Another exhausting weekend for me.
Yes, i’m aware it’s Wednesday and the weekend is 3 days ago. But that’s how long i take to recover from a mastermind. Gosh, those things take a lot out of me. I especially hate the 9 am starts–they’re the worst. I haven’t needed to wake up that early since i turned my back on academia.
Goodness knows, though, i do enjoy masterminds. Those live little interactions with humanity are a breath of fresh air from the whole marketing machine back here.
Couple of weeks ago, i got spooked while i wrote some copy for a client and experimented with a NLP / subliminal mind trick i came up with.
The copy was WICKED.
Seriously, you would be scared if you just realised you had that kind of power with your words. I was torn whether or not i should submit it.
I carried the thing around in my mind for a while. Just went about my daily business…but it was always back there nagging at me. I’d realised it wasn’t about this ONE bit of copywriting. It was about the whole business you and i are in.
Anyone who systematically makes an effort to perfect the art of influencing people to give up things dear to them in exchange for something else…
….well, it’s a powerful weapon, and YOU’re asking to hold it!
To what extent is it fair to “influence” someone to fill out an email contact form so you can try and sell them stuff?
I didn’t know what the limits were and wondered if…
the entire industry is evil
I ran to my mum online and IM’d her for a talk. God bless her, she gave it a bit of thought. Asked me questions to clarify if i was actually doing something horrible…or being paranoid. Then she assured me that i just have a wonderful gift.
The ability to communicate, in writing, the ideas i believe in.
Half-convinced, i went away. And two days later, i meet Chris.
Chris is this cool guy.
Came through a referral from another client of ours. Has the craziest survival story i ever heard. Get this…
A newly-married soldier, sent to Iraq, returned with holes down one side and paralysed from the waist down.
For two years he lay on the couch, trying to recover. Instead of just bum about, which is what i probably woulda done…no, he starts a laptop repair business from home and advertises it online.
What stuck with me days after he finished the story was how he had a rolling toolbox he’d roll from his position on the couch over to him. And he’d undo laptop screws while leaning on his elbow…still lying on the couch.
You’re killin me. My jaw was on the ground. I was gobsmacked listening to this crazy story.
It turns out, Chris wants to hire us to do some sort of “business opportunity” selling funnel.
“Chris, What are you good at?” I ask.
“I dunno. Copywritin’ “, came back in his south carolina accent.
Not exactly what i was looking for. You see, when i start out with any client, i find the easiest ones to help are those who start a business based on a “good idea” and they really wanna sell it.
It’s so easy to just throw together an online campaign based on their story and voila. Leads, customers, sales, money. It’s easy.
But a lot of people looking for advertising and marketing advice online…they do affiliate marketing, network marketing, and there’s others who are actually employees looking for leads to meet minimum quotas for their bosses.
So for those people, the online thing is more like a job. It’s meant to make money and it doesn’t matter what you sell.
Which means, most of them are actually just plain simply BORED and unhappy with their business. And that’s not fun.
No wonder they never get good at it or stay around long enough to see a payoff for their brief stint “in business”.
I found out tho anyone who sells a product that isn’t interesting to them, should instead identify their own marketing personality. That personality would be based on what they like doing and what they’re good at. Now working on their business means creatively building their own image layer by layer in a way that helps them sell their primary product or service.
This way they have a reason to be passionate about their business. They have more fun running it, and they treat it like it’s “their baby”…the same way as people who do start a business on a good idea.
I Had a Clue…
Anyway, so as the conversation with Chris went on, I had a clue. I watched him over the weekend to see if i was onto something.
And about the second day in, it hit me… OMG.
This guy is an EXPERT blogger–his posts were re-tweeted and shared all over the internet by opportunity buyers. Every article he posted was riddled with loyal fans responding in comments.
And his marketing blog was full of these incredible stories about his army life creatively tied back to business lessons…which appeal to exactly the people he was selling to.
He even showed me some devlish little tricks…simple things but so smart…which he used to attract MORE readers to his blog using facebook and niche social sites.
I said to him, i said, Chris, there is no reason why you shouldn’t already be making a lot of money right now.
We looked over his business. And it was obvious that all he needed was a means to amp up the traffic.
So I whipped out a chair, sat him next to me, and i built out a giant keyword list and a few ad ideas and switched it on.
Now Chris flew back home to focus on his blogging. He’s not distracted by the boring bits of his business. And I partnered up with him on a new product idea he had.
In the end, i felt good.
Because I realised, i don’t influence people to give up things they value. I give back a thing equally dear to me…it’s my experience. My experience is MY story…i’ve paid for it with my own struggles and emotional ups and downs, my failures, mistakes and everything they cost, and my relationships that i strained with friends and family.
All I do is…initiate a fair exchange.
Hey, if you like to arrange a conversation about your online personality while I take care of your traffic, i’m doing this for a short test run.