How To Minimise Damage Control When Your Website Blows Up

Damage Control Website

The guy who fixed my car had a weird habit.

If he’d promise to deliver my car on Friday, he’d call on Wednesday and give me a status report.

The car still wasn’t ready, but I knew right there on Wednesday about the status of the repair job.

So why did this repair guy use this unusual approach?

“It’s simple,” he said. “Most clients are going to call up and ask me about the status, anyway. That disrupts my day and keeps me from working efficiently. And of course, that slows down the repair job, which no one wants. So I call the clients and give them the news instead—even if it’s bad news.

Bad news is something you’ll have to deliver if you run a business

No matter how big or small your business, it’s inevitable that something will go horribly wrong. And your natural reaction would be to hide it from your clients. What’s the point, you think, off letting the clients know that things have gone awry.

It’s at this point in time that you should put yourself in an airport scenario

Imagine you’re about to catch a flight, and the gate has yet to be announced. As the minutes tick away, you get more and more agitated. You repeatedly look up at the flight status, then get into an animated conversation with your neighbour, and before you know it, you’re swearing at the airline!

No one likes bad news, but your job is to deliver the news.

And this is specially important when your website goes kaboom!

Recently our membership site at 5000 BC went through a security upgrade. The job was supposed to last approximately three hours.

Hah!

By the end of four hours, the site was looking like a dog’s breakfast. All the links were not working, several thousand posts in the forum had disappeared, and yup, even I couldn’t log in to my own site. One day dragged into the next, and the misery continued.

So what were we doing while the site went from bad to worse?

We did what any smart PR expert will tell you to do: We told the truth. Instead of trying to keep the information hidden from our members, we told them exactly what was going on by sending them updates. We didn’t just tell them that the site was not working. We gave them the gory details—and why not? They were going to find out those details anyway, so why not be transparent in the first place?

Many politicians and movie stars never seem to understand this simple fact

When there’s a bit of a scandal, a politician or movie star will try to cover up the detail. And it’s plainly stupid to go down that track of hiding the detail.

Instead, the best way to defuse a bad situation is to give your clients constant updates with sufficient detail. The more you hide the truth, the more the reporters want to hunt you down. And then, while digging for dirt, reporters invariably find even more juicy stuff.

Clients too will start tweeting and emailing and doing all sorts of things if they don’t hear from you quickly enough. Instead of keeping the situation under control, the secrecy is capable of spreading like an uncontrollable bush fire.

But what if clients get angry and leave?

Some clients may do just that. Well, you don’t need those clients anyway. The rest will actually rally to your aid, asking if you need any help, and at the very least offering support. In all the years we’ve had situations (and we’ve had our share), we’ve never lost clients. When you’re transparent, you gain their appreciation and their respect for you grows—especially if you handle the episode with honesty.

It doesn’t matter how small or big your business, you will run into trouble

When trouble hits, covering up is a really bad idea.
Instead, get clients over to your side.

Simply, tell the truth

And tell it often.
And when the crisis has passed, reward your clients for putting up with the inconvenience.

P.S. We often don’t even wait for the crisis to pass. With 5000bc, even as the problem was in play (and it took five days before we came to a solution) we created a really good mini-product, got an audio together and a transcription and sent it to clients. Even in the middle of a crisis it’s possible to say thank you. Now if only airlines gave us a nice whisky and a fancy dinner, while we were waiting!


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


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 enthrall, hold and move an audience to action?

 

 


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


When you buy Website Components-How To Create Compelling Pages On Your Website on the  25th, 26th, 27th or 28th December 2013, you’ll also get–’How  To Maximise The Power Of Bonuses’ (worth $45) absolutely free.


Website Secrets Special

Do you often wonder if your home page, about us page or client
acquisition page is working at less than its full potential? These
three pages are critical to any website, and yet we often put the
content together on these pages hurriedly.

Well, “hurriedly” is the wrong word to use.
Instead we spend hours trying to get just the right content; just
the right look. And then, after hours, maybe days of frustration,
we put together something that seems right.

But is it really compelling?
Can it be more compelling?
What’s really missing? And is there a simple way to fix it–while
retaining your own voice, your own personality?

Introducing: The Website Component Series
Find out for yourself how you can spruce up the home page, about us
page and the sign up page. We deconstruct existing pages and then
in true Psychotactics-fashion reconstruct them step-by-step.

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

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

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

P.P.S. This special offer is only valid until 28th December 2013. Have a look
and make a decision based on what you read.
http://www.psychotactics.com/website-secrets


How The Stop-Go System Helps Create Non-Confusing Info-products and Courses

How The Stop-Go System Helps Create Non-Confusing Info-products and Courses

Imagine you’re asked to go to the post office.

You have to go down the stairs, take a left, then a right, walk 500 metres, then turn left, find the blue building and then look for the green post box. That’s when you know you’ve reached the post office. The only problem we have with this scenario is that many of us may take the right instead of the left, and wonder if the post box was green or blue. Oh, and yes, what is 500 metres anyway? There are three lanes. Was the lane you missed, the 500 metre mark?

Or is it the next lane?

Any learning has complexity far more than we expect

And yet as teachers/consultants/authors we fail to simplify. Part of the reason is that we don’t think like a beginner. But part of the reason is that we think it’s too simple. Let me give you an example.

In the headlines course at Psychotactics, for instance, we ask the participants to introduce themselves on the first day. How hard is that? Not very, is it? The next day they have to list ten things in the room. The day after, list ten things outside the room.

See where this is going?

You probably don’t, but the goal is to create a safe zone. A zone where you can get nothing wrong. In the first example, you could get the left/right/500 metres/blue/green wrong. In the second example there’s no chance of getting anything wrong.

And yet most of us would choose the second option, because to our eyes at least, it seems like the second option is far too slow in getting anywhere.

Yet true capabilities are reached by slowing things down to extremely tiny parts

You see if you/or your client takes seven steps, there’s a good chance that every one of those seven steps are wrong. Or right. But even if they are right, those steps could be an utter fluke.

You don’t want fluke when teaching/learning. You want certainty. So when you provide a client with a single step, there are only three options.

1) They will do it right.

2) They will do it wrong.

3) They will do it differently.

So if we were to take the trip to the post office, it would need to be broken down like this

Step 1: Go down the stairs. Stop.

Step 2: Make a right. Stop.

Step 3: Make a left. Stop.

Step 4: Walk 500 metres. Stop.

Step 5: Turn left. Stop.

Step 6: Look for the blue building. Stop.

Step 7: Look for the green post box. Stop.

As you can see, every part of the deconstruction process has in built check mechanism. Because even when a task is really simple, people can do things wrong or differently.

Let me give you an example

In the “First 50 Words” course, the first day’s assignment was a round of introductions, then the second day was to find synonyms for three words. The instructions were clear. First you think up as many synonyms as you possibly can. Then reach for the thesaurus.

Guess what at least 30% did with such simple instructions?

They missed out the second part. They didn’t reach for the thesaurus. This meant that they now spent an hour or more on an exercise that should have taken no more than 20-30 minutes at best. This meant that they thought it was 200%-300% harder, more time-consuming and felt too drained to get the benefit of seeing what others in their group had achieved.

Now imagine giving them six steps to do, instead. Almost everyone would miss some of the instructions, and you’d have chaos instead.

You notice this over-enthusiasm a lot if you ever do a photography course

Even the most basic photography course compels the teacher to cover three core elements.

1) Aperture

2) Exposure

3) ISO speed.

Are you confused yet? You should be, because even if you know what those three things stand for, the teacher will try and get all three across to you, mix in some F stop terminology, focal length blah, blah and you’re standing there like a stunned mullet. And so you have to ask yourself: How do I make this really, really simple? And the only answer to that question is: start with one step.

When you start with one step e.g. ISO, you’ll find something interesting

People don’t know a heck of a lot about it. In fact, some people don’t know where to find their ISO buttons. They also don’t change ISO when they go from light to dark situations. In short, to really deconstruct, the teacher needs to work on ONE thing and drill down until that one thing has become second nature and most of the mistakes have been weeded out.

A simple ISO setting that would put most of us photographers to sleep, becomes a journey of exploration for a newbie. And that’s what’s deconstruction is really about.

It’s about ONE step

And the only way you can understand how to deconstruct, is to take someone through the sequence. Take a newbie through the post office walk. Where do they stop? Where do they get confused? How do you then fix the instructions so they are able to make the right decisions?

If you have a group, get them all to do the task individually, and then watch what they’re doing (In our courses, we’re able to watch while they’re doing their assignments on the forum). And then you pay attention to the glitches and slow things down to a crawl.

But isn’t a crawl boring?

At first, sure it is. But once your students know that they can’t go wrong. Once they know that your book/video/audio is so precise that they will get to the end smarter than before, they become very eager students. Now it’s not a crawl.

Now it’s that tiny bit that they have to do and then it’s “recess time and they can play”.

Contrary to what we think, students/learners don’t like hard work. They do get into a course wanting to learn everything, but tiredness and life soon sets in.

What keeps them motivated is the ability of the trainer/author to give them small bites. So small that they can’t go wrong.

Something like: Go down the stairs. Stop

Something as simple as that.

That’s when true deconstruction begins. That’s when people truly learn.

So the next time you’re creating your info-products or courses, stop. Take the walk to the “post office” and you’ll get a better feeling for what your client really wants and needs from you.

 


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 series of three books on how to create your “Home Page”, “About Us” and “Get Customers To Sign Up”.

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


 

 


Can Clients Judge You In 2 Seconds? (And How This Applies To Your Website)

Can Clients Judge You In 2 Seconds? (And How This Applies To Your Website)

How long does it take for you to know if someone is a good teacher or not?

Nalini Ambady, a psychologist, didn’t have that answer.

So she set out to do an experiment

She asked students to rate their teachers after spending a whole semester with them. But then the experiment got a bit weird. She decided to test (a different set of students) and give them less time to decide.

So how much time is “less time?” Is it a day, a week, a month?

Nalini decided on 30 seconds

So here’s what she did. She gave a batch of students three ten-second video tapes to watch. In those ten-second clips, you could see the teacher but couldn’t hear the voice or any other sound. And yet, when the test scores were in, she found something remarkable. The students who had barely 30 seconds, were able to judge the effectiveness of the teacher just as well as those who’d spent the entire semester with that teacher.

But the craziness of the experiment doesn’t stop there

Nalini Ambady decided to cut back the time to five seconds. The ratings were the same.

Then two seconds. The ratings were exactly the same.

You see how this affects your website, right?

You don’t? Well, the moment a prospect shows up at your website, they are scanning in about two seconds. And if you have your own, authentic voice to what you display, that’s the information the prospect is drinking in. In mere seconds, they’re already deciding if they like you or not. And of course, they’re paying attention to the visuals, the words, the video—pretty much everything as they take a snapshot of you.

And yet, we feel trapped when creating our websites

Often the headlines we write are terrible and don’t reflect us. We go to some crummy Internet-guru website and copy headlines like “Who else wants to…..”. And the moment we do that yucky copying, we’re replicating that scammy Internet-guru website, not putting our own voice instead.

And of course it doesn’t stop there. We  may depend on website designers, copywriters, article writers etc. to put together the elements of our website. And the website becomes a big mash up of a dozen personalities, but not our own.

Which is the reality of the day—something that’s not easy to fix

So you control what you can fix. You can fix videos. You can fix audio. You can fix your tone of voice in your articles. You can fix the tone of voice in your salesletters. You can indeed fix your testimonials by getting well-structured testimonials from your best clients.

You can do all of this, and though it takes a little effort, it’s effort well-worth taking. Because even as a client comes to your website and reads the words, they need to reflect you (or your customer on the sales page). And learning how to put those words together and have your own voice, is critical. They read headlines written by you, they see videos that reflect you. And they come to a decision.

Instead what you see online is this cut and paste syndrome

You find website after website that has a formula, and a look. And the owners of the website thinks the formula works. Yes, it does. If the formula was written by a scummy, get-rich quick merchant, it works for them.

But it won’t necessarily work for you. And therefore you need to start fixing things on your website.

Start with testimonials, because that’s the easiest

You already have clients. You already have one or two great clients. Well, get them to give you a testimonial that’s well-structured. And you’ll notice that the testimonial reflects who you are, and what you do in an authentic way.

If you have a video of that testimonial, that’s even better. Yes, you can indeed do a lot more stuff, but start with the easiest and one of the most effective ones to begin with—the testimonial.

Your potential clients aren’t taking a semester to judge you

They’re looking at your headlines, your graphics, the look of your website, your language, your tone—all in a matter of seconds. And there are things you can control, right now, right away. So get cracking.

Because two seconds count. They really do.


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


 

 


Why “Lazy Testimonials” Attract The Wrong Clients

Most folks think that the easiest part of their marketing is testimonials. What’s to know about testimonials? You ask the questions, you get the answers. Or the client gives you a  testimonial and you slap it in.

In other words you’ve got a “Lazy Testimonial”.

And “Lazy Testimonials” prevent you from getting outstanding clients
Clients who understand the depth of your work. Clients who aren’t haggling about your prices–and more than willing to pay higher prices for better work.

And clients who understand that you need a life other than work. Clients you’d be happy to call your friends.

Your website is like a magic mirror.
Your marketing material is a magic mirror. When clients look into the mirror they see themselves. And if they like what they see, they jump into the magic mirror to be one with that new world–your world.

Testimonials are the key to creating that mirror effect. The right testimonials beget the right clients. The wrong testimonials bring the moody, stroppy, grumbly clients in droves. Which clients would you prefer?

Testimonials lead a secret life
A life so secret that you’ll be amazed (yes, stunned is a better word) at just what testimonials can do to attract outstanding clients.

Introducing The Secret Life Of Testimonials a 122 (and then some) page product
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. (Yes, even if you’ve read The Brain Audit this is a very important book to read).

So have a look at this product and judge the value for yourself. (As always, if it doesn’t work for you there’s a 100% Money Back Guarantee with a smile).
http://www.psychotactics.com/testimonialsecrets

Warm regards from a beautiful Saturday in Auckland
-Sean
P.S. Head over to find out what are the  ‘six critical questions’
Testimonial Secrets


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

Allen Weber, Jacksonville, Florida, USA 

“What I liked most of all was the concept of your website as a ‘mirror’”.
Juliet Fay, Copywriter, Wales, UK

“I just figured I would throw in a testimonial at the last minute… because it was by far the easiest part of the process. Wrong again!”
Marcus Stout, Golden Moon Tea, Washington D.C.

“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

How to get FREE: Two Brain Audit Audio Files

Brain Audit Audio Download

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) What is the difference between ‘The Solution’ and ‘Your Solution’ ?

2)  How to write a tag-line.

Deadline?
There is a deadline though. You have to get it before May 26th, 2012. Then it’s gone. So get it right away. :)

Either download it, or listen online.


Here are the links: (It may take a few minutes to play)

Solution Vs Your Solution

How to Create A Tagline

So what’s the reason behind this generosity?
Well I sure want you to see how The Brain Audit can help you in your business. That’s the one good reason :)

Sean D'Souza Author The Brain Audit

Sean
P.S. Don’t forget to download the audio before May 26th, 2012.


How to get a FREE 30-Page Excerpt of The Brain Audit (Without Even Needing To Fill A Form)

If you’ve always wondered what The Brain Audit was all about. Or if you’ve ever wondered if this version (Version 3.2) is worth it, then here’s a way to stop wondering.

Because you can get a chunky 30 page excerpt of The Brain Audit. And it’s free.

No catches. Not even a darned form to fill.

You’ll enjoy the cartoons. You’ll enjoy the way The Brain Audit holds your attention. And you’ll learn a lot—even in just 30 pages. But let me not yada, yada.You have to get it before August 14th, 2011. Then it’s gone. So get it right away :)


There is a deadline though.

You have to get it before May 26, 2012. Then it’s gone. So get it right away :)
The Brain Audit Download

Warm regards from Auckland

S-

P.S. The deadline is August 14th, 2011. So get it now.
The Brain Audit Download


How To Know If You Have A Viable Niche

How To Know If You Have A Viable Niche

When companies from the West first visited a de-regulated India, they were licking their fingers in anticipation. For India was a country of almost one billion people (well, it is over one billion now) and these companies could just see dollar signs no matter where they went. But sheer numbers doesn’t make for sales.

And many companies burned themselves trying to get off the ground, because the vast majority of people simply couldn’t or wouldn’t buy their products. They learned, after a lot of trial and error that sheer numbers don’t mean a thing.

The same applies to determining if you have a viable niche

It’s impossible to know at first if what you’re doing is going to be successful. So you look for one big factor: competition.

Huh? Competition?

Yes, competition. If you can find a ton of competition, then you know it’s extremely viable. Why? Because a whole truckload of people have been there before you and have found it viable to keep running their businesses. But just having that truckload still isn’t the best denominator, so you go even further.

You subscribe to their list. You see what they’re doing. Are they selling higher priced product and services? Or is it all discount priced? If you sniff some higher prices, then you know for sure that there is a market, and a high price market too. If that high price continues over the years, then you know for sure that it’s sustainable.

This isn’t a foolproof method

You’re looking in from the outside, so it’s hard to know for sure what profits etc, exist in the business. But at least you know it’s viable.

This is how I got into marketing

You see I was indeed fascinated with marketing, but fascination isn’t enough. The book that nudged my life in a different direction was ‘Good to Great’ by Jim Collins. And in this book, there was a concept called ‘The Hedgehog Principle’. And the principle consisted of three questions.

1) What can you be the best in the world at?

2) What drives your economic engine?

3) What are you deeply passionate about?

How To Know If You Have A Viable Niche

So I was passionate about marketing, and could easily be the best in the world at it (if I started, which I did). But the third question is the one that the companies that came to India never answered. And that is: What drives your engine? How viable is this niche?

And the answer must come from the market

The more competition that exists, the more viable the product or service. Which means that if the market is saturated with fad diets, you have more of a chance of writing a bestseller with a fad diet, than with a rigourous lifelong diet. If TV is swamped with reality shows, then you’re better off making yet another—yes, another—reality show.

And back to my story: At the time, people like Jay Abraham were selling single seats at workshops for $5000. I went to workshops that were priced at $10,000. All around me I could see clearly that people were selling product both offline, and shortly after, online too. And for pricey sums too.

And price is a good benchmark

That high price factor shows that not only does the market exist, but it’s a mature market allowing for pricier amounts as well. And there’s another thing about the high prices. It allows smaller players to co-exist.

If everyone is discounting each other in a tiny market, then you struggle to get off the ground. But if there are several layers of pricing, it’s a lot easier for you to not just get into the niche, but slowly power your way up as well, if you wish.

But what if you don’t want to follow the crowd?

Well, that’s noble, but the pioneers always get the arrows. This means you have to educate the market and that takes a lot of time and effort. And of course, money. It’s a lot better to follow the crowd (read: competition) and start off there, and then later, once you’ve got enough of a following, branch off where you will.

Big companies can burn through tens of millions of dollars, and not feel so much as a twinge.

You can lose a lot less and run into serious trouble. It’s better to start with the competition.

It sure saves having to stock up on all the anti-burn lotion.

P.S. Do you have a question or comment? Write it here and I will respond.

Product Offers: Links you should visit


“I wasn’t sure Sean would have anything new to say or would offer advice that would be easy to apply.

brainaudit_book1

After reading (and re-reading!) the Brain Audit I felt like a blindfold had been lifted off my eyes. It made so much sense and I kept thinking how it seems so obvious but no one has ever put all the pieces together like this before.

I am happily communicating with patients much better, and attracting more of my ideal type of patient.

So if you want to break through to get better results and are willing to do a little painless work, then do yourself a favor and get the Brain Audit.

Tyme Gigliotti, Licensed Acupuncturist
Baltimore, MD, USA
Read more at http://www.psychotactics.com/brainaudit


In your small business, how can you get reliable answers to your complex marketing problems?
Find out more at http://www.5000bc.com/

 


Top Selling Products Under $50


1) 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

2) 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.

3) 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.

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

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


NEW PRODUCT! Learn How To make your Presentation stand out from every other presenter.



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How To Grow Your Subscriber List

How do you grow a list?
Ooh that’s a loaded question. But a big piece of the puzzle is where you get your traffic from, in the first place. And the way to look at this concept is to simply look at it through the eyes of someone who’s ‘dating’,

If you were dating, where would you look?

You’d definitely avoid some parts of town, avoid some communities, even go so far as to avoid certain income groups/behaviours etc. In short, if you don’t actively seek people of a certain kind, you’ll end up with anyone.

This won’t work for you, of course. And it won’t work for them. So before we consider any products, any offering—any thing at all, we’re bound to get a weird response simply because we haven’t chosen the right people.

So how do you choose the right people?

This is hard work, similar to dating. You have to find places where people are similar in thought and action to you. As you already know, when we started out in Psychotactics a massive number of our clients came from MarketingProfs.com.

This was a very good source. The people who frequented MarketingProfs were not only used to a weekly newsletter, but were very actively seeking solid marketing information. And many were more than happy to pay for it.. The point was simple. If they came from this source, they were more likely to buy.

So without us doing a single thing, the list was already more responsive than any other people who found us. And you think: Hey, we need more folks like this. So off you have to go, to find sources where the response is greater.

But this brings up two solid questions

1) How do you know where to find such superb alliances?
2) How would you know whether any of the groups are more responsive or not?

Let’s tackle Question 2 first

Just like you’d figure out, “Hey, we should go to this restaurant, because it’s so much fun there”, you can find out where your buyers are coming from.

Now this is tricky because unless you have some fancy software and database, it’s a bit of a manual process. So you have to know where the customer came from in the first place, and then how many of those customers bought products over the duration of say, 3-6 months.

This gives you an idea which list is more responsive

When we first started, we had nothing to sell, so there was no way to know if someone was more likely to buy. But there’s an even earlier giveaway signal. If you publish something with an alliance and you get a ton of subscribers, then that list is more responsive to whatever message you’re sending out.

And through some weird correlation, the customers that sign up from a specific alliance in herds, are also more likely to be more responsive when buying products. At first we couldn’t check this theory—and it remained just a theory.

But over time, the statistics are clear

If you work with an alliance and get a pathetic response in terms of subscribers, it’s almost guaranteed that the same will play out in terms of buyers.

In recent cases, we even found that if we publish one type of articles, we get a great response from an alliance. But if we go to the same alliance and publish some other topics, we get a crappy response. This lack of subscriber response then becomes a yucky conversion rate as well.

Which takes us to Question 1: Where are you going to find superb alliances?

Same problem with dating, huh? You have to search. And then do your due diligence. When we find people who are of great value, we take our time courting them. I will sometimes make contact with alliances and be in touch with them for a year—sometimes more—without ever asking for a favour.

You earn their respect. You keep in touch. You keep at it over and over again.

Eventually the opportunity presents itself.

We’ve made contact with some pretty awesome names in the Internet world and we did it slowly. But we didn’t make contact because we wanted something in return. Most of the contact was made out of sheer respect for the other person’s work. When you appreciate someone’s work, it’s easy to gush and be full of praise. It’s easy to want to give and not expect anything in return.

And then at some point, you have a conversation that leads to something. It always has with us. But we’re very patient. And we pick the people we like. And the funny thing about these people is, that they’re fussy too. And that they draw a certain crowd too. And so we come full circle.

We can honestly introduce our audience to them, and they in turn can introduce our audience or our work to their audience. Making contact with such folk is neither boring nor tedious. It’s built out of sheer respect.

But there’s no fast track.

There’s no ‘guru-schmuru pre-formatted letter’.
It’s like dating. No wham, bam business. It’s a slow courting dance that leads to alliances.

So the short answer to your question is.

1) Find a list that’s responsive by finding people whose work you respect.

2) Those people attract interesting people to them in turn.

3) When they send their list to you, it’s usually out of respect for your work. And if you get high subscription rates, it’s more than likely that your sales (if done right) will light up as well.

4) If you believe the gurus and want to do everything quickly, then believe them. But gurus like wham bam! So be prepared for wham bam!

This has been our core philosophy, either online or offline. If I don’t respect you, I won’t go on a date with you. And this dating philosophy holds in good stead with our work too. It takes time. And it’s worth it. And if you want the relationship to prosper, you have to start now. Create relationships now. Nothing happens in a hurry.

How have you grown your subscriber list? What techniques do you use?
Add your ideas here.

Why You Need The Brain Audit


“Before I bought the Brain Audit I felt lost and like a desperate salesman.

brainaudit_book1

I was one amongst a million more service based businesses. But now with the psychological marketing tactics that I learned from the Brain Audit, I feel confident.

And I fell especially unique when it comes to advertising and marketing because most of my competitors don’t know the marketing principles taught in the Brain Audit!

I feel like a real professional marketing expert.

Luis Depazos, Entrepreneur, Miami, Fl. USA
Find out how The Brain Audit can help you


Top Selling Products Under $50


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

2) 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.

3) 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.

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

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


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



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Positioning: Sorting Out What’s Unique From The ‘Blah, Blah’

It’s not that we like to blah.
It’s just that we end up doing a blah, blah, without realising it at all.

So let’s look at how we sort out uniqueness from the blah

Here’s an example of Aveeno Intense Relief Hand Cream.

Positioning: Sorting Out What's Unique From The 'Blah, Blah'

Yup, this is the hand cream. Looks like any other hand cream. And worse, look at the text below. It even sounds like any hand cream.

And here’s the description:

AVEENO® Intense Relief Hand Cream is specially formulated with natural oatmeal and rich emollients to help repair dry skin and form a protective glove against the elements. AVEENO® Intense Relief Hand Cream is non – greasy and moisturises skin for 24 hours. It continues to moisturise even after washing your hands. This fast – absorbing formula is fragrance free and gentle enough for even sensitive skin. It’s also great for use on elbows, knees and feet – anywhere your dry skin needs extra help.

Now let us get rid of the blah (if only for a little while)

AVEENO® Intense Relief Hand Cream is specially formulated with natural oatmeal and rich emollients to help repair dry skin and form a protective glove against the elements. AVEENO® Intense Relief Hand Cream is non – greasy and moisturises skin for 24 hours. It continues to moisturise even after washing your hands.This fast – absorbing formula is fragrance free and gentle enough for even sensitive skin. It’s also great for use on elbows, knees and feet – anywhere your dry skin needs extra help.

So what’s remaining?

Here’s what it looks like.

Positioning: Sorting Out What's Unique From The 'Blah, Blah'

AVEENO® Intense Relief continues to moisturise even after washing your hands.

See how that jumps out and stays memorable?

In the blah, you may have spotted it, or not. But the moment you slaughter and sacrifice, the uniqueness jumps out and stands out like crazy. And that’s really the key to uniqueness. You need to be able to slaughter and sacrifice the other features (yes, the ‘blah’) so that one feature can stand out and get the attention of the customer.

As you know, you don’t have to get rid of the other features forever.

You can use them and should use them. But you need to know how to segregate the uniqueness from the rest of the stuff. That will enable you to sell more products or services, and leave your competitors high and dry.

Next Step:
-Get a whole lot of free goodies on Uniqueness here
-Do you have a positioning story? Post your positioning story below

Product Of The Month


“Before I bought the Brain Audit I felt lost and like a desperate salesman.

brainaudit_book1

I was one amongst a million more service based businesses. But now with the psychological marketing tactics that I learned from the Brain Audit, I feel confident.

And I fell especially unique when it comes to advertising and marketing because most of my competitors don’t know the marketing principles taught in the Brain Audit!

I feel like a real professional marketing expert.

Luis Depazos, Entrepreneur, Miami, Fl. USA
Find out how The Brain Audit can help you


Top Selling Products Under $50


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

2) 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.

3) 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.

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

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


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

 


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Why It’s Critical For Your Business To Have Uniqueness for “Individual Products and Services”

Positioning Strategy: Why you need a positioning statement for every product

It’s easy to say that every individual product or service needs a uniqueness of its own, but what if it doesn’t?

Let’s take an example.

Imagine you were selling a program like Adobe Photoshop
Would Adobe Photoshop CS5 have the same uniqueness as CS4? Or CS3? Or CS2?

No, it wouldn’t, right?

And would Adobe Photoshop have the same uniqueness as Adobe Acrobat even though both products come from the same company? Stupid question, huh?

Introducing the Uniqueness Mastery (FREE) Course

In case you missed the announcement, for the last three weeks we have been giving away a lot of goodies absolutely free. 
Goodie 1:
Learn how to create your Uniqueness. Find out the biggest mistakes and how to avoid them.
Goodie 2:
What Good Is Uniqueness If A Competitor Can Easily Copy It?
Goodie 3:
Brand Positioning: Why The Right Uniqueness Is Built On A “DNA”
Goodie 4:
Brand Positioning: Do You Need To Carve Out a Uniqueness

So how do you access your goodies?
Find out more at this link

Warm regards,
-Sean

P.S. These goodies are being offered for a short time. So get them while the page is still live.

The One Guaranteed Way To Get Traffic To Your Business (Nah, Not Really!)

The One Guaranteed Way To Get Traffic To Your Business (Nah, Not Really!)

How do you get traffic?

It’s an impossible question to answer. There are reasons why.

Reason 1: Your situation is not mine.
Reason 2: Technology changes all the time.
Reason 3: If you’re on a wave, you ride to the shore faster.

Reason 1: Your situation is not mine

Anyone who tells you that they have a fool proof way to get traffic is just making an ass out of you. Because there are ten million ways to get traffic. And before this line is completed, there will probably be ten million and twenty ways. And no matter what I tell you, it will not apply to you. But let me try anyway.

Let me tell you that the best way to get really qualified traffic is to do presentations. So I’m saying this: Do what a friend of mine does. Get on a plane for 200 days a year and speak at events back to back, and you’ll get traffic.

Or do what Marketingprofs and MarketingSherpa did when they started. They cross-promoted their lists. Or do what Red Bull did. They sent out Red Bull cans by the dozen to the coolest groups in the university (everyone wants to do what the cool ones are doing).

You’re getting the point, aren’t you?

You are looking for some cut and dried way to get traffic. And there isn’t a way. Instead there are ten million and forty seven ways (yes, it just got updated) to get traffic.

And you have to choose the top ten ways that would possibly work for you. And out of these top ten, about one or two will drive 80-95% of your traffic. And of course, you’ll get lucky and some people will find you or hear of you. There’s always that luck element. But there is no way. And the reason why there is no way is because of technology.

Reason 2: Technology always evolves

Jay Abraham was a cutting edge marketer in the year 1995. Then the Internet waltzed through the door. Jay didn’t know much about the Internet. Someone else got to wear the crown.

Microsoft dominated the world of computers and they still do. But that edge is being taken away. Not one of us could have foreseen getting customers through Linked In or blogs or Facebook or some other media. And because technology keeps moving on, you have to waltz out of the door and into the street with it.

So if you were able to get people to sign up in droves (we got 1500 people to sign up for our teleconferences back in the year 2004), you probably get 30 people signing up today.

Things change.

Our list has grown ten fold over the year 2004, but the demands on your customer’s attention has grown as well. So let’s just take a simple example.

In the year 2009, we had about 1500 people opt in to get free goodies for the Article Writing Course. In the year 2011, it was fewer than 700. Now that doesn’t make sense.

Our list has grown. What also doesn’t make sense was that with 1500 people on the list, it would take us 4-6 weeks to fill up the course. It now takes us as little as 177 minutes. And sometimes fewer than 60 minutes.

And while strictly speaking this wasn’t a change in technology, it could be. In the year 2009 or 2008 or 2006, you would not be able to run video on your website. You would not have podcasts. And you would not have had this or that.

And that would give the customers fewer chances to get to know you

At least 10-15 of a batch of 20 signed up solely because we met them in a live workshop in Washington DC and Vancouver, Canada. That may not have happened if the price of the tickets weren’t as cheap as they are now. So changing times and technology plays a huge role in getting customers. And that’s not counting being on the wave. So what’s the wave?

Reason 3: Riding the Wave

iTunes was new, along came a podcast called Coffee Break Spanish. This was a Scottish guy, Mark Pentleton, teaching Spanish with a Scottish accent. No one had heard of Coffee Break before. But there was a podcast wave. People had new iPods and new iPhones and were travelling (yes, with discounted air fares) and so they wanted to learn Spanish. And where better to look than on iTunes?

Coffee Break Spanish rocketed to 30,000,000 subscribers.

That was a while ago. They may have doubled since then, I don’t know. But to say that iTunes was the saviour is to sell Coffee Break Spanish short. They worked their butts off to get people to sign up. They got people to cast votes on various podcast sites. They managed to get PR and get on radio shows (my memory is a bit fuzzy here) and the juggernaut started rolling.

Lynda.com was just a site.

Heck it wasn’t a site. Lynda Weinmann published tech how-to books. When they started out, video was impossible. Then the Internet changed. Video changed. And today they have a few million hits every month. All by magic, of course. Not really.

Lynda advertises on Facebook. They go to schools and universities and offer them special prices. They partner with Adobe.com and Adobe promotes a lot of the videos that in turn show how Adobe’s products are best used. They get a ton of traffic and they do a ton of things to get that traffic.

The same applies to any wave.

If you got onto the blog wave in 2005, you could have tens of thousands of visitors. If you got onto the Facebook wave, possibly the same would apply.

In the year 2002, you could be reasonably average and get a few thousand subscribers.

I know this because our stuff was average back then. I’d just switched from a career in cartooning to marketing. I didn’t know much, didn’t write quite as well and finding our subscribe button on the page was like looking for a needle in a haystack.

But a few thousand subscribers signed up. But that’s the wave. If you’re there when it breaks, you ride it and you’re first to the shore. If you’re still wondering what to do and which way to get traffic, you’ve missed the wave and will keep missing them forever.

So is there one way to get traffic?

No there isn’t.
There never has been.
There are ten million ways. And next week there will most certainly be a lot more. You just have to start somewhere. So where do you start?

Make a list of seven methods you’d feel comfortable doing.

Make a further list of about three methods that would put you outside your comfort zone. Then work those methods. The methods that put you outside your comfort zone will take more effort, but it will give you an advantage. Everyone else will be trying to do what’s easy and safe. And you’ll be doing something different.

Just like we get on a plane from New Zealand and fly half way across the world to do a two-day workshop. It’s a lot outside our comfort zone. It’s a lot to cross time zones, work out a presentation, answer twenty thousand questions in a week or two. It takes a month of preparation and a month of recovery. But it’s what we do. And it’s one of the sources of traffic.

Not your source of traffic.

Our source.
Go ahead. Find your own.
Start today!

How did you generate traffic to your website recently? Share your traffic generation idea here.


Don’t Miss This!


Positioning Strategy Workshop USA and UK

The Uniqueness Mastery Live Workshop and Free Goodies
The Uniqueness Mastery Live Workshop is filling up quickly. So if you are fed up of your clients choosing your competition instead of you, this workshop is for you.

The Uniqueness Mastery Workshop is a precise system that enables you to get your product or service to stand out. And not just stand out in a garish, uncomfortable way, but in a manner where the customer knows exactly why they’re choosing you over the competition.
Have a look Uniqueness Mastery Live Workshop


Product Of The Month


Testimonial Secrets

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?
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.


Top Selling Products


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

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

3) 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.

4) 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.

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

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


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


Next Step: To get more Psychological Tactics
Subscribe: :
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