Tag Archives for " salesmanship "

Rejoice! Volume 2 Of “The Entrepreneur’s Guide To Getting Your Shit Together” Is Now Available On Amazon…

Monday, 8:15pm
Reno, NV
“Everything changes once you have John Carlton roaming around inside your head…” (Perry Marshall, from the forward)

Howdy…

If you loved the first volume of “The Entrepreneur’s Guide To Getting Your Sh*t Together”…

… you’re gonna swoon over the just-now released Volume 2.

You can grab it now on Amazon, here.

I’ve filled this book with timeless advice, insight and tales from the front trenches of the marketing and advertising world…

… dipping heavily into the same well as the first book.

That would be the super-exclusive monthly newsletter I physically mailed out to a “hot list” of now-famous marketers and copywriters and entrepreneurs. (For a pretty penny, too — each year of receiving this newsletter, dubbed “The Marketing Rebel Rant”, set you back a thousand bucks. And still, the mailing list was a “who’s who” of the best and the brightest in the game.)

I mean, the forward is by my good friend Perry Marshall, for starters.

Inside, you’ll find tons of rollicking stories starring my longtime mentor and best pal Gary Halbert

as well as “behind the scenes” revelations from my 30-year career as the guy top marketers snuck in the back door to do the direct response magic required to earn the Big Bucks.

It’s not simply a “tell all”, though.

Not by a long shot.

The newsletter I wrote was being devoured by the Top Dogs in our industry…

so I had to deliver on my promise to wow them with every issue.

That meant pulling out the big guns in every chapter, and going deep into the details of earning a seat at The Feast (my term for living the best life possible for a happy, rich, and super-productive biz owner).

You can grab a digital version for your Kindle, or a printed book. (I know most of the entrepreneurs I hear from keep a printed copy of Volume One close to their desk, dogeared and messy with notes.)

It’s riveting reading, and right up your alley (if becoming the most successful biz owner or copywriter possible is your goal).

Again: Here’s the Amazon page.

Go get your copy now.

Stay frosty,

John

That’s Not Funny, Part One

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Tuesday, 7:59 pm
Reno, NV
What’s so funny about peace, love and understanding?” (Nick Lowe)

Howdy…

One of the first things you hear, when you’re learning about fundamental copywriting and ad creation…

… is to avoid humor like the plague. The great David Ogilvy said “People do not buy from clowns.” This pre-dated Jack-In-The-Box’s latest commercial model (where they’re so obviously going after the stoner market with late-night “Munchie Meal” take-out boxes that it’s funny on multiple levels)…

… yet, overall, most high-end marketers still agree with it.

Even the funniest copywriters I know (and let me assure you that many of the best bust-your-gut-laughing humans alive are, indeed, copywriters) (weirdo bunch, totally) almost never insert humor into their sales copy. Almost. Occasionally, when it’s absolutely safe (like writing to your own house list, full of folks proven to have the EXACT same sense of humor you have, right down to the Animal House reruns and Adult Swim shows you all watch)… they may go off the reservation and aim for making readers spit up their morning coffee over an email.

But it’s rare. More likely, the funny-guy guru’s you follow have a “meta-text personality” that includes some risky guffaw moments here and there, just to position them in their market as too-cool-for-school (and thus intellectually superior to their competition)…

… which they’ll jettison at the point of closing any sale.

Cuz money is serious biz. And most buyers (not looky-loo’s, but buyers) aren’t keen on being the butt of a joke, and tend to distrust salesmen who seem a bit too… funny. (Even the word “funny” means both being humorous, and also being weird, brain-damaged and untrustworthy.)

Now, I’m a fairly humorous fella. (And any brain damage I’ve sustained is all better now.) I’ve made a colleague snort coffee through their nose as recently as… well, yesterday, on the phone. Other writers collect my private emails, and read them to family and friends. (Part of that may be a self-defense strategy against their spouse’s assessment of a life in advertising as being “boring”.) I’ve also caused entire ballrooms to laugh so hard, some attendees almost wet themselves. And I’ve even used “okay, you got me” sarcasm to get my point across to a reluctant client during consulting.

Of all the things I value the most in life… laughter and humor rank in the top five. (Just below sex, In ‘N Out hamburgers, craft IPA beer, and the NBA.) (Oh, and my Jack Russell terrorist dog. Sorry, girl. Almost forgot you…) (And my ’64 Stratocaster. And Turner Classic Movies. And…)

Okay, whatever. It ranks high, anyway. It’s a big part of who I am, and what I bring to the table as a friend, colleague, writer and consultant.

And yet, when a sales process gets down to the shorthairs…

… I’m as serious as a mortician.

Losing a sale because you screwed around is NOT funny. It is, rather, a fucking tragedy.

So all the top writers I know have a strict rule against tickling the funny bone of a prospect… at least, when things get to “that point”.

However, we also really, really, really want to find exceptions to this rule. We figure there’s GOT to be an exception, somewhere.

Which means we’ve all become minor experts on the topic of humor. Because, it turns out, while everyone believes they own a “great” sense of humor… the truth is, few (if any) civilians understand humor at all.

So, I thought I’d share some of the research I (and some of my colleagues) (including writers like Kevin Rogers, who spent a decade as a stand-up comic before getting into advertising) have dug up…

… in no particular order…

… just as a starter guide to why we mostly don’t (but sometimes do) use humor in our marketing:

The Joke’s On Us #1: In the last few decades, Ivy League universities have started studying humor, trying to get a baseline understanding of what’s funny to most people, and why.

And their first biggest discovery was that many people have no sense of humor at all. None.

However, while these funny-challenged folks have no idea why you’re bent over laughing at a certain joke or situation…

… they are often very astute to the social cues of humor, and will be holding their bellies right along with you, laughing out loud.

They’re faking it. Or, more precisely, they wait a beat after observing other people laughing, and join in as a social “bonding” routine. They’re supporting the good vibes that mass laughter brings to any social setting… kinda like nodding in agreement, or applauding.

Researchers figured this out by tricking people in studies — seeding a small crowd with actors who laughed on cue at non-funny things, and recording the actions of study participants. Folks with actual senses of humor would smile in a bewildered way, wondering why they weren’t getting the joke. But the fakers had no such objective judgments — the crowd laughed, so they laughed, too.

Reading about these findings blew my mind. I’d suspected something like this was going on, because I had friends who laughed a bit too hard, or who seemed to mainly use loud guffaws as a way to show dominance in a conversation. So I did some of my own testing, watching closely when fakers actually began laughing (a beat behind everyone else).

If you ask, most people will say they have a great sense of humor. Insider their world, they do. Whatever they find funny (or socially acceptable to laugh at, as a bonding process) is what’s funny. This is how humans operate. All measurements of behavior begin with what you’re doing as the universal standard for normal, or moral, or just “the right way”… and if others don’t agree, then they’re just wrong.

Marketer’s Insight: While no one is sure what percentage of the population is actually humor-challenged, it IS a large chunk of your fellow citizens. So when you’re creating marketing aimed at a large group of prospects, you cannot assume that ANY of them will grok your sense of humor.

Just like half or more will reject your politics (and yes, I know you have a superior understanding of politics to everyone else on the planet). And your religious views.

The rule in bars is “no talking about politics or religion”… because it leads to fights.

For marketers, you can add “no funny stuff” to that list. You simply cannot predict what any list will find funny, or not find funny, or be offended or baffled.

The Joke’s On Us #2: One of the first challenges the researchers found was agreeing on how to “measure” what’s funny.

Turns out it’s not a simple thing at all. In fact, the commercial uses of humor is relatively recent — the stand-up comic was invented during vaudeville, which required between-act ring-leaders to keep the audience happy. Shakespeare and Mozart and other post-Enlightenment entertainers made liberal use of what we now call slap-stick (the term literally refers to Medieval clowns using a paddle on each other) and “low brow” humor to delight certain audiences… and more intellectual mockery and sarcasm to make the sophisticated elites titter.

So the people creating entertainment, or trying to influence public opinion or sway a vote, might know how to get a response… but it was an inexact science. Making one part of the audience laugh might offend another part.

The researchers have gotten lost in the weeds trying to define humor. (Some studies have claimed to be able to determine your socio-economic status by what you laugh at, in fact. Fart jokes and pratfalls for the working class, existential stories based on willful misinterpretations of esoteric knowledge for the elites.) (The flaw in this kind of study, of course, is that semi-illiterate yahoo entrepreneur’s can make buckets of moolah with a good biz, and over-educated snobs may be dead-broke slackers.)

It’s gonna take a while for researchers to get it all straight (if they ever do).

The thing is, humor is complicated.

But it’s also a major element of business and social life, so thinking critically about it gives you an edge.

Here’s how I’ve broken it down (through a long life of observing):

  • There are two basic “professional” uses of humor (in biz settings) — as a weapon to establish a better status position… or as a bonding tool (which can be an innocent way of forming friendships, which may later become alliances). All of my close longtime friends have wicked senses of humor, for example. Others who I consider good people, but whose funny-bone isn’t so funny to me, never penetrate the Inner Circle. This has not been done consciously — it’s just the way things sift out. But it’s very interesting to note, isn’t it?
  • The weaponized use of humor employs mockery, sarcasm, and crude jokes that seek to identify “winners” and “losers” (or “The Other”). It’s very risky when you don’t know your audience (and that political or racist joke falls flat), but it can be nastily effective when dealing with the home crowd (so your insinuation that all Yankee fans are slobbering Neanderthals goes over big in Boston every time). (It’s true, by the way, that all Yankee fans are slobbering Neanderthals, but that’s another issue.)
  • There are a few broad divisions in the way humor is used that matter to marketers. The first is shock vs. bonding — you get a laugh by purposely violating some social norm (which can delight or offend, depending on your audience)… or you cozy up to everyone’s comfort zone, and we all laugh while agreeing on what’s being discussed. Do not try to use shock humor unless you are very, very experienced with it. Backfires are common. On the other hand, mild bonding humor can go a long way to establishing relationships… or bore the bejesus out of everyone.
  • The second main division is wit vs. jokes. Have you ever been with a group of folks who just toss zingers at each other, piling up the wit like stacking wood? It’s a joy to behold, if you’re witty. There is no preparation beforehand — you’ve got to live by your ability to quickly counter, support or twist whatever is said. It’s freeform funny conversation… which is the opposite of telling memorized jokes. Someone with an arsenal of jokes can quickly take over a conversation (often with the support of the less witty folks who prefer a more stable environment). I’ve seen many high-flying conversations completely gutted by a series of jokes (which require, by design, that everyone remain quiet and respectful while the joke is told).
  • Don’t get me wrong — I like jokes. But I have none memorized, because I prefer free-form wit. I used to know a lot of jokes, though — so many that a couple of friends and I can simply smile at each other and mention a portion of the punch line (not even the whole line), say “Joke number 37”, and get the SAME laugh that telling the entire joke would have generated. (Example: “Well, maybe it’s not like a river…”. Funny, right?)

Marketer’s Insight: Just understanding the fundamentals of how humor is delivered and consumed can help you immensely. If you’re not a witty dude, don’t try to fake it. You can’t. If you like jokes, go ahead and memorize some… and use them when you’re in a situation where everyone is yukking it up over memorized jokes.

But consider the audience, always. Don’t shock when it will offend. Never assume your audience shares your religious or political views (and triple-check your perception of this before wandering down the very dark alley of potentially-offensive jokes). And it’s fine to just be part of the audience, to laugh and enjoy the wit or the prepared humor — you’re actually bonding with your supporting laughter.

Quick Story: A well-known colleague of mine — a really nice guy, liked by everyone, and a killer marketer — once took me aside and asked how he could develop a more interesting personality. He was lost in witty conversations, had no jokes memorized, and didn’t understand why some folks found some stuff so fucking funny.

I took the challenge, and with my pal Kevin Rogers (the former stand-up-turned-copywriter), we gave him a list of things that might help (which included watching George Carlin routines critically — figuring out how each story unwound, and when the laugh points popped up… memorizing a handful of jokes from the Playboy jokes page and also from Reader’s Digest — so he had something a tad ribald, and something very middle-of-the-road… and critically reading witty authors like P.J. O’Rourke or Molly Ivins — one conservative, one liberal.)

It didn’t work. I know you can develop real wit, because I’ve progressed myself from a joke-telling kid (sharing stuff from Mad magazine or jokes my drunk uncles used to shock the aunts), to a rookie good conversationalist, to a high-end witty dude who can hold his own in any crowd. On any subject.

But I think you need to start with a basis sense of humor… which we’ve discovered is not default equipment with all humans.

Still, by all means, learn how to tell a joke properly. Find them written out, and memorize them, right down to the exact words used. It’s like memorizing scripted lines for a play. Some advanced actors may wing it occasionally… but if you can’t do that, don’t wreck the scene by trying. Study the process, if it interests you, but otherwise just follow the path already laid out.

Another Quick Story: Gary Halbert and I loved to mess with each other’s minds on stage at seminars. The ultimate prize was getting the other guy to lose his cool by laughing too hard to speak (or come back with a wittier line). Spitting coffee through your nose was a bonus point.

We’d get vicious, too… using insults, practical jokes, rumors, everything was fair play. It kept us loose and happy during long weekends of Hot Seats.

But it also taught us a good lesson in the limits of humor. During one break, Gary and I were chatting at the side of the stage… and an attendee walked up and leveled a gross, tasteless insult my way. Then he laughed heartily. In his mind, he was inserting himself in the Inner Circle — he’d thought, “Hey, I’m a funny guy, too”, and figured insulting me was an easy way to get special attention.

Cuz, you know, Gary and I were so vicious with each other.

It doesn’t work that way, of course. Neither Gary nor I laughed. We just stared at the guy until he slinked away, humiliated.

Hey — I can call my friend a fuckhead and get away with it. Because that’s how we roll.

But YOU call him a fuckhead, and I’m in your face in a heartbeat. You’re not allowed that privilege.

If you have to ask whether you’re in the Inner Circle or not… you’re not in it. This is pretty much universal in human experience. You can loudly berate your bowling buddies and get a laugh back… but that goofy yahoo on the other team says the same thing, and them’s fighting words.

It’s stunning how often people don’t grok how this simple social paradigm works. And it can ruin business situations for you, handled poorly.

Just a word to the wise…

The Joke’s On Us #3: Finally, for this primer on the subject, never underestimate how much some people value humor…

… while an equal number are threatened by it.

Look critically at long Facebook threads for evidence. You’ll find in-jokes that you cannot possibly understand, because you’re aren’t privy to the back story. You’ll find other people gleefully trying to keep up with the witty back-and-forth’s, who miss the point entirely. (You can get real-world examples of how different people find different stuff funny… and keep in mind the research claiming to predict status by what you laugh at.)

And you’ll find many examples of people trying desperately to disrupt funny threads. Every time someone inserts comments like “First-world problems”, they’re trying to kill the conversation. Ask yourself why they’d want to do that. Often, it’s simply being uncomfortable with the discussion, and yet feeling desperate to comment. Just as often, though, it’s a crude attempt to establish dominance. (It’s the same with comments like “Bang! for the win”, which attempts to control through judgment.)

I consider these kinds of disruption offensive, because they can murder a good thread. Hard to continue laughing about some modern situation when reminded that kids are starving in India. It’s Debbie Downer on steroids.

It’s the same with sarcasm. Shielding cynical comments by claiming “you’re just joking” is a blatant cop-out, and a failure to take responsibility for the consequences of your statements. It works, unfortunately, in politics and personal grievance. “Can’t you take a joke” is the icing on the insult.

Humor evolves on a society-wide level. What was hilarious a decade ago in a movie is now a cringe-inducing example of obliviousness. Outside the US and Britain, stand-up tends to be joke-oriented… whereas our comics and cartoons careen toward the absurd, employing more long-form stories than standard punch-lines.

Humor is very important to some people. It’s my main defense against a heartless universe obviously out to get me.

And at the same time, humor is a very foreign and scary thing to others.

This is why it doesn’t mix well (usually) with serious sales pitches, where money is on the line.

Make sense?

I may do another post on this, if folks are still wanting more.

Meanwhile, love to hear your take and experience with humor in biz situations, in the comments section below…

Stay frosty,

John

P.S. One last tactic: If you’re going to use humor in biz settings… it’s a good idea to make yourself the butt of any joke. It’s called “self-deprecating” humor, and it allows you to use every shred of your wit, sarcasm and sharp humor to make a point… you simply make yourself the target, rather than risk offending or insulting anyone else.

I make sure my audiences at events understand that I know the answers to so many problems… because I personally failed or got waylaid by nearly every problem possible in life and biz myself. It’s absolutely true… but a less forthright speaker might avoid spoiling his reputation with confessions like that.

If I nail an attendee with some shocking assessments (like calling him an idiot)… I make sure he understands, first, that I’ve been the biggest idiot in the universe myself. Many times. And making mistakes, learning my lessons, and then using those lessons the next time is how I became successful.

In fact, I don’t know of any other way to progress in life and biz.

Do you?

P.P.S. By the way…

… if you’re a victim of what my colleague David Garfinkel calls “intellectual loneliness” (where you’re withering away because you lack witty, funny, smart-as-whips pals… who also happen to share your passion for business, copywriting, marketing and the entrepreneurial lifestyle)…

… then it might be time for you to seriously explore my Platinum Mastermind group.

It’s a small (under 20 members) group that meets four times a year… where we do Hot Seat-style consults on each member’s situation (problems, biz plans, ad copy, anything at all that’s bugging them)… with a focus on GETTING SHIT DONE. No vague philosophy. Just hard-core, detailed, specific brainstorming and sharing of experience that leads to actual things you can do to unclog the moolah spigot, and get your biz and life back on the fast track.

We also have guest experts who come by just because they like the way I operate. And they share, and help brainstorm, and just pour themselves into the weekend. Recent guests: Joe Sugarman… Gary Halbert’s sons (Bond and Kevin)… Jay Abraham… Brian Kurtz (former CEO of Boardroom, Inc)… Dean Jackson (marketing superstar)… Joe Polish… and many more.

Just see what’s up, for cryin’ out loud. The site won’t bite you: Carlton’s Platinum Mastermind.

Oh, yes. This could be the day you remember forever, where everything changed for you…

The Big Damn “Lost” Trick To Solving Biz Problems Fast…

Sunday, 7:38pm
Reno, NV
My social life’s a dud, my name is really Mud…” (“Talk Talk”, Music Machine)

Howdy…

Quick story: If you’re in business, you’ve got problems.

Problems are just front-loaded into the game.

Sales surge, then disappear.

Results vary, seemingly at random.

Once-reliable resources flake out, easy gigs turns into time-sucking nightmares, and things can just go south without warning.

Shit has a tendency to hit the fan.

Entrepreneurs love the freedom of owning our own biz, but when problems hold us back and relentlessly harsh our mood…

… it ain’t fun no more.

Well, guess what?

Savvy biz owners and professional copywriters
have a secret weapon.

It’s called “getting some freaking help when needed.

Or, in more polite terms, “tapping into the solutions, resources and brilliance of a trusted network”.

You know. The almost voodoo-like magic of being in a high-end mastermind.

I’ve been hosting (along with my biz partner Stan Dahl) an intense, “get things done and in motion” mastermind for around 10 years now.

It’s exclusive to entrepreneurs and the folks who support them (like copywriters)… and it’s VERY INTIMATE.

We only allow a maximum of 16 members to attend any meeting… because of the personal attention paid to everyone.

It’s not your usual casual gathering, either.

Nope. The whole operation is run “hot seat” style…

… which means the entire group digs into everyone’s (including yours) situation and gets busy with real solutions, breakthrough plans, and the kind of resource help that only happens when you’re playing with the Big Kids (who have the experience, reach and success history to know something about biz).

We actually get things done. As in outlining specific steps to take the next day to get moving on your goals. With accountability to the group.

And results ensue.

This is serious masterminding, for folks serious about putting their life and biz on the fast track to happiness and wealth.

The group I host has heavy hitters in it, and also folks just now emerging from their “rookie” period as a pro or entrepreneur.

They all get answers to questions that have held them up, solutions to problems that plague their bottom line, fresh alternatives to living the best life with the best business practices possible, and more.

Just to drop names, some of the guests who’ve visited during past meetings include Joe Sugarman, Jay Abraham, Dean Jackson, Joe Polish, Bond and Kevin Halbert, Jon Benson, Brian Kurtz and a hall-of-fame lineup of “A List” copywriters like David Deutsch, Kevin Rogers, Harlan Kilstein and David Garfinkel.

Plus, of course, I personally moderate each and every single session. You’re in the hands of some of the best (and most successful) marketing minds alive.

We’ve got a meeting coming up soon. (We host one every four months, like clockwork, and have for the past decade.)

It’s easy (and painless) to find out if you’re a candidate for joining.

Just go here to get the details. (Click on “Platinum Mastermind Group”.)

Then, simply click on the single link there, and we’ll guide you through the no-obligation process of helping you decide if the group’s right for you.

It’s fast.

And yes, you’re in charge.

No pressure, no BS…

… and if you choose to come along, you’ll get a personal call with me before your first meeting…

… just to make sure you’re comfy and hitting the ground running the minute you enter the room.

There are other masterminds out there.

Some are pretty darned good.

This one, however, is unique, with a years-long track record of transforming people’s lives and businesses…

… because we don’t dabble in theory or casual networking or elaborate presentations or any of that time-wasting stuff.

We just get down to the business of making your biz work.

Using all the experience, knowledge, skills and resources we have to share.

Again, no pressure.

You’ll enjoy the process of discovering whether you’re a good candidate or not.

And you get our full attention the moment you join.

Go get started, already.

Maybe I’ll see you at the next meeting.

Stay frosty,

John

P.S. The above photo was taken after one of our meetings in Las Vegas, just a couple of years ago. That’s Brian Kurtz (the guy who turned Boardroom, Inc into the powerhouse it is today) across from my old pal and marketing legend Joe Sugarman… with Big Jason Henderson (the email expert we go to when we run into problems) across from my dear, late buddy and A-List copywriter Scott Haines (who we all miss terribly). Stan and I are at the end of the table.

Just an example of the over-the-top talent you’ll be elbow-to-elbow with at the meetings.

See if you’re ready for a spot at the table with us… by going here to fill out the quick survey. 

We’ll get right back to you.

How To Win An Argument In 3 Easy Steps

Sunday, 3:45pm
Reno, NV
Mongo just pawn in game of life.” (Blazing Saddles.)

Howdy…

A while back, I published a series of posts on Facebook under the theme “How To Win An Argument”.

I started to repost them on FB…

… but then thought: Why not just bundle them up into one blog post?

Plus, include the updated insights (and comments) I’ve had since then.

What a great idea!

Below is a mildly-edited collection of that series on winning an argument. I didn’t save the dozens and dozens of comments from the first time I ran the series on Facebook…

… and that’s a shame, because it was a great thread, full of other lessons.

For example: The easiest way to get a whole bunch of folks frothing is to talk about (a) sex, or (b) their belief systems.

They go nuts when you challenge their crusted-over, nailed-down-tight beliefs on how things ought to be.

As you’ll see below, I just laid out my views on how to handle people who want to argue and how to define “winning” for yourself…

… and that just pissed off some folks.

Even discussing arguing inflamed their knee-jerk need to argue.

They argued about arguing. 

They just refused to accept my premise that most folks see arguing as a form of fisticuffs, with only winners and losers.

It’s humorous, ironic, and illustrative of how whacko (and vindictive) human beings can be.

Also, as a marketer, it’s informative — especially if you want or need to introduce some form of argument or alternative view into your advertising.

And, yes, this entire series is very much aimed at marketers.

Great ads seldom argue, though they may be pushing buttons right and left. The psychology is subtle, but awesome.

Just remember: For most folks, arguing isn’t about persuading. And that’s just a waste of time.

So, without further ado, here’s that series. Love to hear your comments… even if you wanna argue:

How To Win An Argument, Step 1: The primary rule is simple — never argue back, when your goal is persuasion.

No one, in the history of humankind, has ever changed their mind because of an argument.

When cornered (logically or physically), humans dig in and will sacrifice wealth, health and dignity before admitting they’re wrong.

They WILL occasionally change their minds, if they’re just plain wrong…

… but not because you demolished their belief system with crap like logic and debate moves.

They change because of an internal epiphany that is akin to death/rebirth.

As in, waking up in the middle of the night realizing what a doofus they’ve been, defending the undefendable. The cognitive dissonance just catches up with you, and you no longer want to expend energy

So, Rule #1: If you want to “win”, never engage in an argument.

[My comment, mid-way through the fray in the Facebook comment section, after being lectured by some rage-a-holics on how to properly (and sometimes physically) demolish a debate opponent: “Interesting that several comments here reveal a complete misunderstanding of how to WIN an argument — not just humiliate your opponent (and create a new enemy).”

“It’s a big difference. I guess this little tutorial is needed, badly. Negotiation and persuasion are NOT part of our default equipment, folks.”]

How To Win An Argument, Step 2: Now you need to DEFINE what “win” means to you.

Is it to persuade the person you’re up against? That’s gonna require some deft moves (which we’ll discuss later).

Often, however, there may be an audience you want to persuade — so you’re actually playing to the crowd. (Give your opponent enough rope to hang himself, in that situation, to win the meta-discussion.)

Or, you may be genuinely interested in other points of view (or acquiring intel on how the opposition operates).

Traditional, undisciplined arguing is just a shouting match with childish rules (first one to cry or leave flustered loses). The goal isn’t to persuade, but to spill blood either emotionally, intellectually or physically.

And no one’s mind is changed.

Not engaging the argument doesn’t necessarily mean splitting, though.

You just need to clearly understand WHY you’re in this situation, and WHAT you want out of it.

This simple moment of defining your goal will help you with every single subsequent decision. (“Art Of War” aficionados — and chess players — will happily lose every single battle up to the last one, for the victory. But you need to know what “victory” means for you. Being stubborn — the first clue you’re dealing with a rookie — may win the immediate round, but ruin all future moves.)

[My comments in the fray for Step 2, after being mocked for bringing up the book “Art Of War” (an ancient Chinese treatise on conducting warfare to win): “Once you get your Zen game on, coming up against someone who uses stubbornness as their main tactic will become a moment of joy (and easy, quick victory).”

“BTW: If just shutting him up is your goal, mockery works best. I don’t recommend this, cuz it can lead to fisticuffs. You ‘win’ by shutting him down, but ‘lose’ by having your teeth knocked out.”

“Mockery works as a reframing tool — you discern the ape-brain fear behind his anger, and turn the conversation on that. The focus instantly becomes his fear and his reaction to being mocked over it. Few humans can avoid sputtering and regressing to infantile states when their deepest shame is publicly ridiculed. Very, very dirty trick, and probably you deserve whatever happens next if you use it.”

Important: Being ‘armed’ with tactics that win without persuading is a huge responsibility. It’s like becoming skilled at martial arts, and you ARE responsible for the consequences of superior firepower. This is why knowing your goal is so critical.”

“Don’t get distracted by recent situations you’ve been in, guys. This is all pretty simple — for an easier life, and better marketing tactics, don’t argue

… and get clear on what you consider a ‘win’. It can be win-win, win-lose, or no-play (or any of many other results). The keys are (a) to be conscious, not get sucked into mindless time/energy-wasting exercises in futility, and (b) to further your own goals.”]

How To Win An Argument, Final Step: Okay, you realize that arguing isn’t persuasion, and you’ve defined what you want out of the situation. This is equal to (a) a reality check (so you stop doing what doesn’t work)…

… and (b) goal setting — the fundamentals of growth.

Next, you use the tools that DO work — which just happen to be the same tools great salesmen use to persuade skeptics to buy.

You disarm anger, reframe the context (so you’re not wallowing in the stuck-in-one-place psychological wastelands that stubborn people like to fight in)…

… and “come in through a side door” (as old school salesmen like to say).

You don’t engage head-on, you ignore irrationality, and because you’re so clear on your goal, you take your ego out of it.

Use the old improvisational theater tactic of never being negative yourself: Say “Yes, AND…” while relentlessly moving things toward the discussion you actually want to have.

(That improv trick keeps live, unrehearsed comedy sessions from ending in a sputtering mess. If your partner says, “Oh, look — a UFO just landed”, you don’t say “I don’t see anything. What the fuck are you talking about?”… because by responding that way, the improv ship has crashed. You’ve killed the session, leaving both of you with no place to go. The correct response is “Yes, and look who’s getting out — it’s your grandma and dog Manfred!” or something that keeps the flow going, allowing both of you to remain engaged.)

If you’ve ever been in the presence of a master negotiator, break down what happened.

Probably: Resistance was soothed, bonding occurred, and you likely found yourself moving off your position and agreeing with him…

even if you began on opposite sides.

In short… you “win” an argument by reframing what “win” means, so that you exit the nobody-wins context of belligerence (keeping your ego out of it), using your salesmanship chops to find common ground, bond, navigate the mostly-unconscious landscape of your opponent (to avoid hot buttons while simultaneously teasing his positive emotional needs)…

while relentlessly and patiently move toward your goal (whatever that is).

This is why great salesmen live better lives. They understand human behavior, so they always know what’s “really” going on, and they have skills to consciously persuade or redirect even irrational, emotionally-discordant folks to a better place. Where good things can occur.

At the very worst, you will never feel the angst of having gone through a useless shouting match (cuz you have self-permission to disengage at any time, since a “win” for you should include not feeling your blood pressure go up a single notch).

And by realizing that a classic argument is almost never about what it looks like it’s about on the surface, you can control where the situation ends up.

So, take your ego out of it, define your desired results in terms of reality, and be a good salesman.

Make sense?

You can disagree with me on any or all of these points.

Just know that this is insider tips from a veteran sales pro who learned it all the hard way, and honed the skill of persuasion in the front trenches of the real world. My client list has included some of the most stubborn and argumentative bastards to ever walk the earth.

Learning to wrangle them to where I needed conversations to go was essential, and these lessons saved my butt many times.

Love to hear your take on the matter, of course, in the comments section below.

Stay frosty,

John

P.S. Have you ever wondered what it would be like to be personally mentored by me?

I take on a few folks every so often for mentoring through private phone calls (or Skype). It’s pretty stunning how quickly you can move up a few notches in your field by having all your questions answered and your biggest problems solved. It happens fast.

Best place to find out if one the 3 simple mentoring opportunities I offer might be right for you…

… is right here: www.carltoncoaching.com.

Go check it out.

And while you’re readying…

imagine what your life might be like with a guy like me on your side…

Here’s that old book I recommend…

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

Here’s Your Damn Free Book

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:

  1. Those who crave living through adventures, like crack addicts seeking peak thrills.
  2. Those who love adventure, but get as much enjoyment out of reliving them as they do going through them.
  3. 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. DeutschKevin RogersDavid 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.

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…

Stay frosty,

John

Photo courtesy of Ms Significant Other

 

The Envy Cure

Tuesday, 3:23pm
Reno, NV
Under my thumb is a squirming dog who just had her day…” (Stones)

Howdy.

I’m republishing this off-beat rant, cuz it’s been one of the most-discussed and helpful posts I’ve written over the years.

And it’s a totally counter-intuitive take on a subject most biz books not only ignore, but aggressively seek to dismiss.

Yet, in my decades of consulting, I see it bubble up in nearly every entrepreneur I meet at some point.

So, enjoy another nugget from the archives:

Friend…

Do you suffer from the heartbreak of envy?

Are you jealous of friends and colleagues who attain success, while you continue to struggle?

Would you like to learn a simple cure for feeling inferior to others?

Well, then step right up…

Read more…

What Shrinks Know That You Don’t Yet

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.

Read more…

Real Wealth’s Best Friend

Friday, 12:30pm
Reno, NV
I’m handy with the love and I’m no fool, I fix broken hearts, I know I really can…” (“Handyman”, Jimmy Jones)

Howdy.

There’s a lesson here somewhere: I use a certain well-known phone company for my Interwebs access, and over the years I’ve learned…

not to trust them.

Their customer service is all talk and no action. Everything I’ve wanted done has required multiple calls to agents who sound nice, promise immediate action, apologize profusely for past transgressions…

… and who then proceed to fuck up the simplest of transactions.

I gotta believe some of them are doing it for spite, just because they’re bored.

The others are simply incompetent fools.

Anyway, the better customer I prove to be, the worst it gets.

I pay my bills on time, and never bother to try gaming the system. Which means I occasionally get mired into obsolete billing models, where I’m paying more for less.

And when it’s discovered by some agent while she’s trying to un-fuck whatever the most recent mess is, they act like it’s my fault I’ve been ignored and abused.

In their world, any customer who does not obsess over their phone bill, constantly fussing with the options and sucking up the deals, is complicit in any bad deal that develops.

Sigh.

I just want the phones and Web to work.

So, you know, I can do my job, and help civilization progress another iota along the slow crawl to oblivion.

I don’t buy things on sale, because that’s a sucker’s game — I buy what I need, when I need it, and happily pay more for a fair value.

In other words…

… I’m a high-end, diamond-plated, near perfect customer.

Which, in the phone company’s eyes, makes me a chump to be exploited, over and over.

Read more…

Wisdom Roundup #3

Monday, 2:21pm
Reno, NV
Are you ready for a brand new beat?” (Martha & The Vandellas, “Dancin’ In The Street”)

Howdy.

Just cuz I’m such a nice guy, I like to gather recent Facebook posts I’ve published and lay them all out here on the blog…

… so you lazy types who can’t be bothered reading social media will still enjoy the advice, tactics and weirdness I lay out for everyone else.

So here, in no particular order, is a fresh pile of the good stuff from the last month or so:

Pro Chaos Theory Tip #1: Freelance copywriters learn quickly that the level of functional insanity among biz owners…

… is astonishingly high.

A client who (rightly) wouldn’t dream of interfering with his dentist, or plumber, or mechanic (“Here, let me drill for a bit on my molar — you’re doing it wrong”)…

… will routinely muck up and alter ad copy, no matter how accomplished the copywriter.

I’ve only had a tiny handful of clients in a 30-year career who resisted changing essential copy. The majority indulged in this ad-murdering habit (often after consulting with their English Lit major daughter, or the boys down at the local watering hole).

There are multiple ways to deal with this situation (the primary one is to establish yourself as “the adult in the room” early)…

… but first you have to realize what’s happening. You can’t “fix” dumb, and you can’t soothe irrational rage…

… but you can (as a First Option) learn to identify who’s gonna be trouble down the road, and choose not to play with dumb or irrational players.

Seems obvious. Isn’t. If you don’t stay aware, chaos will consume you.

Why are so many top writers introverts, I’m asked.

Easy.

It’s an extroverted world. Introverts, to survive, must observe, understand and adopt extroverted models. This strengthens your Empathy muscles to absurd degrees.

The basic ingredient of good, persuasive writing is (aha!) empathy.

Extroverts are under no such pressure to study or change behaviors…

… and just get pissed off when forced to deal with introverts, who seem inscrutable and closed-off.

So, at least for writing, introverts have the advantage.

It’s only fair, as the world tends to bully introverts in most other categories.

One of my goals is to become “That Uncle I Never Had” — a worldly guy who would have taken ME aside back when I was so tortured by the challenges and choices of life…

… and just laid out a good reality check. Not tell me how to live, but show me the OPTIONS.

A single freaking clue or two would have gone a long way helping my bewildered teenaged-self cope.

For example: The entire extended family was working class — we traded physical labor for wages. A noble lifestyle that valued hard work, sweat equity, and not getting too big for your britches.

However, I was a near-sighted, introverted thinker. Turning off my brain and rolling up my sleeves to concentrate on hauling, hammering, lifting and building was doable, but difficult. My dairy-owning cousins seemed to revel in it, and mocked my mental exhaustion from blocking critical thought.

It didn’t dawn on me to pursue “brain work” until I hit 32. All my energies, up to that point, went into figuring out why I didn’t fit in, pushing uphill against the micro-culture of being working class.

I felt like a traitor, and a weenie.

I finally got my own clue, said fuck it, and became a freelance writer.

And, surprise, I suddenly worked harder and with greater sweating glee than I ever thought possible. This square peg had finally quit trying to fit into a round hole.

Letting my brain off its leash launched the career I should have always pursued…

if I’d ever gotten a clue it was even possible.

“That” uncle I never had would taken me aside and said “Johnny, me boy, you’re different. And that’s not just okay…

… but it’s something to CELEBRATE. And pursue with gusto. Think, and write, and debate and go down dark mysterious philosophical alleys to your hearts content…

and NEVER be satisfied with mediocrity.

Or conformity. Just don’t expect anyone to applaud your choices. You’ll catch grief all the way… and that’s to be seen as a badge of honor, not shame. Go your own way, and let your freak flag fly.”

That’s all most of us need in life — a clue. A hint that we’re not wrong to want something else, or abnormal to not even know what you want yet…

… but that it’s okay to wander away from the herd to find out.

I’ve met precious few people along the way who qualify as “that” uncle. So we can all use one.

This is why I write these long posts, and have kept the blog going for ten years. It infuriates some folks, but I’m writing for those who can use the advice and clues.

The truth is, going your own way won’t always make you rich. And you gotta be okay with that, if you’re gonna unleash your brain and heart.

Cuz sometimes, you will stumble upon wealth and happiness you cannot even comprehend now.

Life is one long risky adventure. And if you think you can make it safe and without drama, you’re deluded.

Much better to embrace reality, prepare yourself for the game, and work hard on a solid, ethical and deliriously happy ride.

Big bonus if you help others and make the joint a better place.

Do you have smart friends who always seem to make dumb-ass decisions?

Are — ahem — YOU one of these miscreants yourself? (Confession: I am. More often than I care to admit.)

Well, gather ’round. I believe I’ve stumbled upon a solution.

Here it is: When you have an important decision to make…

… just ask yourself this simple question: “What would a smart person do?”

Then, go do that.

Do NOT (as so many of us somehow seem to do) ask “What would a blithering idiot do?”…

… and then go do that.

No, no, no. This is your self-intervention moment.

Don’t be the blithering idiot.

Do be the smart person.

Sounds too simple and obvious to work, doesn’t it?

Stunningly, it works.

Pass it around.

 

Random thoughts I probably should just keep to myself: It’s the birthright of every American to bitch and moan about how things are run.

Heck, the country was birthed in a snit, and didn’t last a generation before dissolving into civil war.

Still… as anyone who’s ever had to meet a payroll knows…

… it’s ridiculously easy to complain and insist you could do a better job…

… but it’s infinitely harder to roll up your sleeves and actually get something done.

All pro copywriters who’ve had a client insist their changes made the ad “better” know that look the client gets when the results come in…

… and they’re suddenly faced with the harsh reality of their doofusness.

It’s similar to the look the drunk who thinks he’s a great singer gets when he finds hisself onstage with a karaoke mic, exposed for the clueless wreck he actually is.

The world is divided into 3 groups: Those who know what they’re doing, and do it well.

Those who don’t know what they’ve doing, but figure it out.

And those those who refuse to acknowledge they are incompetent maroons, yet insist on being in control.

This is why true experts like to hang out with each other. Because the rest of the time, they’re dealing with aggressive stupidity, misplaced overconfidence, and stubborn ineptitude.

Let the bitching and moaning commence.

No one can predict the future, but the universe always lays out hints…

I may have stumbled onto a scientific way to add MASSIVE productivity to your week.

It’s just freaking amazing how awesome this tactic is.

In fact, it adds the equivalent of a entire EXTRA day to your workweek!

Wanna hear what is?

Okay.

Here’s the secret: I woke up today thinking it was Friday. Was kinda bummed that I hadn’t accomplished quite as much as I’d intended to this week…

… until I discovered it’s actually Thursday.

Voila!

Entire extra day added!

Think I’ll use this found time to goof off.

I mean, I earned it. Being a productivity scientist and all…

If you agree with everything you read… then you ain’t reading the right stuff.

There’s a baked-in bias in our brains that seeks consensus. And that’s fine for civilians, whose shallow thinking usually causes little damage outside their social circle.

But when you’ve swum into the deeper part of the pool — whether in biz, politics, or celebrity — each new decision and action is fraught with larger consequences.

It’s fine to be hard-headed when you actually know what the hell you’re talking about.

It’s pretty screwed up, however, to take your industrial-level naïveté (the polite word for raw ignorance) onto the Big Kids playground where maroonity is challenged and a real handicap to getting shit done.

Read more stuff that pisses you off, but don’t GET pissed off. Instead, walk a mile in their shoes, and try to determine what is actually rankling you.

Our default internal mechanism of blindly rejecting the Other represents the worst of our tribal tendencies. The grand arc of civilization has been a relentless battle against that destructive thinking, but it requires disciplined effort.

Surrounding yourself with people and info sources that agree with you may seem the comfy way to go.

But it’s a trap for anyone seeking to live fully and with gusto.

Life is rife with challenges. Instead of dodging them, embrace them.

It may make your brain buck and resist at first, but growth is never easy.

If growth bothers you, best to swim back to the shallow end.

And that’s it for this session, folks.

Stay frosty,

John

P.S. Don’t forget to solidify your position as a true bad-ass in your niche…

… by quickly learning how to write everything you need to persuade, sell, and nurture your customer base AND your future prospects.

Best way to pull that off: Take the Simple Writing System at-home program.

At your own pace, using your own best learning style, we’ll simply and efficiently install murderously-good writing skills into your brain.

No matter how stubborn you are, or how convinced you’ve been that you “can’t write”. That’s nonsense. We’ve taught thousands of entrepreneurs, biz owners and rookie writers how to write at the most awesome level possible…

… and if THEY could do it, then you can, too.

It’s time to up your game.

See what the fuss is all about here

 

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