Why Focusing on “One Concept” Helps Create Powerful InfoProducts

Why Focusing on "One Concept" Helps Create Powerful InfoProducts

I don’t know if you’ve read a watercolour instruction book before.

But no matter which book you read, the instructor will tell you one thing: You need to understand ‘values’. Without ‘values’ in your painting, you will never create a watercolour that is dramatic.

And then you open the book, and guess what?

One page.

One measly page.

One measly page among about 150 pages of the book has been devoted to ‘values’.

So what just happened there?

The instructor told you what was important, and then failed to drive home that importance in greater detail. Why? Because there’s so much to teach that they feel this need to rush from one thing to the next; one concept to the next.

And this is approximately what we tend to do with any training program or infoproduct. We are in such a hurry to create this massive infoproduct, that we fail to understand that one concept needs to get far more mileage than the next.

So why does one concept need to get more importance?

For one, because your clients are plainly confused. When they start learning any new skill or system, it’s like being sloshed around in a whirlpool of information. And the moment, you, the teacher, says: “Hey listen up, this is important!” all the ears perk up. Now the clients know what is important. And they feel a sense of relief.

Instead of being tossed around madly, someone (that someone is you) has taken the trouble to hit the “pause” button and identify what’s important.

When you’re a student, it makes perfect sense to slow down, understand and implement the most important fact. But of course, as the teacher/creator, you’re in no mood to pick just one thing and make it important.

That’s because you think everything is important

And it is. Everything is important.

All that you have to say is important, but ONE thing is more important than everything else.

And if it’s not, it’s your job to drive home that factor of importance. It’s your job to pull out that single element from a tangle of elements—and then drive home why it’s so important for the client to focus on that one point. This not only calms down the client but also gives you the chance to create a solid foundation that you can go back to many times over.

But let’s take an example or two, shall we?

Let’s take the DaVinci cartooning course, for instance (It’s a course we conduct at Psychotactics). When we teach cartooning, it’s easy to get lost in hands, legs, faces, and a ton of other things that you need to teach in cartooning.

But instead we start off with what is called ‘circly circles’. And if you were to speak to anyone who’s done this course, and you asked them what ‘circly circles’ was all about, they would tell you clearly.

They not only understand the importance, but know how to implement it, and know how to fix the problem. What’s happened here is that despite having dozens of elements to choose from, we had to focus on one element and drive that over and over, until it became second nature. And it doesn’t just apply to a course. It can apply to a book or any type of infoproduct as well.

So let’s take another example

In the book called The Brain Audit, (which is about ‘why customers buy and why they don’t) there are seven critical points that need to be considered. But when you read The Brain Audit, it’s quite clear which one gets the most attention. It’s the element called the ‘problem’. What’s interesting is that it’s not even the most important of all the seven elements.

You don’t always have to pick the most important. You just have to pick one and give it the highlight so that you slow down the learner and get them focused. And in The Brain Audit the one element that gets picked, is the ‘problem’. And the message is driven home over and over again.

But how do you pick what’s important?

Because in every infoproduct you’re going to have many elements to choose from…

And in your brain, at least, everything is just as important. Sure it is. There’s no one thing that’s more important than the next. Even in watercolour painting, if you don’t have a ‘focal point’ or don’t have ‘foreground, middle ground and background’, you can still create a crummy picture. But still, one element has to be picked.

Which one is important?

They’re all important. So make a choice. Pick one.

Then make it important.

And highlight its importance drive home the point—in great detail.

And that makes things easy for you, as the creator of the product. And makes things easy for the student as well. It makes your work stand out from the rest. And that’s what you want, right?


Next Step: Links you should visit

1) How do you create presentations that enthrall, hold and move an audience to action? Find out more…

2) Are you serious about getting your business to the next level in 2015? Have a look at 5000bc.

3) Are you losing tons of potential business because you don’t know how the brain works? Read how The Brain Audit can help you.


Products: Under $50
You already know that 80% of a sales letter depends on your headline.
So what’s the remaining 20% that causes customers to buy? Find out more

1) Do You Often Hit A Wall Called ‘Writers Block’?
Learn how the core elements of outlining can save you from the misery of writing your next article.

2) Do you know that visuals immediately improve your sales conversion?
Learn how to create drama and curiosity and help improve your web page conversion with visuals.

3) Do your websites, brochures, presentations, etc… confuse your clients?
Put some sanity into your design, even though you are not a designer?

4) Chaos Planning
Year after year you sit down and create a list of things you want to achieve. Then suddenly it’s January 204, and you’ve not really moved ahead as you’d expected! Learn Why Most Planning Fails: And The Critical Importance of Chaos in Planning.

5) Nothing bugs you more than a painful client.
A client who hassles you at every step of the way. Learn how to use the power of the ‘six critical questions’ to get incredible testimonials—and attract clients that make every day an absolute joy.


Black Belt Presentations: How do you create presentations that enthrall, hold and move an audience to action?


Why Some People Achieve Creativity Highs–And Others Don’t

 

Creativity Triggers

We all know this to be true when it comes to bad habits.

We open the fridge knowing that a Coke is doused in sugar.

But once the fridge is open, the trap is sprung.

We can’t help but reach for the can, pour that liquid sugar down our throats and then feel good—and miserable shortly after.

The good news is that your so-called creativity needs a trigger too

And the mistake that most of us make is that we fail to set the trigger. In her book “The Creative Habit”, choreographer and author, Twyla Tharp talks about how she has to exercise every day for two hours.

And no matter how dedicated you are, there’s going to be a fallout of some kind. A late night, a virus, some well-meaning friend—they can all keep you up too late. And then it’s a drag all the way to the gym.

But Twyla depends on the taxi

Every day her trigger is the taxi. She just has to get to the taxi, and then she’s on her way. It’s like getting on the top of a huge water slide and finding there’s no way back up. That’s how she gets stuff done. She nudges herself towards the trigger.

Think about it: how scary is the handle on the fridge?

How scary can the taxi be?

And yet it is very scary because you suddenly have enormous momentum on your side and you have to get things done.

I wake up every day to a similar sort of trigger

I wake up and I avoid email. They often sends me hurtling into some black hole. Facebook will do approximately the same. Instead I wake up and there in front of me is my InDesign file. Or my Photoshop file.

The night before, I’ll make sure the file is open on my computer and then I’ll wrap up. When I boot up the computer again, nothing opens, but the file itself. And then I’m propelled to making that first step. I’ll either write a book, an article or draw a cartoon (depending on which file is open).

Some days of course, I forget

And Facebook or email is the last thing I have open. Those days I’m down the hell-slide. It might seem like just 10 minutes, but I will often find that 20 or even 30 minutes pass before I can pull back.

But what works for the hell-slide also works to get me productive. Shortly after I write or draw for two hours, I have to take a walk. At this point, I’ll pull out my iPhone and look at my score on Fitbit.

And there is Steve S.

Steve S. is the nemesis. A nice nemesis, but a nemesis all the same. No matter how many steps I take, he seems to take more steps than me. But I can see how many steps I need to catch up and overtake Steve. And so that sets me off on my daily walk. That in turn sets off a trigger to listen to an audio book, and then learn a language on my way back.

Of course, no one is motivated all the time

There are days, even weeks when things don’t get done. Life just gets too bothersome, you promise too much—it’s the same old story. Or you just want to sleep in some days. Even Facebook and email can wait.

And yes, we all get into that zone which it’s kinda pointless to avoid. Sometimes you just go with the flow.

But most days the flow gets you nowhere

Twyla Tharp drives home this core fact with the concept of the trigger. The trigger is what’s important. Most of us don’t have triggers. What we have is to-do lists. But to-do lists are hard to get into without the trigger. Once the trigger is activated, we’re on our way.

Good habits start with a trigger.

Bad habits too.

P.S. Steve S. is ahead of me today. But not for long.


Next Step

1) 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.

2) Isn’t it time you got a real break—every year—without any drop in income? Announcing—’The Three Month Vacation’.


The Blech System of Pattern Recognition

The Blech System : Headline Writing

 

Did you eat something today?
Drank some sort of drink?
Well, there’s a good chance you’ve been exposed to the multi-billion dollar flavour industry. Almost all the products we eat or drink have these flavours and companies spend massive amounts of money researching to make sure the get the right flavour for their product. And yet, in the early 1990s, a well-known flavour company did something really weird.

They’d conduct tons of very expensive market research and then ignore that research
Instead they’d go to one of their employees and ask her to taste the flavour and they’d wait for the “blech” response. If this employee said ‘blech’ and contorted her face in disgust, the company would do something even more weird. They’d treat that particular flavour as the winner. And invariably, the flavour would do amazingly well in the marketplace.

But what was causing that employee to say “blech?”
No one really knew—not even the employee. She could kinda describe what she felt, but if you asked her to write it down so that anyone else could get the same “blech” response, she wouldn’t be able to explain it to you.

But the results were outstanding nonetheless.

This is the “blech” factor at work with most talented people
They cannot tell you why they think something is wrong. But they can spot an error a mile away. In the case study above, the employee was doing the opposite. She was identifying what she thought was an error, which of course the public loved.

It doesn’t matter which way you slice and dice the result, the fact remains: the talent for identifying the winner remained in place. But the problem is that the person still can’t explain the steps involved.

And this is why talent becomes so very mysterious
Vic Braden is a tennis coach of great repute. He has the same problem. He can spot a double fault before the player hits the ball. Professional tennis players are able to go through entire games without making more than two or three double faults. And yet, like magic, Vic can tell—long before the ball has been hit.

There’s something about the way the players hold themselves or does just before, that causes Vic to call the double fault.

And there’s a reason why they can’t explain this pattern recognition
For this we have to go down the road with two sets of parents. The sun is rising. And one parent turns to their child and says: “Look at the sunrise. It’s so beautiful.” And the child learns the word “sunrise” and “beautiful”.

The second parent walks with their child and says: “Look at the sunrise. Look how blue the sky is right at the top. Look how it then moves to a mix of yellow-ochre and blue. And then finally look how much yellow ochre there is on the horizon. And notice that orange glow just as the sun comes up, maybe even a little pink.

And yes, isn’t that a beautiful sunrise?

Now what’s happened in the brain of these two kids?
Something quite interesting actually. Both are seeing the same sunrise. But one is being exposed to a completely different set of facts that goes way beyond the terms “beautiful” and “sunrise”.

They may not even understand what “blue” and “yellow ochre” is, but they will register it.

As you have registered it in your brain right now.

When you step out to look at the sky, you will never see “blue skies” again. You will see shades in the sky that you’ve never seen though you’ve been looking at skies for decades.

The problem is that the moment of recognition is brief and often unimportant
If you asked the parent: When did you teach  your child to recognise the shades in the sky? they will often have no recollection. The child themselves, will have no recollection of the event.

And yet the brain is at work. It’s seeing the pattern and recognising it. Sometimes the pattern is pointed out by someone else, as I’m doing here. Sometimes the pattern is just detected in your brain, without any conscious effort.

Over time, the pattern builds up and there comes a moment when “blech” becomes the norm. When you can see the “blech” factor unfolding before your very eyes.

But this does bring up an important question: Why is the “blech factor” so important?
It’s important because the definition of talent (yes, my definition) is a “reduction of errors”. The fewer errors you make, the more talented you are. So for instance, if you were writing headlines and I showed you, and worked you through a series of ways to write headlines, you’d have to go through three separate stages.

Stage 1: How to detect a blech headline.
Stage 2: How to fix it.
Stage 3: How to get a great headline.

And because headline writing consists of simple elements that you add or subtract, it’s easy to know when a headline is blech
And how to fix it. When you fix it, you get a great headline. There’s no great magic to it. But without the blech factor it’s hard to tell. Because beauty or greatness is abstract. But when that child grows up a bit and looks at an oil painting that has a perfectly blue sky from top to bottom, they’ll know something is wrong.

They may not be able to tell you that the shades are missing, but they’ll voice their “blech”—and you’ll think of them as extremely talented, even though the can’t explain why they are able to spot the good from the crappy.

That employee was able to detect the blech factor
Even though the market research (yes, the very, very expensive market research) was pointing in one direction, she would be able to spot a winner by the one flavour that made her feel all “blech”. And it made her company millions of dollars in contracts.

But it’s all a mystery, because it can’t be bottled. That code may not decrypted easily. And yet, there is a code, if you’re truly interested in learning a skill.

When you find the right teacher and have a system of training in place, this code is easy to crack
You have to learn the code. And practice it. Then it becomes second nature.
You know the good stuff. And you know the blech. And you can fix it.

And people call you “amazingly talented”.
And you smile and say “thank you”.


About The Brain Audit
There are two very specific extra “weapons” that The Brain Audit gave me. Weapons that I never got from the many copy writing courses out there (and if you’re like me, you’ve got them all, too).

The Brain Audit

The Brain Audit not only explains HOW it works, but also WHY it works. This is master-level applied psychology, necessary for any self-respecting marketer.

Gabor Wolf
Marketing Consultant— Budapest, Hungary 
Judge for yourselfThe Brain Audit Kit is a complete system that enables you to understand what’s going on inside the brain of your customer.
(P.S. The Brain Audit has received over 800 testimonials)


Top Selling Products Under $50


1) Story Telling Series: How to suck your audience right in, in a matter of seconds
2) Client Attractors: How To Write Benefits and Bullets That Speed Up Sales
3) Outlining: How To Speed Up Article Writing With Simple Outlines
4) Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
5) Design Clarity: How to put sanity into your design with some really simple tweaks
6) Chaos Planning: How ‘Irregular’ Folks Get Things Done
7) Critical Website Components: How to write compelling content for your key web pages


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



Announcing: Why Chaos Is Your Buddy (And How To Use Chaos in Planning)

Chaos Planning: Why Chaos Is Your Buddy

Most of us detest chaos.

But there’s not a day when chaos doesn’t show up
and hang around for a good part of the day.

We can ignore chaos, but it won’t go away.

But what if we planned around it?

What if we actually took chaos into consideration
so that when it shows up–if it shows up–we’re more
than prepared and not flustered at all.

As we head into the new year, it’s easy to get stuck
into planning. What we really need is chaos planning.
Because chaos will show up.

Here’s where you can find how we worked with chaos
(and how you can too)

Click here to read more: Chaos Planning

Warm regards,
Sean


The 6 Most Important Lessons In Marketing

The 6 Most Important Lessons In Marketing

1) Follow up.

2) Follow up.

3) Follow up.

4) Follow up.

5) Follow up.

6) Follow up.

How do I know this to be true?

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

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

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

Now why would they do that?

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

Maybe—and the maybes don’t matter.

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

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

Yup, you got it right

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

But that’s not all.

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

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

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

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

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

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

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

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

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

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

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

In advance?

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

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

So follow up:

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

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

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

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

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

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

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

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

And that’s it

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

Unless you follow up 9 or 10 or 15 times.


Next Step: Links you should visit

1) How do you create presentations that enthral, hold and move  an audience to action? Find out more…

2) Are you serious about getting your business to the next level in 2014? Have a look at 5000bc.

3) Are you losing tons of potential business because you don’t know how the brain works? Read how The Brain Audit can help you.


Products: Under $50
You already know that 80% of a sales letter depends on your headline.
So what’s the remaining 20% that causes customers to buy? Find out more

1) Do You Often Hit A Wall Called ‘Writers Block’?
Learn how the core elements of outlining can save you from the misery of writing your next article.

2) Do you know that visuals immediately improve your sales conversion?
Learn how to create drama and curiosity and help improve your web page conversion with visuals.

3) Do your websites, brochures, presentations, etc… confuse your clients?
Put some sanity into your design, even though you are not a designer?

4) Chaos Planning
Year after year you sit down and create a list of things you want to achieve. Then suddenly it’s January 2015, and you’ve not really moved ahead as you’d expected!
Learn Why Most Planning Fails: And The Critical Importance of Chaos in Planning.

5) Nothing bugs you more than a painful client.
A client who hassles you at every step of the way. Learn how to use the power of the ‘six critical questions’ to get incredible testimonials—and attract clients that make every day an absolute joy.


Black Belt Presentations: How do you create presentations that enthrall, hold and move an audience to action?


The “Power of Enough” and the tuna sandwich..

Why A Break From Writing Will Kill Your Spirit

More.
More.
More.

We seem to live in a an world that’s never satisfied…
But there’s also something called “enough”.

On this day, you may want to listen and read about “enough” and how the “tuna sandwich” plays a role. What’s your tuna sandwich going to look like? It’s definitely a question worth answering. And…

If you’re on iTunes:
http://www.psychotactics.com/tunasandwich

If you’re not on iTunes or just want to read:
The Power of Enough

There’s a nice Kenny G type of track in the podcast, as well a cool Calvin and Hobbes Christmas story (There I go, name-dropping, ho, ho, ho).

Have a superb day.
I certainly will.

Warm regards,
s-


Let’s Just Get To The Bottom Of This Hill, Mr.Frodo

Working_Smarter_View_From_T

Imagine thirty thousand menacing obstacles in your path to success.

You’re dehydrated. Hungry as hell. And wobbling like a drunk on too much Guinness. Your eyes hurt, your head throbs and your will is all but broken. You’re not even sure you want to go on.

You feel like Frodo.

As in the character Frodo, in the final episode of the ‘Lord of the Rings-The Return of the King.’

Terror and dismay gleam from Frodo’s big, expressive blue eyes. In the distance, he can see his goal. But it seems to him like he’ll never get there. He turns to Sam and says in a defeated tone, “Sam, it’s the Eye,” referring to the eye of Sauron – the enemy he must destroy.

And Sam turns to Frodo in a soft, encouraging voice and says, “Let’s just get to the bottom of this hill, Mr.Frodo.”

Let’s just get to the bottom of this hill, Mr.Frodo.

I spoke at the World Internet Summit in Sydney, Australia, a few years ago. And I saw about two hundred and fifty Frodos in the audience.

Confused. Weary. Inundated with dozens of tactics and strategies about the Internet, their eyes stared into nothingness. Frozen stiff at the task of having to build an Internet business from scratch, almost all of them seemed to have a cross too heavy to bear.

And they didn’t exactly have Sam to egg them on.

I said to them, like I say to you. “Let’s just get to the bottom of this hill, Mr.Frodo.” Then we’ll do the next hill, and the next and the next, till we get to our destination.

You’re bound to be struggling. I struggled at Yoga class. I’m a first-class doofus. Five minutes after we start the class, I wonder when it’s all going to end. I look at the ‘human pretzels’ twisting and turning to the left and right of me, and I can’t ever see myself being so flexible. And I despair.

But I’ve got my own personal Sam. I simply say to myself:”Let’s just get to the bottom of this hill, Mr.Frodo”

And hurrah, yippeee yahooey, I actually made it past Yoga session No.2. :)


Announcing: “Three-Month Vacation” Podcast–Now Live!
ThreeMonthVacation_Small1

“Informative and entertaining at the same time. Just like Sean’s articles. These podcasts are full of simple truths – the kind that you would think are your own ideas.”

But it only seems so because of the clear and simple way in which Sean explains them. For example, the first podcast illustrates the myth of the “Four-Hour Work Week”. It’s clear after listening to the podcast that one would crave to “get away from work” only if you don’t enjoy your work.

But what if you went to bed each night thinking of finishing the cool stuff you were working on? Would you still want to “get away from work”? Likewise, the podcast on productivity gives you a handful of tips you can implement right now to become more productive. Like the tip on keeping your work always open and available.”
 

It’s the best 15 minutes you can invest in yourself: Three Month Vacation


Next Step: Links you should visit

1) How do you create presentations that enthral, hold and move  an audience to action? Find out more…

2) Are you serious about getting your business to the next level in 2015? Have a look at 5000bc.

3) Are you losing tons of potential business because you don’t know how the brain works? Read how The Brain Audit can help you.


Products: Under $50
NEW!
You already know that 80% of a sales letter depends on your headline.
So what’s the remaining 20% that causes customers to buy? Find out more

1) Do You Often Hit A Wall Called ‘Writers Block’?
Learn how the core elements of outlining can save you from the misery of writing your next article.

2) Do you know that visuals immediately improve your sales conversion?
Learn how to create drama and curiosity and help improve your web page conversion with visuals.

3) Do your websites, brochures, presentations, etc… confuse your clients?
Put some sanity into your design, even though you are not a designer?

4) Chaos Planning
Year after year you sit down and create a list of things you want to achieve. Then suddenly it’s December 2014, and you’ve not really moved ahead as you’d expected!
Learn Why Most Planning Fails: And The Critical Importance of Chaos in Planning.

5) Nothing bugs you more than a painful client.
A client who hassles you at every step of the way. Learn how to use the power of the ‘six critical questions’ to get incredible testimonials—and attract clients that make every day an absolute joy.


Black Belt Presentations: How do you create presentations that enthrall, hold and move an audience to action?


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,
s-
P.S. This product is very critical if you’re just sitting down to
write your pages, but it’s even more critical if you have these
pages up, and you’ll like to improve them to help you convert more traffic.
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.
http://www.psychotactics.com/website-secrets


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.
http://www.psychotactics.com/images/5000bcimages/iTunessub.png

 

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

 

painkillers-vs-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

 


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.


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!

 


Announcing!

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