Do you love watching the Food Network?

I do.

Shows like Next Food Network Star, Iron Chef and Diners, Drive-Ins and Dives are great escapes, and unlike scripted shows, you actually learn something you can take action on that night if you want.

The Food Network is also a great example of a business that never loses sight of exactly what their customers (viewers) want from them and… rather than try to control it to their will… instead ask: How can we deliver really big on this agreement?

Just listen to Susie Folgelson and Bob Tuschman discuss what viewers will and won’t respond to when judging contestants on “Next Food Network Star” and you’ll get a taste of what the smartest execs do so much better than those who assume the market shares their vision — rather than doing the necessary work of asking and testing.

One of the most common pitfalls facing contestants vying to become an on-air talent — and the judges who’ll be stuck promoting them — is failing to posses that rare mix of true food expert and likable TV personality.

Shining with your audience of friendly dinner guests from behind the stove in your own kitchen is a million miles from staring into that cold, cold camera lens in a room full of unimpressed union crew and producers.

As the contestants quickly find, the fact that TV chefs make it all look so easy is the actual talent that makes them stars.

That’s why I was so impressed to see Chef Bobby Flay come walking into his Midtown New York restaurant, Bar Americain, last week when my wife and I had dinner there.

It wasn’t just that he showed up and gave a thrill to tourists by posing for photos. That would have been cool in a “I guess he really does own this place” kind of way. What impressed me (no I didn’t bother him for a photo, making me about 1/10 cooler than every other tourist there) was that was there to WORK.

Upon arrival, he walked straight back to the kitchen and put on his chef’s coat and proceeded to inspect the food before it left the kitchen. Sure, as the chef/owner that’s his job, and he’s no doubt fairly compensated…

… but you could tell it was the part he loved most.

Flay was more at home joking with his staff and fussing over the dishes than he was working the constant line of gawkers and photo seekers lining the kitchen entrance. Even though he didn’t appear to roll his eyes at the task, it clearly wasn’t his motivation.

This struck me because the inherent problem of manufacturing celebrity chefs to the growing audience of armchair foodies is that soon every struggling actor who can make a grilled cheese sandwich without burning the toast is going to be clamoring for his own TV show.

And, just like so many actors in the early 90’s were buying stand-up comedy material hoping to create a path to sitcom stardom (and stealing valuable stage time from true comics and paying audiences)…

… some of these poser chefs and their contrived “culinary point of view” will ultimately slip through the filters and water down the broth of celerity chefdom.

But, whatever.

Right now there’s the delicious memory of that blackened Prime Rib I devoured at Bar Americain last week. The meat prepared to melt-in-your-mouth perfection and those zesty spices dancing around my tongue for a full minute after each bite.

Washed down with a pure California Cabernet with flavors of dark berries and milk chocolate.

And the peach pie topped with insatiably creamy blueberry sherbet and mascarpone creme.

My god, I’m hungry again just thinking about it.

Eat well, friends. It reminds us why we work so hard during those other hours of the day.

Kevin

P.S. Another favorite Food Network show is “The Best Thing I Ever Ate” where the chefs describe the best foods they’ve ever eaten – often discovered in the least likely places. I’d love to hear about your favorite meals in the comments section.

Hi Friends,

Trying out a new format – video blogging – let me know if you dig it or not.

I’m calling it “7 with Kevin” (clever huh?) because my goal is to cram useful and entertaining info into a 7-minute video (or less). Today’s video is just over 11 minutes, so I’ll keep working on time (hey, “Kevin 11″ is pretty catchy, too), however the extra minutes are worth it because I cover a lot of ground.

Here’s what’s inside…

Is Ryan Lee desperate for cash?

Is Vin Montello desperate for attention?

And how losing $25 worth the razor blades may have saved my wife and kids from a killer frog.

It’s a heart-warming tale the whole family will enjoy.

Plus, as an added bonus, you’ll find out what it’s like to have Megan Fox as a neighbor…

… and hear my dead-on Andy Rooney impression.

Don’t hold back your thoughts about this format in the comments section.

Thanks,

Kevin

Hi Friends,

Strolling down the sidewalk on my way to meet my wife for lunch today, two pretty blond girls walked up and handed me $5 cash.

I said, “Five bucks… for both of you… how cheap do I look?”

(Okay, I didn’t say that, but I would have if I’d thought of it so let’s not my deteriorating wit-speed ruin a good story.)

Turns out they were promoting a new subscription coupon service for a local website. And handing out cash money was the best idea they could come up with for getting the word out.

Actually not a bad idea at all. Attaching cash “grabbers” to a strong sales letter has been a trusty direct response marketing weapon for years.

Problem with this campaign was, not only didn’t they have a strong letter to go with the money… they didn’t even have an informative pitch — let alone a compelling one — to drive me somewhere I could get more details and (gasp) actually sign up for something.

Instead, this is exactly how my conversation with the pretty blond girl went…

PBG: Hey, would you like some free money?

Me: Whattya got?

PBG: TBO just started a new promotion called daily deals and we’re going “old school” to get the word out.

Me: (authenticating cash) Cool, thanks.

PBG: You’re welcome. Tell your friends.

That was it.

Result of TBO’s $5 investment (plus whatever they paid PBG to help get rid their of cash): my lunch waitress was slightly over-tipped.

Much to the TBO ad department’s chagrin…

• I’m not educated or excited about their new promotion…

• I’m not armed with a handy pitch (either from PBG or the scarce info card wrapped around the money) about the new service to go along with the story of a cute blond handing me money on the street.

• I’m not compelled to sign up for this service based on the idea that I’ll get “more free money” via these great deals from places I already love to patron.

TBO.com... throwing their cash in the trash.

In other words, their “let’s hand money to strangers on the street” idea was as effective as tossing the bills in the trash.

(Except for the fact that I’m writing about it and if you happen to live in the Tampa Bay area you might be compelled to search out the promotion. Unlikely.)

But wait… the real crime of this horrid campaign is yet to take place…

When I went to visit the landing page (surely they created a separate landing page for this promotion — no one’ s THAT inept)… there was no URL directing me to a landing page (I stand corrected). Just a small ad hocking seafood on the busy main page at TBO.com

That means a web service hired pretty blond girls to go stand on the street and hand people real cash money just for signing up for their new coupon service… but failed to create a web page for the service!

WOW!

I made a quick video to show you where the “info card” does lead  and how once you do find the landing page for the new promotion, you leave there more confused than when blond chicks handed you money on the street corner.

Click play to witness the epic failure of the web portion of this promotion…

OK, hate to kvetch and run, but my times up for today.

I’d love to share ideas with you guys about how to do money grabbers the right way in the comments section. If you have any good examples, please share. I’ll also try to dig up the famous Halbert money grabber sales letter opening to share. That short piece of copy alone contains everything TBO needed to fix this campaign.

Otherwise, let this be a reminder about how important it is to thoroughly PLAN your campaign before you start handing money to strangers.

Go make money,

Kevin

My son is 6 and he is a natural born persuader.

Here’s an example:

He loves eating breakfast at Bob Evans (not a natural born gourmet, apparently)… so, on a recent Tuesday morning he announces…

“You know what would be great? If we all had breakfast at Bob Evans before school.”

My wife and I told him while that sure sounded nice, there’s no time for restaurants before school, plus Dad has to work… and blah, blah, blah.

My son, recognizing these excuses for the knee-jerk parental fun blocks they were, calmly agreed that it may not have been the most logical idea he’s had…

“But…” he says, “let’s just say we did go to Bob Evans… what would you order, Dad?”

Playing along, I said, “I’d probably order that Sunrise Sampler with scrambled eggs and sausage.”

“Patties or links?” he says.

“Uhhh… patties.” I replied, and at this point I’m recalling how tasty those Bob Evans sausage patties are (when they get that hint of crispiness on the outside… and the juice sizzles out when you cut into it with your fork. Mmm, mm).

“Patties… good choice,” he says.

Then he turns to my wife and says:

“What are you having, Mom?”

She replies with the specifics of her order, that she can now smell and taste.

“Great” says Ben. “I’ll go wake up Sweetie (his sister) and find out what she wants so we can go.”

Seconds later he’s escorting a groggy 3-year old down the hallway as she mutters: “Pancakes… I want pancakes.”

By now, all the stubborn logic reasoning why we can’t go for breakfast on a school day is long gone…

… and the whole family is loading into the van headed for Bob Evans with their orders ready to go.

Now… as parents we all think our kids are little geniuses — it comes with the job.

And there’s no doubt my son has skillfully harnessed his ability to transfer enthusiasm in a way that persuades people to follow his lead.

However, I believe we are all natural born persuaders…

… only most of us have it kicked out of us by all the stringent rules and social parameters we encounter on the path to adulthood.

For example… we’re taught that “being polite” is the number one virtue. When, in reality, too much “politeness” can be a negative force in your life.

A colleague of mine used to say:

“There are 2 kinds of people in the world… those who feel pressure, and those who apply pressure. Only one gets what they want out of life.”

Simple as it is, this was a pretty startling idea to me the first time I heard it. Because it forced me to recognize that I had walked through 30 years of life on the wrong side of that line.

I was guilty of being a pushover… and had vindicated myself by embracing the title of “nice guy.”

And I knew I wasn’t alone.

Think about it. How often have you felt bullied into doing something you didn’t want to do?

Or realized too late that a “friend” was manipulating you for their benefit? Then justified their actions, even after you knew the score.

It’s maddening, isn’t it? To be taken advantage of just because you’re “nice.”

But, changing is uncomfortable. It’s much easier to justify your deficits than to work on making them assets.

I’ve discussed this idea with people who say they’d rather be taken advantage of once in a while than to cross over to being a pushy “used car salesman-ey” type.

I tell those people to stop whimpering and get me some coffee.

Relax… I’m kidding.

Truth is… you don’t have to become an obnoxious jerk to be a good persuader. And applying pressure doesn’t always mean the other person has to feel pressure from you.

The goal is to develop a smooth, persuasive touch.

It starts by regaining the natural persuader we are all born to be…

… surviving its awkward, cracked-voice pubescence…

… and blossoming into the confident, influential adult that true success demands we become.

Yes… if you’ve spent a majority of your time on the “feels pressure” end of the stick, then your transformation into smooth persuader can be a bumpy ride.

In setting new boundaries you may, at times, be guilty of coming off a little too Alec Baldwin in “Glengarry Glen Ross.”

“What’s my name? F**CK YOU! That’s my name!”

But with time, and a healthy self-awareness you will become a mightier version of your current self…

… no longer vulnerable to domination from “stronger” personality types… but a cool headed negotiator who gets his deal or walks.

If you own a business, you must master the art of selling. There is no more important task.

If sales slow or stop — everything else goes haywire. Yet an incredible number of entrepreneurs do not consider themselves natural — or even good — salespeople.

Closing is selling and selling is persuading. Without learning this crucial skill, you’re racing towards Doomsville at full throttle.

And no… you don’t have to be a toothpick chomping grease-ball to sell. Get that out of your head.

You can be just as charming in your salesmanship as you are on a really good first date. (If you’ve ever had a good second date, then you’ve already proven you can sell.)

So, let’s take a lesson in organic persuasion from my son’s breakfast antics.

Here are the 3 things he did to smoothly blow past our resistance to his desire to eat at a restaurant before school…

1. He introduced the idea with enthusiasm. By saying “Do you know what would be great?” he peaked curiosity and got us to open our minds to his idea.

Had he chosen one of his other popular lead-ins, like “Know what I want?” or the more common: “I want…” there’s a 99% chance he would have failed in his quest.

2. He never rebutted our objection directly. When we spouted off the many reasons a trip to Bob Evans wasn’t logical, instead of whining, he took the “Jujitsu approach” and used the force of our own weight against us.

“You’re right…”

Then, once we were lulled into believing we were winning, he took his opening to turn our thinking around…

“… but let’s just say we did go…”

Then he got us to picture enjoying the benefits…

“… what would you order?”

3. He switched our thinking from an idea to our new reality. NLPers call this “presupposition.” The goal is to move your prospect from a spectator’s mindset into an ownership mindset.

This is what really good sales copy does without you noticing. Gary Bencivenga was a master at this. My son did a pretty good job of it, too, when, after getting me to speak my breakfast order, he switched his phrasing when asking wife…

“What are you having, Mom?”

Not “What would you have if” but, “What are you having?”

The wording is crucial there… by using the exact phrasing a waitress would use to ask the question, he instantly put his mom in the booth with a steaming cup of Joe in front of her.

By that point, we could smell the food cooking on the grill and it was a done deal.

No pressure at all.

You can do it.

Kevin

P.S. If you’d like to learn the simple writing formula for natural selling in print and online… check out John Carlton’s Simple Writing System.

I’m proud to be one of only a handful of instructors hand-picked by John to teach the system he’s developed through 30 years of hard-core, in-the-trenches direct response selling.

You can also read more about it in these recent posts…

John Carlton reveals all

John Carlton’s Simple Writing System… worth it?

Hey,

John Carlton just announced the standings in his affiliate contest 
for the SWS.

I’m currently in 5th!

I’m not allowed to post the results, but to show you how outrageous that is…

… #4 is a guy who holds the record for the
 biggest single day launch in history. Let’s just call him the “Boss of Video.”

To look at my name next to the others in the standings, you’d think somebody left the door to the marketers VIP lounge
 open and I wandered in looking for the restroom.

The #2 guy has the ability to create “geysers of traffic” at will, yet little ol’ copywriter Kev is only 3 back from him.

The guy in first is the world’s leading expert on Google AdWords.

Me? I’ve got a blog.

Is there no justice!

Even scarier is the marketers who are lower down the list, nipping at my heels.

In 8th place right now is the “guru to the gurus.”

In tenth is a guy whose name rhymes with Eben Pagan.

Seriously though, this is pretty cool… and I owe a big “thanks” 
to all of you who joined my class and made this happen.

Your trust means the world to me and I’ve got some exciting things 
planned during the course as a way to show my gratitude.

BUT… the contest isn’t over yet.

Nope. It includes the DVD home study course and continues until 
April 23rd.

That means all these gurus are going to get busy pushing the DVDs 
to their massive lists and try to bump “copy boy” out of rank.

It’s David vs Goliath time!

If you were on a fence about joining the SWS and ultimately decided 
to wait because of financial or time concerns… I completely 
understand.

 And I’m going to help us all by giving you the next best thing.

Needless to say, the best solution to your “chicken and egg” problem 
of needing the course to make more money and needing more money to 
afford the course…

… is the SWS home study course.

It’s the same exact material the students who are starting the live 
mentoring today have at their furiously typing fingertips.

It’s 9 videos of John walking you step-by-step through his precise 
formula for writing the hard-core, gun-to-the-head style ads that 
have created billions in sales over his 30-year career.

Plus a workbook with samples to make it drop-dead simple (BTW: it’s 
packed never-seen-before swipes of John’s copy).

But let’s be honest: It’s very difficult to get through any course without solid support.

That’s why the Simple Writing System live mentoring is the only 
thing I promote to you guys… because it FORCES you to get 
past your demons of procrastination and distraction…

… and finally get good at writing killer ads quickly.

You already know how crucial this is to giving your business a 
huge leg up over the competition — no matter what type of market 
you’re in.

(It’s why the SWS mentoring routinely transforms businesses overnight.)

So here’s the deal (I’m not even sure I’m allowed to do this): 

If you purchase the Simple Writing System home study course through 
my link… and help me crush the gurus…

… I’ll give you 4 FREE private coaching sessions as a bonus!

All you have to do is grab the DVDs, then do the exercises as 
instructed by John, then email any 4 you choose to me…

… and I’ll give them a full critique — just like I give to the 
SWS live mentoring students.

(I’ll even email suggestions on the 4 best ones to send me once your 
DVDs arrive.)

Sure, this is a runner-up to the actual live mentoring where you 
get my full attention for 8 weeks…

… but it’s a serious kick in the arse for anyone who’s ready to 
get serious about cashing in on the life-changing lessons the SWS 
provides.

(And for over a grand less!)

Sometimes all it takes is someone watching our back for us to do 
what we know we really need to do.

For our business… our families… and for ourselves.

If learning to write killer sales messages is what will make the 
difference in your life right now — then let me be the guy to 
watch your back.
Click here to claim your bonus coaching now!

The offer is good through April 23rd.

I hope you can take advantage of it… and help me send a message to 
the marketing Goliaths about the importance of keeping a true value relationship with 
their lists.

Thanks!

You guys are the best…

Kevin

At 32, John Carlton was a floundering California slacker.

Couch surfing and living out of his car, John’s life was playing out like a standard blues riff, “I had no home, no job, my girlfriend had left me… I was essentially broke and destitute,” he says in the interview.

Down to his last few dollars and with no direction home,  he cracked open Napoleon Hill’s “Think and Grow Rich.”

The book he says introduced him to the startling discovery that, “Wait… I can actually want something, then make a plan to go achieve it… and then actually go achieve it?”

“It may sound trite,” he says, “but I’d never considered that before.”

For the first time John reveals the intimate details surrounding his life-altering epiphany — and subsequent chain of “fortunate” events — that ultimately lead him to the center podium of fame and achievement as a marketer and master copywriter.

You’ll hear what it was like to ghost for legends like Jay Abraham and Jim Rutz…

… why he wanted to quit after his first day working with Gary Halbert…

… and why the last thing he wants to be called is “brilliant.”

Carlton and Rogers in Chicago Oct '08 (on the way to see Buddy Guy)

John’s passion these days is teaching. He’ll explain why he chose to reveal his private 17-step Simple Writing System formula for writing any piece of copy you can imagine…

… why it works especially well for video scripts and emails…

… and his selfish reasons for holding the Simple Writing System live mentoring sessions.

You’re going to love this interview.

This is John Carlton more candid and introspective than you’ve ever heard him before.

PUSH PLAY TO LISTEN NOW:

Now here’s your chance to learn John’s exact 17-step selling system!

Grab a limited seat in my SWS class that starts on April 12th.

Why Join My Class?

I’m proud (and humbled) to be the only two-time recipient of the “Best Teacher Award” as voted by students in follow-up surveys.

Best Teacher Bonsai, spring '09

This is my 4th time teaching the SWS live mentoring session… I’ve been here since the beginning and I love it.

There’s nothing like seeing those copywriting light bulbs pop on for people (some who’ve had a deep fear of writing since getting their knuckles slapped by grammar Nazis back in grade school).

(As you can see from this post, sales writing is far from “proper.”)

The SWS makes sales writing a natural process for any biz own. This is as much a course about simple selling because that’s what the most persuasive sales messages are…

Best Teacher iPod Touch, fall '08

… a casual conversation between 2 adults on different sides of a problem.

If you can sell your product or service to the right prospect face-to-face… you CAN easily write killer ads. And the SWS makes the process foolproof and fun.

We have a blast in my classroom, the vibe is always positive and supportive. No flaming or forum bullies in the SWS.

And this session, to assure I spend all my class time teaching people who are after the biggest results, I’m limiting the number of students who can sign-up through my link to 10.

Join my SWS class!

Gates open at 2 pm EST on Thursday, April 1.

Clicking that link is the only way to guarantee you’ll get a spot in my room.

(However, you can enter here and request a different teacher if you like. They’re all accomplished copywriters and generous coaches… you can’t go wrong with any of ‘em.)

Here’s what one of last year’s students had to say:

“What a ride it has been. The SWS is the best I have ever done, hands down. It is so much more than a writing course, it is the foundation for everything in business.
A few month ago I never though I would be able to do something like this and yet going through the system is fun, mind boggling and challenging all at the same time. I even managed to submit my very first sales letter before class ended. Wohooo!!!
Thank you for being the # 1 teacher in SWS.” – NielsH

As John often says, “Every business owner needs to learn how to recognize a good ad from a bad ad.”

Whether you’re a time-crunched entrepreneur who wants to slam out your own emails instead of hiring out…

…or the freelance copywriter who wants to up his game and land better gigs…

… there just isn’t a better system available for achieving master-level skill this quickly and easily.

You get hard-core interactive teaching from John, myself and the support staff… plus you can spy on the other expert teachers by roaming into any classroom you like.

The learning is unlimited… and the networking is second-to-none. The Student Lounge is always one of the most popular threads with faculty and students mixing it up on all things marketing.

Many lasting friendships (and partnerships) have been sparked in the SWS Student Forum. It’s cool to be around like-minded people from all over the world — all achieving success and showing each other support.

As an added bonus for anyone signing up through my link, I’ll be hosting 4 free private teleconferences throughout the session where you can ask me anything you want regarding the SWS, freelancing, working with John — whatever’s on your mind.

Even though I’ll be there guiding you through the system 5 days a week in the student forums, these calls will give me a chance to provide that extra push in a live setting. Your success is my top priority.

Here’s my link again.

Join my SWS class!

Gates open at 2 pm EST on Thursday, April 1.

If you can feel this is the breakthrough you need to take your business to the next level, then I look forward to helping you achieve what your goal.

All the best,

Kevin

UPDATE (6:40 am April 5): SOLD OUT.

(Thanks to all who’ve signed up. I’m excited to get rolling with you on the 12th.)

Hi Friends,

I’m recording an interview with legendary copywriter and marketing maverick, John Carlton on Tuesday.

He’s asked me to “ask him the hard stuff” and I plan to do just that.

I’d love to include your toughest questions, too. Fire away in the comment section and I’ll pick the best ones.

Look for the interview posted here on Wednesday.

Thanks,

Kevin

Hi Friends,

This is very cool…

John Carlton is in pre-launch of his latest Simple Writing System live mentoring session, and this time he’s giving away his best stuff.

There’s a great lesson in hyping a promotion to be learned here, too.

As you know, the ultimate version of the “value based marketing” we all practice is giving people something tangible they can quickly and easily apply to their lives and see the immediate positive results.

It’s the difference between describing your chocolate brownie as “moist, rich and delicious” and handing someone a fresh sample they can see, smell, and taste for themselves.

When it comes to the Simple Writing System mentoring (I’ve been a proud faculty member from the beginning) — no matter how well we describe what we teach in the system or how many raving testimonials from graduates who’ve had their businesses transformed — what people really want is to see it in action.

So that’s exactly what John is giving out.

This is a chance for everyone whose ever wondered what really goes on in the SWS to take a stab at a few of the exercises… and get live feedback from members of the SWS faculty — including John.

Even cooler… we’re going to pick a winner for best post in the first easy exercise… and the prize is a private 20-minute phone consultation with an SWS faculty member worth $500.

Here’s where to go get it: SWS Express.

Clicking that link will take you to the Simple Writing System blog where you’ll watch a short video from John explaining how to get the sample exercises.

You’ll also get immediate access to 4 killer reports you can’t find anywhere else. Plus the infamous video of John teaching how to “Sell with Story” from a recent Frank Kern seminar.

Seriously… even if you don’t accept the task of posting up your response (and getting feedback from top copy pros and a chance to win the private consult) I HIGHLY recommend watching the videos and snagging the 4 free reports you’ll get just for opting in.

What John teaches in the first SWS Express video is a simple exercise every biz owner and copywriter needs to “warm up” with before writing the first word of any ad.

It’ll take you less than a minute (if you know your prospect like you should), but skipping it can be the difference between a cash-pulling control ad and a costly stink bomb.

The blog is only up for a few days, so hop over there now while you’re thinking of it.

And be on the look out for my next post where — if you’re contemplating joining this SWS mentoring — I’ll bribe you into joining my class with over-the-top bonuses no one else would dare to offer.

Until then, I’ll see you over at the SWS blog.

Kevin

Hi Friends,

Important lesson for my freelance copywriter brethren today…

Like me, you probably get lots of requests to “rewrite” sales letters for clients.

I used to welcome these requests because on the surface they look like an “easy gig”.

The client will say to you…

“The current letter’s not converting that bad, but I’ve seen your stuff and I know you could make it really killer.”

That’s where your Ego steps in and pushes your Logic aside like the uptight nerd he is and says, “Give me the phone… I’ll handle this one.”

“Hello client, Ego here… yes, looking at your letter I can see where the writer dropped the ball on you… big time!

“What’s that? Oh, YOU wrote the letter yourself?

“Ah, well, then… hrm-mm… it’s quite good… in parts. You’ll definitely need a seasoned pro if you’re going to improve on a letter of this quality.”

So, now (thanks to Ego) you’ve agreed to take a reduced fee for what will surely be an easy task of improving sub-par copy by simply waiving your magic wand across the page.

You turn in the new copy. The client is dazzled by your skill. “It reads SO much better,” he tells you. “I can’t wait to get it up and throw traffic at it.”

And that’s when it hits you. All the things you DON’T know about this client’s campaign.

All the things that Logic would have covered (and charged accordingly for) and Ego could care less about.

Like…

• Do your clients AdWords still match the crafty new headline you wrote?
• Will he be adding new design elements, like images, to the page without you seeing them?
• What about a video? Will it match the hook of the letter?
• Did the first letter nail the driving motivation of his best prospects, or was it merely a guess?
• What changes in the market could be secretly skewering his conversions?

Just to name a few.

See, that’s the difference between thinking of yourself as a “good copywriter” or a “marketing consultant who writes great copy.”

A “good copywriter” is happy take money for writing what the client wants — and letting them worry about the pesky details of marketing.

A “marketing consultant who writes great copy” only takes a job where he is paid to spend the time necessary to fully understand which changes to the campaign will give it the best shot at bumping conversions.

The difference is night and day — for both freelancer and client.

I stopped accepting offers to “rewrite” sales pages a while back because while you can get lucky and bump conversions by simply improving the writing…

… the other side of the coin was a distraught phone call from a person with the same name as the client who “loved your copy” demanding to know why your awesome sounding new copy is converting worse than the old clunky version.

When that happens it’s time to go back and do all the work you should have done in the first place, then rewrite the copy again, plus tweak the AdWords, and consult on the new images — and the new video… and everything else Ego had no interest in.

Except now you’re getting paid for none of it, and the client sees it not as great service, but you patching the hole you ripped in his campaign. Because that’s pretty much what it is. And you’ll be doing it at the expense of the other project you’re supposed to be working on instead.

When you’re through — even if it does work out for the better — do you think that client will be singing your praises or coming back to you next time?

Unlikely.

So, if you’re a freelance copywriter who is still accepting simple “rewrites”, consider how much effort goes into gaining a new client… and how valuable their happiness is to your business… compared to how costly a simple “easy gig” rewrite can be to your schedule — and your reputation.

Then stuff your Ego in a box, tape it shut and only let him for air when appropriate. Which — unless you’re a rapper or a professional wrestler — is just about never.

Hi,

My friend Max asked a good question and I got so involved in writing my reply, I decided to make a new post of it. It’s a follow up to the networking at seminars tips I gave out in the interview with David Raybould. I hope you find it useful.

Here’s Max’s question: When you mentioned the awkwardness the first time with Yanik, I can totally identify… But – how on earth did you manage to go from ’socially awkward writer’ to doing stand up comedy in front of crowds? And appearing on flashpoint?

Ahhh… good question, Max. Well, just to be clear… you’ve got the progression backwards. I went from socially awkward teen (all comics are socially awkward), to stand-up comic, to appearing on Flashpoint, to socially awkward writer.

I think what it comes down to in regards to feeling awkward, Max, is confidence.

When I went to those first marketing seminars I mentioned in the call — I felt like I didn’t quite belong yet. I assumed I hadn’t yet accomplished enough to earn my swagger.

What I learned (the hard way), was in reality, my insecurities were coming from the fact that I was too focused on an outcome from each encounter.

I felt like I had to impress people with what I’ve accomplished for them to take me seriously.

That’s backwards. And as I explained in the call, when you approach someone with genuine curiosity about them and what they do… they very naturally become interested in you and what you do.

That’s how healthy friendships (and partnerships) are formed, right? It starts with two people showing a sincere interest in one another.

So, hopefully, the story of my awkward encounter with Yanik Silver will help others avoid the trap.

The idea of “networking” is actually pretty inviting when you remove the pressure of “what’s in it for me” and instead think, “how can I help this person.”

I know that may sound kinda hokey, but it really works.

Here’s another good “networking” tip… this one I heard from Michael Masterson (incredibly cool cat, no matter what the cynics say) at ETR Bootcamp back in November… (which, by the way, I was invited to by my (now) good friend, MaryEllen Tribby, after meeting her briefly at another event just weeks before.)

(Not trying to name-drop here, just show that if an awkward goof like me can do this — anyone can.)

Michael and I were chatting when a guy approached him, looking perplexed. He said, “Michael, I’ve always heard that the best way to network is to walk up and say to people: ‘Hi, I’m Ed, what can I do for you?’ But I’ve been doing that all day,” Ed continued “and people just look at me with blank stares.”

Michael asked Ed what he was in a position to actually offer a guy like Clayton Makepeace (whom had given him the blankest of stares). Ed replied, “Well, nothing really, I think that’s why it’s weird.”

Obviously, Ed was using similar advice to the kind I just gave a minute ago a bit too rigidly. It’s important to enter a conversation with business leaders realistically.

If the person you approach is so much more advanced in their career that you couldn’t possibly offer help to them — then directly asking them “what can I do for you?” will seem silly and desperate. Especially if they’ve not even had a chance to get to know you yet.

Michael gave him some good advice on how to engage the person more genuinely. He said, “Instead of trying of trying offer them something when you’ve really got nothing… just ask them for advice.”

That’s a good tip because most people love to share their knowledge. It strokes their ego a bit, and makes them feel good if they can actually help you out.

Let’s face it… none of us got were we are today without the generous advice and guidance of people more experienced than us. Most of us remember that — and are happy to return the favor when given the chance.

So, the key to “networking” with anyone, anywhere, no matter how accomplished they are… is to just be genuine and curious.

Try it and see.

All the best,

Kevin