Category Archives: copywriting

copywriting

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 was wandering into a new client’s offices and creating massive chaos. In a rational world, none of the buttoned-up biz owners we dealt with would have tolerated us for more than a few minutes…

… but, because we brought the “magic” of ads that worked, they HAD to not just tolerate us, but sometimes coddle us and even pay us more than they were going to earn themselves in the project.

We weren’t mean. Perhaps arrogant at times. But both Gary and I had wandered into the entrepreneurial world precisely because we didn’t “fit” in the normal corporate environments. We were outlaws by nature, outrageous by temperament, and adventurers who ate risk for breakfast by choice.

Again – you do not NEED to be a half-crazed rebel to succeed in biz…

… though, I’ve noticed that a great number of the dudes and dudettes at the top of the entrepreneurial game don’t easily fit into nice, tidy molds. They don’t behave themselves in polite company.

I’ve been thinking a lot, lately, about what you DO need to be a successful entrepreneur. In my mastermind, there have been many members who were unclear on what it “meant” to be an entrepreneur…

… and we’ve helped every one of them get over their fears, stop obsessing on the wrong things, and become much more confident  (and successful) marketers. Mostly, they are stunned by the magnitude of profit that comes from doing things right.

It’s all a matter of hanging out with veterans who can commiserate with your stumbles, help you correct the damage, and reveal the secrets of getting into a solid success-groove, and riding it all the way to wealth and happiness.

My goal is to, eventually, have a comprehensive menu of things you can do at every step of your business life. That’s gonna take a while, though…

… so, for now, I have a starter checklist here you might find helpful.

Let’s just get into it. Here (in no particular order) are the main things you’ll need in your “toolkit” as an entrepreneur:

[] Survival resources. This includes books (both the ones you read for general knowledge and put on your shelf… and the ones that stay on your desk, dog-eared, because they are tools that help in your day-to-day work)…

… an ever-expanding network of experts, mentors, colleagues and go-to-guys (including tech geeks, hosting services, spies, friendly competitors, and helpmates in your quest for animal-level contentment)…

… and whatever courses, seminars, and tutorials you need to attain a mastery of the details of whatever biz you’re in.

[] Goal-setting skills. You need to understand, clearly, where you’re headed and what you want from both your journey and your final destination.

It’s okay, early on, to not be clear on you ultimate goals. Sometimes, you work hard to attain something, and only then realize it wasn’t what you wanted after all. That’s how life works in the active part of the pool. You will constantly re-adjust your long-term goals as you go.

Short-term, however, you need to get good at breaking down the best path to your target, while also learning how to fix problems and deal with unexpected emergencies.

[] Thick skin. You simply need to put your ego aside when entering the entrepreneurial world…

… cuz you’re gonna get stomped, bullied, abused, insulted and assaulted. Often. In new and fascinating ways that your civilian pals will never believe possible.

Your motto must be “eyes on the prize”, at all times. There will be setbacks, disasters and breathtaking failures.

You know you’ve “arrived” as a true entrepreneur when all of this becomes just part of the process, and you even enjoy the constant challenges raining down on you.

[] Risk tolerance. This is what sets most entrepreneurs apart from other civilians. Against the advice of your drinking buddies (who really do not want you to succeed, because that will destroy their own belief that the little guy can’t win)… contrary to the fears of your family (who are terrified that your wild-ass biz plans will bankrupt the joint)… and in utter defiance of your own Red Flag danger alarms…

… you’re going to have to lay your reputation on the line, and climb into a fight with the forces of capitalism armed only with your wit, meager skill sets, and raw determination.

And no one else except other entrepreneurs will even vaguely understand what you’re going through. Working without a net. Daring the universe to slap you down. Going into situations, over and over again, where you’re a complete rookie, apt to make embarrassing mistakes.

In short, living with risk. And the consequences of risk, which can include failure.

Of course, a true entrepreneur regards “failure” as just another step on the rocky path to breakthrough success. It’s a process. Few get it right the first time.

So, you need to assess your capacity to accept, and deal with risk. If the very notion of taking a risk terrifies you into inaction, it’s probably a sign from God that you need to get a job somewhere safe.

[] Your basic bag of tricks. You may have to learn the basics from books at first, or by observation… but no matter how you learn them, you need to understand the fundamentals of a sales funnel (qualified leads are captured and closed)…

… the details of fulfillment and customer management…

… and how to craft a sales message that can be easily communicated to prospects.

It’s not rocket science, but you’re an idiot if you think you can “fake it” as you begin marketing your biz for real.

Fortunately, there are a lot of courses out there to shortcut your efforts…

… or, you can dive into the many books out there on these subjects. In a weekend, you can begin your self-education by reading one on marketing, one on sales, and one on writing copy.

Your first choices may be the wrong ones to read, but that doesn’t matter — because you’ll have started the process, and that’s the critical part of this step. Next weekend, read three different books on the same subjects. Rinse and repeat until you feel you have a toe-hold in each subject, at least.

The longest journey begins with a single step. Just try not to fall on your face immediately, all right? Read critically and intelligently, and continually seek out authors you can trust and identify with.

[] A budget, or war chest. You will need cash in your biz adventures. No getting around that.

I’m not a great role model. I started my freelance career with one tank of gas in a rattle-trap car, one month’s rent paid, and enough spare change to feed myself for a couple of weeks. I had no Plan B.

Much better to have a planned budget, and the money to meet it for at least a few months. If you’re already in business, and you want to expand or get into a new project…

… then have a “war chest” of cash you can invest in the adventure. Don’t go in broke, or clueless about what you may need to pull out of your existing biz.

Most entrepreneurs hate budgets and planning.

Do it anyway. There are plenty of misadventures awaiting you in biz — don’t stumble on stuff like budgets, which you have control over and can figure out easily.

[] Ability to judge what’s worth doing, and what’s going to hold you back.

This is a biggie. You may suck at it right now, but one of your goals must be to get pro-level good at judging client requests, job offers, new projects, partner assessment (in both biz and love), and all the little and big decisions that will cascade upon your head every single day.

One tactic: Use the 1-10 “pain scale” measurement many doctors use in assessing patients. Use it on yourself – what level is the value… the risk… the reward… and the danger of any decision you encounter?

Is it a big deal, or a little deal of no lasting consequence?

Get good at this, as fast as possible. One of the main failure points of unsuccessful biz owners is a lack of prompt, good decisions.

[] Stress management. You’re going to encounter stress as an entrepreneur. That’s a given.

Ignoring this stress is a very, very, very bad idea. It will never leave, it will build up, and in due time it will fry your brain like an egg in a skillet.

You are not a superman. Your body and mind are vulnerable to the ravages of poor diet, lack of exercise, and constant hormone dumps of adrenaline and other bad chemicals.

Massage, meditation, lots of vacations, reading good books (not biz books) to relax, having “safety zones” in your week where you are free from the tentacles of your biz (no phone, no email, no nothing)…

… the tactics for battling stress are easy to find and experiment with. Find what works for you, and give it PRIORITY status in your life.

For example, I began weekly massages early in my career… long before I started buying better clothes, a newer car, or eating out more often. Massage “re-set” my physical stress levels, and I’m convinced it has saved me from ulcers and worse. And kept me mega-productive for decades.

I started out with a “business before pleasure” mindset… but included in “business” was de-stressing and being a good animal (loose, strong, well-fed, lots of restorative sleep, etc).

And finally (for this short “starter list”)…

[] Have an exit plan. Go after your goals like a terrier after a squirrel, with total focus and commitment.

However, realize that sometimes your goals need to adjusted, or even abandoned.

When the facts and circumstances change, your goals change. (This includes sudden changes in technology, like Google slaps… booming new opportunities that didn’t exist earlier… even realizing you no longer crave what motivated you so desperately before.)

I’m not suggesting you have an easy “bail out” plan, that you can take whenever things get dicey. Like Cortez burning his ships upon his conquest of Mexico, a lot of entrepreneurs do better when there is no turning back.

Rather, I’m talking about visualizing your life after success. Many entrepreneurs, right after “making it”, immediately begin to sabotage the biz. Because the fun is in the building up of the thing, the adventures of tackling challenges and working without a net.

Once you’ve been successful, you either need to pivot to management of the biz (yawn)…

… or consider the consequences of cashing out, selling your biz, moving into something else, or just becoming an “intrapreneur” like Steve Jobs did at Apple.

At least consider what your life will be like when you succeed. And consider options for yourself.

Okay. That’s the starter list. Not a bad checklist to have on the wall above your desk as you move forward, either.

One last thought on reality: Yes, I ignored the reality of who I was, and what I brought to the game, as I plowed through life going after unrealistic goals.

However, there is ONE reality I never ignore.

That would be the reality of results. I love seeing how ads and tactics work, or don’t work, through actual sales numbers (and click-through and open rates, and so on).

However, I look at these results CRITICALLY. I don’t accept them blindly. They are tools for moving forward. Where did, or where could the ad have failed? Can we fix it? What other things can be done to navigate a sales problem? Where IS the main problem, anyway?

My stupidly-aggressive and irrational refusal to face certain realities has served me well over the years. If I’d listened to the nay-sayers, or even my own fears, my life would have been much less exciting and happy. And rich, in every respect.

Still, all vices in moderation. That’s my motto.

Find out what works for you.

I hope this list is a good starting point.

Stay frosty,

John

P.S. Did I leave anything off the list that should have been on there?

Love to hear your take on the matter, in the comments section below…

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

The Rest Of Your Freakin’ Life (one more time)

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Wednesday, 6:50pm
Reno, NV
Hey, you bastards, I’m still here!” (Steve McQueen as Papillon, floating away to freedom…)

Howdy…

I’m re-publishing — for what has become a very popular tradition on this blog — one of the more influential posts I’ve ever written.

It’s a good one, worth rereading even if you read it before.

What you’re about to encounter is a slightly tweaked way of looking at the best way to start your new year…

… but this tweak makes all the difference in the world. I’ve heard from many folks that this particular technique finally helped them get a perspective on where they’re at, where they’re going…

… and why they care about getting there.

So, even if you’ve read this post before… it’s worth another look. Especially now, as you gaze down the yawning gullet of 2013, trying to wrap your brain around a plan to make the year your bitch.

This is a critical step for entering any new period of your life. To keep your life moving ahead, you need to set some goals, dude. And most goal-setting tactics, I’ve found, are useless. Worst among them is the traditional New Year’s resolutions (which seldom last through January).

This tactic I’m sharing with you (again) is something I’ve used, very successfully, for decades…

… to reach goals, to clarify the direction of my life, and to change habits. I first shared it in the old Rant newsletter a few years back, and I’ve hauled it out here in the blog on a regular basis.  It’s timeless, classic stuff that will never let you down.

So let’s dive in. Here’s the relevant part of the post (slightly edited):

“Goal Setting 101 And
The January 15th Letter”

Yeah, yeah, I know a chat about goals can quickly turn into a boring, pedantic lecture. But then, so can a chat about space flight.

And, in reality, both space flight and your goals are VERY exciting things.Continue Reading

Staying Out Of “The Lonely Hearts” Club

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Monday, 5:55pm
Reno, NV
“Train whistle blows, lost on its own track…” (Dwight Yoakum, “Long White Cadillac”)

Howdy…

I thought you’d want to see this.

I first posted it on Facebook, and it generated an avalanche of “likes” and comments… which always means I’ve hit a nerve. And since many of the nice folks on my main list are curmudgeons who refuse to participate in social media (“Facebook, bah, humbug!”)…

… I’m reprinting it here. So you don’t have to sully yourself by dropping by Facebook. (Bonus: The post below actually trashes large swaths of the Web.)

The cold, dark days of December are, traditionally, a breeding ground for both regret over mistakes in the past year…

… and (more happily) for bold new plans in the coming year.

So, in the spirit of helping you end the year on a positive note… while also teeing up 2014 as possibly your best new year ever…

… let’s see if this advice (which has transformed so many entrepreneurial adventures into something amazing) will have any effect on you. Maybe get a head-start on wading through the mounting piles of nonsense out there, and snuggling up closer to the reality-checks and truths that can help you attain your wildest goals and dreams.

Here’s the post:

Warning (and your brain may curdle if you ignore this): I’ve been paying close attention to human behavior for longer than many of my readers have been alive. And because I felt so clueless, even as a kid, I devoured every available source of “spying” on how everyone else managed to exist in such a strange world…

… which included reading advice columns (street-level psychology at work with Ann Landers and sis Abbey), monitoring adult conversations, and stalking older kids (who were navigating life just a few hormones ahead of me).

So I’ve been a one-man research center for decades. I still haunt multiple advice columns online, see what the trolls are up to in the comment sections of NYT opinion pages, and (here’s the important part) discuss human behavior with a wide selection of colleagues both online and in person.

The discussions are critical… because there is a FLOOD of bullshit cascading down on us from every direction in the culture. It’s impossible for one individual to keep track of the spin, urban myths, misinformation campaigns…

… and (especially) the really, really, really awful investigative reporting that passes for news organizations today.

My colleagues are biz owners and pro writers well-trained in applying high-level skepticism to incoming data, and following through on research when necessary. We represent every age group of functioning adults in the culture, from all over the world (including the US hinterlands, Canucks, Limeys and other uncivilized joints), specializing in all kinds of different markets, hobbies, lifestyles and professional goals.

So when — for example — the media gets looped into a meme on how millennials (the generation of kids just now emerging from college) are bringing their parents to job interviews, and are incapable of critical thought (because of helicopter parenting) and just generally not becoming adults at all…

… we can look behind the glib stories and anecdotes and see a deeper truth.

Such as how all of us, from every living generation, have oodles of friends and family who meet every single detail of the problems now being assigned to millennials. The lack of independence, the living at home until late 30s, the whining and narcissism and sense of entitlement…

… all of it. And when you get a broader view, from older and younger colleagues, you quickly see how DEEP the bullshit can get in a media firestorm.

I hunt down photos and resumes of the reporters, and sigh. They’re like, twelve (or 32 going on 12) — insulated, given vast unearned attention through posts and stories, and dishing out accusations based on minuscule life experience.

And yet the stories stick, and become “common wisdom”.

As a marketer, you need to immerse your bad self into the culture, and understand what your prospects know and — very critical — THINK they know. And what they suspect they don’t know, or feel paranoid about not knowing.

That means you’ve got to go deep, all the time, and have resources you trust to bounce incoming data and ideas off of.

Masterminds have always been my #1 tool for this. I’m in multiple free ones, have paid for membership in others…Continue Reading

Publishers Freak-Out As Freaks Move In

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Thursday, 12:40pm
Reno, NV
I write because I cannot NOT write.” (Charlotte Bronte)

Howdy…

I want to cover three important things today.

Important Thing #1: Very exciting news this morning: My first Kindle ebook (“The Entrepreneur’s Guide To Getting Your Shit Together”) elbowed its way into best-seller territory on Amazon in less than half a day. It’s #4 on the “entrepreneur” books-for-sale chart, with a bullet, and surging on the “business” charts (in the top 35).

This is like watching your latest album climb the Billboard rankings. I labored over the book (with superb editing help from our pal David “Flashman” Raybould) for many months, whipping it into shape and waiting for the right moment to dive into the wonderful new world of self-publishing that has just hit the Big Turning Point.

Now, it’s up to the reading public to decide if it’s worthwhile or not. A little scary, a little thrilling, a lot of fun for a writer who has craved being in control of publishing my own stuff, in my own damn way, for most of my life.

And, as satisfying as it is to read the great buzz-comments on the Amazon page (and in social media) for this new tome… it’s even more energizing to have finally busted my cherry in digital publishing. This first book took a while to finish and get launched. The next one will follow blazingly quick, and there are even more in the hopper.

If you are so inclined, you can check out a free preview of the book (or even, gasp, buy it) here.

Leave a comment, too. And hit the “share” button on the page. The tome is getting rave reviews, which makes sense since it’s a lovingly-revised compilation of my best Rant newsletters (which I mailed to subscribers for 6 amazing years). This is time-tested stuff, the best “here’s what Carlton’s been teaching all these years” resource possible.

Hope you enjoy it, if you buy it. Hope you stay awake all night thinking about it if you don’t buy it, and feel compelled to buy it first thing in the morning. Cuz it’s damn cheap as a digital book, and you really SHOULD own it. (And yes, we’ll be offering a paperback version down the road, but this digital version is what you need right now.)

Important Thing #2: I now know much about self-publishing ebooks that was a mystery to me before.

For example… Continue Reading

Bamboozled By Babble, redux

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Tuesday, 2:47pm
Reno, NV
Don’t let me be misunderstood.” (The Animals, #15 on Billboard, 1965)

Howdy…

I’ve resurrected another gem from the archives… just because it’s so freakin’ good. Many of the lessons I try to deliver in this blog need to be delivered over and over (the only guaranteed way to finally learn anything in life), and once I nail it, there’s no sense rewriting it.

The clarity I try to achieve below is a solid step toward leading a more examined life… which all great marketers strive to do. There are stages to this if you’ve hit adulthood and continue to labor under false assumptions and bad belief systems. The worst is thinking that what you believe must be true, because you’ve believed it for so long.

This kind of circular cognitive dissonance can hold you up for decades (or even forever)… because our very human minds are hard-wired to listen to our intuition, no matter how often it’s proven wrong or screws up our lives.

We’re stubborn beasts. As a civilian, you just go enjoy your bad self with your silly notions and absurd assumptions. I’d prefer that you not vote, but it’s a free country.

However, as a marketer who desires wealth and recognition and lasting success… you cannot rely on the flawed default settings in your brain. If you haven’t been constantly giving yourself vicious Reality Checks over your career, you’re risking being stuck in a non-productive zone where competitors will fly past you, and customers flee.

I, personally, am very hard on myself. Very, very hard.

My transformation into a real professional meant climbing out of a slacker lifestyle where I got away with laziness, unreliability, and a self-destructive refusal to change… Continue Reading

Top 10 Secrets To Make 2013 The Best Freakin’ Year Of Your Life (all of which you’re either ignoring or screwing up)

Saturday, 3:44pm
Reno, NV
“I’ll have what she’s having…” (When Harry Met Sally)

Howdy…

I figured I’d kick off the new marketing season here in a ball of fire, and just lay some Reality Checks out for you. Here goes:

Your First Big Reality Check: If you tried, really really hard, and weren’t successful last year…

… it was probably mostly your own damn fault.

Yeah, sure, the economy sucked, politicians were mean, your prospects are all screamin’ idiots, and God had it out for you. All totally excellent excuses for having a crummy bottom line again.

It’s not your fault. It can’t be your fault.  That’s… that’s just…

… that’s just completely unacceptable that it even might be your fault.

And, hey, maybe you did piss off the universe, and spooky forces beyond your control mucked things up so you had a bad year.

I believe you. I really do.

However…

After you’ve been around the block a few times in life, you start to notice some very interesting things about success.

And the big realization, I’d have to say, is that the idea that success is somehow magically bestowed on people in a spontaneous burst of luck and being in the right place/right time…

… is just bullshit.

It is. It’s total bullshit. Hollywood likes to pretend it’s a real plot point. And folks clueless about how the world works — who spend their lives outside looking in — use this myth as a comforting excuse for their own lack of goal attainment.

Once you’ve spent even a little time with successful dudes and dudettes, you notice something startling: They all have well-defined goals, and they focus on nailing them like terriers going after a squirrel.

They are not stopped by lack of skill, or lack of time, or lack of connections in the right places.

They are not stopped by ADHD (which a LOT of the entrepreneurs I know are saddled with, btw)… or feelings of inferiority (many of the best are entirely motivated by “I’ll show you” revenge fuel)… or lack of education (drop-outs galore).

And they are not stopped by the main reason most wannabe entrepreneurs never get past that “deer in the headlights” pose: Not knowing what to do next.

Every single excuse ever floated by anyone in the history of mankind…Continue Reading


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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.

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