“Ah, but I was so much older then, I’m younger than that now…” (Bob Dylan, “My Back Pages”)
A lot of my social media focus lately has been on Facebook. As much as I distrust and mildly despise The Zuck, I have to hand it to the little sociopath for figuring out a dynamic that allows for real interaction with folks…
… which lasts, on average, around one to three days. Then, even the most viral post disappears down the social media rathole and is gone forever.
So I like to rescue some of the better posts I’ve carved into the FB newsfeed, and stack ’em up here on the blog… where they’ll survive in the archives for as long as this rickety thing exists. (We’re officially at the decade mark, by the way. Ten years of posting monthly… except for January of 2012, where I inadvertently didn’t publish an intended article in time, so the archives have that single hole in them. That’s pretty freakin’ awesome.)
Anyway, no need for context here. If you’d enjoy seeing the comment threads on any of these posts, just hop over to my FB page (where you should already be following me, anyway, what are you thinking?). It’s www.facebook.com/john.carlton.
And, as always, I love to hear what you’re thinking in the comments here (where I often hang out and interact).
By the way… that photo up top is from the big damn AWAI seminar I was a featured speaker at, back in October. Everything about the photo (and yes, that’s Dan Kennedy sitting with us) is explained in the Psych Insights For Modern Marketers podcast I link to below (in one of the posts) (and yes, this is a tease to get you to read this entire thing).
Enjoy the year-end Facebook roundup:
Take This To The Bank, Part 11: Most people’s daily actions (eating, buying, loving, hating, grooming, working, all of it) are based on beliefs… which they regard as “true”.
You better grok this, if you want to communicate with, sell to, or persuade folks in any way.
As irrational and unfounded in reality as these belief systems can be, they become unshakeable foundations for all behavior, thought and decisions.
Rookie copywriters like to bowl readers over with facts and data and science. Yawn. These are humans you’re writing to. Reality is very subjective, and by the time perception gets past the internal obstacle course of flawed senses, emotional distress, and knee-jerk denial… your facts will get ambushed and slaughtered as efficiently as a 30’s-era mob hit.
Real persuasion occurs in the murky soup of people’s ancient, mostly-unconscious belief systems. Timid efforts ain’t gonna cut it.
Bold, and even spectacularly whacky beliefs trump crunchy facts every time.
Just something to keep in mind as you explore persuasion expertise…
A life well-lived will be roiling with stories. Seems pretty obvious.
But it’s the same with a business well-run. And a career with lofty goals. Even a project you’ve thrown yourself into. Or a single day of enthusiastic productivity.
The world spins in the greased grooves of stories. All around you, and deeply intertwined with your very existence, are stories of romance, harrowing adventure, small and large heroic episodes, and the fascinating history of your impact on everything you touch. Yes, you.
Your stories swirl and crash into the stories of your friends, colleagues, lovers, clients, family, enemies and random encounters.
Recognizing these stories, and molding them into snarling tales with a set-up, a point, and a punchline or lesson, can kick you into a higher level of conscious living. The slumbering masses ignore, deny and deflate their stories… and yet, the hunger in all of us for well-told tales is never sated.
There’s no big secret to success. It’s not the moolah or power you accumulate… it’s the wealth of experience, feelings, brain stimulation, and your impact on others generated by living large.
It’s hard to become, and stay conscious. Your stories help you catalog the good stuff, and keep you enmeshed with all the other actors in your life’s movie.
The best marketing is alive with stories, because it’s all just an extension of life well-lived.
Go chew up some scenery. The only real crime in the universe is squandering this unique, scary and wonderful existence you woke up with today…
“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…
“I read the news today, oh boy…” (Lennon, “A Day In The Life”)
One of my favorite quotes from Gary Halbert: “There is nothing that cannot be accomplished by a man who refuses to face reality.”
You laugh, but he was dead serious. One of the reasons we became fast friends was our mutual outlook on life – whenever reality was inconvenient to our goals, we just ignored the facts, lowered our head, and bulled forward.
That photo, above, is me in high school (from the yearbook). I loved basketball, and was good enough to become the captain of the “B” squad my junior year…
… however, as should be evident in this photo, I ran into a brick wall trying out for the varsity a year later.
The guy guarding me as I took that jumper is taller than me by a foot. I was the smallest guy on the squad…
… and really, at some point a caring coach probably should have taken me aside and said “John, I know you love the game… but look at your family. No one is taller than 5’10”, and basketball is a sport for tall folks. You’re not going to magically grow into the size they want on the varsity team…”
I wouldn’t have listened, anyway. I’m like a Jack Russell terrier – a big dog trapped in a small dog’s body. Eventually, in sports, my poor eyesight and lack of height stopped me…
… but I had fun for a couple of years in the meantime.
Later on, as I was gathering my courage to try copywriting, an actual professional copywriter earnestly informed me that I should not even try.
“It’s too hard,” she said. “You’ll never be a pro writer.”
That was, of course, the BEST thing she could have ever told me. I doubt I could have survived the first years without that internal motivation of needing to prove her wrong.
I call it “negative motivation”… and it’s actually one of the most powerful forces available for getting stuff done. I never saw her again, and don’t even remember her name…
… so it wasn’t a need to flaunt my success in her face. It was all internal for me – I used her as the “face” of the obstacles in front of me, and I even laughed when I later realized I was in a position to tell her “Fuck you, I made it anyway.”
Yes, my internal ego is an immature twerp sometimes. Chip on the shoulder, snarling underdog attitude, and an almost stupidly-aggressive and irrational refusal to face reality.
I am so grateful for it, too.
(By the way… I nailed that shot in the photo, above… and ended up with 20 points while also hitting the winning basket. Easily my finest moment in a futile, doomed effort to be a “real” basketball player. A has-been at 16.)
You do not need to be a belligerent rebel to be a good entrepreneur…
… but it can help sometimes.
Certainly, given the choice of sitting down to dinner with the business types in suits, who are uber-polite and careful in their conversations…
… or the rowdy crowd of rule-breaking ne’er-do-well whack job entrepreneurs who may easily get kicked OUT of the restaurant….
… well, you know which one I’d pick.
I was Halbert’s sidekick for a very long time, and one of the most enjoyable parts of the gig wasRead more…
“Wave that flag, wave it wide and high…” (Grateful Dead, “US Blues”)
As a kid, July Fourth meant fireworks, and lots of them.
We’d start salivating around mid-June, shaking like 10-year-old junkies until Pop finally drove us to the Red Devil stand in Fontana, where’d we stock up on the most gruesome display of flame, gunpowder and amateur rocketry possible.
Oh, the joys of ladyfingers going off under Aunt Ruth’s chair… of nearly burning down the garage when a bottle rocket zoomed sideways… of thrilling Roman candles singeing the shrubbery… of snakes, pinwheels, sparklers and fountains frothy with fire in the backyard battlefield…
It was freakin’ glorious, is what it was.
But I never made the connection to what, exactly, we were celebrating.
Later in life, I got into history, and I finally understood why (for example) my Mexican and European pals rolled their eyes at my stories of celebrating the Fourth by setting fields on fire with M80-loaded Silver Salutes, or blowing up toilets in the boy’s room with cherry bombs (as custom demanded).
Americans are a raucous bunch, that’s for sure.
We take a lot for granted, we’re still fighting the Civil War, much of our politics is incoherent and illogical, and we can be pretty infuriatingly provincial.
Plus, we’re no longer world leaders in the stuff we used to be rockstars at, like education, social mobility, inventions, progress, medicine… and we’re in denial about much of it.
However, even acknowledging all of these glaring faults hasn’t made me as cynical as some of my hipster pals. As I’ve said many times, no political party would ever allow me to be a member, and you’ll never figure out how I vote or what my views are on the topics the news media obsesses about.
This causes some problems in social situations when colleagues just assume I agree with them on the major issues. And I usually don’t agree at all. I’m not a total cynic, but I find fault with almost every opinion I hear. I totally understand how a lot of folks do become snarling partisans, enraged at their polar opposites on all issues, bereft of hope for the future.
I just learned to loathe cynicism itself long ago.
Worthless attitude, doesn’t help anything, doesn’t provide solutions, doesn’t make an iota of difference in what goes on. At best, the cynic may toss off an actual witticism…
… but mostly, they’re just too cool to be bothered beyond expressing droll boredom and a vague superiority at being “above the fray”.
Well, fuck ‘em. The social/political/world-affairs cynic is a close cousin of the dude who’s never met a payroll, yet feels completely qualified to deliver speeches on how everyone else’s business should be run.
And I learned to shut that guy out very early in my career. My first question, whenever someone was bashing an entrepreneur’s efforts, used to be “well, what would you do in his situation?”
Which, of course, produced exasperation that someone of such intelligence and knowledge as themselves should be required to come up with solutions.
If you’re actually looking for biz solutions rather than just complaining about everything wrong with the world, here’s a great place to start.
The nerve, asking him to dirty himself with real-world considerations.
Nowadays, I prefer to just let the conversation die from non-involvement. No matter what the cynic is talking about, it’s the same game every time – either “they” (the mysterious folks apparently running everything) need to fix things, or the world just needs to stop bothering Mr. Cynic with its problems if no one’s gonna take his advice.
Yeah, you’re the guy I’m going to when problems need fixing. Those platitudes, snooty attitudes and arrogant dismissals of detail work oughta solve everything fast.
Oops, I let some sarcasm slip there. Sorry.
Anyway, I bring up my detestation of cynicism because it often rears its ugly head right about the Fourth of July, when guys like me start ruminating on what’s good about this country.
Yes, I know The Man is getting better at keeping us down.
I know we’re being groomed for digital slavery by evil geniuses who want to control the universe. And I know it’s hopeless to fight city hall (let alone the gazillionaires currently corrupting every corner of the government with buckets of moolah).
But I’m an amateur historian.
And I can scoff at the cynics because even a casual glance at the ride we’ve taken as a country so far lays bare a single fact: We’ve always been at each other’s throats… Read more...
“But it’s all right… in fact it’s a gas…” (The Stones, “Jumpin’ Jack Flash“)
It’s time for another orgy of graduation rites across the land…
… and, in honor of it all, I am re-posting my now globally-notorious big damn rant on the subject. This was one of the more popular posts I’ve written, so it deserves an annual rediscovery.
So, without further ado… here’s the fourth redux of that post:
Nobody’s ever asked me to give the commencement speech for a graduating class.
That’s probably a good thing. I’m pretty pissed off at the education system these days, and I might cause a small riot with the rant I’d surely deliver.
See, I have a university “education”. A BA in psychology. (The BA stands for, I believe, “bullshit amassed”.) I earned it several decades ago…
… and while I had a good time in college (height of the sex revolution, you know, with a soundtrack that is now called “classic rock”), made some lifelong friends, and got a good look at higher learning from the inside…
… that degree provided zilch preparation for the real world. Didn’t beef me up for any job, didn’t give me insight to how things worked, didn’t do squat for me as an adult.
I waltzed off-campus and straight into the teeth of the worst recession since the Great Depression (offering us Nixon’s wage-freeze, record unemployment, an oil embargo, and near-total economic turmoil)…
… so, hey, I should have a little empathy for today’s grads, right?
While today’s graduates are facing similar grim economic times, there’s been a significant change in the concept behind a college education. Somehow, over the years, a bizarre mantra has taken hold in kids minds: “Get a degree, and it’s a ticket to the Good Life.”
A job is expected to be offered to you before the ink is dry on your diploma.
And it really, really matters WHICH school you get that diploma from.
You know what I say?
Bullshit. Okay, maybe if you go to Yale or Harvard, you can make the connections on Wall Street and in Washington to get your game on. Maybe. (More likely, those connections are already available, if you’re gonna get ’em, through family bloodlines… and the Ivy’s are just playing up their famous track records in a classic sleight-of-hand.)
Put aside the advancement opportunities offered to spawn of the oligarchy, though… and the realities of life-outside-of-academia do not jive at all with the propaganda doled out by the university systems.
Many of the richest guys I know are drop-outs. Some are HIGH SCHOOL drop-outs. The few friends who did go to the kind of school whose name causes eyebrows to rise…
… are ALL working far outside their major. To the point that nothing they learned has proven to be even remotely useful to their adult life. (Unless they stumble upon another over-educated dweeb at a cocktail party and get into a bare-knuckle Trivial Pursuit marathon.)
Too many people get all confused and bewildered about “education” as opposed to “going to college”.
It’s not the same thing, folks.
Some of the most clueless individuals I’ve ever met have impressive diplomas… while nearly all of the most savvy (and wealthy) individuals I know done got educated all on their lonesomes.
I learned more about history, business and psychology in 2 weeks of serious pre-Web library surfing (with a speed reading course under my belt) than I did in 4 years of college.
And I learned more about life in 3 months of hanging out with street-wise salesmen than I did from ANY source, anywhere, up to that time.
By all means, go to college if that’s part of your Master Plan to having a great life. You’ll meet interesting people, and it’s a Rite Of Passage for many Americans these days.
But don’t do it blindly. Just cuz The Man says it’s what you’re “supposed” to do.
Do some critical thinking before you jump in.
And if you really want that degree in Russian literature, or women’s studies, or political science, or whatever… Read more…
San Francisco, CA
“If you want it, here it is, come and get it…” (Badfinger)
Quick post today — I’m hosting my awesome Platinum Mastermind early tomorrow, and have a little prep work left to do.
However, I thought you might enjoy sampling the kind of posts I’m getting global recognition for… on Facebook. So I ripped a recent one from the site, and put it here for your delight and consumption.
Social media confuses most marketers — many refuse to even engage with Twitter or Facebook (or any of the myriad other options online to share silly secrets and post photos you’ll regret later). But I was an early adopter, and eagerly so — I had one of the very first marketing blogs (which you’re enjoying here), one of the first biz-oriented podcasts on iTunes (and if you haven’t listened to the latest free podcasts I’ve been hosting, go to the Psych Insights For Modern Marketers site now and indulge: www.pi4mm.com)…
… and I’ve been breaking every “rule” on Facebook ever since it hit the mainstream. I use FB to have fun, sometimes… but also to share insight, advice, lessons and some of the more obscure (and funny) war stories I’ve gathered in my 30 year career. (I currently have 5,000 “friends” — the limit — plus another couple of thousand “followers”… and I expect them all to show up at my wake and cause trouble. I’ve made them promise, in fact.)
To get the full flavor of what’s up — including the very long comment threads that you are invited to join — you’ll need to pop over to my Facebook page (www.facebook.com/john.carlton).
However, here’s a nice little taste:Read more…
“Just move on up now…” (Curtis Mayfield)
Quick post here to help you figure out when you should probably consider consulting with a respected, proven veteran marketing expert…
… and what your perfect consulting option is, once you’ve decided it’s time to kick your biz or career into high gear.
Step One: As a small business owner or entrepreneur (especially if you’ve been going at it alone, or mostly alone)… if you have any kind of success at all… there will come a time when you’re simply overwhelmed and need a little help. Or a lot of help.
 It may be time for you to move up a level in your marketing
… and you know that having a veteran marketing expert comb over your new plans can shortcut your path to increased wealth, while jumping over the unseen pitfalls that ruin so many other biz owners trying to expand.
 Or, you may have a problem that needs serious attention
… like sales going into the toilet, or new competitors chewing you up, or sudden changes in the marketplace that crush your bottom line (like a Google slap, or adverse rule changes at Clickbank, or the obsolescence of your product, or technological left-turns that disrupt your sales process). Even worse, what was working before suddenly isn’t working anymore, and you don’t see a clear reason why.
 Or, you’re just working harder and harder, but sales are stagnant.
Time, perhaps, to bring in an objective, experienced marketing whiz who can help you restructure your biz plan… so you maximize results, and get your life back (by working less, not more.)
 Or, you may want high-end professional advice on your current sales funnel
… just to make sure you’re not hemorrhaging money somewhere, or murdering potential sales through marketing blunders you can’t even see.
 Or, you may be ready to start a new business adventure,
and just want to be positive you’ve got your ducks lined up and you aren’t forgetting something critical.
 Or, you have copy that may or may not be working,
which you know could jack up your bottom line if a professional copywriter helped you with a total make-over.
Step Two: The best reasons to seek professional help from a veteran dude like me always have one main goal: To fix problems, and goose your bottom line into obscene levels of newfound wealth.
When your situation is urgent, the cost of hiring a consultant who can provide solutions is almost always “cheap”, because you’re extracting yourself out of a dangerous reality that threatens your business and peace-of-mind.
And it’s a screaming bargain when that consultant can offer you simple fixes inside of a plan you can put into action immediately…Read more…
“Are you going on this crazy voyage?” (Sailor in “King Kong”, 1933 version)
It’s high time for a little “public service” message here, for any marketer wanting to hire a freelance copywriter.
Cuz it’s a jungle out there.
There’s a veritable mob of available writers, of all levels of expertise (from world-class down to “should be hung”), charging all kinds of fees and making all kinds of promises.
It can get confusing, abruptly, and you can end up mismatched (or getting roughed up financially) if you don’t know what you’re doing.
So, here’s a Quick Start overview of what you – the dude or dudette doing the hiring – should get straight on before heading into the Big Scary Jungle Of Freelance Copywriters to find your perfect scribe. (This works for hiring ANY consultant, actually, so pay attention.)
Step One: Deconstruct and list what you want done.
Do you need a single ad written, or do you need your entire website created or overhauled? Do you need someone to write the necessary emails, Video Sales Letters and sales pages for a launch? Do you need a sales funnel created, starting with Adwords and traveling through landing pages, auto-responders, landing pages, and sales support?
Step Two: Admit it if you aren’t sure what you want (or need). Double admit it to yourself if you’re absolutely clueless.
This is a critical step.
You’re about to shell out a lot of money, and put a lot of your hopes and dreams on the back of the writer you hire…Read more…
“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 tradition on this blog — one of the more influential posts I’ve ever written.
It’s a good one, worth rereading even if you 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 read this post before… it’s worth another look. Especially now, as you gaze down the yawning gullet of 2013, 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.Read more…
“Every time they were sure you were caught, you were quicker than they thought…” (Bob Seger, “Still The Same”)
Well, we do have a couple of winners to announce here.
It was a hell of a quiz, wasn’t it. Over 400 responses (and still climbing)… and, as several posters noted, just reading the thread was an enlightening experience (with dozens of great stories and insight shared).
Crowd-sourcing at its finest.
Before I give the two winners their moment in the sun, however (and ship out their signed copies of “The Entrepreneur’s Guide To Getting Your Shit Together“)…
… let’s get straight on the answer to this one-question quiz.
Recall: I asked what — in my 30 years consulting with biz owners, freelancers, entrepreneurs, inventors and dreamers — was the Number One problem I saw folks encountering in their quest for wealth and happiness.
There may indeed be many other problems troubling folks…
… but in my experience, there is only one Big Kahuna problem.
And solving this big one also solves vast chunks of other problems in your life and career. Just like that.
The last great clue (no, I’m not gonna just roll over and tell you the answer without preamble) is in the photo up top here: That’s (from left) Joe Polish, the marketing whiz-kid who wrote the forward to my book…
… Gary Halbert, my uber-infamous mentor, biz partner and close pal…
… Gary Bencivenga, whose controls I stalked and whose teaser copy inspired me to rewrite my own bullets 30 times for every ad I penned (and who I actually wrote some stuff for in the late 80s)…
… and me.
Bencivenga loved this photo. We’d all known each other and worked in the same part of the direct response world for years… but we’d never all been in the same room together. (This was in NYC, at Gary’s legendary “Bencivenga 100” seminar.)
Think you have the answer yet?
Consider: Just from these four guys, you’ve got generations of successful copywriters and marketers who owe their “breakthrough moment” to one of us. Ads that brought in gazillions, and created empires. Advice that transformed a moribund business plan, or a headline, or a career. An entire revolution in biz attitudes, success strategies and persuasion methods…
… all emanating out like rocket-fire from just these guys.
Got the answer now?
We leaned on each other, borrowed from each other, learned from each other, watched each other’s back, traded war stories and admired each other’s skills…
… and, in general, shared often large parts of our professional lives in the thin, rarefied air of world-class movin’-and-shakin’.
In short… Read more…