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

How To Attract The Customers You Want

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

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

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

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

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

Judge for yourself at:

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

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

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

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

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

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

Allen Weber
Jacksonville, Florida, USA

Judge for yourself at:

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?

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.

How To Use “Dummy Testimonials” To Design Your Next Product/Service

Dummy Testimonials

You know the drill for testimonials, don’t you?

You do a great job, you ask for a testimonial. And the client writes up a glowing review of your product or service.

But have you ever considered asking for a testimonial in advance?

Not just in advance, but way, way, way in advance.

So much in advance, in fact, that the product or service hasn’t even been put together. You don’t even have a name for the service/product in mind, let alone anything tangible to deliver. And yet, you’re asking for a testimonial.

Sounds weird, doesn’t it?

It is weird, and yet it’s the key to designing your product, service or even workshop. And that’s because the the client is now imagining what the product/service could be like, if they were given a free hand to design it.

And yet, a client with a free hand is a pretty hairy concept

Give a client carte blanche and they will come up with stuff that you may not be able to deliver. But slip in the six questions that you find in The Brain Audit, and you’ll be amazed at how focused the client gets. Better still, the client is more than likely to give you everything you need to create a product or service that’s an instant bestseller.

So first, let’s check out the six questions, shall we?

1- What was the obstacle that would have prevented you from buying this product/service?

2- What did you find as a result of buying this product/service?

3- What specific feature did you like most about this product/service?

4- What would be three other benefits about this product/service?

5- Would you recommend this product/ service? If so, why?

6- Is there anything you’d like to add?

Now take off your business owner’s cap and put your client cap on…

Let’s say you wanted to do a course in copywriting. Could you imagine the answers to those six questions?

Let’s say you wanted to hire a person to do your email marketing. Could you imagine the answers as if the person had already completed the project?

Let’s say you had to go to a workshop and travel to some far off city. Sure you’d be able to figure out what your optimal experience would be, right?

We’re amazingly good at imagining things when we put on our client cap

And to give you an example, here’s a “Infoproducts” workshop we’re hosting in Vancouver in September. Well, I could write the copy all by myself. Or I could ask the client to envision what the perfect workshop would look like. And while the entire “faux” testimonial would be worth going through, question 3 and 4 are the ones that tell you exactly what the client is looking for.

So what were would make the client really happy?

1. Scalability:  I can use this from ANY thing I want people to consume (from content marketing to $10,000 courses) in ANY client industry.

2. Design: The design bonus cheat sheet was flipping awesome!  I was able to see the role packaging played in making the content more consumable without spending hours slogging through a design class.

3. Examples and Litmus Test: The examples and litmus test to know if the product is “just right” for your audience. Not too big, not too small. Not too technical, not too flippant.

See those three points?

They give me direction. I can now focus a good chunk, if not the entire workshop/notes around those topics. If it’s a three day workshop (and it is), I can tackle one topic, one day at a time and know that it completely fits in with the client needs. And yes, the information above forms the basis for superb bullets, features and benefits—and possibly even the uniqueness of the workshop.

But surely two hundred clients will have two hundred requests…

You can’t cope with all the requests of clients, can you? No, you can’t. Your goal is to find a client (or a person) who you’d consider to be a great, but at least above average client. Go about picking a useless bum and you’ll get silly responses. But pick someone who’s practical and keen on learning/hiring you, and you have completely different results.

And while you may wonder if that client’s wish list corresponds with yours, all you have to do is go back to the three points above. If you were going to an info-products workshop, is that what you’d want? If you’re finding yourself nodding, then you’ll realise that it’s easy to ask just one client the testimonial questions and get answers that many, if not most of your clients will want to have as well.

And what if the client comes up with things you can’t deliver

In most cases, we create services, products and courses based on what we have in our heads. And sometimes the client may come up with something you can’t deliver. Let’s face it, some folks have a pretty wild imagination. But remember that the dummy testimonial contains ideas that are suggestions. They’re not set in stone. You can choose to tweak, even ignore the suggestions if they’re too bizarre.

Yet you’ll find to your surprise (and I found to mine), that most of the points actually co-relate to whatever you’re thinking anyway

In a way, the client’s answers give you a solid boost. You realise that you’re headed down the right track. And should they come up with something you haven’t thought of before, you have the chance to make changes and create products/services that are tremendously valuable.

Companies spend millions trying to do research on what clients want

And yet if you ask a client what they want, you’ll often come up with a blank. You’ll get little or no response. But put the client in an imaginary situation where they can see a finished product or service–and watch their imagination soar. They are specific and helpful. And it gives you direction with your product/service.

And it’s all from those itty-bitty six questions in The Brain Audit.

Cool, huh?

Try the “dummy testimonial”.

It’s magical.

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.

How To Make Learning Stick

Make Learning Stick 

My niece, Marsha, she’s just nine years old

I don’t know if you remember what it was to be nine, but you sure do remember homework, don’t you? There’s mathematics, comprehension, geography, spellings and a ton of other stuff.

At times, when I’m mentoring Marsha, I can see her brains fry. The well of information becomes too much for her. She needs to find a way to deal with that information, but she’s trapped. She can’t just stop learning. And she can’t go forward.

It’s a lot like how business owners feel today

My list, your list, it’s a mile long already. And that’s just our personal goals. Like for instance this year alone, I want to improve my photography, understand photo books better, learn Adobe Lightroom, keep improving Spanish, try new recipes, make new leaps in watercolour—yup, that list is long and diverse.

And then if you’re anything like me, you’ll want to improve things in your business too. So like Marsha, we wade through whatever life throws at us, desperately clinging to the next shred of information.

And often, learning doesn’t stick

What makes learning stick is a low-level of mastery. Let’s take spellings, for instance. Like spellings for instance. In any given week, she’ll have about 10-20 new words to learn. But the words are a ton of useless information by themselves. What matters is how you home in on one of them and then master it.

So we’ll sweep through and learn all the words, because you have to do it. And then we’ll work on one extension. e.g. All words ending in “ture”, like adventure, conjecture, aperture etc. And so we master the concept.

I do the same thing with Adobe Lightroom

I sweep through the entire series which I may watch on steeletraining.com, and then it’s time to solidify the training. So I do a tiny bit. I apply the information. So I’ve got Adobe Lightroom open in front of me, and I go through the videos again. As I go through them, I pull up three photos from my album and use the concepts described in the video. Soon I get a solid understanding of how to apply that information.

So I go digging for more on the same topic. I now know that I’m keen on learning the “mask” tool, so I will find other audio/video that applies to the mask tool. Once I’ve mastered that concept, and applied it over and over, I move along to the next one.

But surely all this takes a ton of time

Yes it does. And so I let my brain learn in little bits. I allocate some time for learning. When I’m learning, I don’t try to apply anything. I just keep a watch for anything that may seem useful. I just sweep through all the learning, like I’m listening to something on radio, not caring how much I’m absorbing.

But then I make note of the parts that seemed useful. And I go back and master little bits. So on any given day, I’m at least applying 10 minutes of watercolour, 10 minutes of Lightroom—and on some days that’s all I really have. Between learning time and applying time, I have to make sure I find at least an hour in a day.

And for this application to happen, preparation is the key

So yes, the watercolour books are not hidden away, they are out on a table. The book is open to the page the night before. My Lightroom software is open to the photo I want to work with. I don’t have enough time in the day to keep opening and closing things. That takes up valuable learning and application time.

So I just keep the critical elements open. For learning, I make sure I have all the audio ready so that I’m listening the moment I leave the door. I make sure I have all the books I want to read, on my coffee table, so I don’t have to hunt for them. The same with software etc. Keep it all ready to go, so you go, go, go.

Yes, of course, sometimes it’s all too much

There’s too much information, too much application. And it’s time for a break. Which is important too. It helps the brain recharge, filter through the information and come back stronger than before. The breaks should be long enough, but not too long. Sometimes I’ll take a break of 3-4 days. Sometimes a whole month. And the breaks are critical.

So here’s what you should do if you really want to make learning stick

1) Read, listen, watch all the stuff you’re interested in.

2) Make sure to note what’s important to you.

3) Go back and listen/read/watch again. Many times.

4) Start applying that knowledge in 10 minute bursts during your working day (or every other day).

5) Expect that you will not remember or apply everything. You’re still getting awfully smart anyway, remember?

6) Take a break. Short break or long break. But not too short and not too long.

7) And yes, keep things open. Life’s too short to keep opening, closing and finding things.

Learning (or application) isn’t is hard as it seems

But you can’t rush through it all. And Marsha knows that too. As she goes through spelling tests, she knows she doesn’t have to know all the words. She just has to know the little bits like “ture” or “ial” or “tion”.

The learning sticks.

She gets a 10/10 almost every time.

And if a nine year old can do it, well so can we, right?

Next Step: Links you should visit

1) Are you interested in taking your online business to the next level in 2014? Then you must have a look at 5000bc.

2) FREE! Read the entire first chapter of The Brain Audit now.

3)  Do you feel like banging your head against the wall when writing content for the important pages on your website?
Introducing: How to write compelling content for your key web pages. 

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

New! Critical Website Components: How to write compelling content for your key web pages
The Brain Audit: Why Clients Buy And Why They Don’t (Available in Different Formats)

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

Next Step: To get more Psychological Tactics
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Announcing: The Pre-Sell of the Pre-Sell Book (Available at an early bird price!)

Why Pre-Sell Book: Psychotactics
It’s here!

The pre-sell of the the pre-sell book.

What’s that supposed to mean?
Well, the book isn’t ready yet. It’s work in progress. There are pages to be written, cartoons to be drawn, audio to be recorded and tons of little things to be finished before the book is available.

But until 15th Feb, 2014 you can get it at an Early-Bird Price
I know, I know. A book that costs over $200 hardly sounds like an early bird offer. But believe me, it is. For one, the book isn’t padded like other courses. You could go out there and get several “formula launch courses” for $2500 or more. And frankly it’s hard to apply those formulas because they depend so heavily on numbers.

At Psychotactics, we’ve gone the opposite path 
We’e always tried to operate like it was 2002, and we’ve just started our business. When we sell products, services or courses, we rarely go out to large numbers. In fact, most of our courses/services are filled up with an audience of fewer than 400 customers–sometimes less.

We don’t have any affiliate program, no advertising campaign…
No Google adwords; no social media presence to speak of; no joint ventures blasting our products/services to everyone in sight. And yet, we’ve thrived over the years simply by putting out great products/courses and services. And doing so with small audiences.

You’re probably small too
Your audience may not be much to boast about. Yes there’s a ton of blah-blah about how to get 20,000 fans and increase your subscriber list by 432%. And yet, you know deep down in your heart, that isn’t going to happen in a hurry.

Pre-sell helps your clients know about your products/services a lot 
in advance
And it helps them decide based not on this relentless joint-venture-formula-blast, but through a slow, organic method that works. There’s no fluff here, no soul-selling craziness. And yet, make no mistake, the products/services fly off the shelf when offered.

We’ve learned a lot of stuff over the years.
We’ve done a lot.
Nothing has been as magical as pre-sell.

Nothing.It’s saved us time, made us a small fortune, allowed us to take 3 month-vacations every year. And most, if not all, the aggravation of wondering and waiting is minimised.

So how do you buy into the magic?
You can pre-purchase it today before the price goes up.
This price is valid until 15th Feb 2014 (yup, that’s next weekend).

Judge for yourself:

Warm regards,
P.S. The premium bonus is a product in itself. You’ll be able to create a “mini-sales page” that works and takes away a ton of aggravation. You’ll learn how to put together a template quickly and effectively (which really is a big boon, considering all the work that has to be done when launching just about anything).

P.P.S. If you’re wondering, the price will go up by $100 next 
weekend–and then keep climbing. So this week is a bit of a bargain.

How To Stop Your Left Brain From Thinking

How To Stop Your Left Brain From Thinking

Do you know how you freeze when you see the tool bar on a program like Photoshop?

Do you know how you’d feel if you were thrown into a cockpit and asked to fly a plane?

Yes, you did know how you felt, the first time you were asked to drive a car.

It’s your left brain at work

The left brain is the bully brain. It doesn’t just complicate things with its logic, it goes one step further. It drowns out the free-thinking nature of the right brain. But first let’s deal with logic.

The left brain is mathematical and logical

So like all maths problems it likes to be correct every time. Which is fine when you’re dealing with maths and 7 + 3=10 (and can never be 11). Every thing has to be black and white.

It’s different when you’re drawing, or playing music or writing an article. You can have your black and whites and a range of rainbow colours. This of course drives your bully brain totally crazy. It’s trying desperately to pigeon-hole what you do into black and white. And of course, it fails. This sends you into a bit of a spiral as you consider the options to rationally solve the problem.

Instead you should reach out for the right brain—the crazy brain— instead

The right/crazy brain doesn’t give a hoot about being black or white. So if you wanted to teach someone Photoshop, the right brain will accept that you don’t own a computer. It will also accept that you don’t have Photoshop in front of you, or the fact that you’re sitting in a cafe instead. And yes, you can teach someone Photoshop a lot quicker when the bully brain has been shut down.

This “crazy brain” activity applies to article writing, as well

Let’s say you’re writing outlines. And you logically want to think through the outlines. Well, that’s going to take you about 15-20 minutes per outline and your bully brain ping pongs between black and white. But instead do something quite radical.

Cause the bully brain to shut down

The way to do this is to give yourself a fixed time. So you have to cover the entire outline in fewer than say, 5 minutes. Immediately your bully brain will snarl. Surely you can’t have speed and quality, it hisses. But ignore it. Just go with your crazy brain. And at first, you’ll get resistance, but eventually the bully, like all bullies, will just get fed up and leave.

I found this when I was teaching shorthand back in 1990

My dad used to own a secretarial college. And I’d just learned shorthand (which is a way of taking dictation really quickly, just using a bunch of squiggles). And I’d been deputed to dictate to a new batch of students. Well, I started the dictation slowly, but as the days passed, ramped it up to a rather quick speed.

My mother (who also taught at the college) was not impressed

She told me to slow down. She told me that the students would make mistakes. And yet, we found that the mistake rate had actually gone down when the students didn’t have time to think. Their accuracy was up and their speed was better too.

But does that mean you should always go with the crazy brain?

No, of course not. Both brains have their value. But you have to recognise that the bully brain doesn’t do very well when dealing with fuzzy stuff that doesn’t end up with 7+3=10. So you have to bypass it. Sometimes speed works. Sometimes it doesn’t.

Sometimes change of method, location, technology—there are different things that work. And your job is to find out how to stop your bully brain from taking centre stage and prancing around like a spoiled two-year old.

Is the bully brain taking over?

If you freeze; take too much time; if what you do is driving you crazy, you need to stop the bully brain. Find a way to access your crazy brain instead to tackle the same job in a totally different way. You get your work done and most importantly that bully brain shuts up.


P.S. The brain loves a break.
So no matter what you’re doing, take a break, if only a small one. A few minutes makes a big difference. Don’t head to Facebook. Just take a genuine break. Step outside for a few minutes. Or just lie on the floor and relax your back. And the brain functions a lot better.

Try it.

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 the brain 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

Next Step: To get more Psychological Tactics
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The Core Difference Between Winners and Losers

The Core Difference Between Winners and Losers

There are two kinds of people on the planet.

Those who make excuses.

And those who don’t.

The ones who make excuses don’t start that way

No one is ‘born talented’ at making excuses. But over the years they learn to get out of things. They learn how to blame the weather, their parents, their teachers, the system, the chewing gum—yeah, pretty much anything that can deflect the blame. And give them the excuse they need.

And then there are those who don’t

Or rather won’t.

We all have our difficulties and some days we feel like making excuses. And we start mumbling, but stop before the mumble pushes itself into a rumble. And we get the job done.

Amazingly all of us have similar capabilities. Similar capabilities to get stuff done

Or completely screw up our lives with excuses.

When you wake up in the morning you get to choose which route to take. As one wise person said: The difference between successful people and unsuccessful people is that smart people hate doing the same things that unsuccessful people hate doing—but successful people do it any way.

As you go on this journey, you get the chance to back out

To make excuses.

To blame the chewing gum.

Or not.

You have the choice.

You decide.

“Business owners are often too scared to ask for testimonials”

How to get client testimonials

I’ve been using Testimonials as a marketing tool for years and I didn’t think there was much left for me to learn about testimonial techniques. Especially so after reading those powerful six questions in the Brain Audit.

What I found really useful is how Sean de-constructs various testimonials, showing you the parts where they fail, and thereby enabling you to create testimonials that work a whole lot better.
Cornelia Luethi, FX Marketing
Auckland, New Zealand
Judge for yourself: Testimonial Secrets

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

Top Selling Products Under $50

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

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

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

1) Black Belt Presentation Series: How to completely control the room—without turning anyone off?
2) Online Membership Sites: A crucial insights into what makes a successful membership site

When To Re-Run Articles (And Salesletters) To Your Email List

When To Re-Run Articles (And Salesletters) To Your Email List

Have you seen the “Daily Show” hosted by Jon Stewart. Every year, like any sensible person, Jon takes a break. But the “Daily Show” goes on. All the producers do is run some of the best of the “Daily Show” while John lounges on a beach somewhere.

You too need a “beach” scenario for your newsletter list

From time to time, you too need to re-run some of your articles, and there’s a very good reason why. Though the article may seem old to you, remember that your list is always changing. More people subscribe to your newsletter all the time and though existing readers may have read your articles, newer readers have no inkling that those articles exist.

Yes, those articles may be in some blog or website archive, but no one really goes searching for a specific article. This is why re-running the article makes a lot of sense, especially for newer subscribers.

But what about existing subscribers?

You may assume that existing subscribers would be upset, wouldn’t you? And yet they aren’t upset at all. How many times have you read something or heard something and not acted upon it? The same applies to existing subscribers.

The first time you send out something, they may have not acted on it, or been too busy to read it on that day or just archived it, hoping that all the planets align and they’ll be able to read 4456 archived articles at one go.

But today, yes today, when you send out your newsletter, they’re less busy, or the article in question arrives at just the right moment. This causes them to read it afresh and act on the information.

This advice applies to sales letters as well

We’d been promoting a product for over two years to our list. One day a client bought the product, thinking it was a brand new product. When we assured her it was an existing product, she was surprised. So she dug right into her archive and found something extremely surprising.

Not only did she received the sales letters for close to two years, but even the wording of the sales letters hadn’t changed in all of those years. It’s just that she was ready at this point in time to receive and act on the message–and that’s just what she did.

But is there a limit to recycling?

Not really. We’ve run some articles as many as six-seven times, but with a ton of space in between. So maybe we’d have run the article in December of 2004. Well, it probably ran in Dec 2006, 2007, 2009, 2011 and so on.

The same applies to the sales letters. They have a gap of several months, or even a year, depending on our sales schedule. So in reality you can recycle forever, as long as you don’t get overly lazy and send it too often.

What you recycle may also matter

We tend to recycle some of our best-read articles, but also recycle articles that have nothing to do with our core business. So at Psychotactics, we’re in the business of marketing. The articles that get recycled a lot have nothing to do with marketing. They have a lot to do with time-management, talent acquisition, courage, focus etc.

This is an important point to consider, especially when recycling your editorial. But it works for sales letters too. For years we’ve run the same “fairy godmother” sales letter for the Article Writing Course. And every time it gets the same results (the course often fills up in a few hours).

In fact, recycling can be made profitable and useful as well

Imagine we took every single article from Psychotactics and put it in a format (such as PDF or Kindle) that you could download and pay a small fee. Wouldn’t you want the articles? I know I love to read the work of others, and if they took the time to put it together, I sure would buy it. And I know that others would want to buy such a product as well.

And how do I know this? Because in 5000bc, our membership site, I will often recycle older articles and put them into a report format called “Vanishing Reports”. Almost every time, there will be dozens of comments on the usefulness of the reports.

Bear in mind that nothing has changed, except the format (it’s gone from the website to PDF/ePub). And yet the clients read it as if it were brand new and had immense value.

Because you know what–it does have immense value

Yes, the “Daily Show” re-runs its shows. And yes, Jon goes on a break. You should consider breaks such as these as well. If you stock away your articles for recycling, you can use them when you’re super-busy, ill or just away at the beach.

The professionals do it–and profit from it.

Isn’t it time you started doing it too?

“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 Series: Psychotactics

The Story Telling Mini Series gave me the road map for my web-site.
Demet Kitis, Canada
Judge for yourself: Story Telling Mini Series

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

Top Selling Products Under $50

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

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

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

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



How To Isolate the Biggest Problem Of The Client (Without Driving Yourself Crazy)

How To Isolate the Biggest Problem Of The Client (Without Driving Yourself Crazy)

Ever tried to soothe a very young child when he’s crying?

You cuddle him, give him something to eat, something to drink. But the bawling is driving you crazy. And so you give him some of his favourite toys, some keys—and maybe in a moment of madness, a set of drums.

You’ve calmed down the crying, but you can’t control the noise

And that’s the kind of noise you get when you’re trying to understand why clients buy. You see, the reason why clients buy is because you’re solving their specific problem. And you can try to guess what that problem is, or write some boringly synthetic copy.

Or you could meet with the client over lunch…

So there you are, interviewing the client. You’re asking her about the biggest frustrations she’s battling at this point in time. And of course, once the client gets started, there’s no stopping her.

In effect, you’ve given her a drum kit

Now she’s simply thumping out all the problems she wants solved. And she’s got a wish list a mile long. She wants this, that and the other. So how on earth are you going to figure out what she really wants?

The answer lies in reduction

You ask her to choose the top five things that are important to her. Then the next three. And then ask her to choose one. At this point, a huge amount of resistance will set in. She will not want to choose just one. After all, three is like hedging your bets nicely. Why choose one when you can have three?

So you randomly remove two from the list

If your client isn’t protesting like crazy, it probably means she’s quite happy with the one you’ve left behind. If she’s shaking her head like a crazy person, you’ve just taken away one of her prized possessions. And you can be jolly well sure she’s going to fight to get it back.

Let’s take an example to understand this concept better

Let’s say your target profile is a salon owner. So yes, she wants to make a million dollars a year, yes she wants a villa in Fiji and oui, oui, she wants her business not to crumble while she’s sipping all those piña coladas. So what’s really important to her? To her, the Fiji villa may mean everything.

But then again, maybe not. She may sure like the lifestyle, but maybe the biggest problem she has is that the salon falls to pieces once she’s away. If only there was a way to make sure that salon continued to turn out great service.

The same concept of target profile applies to a mother choosing a car

When faced with an option of a new car, it’s easy to list all the benefits and features under the sun.

But if you start using that red marker and eliminating all but three, you’ll find the claustrophobia soon sets in. She wants to have all three, and yet there’s one of those three that are more important than everything else. Yes, she’d like that fancy red shade, but hey, if the car can’t seat all the kids—and the dog, it’s a non-starter.

And that’s how we know that the space factor is important, far more important than anything else.

So there you have it—a method to get down to what’s really important to the client

Step 1: Make the target profile write down the list of things that are important.

Step 2: Reduce that list to five (Yes, cancel the ones that aren’t as important).

Step 3: Reduce it further to three.

Step 4: Either get the client to choose the most important one, or randomly chop off two from the list. And then watch the reaction. She will eventually pick one problem.

Every time you create a new product or service and want to write a sales page or brochure, you’re going to have to reach out to a client to give you direction. If that direction goes awry, take away the “toys” one by one.

When you take away the one they want the most, the “bawling” will tell you all you need to know!

“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 Series: Psychotactics

The Story Telling Mini Series gave me the road map for my web-site.
Demet Kitis, Canada
Judge for yourself: Story Telling Mini Series

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

Top Selling Products Under $50

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

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

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

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

The Curse of Super Momentum: Why We Feel Stuck

The Curse of Super Momentum: Why We Feel  Stuck

Have you ever driven a car really fast? At some point it seems like the car is standing still. You’re doing 100mph, but it sure feels like you’re not really moving. You get this feeling on a plane as well. You’re hurtling at 500mph and you feel like it’s a terribly long flight and you’re bored, frustrated and there seems to be no destination in sight.

This is the curse of super-momentum

I’ll have participants on a course like cartooning for instance. Some participants do just one or two cartoons a day. Some do sixteen a day. So who feels the most stuck?

Yup, it’s odd, but the ones who are doing sixteen feel like they’re not making progress as quickly as they should. They feel like they’re standing still. And it’s true, you do feel like you’re standing still.

Several years ago it would take me a day or two to write an article

Now I can turn out three or more articles in a day. But I often feel like I’m doing nothing. I’ll get up, write two or three articles. Read through about 50 posts, go for a walk and I feel I’ve done NOTHING! I feel the same with my watercolours. In 2010, you couldn’t talk to me when I was doing a wash of watercolour. Now I can do three washes while having breakfast. And I think I’ve done nothing.

Super-momentum is the reverse of lack of momentum

Lack of momentum makes you feel like you’re doing nothing. And you usually are.

But super-momentum reeks of the same lack of progress. It’s time to recognise that your brain is playing tricks on you. That indeed you’re in a plane hurtling ahead at 500mph.

That you are moving ahead incredibly quickly.

Even if you can’t feel it.

NEW! The Brain Audit is now available in many formats

Brain Audit Epub and Kindle
1) You can get a physical book (directly from Amazon)
2) You can get the ePub/Kindle/PDF version
3) You can get an audio version
4) Or you can get the the more interesting (or should we say “most interesting”) option The Brain Audit Kit.
Find out more Brain Audit Options

Top Selling Products Under $50

NEW! Critical Website Components: A Simple Step-by-Step System to Creating your Key Website Pages

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

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



Announcing: The Brain Audit Kit-The Complete Brain Audit Workshop

If you’ve ever wondered what it must be like to attend The Brain Audit Workshop,
wonder no more.


Because finally (yes, finally) here’s The Brain Audit Kit–a compilation of goodies
that includes a complete workshop, ebook, epub (yes, you can read it on your smart
devices) and a bit more.


If you’ve never read The Brain Audit before, you’ll need to see what’s in this book that’s
caused thousands of businesses to “sell without selling”.  And you’ll also realise why this
book has over 800 testimonials from businesses like yours all over the world.


If you have read the book, the goodies + the workshop is a steal.


But don’t take my work for it. Check it out for yourself at:


Warm regards,
P.S. Get it right away, before Tuesday 13 August.