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.

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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!

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"

Pitch Nothing: How to use Sales Prevention to Sell More

The late great Jim Camp, known as the world's most feared negotiator, had a very contrarian yet effective approach to negotiating and selling.

His book "Start With No" goes against all conventional sales wisdom you'll hear in most sales books. (Trust me, I've read them all)

In this blog post, you'll discover:

-How the power of the word "no" will help you make more sales.
This will help you overcome "decision anxiety"- Your prospects fear of making a bad decision which stalls out most sales.

-You'll also learn how too much excitement and desire can actually backfire and kills most deals.

-Plus the most repulsive trait you must nuke from your personality to ensure a successful sales career.

Let's get into it

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How to Find Invisible Profits in Your Business

I guarantee you right now...

That I can increase the profitability of your business, without spending a single penny on advertising.

I'm talking about marketing optimization.

You see, just about every business has sprung a few leaks. There are holes which are most likely invisible to you, but easily identifiable to an outsider like me.

Another incredible opportunity is the power of leverage in your sales and marketing which I'll get to in just a few minutes.

Here are a handful of invisible profit centers waiting to be capitalized on...

Continue reading "How to Find Invisible Profits in Your Business"

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...

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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...

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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"

Irresistible Offers: How to Craft the Perfect Pitch

This might surprise you...

40% of direct response copywriting comes down to the ability to craft an irresistible offer or pitch

As I stated in my last post, the Architecture of Persuasion, I am going to break down two of my real pitches for a few reasons:

1) To show gradualization in effect
2) To explain my mindset behind making a pitch/sales letter
3)To kick off my new "copy critique" section. I'm going to start breaking down sales pitches and old sales letters to show you the various bits and pieces involved in making a successful sales pitch.

Are you ready? Let's get into it...

Continue reading "Irresistible Offers: How to Craft the Perfect Pitch"