“I know what I want, and I know how to get it…” (The Sex Pistols, “Anarchy In The UK”)
Dept. Of Culture Shock, memo #1: I’ve been thinking about how Carlton’s First Inconvenient Rule of Entrepreneurship (“Step one is to implement a simple idea that succeeds; step two is to complicate the shit out of that simple idea so it eventually fails”) also applies to the civilization around us.
My father was perhaps one of the last men to actually experience a period where he completely understood — and could recreate and fix — almost everything around him. Born in the Industrial Age in 1920, he’d dug wells for water, tore apart and reassembled car engines, fixed his own plumbing, grew food in the back yard. He built things, including large government buildings, from blueprints. He knew how clocks and toasters and and asphalt and support beams worked.
Most of my colleagues, today, can’t even start a fire from scratch (let alone rewire the electricity in the house). And I clearly remember the day (in the early nineties) I was standing in a lot staring at the car I was about to buy, the hood open, wondering where the carburetor was…
… when the salesman casually informed me that engines were sealed now, and even if there had been a carburetor (which there wasn’t, since cars are all fuel-injected now), I wouldn’t be able to access it. Let alone fuss with it. Owners were no longer allowed to see, let alone touch, the working parts of the internal combustion engine anymore. If anything needed attention, I’d be alerted by a flashing light on the dashboard, and certified mechanics with bizarre tools not available at Home Depot would take care of it.
You? You keep your filthy civilian hands off the merchandise. Even when you own it.
As kids, we used to take telephones and radios and even TVs apart, and some of us could put ’em back together in working order. Not too long ago, an old and very savvy pal (who was handy building ham radios from scratch) admitted that he’d taken a laptop computer apart to see how it worked, and realized he had officially become a completely-clueless tech dinosaur… because there was zero way human eyes could even begin to see the tiny transistors inside.
Analog dudes living in a digital age. Not good. I can hear the Millennials laughing at us.
However, another Carlton Rule is: “There is always a way.” No matter what problem or situation you face, there is a way out. Saul Goodman (the lawyer from “Breaking Bad”) is the primary practitioner of this philosophy, of course (“I know a guy, who knows a guy… who knows a guy who does this”).
But it’s also the basis of all my high-end consulting. In 30+ years, I’ve never met a biz problem (or a personal problem) I couldn’t find a solution to. Or knew a guy who had the answer, one phone call away.
You may not like the solution, but it exists. You may have to change direction (or your attitude or bank account) radically, or entertain options that are distasteful to you… but there is always a way around a problem. My example of this, in “Kick Ass Copywriting Secrets of a Marketing Rebel”, is the drug war. Who are you gonna bet on — the multi-gazillion-dollar-funded US border security complex, with the most advanced helicopters, drones, submarines, scanners, weapons and computers…
… or the little Guatemalan farmer with his stash of weed he wants to sneak into the country?
Hint: Take the farmer. He’ll find a way.
And these two rules go hand-in-glove with each other. Yes, the culture (and everything around you) is getting more and more complex, spiraling away from your ability to understand any of it…
… and, at the same time, yes, there are ways around being a slave to complexity.
Getting hip to this can save your butt, in biz and in private life.
Let’s take rock and roll as another example. In the early seventies, bands had gotten better and better in musicianship, stagecraft, and working in the studio. Just a few years earlier, garage bands without knowledge of electronics or soundscape management could still weasel their way into a studio and record a record live… and have it sell. “Louie, Louie”, by the Kingsmen, was recorded live in a garage. One take (cuz the lead singer was too drunk to do another). Mono, one mike hanging from the ceiling, a “good at the time” tape machine, no sound check. It was a different time, back when do-it-yourselfer’s could win.
But then things kept getting more complicated. By the early seventies, rock was taken over by bloated musician-heavy bands like Yes and stagecraft-oriented groups like Genesis. The garage bands were hopelessly outmatched in skill, technical ability, and resources.
Then, punk arrived. As a reaction to the bloated sound and restrictive nature of “professional”, expensively attired bands. Suddenly, it was a free-for-all again, and details be damned. Garage bands thrived for a second time.
The music had found a way around the problem.
Today, folks consider moving from an iPhone (phone, computer, web access, personal robot all-in-one) back to a now-ancient flip phone as a brave act of moving away from dependence on the Grid. Of course, they still can’t fix the flip phone if it breaks. It’s an illusionary and futile mission.
And I’ve met my share of pure geeks — guys who make the cast of The Big Bang Theory look like slacker hippies. They DO understand, and can manipulate (or hack) the digital world around them. However, they also tend to be weak on interpersonal skills with their fellow humans. Even freshly armed with state-of-the-art “pick-up artist” tactics, they can’t easily find love or intimacy or any of the interpersonal stuff they crave. And plumbing, growing your own food, and understanding how the infrastructure around us works isn’t on their radar.
In marketing, a few years back, you could build your own website on a laptop, find online traffic for cheap, and create an information product to sell in a weekend. With PayPal, you didn’t even need a merchant account. People were literally starting hot new businesses on their kitchen table, overnight.
Eventually, things got more complex. The rules changed, Google started slapping site owners who didn’t follow the fast-changing rules, Facebook started punishing folks who used their page for biz (after urging them to do so), affiliate mailers started demanding more sophisticated sales funnels with high-production video and pro-level design, federal regulations took aim at online biz…
… and things just got more complicated. Rookie entrepreneurs looking to break into online marketing can be excused for fainting at the sheer volume of stuff they have to learn to just get started. The heady no-holds-barred Wild West days of the Internet have drifted away into memory.
… and yet, just like corporate bands forgot that the real magic was in the music, and not in the outfits or stage show or pompously produced records…
… a lot of today’s online biz owners forget that the raw fundamentals of salesmanship are still more important than the gaudy glitz of flashy tech.
It’s still simply about having a good product or service that someone wants… put in front of an audience of hungry prospects… and sold with a persuasive message that covers all the basics of a standard face-to-face deal. A good hook, some believable credibility, a real solution to a problem that is interrupting your prospect’s life (whether it’s something major like needing money, or something nagging like needing special tools to finish your daughter’s swing set out back).
Plus a simple delivery system for the product or service that makes everyone happy. So you can sell more stuff on the back end (where all the real profit is). (You DO have a back-end, don’t you?)
It can all be very low tech, too. Uncomplicated. Sure, you want to eventually test all the ways other marketers are successfully closing their deals — with video, launches, elaborate cross-marketing campaigns, affiliates, the works. All of which require a bit more know-how, probably some hired help, and lots of math.
But you get into that AFTER you establish you’ve got a winner. Make a few initial sales, get good feedback, make sure the value is there, and the profit. THEN move onto more complicated methods… when you have money coming in to pay for it.
A good rule (not mine — it goes way back): Find out as quickly and cheaply as possible if you have a winner or a loser. Ignore hunches and gut feelings — just create a prototype that is “good enough”, and see if people buy it in the Real World. Your house list is fine to go to first. Or do a low-cost Adwords campaign — you can run a few hundred bucks worth of ads, based on the insight to what’s working now from Google searches (which you can access for free via your free Adwords account). Just get moving with the resources available to you now. (And “free” or “cheap” is always a good thing.)
I talk all the time to wannabe entrepreneurs who get it in their head they need $50,000, or $100,000 (or more) just to get started. And you don’t.
There is a way around every problem in biz and life. Including being broke. Save up enough for a “war chest” to test your ideas. A few hundred bucks can do it…
… IF you have the basics handled. That would be understanding salesmanship, having a good grasp of how to write your own sales messages (including ads, emails, pitches, etc)…
… and having access to a network of folks who can help you fill in the blanks in your skill set and information.
You CAN make a garage-band-style of entrepreneurship work. And you can still do it from your kitchen table, if you want, despite what all the “experts” are now trying to tell you.
The Web isn’t magic. It’s just another vehicle for helping marketers bring their product and services to prospects. It does this VERY WELL, and because it’s reach is global the number of prospects you can reach with an online message far, far exceeds what was possible in the old days where you only had newspapers, magazines, radio and TV.
What’s more, the costs involved, online, are a fraction of what it takes to run a print or broadcast ad campaign.
But the one thing that never changes, no matter where you present your product or service… is salesmanship. The fundamentals of crafting a damn good sales message that persuades people to buy your stuff.
That’s what this blog has been about since 2004. Smart entrepreneurs of every level (from rookie to veteran rockstar) have been browsing the archives as a daily ritual… because the joint is crammed to bursting with articles on every aspect of being a successful entrepreneur.
So, while it’s still early in the year, why not get into the habit of reading a handful of articles each week, starting today. The education you’ll get — for free — exceeds anything you’d get from a single seminar or book on biz. Even more, in some cases, than you’d get from a couple of years in certain biz schools (cuz the idiot running those classes have never actually been successful in the real world).
The thing is, get started. And know that no matter WHAT your problems are, or what your sticking points are, or what your biggest fears are…
… there is ALWAYS a way around them. Solutions exist. And many of them can be found here, in the blog.
P.S. Okay, while we’re talking “cheap”…
… it needs to be pointed out that the membership dues of the online Insider’s Club we run (hosted by my biz partner Stan Dahl, and where I have a virtual “desk” that I hang out at) is still just $29 a month. With no commitment beyond your current month. No sneaky obligations. Nothing standing in your way.
And yet you will immediately have access to the kind of resources that veteran biz owners lust after — coaching on the latest trends and fads, networking with the members and staff (very important), lessons on creating products and ads, archives of great ads to swipe (with instructions on how to do it successfully), interviews with the greats of marketing and advertising…
… plus a wide-open opportunity to get a personal phone consultation with me and Stan. On YOUR biz, or what’s bugging you or holding you back. Copy critiques, business plan help, emergency intervention in campaigns… we do it all, every month.
And, that part is free. Part of being a member. Your measly $29/month covers all of it. (Regular consultations with me run $2,500.)
If you aren’t part of a hot network of working entrepreneurs, writers and experts… then you’re just ROBBING yourself of the main resource successful biz owners enjoy: Networking.
Check it out here: See What The Insider’s Club Is All About.
“Hey, you bastards, I’m still here!” (Steve McQueen, “Papillon”)
I was talking to a colleague the other day, and he asked me how I liked retirement.
Uh, what retirement is that, I asked.
Well, he said, I thought you’d pretty much left the biz.
I guess I need to address this now. I mean, seeing as how I’m speaking next week to a seething crowd of 500 copywriters at one of the biggest bootcamps of the year (the sold-out AWAI gargantuan event in Florida). AND, the following week, hosting our autumn Platinum Mastermind meeting (now in it’s 7th year). While, you know, handling multiple calls from colleagues looking for advice, plus paid consulting gigs, writing a new book, monitoring the next Simple Writing System classroom, and…
If this is “retirement”, it sure looks an awful lot like a regular workweek.
But, yes, there has been a rumor floating around that I’m retired (or “semi-retired”), not traveling anymore, not taking clients, etc.
And, in a word, it’s all bullshit.
What happened was, a couple of years ago, I decided I sucked as a manager, and sold the Marketing Rebel corporation to my longtime business partner, Stan Dahl. Who has been handling it quite nicely ever since. The Insider’s Club membership site is cooking on high heat… the Simple Writing System just had another All-Star Teachers session (with A-Listers like David Garfinkel, Mike Morgan, Lorrie Morgan-Ferrero, and former Gary Halbert sidekick Scott Haines all hosting classes)… and all the good work we’ve always done in the advertising and marketing worlds has continued without a hitch.
It’s working so well now, because I realized what a bottleneck I was as a manager. Once I got out of the way, things blossomed.
Jeez Louise, that’s humbling. But it’s all worked out great.
And I got back to what I do best: Writing, consulting and being one of the most notorious bad-ass creative advisors in the game.
This is a VERY common entrepreneurial blunder, by the way. You get a biz going by handling almost everything personally… the ideas, the planning, the implementation, the writing, the schmoozing and networking, and all the hiring of tech help and support teams and lawyers and contracts and…
… and pretty soon, you’re working 70 hours a week, the biz is thriving, but you aren’t doing the creative stuff you’re good at.
For me, the calls and meetings with lawyers and accountants and affiliate managers and everyone else’s lawyers and biz operatives just crushed my spirit and will to live.
I was unhappy.
And so I sold the biz, and moved back into my old role as writer, creative dude, and consultant extraordinaire. The “wheelhouse” of my talent and skill-set, where I’ve always made the most impact.
And, I was happy again. While working around 20 hours a week, just like the first decades of my career. A 20-hour workweek is just about perfect, and because I know all the productivity hacks allowable for humans, I get more done in that 20-hours than most folks do in the 60 hours they slave at.
So, I’m in my “bliss groove” again. Good writing requires lots of down time, so your brain can cogitate on the crap you’ve stuffed in there, cook it up in a fresh batch, and make it all accessible when you sit down to actually write. Reading lots of books on different subjects, including gruesome fiction and light articles on diverse (even dumb) subjects, is also part of a well-lived writer’s lifestyle. Plus engaging in the adventures, pleasures, misadventures and bumbling horrors of modern life.
In fact, without immersing yourself in the culture and the Zeitgeist, you quickly become stiff and boring as a writer.
But I don’t count the cool, fun stuff as “working”. I love the process of being a complete, well-rounded writer with his pulse on the culture. It’s what makes this the best damn gig on the planet (for introverts or wannabe introverts seeking influence, wealth and happiness).
In the 1990s, I both wrote most of the ads for which I’m now infamous (all the screamingly successful golf, self-defense, health, music and small-biz ads that changed the way entire industries approached marketing)…
… while ALSO taking off three-to-six months a year to go do something else. I was following Travis McGee’s advice (from the “you gotta read ’em” novels by John D. MacDonald) of “taking your retirement while you’re young, in pieces, and returning to work when you need to replenish the coffers”. For me, that meant indulging in exciting mid-life crises (I’ve had six so far, and loved every single one) like when I disappeared from the business world for half a year, formed a 3-piece rock band, and played all the biker bars in Northern Nevada. What a blast.
I also took time off to write some novels, and dip a toe in the world of writing fiction for a living. It was enormous fun, but the pay was dismal. Most of the working novelists I met made less in half a decade than I did for writing a couple of winning ads in a good market (and it only took me a few weeks to write those ads). I decided to keep fiction as a side hobby, and came back to my old clients to write a string of ads that doubled their bottom line.
And then, just after the turn of the century, I decided to get serious for a few years. And write a monthly newsletter (the notorious “Marketing Rebel Rant” that mailed for 6 years to the most influential marketers alive), while maintaining a client list that required me to be available the entire year. No more taking off massive chunks of time. I loved the whole process, which happened to coincide with the explosion of the Web as a viable marketing vehicle…
… and I hung out in a very insider network of movers-and-shakers that included Frank Kern, Jeff Walker, Eben Pagan, Joe Polish, Dean Jackson, Tony Robbins, Jon Benson, Joe Sugarman, Ed Dale, and of course my best friend in the biz, Gary Halbert.
It was FUN. And thrilling, because we were inventing the marketing models that would become the STANDARDS for all online marketers for a generation. My first website, which I designed on a napkin, was a go-to template for many businesses for a long while. I recorded one of the first ever podcasts in the marketing section of iTunes (with help from Dean Jackson)… became one of the hottest speakers on the global seminar circuit (hosted by Armand Morin, Dan Kennedy, Rich Schefren, Kern and others)… and of course our Simple Writing System has pumped over a thousand entrepreneurs and copywriters through the process of creating killer ads on demand.
While some old-school marketers fought the Web and resisted new technology, I was an early adopter. I grabbed many of the first generation gizmo’s, created early video sales letters (before the term was even invented), hosted some of the first online webinars and membership sites, and in general surfed the new wave of modern possibilities right at the crest.
I’m not bragging. I’m just as amazed at the way things have turned out as anyone else. I happened to write “Kick-Ass Copywriting Secrets of a Marketing Rebel” at the precise time a vast mob of newbie marketers were becoming online entrepreneurs… and it was the perfect fit for them.
But it also led almost directly to those 60-hour weeks that eventually started to fry my brain.
I’ve counseled biz owners against burning out a lot in my career as a consultant. It’s common, it’s horrific, it can ruin your life…
… and, it’s completely avoidable.
But you have to act FAST when you sniff the burning rubber coming off your brain.
For me, it meant backing away from the reins of a business I’d nurtured for a decade… and sliding back into the more comfortable position I knew so well, of being a writer-consultant. Working a fraction of the hours required of a manager.
To some folks, this somehow meant I’d “retired”.
Nope. Just moved back into my former career lifestyle.
Like I said — I suck at management. I’m not built to argue with lawyers, or proofread contracts, or get deep into the weeds of making the day-to-day details of running a biz work. I KNOW what needs to be done, and I can spell it out for you in precise steps.
But that doesn’t mean I’m the guy who should be doing it.
A big part of happiness is finding out where you fit. And then sliding your bad ass into that position, away from the drudgery and angst of doing stuff you’re NOT built to do.
And let’s set the damn record straight: I’m NOT retired.
I love this biz too much to leave. I’m traveling as much as I ever have (though being more picky about which gigs I travel for). I’m flying out to Florida next week, as I said, to speak in front of 500 folks who rightfully expect to have their cages rattled by me from the stage. I’m flying to Los Angeles both for our mastermind, AND to hang out with Jon Benson at another biz gathering (including James Schramko from Oz).
And we’ll be in Vegas in January for another mastermind, in Phoenix for secret tapings of a new show, I’ll continue co-hosting the rollicking (and still free) Psych Insights For Modern Marketers podcast with Kevin Rogers…
… and I still maintain a full-time desk in the Marketing Rebel Insider’s Club… where I personally answer questions from members, do monthly “Hot Seat” consultations (free, for members) alongside Stan Dahl, and generally act as the community’s resident copywriting expert.
Okay, I’m not putting the old rock band back together, though. It was fun, but I’m kinda done with the bar scene. And I get bored on cruises and tourist-trap trips. I like to travel with a purpose.
I’m built to handle the advanced, high-level workload of a top copywriter and business consultant. So that’s what I’m concentrating on these days. While flying out to speak at seminars, networking with my pals, and staying rooted on the pulse of the modern business environment.
It’s a wild time to be alive, and to be an active member of the hottest entrepreneurial movement the world has ever seen.
I ain’t retiring for a long, long time. Baring getting hit by the occasional city bus while jaywalking, I should say. Nothing’s guaranteed in life, is it.
Will I see you in Florida… or at one my upcoming other seminar appearances? Or, gasp, at my Platinum Mastermind? (Got a seat waiting for you, and there’s still time to grab it. Go here for details.)
If you, like so many of the best (and happiest) marketers and writers around, value the input, savvy, advice and experience of a guy like me…
… who’s been around the block a few times, and knows the game inside and out…
… then check out some of the stuff we’ve got for you all over this blog page. Including a deep, roll-up-your-sleeves-and-get-down-to-work consultation.
It’s only going to get more exciting out there in the big, bad biz world… with more opportunities to either thrive or get lost in the weeds than you can imagine. If you’re in biz, you need a resource like me watching your back.
Why not make 2016 (coming up fast) the best damn year of your life? Put your team together now, and see if including me and Stan and the rest of the gang here doesn’t make so much sense you can’t stand it.
P.S. The photo, by the way, is from another huge event this past year where I was a featured speaker. And got to hang with my buds (from left) Kevin Halbert (Gary’s son), A-List copywriting legend Clayton Makepeace, marketing legend Dan Kennedy, me, former CEO of Boardroom Brian Kurtz, and A-List copywriter (and my podcast partner) Kevin Rogers.
Quite the little braintrust right there…
San Francisco, CA
“If you want it, here it is, come and get it…” (Badfinger)
Quick post today — I’m hosting my awesome Platinum Mastermind early tomorrow, and have a little prep work left to do.
However, I thought you might enjoy sampling the kind of posts I’m getting global recognition for… on Facebook. So I ripped a recent one from the site, and put it here for your delight and consumption.
Social media confuses most marketers — many refuse to even engage with Twitter or Facebook (or any of the myriad other options online to share silly secrets and post photos you’ll regret later). But I was an early adopter, and eagerly so — I had one of the very first marketing blogs (which you’re enjoying here), one of the first biz-oriented podcasts on iTunes (and if you haven’t listened to the latest free podcasts I’ve been hosting, go to the Psych Insights For Modern Marketers site now and indulge: www.pi4mm.com)…
… and I’ve been breaking every “rule” on Facebook ever since it hit the mainstream. I use FB to have fun, sometimes… but also to share insight, advice, lessons and some of the more obscure (and funny) war stories I’ve gathered in my 30 year career. (I currently have 5,000 “friends” — the limit — plus another couple of thousand “followers”… and I expect them all to show up at my wake and cause trouble. I’ve made them promise, in fact.)
To get the full flavor of what’s up — including the very long comment threads that you are invited to join — you’ll need to pop over to my Facebook page (www.facebook.com/john.carlton).
However, here’s a nice little taste:Read more…
“I write because I cannot NOT write.” (Charlotte Bronte)
I want to cover three important things today.
Important Thing #1: Very exciting news this morning: My first Kindle ebook (“The Entrepreneur’s Guide To Getting Your Shit Together”) elbowed its way into best-seller territory on Amazon in less than half a day. It’s #4 on the “entrepreneur” books-for-sale chart, with a bullet, and surging on the “business” charts (in the top 35).
This is like watching your latest album climb the Billboard rankings. I labored over the book (with superb editing help from our pal David “Flashman” Raybould) for many months, whipping it into shape and waiting for the right moment to dive into the wonderful new world of self-publishing that has just hit the Big Turning Point.
Now, it’s up to the reading public to decide if it’s worthwhile or not. A little scary, a little thrilling, a lot of fun for a writer who has craved being in control of publishing my own stuff, in my own damn way, for most of my life.
And, as satisfying as it is to read the great buzz-comments on the Amazon page (and in social media) for this new tome… it’s even more energizing to have finally busted my cherry in digital publishing. This first book took a while to finish and get launched. The next one will follow blazingly quick, and there are even more in the hopper.
If you are so inclined, you can check out a free preview of the book (or even, gasp, buy it) here.
Leave a comment, too. And hit the “share” button on the page. The tome is getting rave reviews, which makes sense since it’s a lovingly-revised compilation of my best Rant newsletters (which I mailed to subscribers for 6 amazing years). This is time-tested stuff, the best “here’s what Carlton’s been teaching all these years” resource possible.
Hope you enjoy it, if you buy it. Hope you stay awake all night thinking about it if you don’t buy it, and feel compelled to buy it first thing in the morning. Cuz it’s damn cheap as a digital book, and you really SHOULD own it. (And yes, we’ll be offering a paperback version down the road, but this digital version is what you need right now.)
Important Thing #2: I now know much about self-publishing ebooks that was a mystery to me before.
For example… Read more…
“Indeed your dancing days are done…” (Irish folk song)
I hope you’re doing well, and seizing the day. As we all should, every day we’re alive.
Sometimes, for me, the best way to appreciate life is to, occasionally, also appreciate death. For all the sound and fury and chaos surrounding us on the Big Earthly Stage… for all the urgency of accomplishment and all the troubles of cobbling together a modern lifestyle…
… sometimes you just gotta stop and take a deep breath.
And know that, at some point, there will be one last breath like that… and then no more.
All of us sharing space on the planet have been granted a ticket to ride, and none of us know how long the ride will last. Or how it ends.
Or, for that matter, what’s going to happen one second from now, let alone tomorrow or next month or next year.
And yet, life goes on. And goes on well for some of us, and progresses haltingly for others. But it goes on.
For Steve Jobs, the dancing days are done. I did not suspect his leaving us would affect me this profoundly, but it has. I never met him. And yet, our lives are intertwined. I’m writing this on an iMac, using the friendly interface he championed (and forced the “who cares about fonts” geek-dominated virtual world to adopt), while my iPhone sits nearby (buzzing with incoming texts).
There will be plenty written about Jobs and his effect on how we live today. I’ve already read a dozen articles online… and even the iHaters have to admit the world has shifted significantly with Steve gone.
For me, he was the Uber-Entrepreneur. Dropped out of college because his energy and ideas bristled at the shackles of staid academia. Aimlessly sought out ways to engage with life on a more grand scale, correctly sensing that the world was about toRead more…
“It’s alive!” (Baron Von Frankenstein, kickstarting the Monster)
We’ve just fired up the Simple Writing System blog (www.simplewritingsystem.com/blog)…
… which means a stunning (and unprecedented) pile of free tools, tactics, advice and insight can be yours…
… just for the grabbing.
This is an all-out assault on reason and logic. We’re just GIVING AWAY stuff that — not too long ago — would have cost you a pretty penny just to get a quick glimpse of.
We’ve created a beast here, and it’s name is FREE.
Here’s just a small taste of what’s piling up over there (that you’re missing out on if you haven’t signed in):
- A free swipe file of “home run” ads I’ve written (which few folks outside the target markets have ever seen)… can be in your tool kit tonight. This swipe file, alone, is causing hearts to skip a beat among marketers and freelance writers who love to rip juicy headlines and sales angles from proven ads. (Removes any guesswork on who/what to rip.)
- A short (but frightenly powerful) series of special reports channeling the best “how to make the sale” secrets I’ve ever used. (I used to keep this stuff classified, only bringing it out during high-paid consultations… and here we are giving it away.)
- The actual video (torn directly from the masters hidden in Frank’s inner sanctum) of my “How to persuade, influence and sell the shit out of anything… using the simplest stories you can create” presentation at Mass Control.
What? You didn’t see that presentation?
It’s marketing theater at its finest… Read more…
“A thief believes everybody steals.” (E.W. Howe)
For those of you bugging me about the next Quiz…
… it’s coming, it’s coming.
Tonight, though, I’ve gotta get something off my chest.
And so, a Rant. By little Johnny Carlton:
There seems to be a parasite bug infecting the brains of many marketers out there.
Let’s call this bug… “Theft“.
It’s not going away anytime soon.
In fact, the very word has been mutating for a long time now… so that what would have easily been labeled “stealing” in the bad-old pre-Web days…Read more…
“You can check out anytime you like, but you can never leave…” (Eagles, “Hotel California”)
Today, let’s explore a little-discussed part of running a biz…
… using a couple of enlightening (and very brief) anecdotes from my recent (and continuing) “Adventures With Hotels”.
Let’s call this lesson: The Faded Lady and the Trump.
With all due apologies to Disney’s classic dog-romance movie, of course.
See if you can spot how the following short story applies to YOUR business…
Each of the last two weekends found me in different cities, staying in hotels I booked online, sight-unseen.
In Sin City, it was the splendiferous Trump International Hotel Las Vegas.
In San Francisco, the once-famous, now-infamous Cathedral Hill Hotel.
Now, the Trump joint was built with luxury in mind. Shiny, tall, imposing building with huge well-apportioned rooms and super-modern equipment like elevators and art.
As a “product”, the building was great. (Though it seems idiotic not to have any gambling on the premises, as a wanna-be “player” in the Las Vegas scene. I heard that Trump got skunked on getting his gambling license, but that’s not the spin the staff offered. “We just didn’t want gambling here,” is what they said, unconvincingly.)
Great price for the rooms, too. (Most likely because of the lack of casino amenities and dearth of unit sales, which turned it from condo to hotel.)
I have complaints about the joint… but not because of the room, the rate, or the basic delivery of stuff like air conditioning, clean water, nice beds, etc. (In fact, their pillow-top beds are amazing to sleep in. Like being cuddled by angels.)
Now, back in SF, it was a completely different situation.
We hosted a gathering of writers, affiliates, and other mucky-mucks at the Cathedral Hill Hotel because we wanted to treat everyone to an evening with the world-renown “Beer Chef“, who puts on fabulous dinners there once a month. (You can read more about Bruce Paton’s unique meals at www.beer-chef.com. )
You want the “Beer Chef”, you deal with Cathedral Hill. (And yes, we very much wanted his magic. He creates these shockingly-tasty gourmet meals there, with each course matched by a local micro-brew beer instead of boring old wine. It’ll knock your socks off, even if you aren’t well-versed in pilsners, ales and lagers.)
We also started the day off with an afternoon-long brainstorm session in the hotel’s main meeting room. (I’m sure you caught some of the updates on Twitter from the luminaries and stars in attendance.)
… none of us had ever stayed at the hotel.
And while it has a storied past (well-chronicled in San Francisco lore), it has, alas, fallen on hard times.
Culminating in being bought out a short time ago and scheduled for the wrecking ball.
We made the most of it. The stories and jokes we all shared about our rooms and experiences in the hotel are howlingly funny…
… but still, as a “product”, there’s no getting around the fact that the building was in serious disrepair.
Sort of like a once-beautiful lady who has fallen on hard times, and ended up sacked-out in a filthy alley, soused with cheap booze and a reputation heading south at light speed.
The price was actually a red flag: You cannot stay in the city, in a decent room, for anywhere near the rate Cathedral Hill was asking.
Kind of like seeing an ad for a luxury Caribbean Cruise in the paper for five bucks. It sort of sets off your early-warning alarm. (Five bucks and your kidney, maybe.)
So… while no one got robbed, or found a dead hooker in their room… Read more…
Can you do me a favor?
Actually, two favors:
1. Just forgive me for not paying close attention to this blog over the next week or so.
2. Please hop over to www.simplewritingsystem.com/blog/ and indulge yourself.
Am I forgiven?
I’ll be back here with a vengence soon enough.
Right now, however…
… we’re launching the Simple Writing System, and it’s taking all my time.
No, seriously, I mean ALL my time.
I haven’t slept much this week… and when I do, I’m dreaming about the damn launch.
I was going to give you a blow-by-blow, “behind the scenes” commentary on the process in this blog…
… but it turns out I was deluded.
Launches are consuming events. Especially when — like us — you defy the standard “rules” and just boldly march into the process with as little preparation as possible.
Gotta love the entrepreneur spirit. Damn the torpedoes and all that.
The best part of a launch, of course…
… is that it’s over when it’s done. Sort of like a short jail sentence, where you’re chained to your desk… but you get cut loose when the curtain goes up, and all sins are erased.
“Curtain Up” day is coming up fast, too.
And that means the cool, deeply insightful webinar/interviews on the SWS blog go away, too. Not gonna leave ’em up for very long.
You definitely need to see them. We just posted Mike Filsaime, who revealed (for the FIRST time ever) his private mentoring notes from his intense learning days as a salesman…
… and Rich Schefren, who allowed me to expose all his secrets about making mere blog posts bring in massive fortunes (shocking revelation, by the way)…
… and Eben Pagan, who just unloaded on the specifics of his million-dollar marketing tactics (especially how he wrote to sell and influence so successfully)…
… and Frank Kern, who… well, who was so totally Frank in this interview, that I may bottle his webinar and turn it into rocket fuel.
These things are crammed with risky, maddeningly real-world revelations and insight these guys have rarely (if ever — Mike’s salesmanship notes, for example, are a total exclusive) shared in public.
I grilled ’em.
Now you get to feast.
… again, I’m gonna be a ghost here on this blog. But only for a few more days… while I concentrate on the Simple Writing System blog.
Lots of great stuff posted over there, and more coming.
Go check it out.
As always, your comments are welcome, helpful and encouraged.
Back to the grind…
“What’s keeping YOU up at night?”
Quick post here, I swear.
I have a small problem…
… and I could sure use your help.
It’ll take you, like, two minutes or so.
And yet… it will be of tremendous value to me. If I’ve ever given you something of value before — a piece of advice, a tip, a hint on direction, a good belly laugh, whatever — then I’m calling in the chit.
I want you to comment here.
Here’s what’s up: Among smart marketers — those who have their money-making act together — my core message is a well-known commodity.
“Nothing good will ever happen in your biz… until the copy gets written. And… the best person to write the most important stuff… is you.”
This message is unquestioned among the top marketers I hang out with.
They even eagerly tell anyone who will listen, to listen to me.
Many of the best (like Eben Pagan, Frank Kern, Rich Schefren and others) almost never talk about copy without mentioning my impact on their own learning curves… and they help spread the message.
The heavy hitters all know — without a shred of doubt — that copywriting is the foundation of all things profitable in business.
But here’s the rub: Outside that group of “in-the-know” marketers…
… I often run into a brick wall trying to get entrepreneurs and biz owners to truly understand the importance of writing.
I feel like the first guy to see the aliens land in a sci-fi movie… and the townspeople all ignore my dire warnings of Armegeddon. They smile and nod, and agree that it certainly WOULD be nasty-bad if evil aliens were coming, but…
And their minds wander off in total distraction.
If you’re in business…
… and you’re ignoring the role of great copy in your quest for success and wealth (and your need to learn HOW to write that great copy)…
… then, like the oblivious townsfolk, you’re risking becoming TOAST.
Especially in the economic melt-down happening now.
It’s really pretty simple: Those who know how to write killer ads, emails, video scripts and everything else…
… are going to thrive.
And those who don’t…
… well, it ain’t pretty.
And that’s my dilemna: I’m very good at reaching the “insiders” in business. They immediately “get” how critical and how totally cool it is to know how to write sales copy.
As for the people who are “un-initiated” in direct response?
Not so much.
The message seems to take a while to sink in.
So here’s what I would love to hear from you: What is your NUMBER ONE problem with writing ads right now?
Are you frustrated with the process of trying to write? Do you see it as hard work or — worse — as a big voodoo mystery you’ll never figure out?
Do you avoid learning the essentials of writing for any conscious reason? Or is there something personally difficult about writing that makes you just want to skip the whole concept?
I am seriously looking for input here.
If you’re an entrepreneur… or small biz owner… or even a rookie… and you don’t know how to write what you need written…
… could you please look inside your own brain…
… and honestly share with me what the problem is? What is your Number One constraint holding you back from digging into this skill?
I’d appreciate it.
Thanks, in advance.
Hey — let’s make it a little contest.
The person who most succinctly and clearly helps me see what I’m missing here…
… will win a free copy of the freshly updated “Kick-Ass Copywriting Secrets of a Marketing Rebel” — the course that launched so many of the online marketers now dominating the virtual landscape.
Does that make it worth your time to look inside… and give me some insight as to why it’s so hard to break through the resistance so many people have on this mega-important subject?
C’mon. It’ll take you a couple of minutes. You may even learn something about yourself.
… if you’re already writing your own stuff, successfully… you can get in the competition, too.
Just remember back to what held you up from getting started learning the skill.
What was your biggest obstacle? The cost of getting help? Not knowing where to turn or who to trust? Not having the time? What?
Let’s give it until Monday to decide on the winner, what do you say?
The competition begins now…