“Something is happening here, but you don’t know what it is, do you, Mr. Jones…” (Bob Dylan)
Lots of talk about gratitude these days. There are entire movements (run by schmaltzy guru’s in nice suits) centered on getting folks to feel the gratitude, to embrace and become it.
Like it’s magic or something.
Knowing how to appreciate the important stuff in your life is a good thing, of course. Being grateful for what you have should be a daily moment, part of being mindful about what’s going on around you and within you (and around and within those you love, deal with, oppose and haven’t met yet).
Early in my career, while devouring self-help books — I read one Og Mandino for every biz book I read for awhile, just to keep my heart and soul moving forward along with my brain — I even went so far as to acknowledge the non-living things around me.
I would thank a keyboard, for example, for serving me so well when I replaced it. And mean it. Give it a decent burial in the trash, introduce myself to the new keyboard and get back to work.
Same with my shoes, my thrashed car (which needed the encouragement, I can assure you), my favorite pens, and so on. It doesn’t even seem silly now… it makes sense to be mindful of the tools that help us do what we do. Astronauts name their shuttles, sailors name their ships, and I assign my beat-up leather coat a personality.
So I’m an old hand at thanking the universe and the things and people around me as I move along.
But a little perspective, please.
For too many business people, there’s no real thought given to the notion of gratitude.
They act like just saying the word creates a magical forcefield of wonderment and power.
So we get airline flight attendants urgently crooning over the intercom that if there is ANYTHING they can do to make our flight more comfortable, just ask.
Which is, of course, pure bullshit.
The things that would make me more comfy — like more leg room, wider and plusher seats, and maybe a mickey in the drunk’s beer next to me so he’ll shut up — are not within their toolkit.
I mean, a foot massage would be nice, too, but even mentioning it would have the air marshals on your butt in a heartbeat.
So why do they even say it?
Sometimes it’s just habit, from the old scripts they used to read. The job requirements included big smiles, friendly demeanor even in the face of rudeness, and a steady stream of patter to calm folks down while the jet screamed through the heavens eight miles high.
So even in towns like Reno, you still get the pilots schmoozing about “we know you have a choice when you fly”… when we absolutely do NOT.
And every passenger on the plane knows it. If you’re headed anywhere on the beaten track, it’s Southwest or the highway.
And AT&T robots love to drone while you’re on hold, about how grateful they are to have you as a customer. It’s all please and thank you and yes, sir. The gratitude practically drips from the phone…
… but they aren’t grateful enough to hire more operators to handle your complaint.
I mean, c’mon, people. Get real. Those 30-minute hold times are planned…
… to cull the mob down.
Just part of the biz strategy created by evil fuckers with big smiles all bubbly with gratitude for your business.
Yeah, get real.
Which is what I always advise entrepreneurs and biz owners to do when crafting their business plans and operating scripts. Don’t use the drivel doled out by big corporations when you’re creating pitches to your prospect and customer bases.
Get Real Truth #1: Be real, tell the truth, and don’t make promises your ass can’t fulfill.
The worst are businesses that hire some PR firm to write up a “mission statement“. This is all the rage every so often, as the MBA schools recycle old tropes on doing biz. Not understanding what a USP is, and possessing no clue on how to actually deal with a prospect or customer, dazed biz owners will spend a lot of time and money positioning a statement out that is supposed to “define” the “culture” of the joint.
So we get lots of vague “the customer is king” and “you’re the boss” crap… which sounds great, but is just blabbering babble if not put into action.
Just like your old drinking buddy who would swear on his mother’s grave to pay you back for the ten-spot he borrows when he needs it…
… but, of course, has no ability to bring that promise along with him into the future, because he spends every dollar he makes, can’t plan to save his life, and gets offended when you become that asshole who wants his money back.
Being true to your word is a vague concept without real meaning. Stop bugging me, man.
Get Real Truth #2: If you decide you want to shine at customer service, then DO IT.
Don’t talk about it.
Don’t slime me with your bullshit sincerity and grandiose promises.
Just be really fucking good at customer service. The word will get out, trust me.
Think about this, and about your relationship with gratitude.
Yes, you’re VERY thankful to the grubby dude from the garage who drove out to fix your car in the rain. At the time he’s getting things done, and you’re sensing you’re gonna get out of this ordeal after all, you want to hug him. And you say, over and over again, how grateful you are that he exists.
Yeah, yeah, whatever.
You’re not grateful enough to invite him over for Thanksgiving dinner, are you? You gonna help him move to a new apartment next weekend? Go watch the big game with him at the garage?
No, you’re not.
Your main tool is expressing your gratitude, by saying it over and over.
But once you’re off on your way, he’s a distant memory.
A nice twenty buck tip gets oodles more mileage than another heartfelt handshake.
He may even go out of his way to rescue you the next time you run into a tree, remembering how monetarily grateful you were.
On the other hand, he may demure and not come at all, if he’s all creeped out over your slobbering hugs of impotent gratitude.
Get Real Truth #3: Lying is lying.
The small lies in life set up the big ones.
Nobody trusts nobody these days, for good reason — trust is and always has been earned, one act at a time.
You can’t just announce that you’re trustworthy and have it mean anything.
In fact, one of the old street maxims is: Take whatever the guy says, and figure the opposite is true.
In biz, the client who brags about money not being a problem… has a cash flow problem.
The colleague who talks big about trust is screwing your spouse.
The accountant who has a mission statement centered on “serving the client” is embezzling.
The joint is filled with liars.
This means there is always one darn good way to stand out in even the most crowded, cutthroat market out there.
Just be honest, without making a big damn deal about it.
In fact, don’t even bring it up.
Don’t bullshit your audience, and don’t try to front-load your reputation with promises you can’t fulfill.
Your audience will let you know what your “real world” reputation is, soon enough.
Don’t be like that pilot blabbing about choices when there aren’t any. He is announcing to everyone that he is, at best, a mindless corporate shill. And if he wanders into the cabin during the flight and tells you something about not worrying, everything’s just dandy…
… you will be excused if your next act is to look for a parachute.
Get Real Truth #4: Consequences matter.
Stop lying to yourself, to others, and to your business.
Yes, to your business — it may not be a living, breathing thing, but it still operates in the corporeal world, just like the rest of us.
Don’t turn yourself into a lying shit-heel, just because you want to sound all corporate-like.
Real gratitude has teeth, and is connected at the hip with action. Not bluster.
No, really, thanks.
P.S. Make sure you check out all the goodies available on this page. My books and courses make excellent Christmas gifts, you know…
“Tell your mama and your papa, I’m a little schoolboy, too…” (“Good Morning, Little Schoolgirl”, Sonny Boy Williamson)
Eventually, the main concerns of an entrepreneur become:
Concern #1. How does all the hard work fit into a lifestyle you enjoy having?
Nobody minds slaving away in the early stages of a biz adventure, cuz it’s fun.
And nobody wants to get locked into forced labor indefinitely, with no end in sight.
That old “work-life balance” thing can be a pesky bugger.
So this lifestyle stuff quickly becomes something you need to pay serious attention to. It’s interesting that so many “get rich quick” schemes feature (as bait) someone supposedly living a great life, on a beach somewhere, drenched in wealth and sex and fun…
… but the folks who fall for the pitch never quite seem to attain the same action.
That’s because, while it looks easy enough to do, it’s actually a royal bitch to put together a great lifestyle.
You gotta sample lots of things (like, for example: Do you even LIKE the beach?), test out different kinds of fulfillment (a huge mansion isn’t so much fun if you can’t afford to maintain it, or it’s far from your friends and you slowly waste away from loneliness), and figure out what you actually want (pretty Ms Suzy Q, the beauty queen, might turn out to be a nightmare to live with).
The trick to knowing how to set and achieve goals involves much guesswork at first…
… because almost no one really knows what will make them happy, at first.
In fact, I’ve discovered that MOST folks don’t actually want what they achieve, in their first efforts at implementing goal-attaining behavior.
They underestimate income, what makes them happy, and how fulfilled they will be with the first batch of stuff they go after. (I’m certainly in that camp. I was so broke and lost when I discovered the magic of goal-setting-and-attainment, that I was way too modest about moolah, love, and lifestyle. Took me years of attaining and discarding to figure it out.)
It’s a process.
Just like business.
The trick is to start right now, no matter where you’re at in life.
And use critical thinking to examine what you’re after, and what it means to you after you’ve attained it.
And adjust accordingly for the next round of goals.
What? You haven’t signed up for my “11 Really Stupid Blunders You’re Making With Your Biz And Life Right Now” report? You know it’s free right?
Get your actionable free biz advice right here.
Concern #2. Are you maximizing the easier ways to bring in money through multiple streams?
Your cash register should be pounding away even when you’re asleep, on vacation, or missing in action.
But most entrepreneurs and freelancers leave massive piles of moolah on the table, never realizing the potential windfall just itching to fall into their laps.
You’d be shocked to know how many veteran business owners come to me for consulting…
… with a main problem of “not enough sales”…
… who actually just need to implement simple things like a good back-end.
A good back-end is just creating a product or service (or a menu of such) that you immediately offer customers…
… right after they’ve bought whatever you sell that took so much marketing and effort to close.
You spend 90% of your time and marketing money on making that first sale.
Then, you got nothing else to offer?
After earning all that trust, and getting them to open their wallet?
Right when the first sale is made, that wallet is still open, you know.
And the customer is still glowing with his new-found trust in you and your business.
So, you ignore that opportunity?
Stop. Offer him something else. Right away.
It will cost you ZERO in marketing. You simply make the offer, while you’ve still got his attention.
Such a deal.
And then offer him something else, again, throughout your future communications with him.
… most marketers forget to continue communications at all.
Or they’re ridiculously stingy about it (as in, sending out one or two emails a month).
No, no, no. Simple way to double your income next year: Email your happy customers, and your still-doubtful prospects, OFTEN.
At least a couple of times a week.
The most successful marketers I know email their list every freaking day.
And no, it doesn’t alienate their list…
… because they take pains to keep those daily emails interesting and valuable.
Simple ways to keep interested customers buying, over and over, after the initial sale: That’s the key to kicking your bottom line into the stratosphere.
(And that’s just ONE way to maximize profit. For freelance copywriters, for another example, royalties can produce income for years after the work is done. I’m still receiving checks for ads I wrote TWENTY YEARS AGO. And the tactics just go on and on. Not exploring the simple ways of boosting your income is just asking for a lifestyle of relentless hard work and burnout.)
3. When do you decide to chuck the original model, and grow?
To complicate the hell out of everything, bringing in new staff or putting yourself in debt to investors, just because you think that’s how “growth” happens…
… is silly.
When you’re ready to play in the Big Kids’ Sandbox, you often just need a better game plan, higher quality skills, more powerful network connections, and a much, much deeper bag of tricks if you intend to thrive.
Becoming, and remaining, successful is an ongoing process that requires constant vigilance…
… and a commitment to doing what needs to be done to sustain your enthusiasm, your motivation, your ability to “read” your market, and the resources needed to stay relevant and vital.
Think of all this as your “toolkit”.
In there are the tools, tactics, strategies, techniques, skills…
… and the human side of your resources: Your networks, colleagues and mentors you trust to keep you focused on the right goals.
We all need someone to confide in, share ideas with, and confess our fears and troubles to. (I’ll be on the phone today with multiple colleagues, talking shop. And I’ll come away from every single call more energized, bursting with fresh ideas, and full of new tactics to put things into motion.)
After 30+ years in this biz, I’m one phone call away from the best possible answer to EVERY SINGLE QUESTION in business today. That’s a luxury you need to aim for, too. And as it happens, there’s a super easy way to get your network. Find out more right here.
For some, their confidant is a spouse. For others, a biz partner.
For most, though, it often comes down to bringing in outside consultants who can give your situation a cold appraisal…
… and deliver the truth in ways your close friends and lovers may not be able to muster.
The top entrepreneurs all have a bulging toolkit, along with a vast network of human resources they rely on to grow, to recover from failure, and to help keep their eyes on the prize.
Just sayin’… all this is the key to a happy, wealthy life as an entrepreneur.
P.S. You don’t get into the Big Kids’ Sandbox with stuff you learn from a book.
No. You get there by tapping into the experience and savvy of mentors and experts and colleagues willing to share (while you’re building your own foundation of experience).
That’s where knowing where to turn comes in.
It’s good to have a one-stop resource for all the idea vetting, implementation strategies, skill-set expansion, and high-end reality checks you need to goose your mojo (and bring in the Major Bucks).
And remember, you have an excellent one-stop resource like that here, sitting right under your nose…
Las Vegas, NV
“Hey, watch this…” (Famous last words of a drunk redneck)
Quick lesson in competence and incompetence.
Which are about a hair’s width apart in your brain, even if you refuse to admit it.
Here’s the lesson:
Just because you rock at one thing does NOT mean you are competent in everything (or anything) else.
Sounds obvious, right?
Isn’t, to most of your fellow humans.
Examples abound: Doctors (who got through years of freakin’ medical school) are well-known chumps when it comes to financial matters, falling for the worst-designed scams imaginable. High school jocks who figure their on-field athletic skills are preparing them for a wonderful adult life often have a rude awakening headed their way. Marriage counselors (especially the good ones) are typically already divorced a few times.
And entrepreneurs who conquer one marketing medium (say, Clickbank) assume they’re bulletproof…
… and gleefully murder their wealth by cluelessly wandering into a new biz model (where they’re quickly eaten alive).
And yet people never stop assigning all kinds of savvy and skills to experts who have shown absolutely zero competence to support such laurels. (Looking at you, TV political pundits.) (And you, Mr. Marketing Guru with a nice smile but nil real-world experience.)
Why do we do this?
Mostly because we crave real experts, honest heroes, and genuine leaders so much, we’re willing to overlook little things (like reality) and cross our fingers over outcomes.
The alternative is to, you know, become competent yourself and — ick — take responsibility for your decisions and actions.
The very best biz owners are like the best stand-up comics — they become self-aware, know their weak areas, and laugh about them.
And never pretend they’re something they’re not.
I am very, very good at what I’m good at, for example.
And what I’m not good at, I absolutely suck at.
Which is why I surround myself with folks who are good at what I’m not good at.
Your network of pals, colleagues, friendly enemies, experts, and partners should be diverse, self-aware themselves, and deeply experienced. You don’t have to become BFFs with your tech guy, but you do need to “connect” on a real level…
… so your values, ethics, lifestyle preferences and long-term goals are aligned and headed in the same direction. (Not surprisingly, this often does result in lifelong friendships… but it’s incidental.)
This Is Rule #1: Don’t try to “go it alone” for the long run.
The more successful you become, the more you’ll need a network to support you.
And the more successful you DESIRE to become…
… the more your network needs to be truly competent and front-loaded with massive experience (which they’ve learned from, not merely gone through).
Most of the folks you’ll meet in your journey through life will be incompetent at most of what they do.
And oblivious of it.
As an entrepreneur, you are no longer “one of the crowd”.
Your needs change immediately, your exposure to risk skyrockets, and the degree of “adventure” you experience goes off the charts.
If you do it right, that is.
Learn to judge your colleagues by what they do, not what they SAY they’ll do.
Arrogant, cynical braggarts are hiding something.
Shake off your natural inclination to assign competence to them (cuz they’re demanding you do so), and instead, take responsibility for your decisions by knowing your limits, and surrounding yourself with real experts who fill in the gaps.
P.S. Have you ever glanced at the testimonials piled up on Amazon about my book “The Entrepreneur’s Guide To Getting Your Shit Together”?
Some of the most famous folks in marketing and advertising give the book a solid thumb’s up. Looky some of the more recent ones from regular entrepreneurs, too:
“Mongo just pawn in game of life.” (Blazing Saddles.)
A while back, I published a series of posts on Facebook under the theme “How To Win An Argument”.
I started to repost them on FB…
… but then thought: Why not just bundle them up into one blog post?
Plus, include the updated insights (and comments) I’ve had since then.
What a great idea!
Below is a mildly-edited collection of that series on winning an argument. I didn’t save the dozens and dozens of comments from the first time I ran the series on Facebook…
… and that’s a shame, because it was a great thread, full of other lessons.
For example: The easiest way to get a whole bunch of folks frothing is to talk about (a) sex, or (b) their belief systems.
They go nuts when you challenge their crusted-over, nailed-down-tight beliefs on how things ought to be.
As you’ll see below, I just laid out my views on how to handle people who want to argue and how to define “winning” for yourself…
… and that just pissed off some folks.
Even discussing arguing inflamed their knee-jerk need to argue.
They argued about arguing.
They just refused to accept my premise that most folks see arguing as a form of fisticuffs, with only winners and losers.
It’s humorous, ironic, and illustrative of how whacko (and vindictive) human beings can be.
Also, as a marketer, it’s informative — especially if you want or need to introduce some form of argument or alternative view into your advertising.
And, yes, this entire series is very much aimed at marketers.
Great ads seldom argue, though they may be pushing buttons right and left. The psychology is subtle, but awesome.
Just remember: For most folks, arguing isn’t about persuading. And that’s just a waste of time.
So, without further ado, here’s that series. Love to hear your comments… even if you wanna argue:
How To Win An Argument, Step 1: The primary rule is simple — never argue back, when your goal is persuasion.
No one, in the history of humankind, has ever changed their mind because of an argument.
When cornered (logically or physically), humans dig in and will sacrifice wealth, health and dignity before admitting they’re wrong.
They WILL occasionally change their minds, if they’re just plain wrong…
… but not because you demolished their belief system with crap like logic and debate moves.
They change because of an internal epiphany that is akin to death/rebirth.
As in, waking up in the middle of the night realizing what a doofus they’ve been, defending the undefendable. The cognitive dissonance just catches up with you, and you no longer want to expend energy
So, Rule #1: If you want to “win”, never engage in an argument.
[My comment, mid-way through the fray in the Facebook comment section, after being lectured by some rage-a-holics on how to properly (and sometimes physically) demolish a debate opponent:
“Interesting that several comments here reveal a complete misunderstanding of how to WIN an argument — not just humiliate your opponent (and create a new enemy).”
“It’s a big difference. I guess this little tutorial is needed, badly. Negotiation and persuasion are NOT part of our default equipment, folks.”]
How To Win An Argument, Step 2: Now you need to DEFINE what “win” means to you.
Is it to persuade the person you’re up against? That’s gonna require some deft moves (which we’ll discuss later).
Often, however, there may be an audience you want to persuade — so you’re actually playing to the crowd. (Give your opponent enough rope to hang himself, in that situation, to win the meta-discussion.)
Or, you may be genuinely interested in other points of view (or acquiring intel on how the opposition operates).
Traditional, undisciplined arguing is just a shouting match with childish rules (first one to cry or leave flustered loses). The goal isn’t to persuade, but to spill blood either emotionally, intellectually or physically.
And no one’s mind is changed.
Not engaging the argument doesn’t necessarily mean splitting, though.
You just need to clearly understand WHY you’re in this situation, and WHAT you want out of it.
This simple moment of defining your goal will help you with every single subsequent decision. (“Art Of War” aficionados — and chess players — will happily lose every single battle up to the last one, for the victory. But you need to know what “victory” means for you. Being stubborn — the first clue you’re dealing with a rookie — may win the immediate round, but ruin all future moves.)
[My comments in the fray for Step 2, after being mocked for bringing up the book “Art Of War” (an ancient Chinese treatise on conducting warfare to win):
“Once you get your Zen game on, coming up against someone who uses stubbornness as their main tactic will become a moment of joy (and easy, quick victory).”
“BTW: If just shutting him up is your goal, mockery works best. I don’t recommend this, cuz it can lead to fisticuffs. You ‘win’ by shutting him down, but ‘lose’ by having your teeth knocked out.”
“Mockery works as a reframing tool — you discern the ape-brain fear behind his anger, and turn the conversation on that. The focus instantly becomes his fear and his reaction to being mocked over it. Few humans can avoid sputtering and regressing to infantile states when their deepest shame is publicly ridiculed. Very, very dirty trick, and probably you deserve whatever happens next if you use it.”
“Important: Being ‘armed’ with tactics that win without persuading is a huge responsibility. It’s like becoming skilled at martial arts, and you ARE responsible for the consequences of superior firepower. This is why knowing your goal is so critical.”
“Don’t get distracted by recent situations you’ve been in, guys. This is all pretty simple — for an easier life, and better marketing tactics, don’t argue…
… and get clear on what you consider a ‘win’. It can be win-win, win-lose, or no-play (or any of many other results). The keys are (a) to be conscious, not get sucked into mindless time/energy-wasting exercises in futility, and (b) to further your own goals.”]
How To Win An Argument, Final Step: Okay, you realize that arguing isn’t persuasion, and you’ve defined what you want out of the situation. This is equal to (a) a reality check (so you stop doing what doesn’t work)…
… and (b) goal setting — the fundamentals of growth.
Next, you use the tools that DO work — which just happen to be the same tools great salesmen use to persuade skeptics to buy.
You disarm anger, reframe the context (so you’re not wallowing in the stuck-in-one-place psychological wastelands that stubborn people like to fight in)…
… and “come in through a side door” (as old school salesmen like to say).
You don’t engage head-on, you ignore irrationality, and because you’re so clear on your goal, you take your ego out of it.
Use the old improvisational theater tactic of never being negative yourself: Say “Yes, AND…” while relentlessly moving things toward the discussion you actually want to have.
(That improv trick keeps live, unrehearsed comedy sessions from ending in a sputtering mess. If your partner says, “Oh, look — a UFO just landed”, you don’t say “I don’t see anything. What the fuck are you talking about?”… because by responding that way, the improv ship has crashed. You’ve killed the session, leaving both of you with no place to go. The correct response is “Yes, and look who’s getting out — it’s your grandma and dog Manfred!” or something that keeps the flow going, allowing both of you to remain engaged.)
If you’ve ever been in the presence of a master negotiator, break down what happened.
Probably: Resistance was soothed, bonding occurred, and you likely found yourself moving off your position and agreeing with him…
… even if you began on opposite sides.
In short… you “win” an argument by reframing what “win” means, so that you exit the nobody-wins context of belligerence (keeping your ego out of it), using your salesmanship chops to find common ground, bond, navigate the mostly-unconscious landscape of your opponent (to avoid hot buttons while simultaneously teasing his positive emotional needs)…
… while relentlessly and patiently move toward your goal (whatever that is).
This is why great salesmen live better lives. They understand human behavior, so they always know what’s “really” going on, and they have skills to consciously persuade or redirect even irrational, emotionally-discordant folks to a better place. Where good things can occur.
At the very worst, you will never feel the angst of having gone through a useless shouting match (cuz you have self-permission to disengage at any time, since a “win” for you should include not feeling your blood pressure go up a single notch).
And by realizing that a classic argument is almost never about what it looks like it’s about on the surface, you can control where the situation ends up.
So, take your ego out of it, define your desired results in terms of reality, and be a good salesman.
You can disagree with me on any or all of these points.
Just know that this is insider tips from a veteran sales pro who learned it all the hard way, and honed the skill of persuasion in the front trenches of the real world. My client list has included some of the most stubborn and argumentative bastards to ever walk the earth.
Learning to wrangle them to where I needed conversations to go was essential, and these lessons saved my butt many times.
Love to hear your take on the matter, of course, in the comments section below.
P.S. Have you ever wondered what it would be like to be personally mentored by me?
I take on a few folks every so often for mentoring through private phone calls (or Skype). It’s pretty stunning how quickly you can move up a few notches in your field by having all your questions answered and your biggest problems solved. It happens fast.
Best place to find out if one the 3 simple mentoring opportunities I offer might be right for you…
… is right here: www.carltoncoaching.com.
Go check it out.
And while you’re readying…
… imagine what your life might be like with a guy like me on your side…
“Just move on up now…” (Curtis Mayfield)
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.
 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…
… without radically changing who you are or what you offer.
The more experienced and successful the consultant, the greater the shift you can expect from following their advice.
And the bigger the bargain for the small investment you make by tapping into that experience and success.
The world of business is roiling with ways your product or service can be ambushed, sucker-punched and even crushed…
… by market forces, shoddy previous advice from questionable sources, and your own gaps in skills or tools to deal with it all.
No matter how brilliant you are, and no matter how much success you were enjoying at one time…
… if the game has changed on you, and you’re struggling, your best first move will be to get help.
Serious, experienced, proven professional-level help.
Step Three: Not only is there no “shame” in bringing in hired guns…
… it’s exactly what the best and most successful marketers do all the time.
In fact, it’s often the most important resource they have, and they never make a move without consulting with the experts they trust.
I’ve been the “expert of choice” for a great number of successful entrepreneurs and small biz owners for three decades now. From my vast experience in the front trenches of the marketing world…
… I know where the most common problems are hiding, and how to fix them fast and simply.
I have yet to meet a business problem I can’t solve, using the deep toolkit of tactics and techniques for creating killer sales funnels I’ve developed while working successfully in nearly every situation a modern business can encounter.
In an hour on the phone, I can go over your current marketing in astonishingly deep detail – including copy, websites, and sales funnels.
You can easily come away from this single hour with hot new headlines and sales angles you hadn’t thought of… fresh ways to make your website more user-friendly, so it brings in more sales… and fixes to your overall process that is killing sales.
We can go as specific as you want to go… or we can look at the “big picture”, helping you deal with growing your biz, encountering new markets and competition, and adapting to changing conditions.
We get a TREMENDOUS amount done in these hours. For example, we can dedicate the time to finding solutions to specific problems you have…
… or we can explore, in great detail, your entire sales funnel (looking for leaks, sales-murdering problems, and other things you’re too close to the situation to see yourself) and come up with workable solutions…
… or we can critique and fix copy (for your webpage, emails, ads, VSLs, whatever marketing you’ve got copy for)…
… or just dive into your business and help you get clear on the Big Picture (how you fit in your niche, against competition, the changing market, and advancing technology)… so you can get moving more quickly, with more confidence and more proven info on your side.
It’s your hour, to use as you please. I am at your service, completely committed to solving every problem you bring up with all the tools and experience I have.
Step Four: So, whatever your burning need is…
… from getting immediate help with a specific set of problems, or getting long-term advice on grand new ventures…
… I can help you. And if you’ve read this far, you are very likely in a position to profit from allowing me to do that.
It’s time for you to move up a level.
A single hour session with me, personally, is just $2,500.
Here’s what to do now:
Just email Anne at firstname.lastname@example.org, write “Consult with John” in the subject line…
… and answer these four quick questions:
1. What general market are you in… how long have you been in business… and what products or services do you offer?
2. What website URLs are you currently hosting for your business… and approximately how much are you grossing now, and how much have you grossed at the highest point in your marketing efforts? (This information is completely confidential… and if you’re squeamish about stating specific figures, you can just say whether you’re grossing more-than or less-than a certain figure. Whatever makes you feel more confident in sharing.)
3. Have you ever worked with a professional copywriter before? Have you ever consulted with a professional before?
4. Finally, what do you feel are your biggest advertising problems right now?
Either Anne or I will get back to you quickly. And we’ll schedule the call, if I feel I can help you.
I book up fast, because I only take a couple of clients on each month.
So, if you’re at all interested in getting direct, personalized advice and insight from me on your biz, career, and specific situation…
… please jump on this right now. This time of year always clogs up quickly.
It’s the best next step you could ever take in your quest for wealth and happiness.
Saturday, 2:05 pm
“Hey, you bastards, I’m still here!” (Steve McQueen as Papillon, floating away to freedom…)
I’m re-publishing — for what has become a very popular annual tradition on this blog — one of the more influential posts I’ve ever written.
It’s a good one, worth rereading even if you’ve 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 seen this post before… it’s worth another look.
Especially now, as you gaze down the yawning gullet of 2018, trying to wrap your brain around a plan to make the year your bitch.
“Now I’m sitting here, sipping at my ice cold beer, lazing on a sunny afternoooooooon…” (The Kinks, “Sunny Afternoon”)
File this little piece of consulting advice under the “WTF Were You Thinking?” Department: I frequently encounter entrepreneurs (usually the struggling kind) who confuse “working” with activity.
When they finish a project, for example, the sudden evidence of fresh free time startles them — somehow, inside their head, they feel they “should” be devoting every waking moment to the gig.
So they dive immediately into the next job.
This is so wrong.
You’re not a machine.
You need downtime, and lots of it — that’s where the creative process flourishes, and your overall energy levels recuperate.
The top performers in all niches jealously guard their free time, and greedily devour it with gusto.
Here’s what they know that you keep forgetting: The harder you work, the more down time you require regeneration and recovery from the stress.
However, (and here’s the real trick), the more PRODUCTIVE you yearn to become…
“Ch-ch-ch-changes, turn and face the strange…” (David Bowie)
Let’s have an uncomfortable discussion, what d’ya say?
Let’s talk about the dirtiest word most adults know: Change.
Here’s the thing about change: Learning how to become a functioning adult is hard, as in requiring every shred of skill, talent, brain power and ability you possess.
And when you “arrive” (however you define it — get a job, get hitched, get pregnant, get out of jail, make a fortune, whatever) you’re kind of exhausted from the effort…
… and you really don’t want to go through all that crap again.
And then the world changes around you.
In our lifetime, that change has been dramatic, jarring, frequent and brutal. Very little of what worked for you even 5 years ago is still viable. The music on the radio sounds like static, people stare at you when you dance, and your job can be done faster and better by machines.
You think I’m talking about the generation just ahead of you, don’t you? All those clueless old fucks slowing you down and mucking up the vibe.
But here’s the truth: No matter how hip you are right now…
“Under my thumb is a squirming dog who just had her day…” (Stones)
I’m republishing this off-beat rant, cuz it’s been one of the most-discussed and helpful posts I’ve written over the years.
And it’s a totally counter-intuitive take on a subject most biz books not only ignore, but aggressively seek to dismiss.
Yet, in my decades of consulting, I see it bubble up in nearly every entrepreneur I meet at some point.
So, enjoy another nugget from the archives:
Do you suffer from the heartbreak of envy?
Are you jealous of friends and colleagues who attain success, while you continue to struggle?
Would you like to learn a simple cure for feeling inferior to others?
Well, then step right up…Read more...
“Nothing is impossible for a man who refuses to listen to reason.” (Gary Halbert)
I learned a lot from Gary Halbert, but the lesson that most affected my life had nothing to do with copywriting.
Rather, it was about living well.
I began my freelance copywriting career back in the “dark ages” of the mid-eighties, when direct response advertising had gone out of fashion and there were just a handful of us “true believers” in the game, devouring the ancient (and often out-of-print) books on advertising while doing the hard work of becoming masters at old school salesmanship…
… so we could relentlessly obliterate our clueless competition in every market we went after.
Have you signed up for “The Pint Of Beer Ad Writing Challenge” yet? Well what the heck are you waiting for? This short crash course shows you how to create a kick-ass ad in the same time it takes you to down an ice-cold beer. Or a piping hot coffee. Your choice. Best of all, it’s completely free. Eat your heart out, A.I!
All the details are right here.
I was fortunate to live in Los Angeles at the time… because multiple large agencies had just opened up branches there and were starved for competent copywriters. I quickly became the guy the creative directors snuck in the back door to do the work their house staff couldn’t pull off (because none of them studied the craft).
Then the large mailers back east caught wind of my work, and I found myself moving in the “A List” crowd of now-legendary copywriters like Gary Bencivenga and Jim Rutz (who I ghost-wrote for).
However, the corporate world bored me to tears.
It was primarily financial and health newsletters with the large mailers, and insurance and equipment sales with the agencies. Yawn.
That’s when I met Gary, at Jay Abraham’s house. He was the most arrogant, vain and outrageous person I’d ever met in the business world…
… and I liked him immediately.Read more...