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About That “Secret” Collection Of My Best Ads…

Saturday, 2:00pm
Reno, NV
“Any writer who doesn’t write for money is an idiot.” (H.L. Mencken)

Howdy…

You know what real writers do?

They study other writers…

… especially when those other writers have been successful.

And in direct response marketing, it’s easy to define “successful”: It’s the ads that brought home the bacon.

Well, I’ve got some good news for y’all here.

We just found a previously hidden cache of my best ads (meaning: the ones that worked like gangbusters)…

… complete with background stories (written exclusively by me) about how I created them.

(These stories include insider stuff about my pals Gary Halbert, Jay Abraham, Dan Kennedy and others — stuff you simply won’t hear about elsewhere.)

You can spend a lot of time tracking these little beasts down online, but you’ve never find all of them…

… and you’ll never find the stories behind them. So you won’t know which ones worked, how well they worked, or how they came to exist in the first place.

This little bundle includes lots of rare stuff.

You already know I developed the most hard-core copywriting style out there.

If you’re hot to find out how these legendary pieces came into existence (and how they did), you’re gonna swoon over this collection.

Just go here to grab access.

Enjoy.

Stay frosty,

John

P.S. The photo up top was snapped in Mexico during another round of writerly debauchery in my early career.

When your heroes are the hard drinking, hard partying writers who chewed up scenery and devoured life in huge gulps, you gotta work hard to keep up.

Live large. Be a good human. Love what you do. And hug the people closest to you.

Just be safe while this Plague rages…

Here’s Your Damn FREE Book, Already…

Monday, 7:01pm
Reno, NV
“There is nothing that cannot be achieved by a man who refuses to listen to reason” (Gary Halbert)

Howdy…

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?

For free?

And that’s what I’m gonna do.

Hey, it saves me a ton of editing and detail work (which I loathe).

Title:

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

Introduction

Folks complain to me all the time about the length of many of my posts (especially here in the blog).

Well, fine.

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.

Just enjoy…

Chapter 1

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.

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…

Chapter 2

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:

Those who crave living through adventures, like crack addicts seeking peak thrills.
Those who love adventure, but get as much enjoyment out of reliving them as they do going through them.
And those who avoid adventure at all costs.

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.

Chapter 3

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…

…surrounded by the likes of David L. Deutsch, Kevin Rogers, David Garfinkel, the various guest experts I invite in, and most of the members.

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.

Always.

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.)

Chapter 4

Wait — Does Carlton Still Consult
With Regular People?

Just had a colleague (a colleague!) ask me if I do personal consultations.

Uh… yeah.

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.

Chapter 5

No Good Deed
Goes Unpunished

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…

Chapter 6

The Genius Of
Operation Money$uck

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.

Chapter 7

The Best Way To Learn
From Mentors

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.)

Chapter 8

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…

Chapter 9

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.

Chapter 10

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?

Zero.

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.

Chapter 11

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…”

Chapter 12

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.

Stop posturing.

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.

Thanks.

Just sayin’…

Chapter 13

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…

Stay frosty,

John

Photo courtesy of Ms Significant Other

Playing In The Big Kids’ Sandbox

Friday, 11:35pm
Reno, NV
“Tell your mama and your papa, I’m a little schoolboy, too…” (“Good Morning, Little Schoolgirl”, Sonny Boy Williamson)

Howdy…

Eventually, the main concerns of an entrepreneur become:

Concern #1. How does all the hard work fit into a lifestyle you enjoy having?

Nobody minds slaving away in the early stages of a biz adventure, cuz it’s fun.

And nobody wants to get locked into forced labor indefinitely, with no end in sight.

That old “work-life balance” thing can be a pesky bugger.

So this lifestyle stuff quickly becomes something you need to pay serious attention to. It’s interesting that so many “get rich quick” schemes feature (as bait) someone supposedly living a great life, on a beach somewhere, drenched in wealth and sex and fun…

… but the folks who fall for the pitch never quite seem to attain the same action.

That’s because, while it looks easy enough to do, it’s actually a royal bitch to put together a great lifestyle.

You gotta sample lots of things (like, for example: Do you even LIKE the beach?), test out different kinds of fulfillment (a huge mansion isn’t so much fun if you can’t afford to maintain it, or it’s far from your friends and you slowly waste away from loneliness), and figure out what you actually want (pretty Ms Suzy Q, the beauty queen, might turn out to be a nightmare to live with).

The trick to knowing how to set and achieve goals involves much guesswork at first…

… because almost no one really knows what will make them happy, at first.

In fact, I’ve discovered that MOST folks don’t actually want what they achieve, in their first efforts at implementing goal-attaining behavior.

They underestimate income, what makes them happy, and how fulfilled they will be with the first batch of stuff they go after. (I’m certainly in that camp. I was so broke and lost when I discovered the magic of goal-setting-and-attainment, that I was way too modest about moolah, love, and lifestyle. Took me years of attaining and discarding to figure it out.)

It’s a process.

Just like business.

The trick is to start right now, no matter where you’re at in life.

And use critical thinking to examine what you’re after, and what it means to you after you’ve attained it.

And adjust accordingly for the next round of goals.

Concern #2. Are you maximizing the easier ways to bring in money through multiple streams (so your cash register is pounding away even when you’re asleep, on vacation, or missing in action)?

Most entrepreneurs and freelancers leave massive piles of moolah on the table, never realizing the potential windfall just itching to fall into their laps.

You’d be shocked to know how many veteran business owners come to me for consulting…

… with a main problem of “not enough sales”…

… who actually just need to implement simple things like a good back-end.

A good back-end is just creating a product or service (or a menu of such) that you immediately offer customers…

… right after they’ve bought whatever you sell that took so much marketing and effort to close.

You spend 90% of your time and marketing money on making that first sale.

Then, you got nothing else to offer?

After earning all that trust, and getting them to open their wallet?

Right when the first sale is made, that wallet is still open, you know.

And the customer is still glowing with his new-found trust in you and your business.

So, you ignore that opportunity?

Stop. Offer him something else. Right away.

It will cost you ZERO in marketing. You simply make the offer, while you’ve still got his attention.

Such a deal.

And then offer him something else, again, throughout your future communications with him.

Of course…

… most marketers forget to continue communications at all.

Or they’re ridiculously stingy about it (as in, sending out one or two emails a month).

No, no, no. Simple way to double your income next year: Email your happy customers, and your still-doubtful prospects, OFTEN. At least a couple of times a week.

The most successful marketers I know email their list every freaking day.

And no, it doesn’t alienate their list…

… because they take pains to keep those daily emails interesting and valuable.

Simple ways to keep interested customers buying, over and over, after the initial sale: That’s the key to kicking your bottom line into the stratosphere.

(And that’s just ONE way to maximize profit. For freelance copywriters, for another example, royalties can produce income for years after the work is done. I’m still receiving checks for ads I wrote TWENTY YEARS AGO. And the tactics just go on and on. Not exploring the simple ways of boosting your income is just asking for a lifestyle of relentless hard work and burnout.)

3. When do you decide to chuck the original model, and grow?

To complicate the hell out of everything, bringing in new staff or putting yourself in debt to investors, just because you think that’s how “growth” happens…

… is silly.

When you’re ready to play in the Big Kids’ Sandbox, you often just need a better game plan, higher quality skills, more powerful network connections, and a much, much deeper bag of tricks if you intend to thrive.

Becoming, and remaining, successful is an ongoing process that requires constant vigilance…

… and a commitment to doing what needs to be done to sustain your enthusiasm, your motivation, your ability to “read” your market, and the resources needed to stay relevant and vital.

Think of all this as your “toolkit”.

In there are the tools, tactics, strategies, techniques, skills…

… and the human side of your resources: Your networks, colleagues and mentors you trust to keep you focused on the right goals.

We all need someone to confide in, share ideas with, and confess our fears and troubles to. (I’ll be on the phone today with multiple colleagues, talking shop. And I’ll come away from every single call more energized, bursting with fresh ideas, and full of new tactics to put things into motion.) (After 30+ years in this biz, I’m one phone call away from the best possible answer to EVERY SINGLE QUESTION in business today. That’s a luxury you need to aim for, too.)

For some, that confidant is a spouse. For others, a biz partner.

For most, though, it often comes down to bringing in outside consultants who can give your situation a cold appraisal…

… and deliver the truth in ways your close friends and lovers may not be able to muster.

The top entrepreneurs all have a bulging toolkit, along with a vast network of human resources they rely on to grow, to recover from failure, and to help keep their eyes on the prize.

Just sayin’… all this is the key to a happy, wealthy life as an entrepreneur.

Stay frosty,

John

P.S. You don’t get into the Big Kids’ Sandbox with stuff you learn from a book.

No. You get there by tapping into the experience and savvy of mentors and experts and colleagues willing to share (while you’re building your own foundation of experience).

That’s where knowing where to turn comes in.

It’s good to have a one-stop resource for all the idea vetting, implementation strategies, skill-set expansion, and high-end reality checks you need to goose your mojo (and bring in the Major Bucks).

Here’s an excellent one-stop resource like that, sitting right under your nose…

Tribute To The Ink Stained Wretch

11 COMMENTS

Tuesday, 11:22pm
Reno, NV
“I’m a long gone daddy in the USA…” (Bruce.)

Howdy…

For most folks in America, July 4th is about picnics, blowing shit up, and toasting the gutsy nature of our country.

Born in defiance and battle, prickly and belligerent and idealistic, with built-in endless (and often absurd) political arguments…

… we’ve somehow made the grand experiment last a couple of centuries and a half.

For me, though, the real victory of the joint isn’t in the details of elections or legislation, or the question of how exceptional we are or aren’t as a culture.

Nope. My own pursuit of life and liberty has always balanced on the First Amendment…

… particularly the parts about freedom of speech and freedom of the press.

That’s the beating heart of this place. That’s the saving grace.

For every writer here… novelist, copywriter, journalist, blogger or disgruntled “letter to the editor” ranter…

… there is a long, gruesome pedigree of ancestor writers who were prosecuted or erased or bullied into silence, stretching back as far as history goes.

We’re so spoiled here with freedom of speech, that many naively believe it’s an essential privilege that, of course, is the rule and not the exception.

Yet, the opposite is true.

Even today, the right to speak or write about what’s on your mind remains curtailed, risky, and forbidden all over the planet.

Even here, the struggle to get to this point — where you and I can write “fuck” without fear of censorship or a visit from The Man — was an ongoing battle that claimed careers and lives of contemporaries.

I grew up owning banned books (from the notorious Grove Press, which insisted on publishing every author banned in the U.S. throughout the latter half of the 20th century), watching authorities destroy comics like Lenny Bruce and artists like Jim Morrison, and being pleasantly dumbstruck when respected magazines like The New Yorker finally began printing formerly-prohibited words like “motherfucker” in their articles.

It’s not just about swearing, or about sex, or even about the never-ending brawl between Puritanism and libertarianism.

Much deeper than that.

The offensive language and unhinged rants now common online are just a price to pay for the more important victory of Free Thought over censorship.

All those past writers and wannabe scribes, muzzled and cowed into submission or silence over the past eons, would weep with joy at the lack of control by The Man over what we think and write. Never mind the wonders of electricity, air travel, the InterWebs, the buzzing gadgets that dominate modern life — the real jaw-dropper is our ability to use our minds unfettered by outside authority.

It’s a shame folks here take it all for granted. That’s how you lose these kinds of privileges.

The offended classes gather power, see freedom of thought as a direct threat to that power, and wage constant war against it.

Most folks have no use for too much freedom — it’s kind of scary, full of challenges to their belief systems and ideologies and traditions.

And I’m all for having the sense to pull back a bit in situations where speaking like a drunken sailor will cause folks to clutch their pearls or faint. I’m fine with a little cognitive dissonance, where we pretend that kids have never heard a bad word before, or that “decent” literature and movies can be great art.

But do not infringe on my right to enjoy Shakespeare and Twain and George Carlin and Henry Miller without hiding (all have been banned or censored at some point in our history).

And I will write whatever the hell I choose to write, whenever I choose to write it.

We all have to pick our battles in life. Writers tend to be an introspective, introverted bunch who aren’t so hot with manning the barricades…

… which is why it took nearly the entire arc of civilization’s history to reach this point of unfettered free thought.

So we modern writers owe it to the ink-stained wretches of the past — our professional ancestors — to embrace, defend, and heap glory onto the practice today.

This kind of freedom was never a guaranteed deal.

The Founding Fathers argued about it, and current governments elsewhere still get queasy even considering letting nutballs like us off the leash, with no way to stop our brains from thinking way outside of the box.

Dangerous stuff.

I realize that many of my fellow citizens would be just fine with a few shackles on writers here and there. For them, other battles are more important. And that’s fine…

… as long as these nay-sayers keep losing that argument.

For me, the real fight of the past few generations — the fight worth dying for today — is freedom of speech. The unconditional freedom to think, and write, whatever goddamned crap I feel like writing about…

… whether it’s the next Great American Novel or just a funny post on social media skewering uptight jerks.

Or even another ad that raises eyebrows.

Yes, there are a few restrictions still. I’m okay with having a few legal lines that shall not be crossed (because they cause real harm, not theoretical harm).

But the restrictions should remain rare.

Hearing harsh language won’t damage your brain, no matter how freaked-out you get over it.

Being exposed to foreign ideas won’t change your biology.

And stumbling upon writing that offends you won’t cause civilization to crumble.

I’ll toast the First Amendment today, and every day afterward, for the rest of my life.

It was worth blowing shit up for. It’s worth every knock-down fight that has happened, and if more fighting is required, sign me up.

For all the faults and missteps and foibles of my country’s existence…

… I still allow myself to get choked up over Old Glory.

Because she flies over my continued ability to be the kind of writer my ancestors could barely dream of being.

Free.

Fuckin’ A.

Play ball.

Stay frosty,

John

P.S. Hey — make sure you’ve got my books with you when you go off on holiday.

You can order them right now, in the right-hand column here. The digital versions will be in your digital hands immediately, too… no waiting…

Here’s that old book I recommend…

12 COMMENTS

Tuesday, 12:36pm
Reno, NV
“… and succeed in changing the world.” (Dale himself)

Howdy…

I’m about to reveal that book I taunted you with in our recent email exchange.

But first, I want to really lay it on thick how important this is.

I’ve made a habit to practice what I learned in this book ever since I first read it some 30 years ago.

And it’s never failed to work.

I’ll go to parties where I don’t know anyone, and within minutes have someone sharing secrets about themselves they’ve never told anyone before.

And they’ll consider me of such high quality, that they are almost desperate to become my close friend.

Yet, they don’t know a thing about me. I haven’t shared anything about what I do, who I am, what I have to offer.

I simply practiced the tactics I learned from this book…

… and let the magic unwind.

And frankly, I see the LACK of these simple skills a serious reason why so many entrepreneurs fail.

They simply do not understand the fundamentals of good salesmanship…

… which do NOT start with you lecturing to your prospect. Or sharing details of your life, or your desires and goals.

Nope.

The magic starts, and ends (with a sale), inside your prospect’s head.

It’s incredibly important to the sales process…

… and even more so now that we do so much biz online.

In person, these skills work like crazy.

Digitally, they STILL work like crazy. My emails, blog posts, Skype calls and everything else is front-loaded with them.

Okay, time to share:

The book (again, called The Salesman’s Bible by savvy insiders) is Dale Carnegie’s “How To Win Friends And Influence People.”

You’ve heard of it. Maybe you even read a bit of it.

Certainly, you’re heard jokes about it. People have been mocking it since it was first published. The headline alone (suggested, I believe, by ad legend John Caples) has spawned a thousand mimics, both seriously and satirically.

Doesn’t matter.

All books are TOOLS. You use them, to absorb the info and strategies and tactics. They are your hammer and nails, the most fundamental tools in your kit.

Keep the book hidden, if you like, if you’re afraid someone might laugh at you.

But read it, several times.

And get the oldest edition you can find. As I mentioned in the email, Dale’s heirs have decided they know more than he did (despite not living the life of a salesman), and screwed around with the copy.

I prefer the older editions. The one I first read was from the 1930s.

I just checked on Amazon. You can buy a 1981 version (pre-heir screwing up) for around $40. Or get one of the new digital versions for a few bucks — do that, if you must.

But get hip, regardless.

Oh… and there’s a FREE book here for you, too.

Next post down…

Stay frosty,

John

How To Force Me To Personally Advise You On Your Business… For Cheap…

Friday 8:09pm
Reno, NV
“Just move on up now…” (Curtis Mayfield)

Howdy.

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.

How much?

A single hour session with me, personally, is just $2,500.

Here’s what to do now:

Just email Anne at annem@marketingrebel.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?

That’s it.

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.

Stay frosty,

John

Does Anyone Really Know You?

10 COMMENTS

Wednesday, 11:22am
Rome, Italy (yeah, I’m on vacation)
“Wither goest thou, America, in thy shiny car at night?” (Jack Kerouac)

Howdy…

I’ve been asking people, lately, what I consider a great question: “Is there anyone in your life who could write your biography?”

Most folks never think about their legacy.

The writers I know all do, of course, though few take the time to work up an autobiography (beyond the blurbs we use for promotion). You gotta be really full of yourself to think you’re worthy of a book.

Still, it’s a question to ponder. Who in your life knows you well enough to tell the tale?

I have no one. Because I’ve moved around a lot, and had radically different sub-plots in my life many times that brought in new batches of friends and cohorts, leaving prior ones in the dust.

There are folks who could tell you intimate things about me, within a limited “chapter” of time… but never the whole story, as an overview. Childhood, youth, the middle years, geezerdom. Each of these eras are like separate John’s, completely different people.

Guys like Keith Richards and Mick Jagger have been close their entire lives, from late childhood on, because of the band. They may not know all the details of each other’s tale, but they could hold forth with pretty decent accuracy on the main themes.

What Shrinks Know That You Don’t Yet

6 COMMENTS

Saturday, 1:25pm
Reno, NV
“It’s game over, man, game over!” (Corporeal Hudson, “Aliens”)

Howdy.

Folks who’ve followed my ramblings and rants for a while know that I’ve had a healthy, life-long love of psychology. Both the academic discoveries, and the street-level revelations that only savvy, old school salesmen ever discover.

And that’s the useable stuff. The insights and tactics that work in marketing, for example. And in dealing with people (who, as you well know, can be whacky and illogical at the worse times).

So here’s one piece of what I call Psych Insights that may help you at a very fundamental level.

Dig: I’ve hung out with — and learned a lot from — a number of professional psychologists.

Most are whacked (with personal lives in complete disarray)…

… but it’s like knowing an insane plumber who can nevertheless fix any pipe problem you have.

You don’t judge the guy you let into your brain’s plumbing by his whackiness, but by his ability to help you.

Anyway, Gary Halbert also shared my fascination with shrinks, and even had one in his inner circle for a few years. (We tried, and tried, and tried to help him get an entrepreneurial project going… but, you know, he was just too caught up in the academic mindset to “get” marketing.)

This particular shrink really understood the territory of human behavior and belief, though. (He’d spent so much time inside people’s heads, he could recognize your particular neuroses before you opened your mouth.) (Yes, you’re neurotic. Get over it. We all are.)

What I learned from him (and other shrinks, both the good ones and the close-to-being-committed-themselves ones) gave me awesome persuasion tools to work with in ads.

But I also learned a lot about living well, too.

Tribute To The Ink-Stained Wretch

14 COMMENTS