Tag Archives: entrepreneurism

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

IMG_1737

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

Howdy.

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

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

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

For example:

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

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

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

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

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

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

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

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

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

How To Hire A Copywriter.

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

Howdy…

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

Cuz it’s a jungle out there.

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

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

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

Step One: Deconstruct and list what you want done.

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

Or what?

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

This is a critical step.

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

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

IMG_0853

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

Howdy…

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

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

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

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

… and why they care about getting there.

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

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

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

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

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

“Goal Setting 101 And
The January 15th Letter”

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

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

The Answer (and Winners) Revealed…

photo-1Thursday, 2:30pm
Reno, NV
Every time they were sure you were caught, you were quicker than they thought…” (Bob Seger, “Still The Same”)

Howdy…

Well, we do have a couple of winners to announce here.

It was a hell of a quiz, wasn’t it. Over 400 responses (and still climbing)… and, as several posters noted, just reading the thread was an enlightening experience (with dozens of great stories and insight shared).

Crowd-sourcing at its finest.

Before I give the two winners their moment in the sun, however (and ship out their signed copies of “The Entrepreneur’s Guide To Getting Your Shit Together“)…

… let’s get straight on the answer to this one-question quiz.

Recall: I asked what — in my 30 years consulting with biz owners, freelancers, entrepreneurs, inventors and dreamers — was the Number One problem I saw folks encountering in their quest for wealth and happiness.

There may indeed be many other problems troubling folks…

… but in my experience, there is only one Big Kahuna problem.

And solving this big one also solves vast chunks of other problems in your life and career. Just like that.

The last great clue (no, I’m not gonna just roll over and tell you the answer without preamble) is in the photo up top here: That’s (from left) Joe Polish, the marketing whiz-kid who wrote the forward to my book…

Gary Halbert, my uber-infamous mentor, biz partner and close pal…

Gary Bencivenga, whose controls I stalked and whose teaser copy inspired me to rewrite my own bullets 30 times for every ad I penned (and who I actually wrote some stuff for in the late 80s)…

… and me.

Bencivenga loved this photo. We’d all known each other and worked in the same part of the direct response world for years… but we’d never all been in the same room together. (This was in NYC, at Gary’s legendary “Bencivenga 100″ seminar.)

Think you have the answer yet?

Consider: Just from these four guys, you’ve got generations of successful copywriters and marketers who owe their “breakthrough moment” to one of us. Ads that brought in gazillions, and created empires. Advice that transformed a moribund business plan, or a headline, or a career. An entire revolution in biz attitudes, success strategies and persuasion methods…

… all emanating out like rocket-fire from just these guys.

Got the answer now?

We leaned on each other, borrowed from each other, learned from each other, watched each other’s back, traded war stories and admired each other’s skills…

… and, in general, shared often large parts of our professional lives in the thin, rarefied air of world-class movin’-and-shakin’.

In short… Continue Reading

Quiz Time! (With prizes! And angst for your brain!)

blog photo 12-10Wednesday, 9:26pm
In The Bosom Of The Sierras Below Lake Tahoe, NV
I got your number on the wall…” (Tommy TuTone “Jenny/867-5309″)

Howdy…

I’ve got an idea: Let’s give out a couple of hot prizes. What d’ya think about that?

Like… how about a bitchin’ hot-off-the-presses copy of my book “The Entrepreneur’s Guide To Getting Your Shit Together“…

signed by me, to you.

Free. I’ll even pick up the shipping, that’s what a mensch I am.

And all you gotta do is be either the first to deliver (in the comment section below) the correct answer to the question I’m about to reveal here… or write up the best response. I’ll be the judge and jury here.

So there will be two winners. We’ll let this quiz percolate for a week, and then I’ll announce the two winners here.

I haven’t hosted a quiz in a long time. Shame on me. The last few quizzes pulled in hundreds and hundreds of replies, which kind of freaked me out… but they were also evil fun. I’ll be in the comments myself, sifting and searching for the two winners (and tossing out the trolls).

I’ll announce the lucky victors in the comments section on Friday, November 22.

Free signed copy of the one book all serious entrepreneurs should have on their shelf. Might be worth something, you know, when I kick the bucket (or get embroiled in a scandal or something).

First correct answer, and best response (as judged by me).

Okay, ready?

Here’s the set-up for the question: I’ve been counseling and advising entrepreneurs for over 30 years now…

… on just about every detail of creating a solid biz model, and cramming all marketing materials with the kind of persuasive voodoo that brings in the Big Bucks. I’ve helped transform a small army of formerly-clueless entrepreneurs into scary-good monsters of profit.

And, in almost every long-term relationship I’ve had advising a client…

… we’ve covered every aspect of running a business — dealing with details, solving problems, finding happiness and managing wealth (or lack thereof).

If you haven’t enjoyed a mentoring relationship like this (or even an extended round of consulting with an expert), you might be astonished at what, precisely, pops up as the biggest (and baddest) obstacle to getting filthy rich and deliriously happy as an entrepreneur.

You might even be shocked.

So, here’s the question: Based on what you suspect I’ve discovered in my 30 years of consulting…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

Why We Blow Stuff Up On July 4th

Flag

Monday, 1:43pm
Reno, NV
“Wave that flag, wave it wide and high…” (Grateful Dead, “US Blues”)

Howdy,

As a kid, July Fourth meant fireworks, and lots of them.

We’d start salivating around mid-June, shaking like 10-year-old junkies until Pop finally drove us to the Red Devil stand in Fontana, where’d we stock up on the most gruesome display of flame, gunpowder and amateur rocketry possible.

Oh, the joys of ladyfingers going off under Aunt Ruth’s chair, of nearly burning down the garage when a bottle rocket zoomed sideways, of thrilling Roman candles singeing the shrubbery, of snakes, pinwheels, sparklers and fountains frothy with fire in the backyard battlefield…

It was freakin’ glorious, is what it was.

But I never made the connection to what, exactly, we were celebrating.

Later in life, I got into history, and I finally understood why (for example) my Mexican and European pals rolled their eyes at my stories of celebrating the Fourth by setting fields on fire with M80-loaded Silver Salutes, or blowing up toilets in the boy’s room with cherry bombs (as custom demanded).

Americans are a raucous bunch, that’s for sure. We take a lot for granted, we’re still fighting the Civil War, much of our politics is incoherent and illogical, and we can be pretty infuriatingly provincial.

Plus, we’re no longer world leaders in the stuff we used to be rockstars at, like education, social mobility, inventions, progress, medicine… and we’re in denial about much of it.

However, even acknowledging all of these glaring faults hasn’t made me as cynical as some of my hipster pals. As I’ve said many times, no political party would ever allow me to be a member, and you’ll never figure out how I vote or what my views are on the topics the news media obsesses about.

This causes some problems in social situations when colleagues just assume I agree with them on the major issues. And I usually don’t agree at all. I’m not a total cynic, but I find fault with almost every opinion I hear. I totally understand how a lot of folks do become snarling partisans, enraged at their polar opposites on all issues, bereft of hope for the future.

I just learned to loathe cynicism long ago. Worthless attitude, doesn’t help anything, doesn’t provide solutions, doesn’t make an iota of difference in what goes on. At best, the cynic may toss off an actual witticism…

… but mostly, they’re just too cool to be bothered beyond expressing droll boredom and a vague superiority at being “above the fray”.

Well, fuck ‘em. The social/political/world-affairs cynic is a close cousin of the dude who’s never met a payroll, yet feels completely qualified to deliver speeches on how everyone else’s business should be run.

And I learned to shut that guy out very early in my career. My first question, whenever someone was bashing an entrepreneur’s efforts, used to beContinue Reading

Risky Bidniz

IMG_2258Monday, 2:26pm
Visalia, CA
He wants to dream like a young man, with the wisdom of an old man. He wants his home and security. He wants to live like a sailor at sea.” (Bob Seger, “Beautiful Loser”) 

Howdy.

We’re in for a treat today.

One of the best storytellers in copywriting — my longtime cohort Jimbo Curley — has sent us a riveting tale sure to send shivers up the spine of every entrepreneur alive…

… while simultaneously delivering one of the most primo lessons in getting after your own success. I laughed out loud several times — Jimmy has a real talent for doing that to readers.

Enjoy… and reap the profits of learning the lesson. Here’s Jimbo:

Thanks for the intro John.

Something crossed my mind the other day — just after I ran over my neighbor’s dog.

Here’s what I was thinking: As an entrepreneur, a business manager, or just a plain working stiff, you may not be taking enough risks.

Or perhaps not the right kind of risks.

I’ll tell you about poor Rex in a second. For now, fasten your seatbelt. You’re in for a wild ride.

“Risk” is the base ingredient for success. It’s the secret sauce to landing a spouse who’s outta your league. The mechanism for pole vaulting over your competitors. It’s how you’ll win big, and make your nay-saying friends and family look like idiots for ever having doubted you.

I’m serious. Today I own and operate a couple companies that earn in the millions each year…

… but twenty-something years ago it wasn’t like that. Back in the early 90s I was managing a near half-million dollar marketing budget for a hardware and contracting operation – at $28K a year. I figured I had a secure job, a good title, and would safely “ride my way up” the escalator of success while others risked their necks climbing up the rickety ladder.

Rookie.

I opened my eyes. The media reps who landed me as a client were wearing silk ties and gold watches. The guy running the crumby print shop I frequented was driving a new Beemer. The owners who employed me were living in obscene homes and enjoying three or four lavish vacations a year.

And yet there I sat for 8 to 12 hours a day at a particle-board desk. I ate a bag lunch and drove a 10-year old beater.

I wanted new stuff. I wanted lavish. I wanted obscene.

It began to sink in.

Achieving such noble and lofty goals in total safety was a delusion.

Simple math and ruthless honesty made it clear — I could NEVER get there “working my way up” from $28K a year.

In the “death zone” of Mount Everest climbers must use ropes and ladders to traverse a sheer 40-foot rock-face before they can reach the peak. It’s called the Hillary Step. (It has nothing to do with Clinton, but Sir Edmund Hillary, the first nut-job ever to summit Everest and come back alive.)

One screw-up on the Hillary Step… one minor bobble… and you’re dead meat. 

Yes, you CAN refuse that terrifying climb up the Hillary Step, but it meansContinue Reading

Congratulations… Now, Stop Being A Wuss.

iPhone09-2 225

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

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

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

Howdy…

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

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

… it was probably mostly your own damn fault.

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

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

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

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

I believe you. I really do.

However…

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

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

… is just bullshit.

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

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

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

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

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

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


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.

© 2004-2014 John Carlton. All rights reserved.