oops, might expose them for the charlatans they are. As long as they make high-production-value commercials with lots of explosions and special effects, while celebrities intone nonsense slogans with Shakespearean urgency, and never ask for a response from viewers…

… well, there can be nothing to measure. Thus, the ad becomes a “success” if the client “likes” it. Never mind if it actually brings in sales or not. (And the few car commercials that actually do push special sales events keep everything vague enough to cover the agency’s ass with plausible deniability.)

Second, few large corporations allow real sales-savvy folks to rise in the hierarchy. The decision-makers have no clue how to create effective advertising — that’s why they hire “the best” agencies money can buy.

But my experience over the decades is that real salesmanship remains a scarce commodity even in award-heavy ad agencies. They like to pretend they understand selling, but their love of white-bread humor, strange metaphors (“buy this car and you’ll be a super-cool secret agent!”) and logic-defying slogans gives them away. I mean, “We’re the best. Period.” WTF?

Total rubes in the selling game. Frauds. (Man, did I just say that out loud?)

Lastly… the big advertisers continue to bore and irritate their best potential customers because…

… they are ignorant fools.

Even a cursory knowledge of the history of commercial success in television gives them the easiest possible answer to this problem. And they’re too self-involved and dismissive of classic salesmanship to even realize what damage they’re doing by refusing to even consider this answer.

Here’s my suggestion… and please, tell me where I’m wrong:

1. Start by hiring a spokesman who is interesting, knowledgeable, perhaps sexy (or so unsexy they’re fascinating), and… I dunno… maybe even a fan of the game. With just a wee touch of actual salesmanship in their blood.

2. Instead of shelling out big bucks for a slot to run your tired old useless pre-recorded commercial…

just go live during your spots. The technology is there, isn’t it? Tell me you can’t set up a camera on a set that delivers a live feed, on call, during breaks in a game. Explain to me how Johnny Carson did exactly this with live commercials on The Tonight Show fifty years ago, with great success…

… but you can’t do it now, because why?

3. The trick is, you ENGAGE viewers, in real time. You’re watching the game, you understand the passion and the occasional irritations of live sports… AND you’ve got a simple sales message to deliver. Be a mensch, be that guy the viewer welcomes into his world, who just happens to also have a small, understandable agenda regarding selling some product now and then.

4. There is no shortage of just-fine actors, or masters of salesmanship with some personality and wit. And ANY halfway-decent marketer with direct sales experience can think of a thousand ways to make this live break work.

The main problem is this: Viewing television is a PASSIVE behavior. As is reading the newspaper, or surfing websites, or listening to the radio. Your job, as a marketer, is to bring your prospect OUT of that passive state (garbage in, garbage out)…

and ignite an ACTIVE state in him. Your advertising should strive to be the most exciting thing he encounters all day long.

Sure, not everyone wants what you offer — but that’s the default case in marketing. You’re after the dude who IS in dire need of what you’re selling.

So focus on him. Make the spot about him, and his needs, and his state of awareness.

This ain’t rocket science. It’s fundamental direct response marketing.

5. Why be scared of something as simple and straightforward as a live spot, rather than a boring “seen it 50 times already” commercial?

In 30 seconds, I can make any sales message better, live, off the top of my head. So can most any experienced, self-respecting marketer. You engage, you keep it real, you know what’s going on (cuz you’re watching the game), and you have a simple, measurable response you request of your viewer.

6. Mistakes are GOOD, even. People will actually watch more intently if they believe a train wreck might occur.

Melt-downs are fine. Heck, get drunk, if you can still do your job. Reveal some humanity.

Messy desks, and non-perfect discussions are great — the best TV communicators have always had a knack for connecting with the audience by being a “regular guy”. By being flawed… but possessing just a small bit of insider knowledge, or a lead on a better bargain, or being a trusted resource for advice.

Yes, this is like the shopping cable shows. With sales-savvy live representatives bonding and engaging and selling the bejesus out of stuff.

Did YOU need to be persuaded by a fancy high-production Hollywood-style commercial to buy the car you’re now driving? Or did you seek out advice and info from trusted sources, drive a bunch of cars around first, take all the salesman’s blather with a grain of salt… and come to your own best conclusion?

The cliche is that middle-aged dudes with thinning hair and bulging bellies buy Porches in order to reclaim some sense of sexy youth. Maybe that happens every so often.

More often, middle-aged dudes lust after those sports cars their entire life, and can only afford one when they’re older. Sure, they’ll listen to Classic Rock while zooming around downtown, and indulge in memories and feelings of power and attractiveness they thought were lost forever…

… but they bought the car the same way you buy cars. You shop, you fool yourself about your budget, you rationalize, you seek out good info to support what you already want to do, etc.

But you are never hypnotized by a sleek, CGI-infused commercial. That’s not what sells you.

7. Finally… sports fans are not imagining that commercial breaks are getting longer and more frequent. That is actually happening. When you see a game live inside a stadium, it’s stunning how much time is wasted waiting for the national feed to finish up the commercials. Players just standing around, waiting for the okay to start playing again.

TV is losing eyeballs every year. The new generations coming up are appalled at the mindlessness of commercial television, and are finding new ways to get the entertainment, news and social connectivity they crave.

So the vanishing audience of TV gets smaller, older, and more frustrated with the endless repetitive commercials. And desperate marketers can’t think of an alternative to bombarding them with the same old shit, over and over and over again.

The live spot has already proven itself, many times in the history of television. The older audiences are already used to it, and any newer viewers trapped into watching a game live can be charmed and woken up by deft handling of good, raw, live salesmanship.

It’s a dance of death on a sinking ship.

I’m just sayin’. If you’re a huge company, and you bought 20 spots for a big game, why not use two or three of those spots to experiment a bit?

Cuz your audience is tuning you out when you run the same commercial over and over. You’re paying to be white background noise while a new pitcher comes in from the bullpen.

No one will ever listen to me on this, of course.

Savvy marketers have always been the minority in biz, and that is our strength. If the rest of the capitalist world ever caught on to how successful direct response can be (when done right), we’d lose our competitive advantage.

Most people are sleep-walking through life, bored shitless and not very good at their jobs. This includes the vast majority of decision-makers in business and in advertising. They do not understand salesmanship, they’re frightened of ballsy, aggressive direct response tactics, and they just want to please the client (who’s even more clueless than they are) and go have a martini.

But it’s fun to tackle these problems with some creative “what if” thinking, isn’t it. Especially when you get trapped into watching a game that hasn’t been recorded, and you can’t fast-forward through the breaks.

Brr. Worst torture there is for an adman. It just offends you at the cellular level.

Okay, rant over. That was fun.

Stay frosty,

John

P.S. By the way… we’re having yet another mastermind meeting this October, and I’m stunned you haven’t looked into joining us yet.

Yes, it’s exclusive, and not cheap. But the intensity of the focus on your biz, and solving your specific problems, using the vast resources and experience of the experts and fellow marketers in the group is something you’ve got to see to appreciate.

Go here to get a taste of what so many current and former members say about this rare mastermind.

It’s great stuff. I love hosting it, and I love getting to hang out with the guest experts I invite (like Joe Sugarman, Jay Abraham, Dean Jackson, Joe Polish, Rich Schefren, Bond Halbert and others). You get to rub elbows with all of us, cuz this is a small, intimate, and total “get things done” meeting.

Just check it out already… click here to see what’s up.

The Entrepreneur’s Checklist

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Friday, 2:15pm
Reno, NV
“I read the news today, oh boy…” (Lennon, “A Day In The Life”)

Howdy…

One of my favorite quotes from Gary Halbert: “There is nothing that cannot be accomplished by a man who refuses to face reality.”

You laugh, but he was dead serious. One of the reasons we became fast friends was our mutual outlook on life – whenever reality was inconvenient to our goals, we just ignored the facts, lowered our head, and bulled forward.

That photo, above, is me in high school (from the yearbook). I loved basketball, and was good enough to become the captain of the “B” squad my junior year…

… however, as should be evident in this photo, I ran into a brick wall trying out for the varsity a year later.

The guy guarding me as I took that jumper is taller than me by a foot. I was the smallest guy on the squad…

… and really, at some point a caring coach probably should have taken me aside and said “John, I know you love the game… but look at your family. No one is taller than 5’10”, and basketball is a sport for tall folks. You’re not going to magically grow into the size they want on the varsity team…”

I wouldn’t have listened, anyway. I’m like a Jack Russell terrier – a big dog trapped in a small dog’s body. Eventually, in sports, my poor eyesight and lack of height stopped me…

… but I had fun for a couple of years in the meantime.

Later on, as I was gathering my courage to try copywriting, an actual professional copywriter earnestly informed me that I should not even try.

“It’s too hard,” she said. “You’ll never be a pro writer.”

That was, of course, the BEST thing she could have ever told me. I doubt I could have survived the first years without that internal motivation of needing to prove her wrong.

I call it “negative motivation”… and it’s actually one of the most powerful forces available for getting stuff done. I never saw her again, and don’t even remember her name…

… so it wasn’t a need to flaunt my success in her face. It was all internal for me – I used her as the “face” of the obstacles in front of me, and I even laughed when I later realized I was in a position to tell her “Fuck you, I made it anyway.”

Yes, my internal ego is an immature twerp sometimes. Chip on the shoulder, snarling underdog attitude, and an almost stupidly-aggressive and irrational refusal to face reality.

I am so grateful for it, too.

(By the way… I nailed that shot in the photo, above… and ended up with 20 points while also hitting the winning basket. Easily my finest moment in a futile, doomed effort to be a “real” basketball player. A has-been at 16.)

You do not need to be a belligerent rebel to be a good entrepreneur…

… but it can help sometimes.

Certainly, given the choice of sitting down to dinner with the business types in suits, who are uber-polite and careful in their conversations…

… or the rowdy crowd of rule-breaking ne’er-do-well whack job entrepreneurs who may easily get kicked OUT of the restaurant….

… well, you know which one I’d pick.

I was Halbert’s sidekick for a very long time, and one of the most enjoyable parts of the gig wasContinue Reading

Sorry If You Missed Out…

Saturday, 3:10pm
Reno, NV
“… and the ocean is howling, for things that might have been…” (“Midnight Moonlight”, Peter Rowan)

Howdy…

Well, we just finished another coaching session of the Simple Writing System. A large, unruly mob of folks entered the online campus almost two months ago… wrestled with the lessons and grew like beanstalks under the personal, one-on-one mentoring of “A List” copywriters-turned-teachers-for-the-session…

… and now they’ve been unleashed and sent into the world to raise the bar in dozens of different markets.

If you know anyone who’s been through this hyper-intense, hands-on coaching… then you understand the kind of shocking transformation that takes place. Rookies become dangerously-good copywriting masters, and biz owners who were semi-clueless about marketing become steely-eyed experts.

Will there ever be another SWS session like this? With weeks and weeks and weeks of personal coaching, by a respected pro copywriter dedicated to your success?

I don’t know, at this point. It’s exhausting to host these things.

However, you can still get the at-home version of the course here. And if another hands-on coaching session comes around, you’ll be all that more prepared to feast on it.

Meanwhile, enjoy your summer. I’m off to host another session of the Platinum Mastermind — should be a good one, with copywriting bad-boy Jon Benson as our special guest expert for both days…

Stay frosty,

John

Why We Blow Stuff Up On The 4th Of July (redux)

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Saturday, 1:35pm
Reno, NV
Wave that flag, wave it wide and high…” (Grateful Dead, “US Blues”)

Howdy,

As a kid, July Fourth meant fireworks, and lots of them.

We’d start salivating around mid-June, shaking like 10-year-old junkies until Pop finally drove us to the Red Devil stand in Fontana, where’d we stock up on the most gruesome display of flame, gunpowder and amateur rocketry possible.

Oh, the joys of ladyfingers going off under Aunt Ruth’s chair… of nearly burning down the garage when a bottle rocket zoomed sideways… of thrilling Roman candles singeing the shrubbery… of snakes, pinwheels, sparklers and fountains frothy with fire in the backyard battlefield…

It was freakin’ glorious, is what it was.

But I never made the connection to what, exactly, we were celebrating.

Later in life, I got into history, and I finally understood why (for example) my Mexican and European pals rolled their eyes at my stories of celebrating the Fourth by setting fields on fire with M80-loaded Silver Salutes, or blowing up toilets in the boy’s room with cherry bombs (as custom demanded).

Americans are a raucous bunch, that’s for sure. We take a lot for granted, we’re still fighting the Civil War, much of our politics is incoherent and illogical, and we can be pretty infuriatingly provincial.

Plus, we’re no longer world leaders in the stuff we used to be rockstars at, like education, social mobility, inventions, progress, medicine… and we’re in denial about much of it.

However, even acknowledging all of these glaring faults hasn’t made me as cynical as some of my hipster pals. As I’ve said many times, no political party would ever allow me to be a member, and you’ll never figure out how I vote or what my views are on the topics the news media obsesses about.

This causes some problems in social situations when colleagues just assume I agree with them on the major issues. And I usually don’t agree at all. I’m not a total cynic, but I find fault with almost every opinion I hear. I totally understand how a lot of folks do become snarling partisans, enraged at their polar opposites on all issues, bereft of hope for the future.

I just learned to loathe cynicism itself long ago. Worthless attitude, doesn’t help anything, doesn’t provide solutions, doesn’t make an iota of difference in what goes on. At best, the cynic may toss off an actual witticism…

… but mostly, they’re just too cool to be bothered beyond expressing droll boredom and a vague superiority at being “above the fray”.

Well, fuck ‘em. The social/political/world-affairs cynic is a close cousin of the dude who’s never met a payroll, yet feels completely qualified to deliver speeches on how everyone else’s business should be run.

And I learned to shut that guy out very early in my career. My first question, whenever someone was bashing an entrepreneur’s efforts, used to be “well, what would you do in his situation?”

Which, of course, produced exasperation that someone of such intelligence and knowledge as themselves should be required to come up with solutions.

The nerve, asking him to dirty himself with real-world considerations.

Nowadays, I prefer to just let the conversation die from non-involvement. No matter what the cynic is talking about, it’s the same game every time – either “they” (the mysterious folks apparently running everything) need to fix things, or the world just needs to stop bothering Mr. Cynic with its problems if no one’s gonna take his advice.

Yawn.

Yeah, you’re the guy I’m going to when problems need fixing. Those platitudes, snooty attitudes and arrogant dismissals of detail work oughta solve everything fast.

Oops, I let some sarcasm slip there. Sorry.

Anyway, I bring up my detestation of cynicism because it often rears its ugly head right about the Fourth of July, when guys like me start ruminating on what’s good about this country.

Yes, I know The Man is getting better at keeping us down. I know we’re being groomed for digital slavery by evil geniuses who want to control the universe. And I know it’s hopeless to fight city hall (let alone the gazillionaires currently corrupting every corner of the government with buckets of moolah).

But I’m an amateur historian. And I can scoff at the cynics because even a casual glance at the ride we’ve taken as a country so far lays bare a single fact: We’ve always been at each other’s throats… Continue Reading

Congratulations… Now, Stop Being A Wuss

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Monday, 7:55pm
Reno, NV
But it’s all right… in fact it’s a gas…” (The Stones, “Jumpin’ Jack Flash“)

Howdy…

It’s time for another orgy of graduation rites across the land…

… and, in honor of it all, I am re-posting my now globally-notorious big damn rant on the subject. This was one of the more popular posts I’ve written, so it deserves an annual rediscovery.

So, without further ado… here’s the fourth redux of that post:

Nobody’s ever asked me to give the commencement speech for a graduating class.

That’s probably a good thing. I’m pretty pissed off at the education system these days, and I might cause a small riot with the rant I’d surely deliver.

See, I have a university “education”. A BA in psychology. (The BA stands for, I believe, “bullshit amassed”.) I earned it several decades ago…

… and while I had a good time in college (height of the sex revolution, you know, with a soundtrack that is now called “classic rock”), made some lifelong friends, and got a good look at higher learning from the inside…

… that degree provided zilch preparation for the real world. Didn’t beef me up for any job, didn’t give me insight to how things worked, didn’t do squat for me as an adult.

I waltzed off-campus and straight into the teeth of the worst recession since the Great Depression (offering us Nixon’s wage-freeze, record unemployment, an oil embargo, and near-total economic turmoil)…

… so, hey, I should have a little empathy for today’s grads, right?

Naw.

While today’s graduates are facing similar grim economic times, there’s been a significant change in the concept behind a college education. Somehow, over the years, a bizarre mantra has taken hold in kids minds: “Get a degree, and it’s a ticket to the Good Life.”

A job is expected to be offered to you before the ink is dry on your diploma.

And it really, really matters WHICH school you get that diploma from.

You know what I say?

Bullshit. Okay, maybe if you go to Yale or Harvard, you can make the connections on Wall Street and in Washington to get your game on. Maybe. (More likely, those connections are already available, if you’re gonna get ‘em, through family bloodlines… and the Ivy’s are just playing up their famous track records in a classic sleight-of-hand.)

Put aside the advancement opportunities offered to spawn of the oligarchy, though… and the realities of life-outside-of-academia do not jive at all with the propaganda doled out by the university systems.

Many of the richest guys I know are drop-outs. Some are HIGH SCHOOL drop-outs. The few friends who did go to the kind of school whose name causes eyebrows to rise…

… are ALL working far outside their major. To the point that nothing they learned has proven to be even remotely useful to their adult life. (Unless they stumble upon another over-educated dweeb at a cocktail party and get into a bare-knuckle Trivial Pursuit marathon.)

Too many people get all confused and bewildered about “education” as opposed to “going to college”.

It’s not the same thing, folks.

Some of the most clueless individuals I’ve ever met have impressive diplomas… while nearly all of the most savvy (and wealthy) individuals I know done got educated all on their lonesomes.

I learned more about history, business and psychology in 2 weeks of serious pre-Web library surfing (with a speed reading course under my belt) than I did in 4 years of college.

And I learned more about life in 3 months of hanging out with street-wise salesmen than I did from ANY source, anywhere, up to that time.

By all means, go to college if that’s part of your Master Plan to having a great life. You’ll meet interesting people, and it’s a Rite Of Passage for many Americans these days.

But don’t do it blindly. Just cuz The Man says it’s what you’re “supposed” to do.

Do some critical thinking before you jump in.

And if you really want that degree in Russian literature, or women’s studies, or political science, or whatever… Continue Reading

Buzz And Awe, Redux

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Tuesday, 2:08 a.m.
Reno, NV
Is there gas in the car? Yeah, there’s gas in the car…” (Steely Dan, “Kid Charlemagne”)

Howdy…

Those of you in the loop know we’ve re-launched the coaching program of the Simple Writing System again.

We rarely offer this hand-holding, personalized, one-on-one mentoring (by coaches who are also successful copywriters). The last session was a couple of years ago.

No idea when another session will come around… if it even does.

We take this one program at a time. It’s notorious among marketing insiders, because of how effectively we’re able to transform almost anyone into a sales-message-producing machine… quickly and efficiently. It’s life-changing, and business-changing mojo…

… and that’s why the top marketers in the game have demanded that the folks in their organization responsible for marketing TAKE this course.

The personalized coaching in the SWS is extremely interactive Perfect for anyone who knows that hands-on mentoring is the best way to learn the simplest possible system (crammed with short-cuts) for creating all the sales messages needed for a profitable business…

… including all your ads, websites, video scripts, emails, AdWords, blogs and other social media broadsides…

everything that pumps eager prospects into your Sales Funnel.

So you can close the heck out them.  And get filthy rich and happy, and become the most successful entrepreneur or biz owner possible… because without killer, persuasive copy, you’re not going to find, nor close very many prospects.

Most marketers wander through the wasteland of Bad Business Practices their entire career…

… and never figure out how to SELL anything.

So, no matter how totally hot and good and righteous your product or service might be…Continue Reading

Department Of First-World Problems

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Thursday, 10:37pm
San Francisco, CA
If you want it, here it is, come and get it…” (Badfinger)

Howdy…

Quick post today — I’m hosting my awesome Platinum Mastermind early tomorrow, and have a little prep work left to do.

However, I thought you might enjoy sampling the kind of posts I’m getting global recognition for… on Facebook. So I ripped a recent one from the site, and put it here for your delight and consumption.

Social media confuses most marketers — many refuse to even engage with Twitter or Facebook (or any of the myriad other options online to share silly secrets and post photos you’ll regret later). But I was an early adopter, and eagerly so — I had one of the very first marketing blogs (which you’re enjoying here), one of the first biz-oriented podcasts on iTunes (and if you haven’t listened to the latest free podcasts I’ve been hosting, go to the Psych Insights For Modern Marketers site now and indulge: www.pi4mm.com)…

… and I’ve been breaking every “rule” on Facebook ever since it hit the mainstream. I use FB to have fun, sometimes… but also to share insight, advice, lessons and some of the more obscure (and funny) war stories I’ve gathered in my 30 year career. (I currently have 5,000 “friends” — the limit — plus another couple of thousand “followers”… and I expect them all to show up at my wake and cause trouble. I’ve made them promise, in fact.)

To get the full flavor of what’s up — including the very long comment threads that you are invited to join — you’ll need to pop over to my Facebook page (www.facebook.com/john.carlton).

However, here’s a nice little taste:Continue Reading

How To Force Me To Personally Advise You On Your Business… For Cheap.

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Friday 8:09pm
Reno, NV
“Just move on up now…” (Curtis Mayfield)

Howdy.

Quick post here to help you figure out when you should probably consider consulting with a respected, proven veteran marketing expert…

… and what your perfect consulting option is, once you’ve decided it’s time to kick your biz or career into high gear.

Step One: As a small business owner or entrepreneur (especially if you’ve been going at it alone, or mostly alone)… if you have any kind of success at all… there will come a time when you’re simply overwhelmed and need a little help. Or a lot of help.

For example:

[] It may be time for you to move up a level in your marketing… and you know that having a veteran marketing expert comb over your new plans can shortcut your path to increased wealth, while jumping over the unseen pitfalls that ruin so many other biz owners trying to expand.

[] Or, you may have a problem that needs serious attention… like sales going into the toilet, or new competitors chewing you up, or sudden changes in the marketplace that crush your bottom line (like a Google slap, or adverse rule changes at Clickbank, or the obsolescence of your product, or technological left-turns that disrupt your sales process). Even worse, what was working before suddenly isn’t working anymore, and you don’t see a clear reason why.

[] Or, you’re just working harder and harder, but sales are stagnant. Time, perhaps, to bring in an objective, experienced marketing whiz who can help you restructure your biz plan… so you maximize results, and get your life back (by working less, not more.)

[] Or, you may want high-end professional advice on your current sales funnel… just to make sure you’re not hemorrhaging money somewhere, or murdering potential sales through marketing blunders you can’t even see.

[] Or, you may be ready to start a new business adventure, and just want to be positive you’ve got your ducks lined up and you aren’t forgetting something critical.

[] Or, you have copy that may or may not be working, which you know could jack up your bottom line if a professional copywriter helped you with a total make-over.

Step Two: The best reasons to seek professional help from a veteran dude like me always have one main goal: To fix problems, and goose your bottom line into obscene levels of newfound wealth.

When your situation is urgent, the cost of hiring a consultant who can provide solutions is almost always “cheap”, because you’re extracting yourself out of a dangerous reality that threatens your business and peace-of-mind.

And it’s a screaming bargain when that consultant can offer you simple fixes inside of a plan you can put into action immediately…Continue Reading

How To Hire A Copywriter.

photo-1Tuesday, 2:14pm
Reno, NV
Are you going on this crazy voyage?” (Sailor in “King Kong”, 1933 version)

Howdy…

It’s high time for a little “public service” message here, for any marketer wanting to hire a freelance copywriter.

Cuz it’s a jungle out there.

There’s a veritable mob of available writers, of all levels of expertise (from world-class down to “should be hung”), charging all kinds of fees and making all kinds of promises.

It can get confusing, abruptly, and you can end up mismatched (or getting roughed up financially) if you don’t know what you’re doing.

So, here’s a Quick Start overview of what you – the dude or dudette doing the hiring – should get straight on before heading into the Big Scary Jungle Of Freelance Copywriters to find your perfect scribe. (This works for hiring ANY consultant, actually, so pay attention.)

Step One: Deconstruct and list what you want done.

Do you need a single ad written, or do you need your entire website created or overhauled? Do you need someone to write the necessary emails, Video Sales Letters and sales pages for a launch? Do you need a sales funnel created, starting with Adwords and traveling through landing pages, auto-responders, landing pages, and sales support?

Or what?

Step Two: Admit it if you aren’t sure what you want (or need). Double admit it to yourself if you’re absolutely clueless.

This is a critical step.

You’re about to shell out a lot of money, and put a lot of your hopes and dreams on the back of the writer you hire…Continue Reading


All testimonials and case studies within this website are, to the best of our ability to determine, true and accurate. They were provided willingly, without any compensation offered in return.

These testimonials and case studies do not represent typical or average results. Most customers do not contact me or offer share to their results, nor are they required or expected to. Therefore, I have no way to determine what typical or average results might have been.

Many people do not implement anything I teach them. I can't make anyone follow my advice, and I obviously can't promise that our advice, as interpreted and implemented by everyone, is going to achieve for everyone the kinds of results it's helped some of the folks you read about and hear from here achieve.

The income statements and examples on this website are not intended to represent or guarantee that everyone will achieve the same results. Each individual's success will be determined by his or her desire, dedication, marketing background, product, effort, and motivation to work and follow recommendations. There is no guarantee you will duplicate results stated here. You recognize any business endeavor has inherent risk for loss of capital.

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