Saturday, 2:33pm
Reno, NV
“When I look back on all the crap I learned in high school, it’s a wonder I can think at all…” (Paul Simon, “Kodachrome”)
Howdy.
As I was writing a new article to post here, I used a term I invented: “Critical Think”. It’s not all that original, as ground-breaking terms go… but the idea behind it is very important for anyone seeking to move up a level or two in their career (or in their quest for ultimate happiness).
So, I’ve dug up the post where I first explained Critical Think, and I’m dragging it back onto the dance floor.
Really, this is timeless stuff. Enjoy:
Howdy.
Someone recently asked me to offer a clue on how to nurture critical thinking.
It’s a fair question. And while I’m no neuro-scientist, I talk about critical thinking a lot, because it’s the foundation of great writing, killer salesmanship, and engaging the world with your throttle wide open.
However, it’s not an easy subject to grasp if you’ve seldom taken your brain out for a spin around the Deep Thought Track (as most folks have not).
So let’s explore it a little bit here…
Critical Think Point #1: Yes, I know the headline on this article is a grammatical car wreck. It should be “how to think critically”, or at least “how to critically think”.
But this botched phrasing is actually part of the lesson I’m sharing here.
Consider: The vast majority of people sleep-walk through their lives and careers, never going beneath the surface of anything. They process, at most, a small fraction of the information they see, hear or read about.
It’s pretty much GIGO. Garbage in, garbage out.
So the first job of any good marketer is todeliver some level of brain-rattling wake-up call for the prospect. To literally jolt them out of their semi-permanent reverie, and initiate a more conscious state of awareness.
Cuz you can’t expect a somnambulant zombie to be proactive about following through with your request for buying something. Or opting in. Or even just continuing to read.
Thus: Good ad writers make full use of the incongruous juxtaposition of compelling sales elements — or, for short, the “hook”.
Ideally, you want the induced “WTF?” reaction strong enough to unleash a splash of adrenaline, or even physically make ’em bolt up and take notice. (As in, “That can’t be right! This violates my entire sense of what’s real!”)
HoweverRead more…
Sunday, 3:09pm
Reno, NV
“The shortest distance between two points is a straight line, unless you’ve got a black hole handy.”
Howdy.
Nice, short post here today. In keeping with the theme “KISS.”
Veteran entrepreneurs recognize this, of course, as an acronym of “Keep It Simple, Stupid“… easily some of the best biz advice I ever received in my long career. I carefully printed this slogan out, by hand, on a big notecard and had it taped above my desk for years (though, my sign was even more direct and vicious: Keep It Simple, Shithead. I wanted to get my own attention.)
I made good use of slogans during the early days. “Business before pleasure” was also huge for me, since I’d squandered my youth as a party-hardy slacker… and simply re-directing my energy first to biz (and having evil fun afterward, if I still had any juice left) instantly changed my entire existence. I made a vow to myself — my first real vow that I took deadly seriously — to follow that self-administered advice without hesitation or complaint… and to never apologize for basing my career on a hackneyed phrase that few people ever thought twice about. And that’s when things started popping for me, success-wise.
That was a key realization: All those dog-eared rickety slogans, as mocked as they are, have earned their way into the culture…
… because they Read more…
Thursday, 2:52pm
Reno, NV
“He was a one-eyed, one horn, flying purple people eater…” (Sheb Wooley)
Howdy.
In the spirit of screwing off as much as possible this fine July, I’m replenishing the blog with another oldie-but-goodie post from the archives.
So you’ve got something good to chew on, while I wander off to the beach to get pounded by merciless surf and fried by an uncaring sun. You know: Good times.
Anyway, I love meandering through the archives here… especially when I find a post that still packs some mojo.
Here’s a nice short one from ’07, on the non-scientific process of finding great hooks for your headlines. At the time, I was bummed that a favorite newsstand shock-rag was ending its run… however, the good news is that WWN is still alive and kicking (just like Elvis) online. (Today’s headline: “Saturn Ready To Explode!” Um… okay.)
The ability to find a way to hook readers (and drag them into your story) is what separates the Big Dog writers from the wannabe’s.
And creating hooks (especially from otherwise boring raw material) is an art form that needs to be developed. It’s not a skill that comes with your standard brain equipment.
Here’s some insight to how the best veteran copywriters do it, slightly edited, via the Archive Time Machine, from July ’07:Read more...
Monday, 12:48pm
Reno, NV
“Use all your well-learned politics, or I’ll lay your soul to waste.” (Stones, “Sympathy For The Devil”)
Howdy.
Today, I’m gonna share with you one of the nastiest, yet most valuable lessons you’ll ever get in your career.
It’s all about the firestorm of conflicting personality types you’ll encounter in the Big Game O’ Biz. It took me ages to figure all this out (and get it into a simple concept that’s easily explained)… and many, many times it has saved my butt from disaster.
This is the mostly hidden part of being in business. The other fundamentals… honing your skills, dealing with technology, managing moolah… all seem to be fairly straightforward.
If only we didn’t have to deal with human beings to get through the day, everything would be just dandy.
However, sizzling underneath every interaction with another Shaved Ape lies a volcanic pit of emotional, physiological/biological, intellectual and metaphysical goo. Experienced professionals intuitively learn to negotiate this roiling obstacle, eventually… but usually can’t explain what they’re doing. They rely on a code of ethics, first, that eliminates or salvages biz relationships with the most common kinds of crooks and monsters out there.
However, waiting for the other guy to violate your code before jettisoning him from your life means you’re a punching bag while the truth about the human capacity for evil slowly dawns on you. (And most folks never really understand any of this. Which is why the neighbors of the freshly-caught serial killer always express disbelief — “He seemed like a nice guy. Always mowed his lawn. Sure, there were screams from the basement sometimes, but…”)
I studied this stuff — and figured it out — only because I was completely on my own in the early part of my career as a freelance copywriter (where I constantly dealt with new people, and needed all the insight to make quick-yet-correct decisions I could muster). I had a smidgeon of a hint, through an otherwise-worthless psychology degree I snagged in my youth…
… but the real breakthrough came because my quest to become an expert in salesmanship forced me to go deep with how people actually react to a sales pitch. This was my introduction to “street level psychology”… Read more…
Monday, 7:55pm
Reno, NV
“But it’s all right… in fact it’s a gas…” (The Stones, “Jumpin’ Jack Flash“)
Howdy…
It’s time for another orgy of graduation rites across the land…
… and, in honor of it all, I am re-posting my now globally-notorious big damn rant on the subject. This was one of the more popular posts I’ve written, so it deserves an annual rediscovery.
So, without further ado… here’s the third redux of that post:
Nobody’s ever asked me to give the commencement speech for a graduating class.
That’s probably a good thing. I’m pretty pissed off at the education system these days, and I might cause a small riot with the rant I’d surely deliver.
See, I have a university “education”. A BA in psychology. (The BA stands for, I believe, “bullshit amassed”.) I earned it several decades ago…
… and while I had a good time in college (height of the sex revolution, you know, with a soundtrack that is now called “classic rock”), made some lifelong friends, and got a good look at higher learning from the inside…
… that degree provided zilch preparation for the real world. Didn’t beef me up for any job, didn’t give me insight to how things worked, didn’t do squat for me as an adult.
I waltzed off-campus and straight into the teeth of the worst recession since the Great Depression (offering us Nixon’s wage-freeze, record unemployment, an oil embargo, and near-total economic turmoil)…
… so, hey, I should have a little empathy for today’s grads, right?Read more…
Tuesday, 3:39pm
Reno, NV
“Well, you’re sitting back, in your rose-pink cadillac…” (Stones, “Dead Flowers”)
Howdy…
I’ve been going through shoeboxes stuffed with old photos, discovering treasure right and left.
Hard to believe some of this stuff is decades past, but since I’m forever being asked what it was like working so closely with Gary Halbert for so many years, I thought you might get a kick out of some virtual album-viewing.
This month, April, is the fifth anniversary of Gary’s exit from this mortal coil. He remains dearly missed, and the great work he accomplished in his career still reverberates loudly among entrepreneurs (including those who only learned about him long after he split).
I was just hosting our Platinum Mastermind group, in San Francisco, this past weekend… and damned if Gary’s teachings and stories didn’t pop up in the interplay frequently and with shocking relevance. His effect on the marketing world was profound. I am one lucky, happy bastard to have spent so much quality time with him as co-conspirator, partner and close friend.
In fact, I’m staring at my phone right now, knowing that if he was still alive, he’d be calling right about now. To chew over some absurd matter in life, to share business gossip, to discuss a book, to float new project ideas, to rip into life with gusto again and again and love every freakin’ second of it.
The teachings of Gary will endure. There are precious few videos out there with him, but that’s all right — his audios, which are plentiful, are like experiencing him in your brain, and I recommend them. His sons, Bondo and Kevin, are doing an amazing job keeping Gary’s prolific writings available (and relevant).
Still, you kinda had to be there in the room with him to get the full brunt of his personality. He was truly a force of nature, unique, powerful and unwilling to settle for anything less than spectacular in his dealings with the universe.
Anyway, if you haven’t read my post “For Gary” yet (which I wrote in the hours after learning of his unexpected, untimely passing) go here.
You’ll find multiple other postings related to the dude all over the blog archives, too. All free, of course.
But today, I’m just gonna share a few photos I’ve dug up, and maybe a related story or two.Read more…
Saturday, 2:21pm
Reno, NV
“Well, do ya, punk?” (Clint Eastwood, “Dirty Harry”)
Howdy.
What’s Lady Luck done for you lately?
Humans have a strange relationship with Luck. Rome conquered the known world, yet firmly believed in a goddess named Fortuna who ruled over their fates. More modern successful folks than you can count consider luck to be a con-game. “I make my own luck,” is a common refrain… and yet these same smug studs often indulge in stark superstitious behavior.
I imagine more than a few folks have earned a PhD or two going deep into the concept of luck. Is it a random thing in the universe (like snake-eyes rolling exactly when you call it)…
… or part of a pre-determined script you’re just playing out (so of course the dice came up ones — it was part of your life’s plot-line)?
Or is it something much more mysterious and powerful?
You’re really got to settle this for yourself, I learned… Read more…
Friday, 12:26pm
Phoenix, AZ
“Been there, done that…”
Howdy.
I am, today, resurrecting a post from a very long time ago…
… because the subject matter just won’t die. Like a zombie, it just keeps getting back up and stumbling forward to irritate and annoy me.
So let’s file this under “Necessary Reminders If You Wanna Get Rich“…
… cuz it’s one of those fundamental lessons for anyone who got into business to create wealth.
As opposed to, say, getting into business just to have something to do during the day.
Every successful entrepreneur will tell you the foundation of their wealth comes from paying attention to the fundamentals. The wild-and-crazy ideas are fun, the vows to take over the world make you feel awesome, and gorging on fresh technology is invigorating.
But you won’t earn a dime off any of it without knowing the nuts-and-bolts part of putting ideas, vows and tech into action.
Just like being really, really, really eager to demolish your opponent in a cage fight will get you killed if you don’t have the fundamentals down of hitting and getting hit.
Enthusiasm is great. Skills and knowledge are how shit gets done, however.
Here’s that zombie post. Enjoy:
I tell rookies to never, ever assume anything about anything. Ever.
Especially about your target audience. One of the biggest mistakes marketers make is to assume your prospect knows as much as you do about whatever it is you’re selling.
And it’s almost never true. You’re dealing with your product/biz/service day in and day out, and you’ve dealt with the details so often, it’s all second-nature to you.
But your prospect isn’t working in your office. Even if he’s in the same general market as you, he has other priorities. He may desperately need what you offer… Read more…
Monday, 8:28pm
Reno, NV
“Just take those old records off the shelf, I’ll sit n’ listen to ’em by myself…” (Bob Seger)
Howdy…
At the end of this post, I’ll explain how you can win a bitchin’ prize that will make you the envy of all your friends forever.
First, though — let’s learn something about marketing to humans, whadya say?
Here’s two quick “how to deal with the screaming chaos” tips for everyone in business today who’s just a tad freaked-out at the way things seem to changing so damned FAST:
Screaming Chaos-Dealing Tip #1: If you’re older, you need to cultivate solid relationships with younger folks who can help you understand the Zeitgeist of the dominant culture out there. (Yes, even if you hate it. Especially if you hate it, actually.)
And I’m not talking about having your nephew program your TV remote while you mow the lawn.
Nope. I’m talking about entrepreneur-minded young adults, who just happen to be totally wired into the Grid…
… and can translate current trends while offering you some solid, smart perspective.
And…
Screaming Chaos-Dealing Tip #2: If you’re a young entrepreneur, you need to cultivate relationships with geezers who can give you some perspective on how we GOT to this current state of affairs.
Key thing to remember: Read more…
Saturday, 1:29pm
Austin, Republic of Texas
“We’re the Free Texican Airforce, and we’re flying tonight…” (Peter Rowan)
Howdy…
People constantly ask me for simple tips to write copy that persuades.
And I like to drop lots of easy shortcuts. However, I often cloak them in riddles or inanity.
People seem to learn better when not lectured to, but rather teased and forced to think.
If you want to write copy that persuades in this day of lightning fast tech, AI and chatbots, this is a handy ‘lil resource you’ll want to get your hands on. Like yesterday. And it’s FREE too. The details here.
But get this:
In the process of reminding folks about the value of journalism when communicating with prospects…
… I sorta accidentally came up with a VERY cool new twist on a traditional rule…
… that just may be the Mother Of All Shortcuts to writing killer ads.
Wanna hear it? Okay, here it is:
The fundamental rule of journalism (which you should have been taught in grade school, had you existed in the parellel universe where the American education system hasn’t been degraded and murdered) is to communicate the “essence” of a story as succinctly as possible…
… so that even skimmers can get the specifics.
You’re excused if you’re young enough to not remember when newspapers and real TV newscasts dominated the info media world. Pre-Grid, and yes, I understand how difficult that concept is to get your brain around today.
And even if you currently read newspapers (say, online) you may be hearing about this rule for the first time…
… because journalism is now into it’s second generation of pure, unadulterated FAIL and suckiness. Reporters now consider their opinion and personal experience to trump the need to disseminate actual news. (But that’s a rant for another time.)
That basic journalism rule for reporting is to make sure you deliver on the “who, what, where, why, when and how” of the story as promptly as possible.
“Mayor Flytwaddle, speaking to reporters from his office downtown yesterday afternoon, insisted he did not know the dead hooker found in his secret apartment last night, despite the discovery of his handwritten check for $75 in her purse, nor could he explain how she had a key.“
Or something like that.
The key is communication of the specifics… MINUS all external bullshit (like the reporter’s opinion, political spin, or personal context).
Just the facts, m’am.
As Sgt. Friday used to say.
When it’s done right, you come away from reading a story (by a crack reporter) knowing as much as anyone. And if someone’s hiding something, you know that’s the case, too.
You are informed. You are hip. You are The Man.
Most folks, untrained in allocating and delivering basic information, can instantly transform their ability to communicate clearly just by having this checklist tattooed on their forearm, and going down the list as they speak.
So, instead of “Dude! It was, like, totally awesome!“…
… you get: “So, yesterday afternoon, Jimbo and I were at the park practicing Frisbee golf, when this sheriff’s helicopter landed right next to the statue of General Lee. We overheard a cop say the tail rotor was wobbly, so they needed to do an emergency landing, and nobody was hurt…”
Now, yes, there is some argument to be made that a primal form of “essence” associated with the experience is actually contained in “Dude! It was, like, totally awesome!“.
But “essence” isn’t communication.
As a professional communicator — the raw definition of a good marketer — you can’t rely on dude-speak to persuade anyone to buy your shit.
Thus, this simple journalism tool really can shortcut you into being a better salesman.
However…
I’ve come up with an even more awesome (awesomer?) way to use this checklist.
First, make sure sure you deliver (in your ads) on the “5 W’s + H” basics:
1. Be clear on who you are, and who your intended audience is. You want to identify yourself to strangers, and remind your fans… and you want to be clear on the needs, fears and dreams of your prospect.
2. Have a freakin’ point. Be able to simply explain what you’ve got that is so special, it requires an ad.
3. If there’s a deadline for acting, say when it is. (Classic old-school blunder was placing a print ad for a gazillion bucks in a big newspaper, and forgetting to say when an event was being held.) (Second only to the more common botch-up of printing the wrong phone number.)
4. There is always a “where“, too… whether it’s virtual and online, or in the real world (like at a hotel in the middle of Texas, where even the armadillos won’t leave the shade when it’s 107). You want to give your reader a sense of “place”. Our brains are still wired for jungle living, so help folks undertand if travel is required, virtually via the mouse or in the sky via jets.
5. Explain why it’s so important to hear your message, and to possess whatever crap you’re pitching.
6. Finally, tell me how to get this ball rolling.
So, as your reader, all my questions are answered (to whatever degree of satisfaction I require), and I’m able to release the lock on my greed glands and get busy getting what you got.
But wait…
… I’m adding one more “W”:
7. Take a hint from the tabloids like Weekly World News and the NY Post…
… and add some “whoa” to your tale.
Meaning — shoehorn a truly startling hook or twist that causes me to say “Whoa! What up with that?“
For an ad to be world-class good, it has to be the best thing your prospect reads or hears today. It’s got to lay out the basics, yes…
… but more important, it’s got to grab attention, hold it, and deliver on being something that was worth waking up from his zombie-like daze and hauling out his wallet for.
Thus… it’s who, what, why, where, when, how…
… and whoa!
Journalism profs, please take note of this change in the curriculum.
And for cryin’ out loud, get my free report already.
Stay frosty,
John
P.S. For even more biz-boosting resources, feast your eyes on this bonanza.
