“Get away from me, kid, ya bother me…” (Tom Waits, “Step Right Up”)
So, let’s take on the entire advertising model of western civilization, what d’ya say?
Here’s a good place to start: It’s the end of baseball season, playoff fever in the air. I’ve been watching the SF Giants stumble-bum their way through a summer swoon (barely making the last NL wild-card spot)…
… and generally enjoying the age-old process of heartbreak and joy. I followed sports religiously as a kid, but paid less and less attention to it as the real-life adventures of adulthood took up all my time… and now, having a wee bit more time to indulge, I’ve returned to the fold.
But I record the games, and watch them after-the-fact.
Because of the mind-numbing commercial breaks.
I’m not alone, of course. Across the country, grown men and women run screaming from rooms when someone inadvertently turns on the evening news, for fear of hearing the score in a game they’re recording for later.
And being forced to endure the entire broadcast — including the endless, mind-melting commercial breaks — in, say, a bar or a friend’s house is pure torture.
The SAME commercials will play over and over, sometimes twice in the same break. Some of the national ones are mildly clever (at best), but hardly classic films that deserve repeated views. And the local stuff is just awful. (The locals can be excused, of course — tiny budgets, no insight to how persuasion actually works, and they’re at the mercy of clueless ad agencies or a brother-in-law with a camcorder. There’s even some charm in the awkwardness of homemade spots… sometimes, anyway. Mostly not, but you might get the flavor of the area at times.)
But the national spots have no real excuse. Yes, there is value in repetitive views — the average buyer sees a late-night cable infomercial something like 7 times, in pieces lasting a few minutes, before pulling out a credit card. There’s a process to the art of long-form, chew-up-the-wee-hours commercials.
However, the model of jamming a single pre-recorded commercial into every break in a sporting contest just begs to be ignored. Any thinking creature knows to check out mentally during the break, and go do something else. If you’re welded to the couch (say, in the midst of watching a blowout, weighed down by one too many beers), you still do not “watch” any commercial for the 20th time…Read more…
“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…
Tuesday, 2:08 a.m.
“Is there gas in the car? Yeah, there’s gas in the car…” (Steely Dan, “Kid Charlemagne”)
Those of you in the loop know we’ve re-launched the coaching program of the Simple Writing System again.
We rarely offer this hand-holding, personalized, one-on-one mentoring (by coaches who are also successful copywriters). The last session was a couple of years ago.
No idea when another session will come around… if it even does.
We take this one program at a time. It’s notorious among marketing insiders, because of how effectively we’re able to transform almost anyone into a sales-message-producing machine… quickly and efficiently. It’s life-changing, and business-changing mojo…
… and that’s why the top marketers in the game have demanded that the folks in their organization responsible for marketing TAKE this course.
The personalized coaching in the SWS is extremely interactive. Perfect for anyone who knows that hands-on mentoring is the best way to learn the simplest possible system (crammed with short-cuts) for creating all the sales messages needed for a profitable business…
… including all your ads, websites, video scripts, emails, AdWords, blogs and other social media broadsides…
… everything that pumps eager prospects into your Sales Funnel.
So you can close the heck out them. And get filthy rich and happy, and become the most successful entrepreneur or biz owner possible… because without killer, persuasive copy, you’re not going to find, nor close very many prospects.
Most marketers wander through the wasteland of Bad Business Practices their entire career…
… and never figure out how to SELL anything.
So, no matter how totally hot and good and righteous your product or service might be…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.)
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.
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…Read more…
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…
I’ve got an idea: Let’s give out a couple of hot prizes. What d’ya think about that?
Like… how about a bitchin’ hot-off-the-presses copy of my book “The Entrepreneur’s Guide To Getting Your Shit Together“…
… signed by me, to you.
Free. I’ll even pick up the shipping, that’s what a mensch I am.
And all you gotta do is be either the first to deliver (in the comment section below) the correct answer to the question I’m about to reveal here… or write up the best response. I’ll be the judge and jury here.
So there will be two winners. We’ll let this quiz percolate for a week, and then I’ll announce the two winners here.
I haven’t hosted a quiz in a long time. Shame on me. The last few quizzes pulled in hundreds and hundreds of replies, which kind of freaked me out… but they were also evil fun. I’ll be in the comments myself, sifting and searching for the two winners (and tossing out the trolls).
I’ll announce the lucky victors in the comments section on Friday, November 22.
Free signed copy of the one book all serious entrepreneurs should have on their shelf. Might be worth something, you know, when I kick the bucket (or get embroiled in a scandal or something).
First correct answer, and best response (as judged by me).
Here’s the set-up for the question: I’ve been counseling and advising entrepreneurs for over 30 years now…
… on just about every detail of creating a solid biz model, and cramming all marketing materials with the kind of persuasive voodoo that brings in the Big Bucks. I’ve helped transform a small army of formerly-clueless entrepreneurs into scary-good monsters of profit.
And, in almost every long-term relationship I’ve had advising a client…
… we’ve covered every aspect of running a business — dealing with details, solving problems, finding happiness and managing wealth (or lack thereof).
If you haven’t enjoyed a mentoring relationship like this (or even an extended round of consulting with an expert), you might be astonished at what, precisely, pops up as the biggest (and baddest) obstacle to getting filthy rich and deliriously happy as an entrepreneur.
You might even be shocked.
So, here’s the question: Based on what you suspect I’ve discovered in my 30 years of consulting…Read more…
“Step right up, we got bargains galore…” (Tom Waits, “Step Right Up”)
I’ve had a flood of new folks wander in through the side door of this blog lately…
… so I thought I’d just catch everyone up on what’s happening.
Happenin’ Thang #1: I’m speaking at my dear friend (and legend in the biz) Joe Sugarman’s seminar (in Vegas, baby!) on the 24/25th of October.
The line-up of speakers is pretty shocking — Joe Polish, Jon Benson (VSL wizard), just a mob of snarling experts who rarely are in the same room at one time.
Rather than re-explain how awesome this seminar will be (and it’s a “must be there” event… and nearly all the hottest “A List” copywriters I know booked their spot the moment they heard about it)…
… I’m just gonna post the URL, so you can check it out for yourself. Time is tight. And anyone who understands how unique this kind of event is, and why it’s so critical for entrepreneurs to hang out at live seminars and brush elbows with experts is already salivating over the opportunities this opens up.
Go here to see why so many pro’s are going to the Sugarman event.
Happenin’ Thang #2: As many of you already know, I’ve been co-hosting a killer new podcast series called “Psych Insights for Modern Marketers” with my colleague Kevin Rogers (who has authored several guest posts on this blog).
It’s killer stuff… all focused on going deep into the street-level salesman’s psychology of what makes people buy. You won’t find subject matter like this anywhere else, and you sure as heck won’t get the deep-behind-the-scenes insight from grizzled professionals like me on any other podcast.
Plus… it’s free.
Go here to check out the latest podcast. I hang out in the comments section, too, so feel free to start a thread or join one of the existing brouhaha’s already getting frothy in there.
Happenin’ Thang #3: If you haven’t subscribed to my Facebook page, you’re missing out on the frequent posting I do there… especially the Monday Mentoring Sessions, which reveal the essential lessons I’ve learned (always the hard way, by getting bloody first and only then figuring out where I went wrong and how to fix it next time) on becoming a happy, successful dude.
I’m usually over the limit on “friends” there, so just subscribe as a “follower” — you get the same privileges.
My Facebook handle is: www.facebook.com/john.carlton
Last note: I’ll be posting more original articles next month.
For now, if you’re jonesing for more stuff to dive into, just hit the archives over in the right-hand column here.
Coming up on nine years of material in there. All free.
Be sure to sign up for alerts, though, so you find out when new posts are added. Top of the right hand column, in the “Keep Informed” box.
Use your best email, not your slog one. I’m not gonna spam you, or send too much stuff — I usually send out no more than a couple of emails each month, all related to things you (as an entrepreneur, writer, biz owner or freelancer) will appreciate discovering.
Okay, that’s it for today. Lots of great stuff available here, and you ignore any of it at your peril.
Enjoy your Halloween, and I’ll see you here next month.
“Don’t let me be misunderstood.” (The Animals, #15 on Billboard, 1965)
I’ve resurrected another gem from the archives… just because it’s so freakin’ good. Many of the lessons I try to deliver in this blog need to be delivered over and over (the only guaranteed way to finally learn anything in life), and once I nail it, there’s no sense rewriting it.
The clarity I try to achieve below is a solid step toward leading a more examined life… which all great marketers strive to do. There are stages to this if you’ve hit adulthood and continue to labor under false assumptions and bad belief systems. The worst is thinking that what you believe must be true, because you’ve believed it for so long.
This kind of circular cognitive dissonance can hold you up for decades (or even forever)… because our very human minds are hard-wired to listen to our intuition, no matter how often it’s proven wrong or screws up our lives.
We’re stubborn beasts. As a civilian, you just go enjoy your bad self with your silly notions and absurd assumptions. I’d prefer that you not vote, but it’s a free country.
However, as a marketer who desires wealth and recognition and lasting success… you cannot rely on the flawed default settings in your brain. If you haven’t been constantly giving yourself vicious Reality Checks over your career, you’re risking being stuck in a non-productive zone where competitors will fly past you, and customers flee.
I, personally, am very hard on myself. Very, very hard.
My transformation into a real professional meant climbing out of a slacker lifestyle where I got away with laziness, unreliability, and a self-destructive refusal to change… Read more…
“I’ll have what she’s having…” (When Harry Met Sally)
I figured I’d kick off the new marketing season here in a ball of fire, and just lay some Reality Checks out for you. Here goes:
Your First Big Reality Check: If you tried, really really hard, and weren’t successful last year…
… it was probably mostly your own damn fault.
Yeah, sure, the economy sucked, politicians were mean, your prospects are all screamin’ idiots, and God had it out for you. All totally excellent excuses for having a crummy bottom line again.
It’s not your fault. It can’t be your fault. That’s… that’s just…
… that’s just completely unacceptable that it even might be your fault.
And, hey, maybe you did piss off the universe, and spooky forces beyond your control mucked things up so you had a bad year.
I believe you. I really do.
After you’ve been around the block a few times in life, you start to notice some very interesting things about success.
And the big realization, I’d have to say, is that the idea that success is somehow magically bestowed on people in a spontaneous burst of luck and being in the right place/right time…
… is just bullshit.
It is. It’s total bullshit. Hollywood likes to pretend it’s a real plot point. And folks clueless about how the world works — who spend their lives outside looking in — use this myth as a comforting excuse for their own lack of goal attainment.
Once you’ve spent even a little time with successful dudes and dudettes, you notice something startling: They all have well-defined goals, and they focus on nailing them like terriers going after a squirrel.
They are not stopped by lack of skill, or lack of time, or lack of connections in the right places.
They are not stopped by ADHD (which a LOT of the entrepreneurs I know are saddled with, btw)… or feelings of inferiority (many of the best are entirely motivated by “I’ll show you” revenge fuel)… or lack of education (drop-outs galore).
And they are not stopped by the main reason most wannabe entrepreneurs never get past that “deer in the headlights” pose: Not knowing what to do next.
Every single excuse ever floated by anyone in the history of mankind…Read more…