Tuesday
2:04 PM
CALIFORNIA PST TIME
I’m going to tell you a secret.
Yeah a secret.
It’s a copywriting secret that the immortals — from Aristotle to Ogilvy to Draper — have known, but few have stated as directly as I’m about to.
Make sure you take notes because if you don't, you've more or less pissed away a million dollars. Seriously.
What I'm about to share with you will rock your world if you know what TAKE ACTION means.
By now, you know the standards of effective copywriting …
(Well you do if you're reading this blog every other day.)
1. Know your audience.
2. Know your product cold.
3. Research.
4. Nail the headline.
5. Write plainly, in the language of your audience.
6. Research more. Write fascinating bullets.
7. Craft a great offer.
8. Include a strong call to action. And so forth.
These elements are the standard for good reason.
They’re how you get the job done, and you get the job done right.
This little truth I’m about to tell you is the foundation that makes all the rest of it work.
Ready for this?
Hold on because this is the essence of copywriting.
Every sentence you write must make your reader want to read the next sentence you write.
WOW! That's it?
Yup, that's it.
If you can do that, you're going to make a lot of money.
Yes, this entire business of copywriting, persuasion, and sales can be boiled down to that ONE simple statement.
The headline only exists to get the first sentence read.
The first sentence only exists to get the second sentence read. And so forth, pulling the reader right through your content or your piece of persuasive copy.
It’s that simple.
And it’s that tricky.
The secret is in the line.
The headline of this post makes use of the word “Art.” I didn’t choose that word arbitrarily. Copywriting is art as much as it is science.
A great headline is followed by a single compelling sentence engages the reader’s interest. And then another, followed by another, and another.
Go back and read the first sentence in this post. Did it get you read more? It did if you're interested in making money.
Don’t worry, you won’t be able to pull it off all the time. Hell, you won’t even pull it off most of the time. Even the copywriting greats didn’t write perfect sales pages.
But they got as close to it as they could.
If you keep the raw horsepower of The Single Line in your mind and in your gut as you work every day, you’re going to make something good.
-`-`-`-`-`-`-`-`-`-`-`-`-`-`-`-`-
And when you make something good, all those lines are going to go to work for you, day and night, for a long, long time.
So write urgent, unique, ultra-specific, and useful headlines.
Demonstrate the benefits, not the features.
Make an offer they can’t refuse.
And do it all by deliberately crafting each sentence to honestly, accurately, and entertainingly tell your products story.
Difficult?
Sure it is.
Guess that means you’d better get to work.
Yeah it's not easy, but hey, everyone has to start somewhere right?
Dr. Carney
PS As of January 1, 2012 I'll be going up on all my copywriting and sales page costs. The reason is I've realized that I've basically been giving my services away int he past, so it's time that I stepped up and took the bull by the horns and said, "Let do it."
So if you want to get a project going, let me know. Otherwise, you'll be paying more in 2012 than you will right now. That's it for today. Stay calm, stay cool, and get adjusted.
Tuesday, September 27, 2011
6:25 AM
Tuesday
I'll be in San Diego at a mastermind
this Wednesday and then Thursday I fly
to Las Vegas to go to James Malincheks
"The Secret Millionaire" to have a mastermind
with him and a group of people from the people
I work with in San Diego, so I'll be back
on Thursday.
I WAS READING SOMETHING TODAY ON THE INTERNET
SO I WANT TO SHARE IT WITH YOU.
- - - -- - - - - - - - ---- - - - - - - -
here it is, READ IT (my comments in brackets)
- - - - - - --- - - - - --- - - - - - - - -
I got a few more notes back from readers last
week.
"If you had to launch your copywriting business
over again, with nothing but the wisdom and
experience between your ears, how would you go
about it?"
(I thought this was an interesting question since
I'm a copywriter and I was interested in what this
guy was going to tell me.)
Wow. That's a whopper of a question. Probably,
I'd send large bribes to every working
copywriter I know -- especially the one's with
e-letters -- to see if that opens doors.
(Now my secret? I buy something, read something,
do something so I can communicate with them. I
have even bought their stuff then commented back
to them what I thought, and when you give them a
testimonial, they love it. You think they don't
but they do. Why would this make such an impression
on them? They don't get testimonials that easy. It's
like pulling teeth. Seriously. I've talked to them
and they love an unsolicited testimonial. Wouldn't
you?)
Ah, but seriously... hmm. Well, I can only say
I'd probably dip into the lessons of that
experience and get myself into a mentor
situation, working as an understudy with a
successful writer. On site, if possible.
But of course, that's a tall order.
This next best thing is easier: I would start
getting on as many mailing lists as I could, in
my niche are of interest.
(This is good info from my standpoint, but you have
to make your own decisions on this.)
I would study the repeat promos, even writing
them out by hand and reverse-engineering them to
see what makes them work. At the same time, I'd
use the addresses on the order forms to compile
my contact list.
(This is what I call WORK, but when you're trying to
make in impression on people and the general public
you have to do what you have to do.)
And then I'd start looking for people inside
those companies that might be willing to give me
a shot at writing my first assignment. I would
take almost anything, as long as it sells a good
product. Long copy, short, even space ads. Just
to get the ball rolling. I would blanket-bomb as
many of those inside contacts as possible with
that offer to write. Offer to write for an
advance on royalties or a low base fee with more
to come based on performance.
(What this guy is telling you to do is do a little
sweat job to show them how good you are. And if
you're good at what you do, whatever that is, then
SHOW THEM and eat it on the monetary side a few times.
Don't let them take advantage of you, but hey, do what
you got to do to make it big.)
Most contacts will come up dry, but you only
need a few to get things moving. From there, the
great issue is getting a HIT... and then getting
another one... and another.
But you'll find as you start writing things that
work (and not EVERYTHING will), you'll start
getting more calls for your time, at better
rates of pay.
(Oh yeah. Always charge a lot for what you do. If you
don't they'll think you're not worth what you're charging
and get away from charging very little. You're worth what
you charge. Don't be afraid to charge what you're worth.)
That all sounds so simplified.
But sometimes simple is best.
"A good copywriter or salesman can get you to
buy something once.
"But if it doesn't fulfill the promises he made,
or deliver great value for the money, you'll
tell him.
(And on top of all of that,...)
"You'll tell your friends.
"You'll tell your family.
"You'll tell your relatives.
"You'll tell your neighbors.
"You'll tell Yelp.
"You'll keep telling people until that
copywriter or salesman will wish he or she
hadn't done it in the first place.
"Besides... good advertising and marketing help
bad products and services fail sooner. Don't you
think?"
I do indeed.
(I do too.)
Geez it's early here. I hope you're reading this at a
decent hour. I'm going to have to stop waking up at 5 AM
or I'll get older quicker. LOL
Talk soon,
Dr. Carney
Tuesday
I'll be in San Diego at a mastermind
this Wednesday and then Thursday I fly
to Las Vegas to go to James Malincheks
"The Secret Millionaire" to have a mastermind
with him and a group of people from the people
I work with in San Diego, so I'll be back
on Thursday.
I WAS READING SOMETHING TODAY ON THE INTERNET
SO I WANT TO SHARE IT WITH YOU.
- - - -- - - - - - - - ---- - - - - - - -
here it is, READ IT (my comments in brackets)
- - - - - - --- - - - - --- - - - - - - - -
I got a few more notes back from readers last
week.
"If you had to launch your copywriting business
over again, with nothing but the wisdom and
experience between your ears, how would you go
about it?"
(I thought this was an interesting question since
I'm a copywriter and I was interested in what this
guy was going to tell me.)
Wow. That's a whopper of a question. Probably,
I'd send large bribes to every working
copywriter I know -- especially the one's with
e-letters -- to see if that opens doors.
(Now my secret? I buy something, read something,
do something so I can communicate with them. I
have even bought their stuff then commented back
to them what I thought, and when you give them a
testimonial, they love it. You think they don't
but they do. Why would this make such an impression
on them? They don't get testimonials that easy. It's
like pulling teeth. Seriously. I've talked to them
and they love an unsolicited testimonial. Wouldn't
you?)
Ah, but seriously... hmm. Well, I can only say
I'd probably dip into the lessons of that
experience and get myself into a mentor
situation, working as an understudy with a
successful writer. On site, if possible.
But of course, that's a tall order.
This next best thing is easier: I would start
getting on as many mailing lists as I could, in
my niche are of interest.
(This is good info from my standpoint, but you have
to make your own decisions on this.)
I would study the repeat promos, even writing
them out by hand and reverse-engineering them to
see what makes them work. At the same time, I'd
use the addresses on the order forms to compile
my contact list.
(This is what I call WORK, but when you're trying to
make in impression on people and the general public
you have to do what you have to do.)
And then I'd start looking for people inside
those companies that might be willing to give me
a shot at writing my first assignment. I would
take almost anything, as long as it sells a good
product. Long copy, short, even space ads. Just
to get the ball rolling. I would blanket-bomb as
many of those inside contacts as possible with
that offer to write. Offer to write for an
advance on royalties or a low base fee with more
to come based on performance.
(What this guy is telling you to do is do a little
sweat job to show them how good you are. And if
you're good at what you do, whatever that is, then
SHOW THEM and eat it on the monetary side a few times.
Don't let them take advantage of you, but hey, do what
you got to do to make it big.)
Most contacts will come up dry, but you only
need a few to get things moving. From there, the
great issue is getting a HIT... and then getting
another one... and another.
But you'll find as you start writing things that
work (and not EVERYTHING will), you'll start
getting more calls for your time, at better
rates of pay.
(Oh yeah. Always charge a lot for what you do. If you
don't they'll think you're not worth what you're charging
and get away from charging very little. You're worth what
you charge. Don't be afraid to charge what you're worth.)
That all sounds so simplified.
But sometimes simple is best.
"A good copywriter or salesman can get you to
buy something once.
"But if it doesn't fulfill the promises he made,
or deliver great value for the money, you'll
tell him.
(And on top of all of that,...)
"You'll tell your friends.
"You'll tell your family.
"You'll tell your relatives.
"You'll tell your neighbors.
"You'll tell Yelp.
"You'll keep telling people until that
copywriter or salesman will wish he or she
hadn't done it in the first place.
"Besides... good advertising and marketing help
bad products and services fail sooner. Don't you
think?"
I do indeed.
(I do too.)
Geez it's early here. I hope you're reading this at a
decent hour. I'm going to have to stop waking up at 5 AM
or I'll get older quicker. LOL
Talk soon,
Dr. Carney
Monday, September 26, 2011
Are You A Loner
10 PM
Monday Night
I almost forgot, but I was reminded in a nice way
to write a blog today.
So here it is.
Resistance loves a loner.
Because loners have limited energy.
They start out on a project, all excited about what's about to
unfold. Then, for some reason or the other, they lose their way.
And that's when resistance gangs up on the loner big time.
It's not much of a fight.
The loner is already exhausted.
One tiny tap on the head from resistance, and the loner falls
into a heap on the floor.
But this miserably one-sided bout could be avoided with the
understanding of group work.
In Africa there's a saying:
If you want to go quickly, go alone. If you want to go far, go with
a group. And resistance detests groups. And there are several
reasons why a group helps you get a project done with far more
efficiency and a lower failure rate:
So how do groups help?
1) Release of Pressure
2) Exponential Learning
3) Support
So with that said, now let's explain each.
it won't take long and this is a blog so we can have fun with
this.
1) Release of Pressure
The toughest part of a project is dealing with the pressure. And a
release of that pressure is needed to give you a breather. When
you rant and rave alone, it's kinda depressing.
Well at least it is for me. No one is there to listen. When you're
suffering alone, you think it's something to do with your talent,
or your genes, or the ad, or the way you wrote something, the weather,
or that you're a freakin' loser (yes, everyone feels super-lousy often
enough).
And having someone to just listen to your rant is amazing therapy.
You rant, you've been heard and now it's time to get back to work,
because you have a ton of mistakes to make, and learning to look
forward to.
If you don't believe me, ask someone, "Hey what's going on? Anything
new? How's the spouse? How's the finances?"
You'll get an ear full.
2) Exponential learning
Mistake making is frowned in our society. We love to get things
right the first time. And yet all of us know that it's impossible
to learn without making a ton of mistakes on any project, no matter
how familiar we are with the project. The problem is that
mistake-making, instructive as it is, is also terribly depressing.
When you're going round in concentric circles, your exhaustion
builds up rapidly. However when you're in a group, you learn from
someone elses mistakes, thus getting a bit of respite from the
exhaustion factor. I call it a mastermind.
When a group shares its learning and mistakes, everyone learns and
everyone gets a little samba in their steps because you're not just
learning, but it's exponential learning. You're learning from
four to five mistakes every day, and guess what? Most of those
mistakes aren't yours.
3) The third factor is just one of support
While resistance can take on a loner, it's a lot harder to take on
a group. If someone falls, there's usually someone to pick you up.
If someone is struggling, there's someone to help. If someone has
questions, there are answers that help you move along.
Working by yourself, you not only miss the ongoing support, but the
struggle wears you out.
And inevitably you give up.
Now this kind of group support doesn't necessarily work for all
kinds of projects
Sometimes the project is just to clean your desk. You could do with
ranting and group support, but it's an overkill. Besides it
probably takes under an hour to get even the messiest desk tidy.
But if this seemingly mundane desk has to go on over a longer
period of say, six to eight months, then you definitely need the
power of the group.
With a group, 75-80% make it to the finish line.
But how do you work with projects where the group doesn't have a
common goal?
Admittedly it's harder to pull off a project where everyone is
headed in different directions. When the African saying suggested
you go a lot further with a group, they were indeed suggesting the
group had a common goal.
And if everyone in the group isn't headed towards the same
deadline, or using similar tools etc., then they have nothing in
common. Then it's relatively easier for the group to be
counterproductive, as no one is learning from group-mistakes, and
everyone has their own agenda.
I know this is a little deep, but it's instructive and it'll save
you time on a lot of projects.
Here's another tip.
It's important for the group to set out a common agenda and at
least have some common guidelines.
If they're a group working on a gardening project, there needs to
be the shared learning, the shared support moments, and shared
implementation.
But don't you need the right group for things to work?
Yes, having the right group is important. But how do you choose the
right group? Groups need to be chosen primarily on the basis of
attitude.
And just as you get a great group, you can also get a lousy group.
Then whining, whingeing and depression will be constant, and
progress will be impossible.
So just having a group isn't enough.
You need to put in some filters to ensure that at least 75% (or
more) of your group will make it to the finish line. And it's a bit
of work putting a group together, but hey it's a lot less work than
starting endless projects only to see them go up in flames.
Resistance likes fires
All this namby-pamby, touchy-feely stuff makes resistance look
really bad. If prefers the loner. And most projects are done by
loners. And resistance is happy. Now it can wield it's little
finger and push you over.
And resistance laughs and walks away contentedly.
It's up to you. Some things you need to be a loner on, but then you
also need a group that supports you.
Don't take this lightly. Find a good group of people you trust and
that will help you at the drop of the hat. Oh yeah, two people
can make up a GROUP, just in case you were thinking that.
Have a great Monday, as I'm really writing a lot today. Hope it
helps, as you're part of my group.
Dr. Carney
Monday Night
I almost forgot, but I was reminded in a nice way
to write a blog today.
So here it is.
Resistance loves a loner.
Because loners have limited energy.
They start out on a project, all excited about what's about to
unfold. Then, for some reason or the other, they lose their way.
And that's when resistance gangs up on the loner big time.
It's not much of a fight.
The loner is already exhausted.
One tiny tap on the head from resistance, and the loner falls
into a heap on the floor.
But this miserably one-sided bout could be avoided with the
understanding of group work.
In Africa there's a saying:
If you want to go quickly, go alone. If you want to go far, go with
a group. And resistance detests groups. And there are several
reasons why a group helps you get a project done with far more
efficiency and a lower failure rate:
So how do groups help?
1) Release of Pressure
2) Exponential Learning
3) Support
So with that said, now let's explain each.
it won't take long and this is a blog so we can have fun with
this.
1) Release of Pressure
The toughest part of a project is dealing with the pressure. And a
release of that pressure is needed to give you a breather. When
you rant and rave alone, it's kinda depressing.
Well at least it is for me. No one is there to listen. When you're
suffering alone, you think it's something to do with your talent,
or your genes, or the ad, or the way you wrote something, the weather,
or that you're a freakin' loser (yes, everyone feels super-lousy often
enough).
And having someone to just listen to your rant is amazing therapy.
You rant, you've been heard and now it's time to get back to work,
because you have a ton of mistakes to make, and learning to look
forward to.
If you don't believe me, ask someone, "Hey what's going on? Anything
new? How's the spouse? How's the finances?"
You'll get an ear full.
2) Exponential learning
Mistake making is frowned in our society. We love to get things
right the first time. And yet all of us know that it's impossible
to learn without making a ton of mistakes on any project, no matter
how familiar we are with the project. The problem is that
mistake-making, instructive as it is, is also terribly depressing.
When you're going round in concentric circles, your exhaustion
builds up rapidly. However when you're in a group, you learn from
someone elses mistakes, thus getting a bit of respite from the
exhaustion factor. I call it a mastermind.
When a group shares its learning and mistakes, everyone learns and
everyone gets a little samba in their steps because you're not just
learning, but it's exponential learning. You're learning from
four to five mistakes every day, and guess what? Most of those
mistakes aren't yours.
3) The third factor is just one of support
While resistance can take on a loner, it's a lot harder to take on
a group. If someone falls, there's usually someone to pick you up.
If someone is struggling, there's someone to help. If someone has
questions, there are answers that help you move along.
Working by yourself, you not only miss the ongoing support, but the
struggle wears you out.
And inevitably you give up.
Now this kind of group support doesn't necessarily work for all
kinds of projects
Sometimes the project is just to clean your desk. You could do with
ranting and group support, but it's an overkill. Besides it
probably takes under an hour to get even the messiest desk tidy.
But if this seemingly mundane desk has to go on over a longer
period of say, six to eight months, then you definitely need the
power of the group.
With a group, 75-80% make it to the finish line.
But how do you work with projects where the group doesn't have a
common goal?
Admittedly it's harder to pull off a project where everyone is
headed in different directions. When the African saying suggested
you go a lot further with a group, they were indeed suggesting the
group had a common goal.
And if everyone in the group isn't headed towards the same
deadline, or using similar tools etc., then they have nothing in
common. Then it's relatively easier for the group to be
counterproductive, as no one is learning from group-mistakes, and
everyone has their own agenda.
I know this is a little deep, but it's instructive and it'll save
you time on a lot of projects.
Here's another tip.
It's important for the group to set out a common agenda and at
least have some common guidelines.
If they're a group working on a gardening project, there needs to
be the shared learning, the shared support moments, and shared
implementation.
But don't you need the right group for things to work?
Yes, having the right group is important. But how do you choose the
right group? Groups need to be chosen primarily on the basis of
attitude.
And just as you get a great group, you can also get a lousy group.
Then whining, whingeing and depression will be constant, and
progress will be impossible.
So just having a group isn't enough.
You need to put in some filters to ensure that at least 75% (or
more) of your group will make it to the finish line. And it's a bit
of work putting a group together, but hey it's a lot less work than
starting endless projects only to see them go up in flames.
Resistance likes fires
All this namby-pamby, touchy-feely stuff makes resistance look
really bad. If prefers the loner. And most projects are done by
loners. And resistance is happy. Now it can wield it's little
finger and push you over.
And resistance laughs and walks away contentedly.
It's up to you. Some things you need to be a loner on, but then you
also need a group that supports you.
Don't take this lightly. Find a good group of people you trust and
that will help you at the drop of the hat. Oh yeah, two people
can make up a GROUP, just in case you were thinking that.
Have a great Monday, as I'm really writing a lot today. Hope it
helps, as you're part of my group.
Dr. Carney
Sunday, September 18, 2011
Hey, it's Sunday and I'm doing my post for Monday
NOW.
Yeah I could have waited, but hey what for.
I read something yesterday that actually changed the
way I think about posting.
Here's a video I stumbled across today.
The lesson is... as I've said, practice, practice,
practice,... but do it for you, and for something
you love.
I personally like to write, and do postcards, and
ads, etc.
You can do it for whatever you like to do.
I also like to listen to music sometimes while I
post or write. It works for me most of the time and
you get the real me writing when i do this.
Personally I should not use the word 'I' instead I
should use the word 'YOU' more, but for some reason
it just keeps popping up.
Gotta run.
Watch the video and pay close attention to what an
'8' year old says. And if you want to become a
world expert, he gives you the secret to practicing.
He even tells you how many hours of practice a day
it takes and how many years to become a world expert
so pay close attention to what he says.
http://youtu.be/UGTfDf4b5oE
I'm Dr. Carney, and I love to write and I of course
love... chiropractic, nutrition and helping people
feel good about themselves and about their health.
Thanks for reading.
More later.
Dr. Carney
NOW.
Yeah I could have waited, but hey what for.
I read something yesterday that actually changed the
way I think about posting.
Here's a video I stumbled across today.
The lesson is... as I've said, practice, practice,
practice,... but do it for you, and for something
you love.
I personally like to write, and do postcards, and
ads, etc.
You can do it for whatever you like to do.
I also like to listen to music sometimes while I
post or write. It works for me most of the time and
you get the real me writing when i do this.
Personally I should not use the word 'I' instead I
should use the word 'YOU' more, but for some reason
it just keeps popping up.
Gotta run.
Watch the video and pay close attention to what an
'8' year old says. And if you want to become a
world expert, he gives you the secret to practicing.
He even tells you how many hours of practice a day
it takes and how many years to become a world expert
so pay close attention to what he says.
http://youtu.be/UGTfDf4b5oE
I'm Dr. Carney, and I love to write and I of course
love... chiropractic, nutrition and helping people
feel good about themselves and about their health.
Thanks for reading.
More later.
Dr. Carney
Thursday, September 15, 2011
Ordinary or True?
9:36 PM
Thursday
September 15 2011
Hey, what's up?
I think you'll like this post if you're a person that
can relate to other people. If you're not, no biggie.
Anyway, let me just throw out a couple of things for you
to think about.
An ordinary friend has never seen you cry.
A true friend has had a wet shoulder from your tears.
An ordinary friend does not know your parents' first
names.
A true friend probably has their phone number written
down as well.
An ordinary friend brings a bottle of wine to your party.
A true friend shows up early to help you prepare...
and stays late to help clean up.
An ordinary friend gets upset when you call late.
A true friend asks why you weren't able to call earlier.
An ordinary friend likes to listen to your problems.
A true friend likes to help you solve them.
An ordinary friend behaves like a guest and waits to be
served when he or she visits.
A true friend goes to the fridge and serves himself.
An ordinary friend thinks your friendship is over after
a quarrel.
A true friend knows that friendships get stronger after
a quarrel.
An ordinary friend always expects you to be there to
help out.
A true friend is always there to help you out.
A true friend? Someone who sticks with you when everyone
else abandons you.
Thursday
September 15 2011
Hey, what's up?
I think you'll like this post if you're a person that
can relate to other people. If you're not, no biggie.
Anyway, let me just throw out a couple of things for you
to think about.
An ordinary friend has never seen you cry.
A true friend has had a wet shoulder from your tears.
An ordinary friend does not know your parents' first
names.
A true friend probably has their phone number written
down as well.
An ordinary friend brings a bottle of wine to your party.
A true friend shows up early to help you prepare...
and stays late to help clean up.
An ordinary friend gets upset when you call late.
A true friend asks why you weren't able to call earlier.
An ordinary friend likes to listen to your problems.
A true friend likes to help you solve them.
An ordinary friend behaves like a guest and waits to be
served when he or she visits.
A true friend goes to the fridge and serves himself.
An ordinary friend thinks your friendship is over after
a quarrel.
A true friend knows that friendships get stronger after
a quarrel.
An ordinary friend always expects you to be there to
help out.
A true friend is always there to help you out.
A true friend? Someone who sticks with you when everyone
else abandons you.
Monday, September 12, 2011
What's important to you????
Hey it's still Monday and I'm still cranking along.
Here's something you might be interested in.
What's really important to you right now?
Is taking care of your family important to you? How about
your health…or having a busy practice, or making sure
your finances are in order?
What goals are you focused on achieving in 2012?
Perhaps running a practice with a great rapport in the
community.
Here's something I think about all the time.
Why does one doctor in the same town succeed
while three other doctors fail?
What's the difference?
Is it luck…the right location…or some other hidden quality?
I’ve seen both those who succeeded along with those who failed.
They’ve come from all different types of backgrounds and all
different kinds of towns.
They’ve all had something in common.
They were willing to put in the effort, try new things, and face
challenges - even if the answers weren’t clear.
Here's the deal.
They were willing to fail.
In fact, I’ve often given this willingness as the reason for my own success.
When I started coaching, I personally discovered everything that didn’t work first.
I've failed too.
Something I tried - just didn’t work.
But if you try 10 new ads, and only one works…you’re on the right path.
You keep doing the one that works, and you try 3 new ones. If you keep
up that low of a “batting” percentage over time, you’ll succeed as you’ll
build a large network that’s working for you.
I call this a low batting percentage, but what about professional baseball
players? They’re more likely to strike out each time they’re up at bat than
even get on base…not to mention hit a home run.
- - - - - - - - - - - - - - - -
“Baseball is the only field of endeavor where a man can succeed three
times out of ten and be considered a good performer.”
Ted Williams said that.
- - - - - - - - - - - - - - - -
Yet, you see chiropractors and other business people who get frustrated if they don’t knock a home run every time they’re at bat! Sorry!
Don't work that way.
What should you do if you run a weight loss ad and it’s not a home run?
Maybe you completely strike out.
What then?
Run it again in a different media. You can do postcards, flyers, have a C.A.
go to businesses, etc.
The list is endless.
If you're only geting a small numbers of calls, what then? You start to think outside the box. That's all you have to do and it's not complicated either.
You could go create another one…or you could look at your current offer.
Maybe there’s a way to improve your offer. Test your fees. Add some bonuses.
Try it in a different format. Try selling it to a different audience.
Keep taking shots until it works for you. Eventually you’ll hit the goal…even if it
is by accident and I have to tell you, when you pay dirt, you're going to love the
results!
- - - - - - - - - - - - - - - -
I like this quote by Michael Jordan…
“I’ve missed more than 9000 shots in my career. I’ve lost almost 300 games.
26 times, I’ve been trusted to take the game winning shot and missed. I’ve failed
over and over and over again in my life. And that is why I succeed.”
Michael Jordan
- - - - - - - - - - - - - - - -
He failed over and over again. That’s why he succeeded.
I feel the same way. Here’s a little secret no one likes to talk about.
If you haven’t failed at something lately, then you haven’t been testing enough.
If you had been testing, then you’d find at least one of your headlines was a
real stinker.
One of the ads you ran simply didn’t work. Not all of your content brings in visitors or gets you new patients, but you haven't failed.
Your goal is simply to keep testing and improving the percentages. You can and will
get better. Your success builds on itself. But perfection – where everything works every time – simply isn’t possible.
And waiting till you reach perfection before you get moving has shipwrecked more
chiropractors and business people than I care to count.
I’ve consistently seen the most successful doctors are those who are fast at
implementation. I've said this over and over again. They don’t sit around in a staff
meeting, second guessing their decisions.
They move "quickly" with the goal of failing quickly.
Get the tests out of the way until you find what works. Simply keep any investment
low enough that you’re willing to lose it.
Move forward. Improve along the way. And if you strike out, get back up to bat as
soon as possible.
Sincerely,
Dr. Carney
Here's something you might be interested in.
What's really important to you right now?
Is taking care of your family important to you? How about
your health…or having a busy practice, or making sure
your finances are in order?
What goals are you focused on achieving in 2012?
Perhaps running a practice with a great rapport in the
community.
Here's something I think about all the time.
Why does one doctor in the same town succeed
while three other doctors fail?
What's the difference?
Is it luck…the right location…or some other hidden quality?
I’ve seen both those who succeeded along with those who failed.
They’ve come from all different types of backgrounds and all
different kinds of towns.
They’ve all had something in common.
They were willing to put in the effort, try new things, and face
challenges - even if the answers weren’t clear.
Here's the deal.
They were willing to fail.
In fact, I’ve often given this willingness as the reason for my own success.
When I started coaching, I personally discovered everything that didn’t work first.
I've failed too.
Something I tried - just didn’t work.
But if you try 10 new ads, and only one works…you’re on the right path.
You keep doing the one that works, and you try 3 new ones. If you keep
up that low of a “batting” percentage over time, you’ll succeed as you’ll
build a large network that’s working for you.
I call this a low batting percentage, but what about professional baseball
players? They’re more likely to strike out each time they’re up at bat than
even get on base…not to mention hit a home run.
- - - - - - - - - - - - - - - -
“Baseball is the only field of endeavor where a man can succeed three
times out of ten and be considered a good performer.”
Ted Williams said that.
- - - - - - - - - - - - - - - -
Yet, you see chiropractors and other business people who get frustrated if they don’t knock a home run every time they’re at bat! Sorry!
Don't work that way.
What should you do if you run a weight loss ad and it’s not a home run?
Maybe you completely strike out.
What then?
Run it again in a different media. You can do postcards, flyers, have a C.A.
go to businesses, etc.
The list is endless.
If you're only geting a small numbers of calls, what then? You start to think outside the box. That's all you have to do and it's not complicated either.
You could go create another one…or you could look at your current offer.
Maybe there’s a way to improve your offer. Test your fees. Add some bonuses.
Try it in a different format. Try selling it to a different audience.
Keep taking shots until it works for you. Eventually you’ll hit the goal…even if it
is by accident and I have to tell you, when you pay dirt, you're going to love the
results!
- - - - - - - - - - - - - - - -
I like this quote by Michael Jordan…
“I’ve missed more than 9000 shots in my career. I’ve lost almost 300 games.
26 times, I’ve been trusted to take the game winning shot and missed. I’ve failed
over and over and over again in my life. And that is why I succeed.”
Michael Jordan
- - - - - - - - - - - - - - - -
He failed over and over again. That’s why he succeeded.
I feel the same way. Here’s a little secret no one likes to talk about.
If you haven’t failed at something lately, then you haven’t been testing enough.
If you had been testing, then you’d find at least one of your headlines was a
real stinker.
One of the ads you ran simply didn’t work. Not all of your content brings in visitors or gets you new patients, but you haven't failed.
Your goal is simply to keep testing and improving the percentages. You can and will
get better. Your success builds on itself. But perfection – where everything works every time – simply isn’t possible.
And waiting till you reach perfection before you get moving has shipwrecked more
chiropractors and business people than I care to count.
I’ve consistently seen the most successful doctors are those who are fast at
implementation. I've said this over and over again. They don’t sit around in a staff
meeting, second guessing their decisions.
They move "quickly" with the goal of failing quickly.
Get the tests out of the way until you find what works. Simply keep any investment
low enough that you’re willing to lose it.
Move forward. Improve along the way. And if you strike out, get back up to bat as
soon as possible.
Sincerely,
Dr. Carney
A Cimple Marketing Lesson for you on Monday
Monday
September 12, 2011
11:46 AM
A simple yet powerful marketing lesson!
There was a man that sent me an email. He had a short story to share with me, so being the type of doctor who shares, I'm going to share it with you.
"On a visit to The Louvre Museum in Paris, I tested a theory. It was a simple exercise, to demonstrate the way people will follow what you do, if you are prepared to take the lead.
Here’s what I did.
I grabbed my camera and very visibly, started taking lots of photos of a fire extinguisher, which was hanging on the wall. It was just a regular, standard issue fire extinguisher.
It must be art right?
Within seconds, people started looking to see what I was doing. After a couple of minutes, I counted 9 other people, who had come over to take photos of this uninteresting, plain-Jane fire extinguisher. These people had used MY enthusiasm for photographing it, as a 'short-cut' in their decision making process, to determine that it was art.
Maybe it was art and they just needed someone to point it out to them?
So why does this matter to you?
The world is full of people, just waiting to focus on YOU.
But first, you need to create your own art and then be willing to stand up and lead them.
That's what your business and your marketing has to do.
LEAD THEM.
Stop standing around doing what everyone else is doing. Do something DIFFERENT. If you do, you'll make more money.
It's your choice.
Dr. Carney
September 12, 2011
11:46 AM
A simple yet powerful marketing lesson!
There was a man that sent me an email. He had a short story to share with me, so being the type of doctor who shares, I'm going to share it with you.
"On a visit to The Louvre Museum in Paris, I tested a theory. It was a simple exercise, to demonstrate the way people will follow what you do, if you are prepared to take the lead.
Here’s what I did.
I grabbed my camera and very visibly, started taking lots of photos of a fire extinguisher, which was hanging on the wall. It was just a regular, standard issue fire extinguisher.
It must be art right?
Within seconds, people started looking to see what I was doing. After a couple of minutes, I counted 9 other people, who had come over to take photos of this uninteresting, plain-Jane fire extinguisher. These people had used MY enthusiasm for photographing it, as a 'short-cut' in their decision making process, to determine that it was art.
Maybe it was art and they just needed someone to point it out to them?
So why does this matter to you?
The world is full of people, just waiting to focus on YOU.
But first, you need to create your own art and then be willing to stand up and lead them.
That's what your business and your marketing has to do.
LEAD THEM.
Stop standing around doing what everyone else is doing. Do something DIFFERENT. If you do, you'll make more money.
It's your choice.
Dr. Carney
Sunday, September 11, 2011
You've Got To Remember This on Monday...
Sunday
September 11, 2001
This will change the way you think about marketing if you just read this and then actually take some kind of action this week.
You have to do direct response marketing.
So you're asking, "What is direct response marketing?" It’s not an ad without a way to contact you. Those ads are called institutional ads (institutional because you need to be in an institution if you're running them) and they are for large companies like Coca Cola and American Express. You want your ad to move someone to call a phone number, fill out a form on your website or mail something in for more information. You want to create an ad that will move your prospect to action, just like I'm trying to get you to take some action after reading this. And that action will create a new customer or patient for you. All other kinds of advertising are virtually useless.
Your direct response ad should contain the following:
* A good, attention getting headline
* Something that creates interest for your product or service
* Creates a burning desire in the prospect
* Has a specific offer that they can take action on
* Has a date to act by, an expiration date, or a deadline
Most ADS in the magazines, newspapers and TV are institutional advertising. With institutional advertising, there is NO specific offer and NO way to track your results. You want to be able to track your results and where your sales, customers, new patients or clients are coming from. Don’t waste the money and the resources to do otherwise.
Why do advertising agencies like institutional advertising? Because the results can’t be tracked. If advertising agencies had to be held accountable for bringing in X number of leads, for X amount of dollars, they would go out of business. They tell you just getting your name out there is enough — and it’s not enough! You need customers/clients/patients walking through the door, everyday, or you’re going out of business.
Here is a simple way to track your ads: With KALL8.com you can track all your ads with a separate local or 800#. You can even—get this—record the call to see how you or your sales person does on the phone call. You can get a local number for just $5 a month and a few cents a minute and an 800# is only $2/month. I’ll talk more about tracking your advertising later on.
The only reason you should advertise is to get more customers, clients, or patients. You should ONLY advertise if it’s going to bring in money–PERIOD! Don’t get caught up in the “image” thing. The only thing your image will do for you is to help you go broke. You can’t CASH in your image at the bank. If done correctly, you can get lots of business with your direct response marketing.
Here are some rules when using direct response marketing:
Rule #1 – Never do anything that you can’t directly track results.
Rule #2 – Never run an ad a second time that didn’t work the first time.
Rule #3 – Never fall in love with your ad.
Rule #4 - This last rule is a common mistake for people first starting out with direct marketing–they fall in love with their advertising. I know a man that had a consulting business, and he was called in to a real estate office to see if he could get them more listings. The new owner of the agency had these gorgeous ads made up. They were pretty. I asked him how they were doing. He told the man that he ran them a few times and they got NO calls. He told him why and he didn’t listen to him. He kept running those same beautiful ads. Six months later he ran into him and asked how things were going. He closed his agency and went to work for another one.
Become a student of direct marketing. Learn everything you can about it. The more you learn about marketing, the more money you will make. An ad is only as good as its results—PERIOD!
My clients, the ones that pay me $497 a month, have handouts, ads, flyers, newsletters, etc. done for them. It's a no brainer, but some people think they can do a better job.
Well what happens is that they procrastinate if they do it on their own and then they get behind. I had a friend who thought he was going to finally do what I told him to do. He started doing postcards. He sent me his postcard, I revamped it and sent it back to him. He did it for two months. He even got some new patients. Then he missed a month. Then another, and now he doesn't do any direct response marketing.
Why?
Because he says it didn't work. I don't know what four reactivated patients are, but he didn't think it worked. Doesn't make sense to me.
Whatever you do, keep doing direct response marketing. If you're not doing it, start.
That's the secret.
Talk soon.
Dr. Carney
September 11, 2001
This will change the way you think about marketing if you just read this and then actually take some kind of action this week.
You have to do direct response marketing.
So you're asking, "What is direct response marketing?" It’s not an ad without a way to contact you. Those ads are called institutional ads (institutional because you need to be in an institution if you're running them) and they are for large companies like Coca Cola and American Express. You want your ad to move someone to call a phone number, fill out a form on your website or mail something in for more information. You want to create an ad that will move your prospect to action, just like I'm trying to get you to take some action after reading this. And that action will create a new customer or patient for you. All other kinds of advertising are virtually useless.
Your direct response ad should contain the following:
* A good, attention getting headline
* Something that creates interest for your product or service
* Creates a burning desire in the prospect
* Has a specific offer that they can take action on
* Has a date to act by, an expiration date, or a deadline
Most ADS in the magazines, newspapers and TV are institutional advertising. With institutional advertising, there is NO specific offer and NO way to track your results. You want to be able to track your results and where your sales, customers, new patients or clients are coming from. Don’t waste the money and the resources to do otherwise.
Why do advertising agencies like institutional advertising? Because the results can’t be tracked. If advertising agencies had to be held accountable for bringing in X number of leads, for X amount of dollars, they would go out of business. They tell you just getting your name out there is enough — and it’s not enough! You need customers/clients/patients walking through the door, everyday, or you’re going out of business.
Here is a simple way to track your ads: With KALL8.com you can track all your ads with a separate local or 800#. You can even—get this—record the call to see how you or your sales person does on the phone call. You can get a local number for just $5 a month and a few cents a minute and an 800# is only $2/month. I’ll talk more about tracking your advertising later on.
The only reason you should advertise is to get more customers, clients, or patients. You should ONLY advertise if it’s going to bring in money–PERIOD! Don’t get caught up in the “image” thing. The only thing your image will do for you is to help you go broke. You can’t CASH in your image at the bank. If done correctly, you can get lots of business with your direct response marketing.
Here are some rules when using direct response marketing:
Rule #1 – Never do anything that you can’t directly track results.
Rule #2 – Never run an ad a second time that didn’t work the first time.
Rule #3 – Never fall in love with your ad.
Rule #4 - This last rule is a common mistake for people first starting out with direct marketing–they fall in love with their advertising. I know a man that had a consulting business, and he was called in to a real estate office to see if he could get them more listings. The new owner of the agency had these gorgeous ads made up. They were pretty. I asked him how they were doing. He told the man that he ran them a few times and they got NO calls. He told him why and he didn’t listen to him. He kept running those same beautiful ads. Six months later he ran into him and asked how things were going. He closed his agency and went to work for another one.
Become a student of direct marketing. Learn everything you can about it. The more you learn about marketing, the more money you will make. An ad is only as good as its results—PERIOD!
My clients, the ones that pay me $497 a month, have handouts, ads, flyers, newsletters, etc. done for them. It's a no brainer, but some people think they can do a better job.
Well what happens is that they procrastinate if they do it on their own and then they get behind. I had a friend who thought he was going to finally do what I told him to do. He started doing postcards. He sent me his postcard, I revamped it and sent it back to him. He did it for two months. He even got some new patients. Then he missed a month. Then another, and now he doesn't do any direct response marketing.
Why?
Because he says it didn't work. I don't know what four reactivated patients are, but he didn't think it worked. Doesn't make sense to me.
Whatever you do, keep doing direct response marketing. If you're not doing it, start.
That's the secret.
Talk soon.
Dr. Carney
Friday, September 9, 2011
Hey you think you can't do it.
I know this will be a short post, but you know
it's Friday night, I'm getting ready to head to
the gym, it's 8:36 PM but I'm motivated.
Why?
Here it is.
The power of a dream.
http://youtu.be/VL4fEUKwdPw
it's Friday night, I'm getting ready to head to
the gym, it's 8:36 PM but I'm motivated.
Why?
Here it is.
The power of a dream.
http://youtu.be/VL4fEUKwdPw
yeah YOU really HAVE it BAD... yeah RIGHT
You know, if you're having problems, you should
take the time to watch this little motivational
video.
If you still feel like you can't do something, then
you didn't watch this video.
I love this video and I wish you the best today.
The video says it better than I ever could.
Dr. Carney
http://youtu.be/wOlTdkYXuzE
take the time to watch this little motivational
video.
If you still feel like you can't do something, then
you didn't watch this video.
I love this video and I wish you the best today.
The video says it better than I ever could.
Dr. Carney
http://youtu.be/wOlTdkYXuzE
I had to WRITE MORE
I've talked about him in previous blog posts, but I wanted to do it again. I talked about the books I recommended for you to read, so if you've done that, then you should read this post.
Apple CEO, Steve Jobs, handed in his resignation to the Apple Board of Directors on August 24th, stating that he is no longer able to meet his duties and expectations as chief executive. I am sure it's all about his health and he has a lot of money, but hey, like I've always said, without your health, money doesn't mean that much.
He recommended that Tim Cook take his place as head executive of Apple. I'm sure Tim could be fired just like Jobs was, but that's who he recommended.
Many shareholders believed this was a sure negative for Apple - which it could have been.
Jobs is known for his influence in the way products were designed and directed. The fear was that without Jobs as CEO, Apple will not be able to produce as successful or as revolutionary products in the future. That may be true to a point, but I want you to remember that Apple is a TEAM of people, just not Jobs doing it all.
The team at Apple have innovated many beautiful products and raised the bar for competition. Which has, in turn, moved technology forward in leaps and bounds. Competitors have followed just a heartbeat behind with similar products, each forcing the other to race to the next height. Jobs knows this and that's how he runs his company. He knows there are copycats out there, but he also knows - that's business.
But the real lesson Apple has taught us – is a lesson in the profitability of BEING UNIQUE.
Apple is a company that has a reputation for taking pride in the aesthetic BEAUTY of their products. The coolness of their brand. And the uniqueness of everything they do.
Experience with Apple products is like NO OTHER. I'm not sure, but if you've never been to an Apple outlet you're missing out on a great marketing lesson. Enter Microsoft. They see the beauty in this and low and behold... there are now Microsoft outlets like Apples.
An adventure in the unknown for Microsoft, but apparently it works. They're still doing it.
Now here's what's so cool about Apple. From the moment you turn on an Apple device, to how it is operated, its color, it curves, you can feel the difference.
Apple follows no one. It leads.
They charge forward and lead – taking chances – sometimes failing.
Breaking the rules of the ordinary.
In marketing, and in business, it seems that we have certain “rules” too which everyone believes they have to follow.
Must every business have the same things?
Honestly, the answer is NO.
People like me don’t believe in “rules”. (I didn't say that did I?)
Give your customers an experience like no other. Let your imagination run wild.
I bought this book for $97 bucks this week and it is absolutely loaded with ideas from people just like you and me that advertise OUTSIDE the BOX.
It's awesome. If you want an example, send me an email and tell me in the headline,
I read the blog. Send the example of doodles.
And I'll send you a sample of what I mean.
It’s called Usability and it is what Apple built their foundations on.
Usability applied to marketing is the science of placing important action hot-spots in specific locations – so they attract sales.
That's it for today.
Enjoy your day and remember>>>BE DIFFERENT. People like an experience.
Dr. Carney
Apple CEO, Steve Jobs, handed in his resignation to the Apple Board of Directors on August 24th, stating that he is no longer able to meet his duties and expectations as chief executive. I am sure it's all about his health and he has a lot of money, but hey, like I've always said, without your health, money doesn't mean that much.
He recommended that Tim Cook take his place as head executive of Apple. I'm sure Tim could be fired just like Jobs was, but that's who he recommended.
Many shareholders believed this was a sure negative for Apple - which it could have been.
Jobs is known for his influence in the way products were designed and directed. The fear was that without Jobs as CEO, Apple will not be able to produce as successful or as revolutionary products in the future. That may be true to a point, but I want you to remember that Apple is a TEAM of people, just not Jobs doing it all.
The team at Apple have innovated many beautiful products and raised the bar for competition. Which has, in turn, moved technology forward in leaps and bounds. Competitors have followed just a heartbeat behind with similar products, each forcing the other to race to the next height. Jobs knows this and that's how he runs his company. He knows there are copycats out there, but he also knows - that's business.
But the real lesson Apple has taught us – is a lesson in the profitability of BEING UNIQUE.
Apple is a company that has a reputation for taking pride in the aesthetic BEAUTY of their products. The coolness of their brand. And the uniqueness of everything they do.
Experience with Apple products is like NO OTHER. I'm not sure, but if you've never been to an Apple outlet you're missing out on a great marketing lesson. Enter Microsoft. They see the beauty in this and low and behold... there are now Microsoft outlets like Apples.
An adventure in the unknown for Microsoft, but apparently it works. They're still doing it.
Now here's what's so cool about Apple. From the moment you turn on an Apple device, to how it is operated, its color, it curves, you can feel the difference.
Apple follows no one. It leads.
They charge forward and lead – taking chances – sometimes failing.
Breaking the rules of the ordinary.
In marketing, and in business, it seems that we have certain “rules” too which everyone believes they have to follow.
Must every business have the same things?
Honestly, the answer is NO.
People like me don’t believe in “rules”. (I didn't say that did I?)
Give your customers an experience like no other. Let your imagination run wild.
I bought this book for $97 bucks this week and it is absolutely loaded with ideas from people just like you and me that advertise OUTSIDE the BOX.
It's awesome. If you want an example, send me an email and tell me in the headline,
I read the blog. Send the example of doodles.
And I'll send you a sample of what I mean.
It’s called Usability and it is what Apple built their foundations on.
Usability applied to marketing is the science of placing important action hot-spots in specific locations – so they attract sales.
That's it for today.
Enjoy your day and remember>>>BE DIFFERENT. People like an experience.
Dr. Carney
Thursday, September 8, 2011
11:48 AM
Thursday
Temecula, CA 92593
Hey, this is is going to be a short post today.
I've been swamped with copyrighting for clients
and I'm trying to write this blog as well.
I haven't forgot about you and I've got a lot to
say, just not today.
So I'm going to pump it up.
I'm listening to YouTube and here's what I'm currently
listening to.
http://youtu.be/eGPhUr-T6UM
I'm not sure if you'll like it but remember, it's
all about what music does for you and to you.
I'm all about atmosphere. And you know, I don't need
much to sustain myself.
A little of this and a little of that, and I'm good.
I'll report in later today if I have time as I have
a ton to tell you, so stay tuned.
Dr. Carney
Thursday
Temecula, CA 92593
Hey, this is is going to be a short post today.
I've been swamped with copyrighting for clients
and I'm trying to write this blog as well.
I haven't forgot about you and I've got a lot to
say, just not today.
So I'm going to pump it up.
I'm listening to YouTube and here's what I'm currently
listening to.
http://youtu.be/eGPhUr-T6UM
I'm not sure if you'll like it but remember, it's
all about what music does for you and to you.
I'm all about atmosphere. And you know, I don't need
much to sustain myself.
A little of this and a little of that, and I'm good.
I'll report in later today if I have time as I have
a ton to tell you, so stay tuned.
Dr. Carney
Friday, September 2, 2011
Death of a Salesman
An optimistic young salesman was found walking around the
office one day, with his shoulders slumped and his normal
smile missing. He looked like someone in his family had been
lost in a car accident.
But apparently, he'd just lost an important sale and was feeling
disappointed.
Sometime shortly after the young salesman's disappointment,
an older (and much wiser) veteran salesman comes strolling
through the office. The old salesman often mentored the
younger man, and sensing something was wrong, he immediately
walked over to his young protégé.
He talked to him and asked him to explain what had happened
and why he was mopping around the office. In trying to break
down and analyze what happened, the young man said, "Well,
I guess this just proves you can lead a horse to water...
but you simply can not make him drink."
"Son," said the old salesman... "Let me give you a piece of
advice. Your job isn't to make him drink. It's to make him
thirsty."
And in a nutshell, this is the secret to selling.
Contrary to what most people will tell you, you cannot create
"want." People WANT or DON'T want to buy things... already,
on their own -- with... or without you. If you don't think
so look at your own buying habits.
However, once you are able to attract those people who are
likely to WANT what you're selling -- who already have a
"taste" for the drink you're serving... all you need to know
is how to make them even thirstier.
And then... they buy what you're selling... and your job
is done.
If you've never thought of what you're doing is selling, think
again. It's marketing, but it's still selling.
Just accept it and drive on.
Simple as that.
Have a great weekend.
office one day, with his shoulders slumped and his normal
smile missing. He looked like someone in his family had been
lost in a car accident.
But apparently, he'd just lost an important sale and was feeling
disappointed.
Sometime shortly after the young salesman's disappointment,
an older (and much wiser) veteran salesman comes strolling
through the office. The old salesman often mentored the
younger man, and sensing something was wrong, he immediately
walked over to his young protégé.
He talked to him and asked him to explain what had happened
and why he was mopping around the office. In trying to break
down and analyze what happened, the young man said, "Well,
I guess this just proves you can lead a horse to water...
but you simply can not make him drink."
"Son," said the old salesman... "Let me give you a piece of
advice. Your job isn't to make him drink. It's to make him
thirsty."
And in a nutshell, this is the secret to selling.
Contrary to what most people will tell you, you cannot create
"want." People WANT or DON'T want to buy things... already,
on their own -- with... or without you. If you don't think
so look at your own buying habits.
However, once you are able to attract those people who are
likely to WANT what you're selling -- who already have a
"taste" for the drink you're serving... all you need to know
is how to make them even thirstier.
And then... they buy what you're selling... and your job
is done.
If you've never thought of what you're doing is selling, think
again. It's marketing, but it's still selling.
Just accept it and drive on.
Simple as that.
Have a great weekend.
WOW, I'm busy and I'm not getting notifications.
Hey,
It's Friday, 6:51 AM and I'm getting ready to tell you a
story.
This is about a man I know, so I'm going to share it in his
words, not mine.
Here's his story.
- - - - - - - - - - - - - - -
Recently, I went out for lunch with Alexi,
at the Belgian Beer Café.
And the place had loads of seats. And it was absolutely packed -
on a weekday. As Alexi and I were chatting he was telling me how
he always came back to this particular restaurant. And in fact,
when he traveled he liked to stay at a hotel close to the
Belgian Beer Café.
Why?
Because they had over 34 different types of beer. And his
particular favorite beer (which was damn good, I might add) was
ONLY available from the Belgian Beer Café because they made it.
Now that's a damn good example of a USP. (unique selling proposition)
You cannot buy the beer anywhere else. So if you want it you
have to come back... and more than likely enjoy a nice plate of
food, and a bit of chocolate mousse while you're at it.
Right now, I am sitting at a café in Crows Nest.
Now when I opened up my laptop in the café,
the waiter came past and asked me if I wanted a table with a
wireless internet connection - free of charge.
I said sure, and now I'm tapping away in the middle of a café
googling my way around the planet.
Let me ask you a question. If you were going to a café, and
enjoyed working on your laptop from there. Which would you
prefer? One with a wireless internet connection? Or one without?
And if you wanted to work online, or enjoyed the thought of
working from a café for an hour or two rather than your office...
which café would you choose?
Is there a way you could apply these strategies to your business?
Now think about it.
Don't just keep reading?
Think.
If you're a mechanic: could you offer a free loaner car to
anyone who dropped their car off to your garage?
Or perhaps offer to pick up their car and drop it back, if it's within a
certain radius of your garage?
If you're an accountant: could you offer free seminars on tax
saving strategies to your customers?
Or business building tips?
What little thing could you do within your business to make
yourself unique? And to give yourself an edge over your
competition?
Write down some ideas now. And then think about how you can
implement these into your advertising and marketing
communications.
So that's his story but you see, even he knows the power
of good marketing. If you're not thinking about marketing
your business, what on earth are you thinking about?
Come on.
Think.
See ya next week,
Dr. Carney
It's Friday, 6:51 AM and I'm getting ready to tell you a
story.
This is about a man I know, so I'm going to share it in his
words, not mine.
Here's his story.
- - - - - - - - - - - - - - -
Recently, I went out for lunch with Alexi,
at the Belgian Beer Café.
And the place had loads of seats. And it was absolutely packed -
on a weekday. As Alexi and I were chatting he was telling me how
he always came back to this particular restaurant. And in fact,
when he traveled he liked to stay at a hotel close to the
Belgian Beer Café.
Why?
Because they had over 34 different types of beer. And his
particular favorite beer (which was damn good, I might add) was
ONLY available from the Belgian Beer Café because they made it.
Now that's a damn good example of a USP. (unique selling proposition)
You cannot buy the beer anywhere else. So if you want it you
have to come back... and more than likely enjoy a nice plate of
food, and a bit of chocolate mousse while you're at it.
Right now, I am sitting at a café in Crows Nest.
Now when I opened up my laptop in the café,
the waiter came past and asked me if I wanted a table with a
wireless internet connection - free of charge.
I said sure, and now I'm tapping away in the middle of a café
googling my way around the planet.
Let me ask you a question. If you were going to a café, and
enjoyed working on your laptop from there. Which would you
prefer? One with a wireless internet connection? Or one without?
And if you wanted to work online, or enjoyed the thought of
working from a café for an hour or two rather than your office...
which café would you choose?
Is there a way you could apply these strategies to your business?
Now think about it.
Don't just keep reading?
Think.
If you're a mechanic: could you offer a free loaner car to
anyone who dropped their car off to your garage?
Or perhaps offer to pick up their car and drop it back, if it's within a
certain radius of your garage?
If you're an accountant: could you offer free seminars on tax
saving strategies to your customers?
Or business building tips?
What little thing could you do within your business to make
yourself unique? And to give yourself an edge over your
competition?
Write down some ideas now. And then think about how you can
implement these into your advertising and marketing
communications.
So that's his story but you see, even he knows the power
of good marketing. If you're not thinking about marketing
your business, what on earth are you thinking about?
Come on.
Think.
See ya next week,
Dr. Carney
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