Special Offer: Website Components-How To Create Compelling Pages On Your Website + Special Bonus (Valued at $45)

When you buy Website Components-How To Create Compelling Pages On Your Website on the  13th, 14th, 15h or 16th December 2014, you’ll also get–’How  To Maximise The Power Of Bonuses’ (worth $45) absolutely free.

Website Secrets Special

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.

And the Special Bonus: How To Maximise The Power Of Bonuses
In this 40 page booklet you will learn
- The Psychology of Bonuses
- How to Find your Bonuses
- How to Create a One-Of-A-Kind Bonus
- How to Avoid the Bonus Trap
- Why Unbundling Makes a Big Difference to How your Product is Perceived.
- And more…

Judge for yourself at: http://www.psychotactics.com/website-secrets

Warm regards,
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.
Judge for yourself at: http://www.psychotactics.com/website-secrets

P.P.S. This special offer is only valid until 16th December 2014. Have a look
and make a decision based on what you read.

Announcing: “Three-Month Vacation” Podcast–Now Live!

Two weeks ago, you signed up to be among the first to receive notification of the “Three-Month Vacation” podcast.

And I, in turn, set out to create something quite magical.

It’s a podcast that’s so thoughtfully put together, that you’re instantly going to see the difference between just “another” information podcast and the “Three Month Vacation”.

Each episode of 15 minutes, takes between 2-3 hours to produce, to make sure that you absolutely fall in love with it.

So here’s the link:
The Three-Month Vacation Podcast

Can you please do the following?

1) Subscribe to the podcast.
2) Leave a review

The first week or two of a podcast launch is critical, if we are to make it to the “New and Noteworthy” section of iTunes, and your review (and subscription) will be most appreciated. You can do this from your phone or your computer. And here’s a graphic, if you need any help.


Warm regards,
Sean D’Souza
P.S. I’ll be uploading transcripts + other goodies over time.
The podcast are always designed to dig deep on one topic, rather than overwhelm you. But for now, if you could really pitch in, I would appreciate it. Once again, the link is:
The Three-Month Vacation Podcast

Positioning: The Difference Between Painkillers and Vitamins



Think about your transaction with Starbucks.
You’d think we go there for a coffee, right?

But a coffee could be considered a vitamin-kind of business

You know how vitamins work, right? You are told to take your vitamins. But you can’t always see the results of all of that pill popping. And you can’t even tell if it’s all nonsense, or if it really works. So vitamins become an interesting, yet seemingly weird exercise.

Now compare that with painkillers

Painkillers aren’t a nice-to-have. And when you look around you, you see companies that are vitamin-like. And those that are pain-killers. Starbucks is a decent example. It’s not exactly healthy to drink a ton of coffee, and it’s expensive.

Two tall lattes a day could push up your calories by about 160,600 calories a year. And it’s expensive on the wallet too, heading close to about $3000 a year on coffee alone.

So how does Starbucks make this very expensive vitamin-based exercise into a painkiller?

Painkiller industries are those you can’t do without

This means that the more hooks you get into the customer, the more they’re likely to want to come back time and time again. And Starbucks, at the very core, provided the greatest hook of all: the place to sit around away from home and from the office.

While cafes like Starbucks are a plenty today, the reason they first took off was the space you couldn’t do without. The coffee was better than any other place, or at least different, but it was also the place that provided the painkiller. You were free from the chaos, if only for 15-20 minutes.

While Starbucks was a point of refuge for folks in the West, it’s seen as a point of status in the East

In China, coffee is a bit of a non-entity. For thousands of years, the Chinese have stuck to their tea leaves. Over 70% of the hot drink market is still very much centred around tea. But coffee consumption is growing at 25% per year.

The key to that growth is the young and the trendy. The cafes are where the younger folk hang out. There’s a pain with not being trendy, and so the younger generation flock to cafes.

So what we notice is that there’s a very fine line between vitamins and painkillers

The line lies in the positioning of the product or service. If positioned as a nice-to-have, the product or service may lose traction.

When positioned as a painkiller, the product soon becomes indispensable. The concept of painkiller is tied directly to frequency of consumption. The more you consume, the more you will consume in future.

This means that a coaching service like improving your golf game is a vitamin or a painkiller

And this totally depends on the way you’ve positioned your service. If it’s just about you getting out there and improving how you whack that ball over the green, then it’s fun. It will get you back every now and then.

But if positioning is different, the very same service becomes a painkiller. If the service is positioned as “never losing face in front of your buddies”, it’s now far more competitive, far more interesting to you as an individual.

And this painkiller issue doesn’t prop up when we’re trying to sell our own products or services

As business owners we definitely want to improve the sales of our products or services. So we sit down at our desks and come up with some mundane issue like “getting more customers” or “making more profits”.

And yet, this issue is quickly killed by talking to a client. That client yes a real person (called the “target profile” in The Brain Audit) is instrumental in expressing the difference between a vitamin-based product and a painkiller.

So let’s take an example

When I first started selling the Article Writing Course as a service, my sales pitch was about “writing quickly” or “writing well”. That’s a vitamin. It’s a nice to have, but it’s hard to convince a person to slog for three months to write quickly,or well for that matter.

Then I spoke to the target profile. And the headline morphed into: How to stop knocking on client’s doors, and get them to call you instead. (Learn why articles do a far superior job of attracting the clients you want, and how the right articles make you the expert in your field).

At this point it was no longer a vitamin—it was a painkiller

Most of us detest having to go into yet another meeting to get a client. We hate the marketing, the endless door knocking and it drains us of our energy. Having a client come to us seems like a dream come true.

And to have not just any ol’ client but clients that are perfect matches for you, is almost too good to be true. Now the service isn’t just skirting the issue of vitamins, it’s a must-have. Which is why even though the Article Writing Course is billed as the “Toughest Writing Course in the World”, and is priced well north of $2,500, it sells out in an hour, sometimes less.

The pain is so great, that the client feel compelled to reach out for that painkiller.

But isn’t this a bit over-the-top persuasion?

The reality is that we as humans make decisions based on intense need. We don’t form habits based on some future scenario.

This is why, for instance, if a comet were hurtling toward the planet in 2200, we’d be doing nothing. But if that comet was headed here in 10 years, we’d be working our tails off trying to find a solution to deflect it back into space.

Starbucks took what was considered to be a vitamin and turned it into a painkiller

By creating a need for the space, they created a habit. A habit that’s extremely hard to break, no matter how expensive in terms of calories or dollars. And it’s why we go back time and time again.

This insight of positioning your product correctly doesn’t come from sitting at your desk writing endless headlines. It comes from meeting the client and conducting the target profile interview.

Every product or service is both a vitamin and a painkiller.

Painkillers work better.

Launching Soon! 

The Limited Edition Cartoon Stock Series: Not the usual crappy stock cartoons.
Have a look: Amazing Stock Cartoon Series for your newsletters,ebooks, websites, presentations, etc

Next Step: Links you should visit

“I have a business and attracting new customers require a continuous effort. I am always searching for ways to take my business to the next level.”

Story Telling

The Story Telling Mini Series gave me the road map for my web-site.

Demet Kitis, Canada
Judge for yourself: Story Telling Mini Series

Top Selling Products Under $50

Critical Website Components: How to write compelling content for your key web pages
Story Telling Series: How to suck your audience right in, in a matter of seconds

Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
Article Writing: How To Speed Up Article Writing With Simple Outlines

Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
Design Clarity: How to put sanity into your design with some really simple tweaks
Chaos Planning: How ‘Irregular’ Folks Get Things Done

Free! Excerpt of The Brain Audit: Why Clients Buy And Why They Don’t 

Introducing! Amazing Ebook Design In 60 Minutes:
Cut out all the unneeded features and learn the key elements you need to design a professional Ebook.

Black Belt Presentation Series: How to completely control the room-without turning anyone off?

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

How A Magic Moment Encourages Prospects To Become Client

Magic Moment

The first time I converted prospects to clients, I had no clue what I was doing.

I decided to give a one-hour speech and managed to get about 20 people into the room. At the end of the hour, my goal was to sign up at least a few of those people to come to more such speeches. And yet, I had no clue how to make that transition happen. How could I get a group of folks to just sign up to something in the future, without putting enormous pressure?

Quite by accident I stumbled on the concept of the “magic moment”

The “magic moment” is a moment of empowerment. It’s a moment where the magician not only performs an awesome trick, but then goes on to show you how you can do the trick with incredible accuracy.

And you’ve stepped through awe, right into a moment of being empowered. Once you’re empowered, you know for sure you can replicate the trick over and over again, thus creating the same level of awe. And you’re hooked.

At this point in time, it’s easier to convert a prospect into a client

On the Psychotactics site, we do this in the Headline report. When you first get to the site, you’re encouraged to sign up. And in exchange you get the headline report—on why headlines fail (and how to avoid that failure).

And within about 10 minutes of reading the report, you know one thing for sure:  you can do magic with headlines. You can replicate or create great headlines, solely based on three simple steps.

You know how to take the steps, and how to check if you’re making a mistake. You’ve gone from just a prospect to possible client in a matter of minutes.

Of course this doesn’t apply to headlines alone

Remember that presentation I was making? Well, the “magic moment” was when I got the entire audience to respond in the same way. There’s a point in the presentation where I show how a “trigger” works.

That when you apply this trigger to your elevator speech or tagline, you create intense curiosity and people always ask, “how do you do that?” or “what do you mean by that?” The trigger then gives you the chance to talk more about your product or service.

So yes, this trigger is explained in detail in the book called The Brain Audit (yes, it’s for sale on the Psychotactics website). And essentially what you’re doing is putting a problem, solution and target profile together.

It works like this…

Let’s say someone asks you: What do you do? You simply give your solution, don’t you? So let’s say you mow lawns for a living, you’d say, “I mow lawns”. But if you were to string a problem (lawns that need a facelift), solution (you do the facelift) and target profile (well, let’s assume you do Bill’s lawns), you get a great trigger statement. And it looks like this: wrinkle-free home lawns.

If someone said: What do you do?

You say: wrinkle-free home lawns.
They say: What do you mean by that?

Tah, dah!

So you can see how the “magic moment” works can’t you? Just like the three methods in the “headline report”, you’re also keen to know how the “trigger” works and how you can get to the next step.

And if all you do is show the magic, then you’re not really empowering anyone at all. All you’re doing is demonstrating that you can do the magic trick. Of course, this alone is enough to get the audience to want to buy, sign up or do whatever you wish them to do. But I think it’s nicer to empower the audience as well.

Empowering creates encouragement instead of the push

People like to feel like it was their own idea, instead of being pushed into making a decision. And oui, you can make the deal sweeter. If you’re selling something that day, you may want to give a special price or a special bonus that enables the clients to take up your offer.

In fact, that’s just what I did when I first started out. I’d make the speech, empower the audience and then ask them to buy my book or to sign up for future speeches. Incredibly, we had a conversion rate of 30-50%—and get this, I was still very much a newbie back then.

Whether you choose a live event, a white paper, report, audio or video, it hardly matters

What matters when you’re encouraging the prospect to move to client, is to show them an amazing trick—that “magic moment”.

Then you spend time deconstructing the trick in great detail. When you do both steps, they’re empowered. Now they want to know more and will pretty much follow you anywhere.

Well, 30-50% will, anyway smiley

Launching Soon! (In November)

The Limited Edition Cartoon Stock Series: Not the usual crappy stock cartoons. But luscious, yummy stock cartoons drawn by Sean D’Souza and in Photoshop.

Next Step: Links you should visit

“I have a business and attracting new customers require a continuous effort. I am always searching for ways to take my business to the next level.”

Story Telling

The Story Telling Mini Series gave me the road map for my web-site.

Demet Kitis, Canada
Judge for yourself: Story Telling Mini Series



Amazing Ebook Design In 60 Minutes: Cut out all the unneeded features and learn the key elements you need to design a professional Ebook.

Top Selling Products Under $50

Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
Story Telling Series: How to suck your audience right in, in a matter of seconds

Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
Article Writing: How To Speed Up Article Writing With Simple Outlines

Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
Design Clarity: How to put sanity into your design with some really simple tweaks
Chaos Planning: How ‘Irregular’ Folks Get Things Done

Critical Website Components: How to write compelling content for your key web pages
Free! Excerpt of The Brain Audit: Why Clients Buy And Why They Don’t 

Black Belt Presentation Series: How to completely control the room-without turning anyone off?

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

Why Thought Is Mostly A Waste of Time

Thought Time Waster

What’s your definition of a thought leader?

No, don’t think about it. You know the answer already. It’s not some thinker. Instead it’s someone who does stuff. That’s how you become a thought-leader. You actually do things.

And there’s proof that thought is a waste of time

What’s 5 x 6. Ok, so we know it’s 30. What about walking across the room to get a glass of water? You didn’t think, left step, right step, left step, balance, balance, balance, right? In fact, if you did think, your mind would be so full of thoughts that you’d almost get nothing done.

Yet most of us are trained to think, think and think

We are told to sleep on things and think about things, when in fact nothing much changes with whatever’s in our heads. And that’s because thinking is only very useful at a learning or creation stage. When we’re in the process of writing a book, we have to think of what to do, because we write books so infrequently, that the whole process of writing becomes one big thought exercise.

If on the other hand we wrote every single day, the thought process would be a lot sharper, faster and may I say, better. You know this to be true, because you do something quite creative like driving to the supermarket. You have to dodge all those “bad drivers” on the road, look out for the ditch, make the correct turn, answer your co-passenger and yet you drive without so much as a thought.

The moment it comes to achieving anything slightly more substantial, we start to think

Is this book you’re writing heading in the right direction? Will anyone even bother to read it? You think, think and think. And then paralysis sets in. Too many thoughts start swarming in your head, and soon there’s no space to do anything.

But instead, if you had a kind of plug and play system and simply put those ideas in that system, you’d have to think a lot less. You could actually achieve, then review and refine your book. But no, we choose to think instead.

And this is because thinking is the fallback position

I remember the time I went to pick up my niece from Auckland airport. My niece was just 3 years old. And coming in from India, she’d never used a seat belt in a car before that day. So would she sit in the car with the seatbelt? Would it be too big for her? Would she throw a tantrum? Would she do this and would she do that? Luckily I had someone else do all this thinking for me, because all I did was drive to the airport.

As things turned out, no matter what I thought, a three-year old does what she likes. And as I found, she was not only happy to use the seat belt, but liked the car seat so much that we had to take it out of the car, and into the house, so she could have her own seat—and seat belt.

The brain, your brain and mine doesn’t need a seat belt

And too much thinking takes up too much glucose and gets the brain tired. So the brain uses a shortcut. It learns things so it doesn’t have to think. You learn to walk, swim, drive, use Photoshop or watercolours. You learn how to pick good vegetables, cook a great meal, because the best chefs and artists don’t spend much time in thought. Instead they spend time executing. And the reason they can execute is because they’ve learned and refined a system.

What you need is less thought and more system

Thinking is mostly a waste of time. Yes, there’s no harm in thinking when creating stuff, but to think, think and think is what drives people crazy—and mostly makes them miserable. This is because these needless thoughts rarely go up and away. They tend to spiral downwards in a doom loop until we can no longer think any more. We’re drained and guess who is to blame?

So find yourself a good teacher

Find yourself a system.

Then work that system over and over so you don’t have to think.

That’s when true creativity happens.

That’s when you become a thought leader—and actually do stuff!



The biggest frustration with article writing is the sheer amount of time you struggle to write quickly.

Structure helps you write quicker than ever before. 

The Article Writing Online Course 2015 sold out in 26 hours, but you can get yourself the home study and write faster than ever before.
Judge for yourself: Article Writing Home Study

Next Step: Links you should visit

“I have a business and attracting new customers require a continuous effort. I am always searching for ways to take my business to the next level.”

Story Telling

The Story Telling Mini Series gave me the road map for my web-site.

Demet Kitis, Canada
Judge for yourself: Story Telling Mini Series


Top Selling Products Under $50

Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
Story Telling Series: How to suck your audience right in, in a matter of seconds

Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
Article Writing: How To Speed Up Article Writing With Simple Outlines

Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
Design Clarity: How to put sanity into your design with some really simple tweaks
Chaos Planning: How ‘Irregular’ Folks Get Things Done

Critical Website Components: How to write compelling content for your key web pages
Free! Excerpt of The Brain Audit: Why Clients Buy And Why They Don’t 

Black Belt Presentation Series: How to completely control the room-without turning anyone off?

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


The Article Writing 2015 Course Page Is Live

It’s finally here: The Article Writing Course 2015
If you want to be on the course, you’ll need to get to the page below.

As you know, we’ve sent you the prospectus and the sales page (without the ‘buy now’ buttons well in advance) so you could do your due diligence. Well, here’s the final step. To book your spot, you need to make your payment.

The page link


Best of luck getting on board,
P.S. Once the seats are filled, they’re filled. And you’ll only get a seat in the rare chance that someone backs out.

P.P.S. If you’re having any trouble, email me, Skype me at “psychotoon” or send me a message on Facebook. My details are below. You can also safely call me if you need to, as it will be 9am on Saturday here in NZ, and at least today, I will be at my computer for an hour or so.

How to connect with me
Email: sean@psychotactics.com
Facebook: http://www.facebook.com/sean.dsouza
Skype: psychotoon
Phone: 64 9 449 0009

The Article Writing Course 2015: Why Bother Reading This Prospectus?

How do you benchmark a course?
Do you benchmark it based on one superstar?
Or do you benchmark it based on the fact that everyone gets to the other side successfully?

When you read the prospectus, you’ll find out for yourself.
You don’t have to read 70+ pages of testimonials to find out that from the year 2006, clients have gone from utter struggle and frustration, to becoming stunning writers.

Part of the stunning results comes from the sheer determination
Part of it comes from the structure of the course–and the philosophy of “tiny increments” instead of an information overload. And the fact that I’m there every day, several times a day, critiquing, working with you–making tiny adjustments.

So read the Article Writing Course prospectus, because it shows you how the Psychotactics “tiny increments” system gets results for everyone–not just one superstar.

How do you benchmark a course?
Let the detailed experiences of the alumni tell you the story.
Have a look at the prospectus and judge for yourself.

Warm regards,
P.S. We don’t accept more than 25 on the course. It’s intense. It’s tough.
We open registration on Saturday 8th Nov, at 3 pm Eastern (US).
The course fills up incredibly quickly (often in matter of hours).

Make sure you put at least a couple of alarms so you don’t miss out.
Here is the sales page with all the details about the course.

What You Can Learn from “Snake Oil” Gurus

Snake Oil Gurus

You probably don’t like snake oil gurus.

They pad their products with fluff, promise you the earth and don’t deliver. And yet, the next time someone says: I’ll show you how to convert thousands of people to your blog without doing more work—boof, you’re in.

So why do snake oil gurus work, when your business doesn’t?

It’s a simple understanding of pre-sell. One of the core elements of pre-sell is philosophy and methodology. Philosophy is mostly what you stand for, and methodology is how you get it done.

And the snake oil merchants have a sound understanding of philosophy. They know that they want to get rich, rich, rich and have tens of thousands, even millions of people treat them like gods. In short, money with a solid dollop of power.

Now whether you like it or not, you like that philosophy

You can indeed see yourself as someone reasonably powerful, maybe like J.K. Rowling. Lots of money, lots of power. Everyone bowing and scraping, without the need to be out there flaunting it all. Or maybe you like to flaunt. Maybe you’ll be a Kim Kardashian kinda character with helicopters, opulent mansions—all the stuff that snake-oil promises.

There often is just one problem with snake-oil

It doesn’t deliver. The methodology is where it all falls apart. You get the philosophy, you buy right into it, but even as you’re buying into it, you know the methodology is not going to work for you.

That’s because the methodology is going to involve a lot of schmoozing, a lot of tricks, a lot of selling—almost pummeling customers to buy into your system.

And you don’t like that. Besides most of the methodology doesn’t boil down to much. All you really have to do is fight your way into a similar snake-oil inner circle and you’re away.

All of this creeps you out—it sure does.

So is there a way out of this mess?

Yes, there is. It’s called pre-sell. Your customers need to get your philosophy first. Instead, you’re all stuck into improving—not talking about your methodology Which means you aren’t communicating either the philosophy or the methodology, both which are probably a lot superior than the snake-oil merchants. You probably have a method for getting about 50 new customers a month, but does that sound sexy?

Nooooo it doesn’t. 10,000 new customers, a list of 750 people signing up every day: those are the things that sound super-sexy, right? But waitasec, back up that truck, because you’re wrong.

50 new customers a month is sexy.

14 new customers a month is amazing.

In certain cases even 2 customers a month is enough to blow the customer’s

Provided the customer understands your philosophy

Why are 14 new customers so much better than 750 a day? What do you look  for in those customers? How does it help to treat those customers better, differently even.

Take for example, a guy called Jiro. He runs this little sushi bar in (get this) a basement of the subway station of Ginza, Tokyo. And he takes on just 10 new diners a night. Yup, just 10.

And his philosophy is to give you the freshest sushi experience ever

Going to a Jiro dinner is almost like a final exam. You actually feel the need to prepare to get the best of the evening. And you do, because at $375 per person, and having waited 3 months to get your seat, you’re quite into the philosophy long, long, long before you show up. You’ve bought into the person, his philosophy and his methodology long before you pay for your meal.

We all make the same mistake

At Psychotactics, our products are 3% filler. What does that mean? If you buy a book or audio or workshop, there’s going to be 3% filler. I’d call it breaks (e.g. the pages between the chapter, or the music in between or the breaks at a workshop). But strictly speaking 97% takes you from A to B in a super-elegant way, with “tiny increments”.

Our philosophy isn’t world domination. It’s not to spread twenty-thousand kilometres across the planet. Instead it’s depth. We want to explore a topic one inch wide and twenty thousand feet deep.

And so when we create the products or training, it’s always incremental. It’s always filled with dozens of examples. The examples always pertain to successes and mistakes. They always strive to cover not just products, but services and training too. And the products are always sandwiched with summaries, cartoons with captions that summarise and yes, our passion: food.

But do you get that idea before you buy our products?

Of course not. We’ve gotten so busy with our methodology that we’ve never stopped to talk about what drives us to create this stuff. Our methodology is solid—and doable. And so we fail to realise that it’s not enough for us to know who we are, we have to tell the story. The philosophy must go hand in hand with our methodology.

And the snake oil merchants are good teachers in this respect.

They realise that philosophy matters more

That why something is being done is more important than the way you do it. So they get away with just the sizzle and not the steak. You on the other hand can’t bear the thought of promoting your products without the steak, but forget the sizzle. And this is why we all have to take a step back if we want customers to really love our products and services like we do. We need to drive home the philosophy—first. Then explain our methodology.

You don’t ever have to be a snake oil guru

You don’t ever have to care about world-domination. You love what you do, and you want to do a lot of it. But your customer needs to know.

So yes, pre-sell

Pre-sell your philosophy first. Don’t let the snake oil guru get there before you.

Next Step

If you haven’t read the free report—Why Do Most Headlines Fail? (And How To Create Headlines That Work Every time), subscribe to get your copy.

Why You Need To Treat “Amazing” Marketing Strategies With A Little Caution

Amazing Marketing Strategies

There’s an episode on the TV comedy series, “Everybody Loves Raymond” and it involves a recipe.

It goes like this…

The daughter in law wants a recipe.

The mother in law is keen to show that’s she no Scrooge and offers to give the recipe. There’s just one thing missing—yup, the secret ingredient that makes the dish like it should be made.

Most marketers give you their recipe

And often it’s not like they hold back the secret ingredients. They just fail to give you the exact details. Let’s take for example a marketer that tells you not to send out newsletters so often. Maybe he boasts that you don’t need content, that you don’t need to send out a newsletter except one every few weeks, maybe even months.

Sounds like a superb plan, right?

I mean, c’mon, who really wants to write newsletters frequently? It takes so much time to write it, then format it, then send it out. A strategy that involves none of this work, sounds like heaven. And yet, you’ve only heard what you want to hear because that’s what we do as humans. We tune in to what we want to hear and tune out the rest.

In this case, part of the strategy is to stop writing so many newsletters. But a second part of the strategy also involves contacting dozens, maybe hundreds of other bloggers and getting them to comment or at least point to your blog.

So wait, how do you get those hundreds of bloggers?

Oh that’s easy. You just get in touch with them.

See the problem, yet? Of course you do. Where do you find the bloggers? Is there a strategy? What if the bloggers don’t respond to your comment? What if they don’t point to your blog? Since everything truly hinges on those bloggers, it would make sense to focus a lot on that part of the system, right?

Oops, looks like an ingredient got left out of the mix!

And this is often what happens. People are people and even when they don’t tend to leave stuff out of the mix on purpose, they do.

And some do so, on purpose.

I once went to a workshop with a world-renowned painter. He was very helpful, but he left out the minute details. Since I was quite friendly with him, I asked him why he left out those details: “Oh that’s easy,” he said. “If I give them everything, they’ll get as good as me”.

But let’s not be cynical—not everyone is cut from the same cloth

All the same, when buying an info-product or course, you’d want to do your due diligence—mostly after you buy the product. Before you buy the product/course, there’s little chance of knowing what the product is going to deliver (yes, even the best sales letter in the world is designed to get you to buy, it’s not a prospectus).

But once you’re in, and you don’t find the answers to your questions, you need to get those answers. Without that precise ingredient, things don’t fall apart—but they don’t work either.

In order for the whole system to work, you need more than a few videos and some fancy notes

You need step by step precise strategy. Every time the marketer tells you: do this or do that, they’re moving into a new rabbit hole. And that rabbit hole is very deep indeed. If they just touch on the concept and move along, you can be sure you’ve missed out on a great deal. You’ve actually missed out on a whole chunk that would make the strategy work.

The way to analyse a product or course is to start with the bird’s eye view

Can you locate the main topics? For instance in the info-products course we have three topics: Structure, Stories and Summaries. Now when you look through each of those topics, is each section explained in detail? Are there enough examples, case-studies that enable you to understand each part in the greatest detail? Does each section elaborate on the mistakes you could make—and which mistakes to avoid?

Think of what would happen if the creator decided to skimp a bit on the topic of “summaries”

You wouldn’t know how critical it is, would you? I mean, what’s the big deal with “summaries” anyway? And yet, it’s super-crucial. The only reason why a marketer or teacher will bring up a topic is because there’s a nice, big—and deep rabbit hole. And if they don’t take you down that rabbit hole, tah, dah—you’ve seemingly got the entire strategy, but there’s an ingredient missing.

It’s easy to say, don’t write so many newsletters.

It’s easy to say, do this and do that.

But it’s also easy to leave out tiny bits out of the recipe—often quite by mistake.

And then you end up like the daughter in law in the “Everybody Loves Raymond” series. You think “you’re” the problem. You think “you’re” the one that is hopeless and not talented. You think “you’re” the one who needs to rethink your future.

When all that’s missing is the secret ingredient.

A tiny, seemingly inconsequential ingredient.

Next Step

If you haven’t read the free report—Why Do Most Headlines Fail? (And How To Create Headlines That Work Every time), subscribe to get your copy.

Sidestepping: Why Testimonials That Stay On Point May Be Boring


Boring Testimonials

When you think about testimonials about a product or service, you think the client should talk about the product or service, right? Wrong—well, not entirely wrong, but not quite entirely right either. When a client reads a testimonial, sure they want to know about your product or service. But they also want to know about the ancillary issues. So you need to sidestep the product or service as well.

So what is sidestepping?

If you travelled to New Zealand, surely you’re going there for the amazing landscape, the food, the wines etc. And so the main topic is indeed all of these elements. But if you simply stick to all of these elements in your testimonial, you’d be missing on the magic of sidestepped testimonials.

Sidestepped testimonials are those that don’t talk about the main product or service at all. They skip the mountains, the scenery, the yummy stuff and go into areas that are slightly off tangent. Go for the experience, instead.

Let’s take a look at this testimonial for instance…

Ok, here it comes…

I had to kick and scream at myself for a day or two, before I decided to go for the (name removed) workshop!

The first thought I had was: “Ugh! I had just cleared my schedule of travel… I want to stay at home.” I’d had a schedule the last five years of travelling once a quarter for a week or more, and I thought that was all over. When (name) announced the workshop, I said to myself: ‘I don’t want to travel – this was going to be my first quarter off!”

But, the only reason that thought came up was because I knew I had to be there- it wasn’t really an option to not go- and I just had to kick and scream to myself for a day or two. wink.gif.pagespeed.ce.xNzc1zr8-l

But once I was at the workshop, I found so many things

Validation for the path I was on, plus concrete new steps and clarity on the larger picture, and seeing parts of my business strategy that were missing that I had no idea I needed. Amazing. Incredible! Better than ‘Cats’.

What made this workshop different was the heart

Yes there was useful, mind blowing information- great- but I’ve encountered mind-blowing information before. But the caring that (name) brings to the work is so evident- he wants us to succeed so much, you can feel it with every fiber of your being.

What can I say? (Name) is a madman

A lovable, effective, irrepressible, genius of a madman, but a madman nonetheless- and his system of training brings sanity to the madness in a delightful way- it works extraordinary well. I found myself swept along, engaged from the very get-go, and productive, too. Mad, he’s raving mad… and the world would be better off with more nutters like (Name).

So what was the name of the workshop?

You don’t know, right? You don’t know the name, the name of the presenter, the contents of the workshop, where it’s being held, what’s the price and if it’s within your budget. And yet, you feel this magnetic pull towards the event. And that’s because the testimonial has almost completely sidestepped the product itself.

Now instead of feeling the pull of the content, you feel the pull of the teacher. You feel the frustration of the attendee. You feel all of this stuff that you’re kinda feeling and it has diddly squat to do with the product itself.

This is what you call sidestepping

This is what you need to get from your clients. What really matters to you is the product, product, product. What really matters to the client is experience, experience, experience. They don’t want to be sold to, they want to buy into something. And the best way to create experience is to specifically ask the clients that are not related to the product or service itself.

So how do you do you figure out the questions you need to ask about?

Your product, service, workshop or course will have elements. Let’s take a course at Psychotactics for example. The lis of elements would run like this:

- The material itself.
- How it was presented
- The different media and how it helped (audio/video/text)
- The groups (why they mattered)
- The forum design (how the groups worked together)
- The teacher
- The system used
- The safe zone (how safe and encouraged did they feel?)
- The pace
- Their before and after situation

We could go on, couldn’t we?

But surely clients won’t answer all of these questions. I mean that’s a lot to cover. And no they won’t. If you’re a scam artist, just putting a course together and then not being around to help, to answer questions, you’re going to get a pathetic response.

Most people out of courtesy will say nothing to you. They may not complain or ask for their money back, but they won’t feel obliged to give you a testimonial, let alone a testimonial that sidesteps you into a whole new experiential zone.

But doing a really good job of your product/service/course is not enough

You need to analyse the elements of the product/service and specifically ask questions  about those elements. That’s when the client’s real experiences come to fore. That’s when you get the magic you’ve been looking for—and more importantly the client has been looking for.

When we think of testimonials, we think of product, product, product.

Sidestep a bit, will ya?

Next Step

If you haven’t read the free report—Why Do Most Headlines Fail? (And How To Create Headlines That Work Every time), subscribe to get your copy.

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

5000bc is the membership site of Psychotactics
And from Saturday 4th October to Tuesday, 7th October 2014, you get the chance to join (without being on the waiting list). The last time we opened up the waiting list was in late 2013.

Yup, a long, 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.

Warm regards,

3 Reasons Why Projects Fail

Projects Fail

Imagine you have 20 days left.

In those 20 days, you have to write about 300 pages of notes for a course.

Will you make it?

The answer may seem slightly ridiculous, right? Having to write about 15 pages of content a day is hard enough without having to do everything else in your life. And it seems very much like your project is headed right into the iceberg. Incredibly, a lot of high achievers reach seemingly impossible goals.

So what’s their secret?

The secret lies in preparation—not one, but three separate types of preparation

1) Mental preparation

2) Physical preparation

3) Chaos preparation

Let’s start with the first: mental preparation

A lot of mental preparation starts on paper. Yes, paper. You make a plan and then the plan spins around in your head. As you go to work, take a walk and do all the daily things, that outline or plan starts to unfold and become richer. But it also gets you in a state where you’re ready to take on the task.

You already know that top performers will go through a lot of visualization before they step into a situation. But part of the visualization is also to start creating a complete picture in your head. Without such mental preparation, you’re hardly in a good state to get to the second point—physical preparation.

But physical preparation is something that we don’t always spend enough time on…

Physical preparation is about keeping things ready to go. So if you’re about to start on a fitness regime, it’s not much use having your shoes locked up in a safe with a 27-string combination. If you’re going to paint today, your watercolours need to be out, your page needs to be open and all it needs is for you to plonk yourself down on the chair and start painting.

Most people never get this simple fact—to be able to start something, you have to have done some amount of preparation the night before. Even the smallest hurdle can stall you for a few minutes and it’s easy to slip into a water slide of procrastination.

If you’ve already done the plan, you know exactly how your day is going to unfold

Keeping things ready to go enables you to go for that jog, listen to that audio book while jogging, learn a language on the way back, write your book because you have your writing program ready—on the page it’s supposed to be.

And if you think this is all very excessive, then yes, maybe it is.

But professionals don’t just show up to work. Their preparation is obsessive because that’s what separates the average from the very best in the field. Yet, things can go lopsided in a minute.

Which of course takes us to the third type of preparation: chaos preparation

You can’t actually plan for chaos, because chaos is a wily customer. If it doesn’t knock on your door, it’ll show up on Facebook, or email—and it will keep trying to get at you. Packing your projects back to back is a guaranteed way to get into a soup, because things do go wrong.

And having that buffer in every day really matters. If nothing goes wrong, you can always chill out for a little while—even take a nap and recharge. If something does go wrong, you have the buffer.

And so fingers crossed, everything should go right, right?

Nope, because planning and preparation isn’t one dimensional. If you’re writing a book, for example, getting the illustrations for the book is a journey in itself, writing—another journey, editing, yet another.

And so every project is going to have this crazy multilevel planning. And while there’s no way you can predict everything, it’d be nice to at least know what elements are involved in the rollout of a project.

Once you’re done with all this preparation there’s still one factor—skill

So imagine you have to get to mail a parcel tonight. You aren’t going for driving classes right now, are you? You can probably drive a car pretty well and that gets you to the post office.

Having the parcel all ready to go enables you to get to the post office before it closes. But stop and think for a few minutes about how a simple act of positing a parcel on time requires planning, physical preparation, chaos to consider—and skill.

And think about how it could all fall apart without that skill. This means if you’re going to write a book, you jolly well take a course on writing and then write, write, write. If you’re going to make your mark in art, take that course and learn to paint, paint, paint. Without skill—and all skill is acquired—almost everything falls apart.

This is why when you’re faced with 20 days and 300 pages of notes to go, you might not quite make it to the finish point

Maybe you’ll get to 200, but you’ll be way ahead of the pack. But all of this high-level work requires a ton of preparation and skill. And that’s what high performers do. They get their act together and keep it together.

As the saying goes: If you fail to prepare, prepare to fail.

Next Step

If you haven’t read the free report—Why Do Most Headlines Fail? (And How To Create Headlines That Work Every time), subscribe to get your copy.