Getting Into Your Prospects’ Heads

In the first post in this series, I mentioned the importance of understanding the great, tried and true universal truths of marketing.

Today I want to focus on one of them.

And then I want to show you how to leverage it – to put it to work for you – the fastest way possible.

So what is this great marketing truth? Well it comes from one of my own copywriting heroes, Robert Collier.

Collier was an early 20th century author. He was well published in the self-help niche of the day. But he was also a master salesman on paper. And his great revelation came in his epic book “The Robert Collier Letter Book.” (If you’ve never read it, I highly recommend you do.)

One of his chief principles was that in all your marketing you have to “…enter the conversation in your prospect’s head.

That’s as true today as it was in the early 1930’s when he wrote it.

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Understanding The Marketing Experience

OK, let’s dive right in. Today I want to talk to you about your marketing content. Specifically about a simple but very important and unique way to think about the content that you create.

The goal of this little tweak in perspective is to stimulate demand for whatever it is you’re selling. But done correctly, it can even create demand where it wasn’t before. This is, without a doubt, one of the most powerful concepts you need to think about and put to work in every aspect of your marketing.

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An “Outsider’s” View of Marketing

I’m kind of an introvert.

I’ve always been the guy who prefers to stand at the edge of the party looking in rather than be the center of attention.

And my “outside-looking-in” tendency extends to other areas too. Like the way I think about marketing.

I’ve always been on the outside of the “marketing-think” community too. Don’t get me wrong. I understand that there are time-tested marketing truths. Rules you always have to respect. (You have to know the rules before you can bend them, as they say.)

And I’ve used pretty much every conventional method and channel you can name. I’ve used direct response strategies in the mail and online. I’ve bought newspaper ads. Radio ads. PPC ads. Facebook ads. I’ve used product launches. Marketing funnels. You name it, I’ve done it.

But at the same time, I’ve always kind of looked at all of it from the outside. I’ve always looked for ways to “crank up the heat”, so to speak, of all my marketing. Whether it was the one small tweak I could add that would add major dollars to my bottom line. Or testing an entirely new breakthrough marketing idea. Read More

What do President Obama, Jimmy Fallon, and Spongebob Squarepants Have In Common?

The answer to the cryptic title of this post is: They are all included in the video below… but more importantly, there are business and life related tips, hacks and stories that will show you:

  • Why “working harder” isn’t great advice, and might actually do more harm than good,
  • Why most of your competition are targeting low-hanging fruit, and how to feast from the top of the tree…. alone,
  • How to achieve the seemingly impossible, over and over again.

I originally planned on writing a nice, long, article to share all of this… then I remembered that I already gave a 15 minute presentation sharing all of this and more.

So let’s start off with that short video, and then I will add some additional thoughts, ideas and suggestions to help you get even more out of it:

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The Final Word On Performance

Ok, So I’ve been blogging about performance the past few weeks. Specifically targeting what blocks you from performing at your best.

I’ve shared some important solutions about how to overcome the barriers that hold you back.

But more importantly, it’s been my goal in these posts to show you the CAUSES behind some of your obstacles. You can take all the steps you want to fix a bad habit. But unless you actually address the underlying cause the fix will never be permanent.

So after reading all your initial comments at the very beginning, I saw that we needed to take a four-step path to address them. You needed to:

  • Get your head straight…
  • Get your planning straight…
  • Get your focus straight and…
  • Get your execution straight.

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Execute Better Now!

Execution strategy can be a huge barrier to optimizing your performance. You start designing and building and factoring in for the unforeseen obstacles as best you can, and before you know it…

You got nothing done!

Most aspiring entrepreneurs typically struggle with their execution because they don’t understand the “ULTIMATE SECRET” of powerful execution. And yes, There is an “ultimate secret”.

I’m going to share it with you in this post. And then I’m going to share two simple questions you need to answer to see your performance skyrocket where your execution is concerned. Get more done. Do less work. Earn more cash. That’s the name of the game after all, isn’t it?

So let’s get down to it. Let’s talk about how you execute.

You Don’t Focus On The Basics Because…

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Cure Information Overload Now – Do Less Get More

Your eyes are stinging and bloodshot. Your brain has all but gone on strike.

You’ve just spent the last six, eight, maybe even twelve hours researching important data you need for a project. Or maybe you’ve been trying to learn the details of a certain strategy. Or the ins and outs of specific techniques for marketing your next launch.

The only problem is you can hardly remember anything you’ve read. And worse than that, the stuff you can recall seems to have no relation to anything you’re working on.

In fact, for a split second in time, you’re not even sure what you were working on in the first place.

Only one thing to do. Get some sleep and get back to more research in the morning. Read More