Category Archives: freelance copywriters

Special Gift For New Blog Fans!

Friday, 2:09pm
Cleveland, OH
Momma’s all right, Daddy’s all right, they just seem a little weird...” (Cheap Trick, Surrender)

Howdy…

I sure hope you were in Cleveland last night, and caught the “Old Dogs Bark” show that Dan Kennedy and I did onstage at his huge event.

If you were… congrats. You witnessed something people should be talking about for years to come.

And if you didn’t…

… well, shame on you for missing it. How often do you think the geezers of the marketing world (the guys with all the best stories, and most reality-based profitable advice) are going to be around to share this stuff?

Time to make the effort to gobble up the great advice and golden stories while we’re here to tell ’em. 

This blog is a great place to start, too.

And hey — I’ve got a little gift for everyone.

If you’re new to the this blog, you’re in for a treat. Twelve years of free archives, for your education and enlightenment, are available 24/7. Jump down two posts below, and you’ll find an article entitled “How to give this blog a good ‘test drive’… in just 3 minutes”. Blow through that post, and you’ll be totally hip to everything this blog has to offer.

And even better…

… if you sign up right now, you’ll not only get notices for new posts (and other cool stuff I’ve got going on you should be interested in)…

… but you also get a free gift. A free report called “11 Really Stupid Blunders You’re Making With Your Biz & Career Right Now”.

It’s a brilliant short-course reality check that should help you avoid murdering your future, quickly and efficiently.

All the common mistakes I see entrepreneurs and freelance copywriters make are in there…

… identified, deconstructed, and solved.

Best damn special report I’ve ever written. Killer stuff. All the best angles and solutions I use in my lucrative consulting biz.

And…

… it’s free. Just for signing in.

And if you’re already a sign-in fan of the blog, just sign in again to get that free report. We’ll take care of duplicate sign-ins easily enough. No hassles.

Here’s how to get your free report: Just fill in the box below…

… and you’ll get your free report emailed to you post haste.

Meanwhile, check out everything else here. The posts below are a great intro to what you’ll find in the 12-year-deep archives. And if you don’t have my books, well, get on that right now (in the right hand column). Plus, lots of other goodies.

Have fun. Don’t hurt yourself in the archives — I’ve seen people get obsessed with reading everything all at once, and it can lead to brain-freeze.

Pace your bad self.

I’ll be back here with a fresh post soon…

Stay frosty,

John

P.S. We just switched hosting companies, so all the comments here were left in the dust.

Please feel free to comment on any post — I hang out enough to usually answer every one, if you have questions or just want to share something.

We had a great, long run with Host Gator as our blog hosting company, but they’re gone way downhill lately, to a dangerous place where the site was down a lot. So we’ve moved to Liquid Web, which so far is a totally bitchin’ outfit. Very professional, very much on top of making sites like this work smoothly. I’m happy now…

How To Weasel Out Of A Deadline (When You Seriously Must)

Saturday 3:08pm
Reno, NV
Do the least damage possible to the client.” (Me.)

Howdy.

Recently, a good pal (and damn fine copywriter) had a bit of a meltdown…

… because Life inserted some truly cruel and unusual shit into his day, and he was in danger of missing a deadline. (That’s a photo of a deadline, above. Nasty thing.)

This is a no-no among most top professionals of all persuasions. You don’t miss deadlines.

People are counting on you. As a freelancer, entire businesses may be counting on you.

Back when I wrote for the largest direct mailing outfits in the world, a missed deadline might mean tens of thousands of bucks wasted, as printing presses sat idle. If my piece was meant for a print ad, even more money could potentially go down the tubes — my deadline was attached to a publication deadline, and no magazine or newspaper waits for you to get your shit together.

You don’t get your ad in on time, you don’t go into the publication. And you still have to pay (at least a penalty, and maybe the whole ad cost).

It’s serious stuff.

Still…

… because we’re all humans living in an essentially hostile world (full of danger, unpredictable risks, and lots of other gruesome horrors)…

you need a plan.

A plan for that day (which hopefully never comes) when… shudder… you may be forced to miss a deadline.

My colleague is a true pro. He understands that clients and printing presses and budgets and biz plans are counting on him to meet his deadlines…

… and over a decade as a freelance copywriter, has never to my knowledge missed one.

And yet, here he was…

… cornered by Life, and needing some advice on what to do.

So, I whipped out a short list of options.

And it was so good, I thought I’d share it here.

For you to use NEVER… unless there is absolutely no other choice.

So, ONLY for your deep Bag O’ Tricks-Maybe-Needed-Down-The-Line (and never for regular use), here’s that advice:

How to get out of a deadline…

… when you absolutely have to (cuz you’re faint from loss of blood, or space aliens kept you locked up all night doing anal probes, or your eyes fell out…

… which, by the way, are the ONLY real excuses a true professional would ever let get in the way of a deadline. Other than life-or-death emergencies.)

Let’s begin with the stark fact that I, for one, have never missed a deadline. Never. In a 30-year writing career.

A few colleagues have expressed shock over that. Cuz, from the complaints I’ve fielded over the years about my cohorts, the average copywriter misses approximately half his deadlines. From rookie to top dog. It’s appalling.

But it also opens up a huge opportunity for writers who want to stand out (as all the “A Listers” do). One of the reasons I earned the global reputation I enjoy, in fact… is by meeting my deadlines.

Deadlines are sacred. I made a vow early in my career, “biz before pleasure”, and I stuck to it.

Without that attitude, I would be just another run-of-the-mill copywriter. No fame. No fortune. Not worth much.

In fact, the whole notion of meeting ALL your deadlines caused me to create what I call “The Professional’s Code”. It’s good for anyone in any kind of job where people count on you.

Here’s that code: You are where you said you’d be… when you said you’d be there… having done what you said you’d do.

It’s just that simple. In biz, romance, hobbies, getting your hair cut, everything you do… you follow the code.

If you crave the respect (and rewards) of BEING a true pro…

… you move heaven and earth to make this code REAL in your life.

You become That Guy who can be counted on. Who follows through. Who you can trust with your life. Or the life of your business.

Still…

… nevertheless, there may come a time in your career when life interferes so drastically…

… that you are forced to miss a deadline.

If that happens, here are your options:

Option #1: Arrange for an extension. You do not reveal details of your emergency. You’re not looking for sympathy. You’re a professional who is admitting that you cannot meet the current deadline…

… and something else needs to be arranged.

If they refuse your request for an extension, then: (a) return whatever fee you’ve already been paid, and deal with the professional shame of missing a deadline…

… or (b) hand in whatever you’ve completed up to this moment (if it’s even close to being what the client needs)…

… or (c) combine (a) and (b).

You may lose the client if what you give them isn’t something they can use… but then, who needs clients who don’t respect the fact that — once in a while — life hands you a bummer? (And, to be fair, what client needs a writer who misses deadlines?)

This is assuming you haven’t made a habit of missing deadlines. You may have earned some slack, IF your rep is clean up to now.

If missing the deadline causes a huge problem for the client, then your reputation has taken a massive hit…

… and your job, for the next few years, will be to try to repair your reputation. It will be hard. And dependent on you never missing another deadline.

If you take the hit, face up to it. It’s a setback. You’ll have to work to fix it.

It is what is. (Good Zen advice for living imperfectly in a rough world.)

Getting an extension is the best possible option.

But it only works if it works for your client, too. 

If you must face the reality that you will not meet the deadline…

then own up to it as soon as possible. Do not try to keep a fee you haven’t earned.

And — most important — do not vanish on the client.

The WORST thing you can do is go radio silent, leaving your client in the dark… just because you’re too embarrassed to admit you’re missing a deadline.

This compounds the error, essentially tossing your reputation into the toilet.

Own up to the situation. Again, you do not need to share details — what’s important to the client is not what’s happening to you, but what’s to become of his campaign. He paid you to do a job, and you’re not doing it. There are no “good” excuses for missing a deadline…

… but there are missed deadlines, even the most perfect of worlds.

Option #2: Gear up, do the best job possible in the time you can give to the gig, working overnight if you must, and meet the deadline with something resembling a complete ad. Meet the deadline despite the crises. 

Schedule time to get at least some sleep, and to deal with the interfering emergency…

… but give the rest of your available time to the job. Make it happen.

I’ve even resorted to jamming out an ad in a couple of hours, to meet a deadline. Normally, I want weeks to carefully craft an ad… to research it, edit it, come up with multiple headlines, carefully craft the whole thing. However, I’m also capable of writing quickly, without the days of obsession and editing.

I prefer to have time to do it right.

But when time is not available, I do the best job I can inside of the small block of time I do have.

When you jam stuff out… what you end up with is what it is.

Just know that a top writer working at 70% is worth a lesser writer at peak output — which means, if you’re a veteran writer, this rushing to meet the deadline at the last minute can still produce “good enough” copy.

If you’re not a veteran writer… then you’ve got to make the call: Can you craft a complete ad — even an inferior one — in the time you do have available?

If you can’t, then this isn’t a good option for you.

Side note: The great Gary Halbert used to routinely finish ads, writing by hand on a legal pad, in the passenger seat of a car speeding to the client’s office. I’ve written speeches in the airplane, flying to the event I’d be speaking at. I know writers who’ve recorded themselves talking out copy while in the shower, and editing the transcription in the lobby of the client’s biz.

And I’ve written ads (and made major biz decisions on the phone) in hospitals, taking a break from attending to the loved one I was there to see. I never neglected my duties as part of the support team. But there was always time to break away for 20 minutes or an hour (when they were sleeping).

You do NOT need your usual “safe space” to create good copy, once you become a true professional. You use what you have.

Especially today, with modern technology. I’ve written ads on my iPhone, typing with thumbs.

No excuses.

Option #3: If you have even a day to spare, hire a ghost writer, and meet the deadline.

If the emergency forcing you to miss the deadline is also taking you away from your ability to do ANY work at all…

… but there is still time for SOMEONE to do it…

… then this is the best option.

Early in my career, I worked for copywriting legends like Jim Rutz (inventor of the magalog), Jay Abraham and Gary Halbert in these exact situations. Sometimes, even for my very first jobs with them…

… so we had no history, and they had no idea of I could deliver quality or not. But they hired me, because I was willing to throw myself into the fire, work all night (for several nights, if needed), and move heaven and earth to help them meet their sacred deadline. And they’d heard from other marketers that I met my deadlines…

… even when they were unreasonably short.

It was a great way to kickstart my reputation as a writer you could count on. And it got me inside their operations, where I soon held high-status positions.

If you need to hire a ghost writer, hit up your network and pay what you need to pay to meet the deadline. It might be all of your fee…

… which is acceptable, because this is an emergency situation.

Oh, wait. You don’t have a network yet?

Well, why not?

One of your priorities in life should be to cultivate and nurture a network of colleagues who are in your biz. If you’re a writer, then that network should be full of your writing peers — the sort of professionals you can hit up when you’re forced to hire a ghost writer.

And those are your options.

Bottom line: Do not be bullied or guilt-tripped by the client — for your own peace of mind. Rest on your laurels if you have to — if your reputation is clean (because you’ve made meeting deadlines a professional habit), then this one time missing a deadline or returning the fee won’t harm you much.

Recite: “It is what it is. Under normal conditions, meeting this deadline wouldn’t be an issue. It is an issue, however, this time.”

Then make your decision on the best option, and engage the client in conversation if you’re backing out of the gig. The sooner he knows, the more he can mitigate the problems you’ve caused.

Seek the least damage to the client.

Side note: The best way to AVOID this travesty, of course, is to avoid agreeing to hard deadlines in the first place. Smart clients pad their deadlines, so they’re not actually “hard”, in the sense that missing it creates a disaster.

A “soft” deadline means there is still time after you turn in your manuscript before the ad runs, or gets printed, or the project starts. You’re not turning in your copy the day before the launch or the print date.

That doesn’t mean you can miss soft deadlines with impunity, though. The extra time is usually reserved for your copy being reviewed, fact-checked, and proofed. All very necessary stuff.

Top pro’s who’ve had experiences with deadlines prefer this arrangement. If there’s a problem — especially one in miscommunication between client and writer (including bad info, incorrect facts, and totally misunderstanding some essential part) — it can be caught early, during one of the multiple soft deadlines in the funnel.

It gets complicated, when writers don’t want early drafts of their work seen by the client. I certainly do not want this.

However, it’s very smart to insert soft deadlines where the client must get all info to you (so you can start writing)… where all facts (from phone numbers to links to research info) are double-checked… and where you float your hook (especially if it’s outrageous) or sale-closing angles (including guarantees).

This saves everyone a lot of problems.

It also forces the writer not to wait until the last minute to start writing (which is why sudden emergencies cause such havoc). If you’ve got all the info double-checked, and you’re sure of the facts you’re working with, AND you’ve cleared your hook with the client…

… then having to finish up in a hurry (when unexpected shit hits your fan) becomes much, much easier.

Top writers know how to navigate life and business at a level far above how regular civilians operate.

Because people are counting on you.

Hope this helps.

Stay frosty,

John

P.S. Want more good advice like this, specifically for copywriters and consultants?

The “Freelance Course” is crammed with it.

Go here to check it out.

Many top working writers used this course to break away from the pack, and start earning the Big Bucks as their reputation grew by leaps and bounds.

Take your career seriously. This is a great place to start.

Did You Enjoy Your Free Copy Of “There Are Only 3 (or 4) Marketing Problems In The Entire Universe”?

 

3or4marketingmistakes

12:37pm, Christmas Day
Reno, NV
You’ll shoot your eye out!” (Ralphie’s Mom, “A Christmas Story”)

Howdy.

Hope you’re having a great holiday, and all your dreams have come true.

If you’re here after grabbing your FREE copy of the book that Dean Jackson and I just released, welcome. Our gift to you took just 90 minutes to create, per Dean’s brilliant “90-Minute Book” magic. Well, 90 minutes, plus the four years since I first proposed the book to Dean…

… but since we dawdled away those years never actually writing any of it, this sudden burst of creativity for 90 minutes actually represents a Christmas miracle.

I’m stunned we got it out.

Sure, it’s in need of some editing, which we’ll do later (when the book is sold on Amazon), because it’s a transcription, and my brain-to-mouth process works much differently than my usual brain-to-keyboard process. But for now, today at least, this somewhat raw first edition is your free gift from us.

Get your free copy at www.3or4problems.com… if you missed the announcement of it on Facebook last night.

And welcome to the blog. Be sure to sign up for alerts, top right. Right there. No, your other right. Yeah, right there, inside the little box. Just type in your email address — the good one you always check, not the fake oaddresse you use to throw folks off your trail. You want to hear from me. I won’t deluge you with email, and I swear you’ll love every message you do get from me. (I’ll never share it, either.)

PLUS — you get a cool free special report when you sign up, jammed with info you can put to use right away to make yourself and your biz glow with profits. Yet another freebie gift for you. The goodies are just piling up.

There are tons of great posts for you here on the blog — over a decade’s worth of advice, tips, strategies, insight and pro-level marketing secrets… all in the archives. Which you can access in the lower right column. Yes, just below where you left your email address.

Also, check out the books I offer, the great deals on the courses, all of it.

Oh, and just for now, I’ve slashed my normal Skype consults (where I personally solve your entrepreneurial biz problems, and even critique your copy if you want, in real time, digitally face-to-face). Right now, you can get a full-on consult for $999 — which includes your hour on Skype with me, personally, plus an email exchange for anything you want me to look at. I normally charge $2,500 for these. But I’m feeling the holiday spirit, big time.

To get the details, just email my assistant Diane at diane@john-carlton.com. Write “I want to know how to get a personal consult with John” in the subject line. We’ll get right back to you with the details. And get you on the schedule fast.

The new year is right around the corner. How rich and happy you get over the course of 2017 depends on how you approach the opportunities and problems you have in front of you now.

One of the best ways to kick it up a notch is to get your sticking points unstuck, your problems solved, and your plan for the year double-checked by a respected, well-known pro. I’ve been doing this stuff for over 30 years now, and the list of folks who owe their wealth and happiness to me is long (and full of some very famous people).

But enough of that.

If you’re ready to goose your fortunes for the coming year, great. I can help you in ways you can barely imagine right now.

Today, just enjoy your Christmas gift from Dean and me.

Hope you and yours are having a great day.

Stay frosty,

John

How To Stop Being Taken For A Ride (which, if you’re honest, right now you are)…

IMG_2878
Sunday, 2:22pm
Reno, NV
“Let’s make the most of every second we can borrow…” (“Let It Ride”, BTO)

Almost everything you encounter today is conspiring to waste your time. Lots of it. Most of it, in fact.

For eons, the distractions of life were put on hold by the sheer requirements of subsistence living. The party animals starved when winter hit.

So we gathered in villages in order to share the burdens of eating every day. There was a time to sow, a time to reap, and so on. The butcher, the baker and the candlestick maker started specializing, so the rancher, the farmer and the night owls could get on with their end of the game.

Complications were instantaneous, of course. Humans are hard-wired to screw things up, especially once we get into a good groove. (The Primary Rule Of Entrepreneurship, which should never be forgotten, is: The first thing most entrepreneurs do, once they’re successful with a simple idea they’ve turned into a biz, is try to complicate the shit out of it. And ruin it. It’s unconscious, because our lizard brain can’t stand the drudgery of management, and craves the excitement of new ventures. I’ve seen this rule demolish more success arcs than divorce, embezzlement and incompetence combined.)

So, over the long arc of history, the smart alecks started figuring ways to have others do the hard work for them… allowing them (the smart alecks) more leisure time. Becoming royalty was a good way to get out of the unpleasantly-sweaty parts of life. Concocting empires and war (from afar) was an excellent way to amass wealth and power… which translated to lots of servants, soldiers and lackeys scurrying around doing your bidding. It’s the ultimate con game. You spend your days in leisurely pursuits.

And, voila! Boredom was invented.

Too much time, too little to do.

It’s pretty much a given that most folks, stripped of fulfilling duty, will find a way to wile away the time. Prisoners dig tunnels, trophy spouses shop and have affairs, bosses gamble away the payroll, students hack into Pentagon computers, and so on. We’re just busy little beavers when we latch onto something to do.

In the modern world (and I hope you’ve noticed) the “what to do with your free time” trends have been heavy on entertainment, though, and a little weak on substance.

And, from this old codger’s perspective (after many, many trips around the block)… most folks are squandering a truly great life, by going after what they’ve been sold as a “good” life.

And I say this as one of the guys who has helped feed this travesty, though excellent advertising.

Thus, it may be time for a little Reality Check here. On how not to waste your life chasing bullshit.

Let’s begin:

Reality Check #1: You only get one ticket for a life. There is no “do over” button, no replays, and no options on more game time.

Sure, I know you know this. Like, duh, right?

So why are you living as if you had unlimited time to waste? You’re treating your life the same way you treat your lack of exercise, your refusal to quit bad habits, your putting off of all that critical stuff you need to get after.

Oh, I know. Eventually, you’ll get around to it. Yeah, life’s short, whatever. You’re not gonna die in the next couple of months, at least, so why freak out over missing opportunities and all that crap?

Here’s where your own bullshit blinds you: Your “real” life doesn’t start down the line, after you’ve accomplished that thing you’re putting off. The college degree, the marriage to a hot mate, the new car, the new haircut, the signing of your band… none of that “starts” your life.

No, your life is going on RIGHT FREAKING NOW. Who you are today is pretty much the foundation of who’ll you be tomorrow, even if you win the lottery and can tell your boss to shove it.

And if winning the lottery is your entire plan for a better life, then you’re deep in the dreaded Delusional Swamp. Time to start wading back to dry land, and re-establish a relationship with the reality of your situation.

Reality Check #2: If you don’t change anything, then the next 5 years are probably going to look pretty much like the last 5 years.

And if that makes your skin crawl, then you must face up to a brutal fact of life: If anything is going to change, you’re gonna have to take responsibility for it.

Hey, I’ve known people who were wrenched from their life, drafted into the Army, and shoved into foreign cultures and terrifying situations rife with challenges to their belief systems.

And they came back pretty much the same person. They were so set in “who they were”, that new experiences just bounced off without much effect. They returned to the same job, same neighborhood, same desires.

And there’s nothing wrong with that. If that’s what you want.

However, as a consultant and coach, I don’t usually encounter folks who are ecstatic with the way their lives are going.

No. The folks I deal with have made the fateful decision to CHANGE. They’re open to it, they crave it, they’re willing (they hope) to suffer to attain their goals.

They just need a little help doing it right.

To change, you have to actually draw a line in the sand. Up to this second, I was this person. From now forward, I am going to change the way I do things.

You can’t just promise to do this, by the way. Nope. You gotta form some goals to aim for, and implement your plan to go after them. You gotta make a (probably long) list of the attributes you need to nurture or create… like discipline, dedication, firm resolve, follow-through, and a professional’s code of behavior (“You show up where you said you’d be, when you said you’d be there, having done what you said you’d do… every time, with no excuses allowed.”).

If you need help, you find it and start implementing what you learn. Mentors, coaching, courses, whatever it takes to get you past your sticking points.

If you need to get the biz working, you start today. Not tomorrow. Today. You set up a schedule and a plan, and you follow it. Even when you’re tired, even when there’s SO MUCH ELSE you’d rather do, even when you have to say “nope” to fun.

In fact, “fun” becomes a reward, not a primary pursuit. The old adage “business before pleasure” is the precursor to “work hard, play hard”. We’ve lost that sense of proportion, as a culture. Too many folks just want to play hard… and maybe squeeze in a little duty on the side.

And success doesn’t function like that. Fucking around is the way you eventually fuck up. (And I say this as a primo fuck up, for much of my pre-career life. I know how fuck-ups operate, the ways they spin excuses and avoid responsibility for mucking things over. I was a master at it. And I had to murder that part of me in order to move forward.)

Today, I have as much fun in my life as I do hard work. But the work is fulfilling, and the fun feeds my soul. And vice versa.

I got to this point by sacrificing long-held beliefs about what I was capable of, what the world would “allow” me to do, and how far I could push into unchartered territory when I set my mind to it.

Turns out…

Reality Check #3: … most of your limitations in life are self-inflicted.

And a lot of it has to do with time. As in, how you spend it.

My line in the sand was drawn one evening while I was sleeping on a friend’s couch, homeless after losing my job, girlfriend and place to live all in a short span. I had driven around the west coast for several months, aimless, clueless and directionless, hoping for some kind of sign on what my next move was going to be.

No sign arrived. What did arrive was a rather abrupt realization that I was standing in my own way. My entire life to that point was full of scattershot, ill-thought-out decisions that happened only when I was forced to choose or suffer another catastrophe. It occurred to me, that fateful evening, that maybe I should start considering my decisions more carefully. And add some actual data and info.

It was a start. I knew that just deciding to be decisive was worthless without good reasons to follow up on a decision. Being decisive, in and of itself, isn’t a good thing. It just means you act quickly. Thinking through the consequences, and including a little research, suddenly meant my decisions had some teeth.

No longer was it “what the hell, let’s do this and see what happens”. Suddenly (literally overnight) it was “let’s examine the options here, and make the call based on something more than just a hunch.”

That meant changing a lot of my habits. I love science fiction, and always had a novel with me. However, during this period of decision-making, I needed to put the sci-fi on the back burner for a while, and read up on stuff like biz, advertising, marketing, salesmanship, and all the other skills and tactics I might need to explore in a freelance career. (Remember: I’d never met a freelancer before I became one, and had only a vague idea of what they did. There were no books on freelancing at the time, no mentors, no seminars, no nothing. I’d have to wing it… but I was still going to put as much info on my side as possible before wandering out there in the cruel advertising world.)

In a very short time — because I was obsessed with this “remake my bad self into something productive” project — I read nearly everything in the library on these subjects. Raced through an Evelyn Woods speed-reading course, figured out I had just enough money to keep me from starving for a few weeks, and dove in. No distractions. Business before pleasure became my mantra, and because I’d drawn that line in the sand, there was not gonna be much pleasure while I loaded up my brain with relevant stuff.

No TV. No visits to the pub. (They wondered where I was.) No long romantic calls with old girlfriends, trying to stir up a little action. No nothing. For a few weeks, I was a monk.

And holy shit, did I ever get stuff done.

The punch line to this story is that, on my very first interview with an ad agency for some freelance work, I walked in thinking my weeks of research had maybe prepared me to not sound like an idiot. However, what I discovered is that I knew much, much more about the history, application and use of advertising and marketing than any of the full-time professionals at the agency. My research made me a freakin’ Ph.D. in the subject, better-read than even the creative director.

They were impressed, and I got the job. I was stunned, and took their fee in a daze. How the hell do you work at an agency, and NOT know about John Caples’ groundbreaking ads from the sixties, Claude Hopkins’ revolutionary work in the 1920s, and all the current heroes of direct response in the print and broadcast games?

So, yes, you cynical jerks out there. The library is your friend, just like Miss Adams told you in the third grade. Knowledge is king. Accessing resources, like libraries or Google or experts (especially experts), gives you an edge… and no matter how “naturally” gifted the next writer you go against may be, you’ll still scorch him with better research every time. Every. Time.

Which, of course, brings us back to time.

How are you spending your time?

If you’re not where you want to be in life… and you’re watching ANY TV at all during the week… then you’re a fucking moron. Sorry, but that’s the truth.

If you’re still partying like a college boy (or girl), you’re the reason you’re not succeeding yet.

And if you aren’t topping off your brain-tank with info, knowledge, skill sets, and insights… relentlessly and with clear goals on how to use all this stuff… then maybe it’s time to just admit you’re not cut out for a successful life.

No shame in that. The world needs ditch diggers, too, just as Judge Smails said. (Caddy Shack. No need to Google it.)

However…

if you DO crave success, then start with your own bad self. Do a reality-based checkup on how serious you are about moving up a level or two. Are there good biz books on your shelf, sitting there all lonely and forgotten, that you should be reading? Are you still following 3 different sports every season, spending more time on the sports pages than the financial section? Do you have people in your world you haven’t bothered to bond with, cuz it’s “too hard”, and thus you aren’t reaping the benefits of networking? Are you ignoring the opportunities spread out before you?

Are you, in short, still kinda believing that someday, maybe soon, magic will happen and your “real life” will begin in earnest?

You know, like when you were 8 years old and still believed in Santa? (Spoiler Alert: He ain’t real.)

There is plenty of time in your future for binge-watching Ray Donovan… drinking yourself into misadventures with your wayward pals… obsessing on your fantasy leagues… and chasing Susie Q around. No career requires total immersion for the rest of your life.

Still, until you get up to speed, and kickstart your new life as a knowledgeable, decisive, skilled and effective professional…

time is your main resource. You hold yourself back by squandering it. You want someone to blame for the shitstorms swirling around your head? It’s you.

There. Settled that.

Now, it’s time for assessing your current state — what skills you lack, what attributes you need to adopt, what vacuums exist between your ears that need to be filled with good stuff.

You’ll be astonished what you can put together in just a few weeks. Yes, your buddies at the pub and everyone in your fantasy league will hate you for abandoning them (not to mention Susie Q, wondering why you aren’t harassing her anymore). Don’t look to them for support — they want you to fail, so your “old self” will come back and stop making them feel bad about being unsuccessful themselves. (And, in truth, they’ll get over it when you finally break through your limitations, and start proudly calling you “the guy who got it done”.) (Though, they’ll still try to force Jello-shots on you every time you visit.)

Time.

You think you got oodles of it.

You don’t.

Growing up and putting aside the time-wasting pleasures of your youth is just another stage. Doesn’t mean the next stage won’t be even more exciting, entertaining and full of adventures. It’ll just be different.

Okay, scolding over.

What time is it, anyway?

Stay frosty,

John

P.S. And when you’re ready to start finding and exploiting the expert-level resources around you…

… there’s no better place to start than the Marketing Rebel Insider’s Club. It’s the one online joint where you can access most of the best material I’ve ever created to help entrepreneurs and copywriters.

It’s a one-stop resource where you can get fast expert feedback on any biz, marketing or advertising question you have…

… including the opportunity for ad critiques from me, personally (in the Marketing Brain Cleanse show I host on the site with my longtime biz partner Stan Dahl).

And, I maintain an active online “office” there, where I interact with folks regularly. With specific advice on sales funnels, career moves, and the problems holding you up. It’s like having a direct line to me and the support staff.

Plus, I’ve stashed my entire “swipe file” of ads there (they’re on constant rotation) – which include my commentary and side notes on why they worked (and how to use them as a template for your own ads). Along with the notorious interview series I did with my colleagues like Gary Halbert and Dan Kennedy, and my breakthrough email marketing course…

and a ton more. It’s a huge payload of courses, coaching and shortcuts I’ve created to boost the bottom line for entrepreneurs and freelancers. Augmented with a full-time team of experts in the tech, strategies, tools and advice that’s working now in the fast-changing biz world out there.

What’s more, it’s a ridiculous bargain to get immediate access to everything. You’ve spent more on lunch.

Go here to see if this honest “insider’s” resource is for you. It’ll take you less than 3 minutes to understand the full impact of this awesome site.

And I’ll see you there.

How To Stop Being Taken For A Ride (Which, If You’re Honest, Right Now You Are)…

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Sunday, 2:22pm
Reno, NV
Let’s make the most of every second we can borrow…” (“Let It Ride”, BTO)

Almost everything you encounter today is conspiring to waste your time. Lots of it. Most of it, in fact.

For eons, the distractions of life were put on hold by the sheer requirements of subsistence living. The party animals starved when winter hit.

So we gathered in villages in order to share the burdens of eating every day. There was a time to sow, a time to reap, and so on. The butcher, the baker and the candlestick maker started specializing, so the rancher, the farmer and the night owls could get on with their end of the game.

Complications were instantaneous, of course. Humans are hard-wired to screw things up, especially once we get into a good groove. (The Primary Rule Of Entrepreneurship, which should never be forgotten, is: The first thing most entrepreneurs do, once they’re successful with a simple idea they’ve turned into a biz, is try to complicate the shit out of it. And ruin it. It’s unconscious, because their lizard brain can’t stand the drudgery of management, and craves the excitement of new ventures. I’ve seen this rule demolish more success arcs than divorce, embezzlement and incompetence combined.)

So, over the long arc of history, the smart alecks started figuring ways to have others do the hard work for them… allowing them more leisure time. Becoming royalty was a good way to get out of the unpleasantly-sweaty parts of life. Concocting empires and war (from afar) was an excellent way to amass wealth and power… which translated to lots of servants, soldiers and lackeys scurrying around doing your bidding. It’s the ultimate con game.

And, voila! Boredom was invented.

Too much time, too little to do.

It’s pretty much a given that most folks, stripped of fulfilling duty, will find a way to wile away the time. Prisoners dig tunnels, trophy spouses shop and have affairs, bosses gamble away the payroll, students hack into Pentagon computers, and so on. We’re just busy little beavers when we latch onto something to do.

In the modern world (and I hope you’ve noticed) the “what to do with your free time” trends have been heavy on entertainment, though, and a little weak on substance.

And, from this old codger’s perspective (after many, many trips around the block)… most folks are squandering a truly great life, by going after what they’ve been sold as a “good” life.

And I say this as one of the guys who has helped feed this travesty, though excellent advertising.

Thus, it may be time for a little Reality Check here. On how not to waste your life chasing bullshit.

Let’s begin:

Reality Check #1: You only get one ticket for a life. There is no “do over” button, no replays, and no options on more game time.

Sure, I know you know this. Like, duh, right?

So why are you living as if you had unlimited time to waste? You’re treating your life the same way you treat your lack of exercise, your refusal to quit bad habits, your putting off of all that critical stuff you need to get after.

Oh, I know. Eventually, you’ll get around to it. Yeah, life’s short, whatever. You’re not gonna die in the next couple of months, at least, so why freak out over missing opportunities and all that crap?

Here’s where your own bullshit blinds you: Your “real” life doesn’t start down the line, after you’ve accomplished that thing you’re putting off. The college degree, the marriage to a hot mate, the new car, the new haircut, the signing of your band… none of that “starts” your life.

No, your life is going on RIGHT FREAKING NOW. Who you are today is pretty much the foundation of who’ll you be tomorrow, even if you win the lottery and can tell your boss to shove it.

And if winning the lottery is your entire plan for a better life, then you’re deep in the dreaded Delusional Swamp. Time to start wading back to dry land, and re-establish a relationship with the reality of your situation.

Reality Check #2: If you don’t change anything, then the next 5 years are probably going to look pretty much like the last 5 years.

And if that makes your skin crawl, then you must face up to a brutal fact of life: If anything is going to change, you’re gonna have to take responsibility for it.

Hey, I’ve known people who were wrenched from their life, drafted into the Army, and shoved into foreign cultures and terrifying situations rife with challenges to their belief systems.

And they came back pretty much the same person. They were so set in “who they were”, that new experiences just bounced off without much effect. They returned to the same job, same neighborhood, same desires.

And there’s nothing wrong with that. If that’s what you want.

However, as a consultant and coach, I don’t usually encounter folks who are ecstatic with the way their lives are going.

No. The folks I deal with have made the fateful decision to CHANGE. They’re open to it, they crave it, they’re willing (they hope) to suffer to attain their goals.

They just need a little help doing it right.

To change, you have to actually draw a line in the sand. Up to this second, I was this person. From now forward, I am going to change the way I do things.

You can’t just promise to do this, by the way. Nope. You gotta form some goals to aim for, and implement your plan to go after them. You gotta make a (probably long) list of the attributes you need to nurture or create… like discipline, dedication, firm resolve, follow-through, and a professional’s code of behavior (“You show up where you said you’d be, when you said you’d be there, having done what you said you’d do… every time, with no excuses allowed.”).

If you need help, you find it and start implementing what you learn. Mentors, coaching, courses, whatever it takes to get you past your sticking points.

If you need to get the biz working, you start today. Not tomorrow. Today. You set up a schedule and a plan, and you follow it. Even when you’re tired, even when there’s SO MUCH ELSE you’d rather do, even when you have to say “nope” to fun.

In fact, “fun” becomes a reward, not a primary pursuit. The old adage “business before pleasure” is the precursor to “work hard, play hard”. We’ve lost that sense of proportion, as a culture. Too many folks just want to play hard… and maybe squeeze in a little duty on the side.

And success doesn’t function like that. Fucking around is the way you eventually fuck up. (And I say this as a primo fuck up, for much of my pre-career life. I know how fuck-ups operate, the ways they spin excuses and avoid responsibility for mucking things over. I was a master at it. And I had to murder that part of me in order to move forward.)

Today, I have as much fun in my life as I do hard work. But the work is fulfilling, and the fun feeds my soul. And vice versa.

I got to this point by sacrificing long-held beliefs about what I was capable of, what the world would “allow” me to do, and how far I could push into unchartered territory when I set my mind to it.

Turns out…

Reality Check #3: … most of your limitations in life are self-inflicted.

And a lot of it has to do with time. As in, how you spend it.

My line in the sand was drawn one evening while I was sleeping on a friend’s couch, homeless after losing my job, girlfriend and place to live all in a short span. I had driven around the west coast for several months, aimless, clueless and directionless, hoping for some kind of sign on what my next move was going to be.

No sign arrived. What did arrive was a rather abrupt realization that I was standing in my own way. My entire life to that point was full of scattershot, ill-thought-out decisions that happened only when I was forced to choose or suffer another catastrophe. It occurred to me, that fateful evening, that maybe I should start considering my decisions more carefully. And add some actual data and info.

It was a start. I knew that just deciding to be decisive was worthless without good reasons to follow up on a decision. Being decisive, in and of itself, isn’t a good thing. It just means you act quickly. Thinking through the consequences, and including a little research, suddenly meant my decisions had some teeth.

No longer was it “what the hell, let’s do this and see what happens“. Suddenly (literally overnight) it was “let’s examine the options here, and make the call based on something more than just a hunch.

That meant changing a lot of my habits. I love science fiction, and always had a novel with me. However, during this period of decision-making, I needed to put the sci-fi on the back burner for a while, and read up on stuff like biz, advertising, marketing, salesmanship, and all the other skills and tactics I might need to explore in a freelance career. (Remember: I’d never met a freelancer before I became one, and had only a vague idea of what they did. There were no books on freelancing at the time, no mentors, no seminars, no nothing. I’d have to wing it… but I was still going to put as much info on my side as possible before wandering out there in the cruel advertising world.)

In a very short time — because I was obsessed with this “remake my bad self into something productive” project — I read nearly everything in the library on these subjects. Raced through an Evelyn Woods speed-reading course, figured out I had just enough money to keep me from starving for a few weeks, and dove in. No distractions. Business before pleasure became my mantra, and because I’d drawn that line in the sand, there was not gonna be much pleasure while I loaded up my brain with relevant stuff.

No TV. No visits to the pub. (They wondered where I was.) No long romantic calls with old girlfriends, trying to stir up a little action. No nothing. For a few weeks, I was a monk.

And holy shit, did I ever get stuff done.

The punch line to this story is that, on my very first interview with an ad agency for some freelance work, I walked in thinking my weeks of research had maybe prepared me to not sound like an idiot. However, what I discovered is that I knew much, much more about the history, application and use of advertising and marketing than any of the full-time professionals at the agency. My research made me a freakin’ Ph.D. in the subject, better-read than even the creative director.

They were impressed, and I got the job. I was stunned, and took their fee in a daze. How the hell do you work at an agency, and NOT know about John Caples’ groundbreaking ads from the sixties, Claude Hopkins’ revolutionary work in the 1920s, and all the current heroes of direct response in the print and broadcast games?

So, yes, you cynical jerks out there. The library is your friend, just like Miss Adams told you in the third grade. Knowledge is king. Accessing resources, like libraries or Google or experts (especially experts), gives you an edge… and no matter how “naturally” gifted the next writer you go against may be, you’ll still scorch him with better research every time. Every. Time.

Which, of course, brings us back to time.

How are you spending your time?

If you’re not where you want to be in life… and you’re watching ANY TV at all during the week… then you’re a fucking moron. Sorry, but that’s the truth.

If you’re still partying like a college boy (or girl), you’re the reason you’re not succeeding yet.

And if you aren’t topping off your brain-tank with info, knowledge, skill sets, and insights… relentlessly and with clear goals on how to use all this stuff… then maybe it’s time to just admit you’re not cut out for a successful life.

No shame in that. The world needs ditch diggers, too, just as Judge Smails said. (Caddy Shack. No need to Google it.)

However…

… if you DO crave success, then start with your own bad self. Do a reality-based checkup on how serious you are about moving up a level or two. Are there good biz books on your shelf, sitting there all lonely and forgotten, that you should be reading? Are you still following 3 different sports every season, spending more time on the sports pages than the financial section? Do you have people in your world you haven’t bothered to bond with, cuz it’s “too hard”, and thus you aren’t reaping the benefits of networking? Are you ignoring the opportunities spread out before you?

Are you, in short, still kinda believing that someday, maybe soon, magic will happen and your “real life” will begin in earnest?

You know, like when you were 8 years old and still believed in Santa? (Spoiler Alert: He ain’t real.)

There is plenty of time in your future for binge-watching Ray Donovan… drinking yourself into misadventures with your wayward pals… obsessing on your fantasy leagues… and chasing Susie Q around. No career requires total immersion for the rest of your life.

Still, until you get up to speed, and kickstart your new life as a knowledgeable, decisive, skilled and effective professional…

time is your main resource. You hold yourself back by squandering it. You want someone to blame for the shitstorms swirling around your head? It’s you.

There. Settled that.

Now, it’s time for assessing your current state — what skills you lack, what attributes you need to adopt, what vacuums exist between your ears that need to be filled with good stuff.

You’ll be astonished what you can put together in just a few weeks. Yes, your buddies at the pub and everyone in your fantasy league will hate you for abandoning them (not to mention Susie Q, wondering why you aren’t harassing her anymore). Don’t look to them for support — they want you to fail, so your “old self” will come back and stop making them feel bad about being unsuccessful themselves. (And, in truth, they’ll get over it when you finally break through your limitations, and start proudly calling you “the guy who got it done”.) (Though, they’ll still try to force Jello-shots on you every time you visit.)

Time.

You think you got oodles of it.

You don’t.

Growing up and putting aside the time-wasting pleasures of your youth is just another stage. Doesn’t mean the next stage won’t be even more exciting, entertaining and full of adventures. It’ll just be different.

Okay, scolding over.

What time is it, anyway?

Stay frosty,

John

P.S. And when you’re ready to start finding and exploiting the expert-level resources around you…

… there’s no better place to start than the Marketing Rebel Insider’s Club. It’s the one online joint where you can access most of the best material I’ve ever created to help entrepreneurs and copywriters.

It’s a one-stop resource where you can get fast expert feedback on any biz, marketing or advertising question you have…

… including the opportunity for ad critiques from me, personally (in the Marketing Brain Cleanse show I host on the site with my longtime biz partner Stan Dahl).

And, I maintain an active online “office” there, where I interact with folks regularly. With specific advice on sales funnels, career moves, and the problems holding you up. It’s like having a direct line to me and the support staff.

Plus, I’ve stashed my entire “swipe file” of ads there (they’re on constant rotation) – which include my commentary and side notes on why they worked (and how to use them as a template for your own ads). Along with the notorious interview series I did with my colleagues like Gary Halbert and Dan Kennedy, and my breakthrough email marketing course…

… and a ton more. It’s a huge payload of courses, coaching and shortcuts I’ve created to boost the bottom line for entrepreneurs and freelancers. Augmented with a full-time team of experts in the tech, strategies, tools and advice that’s working now in the fast-changing biz world out there.

What’s more, it’s a ridiculous bargain to get immediate access to everything. You’ve spent more on lunch.

Go here to see if this honest “insider’s” resource is for you. It’ll take you less than 3 minutes to understand the full impact of this awesome site.

And I’ll see you there.

 

Tribute To The Ink-Stained Wretch

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Saturday, 12:42pm
Reno, NV
I’m a long gone daddy in the USA…” (Bruce.)

Howdy…

For most folks in America, July 4th is about picnics, blowing shit up, and toasting the gutsy nature of our country. Born in defiance and battle, prickly and belligerent and idealistic, with built-in endless (and often absurd) political arguments, we’ve somehow made the grand experiment last a couple of centuries and a half.

For me, though, the real victory of the joint isn’t in the details of elections or legislation, or the question of how exceptional we are or aren’t as a culture.

Nope. My own pursuit of life and liberty has always balanced on the First Amendment… particularly the parts about freedom of speech and freedom of the press. That’s the beating heart of this place. That’s the saving grace. For every writer here… novelist, copywriter, journalist, blogger or disgruntled “letter to the editor” ranter… there is a long, gruesome pedigree of ancestor writers who were prosecuted or erased or bullied into silence, stretching back as far as history goes. We’re so spoiled here with freedom of speech, that many naively believe it’s an essential privilege that, of course, is the rule and not the exception. Yet, the opposite is true.

Even today, the right to speak or write about what’s on your mind remains curtailed, risky, and forbidden all over the planet. Even here, the struggle to get to this point — where you and I can write “fuck” without fear of censorship or a visit from The Man — was an ongoing battle that claimed careers and lives of contemporaries. I grew up owning banned books (from the notorious Grove Press, which insisted on publishing every author banned in the U.S. throughout the latter half of the 20th century), watching authorities destroy comics like Lenny Bruce and artists like Jim Morrison, and being pleasantly dumbstruck when respected magazines like The New Yorker finally began printing formerly-prohibited words like “motherfucker” in their articles.

It’s not just about swearing, or about sex, or even about the never-ending brawl between Puritanism and libertarianism.

Much deeper than that. The offensive language and unhinged rants now common online are just a price to pay for the more important victory of Free Thought over censorship. All those past writers and wannabe scribes, muzzled and cowed into submission or silence over the past eons, would weep with joy at the lack of control by The Man over what we think and write. Never mind the wonders of electricity, air travel, the InterWebs, the buzzing gadgets that dominate modern life — the real jaw-dropper is our ability to use our minds unfettered by outside authority.

It’s a shame folks here take it all for granted. That’s how you lose these kinds of privileges. The offended classes gather power, see freedom of thought as a direct threat to that power, and wage constant war against it. Most folks have no use for too much freedom — it’s kind of scary, full of challenges to their belief systems and ideologies and traditions. I’m all for having the sense to pull back a bit in situations where speaking like a drunken sailor will cause folks to clutch their pearls or faint. I’m fine with a little cognitive dissonance, where we pretend that kids have never heard a bad word before, or that “decent” literature and movies can be great art. But do not infringe on my right to enjoy Shakespeare and Twain and George Carlin and Henry Miller without hiding (all banned or censored at some point in our history). And I will write whatever the hell I choose to write, whenever I choose to write it.

We all have to pick our battles in life. Writers tend to be an introspective, introverted bunch who aren’t so hot with manning the barricades… which is why it took nearly the entire arc of civilization’s history to reach this point of unfettered free thought.

So we modern writers owe it to the ink-stained wretches of the past — our professional ancestors — to embrace, defend, and heap glory onto the practice today. This kind of freedom was never a guaranteed deal. The Founding Fathers argued about it, and current governments elsewhere still get queasy even considering letting nutballs like us off the leash, with no way to stop our brains from thinking way outside of the box. Dangerous stuff.

I realize that many of my fellow citizens would be just fine with a few shackles on writers here and there. For them, other battles are more important. And that’s fine… as long as these nay-sayers keep losing that argument.

For me, the real fight of the past few generations — the fight worth dying for today — is freedom of speech. The unconditional freedom to think, and write, whatever goddamned crap I feel like writing about… whether it’s the next Great American Novel or just a funny post on social media skewering uptight jerks. Or even another ad that raises eyebrows.

Yes, there are a few restrictions still. I’m okay with having a few legal lines that shall not be crossed (because they cause real harm, not theoretical harm). But the restrictions should remain rare. Hearing harsh language won’t damage your brain, no matter how freaked-out you get over it. Being exposed to foreign ideas won’t change your biology. And stumbling upon writing that offends you won’t cause civilization to crumble.

I’ll toast the First Amendment today, and every day afterward, for the rest of my life. It was worth blowing shit up for. It’s worth every knock-down fight that has happened, and if more fighting is required, sign me up.

For all the faults and missteps and foibles of my country’s existence… I still allow myself to get choked up over Old Glory. Because she flies over my continued ability to be the kind of writer my ancestors could barely dream of being. Free.

Fuckin’ A. Play ball.

Stay frosty,

John

Your Hot New Skill At Writing Killer Ads Starts Here… Right Now…

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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’re re-launching the coaching program of the Simple Writing System again… starting with the free “Express Course” first lesson all this week. (Go here to jump in on that killer experience.)

We rarely offer this hand-holding, personalized, one-on-one mentoring (by coaches who are also successful copywriters). The last session was a year 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. (Literally thousands have been through the system already.) 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 deliriously 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…

… you still struggle. Or go under.

ALL the top marketers you know about, online and offline, know how to write their own sales messages.

And when it’s really, really, really freaking important that it gets done right…

… they almost always actually DO it themselves.

Now, yeah, sure, they also hire out some of the writing, too. But not because they are clueless about what needs to go into a killer sales message.

No way.

In fact, the top guys are the WORST clients a freelancer can have. Because you can’t bullshit them. They know EXACTLY what a good ad looks like.

The really good marketers are armed to the teeth with salesmanship chops. A freelance copywriter cannot lollygag around with those guys, or he’ll get thrown to the dogs. He’s got to deliver the best work possible, because the client who understands what great ad copy looks like will not accept mediocre crap.

You know what the BEST client is for a freelance copywriter?

It’s the fool who hasn’t got Clue One about what goes into a decent sales message.

The freelancer can toss off the laziest piece of garbage possible… something that barely resembles advertising… and still collect his fee.

And when it fails and dies a horrible death? Well, who’s to say why it happened.

The clueless client sure doesn’t know.

And consider this: Say you somehow manage to hire the most promising copywriter in the universe to come work for you.

Exclusively. He becomes a member of your team. And you teach him all the secrets of your biz, right down to the specs of your product.

I’ve seen this soap opera go down often.

Here’s how it plays out: Once that brilliant young writer gets some experience with you… and learns all your secrets…

… yep. He leaves.

And either starts working for the competition…

… or BECOMES your competition.

And let’s see. Hmmm. You had the biz first. It was your baby. Your product.

But he knows how to create the sales messages that sell it. And you just taught him all your secrets.

Who do you think wins in that match-up?

People… you MUST learn how to create a decent sales message, if you are to survive and prosper in business today.

Otherwise… you’re toast.

And this is why we’re hauling out the Simple Writing System personalized, one-on-one coaching program again. The very deep, yet easily-understood online quick-learning program where recognized, veteran, professional copywriting experts personally coach you through the SWS. Which will finally trick your brain into being able to create killer, persuasive ads and marketing materials…

… whenever you need them.

Is this program for you?

Here’s a simple way to find out: Go here and watch this FREE video. (It’s just me on the video, explaining the details of the Simple Writing System, plus the beginning FREE lessons to you, and it’s not outrageously long. Just the facts.)

This first video (and the couple that follow) is a great “first taste” of what’s in store for you when you follow through. And, these first videos are free. My gift to you — real, honest, simple tactics you can use immediately to create your first killer ad. All on your lonesome, just with a little coaching from me.

Big Bonus: I’ve corralled my closest colleagues into helping out, too… which means you could get personal, interactive feedback from A-List writers like David Garfinkel, Harlan Kilstein, Mike Morgan, Lorrie Morgan-Ferrero, Jim Curley, David Deutsch and others. For FREE. Just by jumping on this opportunity. (A point I can’t make enough: The last time we offered this was a year ago… and before that, several years passed without offering it at all. This is a very RARE opportunity… and it’ll pass quickly.)

Soon — if you join us — you’ll get the full story… how you can go through the ENTIRE program at your own pace, on your own schedule… and have a veteran copywriter watching your back the entire way, with personal advice and coaching. And no one is “too busy” to take this course right now — jettisoning a single TV program you watch each week, for a few weeks, is more than enough “found time” to do everything.

And when you come out the other side of this coaching… you’ll have finally learned how to create, from scratch, all the ads and marketing materials you will ever need. The stuff that sells, and pumps up your bottom line, and brings you massive success on a silver platter.

Are you ready for a ride that can change your life forever?

We’re gunning the engine, holding the door open for you…

… but you gotta take that first step on your own. Start here.

C’mon.

It’s more fun around crazy writers who know how teach you the secrets of excellent salesmanship…

… and it’s time you got started on your exciting new life, isn’t it?

Stay frosty,

John

P.S. I almost forgot…

… you can only watch this video for the next week or so.

This new SWS sessions starts very soon. (No, you do not need to “plan” or “prepare” to get involved — you can really can go through the entire program in your spare time, at your own pace… and still get all the personalized coaching from your teacher you need.)

So you need to get over here now… while we’re still accepting students.

I have no idea if we’ll offer another SWS session ever again. It’s been over a year since the last one — it is VERY hard to corral top writers like this.

So take nothing for granted here. Go watch my video now…

Magic And Reality Walk Into A Bar. Only One Comes Out Alive…

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Friday, 1:46pm
Reno, NV
You want it, you take it… you pay the price.” (Bruuuuuuce Springsteen, “Prove It All Night”)

Howdy…

One afternoon when I was around 9, I found a $2 bill laying in the parking lot of the local plunge (where we’d just spent the day trying to drown ourselves and trick each other into doing belly-flops off the high dive).

I was as ecstatic as Sinbad when he discovered the Cyclops’ treasure cave. The rarity of the bill just added to the sense of forbidden loot and mysterious swag. Bought us a lot of candy back then.

However, it also changed me. I spent years looking under cars in parking lots after that, obsessed with the notion that vast caches of moolah were laying around, waiting to be found. It was magical thinking at its finest. I was half-convinced it might be a way to fund my childhood, just harvesting the cash laying around.

I mean, Santa had already been outed as “not real”. And Zorro, when I met him at a supermarket opening, was shorter than he looked on TV (and smelled like beer). I had these gaping holes in my belief system of “how things worked”, and since no one was offering better ideas, I just picked up on whatever silly notion entered my head and ran with it.

Later, when we realized The Monkees weren’t a real band, and Rock Hudson was gay, and Nixon lied to us, and…

It was HARD keeping a bullshit myth-laden belief system operating. You had to really dig in and ignore facts, and even get burned a lot.

Finally, when I became a freelance copywriter and there was real money on the line (and not just opinions or hurt feelings)… I saw the light.

And it remains one of the Big Revelations I had, early in my career: The role of reality in becoming a world-class salesman.

In order to persuade large groups of people to buy, act now, or even just begin to see your side of things… you have to see the world as it is. 

Not as you wish it was. Not as you believe it should be. Not as you were told it was.

As it is. The stark, cold reality of how things actually work, and how people actually behave.

This is often scary, at first. It requires you to look behind your go-to belief systems (which you may have had since you were a kid)… to challenge authority’s version of what’s going on… and — most important — you must willingly exit the shared delusion among the majority of your fellow humans that what they say they’ll do is more important than what they actually do.

This kind of critical thinking, of looking behind the curtain and not being lulled into false promises, drags you away from the main party… and can seem lonely. Folks will even get hostile at times, because you’re no longer playing along. (I had multiple occasions, before I learned to just let it go, of ending a family argument by pulling out a dictionary or encyclopedia… and later, hoping onto Google. Thus ruining everyone’s mood, because no one enjoys having their bullshit beliefs challenged.)

This sense of becoming alienated from friends and family sometimes keeps copywriters from tossing their myth-based belief systems, and diving deep into the murky waters of reality. They’re afraid it will change them for the worst. Make them azzholes and doubters and unpleasant realists.

But that’s not how it needs to work. Here are a few Starter Rules to help you get going:

Starter Rule #1: Observing how people act, versus what they say they’ll do, just gives you a tool to avoid being bamboozled. In its simplest form, you’ll notice that the folks who are most emphatic in their promises (“I will absolutely be there on time. No excuses…”) are the ones who will chronically let you down.

In the advanced form, your Bullshit Detector will start buzzing whenever a client says “money isn’t a problem”… because, much of the time, that means money is very much a problem. (Resist the urge to automatically assume the opposite of everything anyone says… even when your experience shows you it will often be the case. Don’t get into the habit of making rash decisions, based on what you’ve seen before. But DO put your instincts and experience into the mix.)

Starter Rule #2: And for God’s sake, don’t let this make you cynical. It’s not your job to call folks out on the inconsistency of their actions, versus what they insist is their intention. You can, however, quietly understand that the rare individuals who DO fulfill their promises are the ones you want around you professionally (and probably romantically, too).

Personally, I’ve found that you start to attract professionally-minded colleagues quickly, once your reality-based modus operandi kicks in.

When money, results and the success of a biz venture is on the line, promises count for nothing. The cold hard reality of how the market reacts to your ads is all that matters.. and you must react accordingly.

Starter Rule #3: Keep your ego out of it. At first, you’ll need to monitor your own bad habits of not following up on your promises… and this will change you fundamentally as a person. Don’t announce that you’re suddenly a “new man”. Instead, just start acting as if your word really does mean something.

Early on, I developed my version of a “professional’s code”: You are where you said you’d be, when you said you’d be there, having done what you said you’d do.

This means you meet all deadlines, no matter what (even if it means staying up all night working, missing the big party, disappointing Susie Q, defying the insults and demands of your old pals who hate the idea of you becoming a pro and leaving their slacker butts in the dust). You honor your contracts, even if it’s just something you said (and could, if you weren’t such a pro, weasel out of).

You become “that guy” who can be trusted… not because you say you can be trusted, but because you really can be trusted.

Huge difference that requires behavioral changes at your cellular level. It’s hard to pull off, but you can do it.

Starter Rule #4: When you first start living in reality, there is a danger of becoming cynical and angry. Just move past it — your goal is to become a world-class persuader and provider of actual results.

You may become a quieter person… because all that time you once spent trying to convince someone you were going to do something is no longer required. You simply agree to do it, and then do it. On time. With all the expertise you can muster.

You never, ever need to explain yourself. You become a Dude Of Action. This becomes your reputation over time — not because you’ve announced it, but because this is who you’ve become. You’ve got to be patient, and hold yourself accountable for everything you do.

And yes, I’m serious when I say “everything”. Stop lying, pretending, wishing and cheating. It’s stunningly easy to do, but it requires a commitment.

Starter Rule #5: There is never a need to argue. As a rookie copywriter, I realized (after meeting my twentieth VP of Marketing or CEO or entrepreneur) that incompetence is the RULE, not the exception, in business.

Most bosses — no matter how good-hearted they are, or how smart they are, or even how experienced they are — simply cannot know all there is to know about every part of running a biz. So they’ll insist on using certain (dumb) sales angles, demand that offers be presented in specific (dumb) ways, and — worst of all — have their niece with the degree in English Lit edit your work.

Early in your career, this is not a problem to worry about. Get your money up front, with any other royalties or payments in written form, and just keep moving. Most of your clients will suck, and not follow through, and botch the marketing up. That’s just the way it goes.

As you gain experience, and especially as your reputation allows you to have more of a voice in what goes down, you’ll eventually be in the position of forcing every client to do what you tell them to do. But that doesn’t happen right away.

(For more on these high-end freelance tactics, including details on how to get paid, check out The Freelance Manual, available here.)

When you work through reality, the mysteries of the world play less and less a part of how you proceed. If you don’t know something, you don’t pretend that saying you know it makes it so. You go learn it. Or hire someone who’s proficient at it to do it for you. You research, you comparison shop, you do whatever is necessary to achieve your goal.

You say “I don’t know. I’ll find out,” a lot.

You are relieved from the task of keeping your lies and boasts and pretend-knowledge straight.

And suddenly, you’re spending your time honing your chops, filling in the gaps with actual skills and know-how, and getting shit done.

Most folks prefer the world to remain full of mystery. It’s that childhood thrill of simply deciding that something is so, and then never questioning it again, even as evidence mounts that it’s bullshit. (I never did find another $2 bill on the ground. And I missed a few rainbows along the way, because I was always looking down…)

Reality is unforgiving, and requires you to be responsible, take action, and stop pretending. But it’s really the only way to go. I found that, rather than making me more cynical about people, I actually loved them more. I instantly forgive them their bullshit promises, even while fulfilling all of my own. I also never allow someone to steal time from me, or ruin my day with a failed promise — I give them a reasonable window, and when they’ve failed, I go to Plan B.

You always have a Plan B (and Plan C, and Plan D) when you live in reality. Sometimes you find yourself saying goodbye to unreliable friends and fun-but-sketchy colleagues… and you have to be okay with that. You’re going after long-term and short-term goals, and it takes commitment and sweat to reach them. If your old crowd still believes that success comes from luck (like finding a $2 bill on the ground), you may have to find a new crowd.

There will always be a little mystery in life. You encounter new stuff all the time, in business and in relationships and in everything you do.

But each mystery can be broken down into knowable parts, and figured out, and solved. Every time. Eventually, after you’ve worked with a lot of clients in a lot of markets, you realize you are never stumped by the obstacles that freeze most entrepreneurs up. There is always a reason why sales are down, or returns are up, or something that used to work ain’t working no more.

When the reality of business and life become second-nature to you… you become That Consultant Every Biz Owner Wants To Hire. And the top copywriting experts are all consultants first, solving the mysteries with reality-based solutions. The writing comes later.

Does this make sense to you?

This entire subject is often the main entree at our masterminds, and in every Hot Seat consultation I do.

Living in reality is a much better way to go, every time. And it really can make you a happier, more fun and pleasant person… who just happens to get a lot done.

Love to hear what you think, in the comment section below.

Stay frosty,

John

 

Year-End Roundup Of Good Stuff

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Saturday, 1:10pm
Reno, NV
Ah, but I was so much older then, I’m younger than that now…” (Bob Dylan, “My Back Pages”)

Howdy…

A lot of my social media focus lately has been on Facebook. As much as I distrust and mildly despise The Zuck, I have to hand it to the little sociopath for figuring out a dynamic that allows for real interaction with folks…

… which lasts, on average, around one to three days. Then, even the most viral post disappears down the social media rathole and is gone forever.

So I like to rescue some of the better posts I’ve carved into the FB newsfeed, and stack ’em up here on the blog… where they’ll survive in the archives for as long as this rickety thing exists. (We’re officially at the decade mark, by the way. Ten years of posting monthly… except for January of 2012, where I inadvertently didn’t publish an intended article in time, so the archives have that single hole in them. That’s pretty freakin’ awesome.)

Anyway, no need for context here. If you’d enjoy seeing the comment threads on any of these posts, just hop over to my FB page (where you should already be following me, anyway, what are you thinking?). It’s www.facebook.com/john.carlton.

And, as always, I love to hear what you’re thinking in the comments here (where I often hang out and interact).

By the way… that photo up top is from the big damn AWAI seminar I was a featured speaker at, back in October. Everything about the photo (and yes, that’s Dan Kennedy sitting with us) is explained in the Psych Insights For Modern Marketers podcast I link to below (in one of the posts) (and yes, this is a tease to get you to read this entire thing).

Enjoy the year-end Facebook roundup:

Take This To The Bank, Part 11: Most people’s daily actions (eating, buying, loving, hating, grooming, working, all of it) are based on beliefs… which they regard as “true”.

You better grok this, if you want to communicate with, sell to, or persuade folks in any way.

As irrational and unfounded in reality as these belief systems can be, they become unshakeable foundations for all behavior, thought and decisions.

Rookie copywriters like to bowl readers over with facts and data and science. Yawn. These are humans you’re writing to. Reality is very subjective, and by the time perception gets past the internal obstacle course of flawed senses, emotional distress, and knee-jerk denial… your facts will get ambushed and slaughtered as efficiently as a 30’s-era mob hit.

Real persuasion occurs in the murky soup of people’s ancient, mostly-unconscious belief systems. Timid efforts ain’t gonna cut it.

Bold, and even spectacularly whacky beliefs trump crunchy facts every time.

Just something to keep in mind as you explore persuasion expertise…

A life well-lived will be roiling with stories. Seems pretty obvious.

But it’s the same with a business well-run. And a career with lofty goals. Even a project you’ve thrown yourself into. Or a single day of enthusiastic productivity.

The world spins in the greased grooves of stories. All around you, and deeply intertwined with your very existence, are stories of romance, harrowing adventure, small and large heroic episodes, and the fascinating history of your impact on everything you touch. Yes, you.

Your stories swirl and crash into the stories of your friends, colleagues, lovers, clients, family, enemies and random encounters.

Recognizing these stories, and molding them into snarling tales with a set-up, a point, and a punchline or lesson, can kick you into a higher level of conscious living. The slumbering masses ignore, deny and deflate their stories… and yet, the hunger in all of us for well-told tales is never sated.

There’s no big secret to success. It’s not the moolah or power you accumulate… it’s the wealth of experience, feelings, brain stimulation, and your impact on others generated by living large.

It’s hard to become, and stay conscious. Your stories help you catalog the good stuff, and keep you enmeshed with all the other actors in your life’s movie.

The best marketing is alive with stories, because it’s all just an extension of life well-lived.

Go chew up some scenery. The only real crime in the universe is squandering this unique, scary and wonderful existence you woke up with today…

Continue Reading

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 Continue Reading


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