“I’m a long gone daddy in the USA…” (Bruce.)
For most folks in America, July 4th is about picnics, blowing shit up, and toasting the gutsy nature of our country.
Born in defiance and battle, prickly and belligerent and idealistic, with built-in endless (and often absurd) political arguments…
… we’ve somehow made the grand experiment last a couple of centuries and a half.
For me, though, the real victory of the joint isn’t in the details of elections or legislation, or the question of how exceptional we are or aren’t as a culture.
Nope. My own pursuit of life and liberty has always balanced on the First Amendment…
… particularly the parts about freedom of speech and freedom of the press.
That’s the beating heart of this place. That’s the saving grace.
For every writer here… novelist, copywriter, journalist, blogger or disgruntled “letter to the editor” ranter…
… there is a long, gruesome pedigree of ancestor writers who were prosecuted or erased or bullied into silence, stretching back as far as history goes.
We’re so spoiled here with freedom of speech, that many naively believe it’s an essential privilege that, of course, is the rule and not the exception.
Yet, the opposite is true.
Even today, the right to speak or write about what’s on your mind remains curtailed, risky, and forbidden all over the planet.
Even here, the struggle to get to this point — where you and I can write “fuck” without fear of censorship or a visit from The Man — was an ongoing battle that claimed careers and lives of contemporaries.
I grew up owning banned books (from the notorious Grove Press, which insisted on publishing every author banned in the U.S. throughout the latter half of the 20th century), watching authorities destroy comics like Lenny Bruce and artists like Jim Morrison, and being pleasantly dumbstruck when respected magazines like The New Yorker finally began printing formerly-prohibited words like “motherfucker” in their articles.
It’s not just about swearing, or about sex, or even about the never-ending brawl between Puritanism and libertarianism.
Much deeper than that.
The offensive language and unhinged rants now common online are just a price to pay for the more important victory of Free Thought over censorship.
All those past writers and wannabe scribes, muzzled and cowed into submission or silence over the past eons, would weep with joy at the lack of control by The Man over what we think and write. Never mind the wonders of electricity, air travel, the InterWebs, the buzzing gadgets that dominate modern life — the real jaw-dropper is our ability to use our minds unfettered by outside authority.
It’s a shame folks here take it all for granted. That’s how you lose these kinds of privileges.
The offended classes gather power, see freedom of thought as a direct threat to that power, and wage constant war against it.
Most folks have no use for too much freedom — it’s kind of scary, full of challenges to their belief systems and ideologies and traditions.
And I’m all for having the sense to pull back a bit in situations where speaking like a drunken sailor will cause folks to clutch their pearls or faint. I’m fine with a little cognitive dissonance, where we pretend that kids have never heard a bad word before, or that “decent” literature and movies can be great art.
But do not infringe on my right to enjoy Shakespeare and Twain and George Carlin and Henry Miller without hiding (all have been banned or censored at some point in our history).
And I will write whatever the hell I choose to write, whenever I choose to write it.
We all have to pick our battles in life. Writers tend to be an introspective, introverted bunch who aren’t so hot with manning the barricades…
… which is why it took nearly the entire arc of civilization’s history to reach this point of unfettered free thought.
So we modern writers owe it to the ink-stained wretches of the past — our professional ancestors — to embrace, defend, and heap glory onto the practice today.
This kind of freedom was never a guaranteed deal.
The Founding Fathers argued about it, and current governments elsewhere still get queasy even considering letting nutballs like us off the leash, with no way to stop our brains from thinking way outside of the box.
I realize that many of my fellow citizens would be just fine with a few shackles on writers here and there. For them, other battles are more important. And that’s fine…
… as long as these nay-sayers keep losing that argument.
For me, the real fight of the past few generations — the fight worth dying for today — is freedom of speech. The unconditional freedom to think, and write, whatever goddamned crap I feel like writing about…
… whether it’s the next Great American Novel or just a funny post on social media skewering uptight jerks.
Or even another ad that raises eyebrows.
Yes, there are a few restrictions still. I’m okay with having a few legal lines that shall not be crossed (because they cause real harm, not theoretical harm).
But the restrictions should remain rare.
Hearing harsh language won’t damage your brain, no matter how freaked-out you get over it.
Being exposed to foreign ideas won’t change your biology.
And stumbling upon writing that offends you won’t cause civilization to crumble.
I’ll toast the First Amendment today, and every day afterward, for the rest of my life.
It was worth blowing shit up for. It’s worth every knock-down fight that has happened, and if more fighting is required, sign me up.
For all the faults and missteps and foibles of my country’s existence…
… I still allow myself to get choked up over Old Glory.
Because she flies over my continued ability to be the kind of writer my ancestors could barely dream of being.
P.S. Hey — make sure you’ve got my books with you when you go off on holiday.
You can order them right now, in the right-hand column here. The digital versions will be in your digital hands immediately, too… no waiting…
“… and succeed in changing the world.” (Dale himself)
I’m about to reveal that book I taunted you with in our recent email exchange.
But first, I want to really lay it on thick how important this is.
I’ve made a habit to practice what I learned in this book ever since I first read it some 30 years ago.
And it’s never failed to work.
I’ll go to parties where I don’t know anyone, and within minutes have someone sharing secrets about themselves they’ve never told anyone before.
And they’ll consider me of such high quality, that they are almost desperate to become my close friend.
Yet, they don’t know a thing about me. I haven’t shared anything about what I do, who I am, what I have to offer.
I simply practiced the tactics I learned from this book…
… and let the magic unwind.
And frankly, I see the LACK of these simple skills a serious reason why so many entrepreneurs fail.
They simply do not understand the fundamentals of good salesmanship…
… which do NOT start with you lecturing to your prospect. Or sharing details of your life, or your desires and goals.
The magic starts, and ends (with a sale), inside your prospect’s head.
It’s incredibly important to the sales process…
… and even more so now that we do so much biz online.
In person, these skills work like crazy.
Digitally, they STILL work like crazy. My emails, blog posts, Skype calls and everything else is front-loaded with them.
Okay, time to share:
The book (again, called The Salesman’s Bible by savvy insiders) is Dale Carnegie’s “How To Win Friends And Influence People.”
You’ve heard of it. Maybe you even read a bit of it.
Certainly, you’re heard jokes about it. People have been mocking it since it was first published. The headline alone (suggested, I believe, by ad legend John Caples) has spawned a thousand mimics, both seriously and satirically.
All books are TOOLS. You use them, to absorb the info and strategies and tactics. They are your hammer and nails, the most fundamental tools in your kit.
Keep the book hidden, if you like, if you’re afraid someone might laugh at you.
But read it, several times.
And get the oldest edition you can find. As I mentioned in the email, Dale’s heirs have decided they know more than he did (despite not living the life of a salesman), and screwed around with the copy.
I prefer the older editions. The one I first read was from the 1930s.
I just checked on Amazon. You can buy a 1981 version (pre-heir screwing up) for around $40. Or get one of the new digital versions for a few bucks — do that, if you must.
But get hip, regardless.
Oh… and there’s a FREE book here for you, too.
Next post down…
“Momma’s all right, Daddy’s all right, they just seem a little weird...” (Cheap Trick, Surrender)
I sure hope you were in Cleveland last night, and caught the “Old Dogs Bark” show that Dan Kennedy and I did onstage at his huge event.
If you were… congrats. You witnessed something people should be talking about for years to come.
And if you didn’t…
… well, shame on you for missing it. How often do you think the geezers of the marketing world (the guys with all the best stories, and most reality-based profitable advice) are going to be around to share this stuff?
Time to make the effort to gobble up the great advice and golden stories while we’re here to tell ’em.
This blog is a great place to start, too.
And hey — I’ve got a little gift for everyone.
If you’re new to the this blog, you’re in for a treat. Twelve years of free archives, for your education and enlightenment, are available 24/7. Jump down two posts below, and you’ll find an article entitled “How to give this blog a good ‘test drive’… in just 3 minutes”. Blow through that post, and you’ll be totally hip to everything this blog has to offer.
And even better…
… if you sign up right now, you’ll not only get notices for new posts (and other cool stuff I’ve got going on you should be interested in)…
… but you also get a free gift. A free report called “11 Really Stupid Blunders You’re Making With Your Biz & Career Right Now”.
It’s a brilliant short-course reality check that should help you avoid murdering your future, quickly and efficiently.
All the common mistakes I see entrepreneurs and freelance copywriters make are in there…
… identified, deconstructed, and solved.
Best damn special report I’ve ever written. Killer stuff. All the best angles and solutions I use in my lucrative consulting biz.
… it’s free. Just for signing in.
And if you’re already a sign-in fan of the blog, just sign in again to get that free report. We’ll take care of duplicate sign-ins easily enough. No hassles.
Here’s how to get your free report: Just fill in the box below…
… and you’ll get your free report emailed to you post haste.
Meanwhile, check out everything else here. The posts below are a great intro to what you’ll find in the 12-year-deep archives. And if you don’t have my books, well, get on that right now (in the right hand column). Plus, lots of other goodies.
Have fun. Don’t hurt yourself in the archives — I’ve seen people get obsessed with reading everything all at once, and it can lead to brain-freeze.
Pace your bad self.
I’ll be back here with a fresh post soon…
P.S. We just switched hosting companies, so all the comments here were left in the dust.
Please feel free to comment on any post — I hang out enough to usually answer every one, if you have questions or just want to share something.
We had a great, long run with Host Gator as our blog hosting company, but they’re gone way downhill lately, to a dangerous place where the site was down a lot. So we’ve moved to Liquid Web, which so far is a totally bitchin’ outfit. Very professional, very much on top of making sites like this work smoothly. I’m happy now…
“I read the news today, oh boy…” (John Lennon, “A Day In The Life”)
One of my favorite quotes from the legendary 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), taking a jump shot. I’m the guy in the thick glasses. 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. Tell me I can’t do something, and you get a prolonged snarl (and maybe a quick nip).
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. It fueled me during the tough early years.
I call it “negative motivation”… and it’s actually one of the most powerful forces available for getting stuff done. I never saw that writer 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, testy 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.)
Now, 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 group I’d pick.
I was Halbert’s sidekick for a very long time, and one of the most enjoyable parts of the gig was strutting 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 rebellious lunkhead 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. (Y’all know who you are.)
So 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 when you decide to swim in the dangerous 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. (You’ll have the best stories at the bar during seminars, too.)
 Risk tolerance. This is what sets most entrepreneurs apart from 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)… and 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 last 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 getting 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 lots of 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.
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…
P.P.S. Need a good suggestion for a book to jump-start your quest for the Big Bucks?
Start right here on the blog, in the far right column. Grab “The Entrepreneur’s Guide To Getting Your Shit Together” right now on Amazon. Or order “Success Secrets No One Told You About”, also available digitally (and it costs just a couple of bucks).
And when you’re ready to join the best mastermind operating, check out the Platinum Mastermind. I’ve personally been hosting this notorious group for over 8 years now.
Don’t be that guy who refuses to help himself, with opportunity staring you in the face. I’ve been transforming the lives of entrepreneurs for over 30 years now… to conquer obstacles, earn massive success, and start enjoying life on all levels…
… and the FASTEST way to make it real for YOU, is to take advantage of the help I offer.
You’ll figure everything out so much faster (and with so much less grief) when you get some honest mentoring from a grizzled pro who knows his shit.
Again — love to hear from you in the comments. I hang out there often…