Howdy.

By the time you read this, I’ll be back home in Reno… a better man for having spent a week in San Francisco.

Even though it was all business, I still get invigorated just from hanging out in that city by the bay.  It’s one of the few things California did right (though they’re working hard at ruining it).  (Bastards.)

And while I was gone, the last blog post went freaking bonkers.  Nearly 200 comment posts (most of them well-thought-out and elegantly delivered, too).  (With the occasional funny disruptor, of course.  It wouldn’t be a good Quiz without a big healthy dose of irreverence.)

So, a big “thanks” once again to Robert Gibson (SWS veteran teacher and all-around good dude) for being ring-leader while I was off.

And congratulations to the winner.  Who we’ll announce here in a second.

First, though, let’s clarify what the answer is.

The question was: What’s the 4th big observation about money that changed my life so dramatically… that an avalanche of good stuff followed (including the phat opportunities to work with Gary Halbert)?

Now, let me remind you that this is MY observation.  This is not a hard-and-fast law of nature, like gravity or death and taxes.  It’s what I discovered, and followed through on, early in my career…

… that changed the way I moved through the world at a cellular level.

There were a ton of good answers in the last post, a smattering of nonsense, and a lot of pure guesswork…

… but, as I said, everyone essentially won just by firing up the cognitive process in your brain.  We don’t spend enough time in critical thinking mode.  Giving those muscles a work-out is ALWAYS a good thing.

The answer was, indeed, scoring what I called “Screw You Money” (in one of the several get-your-act-together chapters in “Kick-Ass Copywriting Secrets of a Marketing Rebel”)…

… which is also known as “Fuck You Money” in harsher circles.

Someone even quoted the exact passage from KACS, which I found startling.  I get ripped off a lot, but being actually quoted like that doesn’t happen very often.  Makes me feel all fluttery and embarrassed.

And, of course, the correct answer was nailed in the first flurry of incoming posts.  And multiple folks got it right throughout the threads.

This gives me hope.

Now, a few things must be explained here for the people unfamiliar with the concept.

First, don’t get sidetracked by the harsh language. The concept comes from savvy veterans in the front-line trenches of business… especially salesmen working on commission and entrepreneur-freelancers working without a net.  These dudes know how to turn a memorable phrase.  (And any opportunity to insert filthy shock-words is a big bonus.)

However, the “screw you” part is NOT about being an asshole, or running around with a tough-guy attitude.

It’s quite the opposite, in fact.

By putting aside enough money to take the pressure off having to score an immediate paycheck…

… you simply become more confident…

… and more CHOOSY about who you work with.

When you’re starving, or absolutely depending on that next payday to make the rent, your options are limited.  You will take a job you might turn down in better circumstances…

… or get involved with someone you might otherwise stay away from.

However, when you have a stash set aside to cover your butt, then your options explode.

And, when appropriate, you can say “Best of luck to ya” to any potential gig that rubs you the wrong way… and happily traipse off to go see what else the universe has in the way of adventure.

Tip: While you may imagine it would be joyful to actually say “Go fuck off” to someone who has insulted you, or who is too slimy to work with…

… the truth is that — once you feel real confidence in your life — you never have to utter those words.

It is MUCH more satisfying to rise above petty insults, and to simply say “No”… and move on with your life.

In fact, this subtle, non-aggressive attitude often carries MORE oomph than you can imagine.  Many of the too-rude-to-live psychopaths you’ll encounter in your career got into the business world because they crave power.

And, for most of the folks they deal with, money equals power.

By having the real confidence of being able to turn down a bad biz gig (because you really don’t need the bastard’s money)…

… you take away ALL of his power.

He won’t believe you’re walking away from a payday, and if you’re lucky you’ll get to see him sputter and clutch his evil heart as he struggles to avoid fainting.  Nobody walks away from money.  It’s an outrage.  It’s… it’s…

… it’s turning the world upside down.

And, as you calmly stroll away (never letting the door hit you in the butt), you have the double-treat of enjoying his impotent rage…

… as well as savoring REAL freedom.

You don’t need his money.  You don’t need the grief of that job.  You are (as much as a human can be) in charge of writing the script of your life’s adventure.

No one else — including the government — will give you a safety net anywhere near as powerful as knowing you’ve earned a stash, which is set aside to watch your back.

There are few “rules” to getting this Screw You Money together:

Rule #1: You gotta earn it first.  Which means, if you’re now living paycheck-to-paycheck, you need to start setting aside 20% of everything you make.  I don’t care how much you’re pulling down… if you spend it all, you’re an idiot.  You’re guaranteeing yourself financial slavery.

Learn to save.

Rule #2: The amount you put in this stash is up to you.  I recommend at least 6 months of your nut as a starter amount — so, if you never earned another penny, this dough would cover all the expenses to continue living as you live now.

(Side note: If forced to tap into your stash, you also know you could back off living high on the hog, and stretch it out longer.)

The amount you need is individual, however.  Lots of folks get nervous about a 6-month cushion, and require a deeper safety net.  That’s fine — figure out what you need to feel confident enough to walk away from a bad but well-paid situation and not freak out.

That’s your Screw You Money.

Rule #3: This is where people get confused.

This stash is NOT a savings account.  It’s not a rainy day fund.  It’s not “mad money”.

It is a REAL TOOL for a serious professional.  When you consider the “ammo” you want in your bag of tricks for a great career, confidence is a nuclear bomb.

You “win” when you never touch your Screw You Money. You want to die, peacefully in a comfy bed (with whatever other details you want involved in your Happy Ending), and be able to whisper the location of your stash to your heir, who will be the first person to access it since you put it together.

Got that?  You can’t think of this stash as “money”.  That will confuse you, and you’ll obsess on it…

… and spend it on some “emergency”.

This isn’t money.  It’s a tool.  It’s the support system for your professional confidence.

Don’t put it into investments.  Don’t put it somewhere you can easily access after a few beers (and the inevitable “great idea” that always seems to occur in a bar, late at night).

Figure out where it needs to go hide, so you half forget about it (but still know where it is).

Then go live your life with gusto, and earn so much and have so much fun that you never have to even consider dipping into your Screw You stash.

Live bold, and confident.

Here’s how this tactic affected me: I worked hard, in the first years of my career, to claw my way into the tight little list of writers working with the largest mailers on the planet (like Rodale, Phillips, Agora, etc).

I was climbing the hierarchy with a bullet, and enjoying the ride…

… but I knew there were other adventures out there, too, in biz.

When Gary Halbert started his newsletter back in the mid-80s, I knew I had to pursue a relationship with the dude.  I weaseled my way into the edges of his biz, and liked what I experienced.

With the large mailers, the money was huge…

… but the markets were limited to health and finance.  I was getting bored.

With Halbert, the money was a roller coaster ride (from zero to vast fortunes)…

… and the client base was totally entrepreneurial.  A never-ending adventure filled with whacky people, novel-worthy story-lines, and always The Unexpected.

It could get scary, but never boring.

So I walked away from a gig with the big mailers that was on track to bring in millions…

… and hitched a ride on a new life in the entrepreneur’s lane, with no guarantee at all where we were headed or what was about to happen.

It was one of the easiest decisions I’ve ever made.

And knowing I had my stash set aside made it a no-brainer.  There was zero fear that I was putting my life-style at risk (even though I was taking a HUGE career risk).

It was excellent use of the kind of confidence that comes from Screw You Money.  And I didn’t have to say “Screw you” to anyone.

I just pursued something that sent surges of excitement, exhilaration, and adventure through my veins.

I have no idea how you, or anyone else, will use this tool.

It may never make a big difference for you.

Still, the bed-rock confidence of having it will influence your decisions, big and small.

Especially since most people will never understand this level of confidence, or have a clue how to attain it.

Make sense?

Good.

The winner is the 4th one to comment (Robert made sure I recognized this).  Eric Transue.

Other posters came real close, but Eric nailed it.

Again, great job to everyone who chimed in.

My over-worked assistant, Diane, will be getting in touch with you, Eric, about delivering your prize.

That was fun, wasn’t it.  We’ll have to do it again soon.  I love giving away prizes, when they’re well-earned.

Hope your summer’s going well.

Stay frosty,

John

Wednesday, 8:40pm
Reno, NV
“Money, money, money, money, money, money…” (Cabaret)

Howdy…

Hope you enjoyed the last post, where I offered up 3 observations about moolah.

For this current post, I promised to reveal the 4th observation…

… which is so powerful, it can instantly change the way you move and get things done in the world.

However…

… I’ve just had a sudden urge to get all Socratic here, and ask readers to do some critical thinking before I reveal that 4th observation.

It’s too easy to just toss the really hot wisdom in your lap… and the retention level when you don’t have to think about it first is abysmally low.  I do you a grave disservice by not using the most powerful teaching methods available when I’m sharing the good stuff…

… and the Socratic method — which ignites critical thinking skills by asking questions (and never, ever just gives anything away) — is a proven way to juice up the ol’ brain cells, while being able to see what other folks come up with from their perspective.

In fact, let’s make it a real Quiz.

The first person to chime into the comments section here with the answer I’m looking for… will get a brand-spankin’ new copy of “Kick-Ass Copywriting Secrets of a Marketing Rebel” (complete with audio CDs) as their prize.

That manual (which absolutely belongs on your shelf, if you don’t have it yet) has been used and praised by most of the Big Dogs now operating online…

… and it’s selling, right now, for $299 at www.marketingrebel.com.

That’s a bargain, considering how much life-altering mojo is contained in that thick (but really freaking fun to read) tome.

So… that’s the prize.

Here’s the quiz:

In the previous post, I described this Big Damn Observation #4 as…

… “a cool little tactic that seriously changed my life almost immediately…

… allowing me to become one of the top freelancers in the game…

… and opening up amazing new opportunities (like mentoring with Gary Halbert) that would have never happened otherwise.”

All of that is true.

But here are some more hints:

Big Obvious Hint #1: You probably never heard of this tactic before… unless you’ve known a professional who took you aside and shared it with you.  (I have written about it several times in this blog… and it’s the FIRST “order of business” I share with any copywriter who comes to me for advice.)

This doesn’t mean you can’t figure it out, however… especially with the rest of these hints.

Big Obvious Hint #2: It involves making money work for you after you’ve earned it… but NOT in the way most people think money is “supposed” to work. (Important hint.)

Stew on this for a bit.  And realize that not everyone has similar attitudes toward money.  And that I’m referring to a secret that is used by the best in the biz (but almost completely off-the-radar of most folks).

Big Obvious Hint #3: The amount of money we’re talking about is not chump-change, either.  However, the precise amount depends on you.

To get to the correct answer (if you want the prize), you’re going to have to think hard about the role money plays in your life right now.  About the power it has over your behavior…

… and especially how it influences your life when you’re flush, and when you’re broke.

These are HUGE hints, folks.

I’m just giving the answer away here.

The vast majority of people go through entire careers never understanding how this simple tactic can transform their lives in a heartbeat.

And this is important, too: Most professionals who learn about this tactic…

… dink around and never implement it.

And suffer.  And never attain the high levels of respect and fame that the Big Dogs wallow in.

ALL “A List” professionals use this secret as the cornerstone of their reputations.  Most never discuss it.  Yet, it’s as critical to their career as breathing.

And… that’s enough hints.

Here are the rules of the quiz: Post your answer in the comments section below.

Everyone is invited to give it a go.  There is no limit on submissions.

The first person to nail it gets the prize.  (I’ll have my long-suffering assistant, Diane, contact you for shipping info and we’ll send it over as soon as we can.)

Heck… I’ll even sign the manual.  (That oughta boost the value of it by another dime or so.)

We’ll let this play out for approximately one week.

I’m on the road (hosting our awesome Mastermind Group in San Francisco, if you must know) starting early tomorrow…

… and when I get back, I’ll post the winner, and a few more of my own thoughts on this crucial (and almost ridiculously-powerful) secret of using money to change your life.

While I’m gone, I’ve asked a close colleague of mine — the esteemed Robert Gibson — to hang out in the comments section as my representative…

… to monitor things, and to maybe drop a few teasing hints as he interacts with everyone.

Robert is a veteran teacher in the Simple Writing System coaching program (and has participated in every session we’ve hosted).  He’s smart.  He’s wicked funny.

And you should feel free to interact with him as much as you like.

These quizzes, when they work, are loads of fun…

… and they can force some serious critical-thinking processes to sizzle in people’s heads.

That’s a very good thing.  Strong critical thinking is one of the casualties of the modern world, as too many people insist on always taking the easy road (regardless of how far away from their goals it takes them)… and never developing the discipline required for turning your brain into an asset.

Consider the hints.  Face up to your own relationship with money…

… and see if you can’t figure out what this potent tactic is.

You “win” just by going through the motions, you know.

However, if you’re first with the right answer, you also win the prize.

Ready?  Go…

Tip for getting the most out of this exercise: Think about your answer BEFORE commenting.  Then post your comment… THEN read the other comments.  That way, your thinking won’t be influenced by what other folks post.

I’ll be back here next week with the winner and the answer.

Stay frosty,

John

P.S. By the way… I’ll be alerting the folks who follow me on Facebook and Twitter right now, and we’ll send out email alerts as soon as we can about this post.

God knows how long it takes email to show up in your in-box… so if you crave early notification for stuff like this, stop screwing around and join me on Facebook (John Carlton) and Twitter (johncarlton007).

Like most of the hip marketers I know, I’m using Facebook more and more, cuz it’s so easy and immediate and satisfying. (Did you see my photos from the Little Feat concert?)

Anyway… good luck with the quiz.

Saturday, 12:17pm
Reno, NV
“So what?” (Miles Davis)

Howdy…

Okay, I know I’m a few hours late delivering the answer to the very excellent Quiz #8.

I had writer’s block.  Just couldn’t think of what to write…

Kidding!  I’m joshing with you.

I apologize for the delay.  Simple matter of being abducted by friends and whisked off to an enjoyable Friday adventure.  I earned it, and knew you’d forgive me for being a tad late with the solution to the Quiz.  (You know it takes me several hours to concoct these posts, right?)

Let’s get down to it, then.

First: I want to thank, and congratulate, everyone who posted for the Quiz.  The threads on this blog are always energizing mini-riots of good critical thinking…

… along with a smattering of cleverness, sheer brilliance, pontificating idiocy, and (always) one or two utterly outraged comments from folks who wandered into the fray by accident.

I love it all.

As many have noted… the comment threads at this blog rival the actual posts for being fascinating reading.

There’s some smokin’-hot wisdom out there, for anyone paying attention.

Second:  Here is the answer to the Quiz question…

“Writer’s block is…

… a self-induced delusional state of undisciplined focus.

It is merely not knowing what to do next.”

Technically, it is a “real” affliction in the same way that — technically — you perhaps once thought that if only the lovely Susie Q would realize you were meant for each other, and tumble into your arms… then life would be perfect forever after.

It’s not true.  But it feels true to the afflicted.

(Susie Q would, of course, have broken your heart within weeks.)

I am decidedly biased on this issue.

And I’m right.

I’ve never had single moment of “writer’s block” in my life.

I have struggled to write well at times, but that’s not the same thing at all.  (And, later in this post,  I’ll give you a couple of tactics to muscle your way past those moments of struggle.)

If you read the entire thread in the Quiz comments section, you may have noticed that a number of fiction writers chimed in.  And they defended “writer’s block” like a warrior might show you battlefield scars.

“It’s real!  You’re not a real writer if you’ve never suffered from it!”

Now, I’ve lived in both worlds.  Long career in non-fiction writing (as a copywriter, and author of business books like “Kick-Ass Copywriting Secrets of a Marketing Rebel”)…

… and an equal period of time writing fiction.  (I’ve penned 3 novels, and have towering stacks of short stories in storage.)  (I’ve also written several hundred songs.)

And this straddling of professions has given me a very nuanced perspective of how people approach writing.

My last foray into fiction writing pretty much crushed my passion for getting a novel published.  Ten years ago, I took a break from the business world and focused on fiction for a while.

I attended a couple of very prestigious week-long fiction workshops (including the one in Lake Tahoe which produced Amy Tan and Kem Nunn — killer authors — and one of the oldest workshops, in Swanee, Tennessee).

Two things happened at every workshop:  First, as soon as folks learned that I was actually making money as a professional ad writer, I got swarmed.

I never met a writer — including the faculty — at any of these workshops who could support themselves with fiction.  (The best gig they could find was getting hired to teach “writing” in academia.)

A few actually wrote best-selling books.  Flurry of attention and fleeting fame, a couple of nice checks in the mail… and then back to starving.

I quickly realized that my fiction-writing was going to remain a sideline hobby, like playing music and cartooning.

Second:  As an already-successful professional writer, I realized I was a complete outsider amongst the throng of wannabe novelists at these workshops.

And it wasn’t just the fact I was rolling in dough as a freelancer.  (And was living off fat royalties while I dabbled in fiction during a year-long vacation.)

Nope.

The main reason I didn’t fit in with the other folks at the workshop…

… was my work ethic.

I was used to meeting deadlines.  I took writing seriously, and I studied the essentials of getting my work done (so I could collect those fees that made clients faint).

This is important: The vast majority of wannabe novelists I met didn’t actually want to write.

They wanted to have already written a great novel… so they could enjoy what they thought was the confidence, respect and romantic life of a published author.

I remain stunned at this attitude.

Writers write.  You earn respect — it isn’t bestowed upon you like an award for being a nice person.

And if there’s any “romance” to writing… it comes either before or after the actual task of sitting at your desk and working.

Don’t get me wrong.  Being a pro writer is the best gig on the planet.

Well, next to being a rock star guitarist, I suppose.

But in both cases… you’re working your ass off.  Yes, there are rewards.  Yes, it’s a blast to carve out a niche among your peers as a wicked-good producer of the real stuff.

And yes, to outsiders it can look like a cushy, easy job.

Get past that illusion.

You build up your chops through experience and discipline.  The professionals code is simple:  “When there’s money on the line, you show up where you’re supposed to be, when you said you’d be there… having done what you said you’d do.”

For a writer, that means you meet your hard deadlines… with the best stuff you’re capable of producing.  (“Soft” deadlines, which do not impact the client’s project, are different animals… as I’ve frequently discussed.  You should always have multiple soft deadlines prior to every hard deadline.  “Hard” means final… as in meeting printing deadlines, launch schedules, and any other deadline where — if it’s missed — disaster looms.)  (This attitude, of never missing hard deadlines, still separates the rookies from the trusted pro’s in business.)

And you meet your critical deadlines every time.

Writer’s block?

Complete bullshit.

It’s just a matter of not having prepared yourself for the task.

Here’s a clue: The very first step in the Simple Writing System is…

… research.

You learn everything you can about the market you’re writing to.   Who the competition is, what they’re doing right and what they’re doing wrong, what’s new, what’s over and done with, where the opportunities are.

The second step: Get into the head of your prospect.  Research the emotional, physiological, spiritual and psychological needs, wants and world-view of the folks you’re going to persuade.

There are 17 steps, total, in the System.  And every last one of them rest on the practical information you get through research.  (Which is easy, and even enjoyable, once you know what you’re doing.)

So, when you’re finally ready to sit down and “write”… you know where you’re going, who you’re going after…

… and what you need to write to accomplish it all.

Somehow, people get the notion (even at fancy, expensive fiction workshops) that inspiration has something to do with writing.

So they sit down at the keyboard, stare at the blank monitor…

… and despair.

This is beyond dumb.  It’s suicidal, if there’s money on the line.

It is exactly like flying to a strange city… agreeing to meet someone at a restaurant downtown… and then hopping in a car to drive there…

… without an address, or a GPS, or a map, or even advice on where you’re going.

You’ll freeze up at the first cross-street.  Do you go left?  Right?  Straight?

You don’t know.  You have no clue where you’re going.

Preparing to write something means you’ll never sit there staring at the blank screen.

Your research is your address, GPS, and map.

The tactics and tips you learn from guys like me are the advice on getting there.

Want some practical, professional advice right now?

Here’s what pro-level writers do:

1. Take lots of notes. Most of the “real” writers I know (those making a living at it) always carry a pen a notebook around with them.

They take long walks, long showers, long naps… letting all that deep research they’ve done settle and gurgle inside their cerebral cortex…

… where, eventually, it will burble up in the form of “a-HA!” hooks, headline ideas, and overall narration strategies.

This is not inspiration.  This is going deep into a subject, so your brain gets deeply involved.

You don’t sit down to write until your fingers are twitching, desperate to hit the keyboard and start the process of getting all these “cooked notes” written out.

And you work yourself into that state by prepping.  It’s active, not reactive.

2. Don’t even try to write “finished copy” right off the bat.

Your first draft should look like a disaster.  Just disgorge everything haphazardly onto the page.  Don’t sweat adjectives, or grammar, or any of the niceties of a finished piece.

Pro writers know that writing is re-writing.

Get it down.  Go back and edit.  Then edit again.  And again.

Inspiration is great, I suppose.  I’ve never experienced it.  Nor have any of the famous writer’s I’ve met and hung out with.

Writing is just translating a story (or a pitch) into words.  You develop the skills of doing this through experience.

3. Don’t start at the beginning.

The classic notion of “writer’s block” is sitting at your desk, staring hopelessly at a blank page.

Here’s another hint: Most writers don’t start on page one.

With sales copy, the headline is seldom the first thing you write.  I usually start out by writing bullets — those nuggets of info and insight that normally don’t appear in an ad until way after page one.

This helps me get hip to the essence of the product I’m writing about.  Often, my headline and opening paragraphs will come from the bullets.

Or I’ll slam out the guarantee first.  Or the close.

Or a few subheads.  It’s okay to ease into the process… as long as you’re actually writing.

A good piece of writing is actually multiple — and very different — sections of thought smoothly connected together…

… in a process.

Not one inspired session of writing, starting with “It was a dark and stormy night…” and moving through each sentence thereafter in a single flow until you triumphantly type out “The End.”

It’s more like a ridiculously-simple jigsaw puzzle.  Imagine one cut into just 17 pieces (instead of the 200 most are).

You know what the final result should look like (more or less), and so each piece you handle has an obvious destination.  You don’t need to start in the upper left corner, and work from there.

You can start anywhere.  You know where you’re going.

(And, yes, you may end up tossing entire chunks, or rewriting so severely that the 3rd edit looks nothing like the 2nd… and, occasionally, you may burn an entire manuscript.  All part of getting to where you need to go.  Don’t panic at ANY stage, as long as you’re moving forward.)

Okay?

Writer’s block is not a lie.  Not even a myth (one of the most common answers given).

It’s bullshit… but it afflicts people nonetheless.

It is simple a matter of not knowing what to do next.

Easily solved… once you start getting good advice, and maybe get some decent coaching.  (To get your hands on the Simple Writing System — obviously a great choice of training — go here: www.simplewritingsystem.com.)

The winners:

This is good.  After all my efforts to spread the wealth (and the prizes) around…

… the FIRST GUY TO POST won.

So, congrats to Henry Bingaman.  Nice, tidy answer that shows he understands the process of writing.

The second winner… the eleventh to post the right answer… is:

Stephan Erdman.  Entry number 62.

Good job, guys.

My overworked assistant, Diane, will be contacting you about sending over the two prizes — the Power Words compendium, and the “11 Quick Marketing Fixes” checklist.

That was fun, no?

Everybody wins, because engaging your brain in critical thinking — especially when you’re challenging your belief systems and superstitions and flawed ideology — is an essential step in becoming a killer writer.

We’ll have to do this again, soon.

I gotta split now.

Stay frosty,

John

Thursday, 10:11pm
Reno, NV
“Ain’t it hard when you discover that he wasn’t really where it’s at… after he took from you everything he could steal?” (Bob Dylan, “Like A Rollin’ Stone”)

Howdy…

This is gonna be good.

And a whole lot tougher than any previous quiz I’ve given.

I’ll explain the prize in just a sec.

First, the set-up for the question:

I find it shocking that so many wanna-be-rich marketers out there still think the question of “short copy vs. long copy” is unsettled online.

I can tell you this: For the top guys — the ones sloughing off the vast majority of the moolah being made by entrepreneurs on the Web — it’s settled.

Whether you’re primarily using video, or email, or websites, or social media…

… the Main Big Damn Rule for getting people to part with their hard-earned money in trade for what you offer hasn’t changed since the first caveman traded up to a new cave with a view for a slab of mastodon meat:

The more you tell…

… the more you sell.

Hey — I love a good argument.  Don’t get me wrong.

And I’m always open to hearing someone out on this subject.

I realize that — for many people unsullied by actual experience in the biz world — it’s just plain tempting to believe that the rules of the universe have suddenly changed.

And you no longer have to be so… vulgar… to make a sale anymore.

Because, you know… the Web has changed everything.  Social networking has somehow mysteriously short-circuited the old skepticism, doubt, and fear of getting “taken” that has marred the smooth exchange of money in the past.

Now, hey, we’re all buddies on Twitter and Facebook!

Mi casa es su casa.

How much do you need?  Here, take my wallet…

Naw.

For anyone paying attention to what the entrepreneurs actually making money online are doing…

… there is zero doubt that classic salesmanship still is in operation.

The “long copy” may be broken up into half-a-dozen emails, or several shorter videos, or multiple blog posts, or webinars…

… but it’s still long copy.  You start at the beginning of a classic pitch.  You explain who you are, why you’re credible, why other people endorse you, what you’ve got, why it’s such a big thing, why you need to jump on this opportunity now…

… and exactly what you need to do next to pay me for it.

That final part — the “close” — is one of the most complex human-to-human transactions there is.  It’s simple when you get clued-in and learn the step-by-step process…

… but until you get hip, it’s just damned difficult to convince someone to give you money for what you offer.

If you can find a way to get through this process of persuasion with a few clever bon mots, avoiding any mention of actually (horrors) asking for money… then congratulations.

You’ve just entered a parallel universe.  Where webinars last two minutes, no email is longer than five words, and entire launch processes involve just saying “hi” and waiting for the money to pour in.

Okay, I’m being a dick here.  Nobody’s seriously suggesting two minute videos can do entire sales jobs.  (Are they?)

But this is a point that often deserves a bit of ridicule.

No matter how many times people who know discuss WHY long copy is still king… it never seems to sink in for the majority of newbies out there.

Which brings me to an interesting insight.  It may explain things — finally — in a simple way that makes it too obvious to ignore anymore.

Here’s that insight: There is a very important psychological reason for using long copy that hardly anyone ever discusses.

It’s a glitch in the way almost everyone’s brain works.

And it’s especially prevalent among folks who have become Zombified in their daily lives… lost in a trance caused by too much incoming stimuli from the modern world.

This Psychological Glitch is something that permeates nearly everything that people do…

… and it’s the main reason the world continues to operate pretty much on a permanent Self-Destruct “Who The Fuck Is In Charge” Mode.

This Psychological Glitch affects most of the decisions people make each and every day, all day long…

… on both mundane topics and issues that will decide the rest of their lives.

You see it in effect in the halls of Congress.

You see it in the pages of every newspaper and magazine on earth.

You hear it in every bar, and at every family gathering.

And — most of all — you encounter it every time you try to complete a simple capitalistic exercise in selling stuff.

So here is today’s Quiz Question:

“What is this Psychological Glitch in people’s thinking process that has made long copy so vital for the sales process?”

Yeah, I know it’s not obvious.

I want folks to think a little about this.  Real critical thinking, based on experience and observation and deduction.

When I reveal the answer, I’m pretty sure two things will happen:

1. You’ll slap the side of your head and say “Of course!”

2. And, you will wonder why this fact of life hasn’t been more prominent in discussions about marketing.  (Not to mention international politics, sports, the making of movies, and why your dumb-ass brother-in-law is always so adamant about his opinions at family dinners.)

So give it your best shot in the comments section.

Come on.  It’ll be fun to exercise your brain a little bit.

I know it’s not multiple choice.  Just roll with it.

The first dead-on answer gets a prize!

Now, because this question is so centered on copy, let’s make the prize relevant.

So: I’m giving away a nice, fresh copy of the legendary Freelance Course.

It’s everything I know (from 25 years at the top of the game) about making the Big Bucks as a respected, feared, and sought-after freelance copywriter.

Yes… it’s that same course that has been off the market for years at a time… because it was generating too much hot competition for working freelance copywriters out there.

This course has sold for up to $5,000 (back when I included personal coaching).  And never less than several hundred bucks (when available at all).

Every single writer in my “Stable O’ Copywriters” (the new semi-secret service we’ve created offering biz owners the immediate services of “Carlton Recommended And Supported Copywriters”) has devoured this course.

For anyone who’s ever considered the adventure, huge money, and total independence that a scorching career in freelance copywriting offers…

… this is the Holy Grail.

And I’m giving away a free copy to the first “best answer” to this puzzling question I’ve just posed.

This quiz will run all weekend long.

I’ll give a hint on Saturday if folks are having too much trouble thinking this through.

On Monday, I’ll reveal the intriguing (and rarely discussed) answer on this Psychological Glitch in folks that makes longer copy so damned important.

Don’t be shy.

The last quiz started a mini-riot (despite the correct answer coming in via the third poster).  Nearly 250 responses.

That was fun.  A nice online brawl.

Now, this question may throw many folks (and dampen responses).  I think you should still give it a shot, anyway.  (You have just as good a chance of accidentally scoring here as anyone else.)

Remember: This glitch is rarely included in discussions about short copy vs. long copy.  Or in talks about how to use social media.

It’s psychological.  That means it’s connected to how regular people think.

So consider how you, and the people around you, ponder stuff like “Should I buy that?”

Okay.  Here’s a hint: Check out www.snopes.com, and see if any of the urban myths revealed to be wrong on that site… were ever part of your belief system.

If so — and nearly everyone answers “yes” to that question at first, by the way — ask yourself why you ever thought such an obvious myth was ever true.

Okay, I’m giving away too much now.

Let the quiz begin.

Silence, please.

Brains, begin cogitating.

Stay frosty,

John

P.S. Watch this “P.S.” space for the hint on Saturday… if no one has given the right answer by then.

Monday, I’ll reveal all.

UPDATE & HINT: Okay, it’s Saturday.

And I’ve gotta tell you — there are two (but just two) posts in the attached hulking pile of comments that are close enough to be declared winners.

And no, I’m not gonna reveal which ones they are until Monday.

This is truly evil fun.  I’ve got several high-end copywriters privately emailing me with their answers (because they don’t wanna risk being wrong in public).

And they’re close enough to be pissed off about not nailing it exactly… and  far enough away to not be able to sleep.

Look — I told you this wasn’t gonna be an easy quiz.  I hope you appreciate the opportunity to think hard about communicating with prospects at this deep psychological level.  You win just by trying.

I’m still gonna give another hint for those still playing.

Here’s that hint: Look at the photo up at the top of this post.

It’s a lighthouse in Australia.

Now, ask yourself: What do you know about lighthouses?

Imagine you’re in a conversation with a group of people, and the topic of lighthouses comes up.  Your brain whirls around and clicks on the file “What I know about lighthouses”.

You mentally open that file, and… what happens?

How does your participation in the conversation proceed?

Consider how you — not some hypothetical person — would engage in this conversation about lighthouses.  What are you doing, using that thin mental file on the subject?

Okay, I’m really giving it away now.

Remember: This is a GLITCH in the way we think.  It’s not necessarily a rational response, nor a logical next step.

(Some folks consciously smother this glitch, but it can take years of practice.  It’s the default position for most people.)

I’ll publish the specific answer on Monday.  Understanding this one piece of street-level psychology will help you more with your next attempt to sell something… than all the reading you could do online right now about copywriting.

See you Monday, then…

Saturday, 8:42pm
Reno, NV
“Look Dave, I can see you’re really upset about this. I honestly think you ought to sit down calmly, take a stress pill, and think things over.“ (HAL to astronaut Dave in “2001″)

Howdy…

Okay, let’s do a quickie quiz, what d’ya say?

It’s Saturday evening, after all… and I just got my ass whupped by Michele at Scrabble (her first win, ever, in 10 years of trying) (and I don’t expect to ever hear the last of it anytime soon).

(What’s the time limit on doing the “Ass Whup” dance, mocking your partner, anyway?)

So, to keep my mind off the misery of such a wrenching loss (she accidentally used all 7 letters in her third turn, and that bonus 50 points is what beat me), I’m hiding in my office.

I’ve got maybe 10 minutes before I have to come out and face more taunting and jublilation.

Thus, a quick blog post.  (“Get out of here!  I gotta work…”)

I’m giving a prize away, of course.

Let’s se… how about a fresh copy of “Kick-Ass Copywriting Secrets of a Marketing Rebel” to the first right answer.

I’ve got a nice new one burning a hole on the shelf across from my desk.  It’s got your name on it, Mr/Ms Winner.  I’ll sign it, and have Diane ship it out asap.

Sound good?

Okay.  Here’s the quiz:

The most common question I get from entrepreneurs who are stuck on some part of their marketing…

… is “what do I do next?”

Let’s break it down a bit first:  In the general flow of things, online, you generate leads either from pay-per-click or some mutual affiliate-back-scratching or cool social media blitzing…

… and then you bring those hot, nubile leads to the gateway of your world (which is usually a name-capture page, if you’re looking to build your list)…

… and you proceed to entice them with your evil skills of grabbing attention, and luring them hither…

… into whatever manner you choose to begin your sales process.

The basic structure of this “Hey, c’mere, I wanna show you something” approach hasn’t changed since Web marketing began in earnest.

It’s the part after the basics that get people all hung up and bothered.

Your options within this basic structure, it turns out, are numerous.  Couple of examples:  Straight-on sales page, free offer to dig deeper into your pile of wonder, trial membership…

… you have some choices to make to encourage further engagement with what you offer.

Still, it ain’t rocket science, folks.

If you have a product that your average warm-to-hot prospect should or does want…

… then your main job is to make the process of discovering who you are and what you offer…

… as easy and comfortable as possible.

Yes, there are a few proven steps to go through to ensure the highest possible probability of success (see: Simple Writing System)…

… but the main thing is this: There is no mystery to the “menu” of steps you need to take.

There are choices, sure.

And you gotta make some decisions.

For experienced marketers, this decision-making process is easy, however.

For rookies and entrepreneurs struggling with moving into the Big Leagues… not so much.

So here’s the Big Damn Question for today’s quiz:

What is your first – and only logical, reasonable, righteous and suggested — step to take when presented with a choice of what to do next?

When you’re looking at your pay-per-click campaign, wondering which path to take in cutting up bait for your target market… what do you do?

When you’re crafting a hook for your name-squeeze page, trying to corral as many visitors as possible and build your list to ungodly size… what do you do?

When you’re greasing up your “sales slide” on your main site, looking to bring in the maximum amount of moolah possible with a fast, direct sale… what do you do?

Well?

This is “one answer fits all”.

It is, in fact, a single word.  (Oh, I’m giving it away, aren’t I…)

This is, essentially, the most common question I run into… whether I’m doing bonus “question and answer” teleseminars with new subscribers, or cashing those huge consulting checks that folks pay me for a private hour.

And I sound like a freakin’ broken record answering it.

What do you do?

There IS a single, fabulous answer.

Do you know what it is?

Be the first to nail it in the comments section, and you win that signed copy of “Kick-Ass Copywriting Secrets”.

Okay… go.

Answer (and winner announced) first thing Monday.

Good luck.

Stay frosty,

John