Sunday, 6:35pm
Reno, NV
Crispy clear evening, with a canopy of stars twinkling like lighters during a Neil Young encore…
Howdy,
I’m gonna ask you to write a little mini-script here in a minute. For your “inner” home movie.
You did know your life is a movie, right?
Okay, maybe you’re no DiCaprio or Clooney or Scarlett… or even Giametti… but you’re the star of your own show just the same.
There’s a script, which you have enormous sway with. You don’t like the way things are going, do a rewrite.
There’s direction, and even lighting. You want something flashy or big to happen… well, you can arrange it. Whatever you want, as long as you’ve got the cojones to get after it. (No, you’re not guaranteed to get what you want… but if that’s how you want your movie to go, you can at least call for it in your script. Run for prez, dude, if that floats your boat. Heck, if the current crop thinks they’re worthy, then most of the rest of us are, too.)
Lighting, by the way, plays a bigger role in your life than you might realize. Most of us live under ridiculously harsh wattage, both at work and at home… and it’s like blasting angry music into your head all the time. It can change the way you see yourself, and act in the world. Heck — bright lights are used as “extreme interrogation” methods by the CIA. So is Barry Manilow music, as well as thrash metal. Because relentless use of it hurts.
As a side note: Experiment with the subtle elements of your life. Get some indirect lighting for your office, use non-white bulbs or even candles… you don’t have to go for any kind of gaudy bordello-style mood, but just try lighting your stage differently for a little while. See how it affects the way you do things.
Same with music — get out of your rut, for sure, but also stretch a bit. My iPod is crammed with rock and roll, but also lots of classical and acid jazz and country and folk and alternative stuff. And I carefully plan out hour-long playlists that create a mood, and keep it going.
When you live like you’re a star, you pay attention to these kinds of details.
The benefits: Time slows down… routines become exercises in pleasurable rites rather than zombie habits… and your awareness level kicks up a notch.
All are excellent tools for living well… and being a better marketer.
Especially the “awareness” part.
Have you ever wondered where the knack for finding stories and hooks — the main ingredient of any great copywriter’s bag of tricks — comes from?
It’s a direct result of being hyper-aware. Of living life like the greatest movie ever filmed.
Think about your life.
No, seriously. Think about it.
Most people have trouble “seeing” themselves in the world at all. Without a mirror, they’re not even sure they exist. Their daily experiences are like watching a “monkey cam” — the filmed result of attaching a camera to the back of a chimp and letting him wander off.
It’s not a smooth, thought-out, coherent narrative. Instead, it’s jerky, chaotic, and (unless there are “happy accidents”) mostly boring.
There. I’ve said it.
Most people lead boring lives.
And do you know why?
It’s because they refuse to believe they have any control over the script, plot, or action of their life. And, if you don’t believe you do, then you don’t. That’s the way it works, most of the time.
I’m not talking about adopting a selfish attitude of “it’s all about me”. No way. Most of the really savvy people you know — the ones who have their personal and biz lives put together well — are not selfish weasels. And yet, they live like they’re the center of the action, because they are.
Doesn’t have to be a “movie” metaphor, either. Think of yourself as the protaganist in a great novel, or the hero of the best video game ever created. (Don’t be that guy who dresses like a Wookie, though. When you finally kick your life into high gear, it will be part action, part comedy, part drama, part tragedy, and yes, part fantasy… but try to think in well-rounded terms. It’s a mistake to get hung up on any one thing, because it’s so limiting. Expand. Live large.)
Whatever works for you, works. It may take you a little time to get clear on what kind of script you really want — most novice goal-seekers screw it up the first few times (like thinking they really, really, really want something… and then being disappointed when they get it).
But you’ll get the hang of it pretty quickly, if you just realize this gift of consciousness you’ve been given. The natural tendency of any human being who has attained some measure of creature comfort, is to sleep-walk through the rest of his days.
And that’s not living. That’s zombie city.
Living your life like a movie means that you are constantly aware of the ROLE you play. It can change, or mutate, or solidify… but all of that can be your choice. Part of the plot twist, if you want.
You can never control EVERYTHING, of course. No one’s ever said you can. Every second of your existence is fraught with unpredictable events, from earthquakes and heart attacks to stalkers and food poisoning. Or an unexpected call from the ex. Or a hacker discovering your bank password.
Nevertheless, there remains a HUGE portion of your moment-to-moment life that you CAN control. If you choose.
And getting into the swing of writing your own script as much as you can, will redirect your life in ways that please you. You become the captain of your ship.
The OTHER advantage of living this way… is that the STORIES of your life become more vivid.
And the best copywriters and marketers and salesmen in the universe… are all great storytellers. Without exception.
Again, think about your life.
Consider how it has progressed in actual chapters, or acts. Maybe it’s as straightforward as childhood, adulthood, starting a biz, getting married. Or maybe it’s more nuanced, in peculiar ways that make sense to you but may sound fuzzy to outsiders. (I know guys who have sectioned thier past under the heading of whichever female was in their life at the time: Jo (junior high), Nancy (freshman year), Roberta (summer he got his license), Yolanda (first part-time job),etc. They will fry your ear with great stories, too.)
The more precise you can be, the better your stories will become. And the better your OWN parcel of stories are, the better you can spot — and use — stories from the world around you when you’re writing to influence and persuade.
I was really lucky to grow up in a family of storytellers. And since I was the youngest by 8 years, I learned quickly to be pithy and interesting… or to lose the floor (because few people have the patience for meandering stories with no punch line, especially from kids).
My auto-biography is already written, you know. In my head. It’s been a work in progress since the day I first realized I was alive… and I remember vivid, interesting stories from every minor period of my life.
Stories aid memory, and retention, you know. Every ancient culture on earth was based on stories until writing came along. They HAD to be short, fascinating and memorable, too… because any story not retained, was lost forever.
Even if this “consider the movie of your life” concept is new to you… you should be able to look back and see how certain periods of your life evolved. You don’t have to get it all organized right away… take your time. Focus on some pleasant period, and re-gather the stories from that period into a mental file cabinet.
I also urge you to write these stories down. In short, well-thought-out vinettes that pass the “won’t bore your buddies” test.
In other words… leave out the dull parts. You can write up the longer version — the “director’s cut” that only you will truly appreciate — for personal indulgence… but while you’re honing your storytelling chops for the outside world, focus on short, crisp, rollicking tales that get to the point quickly.
The best stories are concise little mini-movies. With a beginning, a middle, and an end. Or, like a good joke, with a premise, a set-up, and a punch line.
They can be serious, or funny, or rueful, or just “hmmm” inducing.
But they must be complete stories. Remember Suzy, your first real relationship? Sure, it went on for a long time, and any day-to-day explanation would put even someone tweaked on speed to sleep.
So start editing, with an audience in mind. For example, to strut your credentials for understanding young love: “Suzy, the first love of my life. Teenagers, convinced we would live forever, and no one had ever felt a love so strong before. We spent most of our time in the back seat, or in secluded spots, fumbling with biological imperatives and hormone dumps. Torrid affair. Shocking heartache when her biology shifted away from me. Sad, sad boy, convinced no one had ever felt such pain before…”
Or, something more mundane: “Interviewed for my first real job right out of college. Cinched up my tie, answered every jack-ass question seriously, shook hands like a candidate. Got the job. Hated every second of my life for six months, never quite caught my breath, and then got fired. Joy, again.”
Or, here’s a tidbit from my own biography: “We were vandals as kids, mostly ineffective and innocent, but occasionally stunning models of terrorism. Asked an engineer how many railroad ties his cow-catcher could handle… and the next day, put all those plus one on the tracks. Derailed the train, and our genuine horror of success was deepened by the realization we better watch our asses if we were gonna engage with the adult world like that.”
Three sentences. Yeah, long ones, but three coherent, correct sentences. A complete story, with entry point, action, and quasi-moral ending.
Consider how looooooooooooong I could have dragged that tale out, and been absolutely justified in doing so. Because, hey, the thing took place over a couple of days, and there are details of our gang and the neighborhood and the derailment that are fascinating.
Just friggin’ fascinating.
But longer stories should only be told if you’re invited to tell them. As in, writing your thousand-page biography, and selling it. Anyone buys, it’s a tacit agreement to put up with every long-winded tale you’ve got up your sleeve.
Watch a bad movie tonight. Not a good one, or even a cult sleazoid one, appreciated for being bad.
No, watch a dull, plodding, no-thumbs-up disaster. You’ll discover that it has nothing to do the stars in the cast, the money in the budget, the director, the studio, or even the script. (People have screwed up Shakespeare, you know.)
Watch it critically. Consider WHY it’s boring you. And think of ways it could speed up the pace, nudge your attention, be better. The culprit will almost always be the storytelling.
Now, it’s your turn.
Leave a 3-sentence story from your life in the comments section. Don’t be shy — we’re all trying new stuff this year (or should be). Trashing old limitations, stretching new boundaries, waking up and engaging the world on new terms.
I promise to read every one. I’ll even toss in a few comments myself, when warranted.
This is a SAFE forum, you know. We’re all friends, or at least cohorts in the quest for better living and finer biz results.
Honing your storytelling chops requires releasing your shy restrictions, and just doing it. Get comfy with the concept, and get better with the details each time you try again.
I won’t mock anyone, and I’ll read every submission. Some of you are already damn good, others can use a lot of work… but we ALL need a kick in the butt once in a while to continue getting better at storytelling.
C’mon. Three lines. That forces you to be concise, to consider every single word carefully, and to crunch large chaotic experiences into tidy little narratives with a point.
I’m not looking for funny. Not looking for tears. Not looking for anything profound.
Just a story.
For some writers, this will be a true test, because you aren’t used to pushing yourself like this. However, the best already do.
Stay frosty,
John Carlton
www.carltoncoaching.com
Tuesday, 10:27 pm
Reno, NV
Howdy…
That was a great, healthy, raucous sharing of ideas to the question I posted Sunday. Essentially: What to do, when the act of creating a formal ad is too daunting, but you need to do something to create sales.
The Usual Suspects posted really good comments, and it was cool to see a bunch of new folks putting on their Thinking Caps to tackle the problem.
As I said — I hate questions like this, myself. Cuz it hurts to confront puzzles, mysteries, dilemnas, and problems.
Yet, it’s been the best way to learn for around 3,000 years. It’s the Socratic method — essentially Q&A, but the answers are expected to be well-thought-out. (For a great example of this method in action, see the 1973 flick “The Paper Chase”, on the hot action inside a freshman year at Harvard Law School.) (I still get shudders watching it today.)
So, for my entire career, I’ve been practicing it whenever possible. John Caples, in “Tested Advertising Methods”, offers up hundreds of little mini-tests… asking the reader to choose which headline or USP worked the best. I was stunned to learn that most of my colleagues who had bothered to pick up that amazing book had also NOT considered each question carefully, chose definitively, and only then look at the answer.
Nope. Most glanced at the question, then quickly went to find the answer. “Oh, yeah,” they’d say. “I probably would’ve chosen correctly, if I’d had to.”
Bullshit. That’s cheating.
Your brain is a muscle. It craves good workouts, even though puzzles can make the old cranium cranky. The ONLY way to retain knowledge is to cement it into your noggin. Passive, lazy glances at the important stuff doesn’t cut it.
So kudo’s to everyone who ventured an answer.
It was gratifying to see so many writers come so close to the answer, too. (In truth, many would have technically passed the test, even though their answer wasn’t quite as complete as what I was getting at.)
Before I reveal my own answer, let’s address a few of the suggestions offered.
First, swiping is not gonna cut it. All writers swipe to one degree or another (though some of the new breed do it to excess, and rob themselves of finding their own “voice” and style).
However, even if you find an ad to swipe that is in your market, close to your USP, and even selling something similar… you’re still gonna have to slog through the very necessary tasks of re-molding the headline, all subheads, and especially bullets to your own situation.
This can work… but remember that part of the question was “…and you find the formal process of creating an ad daunting…”. For a veteran professinal copywriter, this particular problem won’t come up much. But for an entrepreneur or small biz owner selling your own crap, this is THE most common problem you face.
What’s more — as I posted among the comments last night — while using the “Lazy Businessman’s 3-Step Shortcut To Creating A World-Class Ad” (the record-yourself-at-fever-pitch-and-transcribe technique pushed by Halbert and me for decades) will actually get you to a good point in creating a killer sales message… in all the years I’ve taught it to people, few have ever actually done it.
Still, the process you would go through to get your head ready for such a recording… IS a big part of the answer to this problem.
Here is my solution:
First, and foremost… keep it all very simple.
What you want to do is create a sleek, greased slide leading straight to a single action.
No tangents. No long stories that require cognitive effort by the reader.
The key is that single action you will request: What, with a gun your head and wolves at the door, is the ONE action you would love to see your reader take? Could be a full-on sale… could be just to get into the sales funnel… could be a phone call. Or a hundred other actions.
Choose the one that you need him to do. Concentrate your salesmanship on getting him to that point — quickly, efficiently and without fuss.
Second: Get clear on WHO your reader is.
Remember — even jaded, long-time marketers have little clue who actually populates their list. Many entrpreneurs get an idea in their head of who they THINK they’re writing to… but are often wildly wrong.
So calm down (yes, even with that snarling and scratching at the door), and use whatever resources you have to nail your prime target. This could include asking your staff for input, calling up some actual customers to see who they are, or even doing a little “Google Stalking” to see if any of your intended readers show up in a search for demographic info.
If you’re writing to a cold list… you’ve still got to create that “avatar” character you’re writing to. If you gotta guess, you gotta guess. But you still have to make a final decision.
A sales pitch written to no one in particular will die a gruesome death.
Third: As so many posters commented… the next step is to create a super-condensed list of your reader’s needs and wants. You want to get as close to a psychological profile as you can. At this point — desperate and under urgent circumstances — you are in no position to offer him what you think he needs or should have.
Nope. You want to discern what he wants… and give it to him. This is not the time for long discourses on new ideas, or education on what-if situations.
Try, as much as you can with the resources you have, to figure out what parade your reader is marching in… and then hop out in front of it. Where’s he’s going, hey, that’s where YOU’RE going.
What a coincidence.
Fourth: As many of you guessed… you’re going to write a personal letter.
However — and this is critical — you are not going to write AT him… but TO him.
As much as your dire situation feels personal… this ain’t about YOU.
It’s about HIM. All you are is the conduit of good tidings — the bearer of great news, the gateway to something wonderful, the dude writing the one thing he’s gonna read today that really gets his blood moving. (Though, if your situation really does lend itself to a fire-sale offer, then by all means USE that tactic.)
You write — in a conversational voice — a very personal letter from you to him, getting right to the point, and outlining what you have for him in the following manner:
Here’s who I am…
Here’s what I have for you…
Here’s why you’ll like it…
And here’s what you need to do right now.
Yes, you need to write your opening line (or subject line, if you’re using email) in a compelling way… because it’s doing the job of a headline. And yes, you need to think in bullet form (even if you don’t use the formal, indented bullet set up). And yes, your close needs to cover all the essentials of classic salesmanship.
However, if you know who you’re writing to… and you’re dead honest about what you have, and how it fits into his life… then all this should come naturally.
Many of you know the story behind the big damn Stompernet launch. Frank Kern graciously has told this tale many times, and I’ll repeat it here: With just days left before the launch, the guys doing the writing were nowhere near having a final “buy now” sales pitch ready.
It was panic time. They were trying to hire me — at ridiculous rates — but I didn’t have the time (or, honestly, the inclination — I’ve had my share of emergency jobs, and they’re never any fun).
So, during a break at the seminar in San Diego we were all attending, I sat down with Frank and Mike and promised to do what I could to help them get back on track.
The copy they had was, to my mind, hopelessly overwritten and a muddle.
And completely unnecessary, I told them.
At this point, they knew WHO they were writing to… and even had a fair idea of their prospect’s state of mind. (Teased to a froth, from an extended launch process.)
So, I said, here’s all you need…
And I quoted to them pretty much what I just laid out here in this post.
For Frank, it was an epiphany. And he was able to blast out the letter that sealed the deal in record time. (It was a beauty, too. I am NOT taking any credit for what Frank wrote at all. I’m just pleased to have helped part the fog, and point out the yellow-brick road.)
The thing to do when your body is telling you to PANIC… is to settle down, get your breathing deep and relaxed… and set to work mapping out a simple, direct, no-frills path for your very real reader to arrive at a simple request for action.
Movement will save you. And movement in a definite direction, knowing that you only have to create a very simple pitch with a simple request for action, can bring stunning results.
All great ads are, at heart, just killer letters that touch your reader’s heart. Or greed gland. Or desire for vengance, or whatever it is that he wants enough to open his wallet to attain.
It’s fair to ask: If this is such a good tactic, why not write ALL ads like this?
And the professional answer is: Because, once you have the core of your pitch nailed in this format… you can increase readership, desire, and response by fleshing more of the classic “formal” parts. Big headline, bold and centered subheads, ranks of tidy indented bullets, some graphics, audio, video and all that other cool stuff.
Nevertheless… cornered by a crisis, without the time or resources to “perfect” your ad… a very simple sales letter, aimed at the tender emotional sweet spot of need in your reader, leading to a single action… can save your life.
That was fun, wasn’t it?
You guys are scary-good, and I feel better about the state of the copywriter field after seeing the sense, the will to think hard, and the skill set so many of you offer.
Stay frosty…
John Carlton
www.carltoncoaching.com
Sunday, 6:09pm
Reno, NV
Howdy…
Here’s a question for you.
It’s something that — once you know the answer — you sorta want to smack yourself upside your head, cuz it’s so obvious.
However, it’s NOT so obvious until someone with experience reveals the answer to you. It’s simple, but most folks never “stumble” upon it on their own.
I hate these kinds of questions, myself. Except for, like, situations where I’m the one holding the big damn secret, and I get to do all the teasing and torturing. It’s fun being the one in control. All humans have at least a small sociopathic sadist hiding deep inside, you know…
But never mind about that.
What’s interesting here — and very, very important to marketers looking to earn the Big Bucks — is that despite the “obviousness” of the answer (which you’re very close to discovering)… fewer than one professional copywriter in a hundred has a clue to the solution.
And that’s the pro’s — the guys making a living at this.
For rookie entrepreneurs and flustered small biz owners… it’s like the Holy Grail of advertising. They’ve maybe heard rumors about it, but harbor little hope of ever finding the answer without some serious help.
Still, it’s worth wracking your brain about, because (as top marketers know) all the really good wealth-producing secrets are hidden from most people.
This is the advanced stuff, folks.
So here’s the question… and I want you to really try to answer it for yourself before you peek at the answer:
Ahem.
“What can a marketer do… when he desperately needs a money-making ad fast… and yet finds the ‘formal’ process of writing a ‘real’ sales pitch (or getting one written by others) too daunting to complete?”
In other words, you need to post, print or mail something (with wolves at the door)… and no way is a ‘real’ looking ad gonna get completed in time. So what do you do?
I’ll give you a hint: The answer is NOT “do nothing.” Or “crawl back into bed and curl into a sobbing fetal position.” (A very common response, by the way, to this very common problem. It’s why so many new businesses wither and die every year, too.)
The key words in this question are “desperately”… “money-making”… “fast”… and “real”.
Consider those words as you try to figure out the answer.
The need for results-getting ads is never-ending for all business owners… and most never adequately solve the problem of getting “real” ads created (either by using agencies or freelancers)… even when deadlines are loose and money’s no object.
Worse, though, is that neither entrepreneurs nor small biz owners ever come close to solving the problem of giving birth to “emergency” ads that need to get posted or published or mailed right friggin’ NOW… especially when there’s no agency or freelancer available to help, or no money to hire them.
So what do you think the answer is?
Wracked with anxiety, under a cash crunch, with the hammer coming down… and no time or resources available to pay someone else to do it… or to create a “real” ad, with superscript, headline, subhead, bullets, guarantees, graphics, etc, yourself… what do you DO?
I’d love to hear your suggestions in the comments section. I promise not to make fun of anyone… especially rookies who just want to give a stab at the answer.
Again, the question (re-phrased): “What do you do, when you’re under the gun to create a money-making sales piece… and you simply don’t know how to create (or are overwhelmed by the requirements of) a ‘formal’ type ad with all the bells and whistles?”
I’ll post the veteran’s short, elegant solution Tuesday evening.
Stay frosty,
John Carlton
www.carltoncoaching.com
P.S. C’mon. Give it a go — leave a suggestion in the comments section here…
Thursday, 10:54pm
Reno, NV
Howdy…
I was gonna write this post last week, but I put it off and forgot about it.
Okay, that’s a bad joke.
But it could have been the truth. Humans have a lot of belligerent, wicked-clever demons lurking inside… and procrastination is one of the nastiest.
Often, during one of my ridiculously expensive consultations, I’ll hear all kinds of excuses from the client concering why he can’t “get” anywhere in business.
Disorganization and time management get the blame a lot… but really, I know it’s nearly always just a virulent case of procrastination.
Oh, it’s bad stuff. People have all kind of different names for it — writer’s block, stress-induced catatonia, frozen nerves, lack of inspiration…
But it all really just comes down to being a lazy S.O.B.
We choose to Read more...
Sunday, 8:06pm
Reno, NV
Howdy…
Let’s talk about boozing it up, shall we?
I mean, tomorrow is Amateur Drunk Night, after all. The streets will be an obstacle course of big damn SUVs and expensive sedans driven by people who have just discovered — just tonight, at the big New Year’s Eve party — that they love Irish whiskey or Mai Tais or Mad Dog 20-20 or whatever… and look! it doesn’t affect their ability to drive even one li’l teensy li’l tiny bit, buddy, and whadya gon’ do ‘bou it, huh, mishter? Shime da bescht der-river inna worl! Hey! Where’d da tree come fum, huh? He he he he…
Don’t do it, man.
Don’t drink and drive. And don’t even drink a lot, if you’re not used to it.
Especially if you’re around friends or co-workers.
Bad, nasty, evil mis-adventures will befall you, and haunt you for decades.
I know.
I’ve been there.
And no, I’m not gonna Read more…
Thursday, 10:15am
Reno, NV
Howdy…
Sometimes marketers like to pretend they exist outside the “real” world of politics, war and social upheaval.
This attitude is especially evident in certain commercials and ad-heavy publications that reveal a thick-headed cluelessness about life outside the box of privilege. In the past months, I’ve seen TV ads mimicking revolution in the street for a frivolous product… and read articles on celebrities that used references to famine and actual murder cases, trying to be ironic and hip.
These efforts are clunky and embarrassing. Yet, they never abate. (Mind you, I adore irreverent humor and M*A*S*H-style commentary… but you can’t accomplish this kind of wit from the sidelines. Cluelessness makes knowledgeable people cringe.)
I first noticed this disconnect between pain and fun as a teenager waiting for my draft notice during the Vietnam war. The evening news was dominated by combat zone film bringing the war right into America’s homes (something The Man has since realized should never happen again, if he wants to continue blowing people up for vague and unsupportable campaigns)… so for half an hour between typical fluff like “The Beverly Hillbillies” and “Gilligan’s Island”, we were treated to glimpses of Hell, half a world away. Guys just a few months older than me crouched behind shattered walls, bullets zinging into the stucco while swaying palm trees burned under distant napalm assaults. And the wounded were evacuated, swathed in bloody bandages, the stretcher-bearers ducking and weaving.
And then, during the break, here comes this bright and cheerful commercial for laundry soap… with a pretty housewife flying a WWI-era bi-plane, dropping tablets like bombs from the sky. The slogan — and all TV ads back then were centered on slogans — was some bullshit reference to “blowing up” germs in your dirty clothes with this new, improved way of keeping your family clean.
Seconds away from the grime and gore of a real battlefield, here’s Read more…
Sunday, 11:59pm
Reno, NV
Howdy…
Quickie post here, cuz I’m a walking petri dish of germs. There’s a slug of Nyquil sitting here with my name on it, and I’ll be worthless about three minutes after I slam it.
Gulp.
Done.
Here’s the post (while I can still type): One of the grand traditions of year-end journalism is the round-up of “worst” lists.
I love ’em all.
In truth, 2007 had some totally bitchin’ highlights for me and my colleagues. The gloom-and-doom mainstream media would prefer that we all become quivering masses of hysterical anxiety… but after you’ve been around the block as many times as I have, you get some perspective.
Things have been worse. And they’ve been better.
That’s kinds how the world works.
Still… there are all these wonderful lists to enjoy.
So here’s a good one, in case you missed it. Not your standard “celebrity eats own head” kind of material, either.
It’s literally a “worst of biz” 2007 list. By Fortune magazine.
Read, enjoy, discuss:
http://money.cnn.com/galleries/2007/fortune/0712/gallery.101_dumbest.fortune/index.html?section=money_topstories
Stay frosty… and don’t catch what I have…
John Carlton
www.carltoncoaching.com
Thursday, 7:54pm
Reno, NV
Howdy…
A colleague of mine recently shared an interesting tactic for instantly increasing cash flow.
It’s very low tech.
It’s the phone. And no, it’s not telemarketing.
Here’s what he did: During an afternoon lull in the workday not too long ago, my friend (let’s call him “Joe”) realized he had nothing urgent on his plate that required immediate attention.
So he picked up the phone and called a long-time customer who he’d been playing phone tag with over some minor matter. It was a “B” list kinda task.
During the chat that ensued, however, Joe happened to mention another project he was involved in… and his client expressed immediate interest.
Joe wasn’t pitching the event. Just bringing it up in conversation.
But it triggered a sale.
Interesting.
Very interesting.
So Joe made another call, out of the blue, to another long-time customer… and after some brief small talk, brought up the project. That client, too, wanted in, at full price.
No pitch. No hard sell.
Just a casual mention of something coming up.
Joe sat back and considered things. Both of these clients should have already heard about this project… and should have had ample opportunity to sign up previously. There had been email, direct mail, blog postings, etc.
In fact, before the phone calls, Joe had taken it for granted that all his best clients had of course already heard about this upcoming project. He was very thorough with his marketing.
But no. The project hadn’t entered their attention span. Until he brought it up in a friendly phone call.
Hmmm.
So Joe picked up the phone again…
Long story short… Joe spent the next couple of hours calling random numbers on his “hot list” of best customers… and grossed something like $51,000 Read more…
Thursday, 12:02am
Reno, NV
Howdy…
How would you like to frustrate the hell out of all your competitors… and get so good at sales that people start believing you’ve made a pact with the Devil?
Okay, that’s too many satanic references in one sentence. (Though Frank Kern would dig it.)
But the analogy holds, once you learn this one simple salesman’s tactic I’m about to share with you. Other biz owners will swear at you, and fresh customers will swear in appreciation of your Read more...
Sunday, 5:49pm
Reno, NV
Howdy…
One of my favorite hobbies is to go into stores and be insulted by clueless sales staff.
It used to offend me… until I realized all the really good marketing lessons inherent in every face-to-face encounter with anyone selling anything. (One of the coolest taxi rides I ever took was in Vegas, many moons ago, when the driver spent twenty minutes trying to pimp out his personal line-up of hookers. He used every salesman’s trick possible — including take-aways, upsells, cross-sells, urgency, guarantees and special offers. I actually took notes.) (And no, I didn’t become a customer. Shame on you for thinking so ill of me.)
For online marketers, the offline sales encounter might not seem relevant, but it is.
Your ad is your salesman, and your ordering process is your checkout experience.
All the things that can go wrong in the store, can and do go wrong in the online virtual sale process.
Quick example: I’ve been hot to get a Nintendo Wii gaming console since, oh, about five minutes after the product was announced last year. (I’ve been a gamer longer than you, and I don’t care how old you are. Back inRead more…
