Tag Archives: critical thinking

The Entrepreneur’s Checklist

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

Howdy…

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

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

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

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

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

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

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

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

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

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

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

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

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

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

I am so grateful for it, too.

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

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

… but it can help sometimes.

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

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

… well, you know which one I’d pick.

I was Halbert’s sidekick for a very long time, and one of the most enjoyable parts of the gig was wandering into a new client’s offices and creating massive chaos. In a rational world, none of the buttoned-up biz owners we dealt with would have tolerated us for more than a few minutes…

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

… the details of fulfillment and customer management…

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

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

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

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

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

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

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

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

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

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

Most entrepreneurs hate budgets and planning.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

However, there is ONE reality I never ignore.

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

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

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

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

Find out what works for you.

I hope this list is a good starting point.

Stay frosty,

John

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

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

Staying Out Of “The Lonely Hearts” Club

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

Howdy…

I thought you’d want to see this.

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

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

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

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

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

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

Here’s the post:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Congratulations… Now, Stop Being A Wuss.

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

Howdy…

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

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

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

Ahem.

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

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

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

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

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

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

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

Naw.

While today’s graduates are facing similar grim economic times, there’s been a significant change in the concept behind a college education. Somehow, over the years, a bizarre mantra has taken hold in kids minds:

“Get a degree, and it’s a ticket to the Good Life.”

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

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

You know what I say?

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

Put aside the advancement opportunities offered to spawn of the oligarchy, though… Continue Reading

Your Own Private Crystal Ball

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Monday, 6:16pm
Reno, NV
We’ll meet again, don’t know where, don’t know when...” (Omnipresent WWII song by Vera Lynn)

Howdy…

A big part of the mojo I bring to the consulting table is simply that I survived a fairly wild-ass lifestyle before and during my career…

… and took notes.

I come from a family of storytellers, and it’s always been second nature for me to concoct the way I’d relate the story of any adventure I was involved in… often while I was experiencing it. More likely, of course, the lasting model of any story came together over a few tellings, as I tossed out the boring bits, highlighted the more exciting or outrageous sections, and found that sweet spot that ended the tale like a punch line.

You don’t get away with aimless, pointless or dull stories in a family like mine. You either grab attention, hold it, and deliver a rollicking good telling… or you get swamped by a better story from a frustrated listener. Best possible training in the universe.

And I can’t think of a better segue into an advertising career. Humans are hard-wired to crave, love and remember well-delivered stories because before the written word, memorized stories were the primary form of sharing information. And persuading folks. And molding the contours of a socially coherent civilization.

Most of us are not great storytellers, however. It’s not a default setting in our brains… and if you don’t hone your chops, you’ll remain a naif at it.

However, if you DO choose to get hip (and I’ve got a ton of posts here in the blog archives on this very subject), then you get past the hulking bouncer at the velvet rope and into the “great storyteller” party.

I actually used to do that, by the way, as a hobby. Talk my way past bouncers. The last time was at a casino, where the Van Morrison concert was sold out. I had a cup of coffee and walked briskly toward the bouncer, saying “I got that coffee for Van” as casually as I could. The guy waved me through. Heck, other folks standing in line stepped back to let me past. I stepped into the venue, and just slumped.

“I can’t do it. Look, man, this coffee isn’t for Van. It’s just a cup of coffee.” The bouncer blinked at me. I wandered off, the fun gone forever in that game. Heck, it just got too easy.

Now, good consulting is also a form of storytelling. Usually, my client comes to me with a mishmash of complaints, problems, nightmares and quandaries… and none of it seems to make sense.

However, I learned long ago that almost everything makes sense when you get the right perspective on it.

But it has to be the right perspective… Continue Reading

Bamboozled By Babble, redux

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

Howdy…

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

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

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

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

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

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

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

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

How To Be A Sap, Redux

Wednesday, 10:36pm
Reno, NV
To the moon, Alice!” (Ralph Kramden)

Howdy…

I’m recycling a post from a little while back, because it’s on a subject that can never be discussed too many times…

… especially when it’s important that you establish a real, visceral connection with people to make your business work.

In fact, what I’m bring up here is much more critical to creating effective advertising than many of the obvious things people tend to focus on (like “long copy versus shot copy”, or how to test offers).

Listen: If you understand how to use the powerful tool explained below…

… you can screw up almost every other part of creating your ad (or video, or website, or email, or whatever you’re using to get your story across)… and still crush it with results.

So ignore the details in this dusty post (like references to “Six Feet Under”, that great HBO series now long-gone)…

… and know that the insight revealed here will forever be one of the most influential you’ll ever use in marketing.

In fact, it’s just becoming more and MORE important as social media and info-overwhelm continues to nudge everyone toward ADHD-Land, where attention spans are pathetic and fundamental human emotions like empathy wither.

Here’s the post (with a few edits and some added stuff):

Jeez Louise. Did you catch Sunday’s episode of “Six Feet Under” on HBO, with the jarring funeral scenes?

It was… shattering.

I was jarred back to every funeral I’d ever attended, and had emotions wrung out of me I’d long forgotten about.

Screw reality TV. The truly well-written fictional shows (most of them on HBO) can still rattle your cage like classic literature.

That episode was quality emotional-wringing.

Got me thinking, too. About empathy. And writing.

I’ve known people who seem to have shut down their empathy gears… and it becomes evident when they lose the ability to get outside of themselves and see the world from other people’s viewpoint.  Movies require you to emotionally connect with the characters…

… and I recall uncles who fell asleep during the pea-soup-spewing scenes in “The Exorcist”…

… friends who laughed all through “Jaws”…

… and (in a real-world example) even an acquaintance who wondered what the big deal was when a colleague freaked out over a cherished cat’s sudden demise.

I also first saw “Saving Private Ryan” with a friend who was still a little shaky over his years in Vietnam during the war. He’d asked me to see it with him for moral support… and while he didn’t seem to have a tough time watching the movie, I kept an eye on him anyway, not sure what sort of poison might be brewing back up.

Those three films — and my experience with pets and people dying and careers ending and relationships imploding — were all emotionally jarring on various levels. And they were executed by master craftsmen, using scripts written by writers who knew where the tender spots were in most audiences.

I always feel a little estranged from people who either are — or claim to be — removed from emotional reactions.

In real life, we mostly experience things from inside our heads or along the contours of our immediate senses. It’s a claustrophobic point-of-view even the best Hollywood-quality cameras can’t yet mimic. In real life, everything happens just outside (or just within) our personal space, moment by moment, with no editing and no replay button.

When you personally feel emotional trauma, it’s a shock-inducing trial by fire that consumes you.

However, watching a TV show or a movie is a removed experience — pure voyeurism. You’re not there. It’s not happening to you. It shouldn’t have the same power as real life.

And yet… sometimes all the emotion of the real experience IS there, bubbling up from deep inside.

All the good writers I know are drenched with emotional self-knowledge and empathy for the emotional experiences of others. We aren’t walking around sobbing hysterically… but we are easily overcome with the feeling of a situation.

Sometimes Continue Reading

How To Murder Stress, Redux

Tuesday, 3:29pm
Reno, NV
I can’t seem to face up to the facts, I’m tense and nervous and I can’t relax…” (Talking Heads, “Psycho Killer”)

Howdy…

I’ve gone back to the archives again, just cuz they’re so freakin’ stuffed with excellent posts that should NEVER fade into history.

When I find timeless posts that deliver essential tools for your Entrepreneur’s Survival Kit, I like to re-post them here (cuz I know you’re too lazy to go searching for them yourself, you dangerous slacker, you).

So, in this emotionally-charged election year, with the economy and the fate of the globe on people’s minds, I’m thinking another little primer on stress is needed. (The best advice I ever heard from a medical professional was… after I’d said “I’m not feeling so hot, but it’s just stress”… “It’s never JUST stress, Carlton. Stress is bad, bad, bad, and it’ll kill you just as readily as having a piano drop on you from the 6th floor.”  That woke me up to the reality of the chemical stew I was brewing in my system, bubbling with bad hormones and corrosive juices.)

We’re not built to survive on a steady diet of stress. We self-destruct when it gets too severe.

Okay, here’s the post. See if you can relax enough to at least read it…

——————–

Howdy.

What’s the matter, Bunky?

The news got you down?  The economy keeping you up at night?  Are sales in the toilet, creditors stalking you, clients not returning calls, the sheer angst of living in a modern tech-drenched world chewing holes in your gut?

Would you like to hear how grizzled veterans handle the evils of stress?

It’s good stuff… because, as everyone should realize, you don’t get to BE a grizzled veteran if you can’t handle stress.  Cuz that shit will eat you alive and send you to an early grave.

In fact, this is easily one of the fundamental tools for surviving the Never-Ending Cage Fight O’ Bidness.  I noticed, in the first years of my freelance career (when I was searching semi-desperately for clues on how to become successful), that there were biz owners who were having fun… and there were other owners not having any fun at all.

Age had nothing to do with it.  Nor health (though the fun-havers consistently were in better shape).  Nor gender, nor — and this is important — Continue Reading

First Fork For Entrepreneurs

Saturday, 11:29am
Reno, NV
She’s so fine, there’s no telling where the money went…” (Robert Palmer, “Simply Irresistible”)

Howdy…

I’ve been counseling entrepreneurs (both rookie and veteran) for, oh, about 30 years now. They come to me when their progress, or dreams, or plans have been hijacked by events or forces seemingly beyond their control…

… and they need a hard-core reality check, fast. Plus a detailed list of steps to fix things, and get back on track.

Even if you get an MBA somewhere (and while studying the history of biz and learning the methods behind success are important, I have yet to meet an entrepreneur who was helped by getting a fancy degree like that)… you can’t really understand the cycles, problems, surprises, horrors and pleasures of running your own biz until you dive in.

You can read every book ever printed (or watch every video) on what’s it like to run a biz… but you won’t truly understand how it all works until you’re actually running ads, setting up deals, shipping product, hiring and firing and moving and shaking.

When you catch yourself looking over your shoulder at the competition the first time (or waking up in the middle of the night with angst over a new campaign), THEN you know you’re a real entrepreneur.

I really enjoy consulting with entrepreneurs whose noses have already been bloodied. Life has already done the hardest part of my job for me… by kicking the idealism and dumb-ass belief systems to the curb. Your biz won’t succeed because you’re a sweet guy, or because dammit, your product is just the greatest thing ever.

No. Your biz will succeed becauseContinue Reading

How To Critical Think, Redux

Saturday, 2:33pm
Reno, NV
When I look back on all the crap I learned in high school, it’s a wonder I can think at all…” (Paul Simon, “Kodachrome”)

Howdy.

As I was writing a new article to post here, I used a term I invented: “Critical Think”. It’s not all that original, as ground-breaking terms go… but the idea behind it is very important for anyone seeking to move up a level or two in their career (or in their quest for ultimate happiness).

So, I’ve dug up the post where I first explained Critical Think, and I’m dragging it back onto the dance floor.

Really, this is timeless stuff. Enjoy:

Howdy.

Someone recently asked me to offer a clue on how to nurture critical thinking.

It’s a fair question.  And while I’m no neuro-scientist, I talk about critical thinking a lot, because it’s the foundation of great writing, killer salesmanship, and engaging the world with your throttle wide open.

However, it’s not an easy subject to grasp if you’ve seldom taken your brain out for a spin around the Deep Thought Track (as most folks have not).

So let’s explore it a little bit here…

Critical Think Point #1: Yes, I know the headline on this article is a grammatical car wreck.  It should be “how to think critically”, or at least “how to critically think”.

But this botched phrasing is actually part of the lesson I’m sharing here.

Consider:  The vast majority of people sleep-walk through their lives and careers, never going beneath the surface of anything.  They process, at most, a small fraction of the information they see, hear or read about.

It’s pretty much GIGO.  Garbage in, garbage out.

So the first job of any good marketer is todeliver some level of brain-rattling wake-up call for the prospect.  To literally jolt them out of their semi-permanent reverie, and initiate a more conscious state of awareness.

Cuz you can’t expect a somnambulant zombie to be proactive about following through with your request for buying something.  Or opting in.  Or even just continuing to read.

Thus: Good ad writers make full use of the incongruous juxtaposition of compelling sales elements – or, for short, the “hook”.

Ideally, you want the induced “WTF?” reaction strong enough to unleash a splash of adrenaline, or even physically make ‘em bolt up and take notice.  (As in, “That can’t be right! This violates my entire sense of what’s real!”)

HoweverContinue Reading


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