“My social life’s a dud, my name is really Mud…” (“Talk Talk”, Music Machine)
Quick story: If you’re in business, you’ve got problems.
Problems are just front-loaded into the game.
Sales surge, then disappear.
Results vary, seemingly at random.
Once-reliable resources flake out, easy gigs turns into time-sucking nightmares, and things can just go south without warning.
Shit has a tendency to hit the fan.
Entrepreneurs love the freedom of owning our own biz, but when problems hold us back and relentlessly harsh our mood…
… it ain’t fun no more.
Well, guess what?
Savvy biz owners and professional copywriters
have a secret weapon.
It’s called “getting some freaking help when needed.”
Or, in more polite terms, “tapping into the solutions, resources and brilliance of a trusted network”.
You know. The almost voodoo-like magic of being in a high-end mastermind.
If you’re here via the EOFire interview with me that was just published…
Let me introduce this blog to you, briefly.
First: We’ve got a sizzling (and free) “Simple Writing System Express Course” going on right now at www.simplewritingsystem.com …
… where you can score some real marketing skills in just a few minutes.
The lessons are available right now, and it goes quick. It’s also solid fun, if you’re in any kind of business that requires killer marketing tactics to bring in the Big Bucks.
You’ll enjoy this… and the new skills you discover will transform your ability to turn prospects into customers.
Next: There’s a nice “If You’re New To The Blog” post just to your right, in the right-hand column… just click on it to bring up a quick post explaining everything.
There are some 13 years worth of FREE archives here, accessible in the lower part of the right hand column by year. Yes, this is one of the very first marketing and business blogs, and it’s been a regular stop for top entrepreneurs, copywriters and lovers of outrageously successful advice since it debuted in 2004.
In these archives, you will find a vast library of specific tactics, strategies, philosophy and direction on running a successful biz and living life well. All written by me (with two or three exceptions, when I asked colleagues to post something important). All revealing the really good stuff from my 30-year career as an “A List” copywriter, business consultant, marketing guru, and all-around bon vivant.
Dive in anywhere you like. There are tags and categories on each post… or, you can just browse.
You can get a mini-MBA education right here, straight from the street-savvy secrets I share here. All tested and proven in the brutal and unforgiving real world.
I’ve also targeted a few “must read” posts you might want to start with, from the archives.
Also in the right hand column, you can browse through the courses, books and consulting offers I keep current. Just click on any icon for more info.
… you can sign up to get email alerts when I post something new, up in the top of the right hand column. You’ll also get a cool free report.
I’m not everyone’s cup of tea. I’m sometimes crude, but always honest…
… and everything I share comes from my personal experience in the biz world. Where I established a pretty nice reputation as a copywriter to be followed, a consultant to seek out, and a speaker who blows the roof off the joint on stages worldwide.
I hope you’re the type who appreciates solid, reality-checked insight to creating, maintaining and nurturing solid business models. From creating killer products, to advertising effectively (which most marketers do NOT), to putting the pedal to the metal on living large and raking in the Big Bucks.
Because… if you ARE this type of entrepreneur or biz owner… then you’ve just stumbled on a true treasure trove of exciting, relevant and useable advice.
Go on, dive in.
Love to hear what you think, in the comments. I’m always hovering, personally answering comments and inviting others to join the threads.
P.S. If you’re interested in a good place to start, I suggest the first course I created…
… a primer on becoming a true “insider” in the advertising and marketing world called “Kickass Copywriting Secrets of a Marketing Rebel”.
Dog-eared copies of this course (it’s not digital, and will be rush shipped to you when you purchase it) sit on the desks of famous, notorious and wealthy entrepreneurs, copywriters and marketers all over the world. Just check out the testimonials to see how others have put it to immediate use.
Grab your copy here.
Tuesday, 2:08 a.m.
“Is there gas in the car? Yeah, there’s gas in the car…” (Steely Dan, “Kid Charlemagne”)
Those of you in the loop know we’re re-launching the coaching program of the Simple Writing System again… starting with the free “Express Course” first lesson all this week. (Go here to jump in on that killer experience.)
We rarely offer this hand-holding, personalized, one-on-one mentoring (by coaches who are also successful copywriters). The last session was a year ago.
No idea when another session will come around… if it even does.
We take this one program at a time. It’s notorious among marketing insiders, because of how effectively we’re able to transform almost anyone into a sales-message-producing machine… quickly and efficiently. (Literally thousands have been through the system already.) It’s life-changing, and business-changing mojo…
… and that’s why the top marketers in the game have demanded that the folks in their organization responsible for marketing TAKE this course.
The personalized coaching in the SWS is extremely interactive. Perfect for anyone who knows that hands-on mentoring is the best way to learn the simplest possible system (crammed with short-cuts) for creating all the sales messages needed for a profitable business…
… including all your ads, websites, video scripts, emails, AdWords, blogs and other social media broadsides…
… everything that pumps eager prospects into your Sales Funnel.
So you can close the heck out them. And get filthy rich and deliriously happy, and become the most successful entrepreneur or biz owner possible… because without killer, persuasive copy, you’re not going to find, nor close very many prospects.
Most marketers wander through the wasteland of Bad Business Practices their entire career…
… and never figure out how to SELL anything.
So, no matter how totally hot and good and righteous your product or service might be…
… you still struggle. Or go under.
ALL the top marketers you know about, online and offline, know how to write their own sales messages.
And when it’s really, really, really freaking important that it gets done right…
… they almost always actually DO it themselves.
Now, yeah, sure, they also hire out some of the writing, too. But not because they are clueless about what needs to go into a killer sales message.
In fact, the top guys are the WORST clients a freelancer can have. Because you can’t bullshit them. They know EXACTLY what a good ad looks like.
The really good marketers are armed to the teeth with salesmanship chops. A freelance copywriter cannot lollygag around with those guys, or he’ll get thrown to the dogs. He’s got to deliver the best work possible, because the client who understands what great ad copy looks like will not accept mediocre crap.
You know what the BEST client is for a freelance copywriter?
It’s the fool who hasn’t got Clue One about what goes into a decent sales message.
The freelancer can toss off the laziest piece of garbage possible… something that barely resembles advertising… and still collect his fee.
And when it fails and dies a horrible death? Well, who’s to say why it happened.
The clueless client sure doesn’t know.
And consider this: Say you somehow manage to hire the most promising copywriter in the universe to come work for you.
Exclusively. He becomes a member of your team. And you teach him all the secrets of your biz, right down to the specs of your product.
I’ve seen this soap opera go down often.
Here’s how it plays out: Once that brilliant young writer gets some experience with you… and learns all your secrets…
… yep. He leaves.
And either starts working for the competition…
… or BECOMES your competition.
And let’s see. Hmmm. You had the biz first. It was your baby. Your product.
But he knows how to create the sales messages that sell it. And you just taught him all your secrets.
Who do you think wins in that match-up?
People… you MUST learn how to create a decent sales message, if you are to survive and prosper in business today.
Otherwise… you’re toast.
And this is why we’re hauling out the Simple Writing System personalized, one-on-one coaching program again. The very deep, yet easily-understood online quick-learning program where recognized, veteran, professional copywriting experts personally coach you through the SWS. Which will finally trick your brain into being able to create killer, persuasive ads and marketing materials…
… whenever you need them.
Is this program for you?
Here’s a simple way to find out: Go here and watch this FREE video. (It’s just me on the video, explaining the details of the Simple Writing System, plus the beginning FREE lessons to you, and it’s not outrageously long. Just the facts.)
This first video (and the couple that follow) is a great “first taste” of what’s in store for you when you follow through. And, these first videos are free. My gift to you — real, honest, simple tactics you can use immediately to create your first killer ad. All on your lonesome, just with a little coaching from me.
Big Bonus: I’ve corralled my closest colleagues into helping out, too… which means you could get personal, interactive feedback from A-List writers like David Garfinkel, Harlan Kilstein, Mike Morgan, Lorrie Morgan-Ferrero, Jim Curley, David Deutsch and others. For FREE. Just by jumping on this opportunity. (A point I can’t make enough: The last time we offered this was a year ago… and before that, several years passed without offering it at all. This is a very RARE opportunity… and it’ll pass quickly.)
Soon — if you join us — you’ll get the full story… how you can go through the ENTIRE program at your own pace, on your own schedule… and have a veteran copywriter watching your back the entire way, with personal advice and coaching. And no one is “too busy” to take this course right now — jettisoning a single TV program you watch each week, for a few weeks, is more than enough “found time” to do everything.
And when you come out the other side of this coaching… you’ll have finally learned how to create, from scratch, all the ads and marketing materials you will ever need. The stuff that sells, and pumps up your bottom line, and brings you massive success on a silver platter.
Are you ready for a ride that can change your life forever?
We’re gunning the engine, holding the door open for you…
… but you gotta take that first step on your own. Start here.
It’s more fun around crazy writers who know how teach you the secrets of excellent salesmanship…
… and it’s time you got started on your exciting new life, isn’t it?
P.S. I almost forgot…
… you can only watch this video for the next week or so.
This new SWS sessions starts very soon. (No, you do not need to “plan” or “prepare” to get involved — you can really can go through the entire program in your spare time, at your own pace… and still get all the personalized coaching from your teacher you need.)
So you need to get over here now… while we’re still accepting students.
I have no idea if we’ll offer another SWS session ever again. It’s been over a year since the last one — it is VERY hard to corral top writers like this.
So take nothing for granted here. Go watch my video now…
“I read the news today, oh boy…” (Lennon, “A Day In The Life”)
One of my favorite quotes from Gary Halbert: “There is nothing that cannot be accomplished by a man who refuses to face reality.”
You laugh, but he was dead serious. One of the reasons we became fast friends was our mutual outlook on life – whenever reality was inconvenient to our goals, we just ignored the facts, lowered our head, and bulled forward.
That photo, above, is me in high school (from the yearbook). I loved basketball, and was good enough to become the captain of the “B” squad my junior year…
… however, as should be evident in this photo, I ran into a brick wall trying out for the varsity a year later.
The guy guarding me as I took that jumper is taller than me by a foot. I was the smallest guy on the squad…
… and really, at some point a caring coach probably should have taken me aside and said “John, I know you love the game… but look at your family. No one is taller than 5’10”, and basketball is a sport for tall folks. You’re not going to magically grow into the size they want on the varsity team…”
I wouldn’t have listened, anyway. I’m like a Jack Russell terrier – a big dog trapped in a small dog’s body. Eventually, in sports, my poor eyesight and lack of height stopped me…
… but I had fun for a couple of years in the meantime.
Later on, as I was gathering my courage to try copywriting, an actual professional copywriter earnestly informed me that I should not even try.
“It’s too hard,” she said. “You’ll never be a pro writer.”
That was, of course, the BEST thing she could have ever told me. I doubt I could have survived the first years without that internal motivation of needing to prove her wrong.
I call it “negative motivation”… and it’s actually one of the most powerful forces available for getting stuff done. I never saw her again, and don’t even remember her name…
… so it wasn’t a need to flaunt my success in her face. It was all internal for me – I used her as the “face” of the obstacles in front of me, and I even laughed when I later realized I was in a position to tell her “Fuck you, I made it anyway.”
Yes, my internal ego is an immature twerp sometimes. Chip on the shoulder, snarling underdog attitude, and an almost stupidly-aggressive and irrational refusal to face reality.
I am so grateful for it, too.
(By the way… I nailed that shot in the photo, above… and ended up with 20 points while also hitting the winning basket. Easily my finest moment in a futile, doomed effort to be a “real” basketball player. A has-been at 16.)
You do not need to be a belligerent rebel to be a good entrepreneur…
… but it can help sometimes.
Certainly, given the choice of sitting down to dinner with the business types in suits, who are uber-polite and careful in their conversations…
… or the rowdy crowd of rule-breaking ne’er-do-well whack job entrepreneurs who may easily get kicked OUT of the restaurant….
… well, you know which one I’d pick.
I was Halbert’s sidekick for a very long time, and one of the most enjoyable parts of the gig wasRead more…
“But it’s all right… in fact it’s a gas…” (The Stones, “Jumpin’ Jack Flash“)
It’s time for another orgy of graduation rites across the land…
… and, in honor of it all, I am re-posting my now globally-notorious big damn rant on the subject. This was one of the more popular posts I’ve ever written, so it deserves an annual rediscovery.
So, without further ado… here’s the annual redux of that post:
Nobody’s ever asked me to give the commencement speech for a graduating class.
That’s probably a good thing. I’m pretty pissed off at the education system these days, and I might cause a small riot with the rant I’d surely deliver.
See, I have a university “education”. A BA in psychology. (The BA stands for, I believe, “bullshit amassed”.) I earned it several decades ago…
… and while I had a good time in college (height of the sex revolution, you know, with a soundtrack that is now called “classic rock”), made some lifelong friends, and got a good look at higher learning from the inside…
… that degree provided zilch preparation for the real world. Didn’t beef me up for any job, didn’t give me insight to how things worked, didn’t do squat for me as an adult.
I waltzed off-campus and straight into the teeth of the worst recession since the Great Depression (offering us Nixon’s wage-freeze, record unemployment, an oil embargo, and near-total economic turmoil)…
… so, hey, I should have a little empathy for today’s grads, right?
While today’s graduates are facing similar grim economic times, there’s been a significant change in the concept behind a college education. Somehow, over the years, a bizarre mantra has taken hold in kids minds:
“Get a degree, and it’s a ticket to the Good Life.”
A job is expected to be offered to you before the ink is dry on your diploma.
And it really, really matters WHICH school you get that diploma from.
You know what I say?
Bullshit. Okay, maybe if you go to Yale or Harvard, you can make the connections on Wall Street and in Washington to get your game on. Maybe. (More likely, those connections are already available, if you’re gonna get ’em, through family bloodlines… and the Ivy’s are just playing up their famous track records in a classic sleight-of-hand.)
Put aside the advancement opportunities offered to spawn of the oligarchy, though… Read more…
“Don’t let me be misunderstood.” (The Animals, #15 on Billboard, 1965)
I’ve resurrected another gem from the archives… just because it’s so freakin’ good. Many of the lessons I try to deliver in this blog need to be delivered over and over (the only guaranteed way to finally learn anything in life), and once I nail it, there’s no sense rewriting it.
The clarity I try to achieve below is a solid step toward leading a more examined life… which all great marketers strive to do. There are stages to this if you’ve hit adulthood and continue to labor under false assumptions and bad belief systems. The worst is thinking that what you believe must be true, because you’ve believed it for so long.
This kind of circular cognitive dissonance can hold you up for decades (or even forever)… because our very human minds are hard-wired to listen to our intuition, no matter how often it’s proven wrong or screws up our lives.
We’re stubborn beasts. As a civilian, you just go enjoy your bad self with your silly notions and absurd assumptions. I’d prefer that you not vote, but it’s a free country.
However, as a marketer who desires wealth and recognition and lasting success… you cannot rely on the flawed default settings in your brain. If you haven’t been constantly giving yourself vicious Reality Checks over your career, you’re risking being stuck in a non-productive zone where competitors will fly past you, and customers flee.
I, personally, am very hard on myself. Very, very hard.
My transformation into a real professional meant climbing out of a slacker lifestyle where I got away with laziness, unreliability, and a self-destructive refusal to change… Read more…
“I’ll have what she’s having…” (When Harry Met Sally)
I figured I’d end the year in a ball of fire, and just lay it out for you here.
If you tried, really really hard, and weren’t successful last year…
… it was probably mostly your own damn fault.
Yeah, sure, the economy sucked, politicians were mean, your prospects are all screamin’ idiots, and God had it out for you. All totally excellent excuses for having a crummy bottom line again.
It’s not your fault. It can’t be your fault. That… that’s just…
… that’s just completely unacceptable that it might be your fault.
And, hey, maybe you did piss off the universe, and spooky forces beyond your control mucked things up so you had a bad year.
I believe you. I really do.
After you’ve been around the block a few times in life, you start to notice some very interesting things about success.
And the big realization, I’d have to say, is that the idea that success is somehow magically bestowed on people in a spontaneous burst of luck and being in the right place/right time…
… is just bullshit.Read more…
Friday, 3:33 pm
“When the world is a monster, ’bout to swallow you whole…” (R.E.M., Can’t Get There From Here)
Quick post today (I promise).
It’s about a HUGE freakin’ disaster lurking behind many entrepreneurs right now…
… like a snarly ugly googly-eyed monster sneaking up on your ass with fangs bared and claws clutching.
Some of you, right now, can feel its hot fetid breath on your neck.
You know what this beast is?
It’s the Great Unknown Future that most marketers are facing right now, as 2011 comes galloping around the corner. And there are no fangs sharper, and no evil hunger more devouring than a recession-addled economy (licking its chops as it creeps up on you).
Now, here’s a free piece of advice from a grizzled veteran of 30 years in the biz world: I’ve successfully navigated at least 3 huge (and at least 3 other less-huge but still extremely painful) recessions since I began my career as a marketing expert.
I’ve done it alone…
… and I’ve done with the help, mentoring, and insight of folks who had been down that road before.
And I gotta tell you: It SUCKS to do it alone.
And having a little solid, experienced help watching your back can almost immediately transform your progress.
In my consulting practice, I see a lot of lonely cowboys wandering the marketing range, trying to figure everything out on the fly. They have no one to shuck and jive with… no one to bounce ideas off of (so they never get honest feedback)…Read more…
“Please allow me to introduce myself…” (Stones, Sympathy For The Devil)
This is one of those lessons that arrived accidentally…
… and I had to stop and ruminate about it for a while before it made sense.
I’m lucky I learned it early, too.
It’s provided me with a home base of sanity when the chaos has reached shuddering crescendos and it was hard to think straight (let alone make snap decisions when crisis loomed).
You may find it obvious.
That’s fine. Just don’t go thinking it’s obvious to the rest of the mean ol’ world out there… cuz it ain’t.
Here’s the story: One of my first jobs working for Gary Halbert was to fly to Detroit… and interview a guy who’d just lost 750 pounds.
Yeah, you read that right.Read more…
San Diego, CA
“If you see my little red rooster, please send him home…” (Howling Wolf, master of innuendo)
I’m actually starting this blog in longhand, sitting in the Southwest terminal in San Diego…
… finally dragging my exhausted butt homeward after logging a full week here putting on the now-fabled Action Seminar.
It was a spectacular success, if you’re keeping score.
We directly challenged every seminar model out there… and delivered two frighteningly-on-target days of specific advice, techniques and life-transforming revelations.
Both the roomful of attendees, and the small army of Big Dog experts we assembled, loved the experience. If you’re following the social media threads of folks like James “Schrak” Schramko, Mary Ellen Tribby, Big Jason Henderson, the Halbert boys, Harlan Kilstein, Brian Johnson, Kevin Rogers, Lorrie Morgan-Ferrero, and the other stellar names who participated…
… then you’re already hip to how the event went.
Shame on you for missing it.
I haven’t got a lot of time here, so I need to focus on what I wanted to share with you here in this post.
There was a ton of practical info for everyone’s “To Do List” at the seminar…
… but there was also a very intriguing element of spirituality, too.
I wasn’t planning to go down that road.
However… Read more…