I’m waiting for my Uber to take me to the Tampa airport at this ungodly hour because when booking my flight home, I obviously was hallucinating or drunk.
New rule for travel: Never, ever, ever book a 6 am flight. Cuz it requires getting up before the roosters, and that is almost never a good idea.
I’ve just spent a week in the Florida panhandle, first visiting my longtime friend Dean Jackson (he of the More Cheese, Less Whiskers podcast)…
… and then attending my colleague Kevin Rogers’ “Copy Chief Live” event.
Where there were raucous times with my other colleagues (like David Deutsch and Lori Haller and Parris Lampopolous and Mike Morgan and many others)…
… plus, as I fully expected and prepared for…
… a TON of fresh insight to living well and happily.
Because that’s what always happens you hang out at rowdy seminars like this. The speakers fill your head with lofty ideas, and your pals re-juice your brain with verve and stories and the sizzling secrets that fuel the best careers out there.
I had a few topics in mind that I wanted to bring up during private conversations, and that’s all the ammo I needed to get things rolling.
In two successive afternoons, for example, apropos of nothing, separate conversations with Dean Jackson and then Aussie James Schramko (who both also spoke at the event)…
… helped me solve two of the biggest problems now facing me in my little biz here.
No, you don’t need to know the particulars. I’ll be writing about them in further posts later on, as things progress beyond the “Holy cow, that’s a great idea!” stage and I start implementing them.
Stay tuned, here in the blog.
But I can assure they are both life-changing.
Cuz that’s what the guys at the top of the food chain in this little niche of the marketing world.
The thing I want to share with you is much more vital to YOUR jouney through life and biz.
Here it is:
Many of the greatest breakthroughs you have will concern “sticking points” that are hampering you reaching the Next Step of your career…
… whatever that Next Step might be.
And I’ve learned over the 40 sometimes-gruesome years of my own career that these sticking points are often…
… just blind spots that you can’t get a bead on.
And yet, just talking about them out loud with your colleagues can jigger loose the solutions.
I always prefer simple, elegant and easy solutions myself…
… and that’s exactly what I often get from hanging out with savvy colleagues.
The simple solutions that zoom me past the sticking points, and get me cooking on high heat again.
I’ve seen entire careers and once-thriving businesses collapse…
… because of problems that were actually easy to solve.
But the owners couldn’t get away from the ruts they’d dug for themselves to see those solutions.
They needed help, and didn’t get it in time.
Unfortunately, this is way too common. So many entrepreneurs and freelancers become too isolated to get the kind of input, advice and brainstorming that are crucial to quickly blowing through trouble.
For me, going to an event is rarely about the actual event.
No. Not by a long shot.
What I’m going for is the pleasure… and the breakthroughs… that come with simply hanging out with colleagues and the fresh wave of new brainiacs that they introduce me to during the event.
That’s the magic, my friend.
Other minds, with all the experience and tactics and breakthroughs they’ve been gathering for their entire careers.
It will blow your mind.
This is why so many top-of-the-game experts still haunt the halls of regular seminars and masterminds.
To get that good stuff that ONLY comes with hanging out with like-minded folks. Away from the bustle and distractions of “normal” biz life.
I just solved two of the biggest sticking points I’ve had for over a year… all in the space of two random conversations with colleagues I trust.
Who were happy to help.
Because I’ve helped them in the past the very same way.
Your network is your greatest resource, and always will be.
Never forget this.
P.S. The next upcoming Platinum mastermind I’ve hosted for over ten years is sold out, I believe. (Each meeting is limited to just a dozen or so people, because we spend so much time brainstorming and solving the problems for EACH attendee during the two-day event.)
However, you may still be able to squeeze into the following meeting, coming up next spring.
If you want to get a taste of what’s in store for you when you make it to one of these breakthrough-triggering meetings, just pop over here.
No obligation, of course, just for looking.
But you may want to check it out quickly, since spots fill up.
“There is nothing that cannot be achieved by a man who refuses to listen to reason” (Gary Halbert)
I was going to slap a quickie book on Amazon for you…
… stuffed with all the advice, shared wisdom, tactics and strange asides I’ve been assaulting folks with lately on my Facebook page.
But then I thought, “screw that”.
Why not just give the book to you here?
And that’s what I’m gonna do.
Hey, it saves me a ton of editing and detail work (which I loathe).
Brain Farts, Psych Insights, Strange Tales
& Goddamn Good Advice
The “bad Uncle” rantings of the most ripped-off and respected copywriter alive.
Table of Contents:
Chapter 1: The Big Damn Jenga Game That Is Your Future
Chapter 2: The 3 Types Of People Who Will Be Fucking With You Your Entire Life
Chapter 3: Respect Brilliance, And Brilliance Will Respect You
Chapter 4: Wait — Does Carlton Still Consult With Regular People?
Chapter 5: No Good Deed Goes Unpunished
Chapter 6: The Genius Of Operation Money$uck
Chapter 7: The Best Way To Learn From Mentors
Chapter 8: What’s Your Excuse?
Chapter 9: The Small Stories That Do The Most Work
Chapter 10: Becoming Mr. Persuasion Expert
Chapter 11: Where To Find The Eternal Truths Of Great Copywriting
Chapter 12: The Simple Tactic That Opens Doors For You Every Time
Bonus Chapter 13: When Logic Sucks
Folks complain to me all the time about the length of many of my posts (especially here in the blog).
Here’s a nice quickie book full of very short chapters...
… all of which nevertheless pack a vicious punch of insight and savvy.
You can read it in 11 minutes, unless you’re a plodding reader (like me). (I like to dawdle along, savoring the writing.)
Anyway, it’s free, so you don’t get a big, deep introduction.
The Big Damn Jenga Game
That Is Your Future
Today’s Brain Fart Lesson: We all get lost sometimes.
The longer you live, the more it happens.
Even after you’ve succeeded, and nailed down your spot in the hierarchy (whatever it is, biz, family, team), you will never stay in one place.
The universe likes to screw with us, treating our plans and lives like a big Jenga game.
The occasional collapse is inevitable.
So it’s not necessarily a bad thing to wake up one day and realize you’re all lost again. It happens.
The only constant will be yourself, smack in the middle of all the melodrama, tragedy and chaos of a normal life. (You can ramp up the intensity of everything once you become an entrepreneur, too, so be prepared for a more jolting ride.)
Lost, found, lost, found.
For me, a nice Zen approach to the ebbs and flows of life works.
It’s only when you freak out and panic that you get REALLY lost.
Remember who you are, and what you’ve survived… and why you’re here in the first place.
You have a purpose. It will sometimes shimmer just out of easy reach…
… and it will sometimes be in your face, like a flash bulb.
When you’re lost, it’s barely a dot on the horizon, and you’re not sure you even know what it is anymore.
Stay frosty. Keep calm.
No one gets out of here alive, but during the ride (however long or short it is) you’ve got control of the script.
This is what your network is for.
When you’re feeling lost, reach out. Don’t curl up and suck your thumb.
You’re normal. This shit happens. There is a way out (there’s ALWAYS a way around a bad spot…
… even if it’s not the solution you’ve hoped for). If you have medicine to take, take it. If you have to limp back to the beginning and start over, limp back and get going.
The universe, as capricious as it can be at times, respects movement.
Good luck, and carry on.
When you find love, cherish it.
When you stumble into chaos, fight.
Above all, keep moving…
The 3 Types Of People Who Will Be Fucking With You
For Your Entire Life
Dept. of Adventure Junkies United, memo #38: I’ve lived long enough to realize there are basically 3 distinct types of people:
We call that last group “Safes”, meaning they play life safe, seldom straying anywhere near The Edge (and never, if they can help it, peeking over into the abyss).
I don’t have many acquaintances who are Safes. They don’t do well in my world.
I’ve spent most of my youth in the first camp. As kids, we dared Life to actually kill us as we fell out of trees, explored dangerous caves, jumped across roofs and rode bikes at speeds that drove our eyeballs back into our brains.
As a teen, it just got ridiculous. I have yet to see a “kids go crazy” movie that comes close to the wild-ass stunts and death-defying idiocy we performed on a regular basis (and that includes Animal House, Porky’s, Dazed And Confused, and any other one you can name).
And once I reached legal age…
… well, I’m not gonna discuss it here. Let your imagination run wild. It won’t come close to what we pulled off.
However, as I’ve mellowed a bit, I’ve backed off of experiencing adventure first hand. I just don’t heal like I used to.
Plus, it’s now as much fun to kick back and relive those memories with old pals as it was to generate the memories in the first place.
The top writers of the world all fuel their existence with raw adventure while young…
… and then write about it as they totter away from The Edge, glad for the experiences, ecstatic to have survived, and happy to have some pals around to share the tale with.
I feel sorry for the adrenaline junkies I’ve known — those poor souls who live fast, but never seem to have a story to tell. It’s all about the hormone dump, the internal chemical rush.
I get it. I know that flush of excitement over physical feats of insane boundary-testing very well…
… but it was just a side perk of the experience.
Mostly, I was after the STORY — the essence of doing something outrageous, living to tell the tale…
… and then TELLING the tale. And telling it with skill.
It’s important to understand these starkly different categories of people. You shouldn’t trick Safes into crawling up the side of a tall building downtown after a night of boozing. That’s not nice, and they won’t appreciate it.
The story they’ll tell is what a total asshole sociopath you are for making them do that shit.
And be wary of wandering off with the adrenaline junkies, if you’re not part of that tribe. They tend to die young.
And if you’re a writer…
… well, cherish the adventures you’ve had, make your bucket lists of adventures not yet realized and go after it…
… and keep honing your story-telling chops.
There’s nothing worse than sitting through a poorly-told tale, no matter how rousing the story COULD have been if shared with some pizzazz and skill.
One of the first things I reveal in the Simple Writing System is how to tell a story. It’s critical for anyone wanting to reach the next level up in biz (where all the Big Bucks and true happiness lives).
And — big treat — I’m going to personally teach a very special SWS class that begins the first of May, this year.
There won’t be very many spots available, cuz I like to keep my classes small (so I can really get to know you and offer personalized coaching customized to your particular needs).
I’ve only handled one class like this a year, and this may be the last one I personally teach.
So stay tuned if you’re at all interested.
Respect Brilliance, And
Brilliance Will Respect You
Dept. Of Shiny Objects: I’ve been thinking about all the brilliant people I get to hang out with.
My biz partner, brilliant. The staggeringly long line of mentors throughout my career, all brilliant. The folks I share stages with at events…
… brilliant. (Well, okay, not all of them. Some duds in there. But mostly, by the time you reach a major stage, you’ve honed your brilliance to a sparkly sheen.)
My colleagues, especially the writers: Brilliant. My old college pals (who I still hang with regularly, and dangerously): Brilliant.
A good subset of the neighbors in this somewhat exclusive enclave I call home: Brilliant.
The lovely lady I share the hovel with: Brilliant.
I’m fucking surrounded by brilliance.
You’d think it’d get boring, after a while.
Naw. Just gotta remember to be patient with the less-than-brilliant people who populate most of the rest of the joint.
And, gotta remember not to take anything for granted.
You cannot imagine what it’s actually like to sit at a bar telling war stories with my writer friends. Or going on long road-dog adventures with my long-gone pal Gary Halbert (or his kid Bond).
Or going deep in one of our mastermind meetings…
The people around you are your braintrust.
It can take half a lifetime to gather a good group — especially if (like me) you’re a little weird and introverted.
But when you find the right folks, you hold on tight.
The world is filled with aggressive stupidity. It can be annoying hanging out with brilliant people (who ALL have bizarre behavior disorders, usually undiagnosed)…
… but it’s always worth it.
This is how stuff gets done in the world.
Brilliance will out.
(To find out more about the amazing Platinum mastermind I’ve hosted with my biz partner Stan Dahl for the last 10 years, go here.)
Wait — Does Carlton Still Consult
With Regular People?
Just had a colleague (a colleague!) ask me if I do personal consultations.
How in the world does a guy who’s known me, and flogged my stuff, for years…
… not know I’m still a hot commodity in the consultation game?
I figure it’s my fault.
I don’t flaunt it, cuz I can only take on a couple of clients each month. (Yes, I restrict my personal calls to just a couple a week. I love you guys, but only up to a point.)
So, flaunting: Yes, you can get me on the phone (or on Skype, or Zoom, or whatever new freakin’ app you’re now using)…
… to personally discuss your biz or situation, dissect and solve problems, critique copy, and generally access the decades of deep front-line experience I offer as The Dude Who Knows A Fuck-Ton About Making The Big Bucks.
In fact, there’s a blog post up about this very subject, right now, here.
It’s so easy to grab a spot in the line-up. Especially now, while so many folks are still in the dark on whether I even offer private consulting anymore.
No Good Deed
Today’s Hard Knock: One of the first rules I learned, while climbing the career ladder, is “No good deed goes unpunished.”
It only makes sense after you’ve seen it in action, and you’ve taken the time to reflect on the way it plays out in real life.
But many folks take the wrong lesson from this sad realization of human frailty.
The thing is, just because you will be punished for your good deeds, you don’t stop doing them.
You just stop expecting to be rewarded.
This is why it can get lonely at the top. If you harshly judge people by their as-yet-unenlightened actions, you are soon left as a solo act.
So learn your Hard Knock lessons, but don’t feel superior about it.
Be an agent of change and practice massive forgiveness.
Perhaps, by tending your own garden well, you will influence the world.
Or, hell, just go ahead and blow the joint up. It’s what humans do when frustrated and impatient.
A few will continue doing the right thing, against the tide…
The Genius Of
Operation Money$uck Rule #1: If money can fix a problem, don’t waste time trying to fix it yourself.
Instead, use your time to make enough money to pay your way out of the problem.
If a problem requires time, measure the cost vs benefit of YOU handling it (cuz your time is very valuable), vs delegating it to someone else.
If you’re the dude or dudette responsible for bringing in the moolah, then that’s your primary job.
I’m always astonished at busy entrepreneurs who do their own laundry, shopping and chores when it takes them away from the biz.
Then, I’m absolutely floored when I discover they also handle every detail in the biz. Right down to fixing the printer when it goes wonky.
First thing I did when I started my biz was hire an assistant. She’s still with me, 15 years later, and her worth cannot be calculated. She multiplied the amount of time I had available for doing the Op$uck stuff.
Your time is your most important resource. Every second you rob your biz of your cash-generating efforts is a loss on the bottom line.
The Best Way To Learn
Some hard advice: Mentors active and successful in the real world are essential for anyone serious about leading in any part of life or business.
And it’s very difficult to find good mentors in academia. At least, that’s my experience.
Too many dumb rules.
You must venture into the “real world” to find the good ones.
I taught a single evening’s class each at both Exeter and the Missouri school of journalism, via Skype. It was a great little adventure, really glad I did it…
… but the students were not happy about being challenged. And I was lobbing softballs.
It was pearls before swine, I suspect.
In my first day with every real mentor I’ve ever had (notably Jay Abraham and Gary Halbert) I had my teeth metaphorically kicked in.
In my long experience, tough love is the best way to learn, with no second-best method in the running.
Academia has its place, and I learned a lot getting my BA (though very little in actual class).
But for entrepreneurs, it’s real world all the way.
Read copiously, but put what you learn to the test immediately.
Best advice for copywriters: Writers write…
… and great writers write with consequences.
Get busy. (And for crying out loud, go read my freaking blog.)
What’s Your Excuse?
One of the very bright dividing lines separating happy, successful folks from the unhappy wannabe’s…
… are the role of excuses in moving through life.
Dudes and dudettes who get stuff done stare down obstacles and find ways through or around them…
… no matter how long it takes, or how many times they fail at it.
They’re the minority.
Much more common is the notion that having a good excuse lets you off the hook for getting something done.
Our bollocked-up school system encourages this — oh, your dog ate your homework? Okay, you can have an extra day.
And it just gets worse in adult life — oh, sorry I T-boned your car there, but I just broke up with my girlfriend and was re-reading her last text to me…
At some point, most civilians will be on their death-bed, looking back on their failures and crushed dreams, and have to find cold comfort in the idea that at least they had good excuses. They tried, sort of, and had their feelings hurt or their efforts rebuffed, and what can you do?
Life’s hard, right?
Okay, fine. Cuddle up with your excuses.
You might garner a bit of sympathy from some folks, but you’ll just continue to be disregarded by anyone feasting on life and getting shit done.
Start with being late. If you think it’s okay, as long as you have a plausible excuse (the traffic lights were absolutely conspiring against you, or gosh, clocks are just hard to understand, you know?)…
… then move to the back of the line right now.
You may actually HAVE a good excuse this time…
… but if being late is “who you are” (and yes, you are judged harshly and continually in the biz world on this stuff)…
… then consider WHY it’s a habit.
Look deep. It may be passive-aggressive behavior you picked up as a kid. It may be a symptom of happiness-corrupting disorganization (which no potential client wants any part of). It may be undiagnosed ADD, or even the first ripples of real cognitive disorder.
But usually, it’s just a habit. You keep getting away with it — or you THINK you’re getting away with it (and really, the people around you just stop relying on you, and consider you a liability).
The consequences seem mild — maybe somebody gets pissed off once in a while, or you miss a flight. Whatever. Life is hard, right? Get off my case.
The problem, of course, is that if you want to play in the level above you — in biz, romance, sports or just generally effective living — you are going to pay dearly for your bad habits.
Top clients won’t put up with sloppy non-professional behavior. Self-respecting potential romantic partners will avoid committing to you. And a whole bunch of cool life experiences will vanish…
… all because you think having a good excuse absolves you from the responsibility to be where you said you’d be, when you said you’d be there… prepared to do what you said you’d do.
Getting away with something is NOT the same as “succeeding”.
Highly effective people, who get shit done and succeed at life, rarely allow excuse-artists into their lives in any meaningful way.
Buy a fucking watch. Add twenty minutes to your estimation of how long you’ll need to get somewhere (or more)…
… and if you’re early, find a spot to kick back and check email or Facebook or just relax. Or read a book. There’s no such thing as “wasting time by being early”. Be prepared for it.
And it’s worth repeating: Yes, the people operating in the level above you ARE judging you by these small behaviors.
Maybe other folks in your world are just character actors, whose time isn’t worth much. (That’s the way stone-cold sociopaths think, you know.)
However, the successful crowd you want to be dealing with will not put up with that bullshit.
Okay, you better get moving. You’re gonna be late…
The Small Stories
That Do The Most Work
Rumor Control, memo 34b: Here’s a fun exercise — for the next few days, pay attention to the stories people near you toss around as settled truth.
Ignore the politically-charged stuff. Too obvious.
Instead, note the smaller tales.
It’s easy, within an extended family, to spot foundational “facts” that are actually just shared assumptions with little or no evidence behind them.
Auntie Flo is just an eccentric, innocent old lady (not a dangerous self-medicating bipolar nutbar who keeps loaded guns in the silverware drawer).
Cousin Farquar’s sexual offender status is just a simple misunderstanding with the cops (and his 3 exes).
And your neighbors have concocted scripts about each and every household in the area (including yours).
Often, they won’t use names to identify a house, but plot lines. “Did you see the cop car parked over at the drug den yesterday?” says Mr. Perfect Lawn, while talking with That Hippie Couple across the street.
Noticing these smaller stories is how top ad writers become legendary.
It’s this kind of detail, plucked from real experience, that breathes life into a sales message.
I’ve been peppering my copy with snatches of observed reality since I first realized the potency of bringing the “truth” of human interaction to the selling game.
We are a whacky species, fueled by assumption, rumor, believable bullshit and tall tales invented out of thin air.
We all routinely just make stuff up to fill in the blanks.
We loathe blanks.
Understanding the mechanics of social interaction — with all its nonsense, silliness and fluff — is key to communicating effectively.
God help us.
Becoming Mr. Persuasion Expert
The Spectacular Failure of Human Rationality, Part 5: I’ve been gleefully collecting stories of bizarre decision-making by my fellow humans for decades.
As a marketer, these tales are sobering revelations about what I’m up against trying to persuade prospects to do something.
As a caring friend, they’re a reminder not to beat my head against the wall when stubborn resistance makes efforts to help futile.
Top example: A medical doctor friend refuses to entertain even the idea that I solved my migraine problems through diet, massage and chiropractic.
She’s old-school medicine, educated in the days when the AMA taught that masseuses were hookers, vitamins were bullshit, and chiro’s were quacks (and she just ignores the fact the AMA long ago apologized, and now many modern docs work closely with chiro’s cuz, you know, the shit works).
No, somehow HER migraines (which are interferring with her life big-time) require drastic brain surgery. No amount of empirical evidence from pals can dent her resistance to an alternative.
This is cognitive dissonance on a major-league scale — she doesn’t think I’m evil or lying, yet she just cannot allow my story to be “real” in her mind.
So she simply refuses to acknowledge it.
The downside of trying non-surgical alternatives?
No matter, she’s headed for the scalpel, to treat something other folks routinely beat with simple measures that don’t involve blood and removal of brain tissue.
You realize that this kind of stubbornness exists up and down the human decision-making process (from choosing what shoes to wear today, to who to marry and what car to buy) and you’re on the way to becoming Mr Persuasion Expert, for whom no objection is too weird or difficult to deal with.
Where To Find The Eternal Truths
Of Great Copywriting
Just posted this in a damn good thread about finding the best copywriters to follow for advice and tactics (crowd’s ultimate decision: look for the gray-hairs)… thought you’d dig it:
“In truth, any copywriter who’s had sustained success for several years can help you with the basics.
IF they’ve written for multiple markets, weathered massive economic disasters, and gone up against other seasoned pros in hyper-competitive niches and won.
Too many writers luck out by exploiting rare conditions and early adoption of hot tech changes. Which is great for making money, but doesn’t mean they can thrive outside of those rare conditions.
Google slaps and Zuckerberg tantrums tend to frustrate writers who lack deep knowledge of advertising history.
To learn the eternal truths, yes, find the grizzled pros. But only those who aren’t bitter about how shit keeps changing.
There will always be massive and unfair upheaval in biz. The true grownups have learned how to adjust.
Don’t follow leaders, watch the parking meters…”
The Simple Tactic That
Opens Doors For You Every Time
You want a simple tactic that will open doors for you?
Can’t believe I have to keep reminding folks of this…
… but just be very, very polite.
Say “please” and mean it.
Say “thanks” and mean it.
Call men “sir” (even if they’re younger than you), call women “m’am” (even when they’re younger than you), and listen intently when anyone is speaking to you.
Meet their eyes.
Do not argue, unless that is the dark alley you want to go down (and say goodbye to any doors that may have opened for you).
You know who the most polite people on the planet are?
Sociopaths, and folks who can kick your ass. They don’t give a ratfuck about the social “score” of who feels dominant in any given situation…
… and they want to get to their goals (which never, ever include arguing) as quickly and efficiently as possible.
If you’re good…
… or successful…
… or smart, experienced, talented, or can kick ass…
… folks will either find out soon enough, or they won’t.
It doesn’t matter.
Use the simple tools available to us socially to get people in rapport with you quickly, use charm to be non-threatening (when you can), and give others your total focus during conversations.
And remain committed to your goals.
I mean, Jeez Louise — you’re a nice person, who deserves more…
… yet the sociopaths and ass-kickers are waltzing through doors into opportunities that should have been YOURS.
Because they’re charming and polite and know how to move through social situations without an attitude.
Caring about the small shit is a sucker’s game.
Breathe deeper. Reach higher. Live bigger.
And please get my books. All of them, immediately. Devour them with gusto, and start moving up a couple of levels in life and biz.
You can find everything on the blog, right there in plain sight: john-carlton dot com.
When Logic Sucks
Psych Insight #233: The idea that “logic” enters into buying decisions is ludicrous.
A super-rational Vulcan like Mr Spock may accidentally hit on the right way to sell something to a market, but it would only be coincidence if it was actually logical.
He was not a persuader.
The Voice Of Reason seldom is.
Humans operate in this roiling soup of emotion, confusion, delusion, excuses, denial, and wishful thinking…
… it’s what makes us so charming and fun.
The universe may work under gorgeously-precise rules of physics, but our brains are big clumps of chaos.
Great salesmen know this, and proceed accordingly.
That’s it, Bucko.
Nice, short book, crammed with wisdom, advice and insight to moving your slacker butt up another level in life and biz.
My gift to you.
Now go rummage through the books and courses for sale in the right-hand column, and buy something to fill in the blanks of your skill set and biz mojo…
And be sure to sign up for blog notifications, up top. You get another free book when you do that, you know.
It’s Freebie City here today…
Photo courtesy of Ms Significant Other
“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.
For example: It may be time for you to move up a level in your marketing… and you know that having a veteran marketing expert comb over your new plans can shortcut your path to increased wealth, while jumping over the unseen pitfalls that ruin so many other biz owners trying to expand.  Or, you may have a problem that needs serious attention… like sales going into the toilet, or new competitors chewing you up, or sudden changes in the marketplace that crush your bottom line (like a Google slap, or adverse rule changes at Clickbank, or the obsolescence of your product, or technological left-turns that disrupt your sales process). Even worse, what was working before suddenly isn’t working anymore, and you don’t see a clear reason why.  Or, you’re just working harder and harder, but sales are stagnant. Time, perhaps, to bring in an objective, experienced marketing whiz who can help you restructure your biz plan… so you maximize results, and get your life back (by working less, not more.)  Or, you may want high-end professional advice on your current sales funnel… just to make sure you’re not hemorrhaging money somewhere, or murdering potential sales through marketing blunders you can’t even see.  Or, you may be ready to start a new business adventure, and just want to be positive you’ve got your ducks lined up and you aren’t forgetting something critical.  Or, you have copy that may or may not be working, which you know could jack up your bottom line if a professional copywriter helped you with a total make-over.
Step Two: The best reasons to seek professional help from a veteran dude like me always have one main goal:
To fix problems, and goose your bottom line
into obscene levels of newfound wealth.
When your situation is urgent, the cost of hiring a consultant who can provide solutions is almost always “cheap”, because you’re extracting yourself out of a dangerous reality that threatens your business and peace-of-mind.
And it’s a screaming bargain when that consultant can offer you simple fixes inside of a plan you can put into action immediately…
… 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 email@example.com, 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.
“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.
“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.
“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 2016, trying to wrap your brain around a plan to make the year your bitch.
This is a critical step for entering any new period of your life. To keep your life moving ahead, you need to set some goals, dude. And most goal-setting tactics, I’ve found, are useless. Worst among them is the traditional New Year’s resolutions (which seldom last through January).
This tactic I’m sharing with you (again) is something I’ve used, very successfully, for decades…
… to reach goals, to clarify the direction of my life, and to change habits. I first shared it in the old Rant newsletter a few years back, and I’ve hauled it out here in the blog on a regular basis. It’s timeless, classic stuff that will never let you down.
So let’s dive in. Here’s the relevant part of the post (slightly edited):
“Goal Setting 101 And
The January 15th Letter”
Yeah, yeah, I know a chat about goals can quickly turn into a boring, pedantic lecture. But then, so can a chat about space flight.
And, in reality, both space flight and your goals are VERY exciting things.
Or should be.
It’s all in the telling.
What I’m not going to discuss are “resolutions”. Those are bogus pseudo-goals that have the staying power of pudding in a microwave.
No. It’s merely a coincidence that I’m suggesting a review of your goals in January, just after the New Year’s supposed fresh start.
I mean…there’s not much else to do, so why not sit down and plan out the rest of your life.
This is, of course, a very damp, cold, and bleak time of year. The depths of winter and discontent.
A good percentage of the population suffers fleeting depression because of lack of sunlight… thanks to the geniuses behind Daylight Savings Time, who arrange for dusk to arrive around 2:30 in the afternoon in these parts.
We also just got slammed with back-to-back-to-back world-class storms, each one dumping a massive load of snow on us. I sent photos to friends, and many emailed back wondering when I’d gone to Antarctica to live.
We had a little cabin fever brewing. Didn’t help when the local PBS channel ran a special on the Donner Party, either. Three feet of snow drifting down, the lights flickering, enough ice on the road to make the SUV sidle like a Red Wing goon slamming someone into the boards.
The safest place was home… but man, the walls start to close in after a few days.
I’m telling you, I had excuses up the yin-yang for allowing my senses to get a little dulled. The natural response is to turn your mind off, and hibernate until March. And I succumbed. Started moping around, binge-watching The Wire on HBO GO instead of reading a book, surfing the Net for stuff I didn’t care about… you know the drill.
I’m sure you’ve done your own version of it now and again.
And I’m also sure you already know that no amount of “buck up” happy talk will mitigate the gloom.
In fact, there are a few enlightened health pro’s who say we should let our bodies wind down every year or so. Get a full system-flush type of cold, crawl under the covers for a few days and let the demons and other bad stuff bubble to the surface. So you can purge the crud. Evacuate the used-up bacteria and tube-clogs out of your pipes, physically. And shoo the whispering monsters out of your head.
We’re not perfect creatures. We need to sleep, we need to recharge our batteries, and we need to stop and get our bearings. At least once a year. So don’t beat yourself up for the occasional down period. We all have them, and the healthiest folks just roll with it. It’s not good to repress this stuff.
It only becomes a problem when you sink into clinical depression. That’s the cold, empty state where nothing looks good, and hope is an absurd memory.
I’ve been there. Several times. The year I turned 30 (for example) I lost my job, my girlfriend and my place to live all within a 45-day stretch.
That shit can wear you down.
Now, I have two things to say about this:
Thing Numero Uno: If you think you’re losing a grip on your mental state, seek professional help. Don’t head straight for pharmaceutical land, though — give “talk therapy” a try with a real, qualified psychotherapist.
Choose this therapist carefully. You’re going to dump every secret you have on them. You may need to plow through a couple to find one that clicks with you (just as you might have to try out several dentists or plumbers to get a good match). (And yes, you should regard this therapist just as you would your dentist — they’re not gonna become your new best friend, but they will bring a professional expertise to the table during the time you need them. And you only need to see them until you get your head straight… which might be a short time or long time. Again — just like you may need serious dental work, or just a cleaning once a year. Figure it out.)
Keep in mind the fact that everyone goes through bumpy emotional states. And that the percentage of people who actually do lose it every year is rather small.
That’s why talking about your problems with someone who has perspective can be so beneficial — the first thing you learn is that you aren’t alone. And what you’re going through is not abnormal.
Most of the time, you’re probably going to be fine. Even when your problems seem overwhelming. There are tools available to help your brain cope. You don’t often come across these tools on your own.
This kind of talk-therapy is one of the few times the “science” of psychology earns its keep — because finding out how others successfully dealt with the same nonsense you’re suffering through can change everything. Seriously — often, just discovering that you’re not alone in what you’re going through, that others have successfully navigated similar troubles, and that the folks who study human behavior and thinking patterns now have really simple (and super-effective) ways to obliterate feeling overwhelmed can solve much of what’s currently holding you back.
A good book to read (while you’re waiting for the spring thaw) is “Learned Optimism” by Martin Seligman. I’ve recommended it before, and it deserves another nod. (The blurb on the back cover, from the New York Times Book Review, starts with “Vaulted me out of my funk…”)
I haven’t read the book in a few years, but I remember the main lesson well. A study, explained up front, stands out: Someone tested the “happiness” quotient of a vast sample of people, including Holocaust survivors.
And it turns out that, at some point in your life, Abraham Lincoln was right — you are as happy as you decide to be.
This is startling news to anyone lost in despair. Because it seems like you’ve been forced to feel that way. With no choice.
But it’s not the case. The happiness study revealed that you can NOT tell from a person’s current attitude what sort of trauma they had gone through earlier in life. People who had suffered horribly could be happy as larks, while silver-spoon never-stubbed-a-toe folks were miserable.
The difference? Attitude. Optimistic people work through setbacks and trauma… while pessimists settle into a funk that can’t be budged.
And it’s a CHOICE. At some point in your life, you choose to either live in gloom or sunlight.
This realization rocks many folk’s boat. Especially the pessimists. They dominate society, politics, business, everything. And they are very protective of their gloom and doom outlook. Invested, heavily, in proving themselves right about the inherent nastiness of life.
Maybe you’re one of ‘em.
If you are, you’re killing yourself, dude.
The guys in lab coats who study this stuff say that heart disease rates are HALF for optimists over pessimists. So, even if you doubt the ability to measure “happiness” — and it is a rather rocky science — you still can’t deny the stats on dropping dead from a gloomy ticker.
Now, I am most assuredly NOT a clear-eyed optimist. I get creepy feelings around people who are too happy all the time.
But I do prefer having a good time, and appreciating the finer things in life (like a deep breath of cold alpine air, or the salty whip of an ocean wave around my ankles, or a secret smile from the wonderful woman I live with).
I’m just good at balancing out the bad with the good.
Being in direct response helps. Lord knows, there’s a LOT of bad with every piece of good news in this wacky biz.
Gary Halbert and I had a term we used for years: We’re “pessimistic optimists”. (Or maybe we’re optimistic pessimists. I forget.)
How does that work? Easy.
We expected horrible atrocities at every turn… and rejoiced when we defied Fate and unreasonable success rained down on our undeserving heads. We grooved on the good stuff in life… and just nodded sagely at the bad stuff and moved past it as quickly as possible. Maybe cop a lesson or two as we scurried by the wreckage.
If you focus on the bad things that can go wrong, you’ll never crawl out of bed in the morning.
When you finally realize that — not counting health problems — pretty much everything bad that business, or relationships, or politics can throw at you will not kill you… then you can begin to relax.
And eagerly court the Unknown by starting another project.
Have you ever had your heart broken? Hurts like hell, doesn’t it. Feels like your life is over.
Well, from my perspective, sitting here at “way past 50” and pretty darned happy, all those romances-gone-wrong that broke my heart long ago look just plain silly now. And my resulting deep depressions — where I was sure my life was over — are just tiresome lessons I had to get through.
Not a one of those ladies was worth a burp of angst. They were fine people, I’ll agree to that. A few were exceptional (and very skilled at certain man-pleasing arts).
But worth a Shakespearean suicide?
It’s taken me a while, but I’m now a certified realist. My youthful idealism has drained away, and my brushes with hate-everything-cuz-it’s-not-perfect dogma never took.
And guess what? Contrary to what an embarrassingly huge number of self-righteous folks would have you believe… being a realist has not dented my passion for life one little bit. In fact, it has opened up a whole new world of unexplainable spirituality (which cannot be contained within any formal religion).
I’m not against religion. Let’s have no “save my soul” emails here. One of my favorite friends to argue with has a doctorate in theology. And I have many other friends committed to various belief systems ranging from fundamentalist to Buddhist to humanist. We get along because, on a deep level, we understand that true spirituality transcends whatever way you choose to express it or appreciate it.
I loathe black-and-white views of the world. It’s a shame that our great country has descended to this “you’re nuts if you don’t agree with me” mentality… but it’s part of the pendulum that’s been swinging back and forth ever since we left the jungle.
The far edges of our institutions — political, religious, cultural, all of it — are in spiritual and emotional “lock down”. They’re sure they’re right, they’re positive you’re wrong, and neither facts nor logic will sway their position.
Mushy liberals seem astonished that anyone would ever not love them, or want to destroy their culture. Repressed conservatives seem intent on crushing everyone who pisses them off (and that’s a lot of people).
It’s “whatever” versus “blind obedience”. And neither works so hot in the real world. I have no use for dogma, or idealism, or punishingly-harsh rules that have been cooked up by hypocrites.
Hey — I’m in no position to tell anyone how to live their life. I’ve screwed up plenty, and if I have any wisdom at all, it’s only because I’ve survived some truly hairy situations.
But I don’t believe anyone else is in a position to tell you how to live, either. That’s gotta be your decision.
And it’s a damn hard one to make.
Fortunately, while I can’t tell you how to live, I can move some smooth (and proven) advice in your direction. Take it or leave it… but give it a listen anyway, cuz my track record on successful advice-giving is fairly impressive.
And I’m telling you that having a hateful, brooding attitude will stunt your growth. It will make you a smaller person, a less-wise person, an older and feebler person. And you won’t grow. Not spiritually, not physically, not emotionally. Not in your business life, either.
Most people don’t want to grow, anyway. Growth only comes from movement and change… and the vast majority of the folks walking the earth with us today are terrified of change.
You can’t blame them, really. Change is a form of death. Whatever was before, dies. And whatever comes next must be nurtured with devotion and sacrifice.
That’s hard. That’s a hard way to live, always dying and being reborn.
And because it’s hard, it’s avoided.
Well, screw that.
I suspect, if you’re reading this, you are not afraid of change. But you may not yet understand the power that REALLY giving yourself to change offers.
And that brings us to…
Thing Numero Dos: Goals are all about change.
That’s a subtle point many people gloss over. Rookie goal-setters often get stuck on stuff like quitting smoking, or vague concepts like “become a better person”.
Or “get rich”.
That seldom works. Goals need to be specific… and they need to involve profound change in order to take hold.
Halbert often talked about “image suicide” — the necessity of killing and burying the “self” you are so heavily invested in, before you can move to a new level of success.
I see this all the time in my consultations. Biz owners refuse to do even slightly risky marketing, for fear of damaging their “reputations.”
And my question to them is: What reputation?
Unless you’re the top dog in your niche, no one gives a rat’s ass about what you think or do. No one is looking at your marketing for inspiration or condemnation, because you aren’t the guy to look at.
No. What these scaredy-cats are talking about when they say “reputation” is what their family and friends think of them. And that’s a sure sign of a losing attitude. That ain’t Operation MoneySuck.
My colleague Ron LeGrand, the real estate guru, is one of the best natural salesmen I’ve ever met. The guy understands the fundamental motivating psychology of a prospect at a master’s level. And he knows that one of the major obstacles he faces in every sale… is what the prospect’s spouse (usually the wife) will say.
She can nix the sale with a sneer. Or she can nix it in the prospect’s head, as he imagines that sneer.
Ron counters both sides of the objection expertly. He encourages the prospect to get his spouse involved in the decision, so she becomes invested in it. Or, he suggests waiting until the first big check comes in… and letting the money explain to her about what you’re up to.
This is the reality of most people’s lives. As much as they want what you offer… they are terrified of making a mistake. Cuz they’ll pay dearly for it at home.
It’s a huge deal-killer.
That’s why you include lots of “reason why” copy in your pitch — to give your buyer ammunition for explaining his decision to the doubters in his life. However, as Ron knows, the best (and simplest) “reason why” is results.
Money, as they say, talks.
The top marketers seldom give a moment’s thought to what a risky tactic might do to their “reputation”. They don’t really care what people think about them. You can’t bank criticism.
I know many marketers who are involved in projects they are passionate about… but which bore their spouses to tears. Some (like Howard Stern’s former wife) are even deeply embarrassed. But they don’t complain too much. Because the money’s so good.
Aw, heck. I could go on and on about this. The story of Rodale’s shock and dismay at the brutally-honest ad I wrote for their timid “sex book” is a great example. They refused to mail it, because of their “reputation”. Yet, after it accidentally did mail, and became a wildly-successful control for 5 years, they suddenly decided their reputation could handle it after all.
The people who get the most done in life are all extreme risk-takers. They embrace change, because growth is impossible without it.
But you don’t go out and start changing things willy-nilly.
You need goals.
And you need a plan.
Now, there are lots of books out there that tell you how to set goals. I recently found, in a moldy banker’s box, the ad for Joe Karbo’s book “The Lazy Man’s Way To Riches” that I’d responded to back in 1982. The exact ad! With the order form torn out… it was the first direct mail pitch I’d ever encountered, and it changed my life forever. Joe’s book was essentially a treatise on setting goals. And it’s good.
It was a wake-up call for me. I’m having that crinkly old ad framed. Can’t imagine why I kept it, but I did. Pack-rat riches.
If you can’t find that particular book, there are dozens of newer goal-setting guides on the shelves. But they’re all based on the same formula:
1. Decide what you want.
2. Write it down, and be specific.
3. Read the list often, imaging as you read that you have already achieved each goal.
What this does is alter the underpinnings of your unconscious. When one of your goals is to earn a million bucks this year, and that goal burns bright in the back of your mind, each decision you make will be influenced.
So, for example, you won’t accept a permanent job somewhere that pays $50,000 a year. Cuz that isn’t going to help you attain your goal.
The problem is this: To earn a mil in a year, you need to average around $50,000 every two weeks. This is why it can take a while to get your goal-setting chops honed. As I’ve said many times, most folks don’t know what they want.
And they aren’t prepared for the changes necessary to get what they want, once they do decide on a goal.
What kind of guy earns $50,000 every two weeks, like clockwork? It takes a certain level of business savvy to create that kind of steady wealth. It doesn’t fall into your lap.
What kind of guy makes a windfall of a million bucks in one chunk? That’s another kind of savvy altogether.
In that same moldy banker’s box, I also found a bunch of my early goal lists. And I’m shocked at how modest my aims were. At the time — I was in the first months of going out on my own, a totally pathetic and clueless rookie — I couldn’t even imagine earning fifty K a year. My first goal was $24,000 as a freelancer. And to score a better rental to live in. Find a date for New Year’s. Maybe buy a new used car.
Listen carefully: I met those goals. As modest as they were, it would have been hard not to. I needed them to be modest, because I was just getting my goal-setting chops together. And I wasn’t sure if I was wasting my time even bothering to set goals.
Let me assure you, it was NOT a waste of time.
The lists I found covered several later years, too. And what’s fascinating is that many of the more specific goals I set down were crossed out — I wanted those goals, but didn’t feel confident about obtaining them.
So I crossed them out, and forgot about them.
A couple of decades later, I realize that I’ve attained every single one of those “forgotten” goals. The big damn house, the love of my life, the professional success, even the hobbies and the guitars and the sports car.
I’m stunned. This is powerful voodoo here.
The universe works in mysterious ways, and you don’t have to belong to a religion to realize this. The whole concept of “ask and you shall receive, seek and you shall find, knock and the door will be opened” was well-known by successful people long before Luke and Matthew wrote it down.
The keys are action. Movement.
Ask, seek, knock.
These simple actions will change your life forever.
Back to making a million in a year: Some guys know what they need to do to make this goal real. They’ve done it before, or they’ve come close.
Setting the goal is serious business for them… because they are well aware of the tasks they’ve assigned themselves. Take on partners, put on seminars, create ad campaigns, build new products. Get moving on that familiar path.
I’ve known many people who started the year with such a goal… who quickly modified it downward as the reality of the task became a burden. Turns out they didn’t really want the whole million after all. Half of that would suffice just fine. To hell with the work required for the full bag of swag.
Other guys don’t know what they need to do to earn a mil. So their goal really is: Find out what I need to do to earn a million bucks.
Their initial tasks are to ask, seek, and knock like crazy. And change the way they move and act in the world. Because they must transform themselves into the kind of guy who earns a million bucks in one year.
Right now, they aren’t that guy.
So, for example, reading “The 7 Habits Of Highly Effective People” suddenly becomes an “A” task, while remodeling the kitchen gets moved to the back of the burner. Sharpening your ability to craft a killer sales pitch becomes more important than test-driving the new Porsche.
More important, even, than dating Little Miss Perfect. And test-driving her new accessories.
Nope. When you get hip to the glory of focused change, you never lament leaving the “old” you behind.
It will be hard, sometimes, no doubt about it. Especially when you discover your old gang no longer understands you, or mocks your ambition. They liked the old, non-threatening you. They want him to come back.
But you’ve changed. And hot new adventures are going to take up a lot more of your time now.
My trick to setting goals is very simple:
Every January 15th, I sit down and write myself a letter, dated exactly one year ahead.
And I describe, in that letter, what my life is like a year hence. (So, in 2016, I dated the letter to myself as January 15, 2017.)
It’s a subtle difference to the way other people set goals. Took me a long time to figure it out, too.
For many years, I wrote out goals like “I live in a house on the ocean”, and “I earn $24,000 a year”. And that worked. But it was like pushing my goals.
Writing this letter to myself is more like pulling my goals. For me, this works even better. Every decision I make throughout the year is unconsciously influenced, as I am pulled toward becoming the person I’ve described.
But here’s where I do it very differently: My goals are deliberately in the “whew” to “no friggin’ way” range. Mega-ambitious, to downright greedy.
There’s a sweet spot in there — doable, if I commit myself, but not so outrageous that I lose interest because the required change is too radical.
I’m pretty happy with myself these days. Took me a long, hard slog to get here, and I earned every step. And I want to continue changing, because I enjoy change. But I don’t need to reinvent myself entirely anymore.
So here’s what makes this ambitious goal-setting so effective: I don’t expect to REACH most of them.
In fact, I’m happy to get half of what I wanted.
There’s a ton of psychology at work there. The person I describe a year away often resembles James Bond more than the real me. Suave, debonair, flush, famous, well-traveled… and in peak health. I hit all the big ones.
However, long ago I realized that trying to be perfect was a sure way to sabotage any goal I set. Perfectionists rarely attain anything, because they get hung up on the first detail that doesn’t go right.
Being a good goal-setter is more like successful boxing — you learn to roll with the punches, cuz you’re gonna get hit.
You just stay focused on the Big Goal. And you get there however you can.
I’m looking at last year’s letter. I was a greedy bastard when I wrote it, and I didn’t come close to earning the income figure I set down.
Yet, I still had my best year ever.
And — here’s the kicker — I would NOT have had such a great year, if I wasn’t being pulled ahead by that letter. There were numerous small and grand decisions I made that would have gone another way without the influence of what I had set down.
I didn’t travel to the places I had listed. But I did travel to other, equally-fun places. I didn’t finish writing that third biz book. But I did position it in my head, and found the voice I want for narration. That’s a biggie. That was a sticking point that would have kept the novel from ever getting finished.
Now, it’s on power-glide.
There’s another “hidden” benefit to doing this year-ahead letter: It forces you to look into the future.
A lot of people make their living peering ahead and telling everyone else what to expect. Most do a piss-poor job of it — weathermen are notorious for getting it wrong, as are stock market analysts, wannabe trend-setters, and political prognosticators.
Yet, they stay in business. Why? Because the rest of the population is terrified of looking into the future. That would require some sincere honesty about their current actions… since what the future holds is often the consequence of what you’re doing right now.
If you’re chain-smoking, chasing street hookers, and living on doughnuts, your future isn’t pretty. For example.
Or if you’ve maxed out all your credit cards, and haven’t done your due diligence to start bringing in moolah, your future isn’t nice, either.
No one can “see” into the future for real. But that doesn’t mean you shouldn’t try. In fact, it’s easy, when you have a little experience in life.
Things you do today will have consequences tomorrow. If you put up a website today for a product, and you do everything you can to bring traffic to it and capture orders… your consequence can be pretty and nice.
Sure, you may get hit by a bus while fetching the morning paper… but letting that possibility scare you off of trying for something better is for pessimists (who are scheduled for early checkout).
You have enormous control over your future.
And once you realize that, you can set out to start shaping it.
P.S. If you’re one of those people who’ve been skimming blogs like this… never reading anything carefully and slowly, and digesting what’s on the page… then I have one more suggestion for you: Stop doing that.
Most of the uber-successful folks I know (and I know a lot) have both skimming skills AND “deep reading” skills. And they know when to use them. You skim to get overviews, which may turn out to be flawed (because you missed something crucial in your skimming). You deep-read when you want to absorb something important, and you need to make the impression of what you read stick in your brain.
Right now, there are readers here who should be seriously considering the courses and opportunities I offer in the right-hand column of this blog. This is the stuff that has launched freelance careers, transformed biz owners into ad-writing monsters, and armed both rookie and veteran entrepreneurs with the fundamentally awesome skills of success. Quickly, and with the surety of proven-in-the-real-world tactics and advice.
So stop screwing around. If you need further help in getting your career going, or in crafting the kind of marketing that will boost profits through the roof… then consider the offerings on this page an essential task in your new list of goals. This is the real deal. No fluff, no nonsense — just honest, solid, proven stuff from a respected veteran of biz success.
Meanwhile, get busy with your January 15th letter.
P.P.S. One of your main goals, if you’re a serious entrepreneur and you haven’t mastered slamming out world-class copy yet for your bad self… is to GET bad-ass at it as soon as humanly possible. I don’t care how you do it — find a mentor, start experimenting with one of the many courses or coaching programs out there…
… or, as I recommend, just join our mastermind. We’re going into our ninth year of it, so we’re doing something right. To get the details, go here.
Give yourself at least the OPTION of deciding yes-or-no, with some background, by going to this page now and seeing what’s up. At the very least, read some of the testimonials, to get a taste of how powerful the transformation in your life and career can be when you finally get hip to the stuff no one told you about before.
I’ll be checking into the comments here, if you have questions about any of this…
12:37pm, Christmas Day
“You’ll shoot your eye out!” (Ralphie’s Mom, “A Christmas Story”)
Hope you’re having a great holiday, and all your dreams have come true.
If you’re here after grabbing your FREE copy of the book that Dean Jackson and I just released, welcome. Our gift to you took just 90 minutes to create, per Dean’s brilliant “90-Minute Book” magic. Well, 90 minutes, plus the four years since I first proposed the book to Dean…
… but since we dawdled away those years never actually writing any of it, this sudden burst of creativity for 90 minutes actually represents a Christmas miracle.
I’m stunned we got it out.
Sure, it’s in need of some editing, which we’ll do later (when the book is sold on Amazon), because it’s a transcription, and my brain-to-mouth process works much differently than my usual brain-to-keyboard process. But for now, today at least, this somewhat raw first edition is your free gift from us.
Get your free copy at www.3or4problems.com… if you missed the announcement of it on Facebook last night.
And welcome to the blog. Be sure to sign up for alerts, top right. Right there. No, your other right. Yeah, right there, inside the little box. Just type in your email address — the good one you always check, not the fake oaddresse you use to throw folks off your trail. You want to hear from me. I won’t deluge you with email, and I swear you’ll love every message you do get from me. (I’ll never share it, either.)
PLUS — you get a cool free special report when you sign up, jammed with info you can put to use right away to make yourself and your biz glow with profits. Yet another freebie gift for you. The goodies are just piling up.
There are tons of great posts for you here on the blog — over a decade’s worth of advice, tips, strategies, insight and pro-level marketing secrets… all in the archives. Which you can access in the lower right column. Yes, just below where you left your email address.
Also, check out the books I offer, the great deals on the courses, all of it.
Oh, and just for now, I’ve slashed my normal Skype consults (where I personally solve your entrepreneurial biz problems, and even critique your copy if you want, in real time, digitally face-to-face). Right now, you can get a full-on consult for $999 — which includes your hour on Skype with me, personally, plus an email exchange for anything you want me to look at. I normally charge $2,500 for these. But I’m feeling the holiday spirit, big time.
To get the details, just email my assistant Diane at firstname.lastname@example.org. Write “I want to know how to get a personal consult with John” in the subject line. We’ll get right back to you with the details. And get you on the schedule fast.
The new year is right around the corner. How rich and happy you get over the course of 2017 depends on how you approach the opportunities and problems you have in front of you now.
One of the best ways to kick it up a notch is to get your sticking points unstuck, your problems solved, and your plan for the year double-checked by a respected, well-known pro. I’ve been doing this stuff for over 30 years now, and the list of folks who owe their wealth and happiness to me is long (and full of some very famous people).
But enough of that.
If you’re ready to goose your fortunes for the coming year, great. I can help you in ways you can barely imagine right now.
Today, just enjoy your Christmas gift from Dean and me.
Hope you and yours are having a great day.
Wednesday, 8:59 pm
“What’s so funny about peace, love and understanding?” (Nick Lowe)
One of the first things you hear, when you’re learning about fundamental copywriting and ad creation…
… is to avoid humor like the plague. The great David Ogilvy said “People do not buy from clowns.” This pre-dated Jack-In-The-Box’s latest commercial model (where they’re so obviously going after the stoner market with late-night “Munchie Meal” take-out boxes that it’s funny on multiple levels)…
… yet, overall, most high-end marketers still agree with it.
Even the funniest copywriters I know (and let me assure you that many of the best bust-your-gut-laughing humans alive are, indeed, copywriters) (weirdo bunch, totally) almost never insert humor into their sales copy. Almost. Occasionally, when it’s absolutely safe (like writing to your own house list, full of folks proven to have the EXACT same sense of humor you have, right down to the Animal House reruns and Adult Swim shows you all watch)… they may go off the reservation and aim for making readers spit up their morning coffee over an email.
But it’s rare. More likely, the funny-guy guru’s you follow have a “meta-text personality” that includes some risky guffaw moments here and there, just to position them in their market as too-cool-for-school (and thus intellectually superior to their competition)…
… which they’ll jettison at the point of closing any sale.
Cuz money is serious biz. And most buyers (not looky-loo’s, but buyers) aren’t keen on being the butt of a joke, and tend to distrust salesmen who seem a bit too… funny. (Even the word “funny” means both being humorous, and also being weird, brain-damaged and untrustworthy.)
Now, I’m a fairly humorous fella. (And any brain damage I’ve sustained is all better now.) I’ve made a colleague snort coffee through their nose as recently as… well, yesterday, on the phone. Other writers collect my private emails, and read them to family and friends. (Part of that may be a self-defense strategy against their spouse’s assessment of a life in advertising as being “boring”.) I’ve also caused entire ballrooms to laugh so hard, some attendees almost wet themselves. And I’ve even used “okay, you got me” sarcasm to get my point across to a reluctant client during consulting.
Of all the things I value the most in life… laughter and humor rank in the top five. (Just below sex, In ‘N Out hamburgers, craft IPA beer, and the NBA.) (Oh, and my Jack Russell terrorist dog. Sorry, girl. Almost forgot you…) (And my ’64 Stratocaster. And Turner Classic Movies. And…)
Okay, whatever. It ranks high, anyway. It’s a big part of who I am, and what I bring to the table as a friend, colleague, writer and consultant.
And yet, when a sales process gets down to the shorthairs…
… I’m as serious as a mortician.
Losing a sale because you screwed around is NOT funny. It is, rather, a fucking tragedy.
So all the top writers I know have a strict rule against tickling the funny bone of a prospect… at least, when things get to “that point”.
However, we also really, really, really want to find exceptions to this rule. We figure there’s GOT to be an exception, somewhere.
Which means we’ve all become minor experts on the topic of humor. Because, it turns out, while everyone believes they own a “great” sense of humor… the truth is, few (if any) civilians understand humor at all.
So, I thought I’d share some of the research I (and some of my colleagues) (including writers like Kevin Rogers, who spent a decade as a stand-up comic before getting into advertising) have dug up…
… in no particular order…
… just as a starter guide to why we mostly don’t (but sometimes do) use humor in our marketing:
The Joke’s On Us #1: In the last few decades, Ivy League universities have started studying humor, trying to get a baseline understanding of what’s funny to most people, and why.
And their first biggest discovery was that many people have no sense of humor at all. None.
However, while these funny-challenged folks have no idea why you’re bent over laughing at a certain joke or situation…
… they are often very astute to the social cues of humor, and will be holding their bellies right along with you, laughing out loud.
They’re faking it. Or, more precisely, they wait a beat after observing other people laughing, and join in as a social “bonding” routine. They’re supporting the good vibes that mass laughter brings to any social setting… kinda like nodding in agreement, or applauding.
Researchers figured this out by tricking people in studies — seeding a small crowd with actors who laughed on cue at non-funny things, and recording the actions of study participants. Folks with actual senses of humor would smile in a bewildered way, wondering why they weren’t getting the joke. But the fakers had no such objective judgments — the crowd laughed, so they laughed, too.
Reading about these findings blew my mind. I’d suspected something like this was going on, because I had friends who laughed a bit too hard, or who seemed to mainly use loud guffaws as a way to show dominance in a conversation. So I did some of my own testing, watching closely when fakers actually began laughing (a beat behind everyone else).
If you ask, most people will say they have a great sense of humor. Insider their world, they do. Whatever they find funny (or socially acceptable to laugh at, as a bonding process) is what’s funny. This is how humans operate. All measurements of behavior begin with what you’re doing as the universal standard for normal, or moral, or just “the right way”… and if others don’t agree, then they’re just wrong.
Marketer’s Insight: While no one is sure what percentage of the population is actually humor-challenged, it IS a large chunk of your fellow citizens. So when you’re creating marketing aimed at a large group of prospects, you cannot assume that ANY of them will grok your sense of humor.
Just like half or more will reject your politics (and yes, I know you have a superior understanding of politics to everyone else on the planet). And your religious views.
The rule in bars is “no talking about politics or religion”… because it leads to fights.
For marketers, you can add “no funny stuff” to that list. You simply cannot predict what any list will find funny, or not find funny, or be offended or baffled.
The Joke’s On Us #2: One of the first challenges the researchers found was agreeing on how to “measure” what’s funny.
Turns out it’s not a simple thing at all. In fact, the commercial uses of humor is relatively recent — the stand-up comic was invented during vaudeville, which required between-act ring-leaders to keep the audience happy. Shakespeare and Mozart and other post-Enlightenment entertainers made liberal use of what we now call slap-stick (the term literally refers to Medieval clowns using a paddle on each other) and “low brow” humor to delight certain audiences… and more intellectual mockery and sarcasm to make the sophisticated elites titter.
So the people creating entertainment, or trying to influence public opinion or sway a vote, might know how to get a response… but it was an inexact science. Making one part of the audience laugh might offend another part.
The researchers have gotten lost in the weeds trying to define humor. (Some studies have claimed to be able to determine your socio-economic status by what you laugh at, in fact. Fart jokes and pratfalls for the working class, existential stories based on willful misinterpretations of esoteric knowledge for the elites.) (The flaw in this kind of study, of course, is that semi-illiterate yahoo entrepreneur’s can make buckets of moolah with a good biz, and over-educated snobs may be dead-broke slackers.)
It’s gonna take a while for researchers to get it all straight (if they ever do).
The thing is, humor is complicated.
But it’s also a major element of business and social life, so thinking critically about it gives you an edge.
Here’s how I’ve broken it down (through a long life of observing):
Marketer’s Insight: Just understanding the fundamentals of how humor is delivered and consumed can help you immensely. If you’re not a witty dude, don’t try to fake it. You can’t. If you like jokes, go ahead and memorize some… and use them when you’re in a situation where everyone is yukking it up over memorized jokes.
But consider the audience, always. Don’t shock when it will offend. Never assume your audience shares your religious or political views (and triple-check your perception of this before wandering down the very dark alley of potentially-offensive jokes). And it’s fine to just be part of the audience, to laugh and enjoy the wit or the prepared humor — you’re actually bonding with your supporting laughter.
Quick Story: A well-known colleague of mine — a really nice guy, liked by everyone, and a killer marketer — once took me aside and asked how he could develop a more interesting personality. He was lost in witty conversations, had no jokes memorized, and didn’t understand why some folks found some stuff so fucking funny.
I took the challenge, and with my pal Kevin Rogers (the former stand-up-turned-copywriter), we gave him a list of things that might help (which included watching George Carlin routines critically — figuring out how each story unwound, and when the laugh points popped up… memorizing a handful of jokes from the Playboy jokes page and also from Reader’s Digest — so he had something a tad ribald, and something very middle-of-the-road… and critically reading witty authors like P.J. O’Rourke or Molly Ivins — one conservative, one liberal.)
It didn’t work. I know you can develop real wit, because I’ve progressed myself from a joke-telling kid (sharing stuff from Mad magazine or jokes my drunk uncles used to shock the aunts), to a rookie good conversationalist, to a high-end witty dude who can hold his own in any crowd. On any subject.
But I think you need to start with a basis sense of humor… which we’ve discovered is not default equipment with all humans.
Still, by all means, learn how to tell a joke properly. Find them written out, and memorize them, right down to the exact words used. It’s like memorizing scripted lines for a play. Some advanced actors may wing it occasionally… but if you can’t do that, don’t wreck the scene by trying. Study the process, if it interests you, but otherwise just follow the path already laid out.
Another Quick Story: Gary Halbert and I loved to mess with each other’s minds on stage at seminars. The ultimate prize was getting the other guy to lose his cool by laughing too hard to speak (or come back with a wittier line). Spitting coffee through your nose was a bonus point.
We’d get vicious, too… using insults, practical jokes, rumors, everything was fair play. It kept us loose and happy during long weekends of Hot Seats.
But it also taught us a good lesson in the limits of humor. During one break, Gary and I were chatting at the side of the stage… and an attendee walked up and leveled a gross, tasteless insult my way. Then he laughed heartily. In his mind, he was inserting himself in the Inner Circle — he’d thought, “Hey, I’m a funny guy, too”, and figured insulting me was an easy way to get special attention.
Cuz, you know, Gary and I were so vicious with each other.
It doesn’t work that way, of course. Neither Gary nor I laughed. We just stared at the guy until he slinked away, humiliated.
Hey — I can call my friend a fuckhead and get away with it. Because that’s how we roll.
But YOU call him a fuckhead, and I’m in your face in a heartbeat. You’re not allowed that privilege.
If you have to ask whether you’re in the Inner Circle or not… you’re not in it. This is pretty much universal in human experience. You can loudly berate your bowling buddies and get a laugh back… but that goofy yahoo on the other team says the same thing, and them’s fighting words.
It’s stunning how often people don’t grok how this simple social paradigm works. And it can ruin business situations for you, handled poorly.
Just a word to the wise…
The Joke’s On Us #3: Finally, for this primer on the subject, never underestimate how much some people value humor…
… while an equal number are threatened by it.
Look critically at long Facebook threads for evidence. You’ll find in-jokes that you cannot possibly understand, because you’re aren’t privy to the back story. You’ll find other people gleefully trying to keep up with the witty back-and-forth’s, who miss the point entirely. (You can get real-world examples of how different people find different stuff funny… and keep in mind the research claiming to predict status by what you laugh at.)
And you’ll find many examples of people trying desperately to disrupt funny threads. Every time someone inserts comments like “First-world problems”, they’re trying to kill the conversation. Ask yourself why they’d want to do that. Often, it’s simply being uncomfortable with the discussion, and yet feeling desperate to comment. Just as often, though, it’s a crude attempt to establish dominance. (It’s the same with comments like “Bang! for the win”, which attempts to control through judgment.)
I consider these kinds of disruption offensive, because they can murder a good thread. Hard to continue laughing about some modern situation when reminded that kids are starving in India. It’s Debbie Downer on steroids.
It’s the same with sarcasm. Shielding cynical comments by claiming “you’re just joking” is a blatant cop-out, and a failure to take responsibility for the consequences of your statements. It works, unfortunately, in politics and personal grievance. “Can’t you take a joke” is the icing on the insult.
Humor evolves on a society-wide level. What was hilarious a decade ago in a movie is now a cringe-inducing example of obliviousness. Outside the US and Britain, stand-up tends to be joke-oriented… whereas our comics and cartoons careen toward the absurd, employing more long-form stories than standard punch-lines.
Humor is very important to some people. It’s my main defense against a heartless universe obviously out to get me.
And at the same time, humor is a very foreign and scary thing to others.
This is why it doesn’t mix well (usually) with serious sales pitches, where money is on the line.
I may do another post on this, if folks are still wanting more.
Meanwhile, love to hear your take and experience with humor in biz situations, in the comments section below…
P.S. One last tactic: If you’re going to use humor in biz settings… it’s a good idea to make yourself the butt of any joke. It’s called “self-deprecating” humor, and it allows you to use every shred of your wit, sarcasm and sharp humor to make a point… you simply make yourself the target, rather than risk offending or insulting anyone else.
I make sure my audiences at events understand that I know the answers to so many problems… because I personally failed or got waylaid by nearly every problem possible in life and biz myself. It’s absolutely true… but a less forthright speaker might avoid spoiling his reputation with confessions like that.
If I nail an attendee with some shocking assessments (like calling him an idiot)… I make sure he understands, first, that I’ve been the biggest idiot in the universe myself. Many times. And making mistakes, learning my lessons, and then using those lessons the next time is how I became successful.
In fact, I don’t know of any other way to progress in life and biz.
P.P.S. By the way…
… if you’re a victim of what my colleague David Garfinkel calls “intellectual loneliness” (where you’re withering away because you lack witty, funny, smart-as-whips pals… who also happen to share your passion for business, copywriting, marketing and the entrepreneurial lifestyle)…
… then it might be time for you to seriously explore my Platinum Mastermind group.
It’s a small (under 20 members) group that meets four times a year… where we do Hot Seat-style consults on each member’s situation (problems, biz plans, ad copy, anything at all that’s bugging them)… with a focus on GETTING SHIT DONE. No vague philosophy. Just hard-core, detailed, specific brainstorming and sharing of experience that leads to actual things you can do to unclog the moolah spigot, and get your biz and life back on the fast track.
We also have guest experts who come by just because they like the way I operate. And they share, and help brainstorm, and just pour themselves into the weekend. Recent guests: Joe Sugarman… Gary Halbert’s sons (Bond and Kevin)… Jay Abraham… Brian Kurtz (former CEO of Boardroom, Inc)… Dean Jackson (marketing superstar)… Joe Polish… and many more.
Just see what’s up, for cryin’ out loud. The site won’t bite you: Carlton’s Platinum Mastermind.
Oh, yes. This could be the day you remember forever, where everything changed for you…
“Ch-ch-changes, oh look out, you rock and rollers…” (David Bowie, “Changes”)
All last week, on Facebook, I opened myself up to the mob…
… and promised to answer the best 5 questions posed in an experimental “Bug The Grizzled Pro” post. I just wanted to see what was bothering folks, holding them up, disrupting sleep and profits and happiness.
I was pretty damned impressed with the level of questions that poured in, too. Finding 5 good ones was easy. Answering them required my full focus… and the stuff is good.
So, just to make sure this advanced Q&A isn’t lost in the mire of Facebook (where stuff fades away forever), I’ve posted the entire exchange here. (If you want to see the comments, you’ll have to go to my Facebook page and root around in the posts for the week of November 9-14. And while you’re there, thrilling to the banter, trolling, and fevered debate, sign up to follow me, why don’tcha?)
Here’s the relevant posts. Enjoy:
Bug The Grizzled Pro: Anything you’d like to ask me about, or see me rant about here or on the blog?
I’ll never run out of my own ideas (you oughta see the cluster-mess of untapped stories, advice, epiphanies and general bullshit roiling around in my head)…
… (just be happy you aren’t experiencing this kind of internal chaos yourself)…
… but I’m always happy to see what folks are curious about.
I mean, really — how often do you get a chance to strafe the deck of a veteran, seen-it-all professional like this?
Give it a shot. The worst that can happen is public humiliation, or accidental enlightenment that forces you to change your life (or something in-between).
Don’t be a coward. Ask.
I’ll answer the first… um… five good questions during the week. But they gotta be good…
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.)
However, here’s a nice little taste:Read more…