Announcing: How to Sell Without Selling (Special Offer)

quick presentations

Marketing provides thousands of ways to get and keep customer’s attention…
But you don’t want thousands of ways. You just want a simple system that’s effective. A system that has been tested for over 12 years and  got results. And most importantly a system  that you don’t have to pull up a 675 page manual to even work out.

Announcing: The Brain Audit Kit + Special Goodies worth $158 (Valid until 12 May 2015)

The Brain Audit is the book that gives you a system
The Brain Audit is a step-by-step system that enables you to understand what’s going on in the brain of your customer. It’s a system that is based on a deep understanding of how our mind works, and why we do what do.

When you buy the Premium Brain Audit Kit on the 13th, 14th 15th, and 16th Sept. 2014, you’ll also get “How To Identify The Right Target Audience For Your Business”.

This book will give you an instant understanding on 
-HowYou Can Get Target Audience Wrong
-How Target Profile Works
-Persona Vs Person and more…

Take advantage of this special offer of The Brain Audit Kit right away. (This offer expires on 12 May 2015)


P.S.Make sure you don’t miss this offer. And make a decision, based on what you read.

(This offer expires on 12 May, 2015)

How to get FREE: Two Brain Audit Audio Files

Higher Prices
Last week you got a chunky 30-page excerpt of The Brain Audit.
This week you can get two short five-minute audio files. These short audios will teach you two very important lessons which you can implement straight away.

What you will learn:

1) The critical difference between ‘The Solution’ and ‘Your
2)  A tested-formula on how to write a powerful tag-line.

There is a deadline though

You have to get it before May 13, 2015. Then it’s gone. So get it right away. Either download it, or listen online.

Here are the links: (It make take a few minutes to load)

Each audio is 5 minutes and contains clear and actionable information. So listen to it today and implement what you  learn.
Try it today. You’ll hear for yourself what makes The Brain Audit so well-loved and mostly well-used!
P.S. Don’t forget to download the audio before 13 May, 2015.

Why Stories Are Great For Sales Copy

Why Stories Are Great For Sales Copy

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

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

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

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

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

So what makes this letter so dramatic?

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

And the answer is, it depends

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

Create a point of difference

Get attention

Create emotional tugs

Make the product/service easier to explain/retain

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

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

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

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

The story also gets and keeps your attention

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

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

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

So how does the story create emotional tugs?

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

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

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

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

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

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

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

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

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

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

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

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

Start with the difference

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

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

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

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

 Testimonial Secrets Bonus Video

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

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

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

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

Top Selling Products Under $50

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

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

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

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



Is Your Packaging Hurting Your Sales?

Packaging Losing Sales


Does the name Elston ring a bell?

Probably not, huh?

That’s because of something that happened in 1933. You see, Elston was a quiet little town in Queensland, Australia. Sure it had a few shops, and a slightly worn down hotel, but there wasn’t much that would get anyone’s attention. Of course this didn’t sit well with the local councillors. They decided something had to be done to change the image of the place.

So they simply started with the name

But even there they were stumped. How do you rename a place and make it sound interesting? At this point someone decided to name the place after the local hotel—which just happened to be named Surfers Paradise.

Today, Surfers Paradise is well known across the planet—and notice something—nothing really changed that much

The beach was the same, the waves, similar. Yes, now there are a line of monstrous array of buildings that line the beach, a ton of shops and an unending flow of visitors that tremendously boost the local economy. And it all started out with a bit of packaging. The packaging was simply to change the name, and banish Elston from living memory.

Villa Maria Wines had a similar clean up act

Today, Villa Maria Estate is New Zealand’s most awarded winery. And their flagship wine is Villa Maria. Well, Villa Maria wasn’t always the poster girl of wines. In fact it was struggling. New packaging came to the rescue, while the wine stayed pretty much the same. And voilà, today we have a bit of a success story, no?

So does the old wine in new bottle work for any flagging brand?

You’d think so, right? I mean these brands weren’t exactly doing too well before they were rescued by some interesting branding. And yet the problem was not so much the brand, but the way people perceived the product, service or location. To give you an example, here’s what you need to do. Take your website or blog (no matter how good or bad it is) and format it like how websites looked back in the year 2000.

Instantly you have a massive problem

No matter what you’re selling at this point, your sales will tank. Customers will pop in and pop out of your site faster than you can imagine. Now notice that not a lot has changed. It’s still the great content, it’s still the nice images, but the packaging alone drives customers away.

Content may be king, but packaging is emperor

So what steps can you take to improve your packaging? What are the benchmarks you need to put into place to make sure you’re not needlessly putting off customers? Here are three elements to look into:

1) Product or service names

2) Is your product/service consumable?

3) Is your product/service looking dated?

1) Product or service names

When you launch a product, service or even business, it’s likely that you’ll put a great amount of time and effort into finding a name. And yet, in retrospect, that name may not be as shiny as it seems.

In 2000, when I first started my business (and website), I called it Millionbucks. Crappy name, right? Well, I didn’t think so. I got a designer to work on my logo, got some amazing cards and letter heads. And it’s not until I changed the name to Psychotactics that people around me told me how “crappy” the Millionbucks name was, in the first place.

Some names are good right from the very start. Some aren’t so great. At Psychotactics, we’ve had to go back and look at our names from time to time. Names of products, services, workshops—even the names of our websites. And we’ve learned from our mistakes. We ask clients for their feedback. When specifically asked if a name needs to be changed, clients will give you their suggestions. And so you should ask, and change the name, if necessary.

But that’s not the only form of packaging. The second and extremely vital form of packaging is testing for consumption.

2) Testing for consumption

What is design? Design may seem like the way things look, but in fact it’s also the way things work. When you first wrote your book, or your manual, you may have had a limited range of writing skills. Since then you’ve grown and so has your audience. It might be possible to sell older, not-so-great stuff to your audience, but it does you no good. You need to go back and see if your material actually gets the client to slip-slide from start to finish.

And of course, the only way to find out whether your product is consumable is to ask for brutal feedback. If you want pats on the back, well, that’s nice to cheer up your day, but if you’re a professional, you’ll look for the holes in your material. You’ll want to fix it so the client gets to the end of the product instead of abandoning it along the way. So ask your clients: Where do they get stuck? What do they think you need to put in to move them forward? You’ll be surprised at how many suggestions come your way.

When we wrote the first version of The Brain Audit, it was decent. But we’re now on Version 3.2 of The Brain Audit. Why is that the case? Yup, clients have suggested changes, we’ve grown a lot and so the book has evolved and become better with every version. And that takes us to the third part: Is your material/website looking dated?

3) Testing for datedness

Look at the navigation bar on your site. Notice how most sites today don’t have that extra skinny navigation bar? That’s because styles have moved on a bit. At Psychotactics, we’re still holding on to that skinny navigation bar, and it’s time to change. The same applies to certain products or services, which have simply dated over the years.

We used to have a series called “Website Secrets”, a $2500 course called “Infoproducts course”. If you go to our product pages, you’ll find they’re no longer for sale. Is this because clients complained about the product? Not at all. But you need to evaluate your products (and services) from time to time for datedness.

As a result of looking back at our products, we created “Website Components” (which sold and continues to sell very well, thank you). And the information products course is going through a complete revamp, including a workshop in Vancouver later this year. Notice that it is a bit of hard work to axe all these products and services, but in renewing them or creating them afresh, we’re also attracting newer clients and generating income.

Again, the best way to go about cleaning up your products and services is to ask clients for brutal feedback. And then it’s time to go fix your stuff.

But don’t get into the sake of packaging for packaging’s sake…

Packaging can quickly suck you in like this year’s fashion. You may suddenly want to make changes for change sake, and while it all looks nice and contemporary, packaging is a very costly exercise in time and money. So yes, make sure you do an audit on your products and services. Audit the names, how consumable they are, and if they look and feel dated.

Elston was once a sleepy place

Villa Maria was once a sleepy brand.

Website Secrets slowed down on sales until we worked on a new product like Website Components.

Packaging is profitable. And needed

You don’t want to end up with an Elston—or God forbid—Millionbucks brand, do you?


Important Announcements

If you have been considering the Info-Products Course or the DaVinci Course, the prices go up on 17 August 2014.
Info-Products Course Details: Live and HomeStudy
DaVinci Course Details

Next Step: Links you should visit

“I thought I had a pretty good About Me page.”

Website Components

“My ‘About Me’ page was a whole load better than many others that I had seen. I couldn’t really see that I could improve on that much.

Then I read Sean’s ‘About Me’ page book. Suddenly, I had a long list of improvements that I could make to my page. Now that I’ve implemented them, the page looks so much better. And I get more engagement from my website visitors.

Here are three reasons why you should invest in this book:
- You’ll be able to read it quickly.
- All the suggestions are really clear.
- It’s easy to implement the advice.

I would recommend this book to you no matter what kind of company run. You’ll be surprised how much you can benefit from it.

Matthew Parker
Profitable Print Relationships, Wiltshire, UK
Have a look: Website Component 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

New! 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

Next Step: To get more Psychological Tactics
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Why Rituals Improve Customer Retention Rate

rituals improve retention

How do you do 100,000 steps a week?

The short answer: With a lot of difficulty.

But seriously, 100,000 steps a week is a whopping 14,000 steps a day. And to get motivated to do something like that is close to impossible, right? Yes it is, unless you have a ritual.

So what is a ritual?

Religions understand this best. They make sure you come back time and time again to do something on a very regular basis. In the Catholic religion, this might be a ritual such as communion, or offering peace to each other. But other “religions” also have a ritual. A group of small businesses might start their Friday having breakfast, and then networking.

It’s also the reason why my wife and I end up doing over 100,000 steps a week, is because she wants to get to drink her coffee, and watch the sunrise.

Without the coffee, the sunrise (or the steps) are a lot less appealing

That’s because the ritual takes centre-stage. Yup, you read right. It’s not the product or service that matters as much, as the ritual itself. And we know this to be true, because you take away the ritual and a sense of disappointment wafts over almost instantly.

This means that without the coffee, the walk is not so interesting. Without the communion, it seems like the mass is very incomplete and the breakfast before networking becomes far more critical than you’d expect.

So let’s stop and examine the elements of a ritual before we go ahead

1) It’s recurring
2) It’s not usually the main product/service/event.
3) Without the ritual, there’s a feeling that something’s missing.

Let’s take some examples from Psychotactics to understand this concept better

In Psychotactics courses, we have a ritual. It’s called Friday. And as you go through a course such as article writing, cartooning, headlines etc. you will find that Friday involves no assignment. So if you’re writing articles all week long, you don’t write an article on Friday. Instead all you do is share your learning for the week. Once you do that, you get a gold star.

Surely a digital icon like a gold star isn’t that important, you’d think…

Yet week after week, participants rally around the Friday cooler to get their gold star. The gold star becomes a validation that you’ve done your assignments and you deserve your reward.

So does the gold star have anything to do with actual article writing or cartooning? Not at all. It’s not part of the main product/service or event. And yet, it’s a critical recurring phenomenon.

You may think it’s silly to hanker after a gold star, but all of us want validation and this “award” ritual is what keeps customers coming back time and time again. In a few weeks, the clients expect the learning and the consequent gold star and if I should forget (I don’t forget, but I might have in the past) they will remind me, because they feel something’s missing.

The same concept could be applied to the Vanishing Reports in 5000bc

If you’re a member of 5000bc, you know that there are detailed free reports on topics such as viral marketing, pricing, headlines etc. And you also know that the report vanishes after a period of time, and it’s no longer free. In effect, you could call the Vanishing Reports a ritual.

But they’re not. Remember the three elements that need to be in place? Yes, the reports are more important than 5000bc itself. And, if the reports don’t show up, there’s something missing, but the third element is also important: Is it recurring?

In 5000bc the reports have not been recurring–at least so far

In fact, the reports aren’t always consistent. Sometimes there’s no report for a month and at other times there are five reports. And this means that a ritual isn’t being put in place. If the report arrived on the first and third Friday of the month, that would set up a ritual. Is it Friday? Is it the third Friday? Let’s go and check out the report, even if the notification for the report isn’t showing up in email..

Now the moment you read this, you’ll wonder how you can apply this to your business

Duarte Design is a company that creates great presentations. Where’s the opportunity to create a ritual? And yet they have a ritual: it’s called Halloween. Year after year they have a pumpkin carving competition that grows in popularity.

A law firm I once consulted with would have a special wine evening twice a year and layout a super-spread. The Grammys and Oscars have the ritual of the after-awards party that no one would dare miss. So whether it’s a tiny competition, a party, a gold star or even a fixed routine, you can, with a little thought set up a ritual of your own.

Some businesses may require the ritual to recur frequently. Others may require it to be just once or twice a year.

But make sure your rituals involve a group—even a small group

The reason why we end up at the cafe day after day, no matter what the weather, is because one of us will motivate the other to go. The same applies to the networking group or folks on any of the courses.

If the ritual is kinda solitary in nature, it’s easy to die a quiet death, but the moment it’s somewhat group-based, the members of the group feel the need not to let the others down. And so they show up and most often feel a lot better for having shown up.

100,000 steps a week is hard work

Even 70,000 is not easy.

But slip in a recurring ritual, and voilà, it might just work!

Announcing! How to get $75 worth of Info-Products Goodies (Absolutely Free!)
(In case you missed the email)

Information Products Home Study and Live Workshop

As you probably know, we’re having a live Info-Products workshop in Vancouver, Canada in September. And it’s not, not, not, not, not a seminar. It’s not blah, blah. In fact, you actually make mistakes, you work on learning how to “create a non-boring info-product”.

But we can talk about the live workshop and the home study later, because here’s the good news.

You get a series of bonuses (absolutely free). Why? So you can judge for yourself whether you want to follow a system that works, or just some scummy “get-rich-in-your-underwear system.”

You be the judge.

Here are the three free reports (more details when you click the link)

Report 1: How to Name Your Info-Products
Report 2: The Irresistible Report: How Do Your Create It?
Report 3: Info-Product Mistakes (And How To Avoid Them)

And once this workshop is done, these products will be sold.
They’re now free. So get them while you can, because they’re extremely well-produced (you’ll see for yourself).

Here’s the link and more details. :)
Free Info-Product Goodies

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 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 July 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 enthral, hold and move an audience to action?


Next Step: To get more Psychological Tactics
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How To Avoid Dragging Out A Well Known Story (And Boring The Reader)

How To Avoid Dragging Out A Well Known Story (And Boring The Reader)

You know that story your mum used to tell? Every time she’d start recounting it, you’d groan. You had heard that story ten squillion times before and your mum just ignored you and told it anyway.

You may forgive mum, after all she’s just dear ol’ mum, but your readers won’t always be as kind. If you bore them, they’ll just move on.

So how do we bore readers with our story?

We do this by unfolding a sequence or story that’s extremely familiar. It’s so familiar that as the reader is about 30-40 words into the sequence, they already know what you’re going to say for the next 100-200 words or so.

Let’s take an example or two

Let’s say you’re writing about Goldilocks and the three bars.

Now, the sequence is unknown. (Yes, that was bars, not bears). But if you talk about Goldilocks and three bears and drag out the sequence, it gets tedious, because I already know what you’re saying.

So you shorten it like this…

We know about Goldilocks, don’t we? And those three bears? And how she broke in sat on their chairs, ate their porridge and then slept in their beds?

And then you go on to the rest of the article

When you tighten that sequence, you respect the intelligence of the reader, but still bring in the story to jog their memory. And of course the story is integral to your article, so you can’t leave it out. So your job is to keep the sequence tight and taut.

Let’s take another example: a story about retirement

The downslide of retirement is quite a familiar territory. It goes like this: The person retires: They’re excited; Then they get bored.

That retirement sequence was literally three lines. And you can get to the point awfully quickly if the story or sequence is known. But you don’t always have to be so curt. You do have a little more leeway than three lines.

Your opening could be: Retirement is a sickeningly familiar story, isn’t it? Everyone works like crazy, longs for retirement and then it happens. We get bored and disillusioned. But what do you do once this disillusionment sets in?

And then you go to the rest of your article

Which of course makes the reader very happy. But more importantly it saves you about half an hour of slaving over an opening that is going to put the reader off, instead of helping them move through the rest of the article.

Keep the sequence tight

Keep it taut.

And yes, smile when mum starts up her story yet again.

“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

8) Critical Website ComponentsHow 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) Online Membership Website: How To Build A Powerful, Community-Driven Membership Website



Why Marketing In 2014 is like being in 1920

In 1920, marketing was a chore.
People were separated by vast distances. To get any sort of message
across was a royal pain.

And this is what 2014 looks like as well.
There’s Facebook, Twitter, Glitter, Mitter and a million methods
that are distracting you–and your customer. And with every month
that passes, the distraction gets even greater.

Marketers, of course, will tell you a different story
They’ll tell you that you can get 10,000 Facebook fans overnight.
They’ll tell you that their list is growing by 500 customers a day.
They’ll give you these wonderful, overnight success stories.

So you’ll buy the “magic trick” and hope that it works for you,
and invariably the market takes over. The distraction kicks in,
and it’s harder than ever to get newer customers (let alone
get customers to listen to you).

So what’s the solution?
The solution has been staring all of us in the face for the longest
time. You never needed (or will need) 10,000 Facebook fans. Yes,
it’s very nice to get 500 customers a day, but hey, let’s be

What you’ve know all along is that you can indeed get all
the revenue you need from fewer customers.

But fewer customers come with their own caveat
The fewer the customers, the more you’ll have to make sure they’re
paying attention. And that’s why you need to drip feed them
information over weeks, possibly months. It’s a patience-based
system, this concept of pre-selling.

And yet, pre-sell works pretty solidly. With pre-sell, you are able
to systematically get the few customers to buy your products and
services consistently. This ensures you have a lot less stress, a
very solid income and aren’t spending all your time doing yet
another joint venture, affiliate program or crazy ad campaign.

Best of all, pre-sell enables you to test the validity of your
product or service (yes, even a service) long before you spend all
that time and effort creating it. If you do it right (and there’s
no reason not to), you get a small stampede that keeps you more
than satisfied–even with just a small group of customers.

1920 was indeed a chore.
And 2014, will be a pain too.
Or not.

Have a look:

1) This is a pre-sell page. There is no “buy-now button”.
2) The buy-now button will be put in place on Sat 8, at 3 pm
(Eastern US).
3) Yup, all the details are on the page. Have a look.


How To Get Almost 100% Of Clients To Give You A Testimonial After A Course Or Workshop

How to get almost 100% of clients to give you a testimonial  after a course or workshop


You ain’t nothing but a hound dog.

Cryin’ all the time.

You ain’t nothing but a hound dog.

Well, it seems like that when you’re trying to get testimonials, doesn’t it?

You’ve finished your online course, or your offline seminar/workshop and now it’s a royal pain trying to get the clients to give you a testimonial. You may get two or three clients that respond right away, but after that it’s a grind to get the rest of the testimonials.

But there’s a way to get almost 100% of the testimonials

And the way to do it, is to ask for your testimonial at a precise moment. And that precise moment depends on whether you’re having a live event or an online course. So let’s take bot scenarios one by one.

Scenario 1: Online course

Scenario 2: Live workshop

Scenario 1: When to ask for testimonials in an online course

Most of us would gingerly wait for a week or so to pass before asking for a testimonial. And yes, that’s what we used to do as well. And all that gingerly waiting becomes a drudgery because you have to keep following up. So we decided not to follow up. We decided to make the testimonial and feedback part of the last week’s assignment.

So the last week looks a bit like this:

Day 1: Post your feedback (Note: The feedback questions are given to the client)

Day 2: Post your experience/testimonial (Note: The testimonial questions are also given to the client)

Day 3: Say thanks and goodbye to your team/group.

You can see what’s happening, right?

If you’ve made sure that your course has had a series of assignments, the feedback and yes, the testimonial becomes part of the structure. No longer do you have to chase, chase, and chase yet again. This ensures almost 100% (yes, there is always the exception) of your participants give you very detailed testimonials.

But this languid scenario changes dramatically with a live course

In a live course, you could indeed use the same concept. You could allocate about an hour of the live course to get testimonials from everyone. But that method of getting testimonials wouldn’t always go down well with the audience.

They’d see you eating up a lot of their “workshop time” to get a testimonial. And if you wait too long, everyone is tired and wants to go home. And so you run into a whole bunch of issues.

But as you suspected, those issues can be resolved as well.

We use two methods to get testimonials.

Method 1: Getting testimonials in the breaks

With the use of a smartphone, a Gorilla tripod and a good microphone (like the Rode iXY) you can get amazing video testimonials from clients. And the way to get the testimonials is in the breaks. Breaks are the period before the workshop, after the day’s events and the hour-long lunch break.

Start with existing clients first

If they’ve been to a workshop before, they’re keener to give a testimonial earlier in the process. So you may start getting testimonials as early as the first lunch break. But waitasec, how can someone give a testimonial about a workshop when they haven’t finished the workshop yet?

Correct, they can’t.

And it would be unethical to give a glowing review of the workshop at the first break. So you focus on just one element of the workshop instead. Maybe just an insight of the morning. Or just an insight into how the workshop was conducted.

Then as you go through the day, you make sure others give their testimonials as well

The key factor is to make sure your workshop attendees book their time with you. Like planes circling an airport, they wait their turn. And this is a good idea to have clients in this stacking order. They see others giving testimonials and see the way you’re asking questions. And so in turn, they’re able to prepare themselves for your questions as well.

The best part of the day is usually the morning or half way into the lunch break

But if you finish the workshop early (and I always do) then the participants have a lot of time to hang around. This is when you get the rest of the testimonials as well. But what if you can’t get to everyone? That’s where the second scenario comes into play.

Method 2: The learning scenario

At the end of every day, we have a round of learning. This means that everyone gets a chance to share their learning of the day. If you’re strapped for time, this may be the only chance you have to get a testimonial.

As the clients pass the microphone around, they not only give their learning, but what they thought was a very insightful moment (and why it was insightful).

Even if the client spends just 2-3 minutes talking about their insight, you get a 500 word testimonial. And it’s all part of the workshop process; the learning process.

So what are the two bigs mistakes to avoid while getting testimonials?

The biggest mistake is lack of preparation on your part. This isn’t some game.

You need a strategy. Whether it’s participants on a live course or an online course, you need to plan this out well. And you need help, especially at a live event. You’ll need someone to keep the noise level down. You’ll need a helper or two, should things go wrong.

The key is to be prepared, make a schedule and get your participants to be part of that schedule. If you want almost 100% results, you can’t put in 10% effort.

Yes, it’s going to be tiring and frustrating at times, but mostly clients will be happy to help out, if only you ask for help.

Also it might seem like a good idea to skip some testimonials

I’d only do that if the client was a troublemaker or if I really ran out of steam and time. Most of the time you want to cover everyone for a simple reason.

When a client gives a testimonial, not only do you have third-party proof of your ability, but you are also getting the client to ratify that they made the right decision by attending your course or workshop.

This is a very, very important psychological step for the client to take and by not getting the testimonial, you’re denying them this privilege.

So yeah, you know what to do the next time you have a workshop or course online

Go get those testimonials. All of them.

And quit being a hound dog.


A few examples

Andrea, had been to our workshops before, so we could “corner” her, earlier

This was done at the end of the day. You can’t see it, but there are about 10 other clients in the room watching this. And yes, waiting their turn.

Cheri had never been to our workshop, wasn’t even on our list. And is a big introvert. So we had to wait until the end.

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

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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! How To Put That Zing-Kapow In Your Articles (With StoryTelling)

StoryTelling: How to Creating Clear and Memorable Business Stories

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

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

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

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

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

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

It’s an introductory price. So have a look right away.




Announcing! Client Attractors: How To Speed Up Your Sales

Client Attractors


You already know that 80% of a sales letter depends on your headline
And therefore it’s not uncommon to see writers spend many hours testing and re-testing their headline.

But what happens once your customer goes past the headline into the rest of the copy? Which are the elements that cause customers to feel an urge to buy your product or service?

The remaining 20% is what causes customers to buy…
In order to take customers to the next stage, you have to have a rock-solid system method to structure your sales page. You have to know and understand the elements so that customers respond to your offer. So isn’t it time to find out what the remaining 20% is all about? And how you can quickly learn and implement that 20% to improve results.

Find out more details at this page and judge for yourself!




Warm regards,
P.S. The bonus on this product is really worth having. It will really give you an insight into sales pages like never before. Check out the bonus :)

When To Use “Experience-Based Testimonials” And When To Use “Objection-Based Testimonials”

When To Use "Experience-Based Testimonials" And When To Use "Objection-Based Testimonials"

Imagine you’re trying to open a tomato can.

And you use a hammer.

Excessive, right?

Well, the same concept plays out with testimonials. Just because you have the grrrrrreatest testimonials in the world, doesn’t mean you hammer away at your audience. Knowing when to use the right testimonial not only creates greater impact when selling a product or service, but also respects the intelligence of the audience.

But hey, for us to know where to put each type of testimonial, we have to know what those specific testimonial are in the first place.

So what is the difference between an “experience-based testimonial” and an “objection-based testimonial”?

The “experience-based testimonial” is a testimonial that is rich in detail. When you ask not one, but 10, 12, maybe even 17 questions to your clients. And what you end up is a massive testimonial that spans 800-1200 words.

It’s no longer just a line or a paragraph testimonial. Instead this testimonial reads like a chapter in a book. It’s detailed and yes, just what prospects want to read to get a feeling for the experience. It’s long, detailed and diverse because it covers the entire experience of a product or service.

The “objection-based testimonial” on the other hand isn’t terribly long or diverse.

When buying a product or service, a prospect (and even an existing client) will have objections. There will be more important objections (the ones that show up consistently) and less important objections (the ones that show up less frequently, but still show up). And your job is to get the testimonial so that it defuses the objection.

So for instance, if the biggest objection is the price of the product or service, you’ll need to have at least 3-4 testimonials talking specifically about the price of your product or service, and how it seems high, but in reality how it’s amazing value for money.

So the “objection-based testimonial” really takes on a single objection, while the “experience-based testimonial” takes on the entire experience.  Once we’ve got these sets of testimonials, however, we have to find the right place to put them, don’t we?

And the “objection-based testimonial” will mostly show up on your sales page

It shows up at the precise spot where you suspect the prospect or customer may object. For example, let’s say you’re treating someone with acupuncture. And on your sales page you’re recommending an eight week consultation instead of just a week’s worth of treatment. At that point you have a precise problem or objection to defuse.

So it’s at this point you use the “objection-based testimonial”, because you’re defusing that specific objection.

And so, you find areas around the sales page where your customer is likely to object and go about defusing those objections with “objection-based testimonials”. Kinda like finding a mine, and defusing it one at a time.

The “experience-based testimonial” is like blowing up the whole mine field together

Your customer’s objections will have been defused, but they’re still unsure. They wonder about this and wonder about that. And that’s when you have to bring the entire “experience-based testimonial” onto the page.

This can be done with text, audio or even video. And in that “experience-based testimonial” the client covers a ton of things that make the testimonial rich, just like an experience would be.

This “experience-based testimonial” can be placed anywhere on the sales page, because really, there’s no rule. On some pages you want to wait until after you’ve defused at least a couple of the biggest objections with the “objection-based testimonial”. On some pages you may go right in with the “experience-based testimonial” from the very start.

And the “experience-based testimonial” doesn’t have to stop on the sales page

An even better place to drive home the impact of the “experience-based testimonial” is to format the testimonials in a PDF and let your client download the PDF.

If formatted even marginally well, your client will read, skim, read, skim, but get the idea of how impactful your product or service really is—and then be far more persuaded to buy from you and no one else.

But is it critical to have both types of testimonials on a page?

It is indeed critical to have the “objection-based testimonial” on a sales page. The “experience-based testimonial” on the other hand is very important, but if you had just a choice of one, I’d go for the “objection-based testimonial” because it’s specific and in most cases, will do the job extremely effectively.

Ok ready to go? Let’s summarise…

1) The “objection-based testimonial” is specific. It tackles the main objections of the prospect and is critical on a sales page.

2) The “experience-based testimonial” is more far-reaching and very powerful. However, if you don’t have an “experience-based testimonial” don’t go crazy yet. In time you can get these detailed testimonials and they will make a better case for your product or service.

So make sure you get your testimonials in the right place

And keep that hammer for hitting nails.

No use trying to open a tomato can with it, is it?


This is a “objection-based testimonial” example
The big objection here was that people felt they were already speaking and may not need this book. This objection needed to be tackled as not many people tend to speak often. Well, not many small business owners, anyway. The ones that do would have read many presentation books before. To distinguish our method from the rest, we needed to do a spot-objection.

See the objections on the right hand column

Here are some “experience-based testimonial” examples
On video for the Cartooning Course:

The “experience-based testimonial” is located all over the page as you scroll:

And in PDF for the Article Writing Course:

Top Selling Products Under $50

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

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



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

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

Do we charge less?

Do we value ourselves less than we should?

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

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

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

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

And I was terrified of increasing the prices

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

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

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

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

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

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

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

So what am I saying here?

It’s all in your ear

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

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

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

Well that’s an easy answer

Start up something that doesn’t exist.

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

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

We surprised ourselves

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

The point is we’re all good at stuff

We just don’t have the confidence.

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

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

Start up a fictional project/product/service

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

Again, how do I know this?

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

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

So where’s the problem?

The problem is in your brain.

My brain. Our brains.

We undervalue ourselves.

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

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

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

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

No it’s not

It’s what you would do for your clients.

It’s what you could do for them.

But you can’t work for peanuts.

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

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

You’re believing that monkey.

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

And be shocked when someone does buy

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

The lack of value is in your brain.

Tell that monkey to be quiet.

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

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

Top Selling Products Under $50

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

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