The Science of Undervaluing Yourself (And How To Overcome It)

Do we charge less?

Do we value ourselves less than we should?

Do you think that sometime in the future, there will be this perfect product at the perfect price, and the perfect client will come along?

I used to have a client who had exacttttttly the same problem

And I can categorically tell you that everyone without exception has the same problem. Some have it almost perpetually. Some less so. But everyone has it. When we started out I’d do consulting. I’d spend hours with someone, even give a money back guarantee (some one actually took their money back after 8 hours of consulting). And even our products/courses were terribly under-priced.

I actually had a client say to me: You should charge more!

And I was terrified of increasing the prices

Who would pay that much? And yet, I went from $1,500 to $3000, $3000 to $6000. $6000 to $10,000. And there were still takers. Our consulting went from $75 to $550 or thereabouts (per hour). Still takers. You may say: People know you, Sean. You already have a reputation.

But you’d be beating around the bush. I could still be charging —or rather undercharging.

Remember that client I was talking about before—the one who undervalues himself?

He’s well known now, after a rather torrid start for about 10-12 years. Even today he’s increased his income and prices only marginally.He gets clients that can’t pay. He still discounts. He still keeps his fees as low as possible. He believes that clients can’t pay. And he’s right.

I know this because of one of my earliest clients. She was huffing and puffing to pay my 10-part, low fee. Then one day she missed a consulting class. Why? Because she had to buy a car: Only $30,000.

I’ve had clients who’ve not had $250 to spend, then gone on vacation and blown up $2500

I’ve had clients who’ve said that have gone and signed up for some sort of pie in the sky for $12,000. I know that kind of person. I was that kind of person. When I was starting up in marketing, I blew up $12-14k on a single workshop when that constituted about a fourth of my annual income.

So what am I saying here?

It’s all in your ear

There’s someone sitting on your shoulder and screaming in your ear.

They’re screaming stupid things. And you should not be listening.

But what if that screamer was right? What if indeed you couldn’t raise your prices?

Well that’s an easy answer

Start up something that doesn’t exist.

In 2006, we started up the Protégé. It didn’t exist.

We put a price of $6500 on it. Wrote a sales letter. And waited. Well no we didn’t wait. We tried to sell the heck out of it, and yet it wasn’t something we were depending on. You see it was a fictional kind of thing. In our minds it could work. Or not. If it didn’t, we’d get a whole bunch of copy writing practice and we’d get at least some folks who’d be keen to join something else in future (think of it as an advertisement for the future).

We surprised ourselves

The Protégé program was oversubscribed in 2006, 2007, 2008. We didn’t do any in 2009/10/11. But think about it. It started off as a dream that could fail. That if it failed it wouldn’t matter. And yet it succeeded. So well in fact that I had to stop it, just that I had to step back just so I could do other stuff.

The point is we’re all good at stuff

We just don’t have the confidence.

Give us someone who’s willing to listen and we’re good at stuff.

But we’re scared of pricing. We’re terrified of being turned down. Of failing. So scared that we won’t even dare to entertain the idea, let alone start up. But there’s a way around it.

Start up a fictional project/product/service

One which you don’t care if it fails or succeeds. Put a price on it. A price that you think is at least 50%-100% more than you currently think it’s worth. And if it succeeds, you’ll prove it to yourself. If it fails, it doesn’t mean it’s failed. It just means it’s failed “this year”. Or this “quarter”.

Again, how do I know this?

In 2011, the Article Writing Course sold out in 24 hours. Two batches. Plus a ton of home study courses. Consider that the Article Writing Course is priced well over $2000 and you see the problem. Why would anyone pay $2000 to learn to write articles? That was the question swirling in my mind back in the year 2006.

We were so reticent about the course that we didn’t offer it to the public until 2007 or thereabouts. In 2007, I put it out there just as a lark. And we were still reticent. It was the cheapest of our courses. And guess what? Fast forward to 2013 and it’s got a five month waiting list. Next year it may have a seven month waiting list—at a higher price.

So where’s the problem?

The problem is in your brain.

My brain. Our brains.

We undervalue ourselves.

And we keep at it. And believe me, now matter how big your reputation grows. No matter how much money you make, you’ll still be undervaluing yourself.

And in case you’re wondering, this isn’t about just charging insane sums of money

I’m now comfortable doing that, we know we have great products and services. For instance we know that our courses are the toughest in the world. There’s simply no trainer that structures a course like ours, because our courses are based on consumption—not conversion. This means that when you sign up, you’re there to succeed, not to fail.

And it’s not boot camp, but heck it’s tough. And it’s not just tough for you, it’s bloody tough for me as well. I’m there in the trenches with you. As an example the Article Writing Course started in early Feb. In less than a week, the group of 35 people had generated over 2000 posts. I wrote almost 550 of those posts. Think about it. Does any trainer do that? 550 posts a week? That’s madness.

No it’s not

It’s what you would do for your clients.

It’s what you could do for them.

But you can’t work for peanuts.

Those peanuts have to come out of your brain and need to be fed to that monkey who’s been sitting on your shoulder—and shouting at you.

Your prices, your lack of value—it’s all in your brain

You’re believing that monkey.

It’s time to step out. And change your prices. If not change your prices, create a fictional product/service. Something you’re sure no one will buy. And put in fictional prices that are reasonably higher than you have right now.

And be shocked when someone does buy

Even if one person buys. Even if you get one question asking you for more details, you know you’ve hit pay dirt.

The lack of value is in your brain.

Tell that monkey to be quiet.

It’s time to revalue yourself. And revalue your future.

Because if you don’t do it, no one will.


Top Selling Products Under $50


1) Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
2) Story Telling Series: How to suck your audience right in, in a matter of seconds
3) Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
4) Article Writing: How To Speed Up Article Writing With Simple Outlines
5) Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
6) Design Clarity: How to put sanity into your design with some really simple tweaks
7) Chaos Planning: How ‘Irregular’ Folks Get Things Done


1) Black Belt Presentation Series: How to completely control the room—without turning anyone off?
2) New! Online Membership Sites: How To Build A Powerful, Community-Driven Membership Website


 

 


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How To Get Your Clients To Show Up To Your Course Regularly (Without Ever Sending A Reminder)

You may not realise it, but McDonalds has a cue.

A cue is simple. It’s a trigger.

It’s proven that most people who frequent McDonalds didn’t start that way

They started out with just going there because the kids were hungry and McDonalds was cheap (and salty and sugary). But mostly because the kids were driving you crazy. Suddenly, that one visit becomes a monthly, then a weekly. In certain cases, people stop over daily. And don’t shake your head disparagingly, because you do the same all the time.

You stop for a coffee at your cafe

You brush your teeth in the morning.

And you may think there’s not a jot of a connection between brushing, and coffee and McDonalds, but there is.

It’s all based on cues

When you wake up, and your mouth feels like gunk, that’s a cue. When you step up to McDonalds and it looks familiar (every single one of them), that’s a cue. When you smell that amazing aroma of rich coffee, that’s—yup, you guessed it, a cue. And so when you get your participants to show up on the forum every day, you have to have a cue.

And the cue can be email

You can send them email and nudge them, but that’s a cue waiting to fail. For several reasons. One, it depends on you to write the email, send it out etc.

And yes, you may be putting it on an auto responder service. But hey, imagine doing three months of emails back to back—if your course is 3 months long.

The other bigger problem is that email doesn’t do what it’s told. It doesn’t always show up and dance in your face like it’s supposed to. Sometimes it does, and at other times, it slinks away to the spam folder. Some days you’ll be looking for something and find an email that’s not even in the spam folder. It’s just there, somewhere hanging out, waiting to be found. And that’s not a good sign, is it?

In effect, you’re creating a cue that’s pretty iffy.

On the other hand McDonalds doesn’t take the chance

You may think that McDonalds is designed to be the same because hey, that’s easier for the company. And yes that was probably the original goal, but over time there’s a good chance that McDonalds worked out—hey, that’s the cue. You get into a place that looks exactly the same, smells exactly the same, and boof—now you’re hooked. You’re chomping that burger and fries without even thinking.

Amazingly this is what the brain wants: It doesn’t want to think

We believe our brain is this amazing think tank, and so it is. But it doesn’t want to think, because thinking is a waste of time. It’s a waste of energy. It’s easier to work on cues. If I see a chair, I will probably sit down. If I don’t see one, I won’t. Your brain doesn’t want to have a board meeting on whether or not to sit down or stand.

And it’s this non-thinking behaviour that causes us to do things without thinking.

Now imagine your clients showing up to your courses without thinking

You may believe that it’s not possible to do that, but the point is that it’s what you have to do. You have to train them to show up and train them to show up daily. Why daily? Because if you brushed your teeth twice a week, you’d forget whether you brushed your teeth two days ago, or four, or three.

And the cue is lost. But you see the day tick over, you feel the icky feeling in your mouth and then the brush whizzes through like it was the most natural thing to do.

But it’s not

Around the turn of the century, in America, most people just didn’t bother brushing their teeth.

Yes, I heard you gasp.

But there were so many people with rotting teeth because of changing diets, that it was a national problem. Then along came a toothpaste, Pepsodent, and advertising provided the cue (it said: do you feel that film on  your teeth?) and away went the rest of America, brushing like it was the most natural thing in the world to do.

Most toothpastes had failed before that moment in time. Pepsodent found the cue.

And your group needs a cue

And that cue on a Psychotactics course is the group. As a participant, you’re trained early to look out and look after your group. So yes, the sun has risen, the day has dawned, but the only people who show up again and again, and again are those who are wedded to the group.

Without the group, the cue is dead in the water. Without the group, it’s hard to be motivated.

But with the group helping each other out, you are not needed to do the nudging.

And that’s when email plays a big brother role

Now if someone doesn’t show up, you send an email. Now you use the power of one on one to rouse the person who’s getting out of line (for whatever reason).  And in many cases, this email does the job but mostly it fails. If the person hasn’t got the cue from the group, then we can safely write them off.

The reason why Psychotactics courses work is because we depend very heavily on three specific points of habit-formation

1) Cue

2) Craving

3) Reward

But this article was about the cue. Not about the reward. Not about the craving.

So to summarize:

1) Have a cue, and let the cue be driven by the group, not by email.

2) Make your assignments daily and get the group to show up daily, thus establishing a habit.

3) Use email to drive home a point. To get people in line if they’re going astray.

And the next time you put your brush in your mouth, remember that no one is making you do it. You didn’t get a text message. No email. It’s just that you woke up and yup, it’s time to brush.

 


Top Selling Products Under $50


1) Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
2) Story Telling Series: How to suck your audience right in, in a matter of seconds
3) Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
4) Article Writing: How To Speed Up Article Writing With Simple Outlines
5) Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
6) Design Clarity: How to put sanity into your design with some really simple tweaks
7) Chaos Planning: How ‘Irregular’ Folks Get Things Done


1) Black Belt Presentation Series: How to completely control the room—without turning anyone off?
2) New! Online Membership Sites: How To Build A Powerful, Community-Driven Membership Website


 

 


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StoryTelling: How to Creating Clear and Memorable Business Stories

Storytelling seems to be the rage these days. And yet, it’s not new at all. It’s been around for thousands of years.

What’s more, it’s not even alien to us.
Even as a three-year old, you can tell when a story is really cool and when it’s just plain boring.

The problem arises when we have to take this storytelling skills to our articles. The moment we have to write an article, we freeze up. The article gets riddled with facts and figures. Or sequences. Or whatever. But we know instinctively that the power of the story is missing.

But it’s not just the story that’s important.
It’s a story well-told.

A well-told story is like a well-told joke. It has zing. And kapow! So what are the elements of a well-told story? Why have they been playing hide and seek with us for so long?

Find out right here in this three-part series on Storytelling!
You’ll love it. It’s full of cartoons, precise advice–and yes, thezing! That’s what you’ll learn: how to create the zing.

It’s an introductory price. So have a look right away.
http://www.psychotactics.com/products/story-telling

 

Sean D'Souza: Psychotactics

Regards,
Sean


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How to Correctly Use Emotion To Create Drama In Your Article

I raced madly.

I raced madly, but I didn’t care.

I raced madly, but I was too excited.

I raced madly, but something was gnawing inside of me. Something was about to go wrong.

I raced madly, but I couldn’t shake the depression.

So what’s the difference between the first line and all the rest?

Well, yes the first line is shorter. But it also lacks emotion. And while facts give you um, the facts, they don’t tell us how you feel. In any given situation, ten people getting the same bowl of soup will respond in ten incredibly different ways.

I saw the bowl of soup and my heart sank.

I saw the bowl of soup and it flooded me with happy childhood memories.

I saw the bowl of soup and I was surprised how hungry I felt.

I saw the bowl of soup, but a feeling of hesitancy crept into my being.

I saw the bowl of soup, and immediately felt overwhelmed.

Yes, you get it, don’t you?

The bowl of soup isn’t what the brain is searching for in the story. The brain is searching for the expression on your face. This search is embedded in who we are as human beings. When my niece Keira (she’s three, almost four years old) gets a shout from her mother, she almost always scans her mother’s face instantly.

What’s the reading on her mother’s face?

Is she angry?

Is she annoyed?

Is she frustrated?

Is she furious?

Is she about to going bananas in a second?

The reader of your article needs to know what Keira can see

They need to know not just what the event was all about, but why it was important. And how it was important. And the biggest clue comes from the emotion that follows the statement. Or the emotion that precedes the statement.

So let’s jump in with a few examples…

Follows the statement:

Example 1: There she was, the girl I so cared for. And yet, there was a sense of disgust.

Example 2: There she was, the girl I so cared for, and my heart lit up like the fourth of July.

Example 3: There she was, the girl I so cared for. And then she was gone. I was frantic.

But you can create the scene by using emotion as a pre-cursor

Example 1: Little did I know that I would be disgusted. After all this was the girl I cared for very deeply.

Example 2: I wasn’t expecting that sudden burst of happiness on this gloomy day. But as I rounded the corner, there she was—the girl I cared for very deeply.

Example 3: There was nothing to suggest that I’d be frantic in a second. Because right there in front of me was the girl I cared for.

And so, the emotion sets the scene

Sometimes preceding the event. Sometimes after the event has occurred. The event itself is just an event. What makes it burst into flame is the emotion that surges through our system as a result of experiencing that event.

And then of course, we can choose to bring in the emotion earlier, or let in hang a bit behind and then whiplash the event with its suddenness.

But of course, you can overdo the emotions

Yes, the emotions provide the roller coaster that leads the reader through the article. And especially so, when you’re telling a story. But you can’t keep going on and on, line after line with emotions. Instead you bring in the emotion, and let the reader feel the happiness, sadness, disgust etc.

Sadness, depression etc. tends to linger a lot longer, and it’s ok to keep it going for a little while. Happiness, fear— they’re emotions that are fleeting. That speed through faster than a speeding bullet.

So yes, you drive the pace

And you drive it with the emotions.

Because ten people can drink soup.

And every one of those folks feel totally differently about the soup.

A soup is a soup is a soup.

Until you add a dash of emotion. Maybe two dashes. You decide How to Correctly Use Emotion To Create Drama In Your Article

P.S. Do you have a question or comment? Write it here and I will respond.


Top Selling Products Under $50


1) Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
2) Story Telling Series: How to suck your audience right in, in a matter of seconds
3) Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
4) Article Writing: How To Speed Up Article Writing With Simple Outlines
5) Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
6) Design Clarity: How to put sanity into your design with some really simple tweaks
7) Chaos Planning: How ‘Irregular’ Folks Get Things Done


1) Black Belt Presentation Series: How to completely control the room—without turning anyone off?
2) New! Online Membership Sites: How To Build A Powerful, Community-Driven Membership Website


 

 


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Do you often wonder if your home page, about us page or client
acquisition page is working at less than its full potential? These
three pages are critical to any website, and yet we often put the

content together on these pages hurriedly.

This is what Philip Riggs has to say about one of the books
in this series

“Would a person really need a whole book on home
page design?”

“Most websites put up some text about what the website is about, or
maybe some photos of products or services. It’s pretty simple to

set up a simple home page.

But I’ve been to too many of these websites that were so confusing
I didn’t know what to do. That was exactly what I didn’t want. And
while there are plenty of books on how to design the appearance of
a website, I wanted something that showed me how to design for

usability.

I didn’t realize how easy it is to make a home page confusing. I
also never thought about text-heavy home pages versus

graphics-heavy home pages.

The booklet shows three methods to make a website clear for a
customer to find what they need. And the three methods are easy to
understand and implement. They are presented very clearly and
supported with lots of examples to help the learner apply the

methods.

I would recommend this product to anyone who wants to better
understand how to design a solid home page that helps customers

find their way around and do what you want them to do.”

Philip Riggs
Fort Collins, USA


Introducing: Critical Website Component Series
Find out for yourself how you can spruce up the home page, about us
page and the sign up page. We deconstruct existing pages and then
in true Psychotactics-fashion reconstruct them step-by-step.

It’s now at a special introductory price. So have a look
right away.
http://www.psychotactics.com/website-secrets

Warm regards,
s-
P.S. Here is what Matthew Parker has to say about one
of the books

Here are three reasons why you should invest in this
book: ‘About Us’

 - You’ll be able to read it quickly.
 - All the suggestions are really clear.
 - It’s easy to implement the advice.
I would recommend this book to you no matter what kind of company run.
You’ll be surprised  how much you can benefit from it.”

 

Matthew Parker
Profitable Print Relationships, 
Wiltshire, UK

It’s now at a special introductory price. So have a look
right away.
http://www.psychotactics.com/website-secrets

 


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How To Prevent Dropouts In Courses (With Monkeys And Dinosaurs)

When I was in school, I wanted to learn the guitar. But Mr.Henderson wasn’t having any of that. He wanted me to learn to read music. He wanted me to pass the Trinity School of music exam. And I didn’t learn the guitar.

Then I moved on to university, and I ran into this guitar teacher. Again, it was the same problem. He wanted me to learn scales. And so I did, but then I soon gave up.

Do you see the problem?

Most of us have this idea of what we want to teach, and we have a system. The system may be weak or strong, but it’s our system. And then we impose this system on most people. Which is perfectly fine.

But this is also the exact point where things should be going right—and they can often go wrong.

Let’s take the cartooning course, for instance

The key element of cartooning isn’t drawing—it’s scribbling. Scribbling like you did when you were a child. Sure it’s a lot more controlled, but you still have to scribble. But guess what?

Participants on the course want to draw, and scribble. And so you build the course with work and play.

They get to do fun stuff, as long as they also do the assignment. And so just like they can scribble in the cartooning course, they can also write headlines about monkeys and dinosaurs in the headline course. And they can write without outlines (yes, horror) in the Article Writing Course. And they can try to sell some weird, funny object in the copywriting course.

You get the picture, right?

Because I didn’t.

Even when a student veered off into fun land, I would pull them back like Mr.Henderson. I’d want them to stay focused and on target. And even if I did initiate some fun activity, I’d promptly drop it after a week or two, because we had to “get down to business”.

And I didn’t realise how silly I was being until someone protested and protested a bit vociferously. The good part about this story is that I do listen.

But listening is like reading…

You can read something but unless it’s implemented, you haven’t done much at all. And so it’s important to go back and tweak all the new courses.

But what about the courses that are already in progress? Well, you tweak those too. Add that element of fun in the weeks to come. Yes, it’s a bit of work, but hey it takes work to create a bit of play.

And it’s important for the brain as well as for morale

When a participant is scribbling, they’re not just having fun, but they’re learning as well. A ridiculous headline is also as good a teacher as a perfectly serious one. An article without any structure is still like having a cafe conversation.

It’s not amazing in its sequence, but it works. Yes, the brain loves it and so does the group. When you’re looking through a sea of work, work, work, it’s so much fun to spot the funny headlines, the crazy scribbles etc. So the group loves it too.

But we all are a bit like Mr. Henderson

We love our scales. And we know it’s work. And important. But it’s time to have fun as well. We learn as much through play as work. And so go check out your courses. What can you tweak?

Do you see monkeys and dinosaurs in your course, yet?

You should, you know.


Top Selling Products Under $50


1) Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
2) Story Telling Series: How to suck your audience right in, in a matter of seconds
3) Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
4) Article Writing: How To Speed Up Article Writing With Simple Outlines
5) Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
6) Design Clarity: How to put sanity into your design with some really simple tweaks
7) Chaos Planning: How ‘Irregular’ Folks Get Things Done


1) Black Belt Presentation Series: How to completely control the room—without turning anyone off?
2) New! Online Membership Sites: How To Build A Powerful, Community-Driven Membership Website


 

 


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Do you often wonder if your home page, about us page or client
acquisition page is working at less than its full potential? These
three pages are critical to any website, and yet we often put the
content together on these pages hurriedly.

Well, “hurriedly” is the wrong word to use.
Instead we spend hours trying to get just the right content; just
the right look. And then, after hours, maybe days of frustration,
we put together something that seems right.

But is it really compelling?
Can it be more compelling?
What’s really missing? And is there a simple way to fix it–while
retaining your own voice, your own personality?

Introducing: The Website Component Series
Find out for yourself how you can spruce up the home page, about us
page and the sign up page. We deconstruct existing pages and then
in true Psychotactics-fashion reconstruct them step-by-step.


It’s an introductory price.
So have a look right away.
http://www.psychotactics.com/website-secrets

Warm regards,
s-
P.S. This product is very critical if you’re just sitting down to
write your pages, but it’s even more critical if you have these
pages up, and you’ll like to improve them to help you convert more traffic.

 


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How To Avoid Speed Bumps When Writing Sub-Heads

I used to live in an apartment block when I was growing up

And there were these twins: Wayne and Dwayne.

And as you’d expect, it was common for me to make a mistake. I’d call Wayne, Dwayne. And Dwayne, Wayne. And sometimes get it right, without knowing if I got it right or not.

Writing subheads for stories are a bit of a Wayne-Dwayne situation

You think you’re writing subheads, but in fact you’re writing a kind of headline instead. I say, kind of headline, because it’s not really a headline, but for the purpose of this exercise, let’s call them headlines and sub-headlines.

When you force a headline into the space meant for a sub-headline, it’s kinda like mixing up names. And mixing is bad enough, but it slows down the pace of the stories without wanting to do so.

Of course, this is all gibberish unless you see an example

But let’s start writing the sub-heads the wrong way to begin with. And let’s take a story like Goldilocks and the three bears.

Note: What follows is a story, not an article—we’ll deal with articles later. OK, let the story begin.

Once upon a time, there was a little girl named Goldilocks. She went for a walk in the forest. Pretty soon, she came upon a house. She knocked and, when no one answered, she walked right in.

Her stomach was growling

At the table in the kitchen, there were three bowls of porridge. Goldilocks was hungry. She tasted the porridge from the first bowl.

Now the fun part begins

“This porridge is too hot!” she exclaimed. So, she tasted the porridge from the second bowl.

“This porridge is too cold,” she said. So, she tasted the last bowl of porridge. “Ahhh, this porridge is just right,” she said happily and she ate it all up.

Size Matters

After she’d eaten the three bears’ breakfasts she decided she was feeling a little tired. So, she walked into the living room where she saw three chairs. Goldilocks sat in the first chair to rest her feet.

“This chair is too big!” she exclaimed. So she sat in the second chair. “This chair is too big, too!” she whined. So she tried the last and smallest chair. “Ahhh, this chair is just right,” she sighed. But just as she settled down into the chair to rest, it broke into pieces!

Nap Time

Goldilocks was very tired by this time, so she went upstairs to the bedroom. She lay down in the first bed, but it was too hard. Then she lay in the second bed, but it was too soft. Then she lay down in the third bed and it was just right. Goldilocks fell asleep.

The Bears Return

As she was sleeping, the three bears came home. “Someone’s been eating my porridge,” growled the Papa bear.”Someone’s been eating my porridge,” said the Mama bear. “Someone’s been eating my porridge and they ate it all up!” cried the Baby bear.

Did you notice what was happening in the sub-heads above?

They were being used almost like titles/headlines. One title announced that it was “nap time”. Another noted the “return of the bears” and so on it went, announcement after announcement. And that’s not what the sub-head is supposed to do. A sub-head is supposed to smoothen the path between the previous paragraph and the next.

So let’s take the story again, and this time chop off all the headlines/titles, OK?

Once upon a time, there was a little girl named Goldilocks. She went for a walk in the forest. Pretty soon, she came upon a house. She knocked and, when no one answered, she walked right in.

Her stomach was growling

At the table in the kitchen, there were three bowls of porridge. Goldilocks was hungry. She tasted the porridge from the first bowl.

Now the fun part begins

“This porridge is too hot!” she exclaimed. So, she tasted the porridge from the second bowl.

“This porridge is too cold,” she said. So, she tasted the last bowl of porridge. “Ahhh, this porridge is just right,” she said happily and she ate it all up.

Size Matters

After she’d eaten the three bears’ breakfasts she decided she was feeling a little tired. So, she walked into the living room where she saw three chairs. Goldilocks sat in the first chair to rest her feet.

“This chair is too big!” she exclaimed. So she sat in the second chair. “This chair is too big, too!” she whined. So she tried the last and smallest chair. “Ahhh, this chair is just right,” she sighed. But just as she settled down into the chair to rest, it broke into pieces!

Nap Time

Goldilocks was very tired by this time, so she went upstairs to the bedroom. She lay down in the first bed, but it was too hard. Then she lay in the second bed, but it was too soft. Then she lay down in the third bed and it was just right. Goldilocks fell asleep.

The Bears Return

As she was sleeping, the three bears came home. “Someone’s been eating my porridge,” growled the Papa bear.”Someone’s been eating my porridge,” said the Mama bear. “Someone’s been eating my porridge and they ate it all up!” cried the Baby bear.

As you can see, we didn’t need those sub-heads at all

The story ran just fine without any intervention at all. So does that mean we can write stories without any sub-heads? No, that’s not what we’re getting at. Instead, you should first look for the sub-heads in the next line itself.

Once upon a time, there was a little girl named Goldilocks. She went for a walk in the forest. Pretty soon, she came upon a house. She knocked and, when no one answered, she walked right in.

At the table in the kitchen, there were three bowls of porridge

Goldilocks was hungry. She tasted the porridge from the first bowl.

“This porridge is too hot!” she exclaimed

So, she tasted the porridge from the second bowl. “This porridge is too cold,” she said. So, she tasted the last bowl of porridge. “Ahhh, this porridge is just right,” she said happily and she ate it all up.

After she’d eaten the three bears’ breakfasts she decided she was feeling a little tired

So, she walked into the living room where she saw three chairs. Goldilocks sat in the first chair to rest her feet.

“This chair is too big!” she exclaimed. So she sat in the second chair. “This chair is too big, too!” she whined. So she tried the last and smallest chair. “Ahhh, this chair is just right,” she sighed. But just as she settled down into the chair to rest, it broke into pieces!

Goldilocks was very tired by this time, so she went upstairs to the bedroom

She lay down in the first bed, but it was too hard. Then she lay in the second bed, but it was too soft. Then she lay down in the third bed and it was just right. Goldilocks fell asleep.

As she was sleeping, the three bears came home

“Someone’s been eating my porridge,” growled the Papa bear.”Someone’s been eating my porridge,” said the Mama bear. “Someone’s been eating my porridge and they ate it all up!” cried the Baby bear.

And here’s an example of an article

Notice how the story mostly creates its own sub-heads. And all you have to do is let the story run as it normally would and then highlight the sub-heads when you move to a new paragraph.

I graduated from University in the spring of 1983 with a Bachelors in Technical Theatre. I began working building scenery at a couple of small theatres. One was called The Empty Space Theatre and the other was The Bathhouse Theatre. Both were on again off again sort of jobs… not really enough to live on. I was really hoping to get a full time job at one of them, but it was not working out. By the fall I was feeling frustrated.

Then in mid December I got a call from California

Richard, the Technical Director at the Berkeley Repertory Theatre had spoken to Jeff, who was the technical director for the Empty Space and not only did he offer me a job… he offered me the position of lead carpenter in the shop! It was a real job! I was thrilled and ready to start as soon as I could.

Except that he wanted me to start on December 26th

This was a bit sooner than I expected. My enthusiasm was treated to a bucket of cold water when I figured out that I would have to leave in a little over a week! I would miss hanging with my friends in Seattle for the holidays. It seemed a bit abrupt, but I really wanted the job, and I could see that the job market in Seattle was not working out. I told him I would do it.

I packed up my possessions into a one way U-Haul rental truck and headed out

See how David simply used part of his article to create the next subhead. The flow was already in place. He didn’t have to insert anything new. All he had to do was highlight a line to create a sub-head and that got the job done, and done well.

And that’s what you can do too, but let’s pull into the pitstop for a summary.

So what did we cover?

1) Putting in titles/headlines where sub-heads should exist is not a good idea.

2) A title/headline randomly put in creates an interruption, when you just want flow.

3) The way to create flow in a story is to simply use the flow of the story to create sub-heads.

It’s more than likely that we may find ourselves in this Wayne-Dwayne situation

But in time, I found out who was Wayne and who was Dwayne. And you too will see that a headline/title stays at the top of the story. And the sub-heads are located within the story itself.

When you do, you’ll see they’re different and the obvious will make you slap yourself.

I certainly did.

P.S. Do you have a question or comment? Write it here and I will respond.


Top Selling Products Under $50


1) Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
2) Story Telling Series: How to suck your audience right in, in a matter of seconds
3) Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
4) Article Writing: How To Speed Up Article Writing With Simple Outlines
5) Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
6) Design Clarity: How to put sanity into your design with some really simple tweaks
7) Chaos Planning: How ‘Irregular’ Folks Get Things Done


1) Black Belt Presentation Series: How to completely control the room—without turning anyone off?
2) New! Online Membership Sites: How To Build A Powerful, Community-Driven Membership Website


 

 


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The 6 Most Important Lessons In Marketing

1) Follow up.

2) Follow up.

3) Follow up.

4) Follow up.

5) Follow up.

6) Follow up.

How do I know this to be true?

Because recently we launched a book on Membership Sites. As is the norm, we give the best price to our members at 5000bc. We also let them know about the product a lot in advance. They read it in announcements, on the forum etc. So what price would your members choose to buy the product at? The lowest possible price or a higher price?

You’d be surprised at what you’d find…

Our logical minds would tell us that the lowest possible price is when you’d pick up a product. But that’s not the case. Yes, many members do pick it up at the member’s price. But at least 15% or more pick up the product/service/workshop at a higher price.

Now why would they do that?

We can’t say. And neither can you. Maybe they weren’t convinced. Maybe they didn’t read the earlier emails. Maybe they were on vacation.

Maybe—and the maybes don’t matter.

What does matter is that a reasonable number of buyers (and we’re still talking members here) do buy at a higher price, and on a later date. Which means that if we didn’t follow up, those sales may not have happened.

And this little insight shows you that if your closest, tightest band of followers aren’t paying that much attention after being reminded over and over again, how will the rest of your audience react?

Yup, you got it right

The rest of the audience is more skeptical, more distant and so yes, logically they would react much slower. The less connected your audience is to you, the more they’d hesitate to buy your product. And hence, if you don’t follow up, you miss the chance of getting the sale from this audience for sure.

But that’s not all.

When you miss out on a sale, you don’t just miss out on one sale

I recently bought a series on “how to draw trees, how to draw skies” etc. I bought that product about three weeks ago. Yesterday, I bought some more product from that very same instructor. So what are the chances that I’d buy the second series, if I’d not bought the first?

It doesn’t take much to guess that you don’t get to second base, unless you slide to first. And yet the first would have never got my interest if it wasn’t for the consistent follow up.

Which is all very fine in theory, but how do you follow up without being a pest?

Well, it depends. There are several ways of following up. Yes, the most effective way is to be direct and to the point. That means an email that says: “Announcing the book on XYZ…” is going to get far more response than anything else you can send to your list.

That single announcement that is pure sales and nothing else will get a far greater open rate than any other email. Yes, it’s salesy, but customers want to buy from you. So if you have something to sell, they want to see it.

But being direct and to the point continuously, isn’t the best of ideas

If you keep pummeling someone with sales offers, they’ll soon tire of you, and stop paying attention no matter how great your offer. You can however, follow up with other methods. E.g. a book excerpt. Or a few testimonials from clients embedded in your weekly newsletter. Or an interview where you talk about your book.

As you can tell, there are many ways to follow up for a single product

And you don’t want to do them all at once. The mistake that rookies make is that they send out the excerpt, the testimonials, the interview etc. all in one email.

Well, fine, so now what do you have left to send to you list, when you want to follow up? Not a lot, huh! So keeping the follow up sequence ready is pretty darned critical. And yes, make sure you create this sequence well in advance.

In advance?

Yes, in advance. When you’re first selling a product/service all your cylinders are firing. Yes, you may be exhausted from having to put the product together, put the sales sequence etc. but that’s the point when you’re most focused on your product.

If you put together the entire sequence—or at least six follow up steps, you’ll get those follow up steps out of the door on time. If you don’t, you’ll soon get distracted with taking a break or just launching something else, and your existing product will get bounced to a black hole on your to-do list.

So follow up:

1) Follow up many times. Six is a good starting point.

2) Even your best customers don’t pay attention the first time, or even the fifth time.

3) A great starting price is often not incentive enough. Your best customers are likely to buy even when the price rises, so keep at it.

4) If your best customers are not paying attention, ahem, guess how much more work you have to do for the rest of your customers.

5) So it’s one sale. Nope, it’s not. If you don’t make this one, you miss out on future sales as well.

6) You can indeed follow up without being a pest—provided you plan your sequence of follow ups.

7) If you front-load all your follow-ups in one email, you have nothing to follow-up with. So yeah, space them out.

8) Plan and put the follow-ups in place at the time when you’re most exuberant (and yes, most exhausted). It may not make sense to work when you’re so fed up of everything, but once the moment passes, it will be even harder to put any sequence together.

And that’s it

You now have the 6 Most-Important Lessons in Marketing.

Unless you follow up 9 or 10 or 15 times.


Amsterdam Brain Audit Workshop: 2 Seats Left!
Amsterdam Brain Audit Workshop

“Sitting at home and reading The Brain Audit is quite a journey.”

But getting to the workshop, well, believe me that’s quite something else. You will not only have the most intense learning experience, but also have the most fun you’ve ever had in a workshop.

Find out for yourself. Register today and let’s meet in June.
http://www.psychotactics.com/workshops/brain-audit-workshop-amsterdam

 


Top Selling Products Under $50


1) Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
2) Story Telling Series: How to suck your audience right in, in a matter of seconds
3) Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
4) Article Writing: How To Speed Up Article Writing With Simple Outlines
5) Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
6) Design Clarity: How to put sanity into your design with some really simple tweaks
7) Chaos Planning: How ‘Irregular’ Folks Get Things Done


1) Black Belt Presentation Series: How to completely control the room—without turning anyone off?
2) New! Online Membership Sites: How To Build A Powerful, Community-Driven Membership Website


 

 


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How Do You Decide On The Length Of An Article?

I don’t.

I create an outline.

And with the help of that outline I can usually write about 500-800 words.

Then I stop.

If the outline has a lot more elements then the article goes on forever

You can indeed write an article that goes deeper and deeper, but for the most part, you definitely want to stop around 1000 words—and without needing to count. Because the outline will do it for you.

So an outline like this will get me about 600 words

“First 50 Words”.
Why I get stuck.
How I use outlines to get stuck.
Why outlines help me in article writing.
How professionals use outlining in every field.
How much time do I put into my outlining?
But can outlining go awry?
Summary.
Next Step.

An outline like this gets me about 500

“First 50 Words”: Making a moussaka.
The stages involved—and how tiredness sets in.
How the same applies to article writing-causing a block.
How to side-step that block with separate stages.
Why the separate stages is just what the brain wants—and needs.
But I don’t have time to go through these stages.
Summary.
Next step.

But how can I tell which outline will send me spiraling vs. holding back?

If you look above, you’ll notice that both outlines are approximately the same points. So how do you know if one outline will get you 500 words vs. another that goes on for 800? That’s easy to answer.

If the concept needs little explanation, and is just making a point then you’re going to get in fewer words. Making a moussaka, building an article in stages etc, is not hard to understand. So it needs little explanation. All you’re really driving home is an understanding of how to change behaviour.

However, an article that has a lot of new elements in it, will require a lot more words

So if I were to do an outline like the above, but I’m explaining a concept like “consumption” or “yes-yes pricing” then I can’t just jump in. I have to bring in a bit of the concept, explain it and go into a fair amount of detail. This adds weight to the article and hence the article has between 200-300 words more.

The key to an article is never to worry about the length

Instead work to getting the message across as effectively as possible.

Most folks worry about length

I don’t.

I worry about the ability to keep the reader engaged.

If your reader feels your article is too long, then there’s a problem with the article. The reader should just flow from one point to another, one sentence to the other, never noticing whether your article is 500 words or 800 words, or 1200 words for that matter.

And then when the article is done, that reader should want more.

That’s the true benchmark of a great article.


Live Psychotactics Workshop in June 2013

Yes, The Brain Audit Amsterdam workshop is still on. And because we’ve moved to a different room at the Marriott, we still have space for 3 more participants.

A Psychotactics workshop is a learning experience that is a ton of fun and yet different. Find out for yourself at
http://www.psychotactics.com/workshops/brain-audit-workshop-amsterdam


Top Selling Products Under $50


1) Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
2) Story Telling Series: How to suck your audience right in, in a matter of seconds
3) Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
4) Article Writing: How To Speed Up Article Writing With Simple Outlines
5) Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
6) Design Clarity: How to put sanity into your design with some really simple tweaks
7) Chaos Planning: How ‘Irregular’ Folks Get Things Done


1) Black Belt Presentation Series: How to completely control the room—without turning anyone off?
2) New! Online Membership Sites: How To Build A Powerful, Community-Driven Membership Website


 

 


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Announcing: The Cartooning Course 2013 + The “First 50 Words” Course

May 4, 2013

On 12th May, two Psychotactics courses will be launched. You’ll want to read more about these courses, so here goes. 1) The “First 50 Words” Course 2) The DaVinci Cartooning Course 1) The “First 50 Words” Course You know how they say “first impressions count?” Well, they do. They count a heck of a lot. [...]

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How The Concept of “Isolation” Creates Increased Sales

April 30, 2013

I remember flying to Pittsburgh in the year 2004 It was a 7am presentation in front of about 40 people who I didn’t know. And who didn’t know me, either. And by the time the presentation was done at 7:45am, I asked the crowd a simple question. “How many of you would like to buy [...]

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