Why “Outstanding” Books (Or E-Books) Are So Hard To Write


Information Products Course

In 2002, I wrote my first book.
It was just 16 pages long.

I didn’t know back then, but I was lucky.
You see, I was just a cartoonist and didn’t know about marketing. So what I could put, I put in 16 pages. And then over the years, I added a bit here and a bit there.

That book you know well as The Brain Audit (it’s now about 180 pages long). That book alone has sold over $500,000 worth of copies (yes, the book alone). That book has helped us sell other products, workshops, and get thousands of clients.

This is what most of us want–and we know that a lot of it lies in the magic of a book.
But not a book–a well written book. A book that’s so empowering that clients remember not just the concepts you’ve covered, but can then recount them quite systematically.

The magic in The Brain Audit (and other Psychotactics products) isn’t that it’s more information. But that it’s information that is easy to remember. Because when you have information that’s easy to remember, you are able to implement it.

And how does a book become easy to remember?
You do it with:
- Structure
- Stories
- Summaries

You might not realise, for instance, that summaries rock. That summaries show up not just at the end of a book, but in a ton of different places. You may think of stories as just a story, but in fact stories, analogies, examples and case-studies are wha tmakes one book great and the other just ho-hum. And structure.

Without structure it’s easy to get hopelessly lost. You can spend months going around in circles trying to figure out which part to keep, which part to drop.

And this is why amazing books are hard to find…
Outstanding books are hard to write because we’ve never been taught that writing is less about the word, and more about the structure. It’s less about the decoration of the cake, and instead the way the cake needs to be structured so it doesn’t topple over.

Learn how to structure.
Learn how to craft stories in a compelling way.
Learn the immense power of summaries.

It will help you put together a book. But it will do a lot more.
From this point on your entire communication method will have a system that’s incredibly powerful. Whether you take on video, audio, live presentations, seminars, webinars–or even speaking at your cousin’s wedding–you’ll learn what makes one piece of communication better than the other.

On August 18, 2014 the prices rise by 50%.
Judge for yourself.
Head to More information: Live Workshop
More information: Home Study 

You’ll never regret it.
Warm regards,

s-

P.S. Some folks are wondering why the home study product will be available on October 22nd. 

The fact is that I’m still working on it. And tweaking it. It’s easy to just give you a ton of information, instead of giving you precise information that you can use right away. You’ll find the wait is well worth it.

 Of course, if you come and join us in Vancouver, Canada (that wait will be a lot shorter).
Here are the links again.
More information: Live Workshop
More information: Home Study 


Is Your Packaging Hurting Your Sales?

Packaging Losing Sales

Elston.

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
Subscribe: :
Get Updates via RSS | Get Updates via Email

 


Why You Should Avoid Catering Your Presentation To A Specific Audience

Presentation Mistakes

I once stood up before a bunch of insurance company sales people.

My brief was simple: I was supposed to get them to understand why customers buy and why they don’t. In other words, I could have simply done my presentation on The Brain Audit, and be done with it. But no, I wanted to do more. I wanted to personalise the whole darned presentation.

And so I dug for examples from the insurance industry

I did my research, I spoke to the company hiring me. In short I slaved to get something that would endear me to the audience. And you can see where this is going, right? Yup, it all went horribly wrong. All that work landed me in a bigger soup than if I’d just done what I always do—and that is to leave the presentation 99.5% alone!

As I stood up there and gave that audience example after example, I sensed I wasn’t getting the rah-rah I was expecting

And in retrospect, that makes perfect sense doesn’t it? There I was, an outsider trying to tell them what worked in the insurance industry. They obviously knew more than me. But it gets worse. In many cases, they knew of that specific case-study and they disagreed with the method that was employed. Or the case-study was from Belgium and they shook their heads saying “it would work in Belgium, but never in New Zealand”.

In short I’d walked into a trap of my own making

I’d tried to over-personalise my presentation and in doing so, took them away from the main topic of The Brain Audit. They would have been far more interested in why customers buy and why they don’t, than listening to case-studies from this “industry alien”.

But do you not bring up a single case-study?

It’s not that you completely ignore them either. You put in a few keywords. eg. If I were speaking to those who were in selling bananas, I would put in a few key words to get them to know that this applies to bananas as well. But I would go no further. The deeper you get into their territory, the quicker you end up in quicksand.

Temptation creeps in

Let’s say you’re presenting to an audience of coaches and the next day you’re presenting to people who train dinosaurs. Well, the first day in your speech, you say: “And today we’re going to find out how “coaches” can keep customers. The coaching industry is like any other. And we need to understand why customers buy and why they don’t. And for coaches today, in an overcrowded market this information is incredibly crucial.

Now you’ve put in enough keywords for the audience to know that you are on their side. It’s time to go on with the rest of your “regular presentation” and regular case-studies. And the next day if you’re speaking to dinosaur trainers, well, you bring up “dinosaur trainer” keywords as well.

Temptation creeps in

You want to do your due diligence. You want to do better. You want to bring in case studies. But you’re the outsider. Stay outside, and do the presentation that they signed up for in the first place.

Yup, avoid the temptation of catering.

All it does is get you into a load of trouble.

 

Registrations Open: 6 Seats Left!

So, can you be a cartoonist?  Find out the answer to this mysterious question here.


Next Step: Links you should visit

Our conversion rate now is in the high 80%.

The Secret Life of Testimonials: Simple, Powerful Techniques to Get Better Clients-And Sales

The most common and powerful tool I use to help our clients is to walk them through your Testimonial System. Our conversion rate now is in the high 80%. This story is short but very real.  Thank you for continuing your work over the years.

Derek Antonievich
On Time Marketing Group, Australia
Judge for yourself: Testimonial Secrets


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
Subscribe: :
Get Updates via RSS | Get Updates via Email

 


Announcing: The Cartooning Course: Registrations Open!

How To Cope When Every Product/Service Launch Is Scary

Yes, it’s that time of the year again. The registration for the DaVinci Cartoon Course begins!

The proof, they say,  is in the pudding

And this pudding (the Da Vinci Course) has been proven to be amazing to turn anyone, yes anyone, into a solid cartoonist. For the past 4 years, the Cartooning Course has been turning “people who can’t draw a straight line” into amazing cartoonists. If you’ve ever wanted to illustrate your own books, ebooks, or even your blog, this is the opportunity.

Judge for yourself
This course is pretty life-changing. So don’t wonder if it’s a good idea. It is! If you want to sign up now
http://www.psychotactics.com/davinci

 

Warm regards,
s-

P.P.S. :) Just me smiling and waving. :) And yes, sorry for the barrage of emails on the weekend, but too many courses started up all at once.


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?

 

 


Announcing! How To Make A Boring Info-Product, Interesting

 

How To Name Your Information Product

Boring books.
Boring presentations.
Boring videos.
Boring audio.

What makes things boring? 
And how can you avoid being stuck in the middle  of me-too, boring, boring?

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)

Here’s the link and more details…
Free Information Product Reports

Warm regards,
s-
P.S. They’re free for a short time. So get them while you can, because
you will be able to implement what you learn today!
Free Information Product Reports


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?

 


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Announcing: How to get $75 worth of Info-Products Goodies (Absolutely Free!)

Information Products Free Goodies

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

Warm regards,
s-


Why You Should Commit 30 Minutes To Daily Learning (Without Fail)

Daily Learning

I own a sieve.

It’s called my brain.

I distinctly remember listening, then reading a book and then months later I listened to it once again. And I couldn’t remember almost 90% of what I’d read and, mind you, listened to, earlier. With such a terrible memory, it does cross my mind that I should really give up. What’s the point of trying to spend hours trying to learn something when it just washes away mindlessly.

And yet, every single day (almost without fail) I still spend at least 30 minutes learning something.

So why do I bother?

Two reasons, really.

1) I get smarter and faster.

2) Unexpected, practical ideas.

About the faster and smarter bit…

I’ve realised that my pathetic brain is not so pathetic after all. If I were to spend 30 minutes learning something I was already familiar with, it wouldn’t be a big problem recalling more than 50% or even 90%. It’s when I run into unknown areas that my brain gets stuck, and remembers little. But if I persist, it remembers more. And then you, I, we all get to a stage where the brain knows the topic quite well.

So for instance, I bought Adobe Lightroom last year. Well, I spent all of last year in Lightroom hell, because I learned little or nothing. This year, fortified with good intentions, I spent 30 minutes a day learning Lightroom. And voilà, about a month later, I’m wondering why I didn’t do it earlier. All those klutzy looking photos, all those erroneous ways of storing the photos—all gone. But it’s taken me many passes to get to this stage. So yeah, repetition does count if you want to get smarter and faster.

But there’s one other thing that’s even more interesting—and it’s called “unexpected, practical ideas”.

So what’s unexpected, practical stuff got to do with daily learning?

Input equals to output, right? Not really, not when you have a mind like a sieve. But no input definitely leads to lousy output. And one of the most underrated elements of output is “unexpected, practical ideas?” So let’s take for instance the scenario that unfolded on our walk today. Renuka was listening to some marketing-based audio, when she came up with some very smart ideas for improving our “welcome to Psychotactics” auto responder.

Was the marketing audio related? No, of course it wasn’t. And I in turn was listening to what she said, and nodding politely, when the idea hit me for a pre-sell for our upcoming home study of the sales page course (version 2.0). Suddenly in a matter of minutes we were swamped with three, very practical, very doable ideas.

Oh yes, there’s this factor of not having time

Nobody has time. Nobody in the history of mankind has ever had time. The people who want to make time, make the time. The others binge-watch “House of Cards” on Netflix. They find ways to get to Facebook. They find reasons and methods to waste the time. This message isn’t for those who make excuses. It’s for those who are diligent and need that extra push to be super-diligent.

However, it’s hard work keeping focused on daily learning unless you get someone else to help along. So find a buddy, or find a group. The more you try to do everything alone, the harder it gets. So first spend at least a little time working on getting yourself someone who will nudge you when you slow down. That way if you miss a day or two, they’ll help you get back on the daily learning pattern.

Daily learning solves a lot of problems

And gives you a ton of ideas.

My brain is a sieve.

I’m trying to block up the drainage, 30 minutes at a time.

So should you.


Next Step: Links you should visit

1) How to  design a solid home page that helps customers find their way around, and do what you want them to do

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


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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Want To Raise Prices? How To Best Communicate With Existing Customers On Price Increases

increase prices

Remember when you were 10 years old and it was almost time for bed?

At the moment it was bed o’clock one of your parents would snatch you up without warning and march you straight to bed, right?

Of course not

Parents aren’t silly.

Even when they know that bedtime is at the same hour every night, they still do the little “warning trick”.

They give you sufficient notice that it’s going to be bed time soon.

Clients appreciate this notice as well

They may not be ten years old, but even they know that invariably it’s going to be “price rise o’clock”. They’ve seen it coming for years, and as you announce the impending price rise, they nod their heads and continue doing whatever it is they’re doing. Yup, just like ten year olds, they completely ignore you.

But then you’ve got to turn on the pressure a bit.

You’ve got to let them know that the clock is ticking

And the best way to communicate with existing customers is to make an announcement. Have a clear date and time (when you’re raising the price) on the announcement. And a specific amount or percentage as well.

If the product is $25, a $10 increase sounds like nothing especially if it’s not a recurring purchase. So instead of dollar values, use a percentage instead e.g. 53% increase. Of course, the odd figure always gets the attention as well. So if you’re going to increase something, put in a figure of $11.20 or 53%.

And then take a deep breath and start the roll out

The best way to rollout an increase is over a very short span of time. The rollout looks like this:

Step 1: You announce the price rise well in advance, maybe a month or two in advance.

Step 2: You mention it at least a couple of times during that coming month (or two)

Step 3: It’s then time to give specific dates when it’s going to increase (e.g. it goes up on 1st April)

Step 4: Have a pressure point: This weekend is the last weekend before it goes up by 53%.

Step 5: Make sure you send out an email on Friday and then on Sunday (if it’s the weekend). This will cause a surge on Friday, nothing much on Saturday and then another surge on Sunday.

This sequence is pretty much what any kid goes through anyway

It’s time to go to bed. Bed time’s coming, brush your teeth. Have you got your pyjamas on, yet? Ok, it’s off to bed in three minutes. Switch off that light, and see you tomorrow.

But what if the price rise goes all wrong?

What if you get several clients complaining? What if many unsubscribe? In all the years we’ve run our business, we’ve always had people unsubscribe. It’s the nature of the game. Some people don’t want to pay higher prices. And that’s fine. It’s their choice. But you can’t hang around that old price tag forever. And to be fair, you gave them fair warning.

It’s going to be price rise o’clock soon

Let your clients know.

Do the little “warning trick”

And then raise your prices.

You’ll wonder why you didn’t do it before!


Next Step: Links you should visit

1) How to  design a solid home page that helps customers find their way around, and do what you want them to do

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


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 “Failure” Is Just A Pre-Sell For Success

pre-sell success

Think of a band that has released 18 number one albums, 18 number one singles and has sold between 150 million-300 million albums and are now in the Rock and Roll Hall of Fame.

A band called “Queen”.

A band that only gained international success with their third album. Third? Whatever happened to the first and second? Well, they were moderate successes in the UK market, but it’s the third album, “Sheer Heart Attack” that got them the success they enjoy to this day.

So what were album one and album two about?

Yes, pre-sell. Especially when you’re starting out, things don’t quite move as quickly as you expect. When we first announced a copywriting workshop back in 2008, we got two takers. In 2009, we got four.

Now every time we do a copywriting course, it’s filled to the brim. And this is the great lesson of pre-sell.

We’re so seduced by the concept that things will work out for us the first time around, that we fail to understand that whatever we’re doing right now, becomes the pre-sell for the future.

Every article you write is a pre-sell that will cause a client to act sometime in the future

Every video, every audio, every brochure, everything you do is a pre-sell for the future. Every time you mention a course (like I just did above with the copywriting course) that’s a pre-sell for the course.

Whether the pre-sell is embedded (as the copywriting example) or overt (where you specifically tell your clients to check out a page), it all counts as pre-sell.

This pre-sell never really stops and is just as critical when you’re established, as it is when you’re just starting out.

The main point of pre-sell is that it’s unending

When one event finishes, it’s time to start the rollout for that very event once more. Pre-sell is about the announcement and then the steps that follow. But pre-sell is also about products or services that may appear to be a “failure” at the time.

But what if I don’t fill up every seat or sell much product? Won’t clients think I’m useless?

Actually no one knows. And no one cares. Did you know about the copywriting fiasco of 2008? How about 2009? If you knew, would you care?

But what if you were a client on the course? Would you care that there were 4 or 4000? You’d probably care more if there were 4000 because that would mean you get no attention at all. As a participant, you’d want fewer numbers so you can get the attention you need.

And what about products? Well, would anyone know if you sold many or few?

Yes you would know

And it would hurt. And I’m betting it hurt the rock group, Queen as well. It’s terrible to be watching as everyone apparently moves ahead of you, while you have little to show for your effort.

But it just looks like little.

The testimonials you get from those four participants will be so good that they will propel you ahead. You’ll learn a fair bit from your mistakes and when the next launch comes along, you’ll be better off.

A failure is just a pre-sell to success

Keep at it.

Focus on Album 3.

Album 1 and 2 are just the warm hop.

The Rock and Roll Hall of fame awaits you!  wink


Next Step: Links you should visit

1) How to  design a solid home page that helps customers find their way around, and do what you want them to do

2) How to engage your audience and get them to realise why they should care about your topic


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
Subscribe: :
Get Updates via RSS | Get Updates via Email

 


How To Quickly Get Customers To Consume Your Report (And Come Back For More)

Creating Reports

Ever watched a marathon on TV?

Yup, I thought so. It’s painful watching while all those folks make their way through the bay, over the bridge and finally to their destination. Instead it’s much easier to watch the 100 metre sprint. It starts, and they’re off. And then 9 second later, there’s a finish line in sight.

Your report needs to be like a sprint, not a marathon. And there’s a reason why.

When customers come to your website for the first time, it’s likely that you’ll entice them with a report

It’s also quite likely that they’ll sign up for that report, or read it online (depending on how you deliver the report). And while you can get fascinating reports of marathon-length, remember that this report is almost like a first impression.

>If you spend way too much time labouring over the details, the customer may never get to the end. And the goal of this report—among all other reports—is to get the customer to the end; to get the customer to consume it completely.

So ideally your report should be as long as an article

You’ll be surprised to know that a 800-1000 word article spreads out nicely across a PDF. Put in a few graphics, a few callouts, an introduction and you have a report that’s extremely consumable, and nicely presented too. The reason for this is that your report is just an hors d’ouevre, a starter as it were. You don’t want to deliver an entire meal, you just want to get the client hungry for more.

In our membership site at 5000bc, we may do a report on bonuses, for example

That report may be almost 40-50 pages long. That’s fine when the customer is familiar with your work and is more than keen to read your mini-book. When the customer first gets to the Psychotactics site, they get the Headline report—and that was originally an article, which was turned into a report. It’s short, to the point and that’s what you really want to give the customer the first time around.

This doesn’t mean that your report needs to be incomplete. It just needs to be short, and complete. Which of course takes us to the second point: the need for action.

So why does a report need to be action-oriented?

At Psychotactics, we have lots of concepts like consumption, target profile etc. Notice then how the report doesn’t take on any of these “esoteric” topics. Instead it stays with something easily understood (in this case, “headlines”). But what’s also important is that the headline report has three core steps. You start at Point A, bounce over to Point B and by Point C, you’re done.

Within three core points, the customer is able to figure out a change in the way they perceive, and will write headlines in the future. This is not some theory of the universe in a report. It’s a simple method of “here are three mistakes, here’s how you spot them and voilà, let’s fix them”. The moment the customer is able to go from Point A to C in about 5 minutes, she’s hooked. Now she wants more.

Most well-designed “reports” are built this way

For instance, if you go onto the Rosetta Stone site, you’re invited to do a small test. In a few minutes you realise you can speak and understand bits of a foreign language. What really gets your attention is the state change and how you go from beginner to “pro” in a few minutes. And the same applies to the report. Give them something they can use, and use right away.

Oh, this brings us to the third point: mistakes!

We covered this in the second section didn’t we? But here goes again. When you’re reading the Headline report, you get shown the wrong headline and then the right one. In effect, the report is training you to see the mistake.

This mistake form of learning is very important no matter whether you’re talking about headlines, baking cakes or selling homes. You need to empower the reader so that they can quickly spot the mistake, and then fix it themselves.

Often reports don’t do this empowerment stuff

They blah-blah on instead of simply empowering the customer. And no matter what your business, you’ll have three things that make you shake your head in frustration every single time. You see people making these mistakes and a little tweak could fix those mistakes.

So yes, put in the mistakes and let your customers recognise the mistakes. Then show them how to fix it. The moment they can fix it, they feel a greater sense of pride and achievement.

So when we look at the Rosetta Stone site, they get all the points right

1: The sample is a short length. No long-winded nonsense.

2: It’s very action oriented. You learn quickly from the words and pronunciation causing you to feel empowered.

3: It also shows you where you make a mistake. And how to fix it.

If you examine the Headlines Report, you’ll find (not surprisingly) that it gets all these points right as well.

rosettastone_report1

Notice how short it is? Just seven points that would take you a few minutes at best.

rosettastone_report2

It’s action oriented. You start getting things right almost immediately.

rosettastone_report3

You also have the ability to make mistakes. And that’s very powerful and often something that we tend to leave out. Mistakes are amazing motivators once we know how to spot and then fix them.

But do you have to write a short report? Won’t a long one impress?

Yes a long one will impress, but remember that the goal is consumption. It’s easier for a new customer to take a smaller bite and then keep them coming back for more than a situation where they fully intend to complete reading your report, but don’t. The consumption factor is important, because the moment you consume and like what you’ve consumed, you feel the need for more. So ideally keep your report article-length (about 800-1000 words), keep it action-oriented and show the client a few mistakes and help them fix it all by themselves.

Marathons are as powerful as the 100 metre sprint

But there’s a time for a marathon and a time for the sprint.

With the report, use the sprint.


Next Step: Links you should visit

1) 7 vivid and clear steps that anyone can use to make their own marketing more compelling

2)  How To Speed Up Article Writing With Simple Outlines


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
Subscribe: :
Get Updates via RSS | Get Updates via Email