Rules Vs Principles

Marketing is too full of rules and not enough principles.

Let me "mansplain" it to you.

In the words of Robert McKee, author of "Story",

A rule says you MUST do it this way.
A principle says "this works...and has throughout all time."

What are some "rules" in marketing?

You must nurture your email subs with "valyoo".
Always have a tripwire in your funnel.
Red CTA buttons are the best.
Long copy doesn't work anymore.
Video always beats writing.
Email marketing is being replaced by Facebook bots.
A 5 day soap opera sequence is the best type of email.

What about some principles?

Questions engage people and get attention.
Stories persuade us naturally.
People buy for emotional reasons over logical.
We pay to solve problems and the more urgent the problem, the more we'll pay.
Curiosity is a powerful force for selling.
People buy things for their own reasons not yours.

See the difference?

Rules are always absolutes. Only a Sith deals in absolutes.
Principles on the other hand are as true today as they were 20,000 years ago.

So what's the point?
Well, the first is if somebody is telling you how you MUST do X or Y, chances are good they don't know what they're talking about.

Secondly, the more you focus on principles, the more likely you'll be successful - especially in advertising and sales.

Try developing a checklist of proven principles every time you write an ad - if you like, maybe I'll create one to give away.

In the meantime, my book Introverted Selling Secrets is FINALLY ready to hit the publishers. (I've been putting it on the back burner).

You can get it here before it goes to the masses on amazon.

www.BenByrneMedia.com/introverted-selling-secrets

Not on the daily email list yet?
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When you opt in not only will you get daily marketing and sales tips (that you haven't heard everyone else saying), you'll also get a whole bunch of goodies like my Breakthrough Advertising notes by Eugene Schwartz!

Underwater Real Estate

In the 1920's, there was a "goldrush" most people have never heard of.

The sale of "Underwater Real Estate."

It sounds ridiculous thinking about it, but some con artists walked away with millions of dollars.

While their unsuspecting victims lost their shirts.

As they say, history always repeats itself.

I look around and see all kinds of examples of "underwater real estate" being sold.

Dan Kennedy coined the phrase "market to message match".

And the marketing results triangle which consists of market, media, and message.

Out of those 3, one is always presented as the newest shiny object.

Media.

In reality, media is inert without the other two forces in place.

For instance, all kinds of people think Shopify and Clickfunnels are going to make them instant millionaires.

Just more examples of underwater real estate being sold.

You need to get hip on the fundamentals of business so you don't get taken advantage of.

Here's a mini lesson.

Media consists of two things.

A place that attracts the eyeballs of a definable segment of the market...

And a delivery mechanism between the market and your message.

Nothing more.

One day it was a caveman drawing on a wall.
Then it was some Egyptian dudes writing out scrolls.

All the way up to telephones, fax machines, email, smart phones, Google, Facebook, Twitter, Snapchat, and so on.

The people who take the hardest hit are always the ones who focus on media first.

They never see the inevitable coming.

In the 80's, they were giving away television space.
Now it's insanely expensive.

In the early 2000's, you could buy Google adword keywords for a penny a click. Now a few clicks of the same keyword could cost you hundreds.

Facebook is heading in the same direction. It's not a matter of "if" but when.

Back in the day, you could make thousands of dollars as an affiliate using SEO tactics too - until one Google slap took it all away.

Shopify is heading in the same direction.

Now, what's the opposite of investing in underwater real estate?

Simple - focus on the other two sides of the "results triangle".

Market and message.

For starters, they change MUCH slower.

A message that sold to a market 100 years ago, will still sell to them today with a few tweaks in the language.

A market is a significant segment of the population who shares the same desires or problem with money to buy... and they can be reached affordably with advertising.

There will always be opportunities had by focusing on what the market wants and crafting the right message to appeal to them.

Just like there will always be another media popping up with boatloads of people yapping about how great this one is and how the rest are dead.

All of my courses focus on either the market or the message and if you don't know where to get started, here's something that will help fast forward your results.

www.BenByrneMedia.com/eps

 

 

 

How to Lose Sales and Alienate Prospects

Today I wanted to share the number one reason I see most people fail at sales...It's dead obvious to me now, but people are still being taught to sell this way every day.

Approaching sales this way will result in more stress, more rejections, more wasted time, and way less sales than you could be making.

Even though I'm a copywriter now, I still consider myself a salesman first.

...So I'm always looking for ways be more effective at persuading. Whether that's through the written word, on the phone, or in person.

I've found if there's any 100% surefire way to "lose sales and alienate prospects" it's this...

Continue reading "How to Lose Sales and Alienate Prospects"

How a Lazy Introverted Salesmen Outsold the “All-Stars” by Breaking All the Rules

The characters in this story are fictional, but the concept behind the story is very real and it takes place every day.

The traits of both of these salesmen are also very real.

This is the story of Grant Vs Dan, two very different salesmen.

Grant is the traditional hard charging, alpha type. He's all about giving it 110% and never taking no for an answer. He knows all the answers to every objection. Grant's not afraid of rejection, he doesn't mind making  100's of cold calls a day to make a sale. He's not afraid to hustle all day, because he knows the one thing he can control is his own effort.

His motto is "The customer either BUYS or DIES".

Dan is different. He's a little lazy, and more introverted. He fumbles his words, he's not the smoothest talker. He doesn't even know if he really likes sales - at the end of a long day of pitching, he feels drained and ready for bed. And try as he might, he simply hates the feeling of rejection. He wishes there was a way to make his prospects come to him, ready to buy.

The one thing Dan has going for him though is his brains. He always looks for a better, more effective way to work.

Dan's motto is "Real wealth is created by SYSTEMS, not working harder."

Continue reading "How a Lazy Introverted Salesmen Outsold the “All-Stars” by Breaking All the Rules"

Email Marketing Campaigns 101

Do you sell by email?

If so, have your email marketing campaigns been hitting their mark? Or falling flat?

Because if your results have been lacklustre, one of the problems might be the sequence of your emails, or lack of.

You see, it doesn't matter if you're the very best copywriter in the world,

And it doesn't matter if you have the greatest offer known to man...

It will all be pointless- if you're not sending your emails in the right order.

Read on and I'll tell you exactly why that's the case AND I'll show you the only 5 email sequences you'll ever need to know...

If you want to be able to extract the maximum amount of cash from your  list, you're gonna want to read every word of this post.

Continue reading "Email Marketing Campaigns 101"

How to Reduce Refunds and Increase Customer Loyalty

You're about to learn about a massive opportunity in your business...

And that is understanding how to eliminate or reduce refunds.

There's nothing more frustrating in a salesman's life than refunds.
I remember knocking on countless doors just to get ONE sale, only to become a victim of the dreaded Buyers Remorse a few days later...

After watching one too many paycheques get clawed back, I decided to figure out WHY it happened and what I could do to prevent it in the future.

Here's what I discovered...

Continue reading "How to Reduce Refunds and Increase Customer Loyalty"

3 Copywriting Mistakes to Avoid

I want to share three copywriting mistakes I made in the past which have cost me potentially thousands of dollars.

If you just avoid these, you're going to see a huge jump in your conversions.

I've been guilty of making these 3 copywriting mistakes all too often in the past. In fact, I didn't even know about them until I had a critique done by another copywriter recently.

Here's what he found...

Continue reading "3 Copywriting Mistakes to Avoid"

6 Subtle Persuasion Secrets

You're about to learn 6 subliminal persuasion secrets used by the masters of human nature...

which hardly anyone ever talks about.

Some of these persuasion secrets came from watching what master marketers, copywriters, psychologists, salesmen, politicians, cult leaders, and other very influential people say to get their way.

Some of it came from books.

Persuasion is one of my favorite topics and I’m a bit of a (huge) nerd when it comes to learning about it.
I'm also skilled at recognizing patterns and synthesizing big ideas from various sources.

You may have heard of a few of these things before...
So before you ask "is this stuff NLP or Neuro Linguistic Programming?"

Just know I haven’t studied much NLP, so for all I know there are other names for some of these concepts.

Anyway, please remember these are very powerful when used correctly, so try and not be evil, okay?

Let’s start with one that a lot of people most likely are familiar with...

Continue reading "6 Subtle Persuasion Secrets"