Dan Kennedy and a Lamborghini inside this post I’ve just written

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Dan Kennedy stood up in front of a packed room of marketers and said,

“Let me tell you how cheap Fred Catona is.”

Dan was supposed to be giving a dutiful introduction for billion-dollar direct marketer Fred Catona. But somewhere it all went wrong.

“He gives me this ridiculous introduction to read for him,” Dan said while holding multiple sheets of paper, “and he only puts a 20 in it.” And from among the papers, Dan pulled out a $20 bill to prove his point.

Turns out this was a joke. Dan and Fred were close friends.

But it is instructive, right? Because it’s such a pattern interrupt from the way introductions are usually done:

“We’re very pleased to have Mr. XY with us tonight. Mr XY went to such-and-such elite university…”

“… he is a close friend and confidant of celebrity Z and power-broker H…”

“… he has worked with billion-dollar clients such as A and B and C.”

And then humble Mr. XY, with his killer resume revealed, comes out on stage, blushing and yet pleased. He takes the mic and says, “Wow, thank you for that wonderful introduction…”

My point is this:

Association is the most powerful mechanisms of the human mind, that I know of at least.

You put two things together. Just once, and not even for very long. And the human brain starts to make connections between them. Properties of one seep into the other. Causal links form. A halo appears.

So that’s why, if you went to Harvard… if you hung out with Tony Robbins once… if you ever had a Lamborghini in your garage, whether owned or rented… well, you should highlight those things to people you just met, or who just found you online.

Or even better, have somebody else highlight it, so you don’t have to do it. It will make you seem both powerful and humble. Well, unless you get somebody like Dan Kennedy to read out your list of accomplishments.

And what if you have no accomplishments?

Then find cool, impressive, or elite people… institutions… or ideas to associate yourself with. It can be the flimsiest of associations, and it will still help your standing.

That’s my simple tip for you for today.

A more complex tip, for another day, is to be careful.

​​Because association is not the only mechanism in the human brain. And if people start to associate you as that guy who always shows off his Lamborghini, well, that can lead to new challenges of its own. But more about that another time.

If you want to read that other time:

You might like to know that several Agora copywriters, famous Internet marketing gurus, and 8-figure entrepreneurs read my daily email newsletter. You can sign up for it here.

Stop daydreaming for once and read this

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Listen up you dreamer:

One day back in 1999, after Gordon Ramsay opened his first restaurant, he got a tableful of famous visitors.

There was Joan Collins of Dynasty fame. Then model Nicola Formby. And finally A.A. Gill, the food critic for The Sunday Times.

But Gill had earlier written a nasty review of Ramsay’s restaurant.

So Ramsay left his kitchen, walked over to the table, and kicked the whole group out.

Speaking later, an emotional A.A. Gill said:

“He seems to be a classic bully. Somebody who will overreact to people beneath him. And then feel terribly aggrieved when somebody he doesn’t have innate power over criticizes him.”

Sounds about right, yeah?

Ramsay is famous for his outbursts. (“Will he be able to control it?” asks the breathless TV teaser.)

He yells. He insults. He curses.

“Yes, Gordon,” his humbled staff reply, eyes on the floor.

​​And that’s my takeaway for you today.

A while ago, I made a brain dump of ideas on the topic of “natural authority.” What do people who have inborn charisma seem to share?

One of the things on my list was that they target the weak. You know. The poor, the friendless, the tax collectors and sinners.

Because as powerful as natural authority is, it won’t work reliably on a healthy, stable person without any gaping emotional wounds.

But the insight I learned recently, through Mike Mandel and Chris Thompson, is that people with natural authority can create emotional wounds. On demand.

One way is just what Gordon Ramsay does. Insults, humiliation, browbeating. Not all the time. But enough that there’s always a risk of it.

And here’s my addition to this theory:

I believe that a “temper,” as TV calls it, is not only a means to natural authority. It’s also a signal of it.

In other words, you don’t have to get personally insulted by a would-be leader in order for his authority to rise in your eyes. It’s enough to see it happen to somebody else. For example, to an emotional food critic, getting kicked out, while a restaurant full of people watches.

That’s why as a society, we love people like Ramsay. Sure, it’s both horrifying and entertaining to watch others getting cowed and humiliated. But it also feeds our need to look to a charismatic leader.

And by the way:
​​
You can see the same in various corners of the online guru and influencer world.

​​Now that you know this, you can choose to use it yourself — or at least be aware of what’s happening in your own head, when you witness others using it.

One last thing:

Sign up to my email list.

What are you standing there and looking for? You dreamer. Click the link already and sign up.

Why I unthinkingly watched a 2-hour documentary, and how you can use this to sell more without selling

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“‘Violets always mean man,’ said one girl to another in a Broadway florist’s recently. ‘If a girl wears violets once, it may be accident; twice coincidence; after that it means a man.'”
— New York Sun, May 7, 1905

It might mean “man” even at just two violets. For example:

Last night, I went on YouTube. On the front page, I saw a thumbnail for a 2-hour-long documentary about Gordon Ramsay. I clicked to watch it immediately.

Trust me, there’s a reason why you might care about this. And it’s because of the big question:

Why?

After all, I’ve never seen Gordon Ramsay’s TV show. I have no emotional attachment to the man or his public persona. And I don’t care about celebrity chefs or celebrity cooking.

So why did I unthinkingly click and watch this 2-hour documentary?

The reason is a podcast I’d listened to the day earlier. It was all about how Gordon Ramsay’s TV show is a great illustration of control techniques.

If you’re curious about those control techniques, I will tell you my big takeaway about them tomorrow.

My point for today is simply this:

Two seemingly independent sources can often get compliance where one source can’t, regardless of the amount of persuasive arguments.

I bet that last sentence is as clear as a marble wall. So let me give you an illustration of what I’m trying to say:

A couple of years ago, I found out about a new email newsletter. It was called Daily Insider Secrets, and it was about Internet marketing.

I signed up. And that’s how I first heard the name Rich Schefren. Rich was one of the guys behind the newsletter.

I kept reading the emails. I found them interesting. And then came the pitch:

A big campaign, trying to sell me something, using a multi-day launch, hours of video, thousands of words of copy. Many, many persuasive arguments, which I didn’t even look at. (Silly me right? It’s kind of my job. But I’m slow to learn.)

Anyways, here’s the climax:

A few months later, a copywriter whose emails I read did an interview with Rich Schefren. And I decided to watch the interview, because I already knew Rich’s name from the Daily Insider Secrets emails, which I found interesting.

Forty minutes later, after I finished watching the interview, I was pulling out my credit card to buy Rich’s offer. The same one I had completely ignored earlier. Even though Rich only mentioned it in passing during the interview.

Coincidence? I’d say “man”.

Because Rich doesn’t just do these interviews for kicks or as a way to kill time. He does them to get his name out there, in multiple formats and multiple channels. And that’s my point for you today:

If you’re trying to sell something, get your name out there, in two channels, or three, or more.

You will reach more prospects, sure. But you will also convert prospects you’ve already reached, but who wouldn’t buy from you otherwise. And you won’t even have to sell hard to do it.

Because your prospects will just think it was all just a happy coincidence. You and I will know the truth, though. We will know it was man.

Now here’s something that’s probably not going to work:

I have an email newsletter. You can sign up for it by clicking here. I don’t expect you to do it, because odds are, this is the first and only channel you’ve seen my name so far. But maybe I will get you later, in some other format.

“Self-describing copy”

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Copywriting is the easiest thing in the world to write about, if you do this:

Pick an idea that’s new and interesting to you. And then write an email, or a blog, or a newsletter, not just talking about that idea, but demonstrating it in action.

After all, a demo is the best kind of proof, and it’s also one of the 12 sticky messages.

But why am I not taking my own advice? Why am I telling you about this, instead of showing you? Silly me. Here, take a look:

“Coke and hookers”: Meghan Markle NYT story proves evergreen copywriting truth

This was the subject line I used in an post about the power of intriguing, dramatic headlines to drive readership. And based on open rates, it sure worked.

Here’s a second example. This is how I wrapped up a recent post about using cold reading to get people to buy into your system:

Finally, here’s a prediction:

You pride yourself on being an independent thinker. That’s why you don’t accept others’ statements without satisfactory proof.

Was I right? If yes, and you want to know the system I used to figure that out about you, then simply write me an email, and I’ll share all my secrets with you.

A bunch of people responded to that. They wanted to know what the secret is. Well, it was right there, in the post — but telling doesn’t work nearly as well as showing to make a point.

So this demonstration stuff is really great, both for your reader and for you.

But you know what’s even better?

It’s when you demonstrate a copywriting technique in action, but you don’t actually spell out what that is. You tease it a bit, you get the reader antsy because it’s sitting right there in front of his face, but he’s not 100% he’s got it. For example, take a look at the following:

I want to leave you with a couple of choices. Of course, you are perfectly free to ignore both and to take no action.

This was part of a post I wrote about an under-the-radar persuasion technique I had found myself getting manipulated by.

In the post, I spelled that technique out. Right now, in the interest of good demonstration, I won’t spell it out again here.

It’s not hard to figure out, but there are some subtleties to it. Anyways, I’m sure you’ve already got it. But in case you want to double-check, here’s the link to the post in question:

https://bejakovic.com/influence-2-0

Watching the birth of a new belief

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My point today is not to stir up outrage. That’s because I myself don’t like outrage, even though it’s good for business.

But I find the following flip-flop story fascinating. It shows how a new belief is born, although at a mass mind level. And I think this can help you when you write copy.

So here goes, from today’s Axios World newsletter:

“President Biden ordered the U.S. intelligence community on Wednesday to ‘redouble their efforts’ to determine whether COVID-19 first emerged from a laboratory in Wuhan or through animal-to-human transmission.”

Redouble their efforts, huh?

That’s surprising. Because as you might remember, a year ago, there was exactly zero chance coronavirus came from a lab. Why exactly zero chance? Because scientists agreed. A few headlines from February and March 2020:

Financial Times: “Coronavirus was not genetically engineered in a Wuhan lab, says expert”

USA Today: “Fact check: Coronavirus not man-made or engineered but its origin remains unclear”

Science: “Scientists ‘strongly condemn’ rumors and conspiracy theories about origin of coronavirus outbreak”

Ok, on to human psychology. Here are a few things I believe to be true:

1. Individual human beliefs are driven by deep needs we are mostly not aware of

2. Beliefs are a mental shortcut for a complex underlying situation that we can’t keep in our heads

3. At the surface level, beliefs are summarized and justified by logical sound bites

Phew, that was boring, right? Because all that stuff I just told you is really abstract. You can’t really “see” it.

Our brains aren’t good at seeing how brains themselves work.

Fortunately, we can look at the mass mind.

It’s not a perfect proxy for individual human brains. But it can still be useful. Plus it’s so big and so slow-moving, allowing us more insight.

And that’s why I’m telling you about this corona story.

A year ago, there were certain underlying needs in the world. I’m not sure what they were, but they demanded the belief that corona is not lab-made. As a result, facts were found to support this belief, and only sound bites like the above headlines bubbled up to the surface. A belief was born.

Today, it sure sounds like the underlying needs have changed. And now the mass mind wants to believe, for whatever reason, in the lab-made origin, or at least its strong possibility.

So we are redoubling efforts to find facts to support this belief. And since the world is very complex, we’re sure to be successful. In fact, just now, I came across the following article by Matt Yglesias:

“The media’s lab leak fiasco: A huge fuckup, with perhaps not-so-huge policy stakes”

So that’s why I’m saying this can help you with copywriting. Because when you write copy, your real work is playing with those deep-down, hidden needs. You can give people logical sound bites, and it might help your case, but only when the right underlying conditions are there.

And maybe this corona origin story can make that real for you, can allow you to see it, so you can truly believe it.

That said, if you are interested in the strange politics of corona origins, here’s the article that put this whole topic on my radar. In case this beliefs-in-the-mass-mind stuff turns you on, take a look:

https://thebulletin.org/2021/05/the-origin-of-covid-did-people-or-nature-open-pandoras-box-at-wuhan/

The end of Stansberry?

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Last week, a reader of my email newsletter who works for an Agora affiliate clued me into the following fact:

Stansberry Research is going public.

Stansberry, as you probably know, is one of the biggest imprints that came out of Agora. They had the End of America promo. This was one of the two or three biggest direct response campaigns of all time, bringing in hundreds of millions of dollars through a single VSL.

When I heard that Stansberry is going public, my first thought was to David Bowie.

Back in 1997, Bowie released 10-year bonds backed by the future royalties of his album sales.

​​Bowie bonds put $55 million into David Bowie’s pocket, and were given a respectable A3 rating.

​​But within a couple of years, digital file sharing caused the whole music album market to implode. Bowie bonds were downgraded to Baa3, one notch above junk bond status.

Maybe David Bowie, with his artist’s intuition, sensed it coming, and made a smart cash grab just in time?

And maybe Porter Stansberry, using his entrepreneur’s intuition, senses something similar in the current moment?

The Agora copywriter who told me about this assured me I’m imagining things. “It’s probably Stansberry himself wants to be a billionaire. He must be pretty close now.”

A Barrons article that reported on this quoted the CEO of the company that’s taking Stansberry public through a merger. That guy’s reasoning:

“We were looking for a company in the attention economy with scalable, digitally delivered IP. As people say, ‘content is king.’ But it’s rare that you find a company that’s as prolific at creating new IP… They’re like the Netflix of financial content.”

So rather than this being a Bowie moment, maybe it’s a Netflix moment?

​​A moment in which a somewhat limited, niche company uses its own existing assets and a bunch of cash to become a mainstream powerhouse?

Or maybe it’s a sign of things to come — Stansberry & chill?

Maybe. I’m not convinced. But I am curious. So if like me, you dip your toes in the direct response pond, it might be worth keeping an eye on the the ripples from this isolated pebble drop.

Or do you want me to keep an eye out for you? If so, then sign up for my email newsletter, because that’s where all my writing shows up first.

How to get booked solid with paying clients without prospecting any harder or dropping your prices

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Today I have a copywriting tip for you, not a lead-gen tip. But if you are looking for a way to get more client work, then here’s an idea from a recent Ben Settle email:

If you want clients who love and rave about you, be punctual.

It truly separates the men from the boys.

It also will make what I teach in my “Email Client Horde” book that’s on sale today a lot more powerful — potentially ramping up the respect and gratitude clients have for you, wanting to keep you, and not wanting to hire anyone else.

I’ve seen (and experienced) it many times.

I suspect you can, too.

Ben’s email had the subject line, “A secret way of using an ordinary pocket watch to get booked solid with paying clients.”

It’s a standard bullet writing technique. You zoom in on the solution. And then you zoom in some more. So far in, that the reader starts to wonder, “A pocket watch? Why specifically a pocket watch? Gotta find out.”

The best copywriters out there, from Gary Bencivenga to Parris Lampropoulos and David Deutsch, all use this technique regularly. But there’s a problem:

You can’t use it all the time. Your readers get wise, and get burned out. “Oh, it’s the teaspoon trick.” “Not the air conditioner secret again.” “There he goes, trying to get me to read by zooming in on a hairbrush.”

So what can you do?

There’s a second clever thing A-list copywriters do in situations like this. It’s probably obvious because you can find it in the subject line of this very email.

But if it’s not fully obvious, or you want a few examples of how A-list copywriters use this trick to create bullets that seem to be truly impossible, then you can find that in lesson 8 of my bullets course.

​​Which you can’t join just yet… but which will be available soon. If you want to make sure you get in while it is available, sign up for my email newsletter, because that’s where I will first announce it.

My shame-filled run at becoming a U.S. Park Ranger

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I used to be a real sucker for direct response offers. For example…

One day in high school, I was leafing through the classifieds in the local paper. And one ad made my eyes pop out:

“Get a job as a U.S. Park Ranger. Beautiful work, solid pay. Results guaranteed or your money back.”

For context: I hated high school. I had no ambition of going to college. And I didn’t like people.

“So you’re telling me I can get paid to commune with bears among the hush of the redwoods?” I squinted at the ad. “Hell yes!”

If I remember right, the cost to become a U.S. Park Ranger (as per the classified) was something like $60. That was money I didn’t have… but I begged, borrowed, and stole enough to get it. What did it matter? I could pay it all back with my first U.S. Park Ranger salary. It was guaranteed.

A few weeks later, my “Become a Park Ranger” kit arrived in the mail.

It consisted of a thick binder with study materials and instructions on how to apply for the 3x/year government test procedure that was the first step to becoming a park ranger.

Huh?

A thick binder? Studying for a test? On the off chance that maybe in a year, I could get paid to walk around Yosemite, away from the horrors of high school?

My heart sank. This is not what I had signed up for. And my beautiful $60… where did it go? I called up the company, and with a trembling voice, I asked if I could get a refund.

“Did you take the Park Ranger test already?” the other end asked.

“Uhh… no?”

“Well, that’s the condition for our refund guarantee. Take the test, and if you don’t pass, we will give you your money back.”

I think I buried my “Become a Park Ranger” kit in the back yard that night, so it didn’t remind me of my shame, failure, and lost money.

But who knows. Maybe I will still get $60 worth of story out of it. Because it’s a good illustration of an idea I recently got from marketer Rich Schefren:

“Your offer is not only ‘You pay me x and you get y.’ It’s also what your customer has to do with y to get the outcome.”

Maybe that sounds trivial. After all, the first thing you’re taught in copywriting school is that people don’t want a quarter-inch drill, they want a quarter-inch hole in the head. And nobody wakes up at 3am, sweating because they don’t have enough newsletter subscriptions, right?

Well, it might be basic. But how many of us actually abide by these rules when we create offers?

Of course, one way to use this is simply to promise the redwoods and the bears, and to make no mention of thick binders and exam procedures.

​​Trouble is, you need a real sucker to fall for that. And even then, it’s hard to build a repeat business.

So that leaves you with the other option. Which is to actually reduce as much as possible the time and effort that your customer has to invest, post-purchase, to actually get the result he is after.

​Not only will this make for an easier sell… not only will it produce satisfied customers who come back for more, over and over… but it also means folks will pay much more, right up front. Even if they have to beg, borrow, and steal to do it.

Anyways, here’s my offer to you:

Do you want to become a better marketer or copywriter? Tough, isn’t it?

Well, if you sign up to get my email newsletter, I take all the weight off your shoulders. I do the research about the best ideas… I find the entertaining and appealing stories that make these ideas slip easily into your brain… and I package it all up and send it to you every day.

Best part?

You don’t even have to read anything! Just open up my emails when they arrive and stare at your screen for a few seconds. Your marketing and copywriting IQ will increase automatically. Results are guaranteed. To sign up, please send me $60 in cash and then follow the instructions given here.

Why you’re not getting anything done

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“What do you want me to say?” I snapped.

My mom gave me a call yesterday. “What’s your plan for today?” she asked.

“I’m trying to work,” I said, “but I’m not being very productive.”

That was a mistake. Because it was really an invitation for my mom to ask me the worst possible question:

“Why do you think that is?”

I’ve written before about Tony Robbins. I’ve learned a lot from the guy. Perhaps the most valuable thing was the power of asking the right questions.

It really works.

By asking myself the right questions, I’ve made my way out of seemingly impossible situations, by doing less and by having more fun than I would ever have believed possible.

And vice versa.

By asking the wrong questions, I just agitate and muddle the mess I am already in. It starts to feel hopeless.

“Why do I think I’m not being productive? Let’s see… because I’m lazy? Because I’m frustrated with the project I’m working on? Because I feel the deadline looming… because I worry that I will miss it… and because I’m not strong enough to control my own brain, so this is turning into a self-fulfilling prophecy? What do you want me to say?”

Well. I didn’t say most of that stuff. But I was thinking it, while biting my lip. So I told my mom I would talk to her later, and I got back to staring at my half-complete, frustrating project, head in hands, wondering where it all went wrong.

Because asking WHY primes your brain to focus on failure and shortcomings. And while that might sound smart, it’s actually a bad way to spend your energy, and unlikely to do anything to move you forward. So don’t do it if you’re trying to be productive.

BUT!

Focusing on WHY is a great thing to get your prospect to do. Particularly if you have a new answer to that question.

As I’ve written before, a new answer to “WHY do I always fail” can allow you to “get one up” on jaded, hostile prospects who think they are too smart to fall for your marketing. And if you do it right, you can even become a star in your niche.

I won’t lay out the whole case for you here. That’s because I’ve written about this topic in detail already. You can find it as Commandment VII of my short book, The 10 Commandments of A-list Copywriters. In case you’re interested:

https://bejakovic.com/10commandments

How to get away with making extreme promises more often than you would ever believe

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In a recent email, A-list copywriter David Deutsch included the following P.S.:

P.S. Justin Goff says working with me enabled him to multiply his income 10 times over.

Not saying I’ll do that for you.

But it does show the power of getting the right kind of help improving your copy.

I call this frontloading. Here’s a second example of it, from an email by Ben Settle:

And it contains the exact same methods I used to land high-paying clients who could have easily afforded to hire better and more seasoned writers. But, using my sneaky ways, they not only hired me… they hired only me (often multiple times, plus referring me to their friends), without doing the usual client-copywriter dance around price, without jumping through hoops to sell myself, and without even showing them my portfolio, in most cases.

I used this info during good and bad economic times.

In fact, I got more high paying clients during the bad times (2008-2010) than the good times.

I cannot guarantee you will have the same results.

And the methodology doesn’t work overnight.

But, that’s how it worked out in my case, and this book shows you what I did.

So those are two examples of frontloading. It works like this:

First, you make a powerful, extreme promise. Then you qualify your promise. That way, you create believability… while still leaving the extreme promise ringing in your prospect’s head.

This works well as a way to organize a single sales argument (as in David’s case above). It can also shape your entire message (as in Ben’s email).

I think of it like grabbing a man by the shoulders and shaking him violently. Once his body goes limp and his head starts to swim, then you let him go and even dust off his shoulders and straighten out his rumpled shirt a bit.

In other words, you agitate and agitate your prospect… and then you agitate some more… and then you ask him to be reasonable.

Of course, you can also choose to be more subtle about it. You can only agitate a little bit, and then immediately get more reasonable. This can work well in your subject lines… or even your headlines.

Anyways, in case you want to get on board the most interesting email newsletter in the world, according to several marketers and copywriters who are subscribed to it, here’s where to go.