Announcing! Dartboard Pricing: How To Increase Prices (Without Losing Customers)

Trust the chef:  Dartboard Pricing Offer

Dartboard?
As in darts and a dartboard?

Yes, exactly!
If you go to a bookstore and buy a dozen books on pricing, you will find pricing is some incredibly sophisticated system. You’ll run into fancy and complicated pricing models that rapidly put you to sleep.

So is pricing simple?
Sure it is. You don’t need a book to figure out pricing. A simple dart board and some prices on the board would solve your problem in a matter of minutes.

The price itself is of little consequence
What matters is all the stuff around the price. And in this three-part book series, you’ll understand:

- The Psychology of Pricing (What Causes Us To Buy)
- The Method of Raising Prices (And The Mistakes To Avoid)
- Creating and Managing Price Expectations

There’s no sales page. 
There’s just a “trust the chef” offer. You want to take it now, before the prices rise by 28%. And yes, it’s fully guaranteed—in case the chef’s meal is not to your liking.

No boring pricing models.
No ugh complication.
Just a simple, step-by-step system that walks you through exactly what you have to do.

Here’s the page. Judge for yourself.
http://www.psychotactics.com/products/trust-the-chef/



Regards for a rainy day in Auckland
Sean


How To “Finish Your E-Book”: Prices Going Up 20%

 

How To Finish Your E-Book

Writing a book isn’t a pain.
Well, most folks would disagree.

Because writing has, traditionally, been a pain.

But the pain comes from structure. The pain comes from knowing
too much. Then, when you sit down to write, all the thoughts from
the past start pushing through the same door.

Your brain can’t deal with such an invasion

And so it shuts down. You sit there, upset with yourself. You figure
you’re the one to blame. That you don’t have the talent to write.
And sure, we’ve all been there, but it’s not true.

It’s never been true.

That’s because you can write an e-mail

You can make a forum post.
You can do a lot of things that involve writing. But the book, it’s
much too big, vast, and confusing for you–the writer.

This workshop isn’t about writing

This workshop is about the structure that helps you to write.
It’s the grammar of the language that helps us write e-mails, forum
posts and pretty much everything we do today. Without that grammar
we’re lost.

If you really are tired of sitting on your hands, this is the
workshop for you It’s the “Info-Products Workshop” (but really,
it’s about completing that book). Having said that, you can go on to
complete other information products too, using the same structure.

And prices go up by 20%

On 28th March, 2015, it’s up, up and away.
Grab your seat right away at http://www.psychotactics.com/dc

Warm regards,
Sean
P.S. If you’d like the home study, e-mail us and we’ll give
you instructions, but ideally make it to the workshop. You
get a double benefit. You actually get to see how “education”
and “learning” should be done–instead of information-overload.

You also get to meet Elmo. :)


Why Bad Testimonials Attract Bad Clients (And How To Avoid It)

How To Attract The Customers You Want

Nothing bugs you more than a painful client.
A client who hassles you at every step of the way.
A client who won’t pay on time.
A client who takes up so much of your energy that you get drained.

I used to have clients like that
And then at some point I stopped getting bad clients.
Every single one of our clients were helpful, kind and extremely co-operative.
Work became a joy instead of a painful exercise.

And after a lot of digging, I found out the reason for the change
Amazingly it was the testimonials. My Web site was like a mirror. When I had the “right” testimonials and the right “tone” to the testimonials, and of course the right “structure”, I started getting amazing clients.

So what’s the right tone and right structure?
Can something as basic as a testimonial make such a massive difference to your sanity and your cash flow? And is it possible that instead of just getting another testimonial, you’ll actually get an insight into how the customer buys, and their rationale for choosing you?

If you’ve ever struggled to get consistently good clients (or detailed testimonials for that matter) then you’ll find that this knowledge is more than just common sense. It’s a bit of strategy you can’t do without.

Judge for yourself at:
http://www.psychotactics.com/testimonialsecrets

Sean
P.S. Here is what Allen Weber has to say about this product


“It solved the problem of getting meaningful testimonials, without
needing to ‘bribe anyone’ for it”.

I have been using testimonials in sales letters, and on websites for many years. And I have given testimonials for products I love. I thought I knew a lot about testimonials: From the sugary sweet ones that say nothing bad to the ones that use Sean’s six questions he writes about in this book–which are really critical to get good, well, constructed testimonials from clients and/or customers. What I found while reading this book…well, by page 26–PAGE 26 itself–I already had a full sheet of notes on how to improve testimonials.

And as I continued reading, I found so many MORE new great ideas for getting testimonials–whether written, on audio, on video–and how to use them effectively. I was shocked, even a bit amused at how little I knew.

Utilizing the easy to understand, easy to implement information in this book should bring in far greater revenue. And even better, it solves a problem for me of how to get real, meaningful testimonials, doing it legitimately–and without making anything up, or needing to “bribe anyone”.

The best thing of all: I’ve learned how to get these testimonials long before anyone has bought the product!

Allen Weber
Jacksonville, Florida, USA

Judge for yourself at:
http://www.psychotactics.com/testimonialsecrets


Why Online Learning Can Reduce Your Implementation Skills

online learning skills

Turn on the switch in your room.
Did the light turn on?

Well, if it wasn’t for Michael Faraday, we may have still been in darkness

And that’s because way back in 1831, Faraday invented electromagnetic induction. Right until that point, the whole idea of electricity was more of a curiosity than a reality. And one of the reasons why Faraday got to this particular moment in history, is because he left home. But not just home, but the amazing job he had as a bookbinder.

Today we don’t think twice about books

But back around the 1800s, books were expensive and hard to find. However, Faraday had the fabulous luck of getting a position as an apprentice of a bookbinder. And for the next seven years, he read every book he could get his hands on, concentrating mostly on his first love—science.

In a way, Faraday was a bit like us today

With the Internet we have access to thousands of courses, webinars, reports and books at incredibly cheap prices. And yet most of us find it hard to learn skills as quickly as we should. And often it’s not for want of application. Some of us may be easily distracted but others are dedicated enough.

I sure was dedicated

Four years ago, I decided to learn watercolours. My next step was to invade the library. I brought home every possible book on watercolours and pored through them like Faraday. Then, because I was still hungry, I bought physical books and supplemented them with e-books. And yes, several online courses too.

And I painted

I filled up a page a day, every day of the year for three and a half years (that’s over 1000 paintings, if you’re counting). And you know what? I learned a lot. But then I did one course in Spain and my watercolours took a dramatic turn for the better.

Faraday did the same—and his life changed dramatically

While he was no slouch in the reading department, Faraday longed for a “live workshop”. He went four times to see speaking engagements of  Humphry Davy, the most prominent chemist at the time.

And then in a stroke of good luck for Faraday, Humphry Davy was temporarily blinded during one of his experiments. Faraday was called in to help as an assistant. And that was his “live workshop”.

Online learning is amazing, but you can’t depend on online learning alone

In fact, since 2006, we at Psychotactics have had clients who’ve loved our Article Writing Course, Info-product Course, Cartooning Course etc. And there’s not a doubt in the world, that online learning is extremely valuable.

And yet, a live workshop is a completely different and needed experience.

And we’re not just talking about workshops just from the client’s point of view. My wife Renuka and I travel over 10,000 miles to conduct workshops, because there are things you can learn offline that you simply cannot learn online. You can try and try all you want, but the learning is different.

It’s not a question of “or”. It’s a question of “and”

Both the online and live workshops are what’s needed. And yet most of us won’t make the journey. Of course we have our reasons, but one of the biggest reason is that we can get most stuff online, so why bother paying for the hotels, the stay, when we can get the comfort of a workshop in our homes? I don’t know about you, but every time I’ve left home, I’m not just leaving home.

I’m leaving the hassles of home too

No garbage to put out, no dishes to wash, no cat to be fed, no this and no that. For two whole days while I travel, I can think and work on my business instead of in it. And while I’m at the workshop, I have no distractions—well, fewer distractions anyway.

But all workshops are not created equal

In fact it’s easier to confuse the terms “workshop” and “seminar”. In my experience, a seminar is inferior to a workshop. You may have one or many speakers, but they all have their own ideas and it’s rarely a cohesive plan.

A workshop on the other hand has to be cohesive as you actually have to learn and then work on something. So given a choice, I will always choose a workshop over a seminar.

The second mistake is when you have no information in advance

If you’re going to get your notes to the workshop three seconds before the speaker starts to speak, you know you’re going to miss a lot. We don’t learn much the first time we encounter anything.

Remember how easy it is to drive a car? Remember the first time you sat behind the wheel?

A workshop that doesn’t send out notes at least a month in advance, is inferior because it’s not allowing you to prepare. Even a cursory preparation helps you to absorb the facts, and then go through them a second or third time around. In a “real” workshop, you’ll have done the ground work, and are ready to learn and implement.

Most people struggle for no reason

They don’t understand that to really get the benefit of learning, you have to do both—learn like Faraday at the bookbinder and then to leave and go into the real world scenario of a “workshop”. And we’re just a product of our times.

We like stuff to be home-delivered. And you know what? That home-delivery is good, but only for so long. You then need to get outside your comfort zone, do some due diligence and find a workshop that will teach you skills. This in turn boosts your confidence and I’d go so far as to say, boost your income as well.

Faraday was born in a poor family

For him a book binder’s job was the most incredible gift ever.
Yet he pushed beyond his comfort zone. He took the risks he needed to take. And he put that learning into practice.

Look around you at those you consider successful

Look around and you’ll find one thing in common.
They all did their home-learning.
But all of them left their nest.

Turn on the switch in your mind.
Did the light turn on?

—————————————————-

Announcing! Live US Workshop—May 2015

How To

How to create knockout information products that instantly separate you from the competition, and enable you to charge higher prices.
For more details click here: Information Products Workshop


Do you sometimes wonder if planning books are written just for the ‘organised’ people?

Chaos Planning Psychotactics
Organised people already know how to plan. They don’t need information like this. Yet most planning books are written without considering chaos at all.

Learn how the ‘Chaos Planning System’ is a radical, yet perfectly intuitive way to plan. And learn how to get things done, and take long vacations as well.
Judge for yourself: Chaos Planning System.


NEW! The Brain Audit: Why Clients Buy And Why They Don’t (Available in Different Formats)


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) Online Membership Sites: How To Build A Powerful, Community-Driven Membership Website


 

 


Six Courses Behind: Why I Refuse To Stagnate

beat stagnation

At any given point in time, I’m exactly like the next person.

I’m six courses behind.

Right now, I’m learning GREP (InDesign), Colour for cartoon scenes, Lighting and Shadow, Scrivener—and I just bought a new camera (the Fuji X100s). And yes, there are about 60 lessons of my Portuguese course that I still have to work through (I’ve completed 30). This means I’m a lot behind in my courses—at least six courses of about 18-20 hours each.

And yes, it frustrates me

I’d like to have finished the courses. I’d like to have mastered GREP and know all the buttons on that camera that looks like something my grandfather owned. And yes, I’m no newbie with Scrivener, but I’d love to finish that course, if only to find out what I’m missing.

And at this point in time, I remember. I have about six copies of Harvard Business Review to go through, and yes, at least seven books on my Kindle that I still have to read.

That’s when I look at my nieces

One is five years old. The other is ten. They have so much stuff to learn as well. Week after week they’re pummelled with maths, writing, spelling, reading, and it’s endless. Like every one of us they struggle, but they don’t think of the future like we do.

Even with an enormous amount of stuff coming up in the future, they’re taking it one day at a time. They don’t say things like “I haven’t finished my maths, so I won’t take on spelling”.

And we adults do just that

We believe in our silly, ideal world. A world where you start something and you finish it. Possibly even master it on the first sweep! We think we’re not going to spend on this course, if we haven’t finished that course.

We will not buy this book, if that book is not complete. Adults call themselves realists, but they live in a fantasy world where all the boxes are ticked.

No one is saying that you should be irrational

This is not a suggestion to go out and do seventeen courses, or buy twenty-three books, knowing that you haven’t finished any of the preceding ones. Yet, in this fast-moving world, you can’t afford to sit down and say: I’ve not completed this, so I won’t learn that. No, no, no, non, non, no! You want to be six courses behind, or five courses behind. Or even three! You want to be constantly learning, implementing and knowing that you’re going to be behind all the time, from now until forever.

That is the state of the human condition

Your to-do list is always in a state of “things to do”. We’re always behind, because if we were not behind, we’d be stagnant. And that’s precisely what I would feel if I had completed all my courses, read all the books on my list, learned all the languages I needed to learn. I’d be stagnating.

You have to dig your well before you’re thirsty

I bought myself a bunch of Moleskine books back in 2009. They’re expensive watercolour books, but they lay on the shelf for about two years and I never so much as opened the wrapping.

Then, one day in 2010, I suddenly decided to use them, slowly at first, but soon I got momentum. I started using up one book every couple of months (that’s 60 pages of illustrations). But my books were there on the shelves the moment I was just semi-keen to get started. So were my paints. And the same applies to the courses I buy, the stuff I do.

I’m always behind

Six courses behind.
Six magazines and seven books behind.
But you know what? I’m constantly striving to close the gap knowing I never will.

But it sure beats being stagnant, eh?
—————————————————-

Announcing! Live US Workshop—May 2015

How To “Actually” Finish Writing A Book

How To
Most of us would, at some point, want to write a book. It seem logical, doesn’t it? A book is a pretty cool achievement. It opens doors. It’s a marketing tool that boosts your credibility. It helps you to empower your clients–even expand your market.
So how do you write the book itself–without feeling frustrating? For more details–and to meet Elmo, go to: How To “Actually” Finish Writing A Book


Do you sometimes wonder if planning books are written just for the ‘organised’ people?

Chaos Planning Psychotactics
Organised people already know how to plan. They don’t need information like this. Yet most planning books are written without considering chaos at all.

Learn how the ‘Chaos Planning System’ is a radical, yet perfectly intuitive way to plan. And learn how to get things done, and take long vacations as well.
Judge for yourself: Chaos Planning System.


NEW! The Brain Audit: Why Clients Buy And Why They Don’t (Available in Different Formats)


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) Online Membership Sites: How To Build A Powerful, Community-Driven Membership Website


 

 


Announcing: US Live Workshop 2015

Announcing: US Live Workshop 2015

How To “Actually” Finish Writing A Book

Most of us would, at some point, want to write a book.
It seem logical, doesn’t it?

A book is a pretty cool achievement.

It opens doors.
It’s a marketing tool that boosts your credibility.
It helps you to empower your clients–even expand your market.

What I found, instead, surprised me…

When I finished my book, I got a sense of order. I got clear on
what I wanted to say. I had a system in place, first for myself.
The book, it seemed, would open doors, boost credibility, empower
and expand. It even brought in really good clients and revenue.

But most of all, I had a system

My first book, “The Brain Audit”, was a mishmash of ideas, until I
actually wrote it down in a structured way. That structure then
enabled me to improve my own work. I wrote better
sales letters, better e-mails, and most of all I could spot the
gaps. Before I had a system in place, it was a bit of hit and miss.
I’d put in some stuff and leave out bits.

Then I’d wonder why things didn’t work out like they should.

But the moment I had the book complete, the system clicked in
place

Sure, I called my first book “The Brain Audit”, but in reality
every book turns out to be a form of audit. It’s a checklist
encapsulated in a whole bunch of pages. Pages that
need to make sense to yourself, first. Then the reader. Without
“The Brain Audit” we’d struggle in our own business a lot more than
we needed. The writing of the book itself–that was the most
frustrating, yet most rewarding thing I’d ever
done.

And yet, the frustration is a waste of time

The reason why we’re frustrated, is because of the belief that if
you have the knowledge, you’ll be able to put it together somehow.
That’s a bit like having the ingredients for a dish, and hoping
you’re going to be crowned the winner at “Masterchef”.

Putting together a book without a “recipe” is an exercise in madness
We all know this, because at some level we’ve all tried it. We may
not have gone into book-writing land, because we’ve been so busy
just trying to get an article off the  ground.

And yet, writing has a structure, a skeleton, a system

When you follow that system, you’re able to assemble the
information in a way that not only makes sense for you, but also
for your client.

Today’s world is cluttered with books that readers
never complete. And that’s because a powerful book is based
on the elements of “consumption”. Without understanding
consumption, a book is just a mass of endless content–just like a
squillion books out there.

Spinning is not an option

It’s pointless to struggle and spin endlessly when there’s already
a system in place. And a workshop is the answer, precisely because
you have to travel. You have to put off doing work for those three
days. You get to focus, instead of being distracted by all the
stuff that invades your day. For three days, you talk, breathe,
drink and eat the system.

Then you implement

This is not a chatter-blah-session. The notes are sent in advance.
You get ONE speaker, that’s me. And I speak for a third of the
time. Two thirds of the time, you get to actually do stuff. And
better still, you don’t even have the claustrophobia of the meeting
room.

Most of the outstanding stuff is done outside the room,
over drinks at dinner–and if there’s a pool, by the pool. Because
when you think about it, you don’t learn very well at a desk or
being chained to a seat, do you?

To actually finish a book you need structure

You need to understand consumption.
And that’s when you can put your own system together.
Yes, there’s credibility, empowerment, expansion and all the good
stuff. But most of all you have a system that sends a quiet tingle
of happiness down your spine.

That’s the real victory.

Yes, there’s an important condition…

Come join us, but be aware that you need to have read The Brain
Audit in advance. Yes, it’s a barrier. But it ensures that we have
clients that are truly interested in learning and improving their
business. You can buy and read The Brain Audit at any point before
the event, but we will not accept you if you have not read
The Brain Audit. There are no exceptions to this rule.

For more details–and to meet Elmo–go to:

http://www.psychotactics.com/dc

Regards

Sean D’Souza


Why It’s “Dangerous” To Sell Products/Services With Benefits Alone…

benefit selling products

You know Dasher and Dancer
And Prancer and Vixen,
Comet and Cupid
And Donner and Blitzen.
But do you recall…
The most famous reindeer of all?

Sure, we’re talking about Rudolph

And notice how they talk about the “red nose” as Rudolph’s “problem”. And how that enabled Santa to use Rudolph as a guide to his sleigh, because of that bright red nose.

But think about it for a second: was the nose always a solution? No it wasn’t, was it? It was a problem. Right before Santa figured out that the nose would stand out on a dark night, the nose was proving to be a real pain. It stood out; the other reindeer jeered.

And yet, without that problem standing out, Santa would never have spotted Rudolph.

The same concept applies to your marketing

You may believe that your product or service solves an obvious problem. And so you don’t bother to talk about the problem, preferring instead to slide right into the solution; the benefit. Yet, that bypassing of the problem and getting right to the solution causes customers to miss the point.

Let’s say you’re selling a product that allows you to send personalised cards to loved ones

Let’s just say you’re a brand new service, and the cards aren’t anything like the cards you see in the marketplace. Instead of being generic, you can actually put in your own words, and in your own handwriting.

You don’t have to lick the stamps or even mail the card—it’s all done for you. So where’s the problem? There is no problem, is there?

The client can clearly see the solution, can’t they?

Yes, they can. But let’s just change the scenario for a second. Let’s now assume that there’s not just a single card service in the market. Instead, there are 8000 other card services doing approximately the same thing.

Now your business doesn’t stand out with just the “solution”, does it? Now your business/product/service looks exactly like the next one. Just touting the “solution/benefit” isn’t helping to get customers to buy from you.

And this is why the “problem” is critical to get the customer’s attention

Our business may start out working in a vacuum. But soon enough competition creeps up and within next to no time it’s a full on onslaught of competitors. The only thing that separates you from your competition is the way you describe the “problem”. And in the book, “The Brain Audit”, the method of how to get to the problem is clearly explained.

You don’t just dream up the “problem”

Instead you use the concept of the “target profile”. You speak to a single customer—not an audience—a single customer. They then tell you what they see as the problem. You then put that problem up and centre on your sales page, your brochure, your presentation. And then others with the same problem relate to it instantly.

Let’s take an example, shall we?

Let’s say you’re buying a camera, shall we? The solution for a camera is pretty darn easy—all you’re doing is taking photos. So there you are with your budget for this fancy camera with a zoom lens and all the bells and whistles. You have dozens of Nikon, Canon, Leica etc staring at you in the face. Instead you pick on the Fujifilm x100s. So why did you pick on that one?

It takes amazing low light pictures, that’s why

The problem with taking pictures is that your best pictures are often at dawn and dusk—not in the bright, harsh glow of the day. You may also want to take pictures at parties, and weddings and all those special occasions. And now you reach for your fancy camera and guess what? You need a flash.

That clunky add-on flash that weighs a ton. And you need to bump up the ISO (yes, technical term) way up, so you end up with grainy pictures. Yet, if you look at the Fujifilm x100s, you don’t need that crummy flash. In many cases, you don’t even have to bump that ISO (yes, technical term again) very high. You get crisp, yummy pictures in incredibly poor light.

Fuji x100

The Fuji x100s—my favourite camera.

I made you feel like buying a camera, didn’t I?

You had no intention of buying a camera, let alone the slightly expensive Fujifilm x100s. And yet, the description of the problem first—yes, long before the solution, made you feel like your next camera needs to somehow be the Fujifilm x100s. You noticed the solution only after the problem was brought out in great detail.

Too many of us expect clients to work out the problem

We think clients are smart—and yes they are. But they’re also busy; also inundated with far too many offers; far too many options to choose from. So when someone like you comes along, brings up the problem, then describes the problem, you are now creating that hook that a client will latch on to.

But this “problem” isn’t just a marketing issue alone

It’s a biological issue as well. When we deal with “solutions/benefits” our heart rate may go up, but only marginally. Think of a cup of coffee for a second. That warm cup of amazing coffee calling out your name.

And your heart rate goes up, doesn’t it? Now think of reaching the cafe and finding they’ve run out of coffee. Instantly your heart rate goes up. There is no cafe, no coffee, and no one has run out of anything—this is just a theoretical exercise, but your heart rate went up nonetheless.

This is the power of the problem

If you depend on the solution alone, you’re making a pretty big mistake. You’re allowing your clients to not feel this increase in heart rate. You’re assuming they will choose you instead. And yet, Santa didn’t choose Prancer. Or Blitzen. Not even Dasher or Vixen.

He chose the reindeer that had the “problem”. But he had to work it out. And you can bet that your busy client has no time to “work it out”. If you don’t do the work for them by highlighting the problem, they may just end up buying the product/service from the competition.

Your product or service can’t be just any ol’ reindeer

It has to stand out. And the best way to stand out is to get to a “target profile”, speak to that person, and get that person to give you the “problem” they’re facing—and yes, how you can solve that problem for them. You then take that information and put it on your product, your sales page, your marketing material. And that will make you stand out from the other “reindeer”.

Be Rudolph. Be the Fujifilm x100s. Stand out with the “problem”.
It’s the best way to get—and keep—the attention of the client.

Announcing! How To “Actually” Finish Writing A Book
Live Workshops 2015
April 2015: New Zealand
May 2015: USA


Do you sometimes wonder if planning books are written just for the ‘organised’ people?

 Chaos Planning Psychotactics
Organised people already know how to plan. They don’t need information like this. Yet most planning books are written without considering chaos at all.

Learn how the ‘Chaos Planning System’ is a radical, yet perfectly intuitive way to plan). And learn how to get things done, and take long vacations as well.
Judge for yourself: Chaos Planning System.

 


NEW! The Brain Audit: Why Clients Buy And Why They Don’t (Available in Different Formats)


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) Online Membership Sites: How To Build A Powerful, Community-Driven Membership Website


 

 


How A Single Book Turned Our Business Around

How To Write A Book Workshop

In 2000, I just moved to New Zealand.

I didn’t know a soul in Auckland.

I hadn’t even been to New Zealand before.
And to top it off, I ditched my cartooning career to get into marketing.

Getting work wasn’t easy

Who would trust an ex-cartoonist to do their marketing? Was I even able to trust myself? I felt like such a fraud. And yet, after a presentation–a short, rambling presentation, one of the audience members asked me to give her the notes.

I had no notes

But she was persistent. So I sat down and wrote the first version of The Brain Audit. It was just 20 pages long. 16, if you remove the filler-stuff. But it was my first book. Imagine the thrill, when I spoke at other events, and people were buying this book.

Except it wasn’t a book

It was an e-book. And it was 2000. An age when people barely dealt with e-mail, let alone read a book on their computers. And yet, the book brought us clients.

At first, just local clients. Then it spread to the U.S., Canada, Australia, Japan. That tiny little book grew in stature (and pages–it’s now 180 pages). And to date, that book has generated over half a million dollars in revenue. Yes, one book!

$500,000 isn’t something I’d dreamed of earning for a single book…
The money is nice. It lets us live well, travel, take three months off every year. But it did so much more for me.

It helped me organise my thoughts–make it a system.

It helped me avoid toxic clients. And get clients we could go to dinner with, instead. It helped me open doors. A lot of doors. And generated a sizeable revenue over the years. And most importantly, it proved that I could do it.

Today we sit at a juncture of pure chaos–and opportunity

When we look at the marketplace, everyone seems to be an “expert”. And yet, you only have to read the first few pages–or maybe the first chapter–to figure out the experts from the run-of-the-mill.

Because customers are being swamped with so much junk, they want to shop around a lot less. They want to find a trusted source and then stick with that source. A customer like that, becomes a client. Buying any books, courses, workshops and consulting from you. But for this to happen, you have to be able to construct the book in a way that’s consumable.

People are sick of junk, yes, but they’re more sick of mountains of junk

When you learn to write a book following a structure of “consumption”, it’s a lot like a dinner. Where you start, and finish and come back for more. Instead, many books are so
overwhelming that the customers never finish, never coming back for more.

The more they come back, the more they ask questions

The more questions they ask, the more answers you can give. This in turn creates content for more books, more courses, more consulting.

In short, close to the perfect business!

There’s no such thing as perfect, but getting a book together is the closest thing to starting down that line. Your thoughts are clearer. Your clients are nicer. You do stuff that you really want to do, instead of the same boring stuff.

The Brain Audit was my first book

I gave it my all. 20 pages was my whole world. I didn’t know if I’d write another book. But I learned how to write books, conduct workshops, do courses and get consulting gigs. In fact, we got so busy that we didn’t even have to do consulting by 2003. In just three years, we were moving away from things we “had to do” vs. things we wanted to do.

The workshops at Silver Spring-US and Auckland-New Zealand are an invitation to enter the world of structure. A world where consumption matters. It’s not where you learn to write, but rather how to take the information you have in your head, and structure it in a way that it gets read, listened to, absorbed. Besides, it’s fun. A heck of a lot of fun.

One speaker.

One topic.
Actual implementation, instead of blah-blah.
You know you’re ready, but judge for yourself.

We’d love to meet you there. And oh, you get to meet Elmo! ;)

Silver Spring, UShttp://www.psychotactics.com/dc
Auckland, New Zealandhttp://www.psychotactics.com/workshops/auckland/

Regards,
Sean
P.S. Eight seats are gone already. That’s about a third–and so far we’ve only announced it to a few clients. The remaining ⅔ may not last long.

P.P.S. Not everyone is allowed to the workshop. You have to have read The Brain Audit before the workshop. If you have, that’s cool. If you haven’t, then it’s a requirement before the workshop. You will also get the entire workshop notes a whole month in advance.


Why Gravity Wins And How To Break Free Of It

Gravity Wins

Gravity.
It’s working against me.
Gravity.
It’s trying to bring me down.

Twice as much ain’t twice as good.
And can’t sustain like one half could.
It’s wanting more than brings you to your knees.

Exactly.
Gravity is a pain.
It also happens to be a boon.

If you let it, it will take over your life. You’ll never change, never take off, never see the clouds from above. And so, fighting gravity is a part of what we need to be. When we learn something new; when we do a course that puts us even more demands on us; when we take on a new challenge, it’s all about the war on gravity.

I went through this exercise myself about a month ago

My life is very, very good right now, but that doesn’t mean that I can’t secure it in a different way. And so we decided to make some big changes, including upgrading the software of our websites, next we work on the design and then we work on the direction.

All of this is like fighting gravity. It’s a ton of work on top of the work you’re already doing. As if that were not enough, I’ve signed up in a course to learn more about photography. And another one to learn about InDesign and the possibilities. All of it sucking up time, money and resources.

The world is split up into two kinds of people

The excuse makers and the non-excuse makers. A client of mine has a brain issue. She has this growth in her brain and in a while, not very far in the future, it will affect her life in ways she can’t imagine.

Even now, it’s affecting her. She finds herself making crazy comments that embarrass her, and everyone in the room. She finds herself doing things that are weird. So there’s a gravity pushing against her at high speed.

So what does she do? She learns cartooning. She takes on a blogging course and learns to blog. She’s not an excuse-maker. She’s not part of the whiny, “I’m sick, I’m busy, I’m tired” brigade.

We’re all tired, we’re all busy

But the non-excuse makers realise that gravity is a great competitor. And if you and I make excuses, gravity wins. You stay rooted in one spot. This is why people achieve little or nothing. You can’t be anything but relentless against gravity. But just piling on the work isn’t going to help either.

It’s about a sort of forward-management of learning, improving, changing your situation for the better. As the song says: Twice as much ain’t twice as good. And yes it’s not twice as good, if it’s a permanent feature in your life. If you’re always overworked, you’re doing something wrong.

If you always have to whine and complain, you’re doing something seriously wrong.

So how do you get twice to one half?

That’s the irony of gravity, isn’t it? If you fight long and hard against it, you can pull away high enough. So when you’re learning a skill, it’s pure madness. You struggle like crazy. So when I first started to write articles, it was sheer torture. Two whole days of torture.

And at the end of those two miserable days, I couldn’t even tell if I would have an article that was solid; an article that would empower my audience. All I felt was drained and frustrated. And now, just this morning, I’ve written two articles. And I wrote one yesterday and the day before. I also wrote a 40-page book last week complete with illustrations and graphics.

You can tell, can’t you? I’ve pulled away from the forces of gravity

I’m in the one-half zone. Maybe even in the one-sixteenth zone. Instead of battling it out against article writing for 16 hours, I can do better than before in less than an hour. And this is gravity in a nutshell.

Gravity doesn’t care. It continues to pin you and me to the ground. We can whine. We can complain. We’re sick, we’re tired, we’re busy.

And whining is the symptom that you’re losing the battle against gravity

Whining is a sure-fire way to know that you’re on the wrong side of the fence. And the problem with whining is that it’s become such a habit that you use it as a crutch, to get sympathy. To tell yourself you’re okay. To let others feel sorry for you.

And people don’t feel that sorry if you’re a perpetual whiner. They understand how gravity works, and they understand they’ve got to win their own battle against gravity. If you stop the whining and get on with the battle, they’ll help you too.

Are you a whiner?
Or a gravity-fighter?

Gravity, it’s working against me.
Gravity, it’s trying to bring me down.

Gravity, stay the hell away from me
Gravity has taken better men than me (how can that be?)

——-

Gravity
Writer(s): John Mayer, John Clayton Mayer
Copyright: Sony/ATV Tunes LLC, Specific Harm Music, Goodium Music, Reach Music Publishing-digital O.B.O. Goodium Music

——


How do you get meaningful testimonials, without needing to bribe anyone for it?

 Testimonial Secrets Bonus Video

“Utilizing the easy to understand, easy to implement information in this book should bring in far greater revenue. And even better, it solves a problem for me of how to get real, meaningful testimonials, doing it legitimately-and without making anything up, or needing to “bribe anyone”.

The best thing of all: I’ve learned how to get these testimonials long before anyone has bought the product!”

Allen Weber
Jacksonville, Florida, USA
Judge for yourself: Testimonial Secrets


NEW! The Brain Audit: Why Clients Buy And Why They Don’t (Available in Different Formats)


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) Online Membership Sites: How To Build A Powerful, Community-Driven Membership Website


 

 


Announcing: How to join 5000bc (Without Being On The Waiting List!)

5000bc is the membership site of Psychotactics
And from Tuesday 10th February to Saturday 14th February 2015,  you get the chance to join (without being on the waiting list). The last time we opened up the waiting list was over four months ago.

Yup, long time ago.

But how do you know if 5000bc is the place for you?
You read the testimonials. Do your due diligence and read the testimonials and you’ll see for yourself why our members join–and more importantly why they stay. And how you can be part of that select group as well.

The doors are open for a few days.

Have a look and judge for yourself.
http://www.psychotactics.com/5000bc

Warm regards,
s-


Is The Four-Hour Work Week A Waste Of Time?

Four Hour Work Week

I don’t mow the lawns. I outsource it.

I don’t do my accounts. It’s what keeps my accountant in business. I bake my own bread, cook my own food, but at least half of the time it’s all outsourced. In fact, when I think about it, a good chunk of my life is outsourced.

I don’t build my own computers, code my own programs, generate my own electricity. I didn’t even bother to weave my own carpet. So yes, you could safely say that outsourcing is a good part of my life.

What I don’t outsource is magic.

And magic, that takes a lot more time and effort.

So what is magic? And how do you create magic?

If you are on iTunes:
http://www.psychotactics.com/create-magic

If you’re not on iTunes
http://www.psychotactics.com/four-hour-work-week/

Have a great weekend.

Warm regards from summer
Sean
P.S. The Three Month Vacation Podcast isn’t about making endless amounts of money, working like a lunatic. Instead it’s about how to really enjoy your work, enjoy your vacation time-and yes, get paid in advance. To get all the podcast visit: Three Month Vacation

 


Why Stories Are Great For Sales Copy

Why Stories Are Great For Sales Copy

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable, and both – as young college graduates are – were filled with ambitious dreams for the future.

Recently, these men returned to their college for their 25th reunion. They were still very much alike. Both were happily married. Both had three children.

And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

But there was a difference. One of the men was manager of a small department of that company. The other was its president.

What you just read was the story used for a sales letter that is rumoured to have generated between $1 billion-$2 billion in revenues for the Wall Street Journal.

So what makes this letter so dramatic?

Well, it’s clear isn’t it? It’s a story. And a story helps dramatise an event in a way that mere “sales” words may not. A sales letter may just spit out benefits, problems and solutions. But a story can bring in emotion and sequence in a way that gets your attention. So the question does pop up quickly: Should you use stories for all your sales letters?

And the answer is, it depends

A story works very well to get the reader’s attention. But you need to be clear at the start what you’re trying to achieve as well. And you use a story to:

Create a point of difference

Get attention

Create emotional tugs

Make the product/service easier to explain/retain

Let’s start off with: create a point of difference

It’s often hard to know the difference between one product and another. For instance, let’s look at The Brain Audit. It’s a book about customer behaviour. This means that you, as a casual browser, can’t tell the difference between The Brain Audit and just about any book or product on or off the Internet.

This also means that if you were simply browsing for marketing-type books in the store, you couldn’t tell between one book or the other. This concept also applies to services, of course. You still have to stand out from your competition. This is where the story element helps tremendously. In a world of me-too, products and services, the story becomes the point of difference, because of the way it’s being told.

So when we look at the story above about the two men who graduated from college, we see that the story causes us to react differently. Now we aren’t looking at yet another financial newspaper. We’re looking at the Wall Street Journal vs. other newspapers. But that’s not the power of the story alone.

The story also gets and keeps your attention

The moment you have a story, you have a natural sense of a movie rolling out in a sort of sequence. Two men, did something, then they did something. Then they reached at some point in the road. That flow is part of almost every good story (yes, there are crappy stories too). And when you read the analogy of The Brain Audit, you realise that there’s a story in it.

The bags come out on the conveyor belt and all six red bags show up—but one, just one is missing. You may call it an analogy, but it’s a well-crafted story. You’ve been there at that airport. You know that there’s that possibility of your bag going missing. It’s not just a random analogy.

It’s a story that you’ve thought about, even if you haven’t experienced it personally. The flow of the story gets and keeps your attention. But there’s the third element: creating emotional tugs

So how does the story create emotional tugs?

You’ve already worked this out yourself, haven’t you? You can see how you feel aligned to the guy who’s the president of the company. You feel his success. You feel the sense of “failure” at the second guy who just managed to become the manager.

Most stories have a core emotion factor. And just by telling the story, you stop the customer’s brain from going down the logic route and right into the emotion and feeling. The emotion doesn’t have to be positive. It can be negative like in The Brain Audit.

Losing the bag is not something you want to experience, but experience it you do, if only through the words in the story. Those emotions are very powerful because they creep in below the layer of logic; they force you to pay attention.

This of course, takes us to the fourth point: Make the product easier to explain

When you’re selling something, you think you’re holding the other person’s attention with words like “service”, “better product” etc. If you watch closely the customer is trying to find some cafe to duck into while you’re not looking.

But you rattle on. If on the other hand you start with a story, that very same customer stops and starts paying attention. But right after you’re done with your story, that person is able to do something magical.

They’re able to repeat the story to someone else almost without any dropout. So you can, after a single reading, tell someone else the “two men who graduated from college” story. Or you can tell them the “seven red bags” story.

So yes, the story becomes not just a point of difference, or gets attention, but it also makes the product a lot easier to explain—and retain. And yes, let’s not forget that emotional tug.

But can you use stories in every product or service you sell?

Well, technically you can. Should you do it all the time, is a difficult question to answer. If your product is very me-too, it’s almost imperative that you use a story or analogy to differentiate it from the rest. So when Steve Jobs first introduced the MacBook Air, his method of using the Manila envelope was critical because it’s hard to wow people when one thin laptop looks just like another thin laptop.

It’s the story/analogy that made the difference.

However, if you have a strong point of difference, that alone may do the job. For instance we have the Article Writing Course which is the “toughest writing course in the world”. Well, that doesn’t need a story on the sales page. The difference is clear from the very start.

Start with the difference

If your product/service is very me-too, you’re going to need a point of difference.

If you don’t have a very clear point of difference, reach for the story.

It’s the key to getting your product/service to becoming “president” instead of just another “manager”. wink


How do you get meaningful testimonials, without needing to bribe anyone for it?

 Testimonial Secrets Bonus Video

“Utilizing the easy to understand, easy to implement information in this book should bring in far greater revenue. And even better, it solves a problem for me of how to get real, meaningful testimonials, doing it legitimately-and without making anything up, or needing to “bribe anyone”.

The best thing of all: I’ve learned how to get these testimonials long before anyone has bought the product!”

Allen Weber
Jacksonville, Florida, USA
Judge for yourself: Testimonial Secrets


NEW! The Brain Audit: Why Clients Buy And Why They Don’t (Available in Different Formats)


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) Online Membership Sites: How To Build A Powerful, Community-Driven Membership Website