Category Archives: Marketing

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…

Can I bitch about something here? That’s a good use of social media, isn’t it, bitching about stuff?

I have a little insight to how people behave, after a lifetime studying you. (Yes, you.) We’re whacky, no doubt about it.

But let me get this straight: You’re in a vehicle weighing, what, nearly two tons. Driving, usually too fucking fast for conditions, amongst many other vehicles weighing just as much, or more. Like metal beasts lumbering about the Pleistocene savannah, only with tinier brains.

Folks, do you really think running red lights is a good idea? Cig in one hand, phone in the other, steering with your pinkies and blowing lights at 15 over the speed limit…

… this makes sense to you? You’re invulnerable, against all the other metal behemoths crowding the road, with gnarly grills just itching to chew through your side door?

I’m degrading my opinion of humans again. Down to maybe 4.5 on the devolution point scale.

Ya friggin’ idiots. (Not you. Those other friggin’ idiots…)

Okay, I know you’re still stuck for a great gift idea for that special entrepreneur in your life (who could, of course, be you).

Not easy to please, entrepreneurs. They can be kinda grumpy about the tools they use to jack up the mojo in their projects.

So here’s another suggestion: The game-changing “Kick Ass Copywriting Secrets of a Marketing Rebel” course (which remains one the essential dog-eared most-used manuals in many Top Dog’s offices) is a nice little transformation bomb you can plant on anyone in biz and get a big kiss in return.

Plus, you know, you’ll be helping to change their life trajectory, just as this little course has helped thousands of other entrepreneurs, small biz owners and freelancers.

It’s the original “how to” manual that launched (or rescued) a gazillion online and offline biz ventures, and turned many cockeyed wild ideas into moolah-belching juggernauts for a generation of entrepreneurs. More than simply still “relevant”, it’s never lost being spot-on, timeless advice, with specific tactics that have never stopped working in marketing.

Nice little freebie comes with the course, too — the shockingly useful “Power Words” report that can kick your writing up several levels immediately.

Just in case you’re stuck for gift ideas. Get your copy here.

Trying to help out here…

Memo to writers everywhere: A strange confluence of coincidences has created an interesting story here, regarding writers who give a flying shit about truth, the integrity of research and investigation, and living in the deep end of life’s pool (rather than barely getting wet in the shallows).

The fictional series “Newsroom” on HBO is currently in the middle of a plot line (which obviously was recorded many moons ago) that is being mimicked in REAL LIFE by the turmoil over at the New Republic… and it concerns a sub-plot that may (in REAL LIFE) affect your career.

Ignore the political stuff, if it bothers you. I follow news sources from every whacky end of the American political spectrum (so I know what even the scariest amongst you are obsessing on)… just grow up and get past it.

The sub-plot I’m referring to is nouveau riche young guns exerting some righteous Brave New World wrath on “old journalism” sources… by buying the joints, and destroying them.

In their eyes, it’s “disruption = great new stuff happening” — the ethos that made Silicon Valley rich and powerful.

In reality, it’s “click-bait = chaos and weak-ass journalism”, the nightmare of putting naive people with little real world experience in charge of informing the rest of us.

I’ve seen this happen with multiple online resources I used to trust. Almost overnight, they’ve gone from worthy sources of well-thought-out and well-written stories (that follow basic journalistic ethics of research and backing up angles)…

… to puff pieces on celebs, viral bullshit, and trending word clusters that get clicks. Oh, which are also poorly written, with no conscious editing, mired in first-person “this is how I feel” stories with no point. Just get Kim Kardasian into the headline.

This is NOT new in journalism, folks. Good, ethical news publications have always been outsold by tabloids… rumors and envy-laced rage has always trumped solid reporting… and shallow curiosity beats deep thought every time.

Every writer — including copywriters, script writers, speech writers, article writers, all of us — has to make a choice at some point. Are you gonna go for the easy bucks, and let ethics slide…

… or are you going to challenge yourself, take risky chances to get to a deeper level, and become a REAL writer?

You may earn less, you know. You will walk away from lucrative gigs, refuse to take the big checks from unethical clients, and lose jobs by insisting on doing what’s right (rather than what’s easy, and possibly more profitable).

It’s not one huge initial choice, either. It’s an ongoing series of choices in life, that constantly dog you. No job is safe from invasion by barbarians. No niche is a paradise of truth and ethics, once competition arrives.

The fiction of “Newsroom” can rattle you (and, yes, occasionally irritate you, too).

The reality of what just happened to a century-old magazine (New Republic) IS rattling, and IS irritating.

Young people — even stupid-wealthy ones — are not the problem. This isn’t a generational issue.

It’s about allowing naivete and untested-in-the-real-world personal feelings of omnipotence trump solid (and often non-profitable) deeper thought.

The future of a click-bait-driven media is not pretty. It’s 1984-level social thuggery in action, lulling the masses to sleep while The Man reclaims his throne.

You think we’re immune from gulags and crushing behavioral control?

Us writers will be among the first to be imprisoned and hung up on the wall, Handmaid-Tale-style, when the shit hits the fan (and few will notice, because the story may not go viral or get clicks).

The red flags are flying, folks.

Choose carefully.

Brand-spanking new podcast now posted… for free, y’all… at the usual site. Psych Insights for Modern Marketers (or pi4mm dot com) (notice how I disguised the domain name, so Zuck wouldn’t spot it and bury this post?).

All about the fastest way to sneak into the “inside” of the high-flying copywriter world (with specifics on using to get on the inside of ANY target situation, market, business, or glee club).

Road dogs have more fun that you do, and automatically get hauled behind the curtain and into the secret world of the movers/shakers. Extremely overlooked gig, and very few folks have a clue what it is, how to do it, and why you SHOULD do it.

Top “A List” copywriters who’ve written multiple gazillion-dollar campaigns have road-dogged for me. Even after they’ve become famous and rich. Why?

Feast your ears on the podcast here: www.pi4mm.com

Reality Check #57: You wanna be a “real” writer?

Then write. Writers write. And rewrite, and study language and persuasion and communication, and rewrite some more putting the new skills to work immediately (constantly jettisoning the bad tactics and exercising the good ones).

Have this tattooed on your amygdala: Writers write.

This requires hours every day of solitary work. Extroverts can do the gig, but it’s easier for introverts (who are often awkward in jobs that require social skills). Both types can thrive, but only by sitting down and focusing.

Write. Write, write, write. Keep journals, exchange emails with other writers, always have a book cooking, read good writers and study their technique, and write well every time you craft a sentence. Make your To Do Lists sizzle with good verb choices. Pen emails that others actually print out and keep. Keep notepads nearby at all times, and wear your ink-stained shirts with pride. And rewrite everything before you let it out into the world. Edit, sculpt, and fortify everything you write.

The scribe guild was one of the first to manifest after civilization formed. Your writing skills can change the world… or bore folks to tears.

Real writers write. If it’s painful to write, you’re probably not suited to the gig.

Just sayin’…

Ancient “uncle” advice you’re welcome to ignore: You never really know someone, until you’ve seen how they react to being cold, wet, tired, hungry and lost.

It’s possible to spend a lifetime around someone, and never see under the masks. That’s certainly what many folks aspire to, never being exposed. Even Brave New World types who claim to embrace lives with no privacy or secrets are hiding shit from their friends and loved ones.

Most people never even truly understand themselves. Too scary. So the delusions pile up.

I feel lucky to have gone through Boy Scouts as a kid. I hated the quasi-militaristic culture, the mindless conformity, the way they frowned on mumbly-peg knife games and blowing shit up.

But, I’ll be darned, it sure gave me the opportunity to see how I dealt with being cold, wet, tired, hungry… and lost. In the woods. With other Scouts, who were NOT handling it well…

The best lessons in life come from disasters. Anyone who grows up having it too easy is pretty much guaranteed to be an unconscious azzhole as an adult, without empathy or clues on living well and playing well with others.

What do you think? Bad advice?

Department of Jealousy, Envy and Schadenfreude: One of the best coping tactics I picked up early in my career… when I was constantly having to face down new clients who were richer, better looking, more self-assured and louder than me… was the “what’s the REAL story” angle.

Here’s how it goes: When you first deal with biz folks, you’ll encounter a lot of ego and confusing status wrangling… because to survive in many biz environments, you’re either a Big Dog or you’re the poop bag dispenser. So folks scramble, lie, cheat and steal their way to positions of confidence and power.

And as you gain experience, you learn quickly that nearly all of it is a total sham. In fact, the “real story” behind the bluster, facade, masks and attitude is often the complete opposite of what’s presented. Cut any financial claim you hear in half, right off the bat. Figure that most boasting about happiness is flimsy denial. And particularly assume that anytime anyone says “money is not a problem”, that money is VERY MUCH a problem.

Freelance copywriters are privy to the real story behind the biz, the product, and everyone in the office. When you do the job correctly, you never turn off your “detective” chops (cuz hooks hide).

And very quickly, you will discover what a rickety artifice most of society and the culture is. Be happy it works, but do not be intimidated by anyone, ever.

Chances are, once you know the back-story, you wouldn’t want to spend five minutes inside their skin… no matter how awesome they present their lives to the general public.

Learn to be happy in your own skin, and you can rule the world.

Sorry, it’s the best advice I can give you: Early in your career, get your butt kicked (virtually, please) as often as possible, in every area that defines your gig. Learn your lesson, fix whatever’s missing or weak in your skill set, and get back in the game ready to do measurably better.

That’s it. Those who never fail are playing it too safe (or are just lying mofo’s protecting a sordid past). The key isn’t failing, however — it’s the lesson-learning thing.

Heck, it’s easy to fail, marinate in humiliation and believe you’re cursed, or unlucky, or being punished by the universe.

Much, much harder to buckle down and go deep into what happened, using critical thinking and goal-achievement tactics to figure it out… and do it so well that you’re actually itching for another at-bat in the same situation, so you can put your new info, skills and attitude to the test again.

Pro’s don’t waste time feeling sorry for themselves, or keeping score of wins and losses. They work at getting better, all the time, and they aren’t terrified of mysteries or difficult problems. Every major step up in their career started out as a mystery or difficult problems. It’s what pro’s eat for breakfast.

Few people want to hear this kind of advice, of course. Much easier to believe there’s some “secret” to succeeding that requires little work, and rescues you from ever feeling bad or being blamed. It’s gotta be out there, It says so on the teevee machine…

Pro’s grind. Wannabe’s whine.

I’ve had around 5 mid-life crises, starting back when I hit thirty.

I enjoyed the hell out of each one (though sometimes reluctantly, since each one arrived as a “crisis” and I was deep in change and turmoil, sometimes for years).

So I’m a bit of an expert. And I discovered there are two kinds of mid-life crisis:

1. You realize you’re not happy with what you have, and you need to try something else (though you’re not quite sure what)…

2. Or, you realize you haven’t achieved what you wanted to achieve. And you need to get on your horse.

Both involve an “uh oh” reaction deep inside, one so profound it’s like an 7.5 earthquake in your system… providing a panicked sense of motivation and energy.

Which can either go well, or badly for you.

Abrupt change, not planned out very well and relying on untested gut feelings and vague notions of what might “make you happy” is a recipe for disaster.

On the other hand, an urgent period of planning, including having escape routes and Plan B alternatives… along with self-knowing goal-setting that is attainable and reasonably realistic…

… can transform your life. And limit the collateral damage in the people and things around you.

Too many folks just ignore that rumble deep inside (of wanting “something else”) until it explodes… and then they become the bull in a china shop, trying to change without direction or plan or help.

That’s fucked up. Living a full life means constantly asking yourself the hard questions, exploring the things your heart desires, test-driving the possibilities, and critically examining your experiences and lessons learned. So you get to know yourself better.

It’s only a real “crisis” if you turn it into one. The better way to look at it is as another fork in your life’s path, an expected and welcome sign that you’re changing from who you were yesterday into who you’ll be tomorrow…

… and this change sometimes has profound implications for your life, and the life of those around you.

Don’t be the bull. Start examining yourself, and your life and goals, and come to terms with where you’re at on your ticket, what’s left for the ride, and how you want to embrace this new, slightly shorter, and age-modified person you’re becoming.

You really can enjoy the whole process, and keep everyone and everything you love intact (and even happy) while still getting after what you really want.

Just sayin’. I didn’t get to be a happy grizzled veteran of life the easy way, you know, and sometimes I’ve got good advice to share…

Best Advice Ever #33: Do you understand the difference between “shame” and “remorse”? Most do not. And suffer for it.

The “voice” of shame is: “I’m a bad person.”

The voice of remorse is: “I’m a good person who screwed up. I will fix what I broke, clean up my mess, make amends if possible… and not just vow to do better, but actually take steps to learn HOW to do better next time.”

Much easier to just feel ashamed, and believe the guilt you agonize over is enough punishment to even things out. Don’t change, refuse to do the hard work of growing the fuck up, and just continue on your current path of sleep-walking.

You’ll always have plenty of company by choosing shame and never doing anything proactive to learn new behaviors or new skills. You may even enjoy snoozing through life.

But then, you just may like the new company better as you wake up and grow…

In the midst of all this wonderful holiday hubbub and chaos, take some time to just relax and gather your thoughts. Quiet room, Rhino’s “DooWop Xmas” collection on the box, another glass of eggnog (okay, you’ve had enough already, but hey, it’s the holidays) (you’ll work off the extra ounces later, no worries) (okay, the pounds, you’ll work off the pounds later, just get off my case and let me enjoy this)…

… maybe a good book. One that makes you laugh, gives you some good tips on changing your life for the better (starting right after the New Year, of course), perhaps a little advice on piling up some big bucks, too.

Here’s my list of recommended books that fit the bill nicely:

1. “The Entrepreneur’s Guide To Getting Your Shit Together.”

2.

Okay, there is no number 2. Just get the “Entrepreneur’s Guide” here, and treat yourself to a transformation in thought, deed and good humor. Starting right now.

Mmm, that eggnog needs a bit more rum, don’t you think?

And that’s it for the year-end roundup.
Hope you have a great holiday, don’t get thrown in the clink on New Year’s Eve (“Amateur Drunk Night”, as we call it), and let’s reconnoiter here again early in January to start kickin’ some serious business butt, and start making all your dreams come true.
Stay frosty,
John
P.S. The end of 2014 also brought the passing of an early mentor, and he’s worth memorializing here again. This is what I posted a few weeks ago:

One of my first writing mentors, Jim Rutz (who was also arguably the co-inventor of the magalog, which now dominates large-scale direct mail campaigns), has passed away. It’s a sad day.

I ghost-wrote direct mail packages for Jim over the course of an entire year, after being paired with him by my much-missed agent John Finn, the first of several mentoring arrangements I was lucky to toil through. Jim was a brutal taskmaster, an over-the-top great teacher, and one of the most skilled “pure” writers I’ve ever met. Also one of the most eccentric, and while he and I existed in completely different worlds, his advice for me to let my freak flag fly (not his words, of course) helped me create my own global reputation. (I mentioned him, in fact, while passing on this advice during my speech at AWAI in October.)

I worked harder writing for Jim than I ever had, before or after that ghost-writing period. It was the best way to grow quickly as a pro, much like the classic Karate Kid’s instruction. He later mentored other A-List writers (like David Deutsch), and remained one of the top two or three “first choice” writers of the largest mail houses in the world his entire career.

Goodbye, Jim. And thanks, again.

 

The Grizzled Pro Speaks

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Friday, 2:29pm
Reno, NV
Ch-ch-changes, oh look out, you rock and rollers…” (David Bowie, “Changes”)

Howdy.

All last week, on Facebook, I opened myself up to the mob…

… and promised to answer the best 5 questions posed in an experimental “Bug The Grizzled Pro” post. I just wanted to see what was bothering folks, holding them up, disrupting sleep and profits and happiness.

I was pretty damned impressed with the level of questions that poured in, too. Finding 5 good ones was easy. Answering them required my full focus… and the stuff is good.

So, just to make sure this advanced Q&A isn’t lost in the mire of Facebook (where stuff fades away forever), I’ve posted the entire exchange here. (If you want to see the comments, you’ll have to go to my Facebook page and root around in the posts for the week of November 9-14. And while you’re there, thrilling to the banter, trolling, and fevered debate, sign up to follow me, why don’tcha?)

Here’s the relevant posts. Enjoy:

Post #1:

Bug The Grizzled Pro: Anything you’d like to ask me about, or see me rant about here or on the blog?

I’ll never run out of my own ideas (you oughta see the cluster-mess of untapped stories, advice, epiphanies and general bullshit roiling around in my head)…

… (just be happy you aren’t experiencing this kind of internal chaos yourself)…

… but I’m always happy to see what folks are curious about.

I mean, really — how often do you get a chance to strafe the deck of a veteran, seen-it-all professional like this?

Give it a shot. The worst that can happen is public humiliation, or accidental enlightenment that forces you to change your life (or something in-between).

Don’t be a coward. Ask.

I’ll answer the first… um… five good questions during the week. But they gotta be good…

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 wasContinue Reading

Buzz And Awe, Redux

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

Howdy…

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

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

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

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

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

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

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

everything that pumps eager prospects into your Sales Funnel.

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

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

… and never figure out how to SELL anything.

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

Department Of First-World Problems

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

Howdy…

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

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

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

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

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

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

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

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

Howdy.

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

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

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

For example:

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

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

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

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

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

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

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

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

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

How To Hire A Copywriter.

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

Howdy…

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

Cuz it’s a jungle out there.

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

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

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

Step One: Deconstruct and list what you want done.

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

Or what?

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

This is a critical step.

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

3 Old School Rules That Can Ruin Your Plans To Remain Poor And Miserable.

Scan 112270017

Monday, 3:33pm
Rancho Cucamonga, CA
One way or another, I’ll gitcha, I’ll gitcha, I’ll gitcha gitcha gitcha…” (Blondie)

Howdy.

Okay, quick post today… aimed at ruining your life by prying open the profit floodgates with a few simple rules even grizzled old veterans seldom learn.

We’ll discuss later how to deal with all the extra moolah (so you can salvage an excellent life once the realities of being richer sink in).

(Tee hee.)

First, let’s make sure you understand these 3 basic (and mostly ignored or botched) rules from our Operation MoneySuck manual.

Ready? Okay, release the life-changing stuff:

Op$uck Rule #1: Get an assistant.

Hey, I totally understand the “go it alone” mindset of the average entrepreneur. I was a one-man-band for the first 5 years of my career — if you got a letter or phone call from my office (in my collapsing beach house in Hermosa), it was from me.

However, once I decided to start teaching and offering courses and coaching, I took to heart the Prime Operation MoneySuck Directive: “If you’re the dude responsible for bringing in the big bucks, then that’s your #1 job. And your #2 job, and #3 job, etc. Hire out or delegate everything else.

I brought on a part-time assistant for 10 hours a week, who worked out of her house (so we communicated mostly by email, phone and only occasional visits). She was smart, had biz experience, and was thrilled to have a part-time gig with totally flexible hours, with a generous and savvy boss (me) so she could work from home and raise her kid.

When I realized those 10 hours were INSTANTLY gobbled up by random stuff like scheduling consultations, dealing with refunds and printers and non-essential client requests…

… it became obvious that I’d been STEALING 10 hours of energy/time/thinking/effort from my biz. Which I could have been force-feeding back into the money-making part of that same biz.

Total WTF moment.Continue Reading

The Rest Of Your Freakin’ Life (again)

Special Note If You’ve Just Come Here From My Facebook Rant On Winning Arguments: If you’re looking for a fast, thoroughly fun way to quickly learn high-end salesmanship skills… for a screaming bargain, no less… grab a copy of my must-read book “Kick-Ass Copywriting Secrets of a Marketing Rebel” here.

Okay, on to the current blog post:

Saturday, 1:30pm
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.

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…Continue Reading

K.I.S.S.

Sunday, 3:09pm
Reno, NV
“The shortest distance between two points is a straight line, unless you’ve got a black hole handy.”

Howdy.

Nice, short post here today. In keeping with the theme “KISS.”

Veteran entrepreneurs recognize this, of course, as an acronym of “Keep It Simple, Stupid“… easily some of the best biz advice I ever received in my long career. I carefully printed this slogan out, by hand, on a big notecard and had it taped above my desk for years (though, my sign was even more direct and vicious: Keep It Simple, Shithead. I wanted to get my own attention.)

I made good use of slogans during the early days. “Business before pleasure” was also huge for me, since I’d squandered my youth as a party-hardy slacker… and simply re-directing my energy first to biz (and having evil fun afterward, if I still had any juice left) instantly changed my entire existence. I made a vow to myself — my first real vow that I took deadly seriously — to follow that self-administered advice without hesitation or complaint… and to never apologize for basing my career on a hackneyed phrase that few people ever thought twice about. And that’s when things started popping for me, success-wise.

That was a key realization: All those dog-eared rickety slogans, as mocked as they are, have earned their way into the culture…

… because they Continue Reading


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

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

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

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

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