Business Ideas

John Bejakovic writes only for the Letter

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I’ve got a quirky history lesson for you today. But before you run and hide, let me say this lesson is as valuable and as relevant as an NFT investing tip. Here goes:

The first full-page advertisement in the U.S. appeared in The New York Herald, on June 7, 1856. It repeated the same phrase nearly a thousand times, all the way down the page:

“Fanny Fern writes only for the Ledger”

The ad was taken out by the extravagant Robert Bonner, the owner of the Herald’s rival newspaper, The New York Ledger.

​​Bonner had hired a then-popular writer, Fanny Fern, to write a story for his newspaper at an astronomical $100 per column. And now he was advertising the fact, over and over, in a single ad, in his rival’s newspaper.

Result?

The circulation of The Ledger doubled, to nearly 50k.

Bonner didn’t repeat this exact ad in the future, but he kept his eccentric advertising practices to promote his newspaper. Sometimes he repeated a phrase in an ad over and over, sometimes he ran a full-page ad that was almost entirely empty.

His newspaper circulation grew and grew. Bonner died a millionaire, back when a million bucks could buy you a skyscraper or three.

So what’s the point?

Well, I won’t try to massage this little story into a stiff lesson for you. Rather, I’d like give you a meta-point:

A clear example or two, or fifty, are often more valuable than a bunch of rules.

And if you truly are interested in persuasion, influence, copywriting, and the like, then there’s an entire history of real-world experiments out there, just waiting for you to discover and rediscover.

Maybe you can reduce these experiments to theoretical rules. Or maybe, more profitably and usefully, you can just use them for new ideas you can imitate, sometimes verbatim, in your own marketing and influence efforts today.

Speaking of which:

My headline above says, “John Bejakovic writes only for the Letter.”

The Letter. Yes. That’s the name for my daily email newsletter. The John Bejakovic Letter. In case you want to join the growing circulation of this little rag, I still have a few copies available, and you can sign up to get one, on the regular, for free.

How to come up with email topics your list will love to read and not buy from

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I just got home from a beautiful, sunny, morning walk. Not only is it Sunday morning, but where I am right now, it’s Easter, which means the streets are blessedly empty. Just the sun, trees, birds, and occasional whining cat are out and about.

I got home filled with positive impressions and opened my laptop. YouTube asked — resume video?

Suddenly, a weight settled on my shoulders.

​​I have a habit of leaving music playing when I go out of the house. It happened this morning too, until YouTube paused it at some point. Now it was asking if I want to continue.

My finger lingered over the resume button. I could see the next song that would play. It was both appealing and repulsive:

Gerry Rafferty’s Baker Street.

I’m telling you all this as an example of a real problem I’ve noticed in my life.

​​My mind is becoming a closed garden, with songs I have known before and humor and ideas I have known before as the only plants that have a chance to take root.

I’ve listened to Baker Street, by my estimate, some 13 million times in my life. Do I need to listen to it again? No, in fact, it’s become irritating. But do I want to listen to anything else, anything new? Not really.

I don’t have a solution to this problem.

​​Perhaps you have a solution for me.

Or perhaps you don’t. Perhaps just have the same problem, and feel a little excited that at least one other person shares your problem.

Or perhaps not even that. Perhaps you don’t have this problem at all, but you just found it curious to read that somebody could experience such a deep life crisis around the topic of Baker Street.

If any of these is true, then I guess I’ve done my job.

Because when I opened up my laptop, closed down YouTube (sorry Gerry), and got to work, I made a list.

​​It was titled, “10 problems I have in my life right now.”

Making this list wasn’t depressing. In fact was a relief to get it out of my head and on to the page.

#8 was the “closed garden” problem above.

#6 was that I have no email topic for today.

​​Well, at least that problem’s solved for now.

So maybe you can do the same. If you have to come up with ideas, topics, or content, start by making an honest list of problems you have in your life. And then pick one of those problems and write about it.

​​It always does well for me when I send out an email like that.

“You mean you make lots of sales like that?” you ask.

What, have you been reading my “10 problems” list?
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​​The answer is no, if you really must know. I don’t make sales like that, but that’s because I don’t have enough offers to sell. That’s a real problem in my life. Well, at least until I turn it into a topic for another email. If you want to read that when it comes out, or if you’re interested in copywriting and marketing, sign up to my email newsletter.

Unique, slightly gross positioning through “whale fall”

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A whale is denser than water. When a whale dies and stops breathing, it sinks to the bottom of the ocean. It then forms something called a “whale fall.”

A bunch of shrimps, crabs, and sea cucumbers suddenly appear. Some of these creatures specialize in eating the whale’s soft tissues. Some suck the fat out of whale bones. Others colonize the whale skeleton. In short, a whale fall creates a whole new ecosystem, which can last for many years.

Do you think this could be a way to create a business?

I once read Craigslist was basically an Internet whale that sank to the bottom. When it did, a bunch of creatures crawled out and started feeding off its carcass. So Airbnb scarfed up the vacation rentals. Indeed.com sucked in the job listings. Tinder ate the “casual encounters” section.

Maybe that’s a way for you too to start a business right now. Today’s whales like Facebook and Google are becoming less popular. Many of their services don’t work well. Maybe you can peel one off, and simply do a better job.

Or if you want personal positioning, why not turn your hungry eyes toward a whale influencer?

Guys like Jay Abraham or Frank Kern have been around for a long time. Over the years, they’ve had lots of different angles and ideas. They can’t focus on all of them. So you could pick one that appeals to your appetites, chomp into it, and make it into a steady stream of nourishment.

Maybe this whale fall discussion is getting a little gross. But the basic idea is sound. Few things are new in the world. We mostly take what came before us, and recycle it to new purposes. So go forth and prosper, you ambitious sea cucumber, you.

Are you still here? I don’t have any more whale facts for today. But if you want more marketing and business ideas, click here and subscribe to my daily newsletter.

“Filthy animals”: How to become a star and embarrass your mom

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Colby’s phone was ringing. He looked at it and his head sank to his chest.

It was his mom again. He would have to finally talk to her. And he knew what she would say.

“This is horrible, Colby,” his mom yelled as soon as he answered. “How could you? I just saw it again on ESPN! You called them filthy animals! An entire country, and you called them filthy animals! This is not how we raised you Colby! I should come over there and wash your mouth out with a bar of soap!”

You might know who I’m talking about. Colby “Chaos” Covington, currently the number-1-ranked welterweight in the UFC.

In case that doesn’t mean much to you, let me explain:

Covington is a professional MMA fighter. And he’s good at fighting.

But it turns out fighting is only a part of his job.

So in spite of being good at fighting, Covington was at one point on the edge of getting dropped from his contract with the UFC.

He was just not very exciting to watch or listen to.

So Covington started wearing a MAGA hat and name-dropping Donald Trump at every opportunity…

He started talking up his support and admiration of the police, right as the BLM movement was dominating the news…

And then, he went into his fight against the Brazilian fighter Damian Maia, in Sao Paolo, Brazil.

And right after beating Maia, during the post-fight interview, as the crowd started whistling and booing, Covington yelled into the microphone that Brazil is a dump and that Brazilians are filthy animals.

“What do you want me to do, mom?” he said when she finally gave him a chance to speak. “They really were acting like animals. They were all drunk, and they were throwing things at me and booing.”

So that’s the point I want to share with you today.

Covington says his public persona is really him. He’s not making it up.

He is a Trump supporter. He does admire and support the police and the military. And he thought the Brazilian crowd, before and during and after his Sao Paolo fight, was being incredibly rude.

The difference is, Covington took all those things… and he took them to 100.

It definitely worked for him. He had his UFC contract extended… he started making much more money… and he became one of the biggest names in the sport today.

And it can be the same for you, too.

You don’t have to be a natural to succeed at anything. Including having a personality.

You can even have fun doing it. A/B test different aspects of who you already are… exaggerate them, caricature them… and see what people respond to.

Money, fame, and opportunities will follow.

And in case you’re wondering:

Yes, I am telling this to you as much as to myself. Because this is an exercise I have been slacking off on doing.

So if in the near future you want to see me contradicting myself blatantly… or writing about crystal skulls and Akashic records… or announcing that I have converted to Taoism… well, sign up to my email newsletter. And get ready to witness my transformation.

 

Marketing to frustrated newlyweds and disgusted divorcees

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Last autumn, Reuters published an article about an Iraqi man named Aram Mehdi. Mehdi belongs to the persecuted Kurdish minority in Iraq. And though he grew up Muslim, Mehdi converted from Islam to Zoroastrianism.

He says it’s been a real struggle:

“We cannot even write a comment on a Facebook post as a Zoroastrian. Some people say it’s a taboo to dine with you, ugly animals are better than you. Others say, ‘Just let us know where you are if you dare.'”

Maybe your reaction to this is, “Wow that’s terrible. Poor born-again Iraqi Zoroastrians.”

Or maybe you’re heartless like me. And maybe your reaction was more like, “Seriously guy, you were kind of asking for it. After all, if you are a member of a persecuted minority in a war-torn country… why would you willingly make yourself a member of an even smaller, even more persecuted minority?”

Well, maybe because it’s fundamental human psychology.

Over the past few months, I’ve shared a lot of quotes from Eric Hoffer’s book True Believer. That’s because it’s so full of interesting ideas.

I’m gonna do it again in just a moment. But before you turn me off, I will tell you this idea has real, concrete, maybe even profitable direct marketing implications.

Ok, on to Hoffer and his quote:

“Since all mass movements draw their adherents from the same types of humanity and appeal to the same types of mind, it follows: (a) all mass movements are competitive, and the gain of one in adherents is the loss of all the others; (b) all mass movements are interchangeable. One mass movement readily transforms itself into another. A religious movement may develop into a social revolution or a nationalist movement; a social revolution, into militant nationalism or a religious movement; a nationalist movement into a social revolution or a religious movement.”

The starting point of Hoffer’s book is that people who join holy causes are fundamentally frustrated. And they look to the holy cause as a way of escaping their current, flawed selves, and being reborn in some new, cleansing identity.

For that, the actual holy cause doesn’t matter too much. Many potential ones will do.

For example, if for any reason you cannot be reborn as a freedom fighter (Kurdish minority in Iraq)… well, then there’s always some fringe religious movement that’s open to you (Zoroastrian minority in a dominantly Muslim country). And if that doesn’t work, then maybe you can become an anarchist or a communist or a pacifist.

So that’s the interesting psychology idea — or interesting to me at least. Now here’s the related direct marketing advice.

It’s based on the fact that direct response customers are also fundamentally frustrated. They share many traits with Hoffer’s true believers.

And that’s why if you run a DR business, your best prospects are either the newlyweds or the divorced. Either people who recently bought something from your competition for the first time… or people who recently walked away from your competition in disgust, and who claim they will never buy anything like that ever again.

Because those people are still frustrated. And because their holy cause — the product they are buying and identifying with — doesn’t matter all that much.

What does this mean practically?

Well, in the good old days of direct mail, you could actually buy lists of unsubscribers or new buyers.

But even today, with a bit of thought, I believe can apply this to your business.

For example, you might have your own list of fallen subscribers or customers. This might be your most valuable resource – if you sell it to your competition.

And vice versa. Your best leads might come from a joint venture with your competition. Just have them send you their disgusted ex-customers.

More broadly:

If you’re trying to position yourself in the market, you don’t have to be so unique, likeable, or even much of an expert. Just make it clear you are not that other guy — while still promising the same opportunity for blessed escape that the other guy was selling.

By the way, if you really hate Ben Settle, and his email marketing tips, you might like my daily email newsletter about marketing and copywriting. you can sign up for it here.

Outrage with stupidity to milk info out of cagey or indifferent adversaries

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Two years ago, just as the whole world was shutting down due to the first wave of corona, the president of the UFC, Dana White, got trolled into revealing a highly guarded secret.

A bit of background:

The UFC hosts mixed martial arts fights, and in April 2020 they were supposed to host the biggest and most anticipated fight in their history, between Khabib Nurmagomedov and Tony Ferguson.

These two fighters were both on 12-fight win streaks in the UFC, and they were scheduled to fight four times already. Each time, the fight was cancelled at the last minute for some reason.

This time around, as sports organizations around the world cancelled events because of corona, Dana White refused to give in. “We’re going ahead with the fight!”

The only problem was they couldn’t figure out where to host it. It was originally supposed to be in Brooklyn, but that was out. In fact, any other location in the US also became untenable.

“The fight is still on, guys!” White would repeat whenever asked, though he wouldn’t give any more details.

So as the fight date neared, speculation kept increasing. Fans were alternating between getting resigned to the inevitable fifth cancellation… and hyped when some new possible location for the fight surfaced.

Meanwhile, even Tony and Khabib, the fighters who were supposed to be fighting, didn’t know for sure if the fight was still on.

So that’s the background. Would the fight happen? Would it get cancelled a fifth time?

The answer finally came when somebody created a fake Twitter account, mimicking a well-known MMA journalist, and tweeted:

“#BREAKING: Dana White and Vladimir Putin have reached an agreement on travel arrangements for UFC Lightweight Champion Khabib Nurmagomedov to come to the United States. He will fight Tony Ferguson. It’s happening folks. #UFC249 will go on as scheduled April 18.”

To which Dana White, big goof that he is, immediately blasted out a Tweet saying that it ain’t so, that Khabib is not fighting, and then to prove it, he finally revealed the whole card that was scheduled for this corona-infested bout.

Which brings us to an eternal truth, something called Cunningham’s law:

“The best way to get the right answer on the Internet is not to ask a question; it’s to post the wrong answer.”

The sad fact is that in business, in love, and on online forums, there are many times when people are unwilling to answer your questions. Maybe the person you’re talking to is indifferent, or cagey, or hurt, or they just don’t like the implied power dynamics that come with you asking and them answering.

So if you ever find yourself in this situation, swallow your pride, and publicly make a dumb, completely wrong assumption about the right answer. If Cunningham is right, and I suspect he’s at least a little bit right, then your outraged adversary will jump in and say, “No! You’re so wrong! Let me tell you how it really is…”

But I think this Cunningham and his law go even farther. If you just swap out “right answer” and you swap in “response,” you get a good recipe for how to get yourself publicity and an audience online.

Of course, unless you want to be just a troll, you’ll have to figure out a reasonable argument to justify a seemingly “wrong” opinion that you use to attract attention. But it can be done, and guys like Matt Stone (aka Buck Flogging) and Ben Settle prove it. Outrage and reason are a powerful combination. Aloe vera on its own is pretty bland and slimy, but it sure feels good once you burn your hand on the stove.

And if you want less outrage, not more:

You might like my daily email un-newsletter. I avoid outrage, even though I know it’s good for business. Instead, I try to make my ideas appealing in other ways. In case you’re curious, you can give it a try here.

The mystery deepens: Scientists shocked, Robert Collier not so much

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Somewhere outside of time, in an alternate dimension made up purely of destiny, growth, and power, the eternal essence of Robert Collier is shrugging its shoulders and saying, “Didn’t I tell you so?”

A few days ago, I read a fascinating article on the pop science site Quanta Magazine.

It was a summary of recent physics research that’s threatening to break down how we’ve thought about science for, oh, the past 500 years or so.

The situation in a nut is that particle physicists are find value in a radical idea, anti-reductionism.

The standard view of science, the one we’ve had for those 500 years, is reductionist. The trees explain the forest. If you want to know more about the forest, learn more about each tree. And if you want to learn more about each tree, learn about its cells. And so on, down and down.

Well, once you get all the way down, where these physicists are looking… it turns out influence might go the other way too.

In other words, you can’t tell the whole story by looking at the trees. The forest as a whole contributes some fundamental part of the picture, and explains the trees also. At least that’s the latest theory.

So what does this mean?

Does it mean that mystery merchant, Robert Collier, was right when he wrote the Secret of the Ages? Will anything your mind imagines trickle down to the subatomic level? Will your intent change the very fabric of the universe?

I have no idea. I imagine the physicists would say absolutely no, and that it’s a huge and unwarranted leap.

It’s all a deep mystery, if you ask me.

But you didn’t ask me. In fact, you might be reminding me impatiently that this is a newsletter about marketing.

So let me map this to the matter of influence in writing.

I have long tried to look at successful copy — and influential writing more generally — and break down why it works. After all, it’s got to be all there on the page.

By looking closer and closer, at each sentence and even each word, I’ve found out the answers to many influence and persuasion mysteries, some of which I’ve shared with you in this newsletter.

And yet, it’s never the whole story. Like Dan Kennedy once said about Gary Halbert’s copy, there is some magic in there. Even somebody as deliberate and trained as Dan himself can’t see where the magic lies… but it’s there, because of how customers responded.

“You’re really killing me here, John,” I hear you say. “What exactly is your point? Can you just tell me what to do and let me be on my way?”

Well, I’m telling you to spend time looking at the small scale of copy. The arguments, words, and structure.

But there’s something else that makes up the total effect of what you write. Something on a much bigger scale. The overall feel, intent, or — shudder — even vibration of what you are writing.

You might be looking for practical advice. The best I can do is leave you with these words of another mystery merchant, Matt Furey:

Truth is, everything you write – whether a simple note to a friend or an advertisement for your business or a chapter going into a book – carries a vibration of some sort, and the stronger your personal vibration while writing the greater the likelihood that those who are somewhat sensitive will feel it.

If you’re in a bad mood when you write, don’t be surprised if the reader doesn’t like what you wrote. Conversely, if you’re in an incredibly positive and vibrant state, the reader may feel such a strong current coming from your words that you lift him from the doldrums of depression into an exalted state of mind.

Then again, if you’re somewhere near neutral when you write, don’t be alarmed if no one bothers to read anything you put out. Make no mistake about it, if you want your writing to get read, it better have some ZAP.”

Last point:

For more anti-reductionist writing and influence advice, you might like to join the destiny and power movement, also known as my email newsletter. You can sign up for it here.

Back to the Boardroom era?

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Last autumn, I was writing a few sales emails for an SEO agency. So I spent an hour on Google, trying to find stories of people who had been penalized, by Google, for doing shady SEO stuff.

And after an hour, I had little to nothing to show for it.

Not because such stories don’t exist or because people haven’t written about them online.

But because people’s actual stories have been crowded out by billions of SEO-optimized listicles with titles like “10 Google Penalties That May Be Affecting Your Site” and “The Complete list of Google Penalties and How to Recover.” ​​And then there’s worthless Medium, which showed up at no. 2 for a Google search on “Google penalty stories”:

The most insightful stories about Google Penalty – Medium
Read stories about Google Penalty on Medium. Discover smart, unique perspectives on Google Penalty and the topics that matter most to you like SEO, …

Page after page of Google results like this gave me no actual, credible, human info. And I guess it’s not just me that it’s happening to.

A recent article in the New Yorker talked about the growing mass realization that Google search sucks. Partly because Google as a company has decided to go fully evil. Partly because we have all started to rely so much on Google… that the Internet has warped itself to appeal to Google’s tastes and preferences.

The result is page after page of horrible, inhuman fluff, broken up perfectly with H1 and H2 headings, made up of regurgitated and repurposed low-quality information or even flat-out lies.

Which is something you can either be frustrated about…

Or if you’re like me, you might decide to see it as a business opportunity.

The tech nerds on Hacker News can try to come up with a new search engine to beat Google.

But this is a newsletter about marketing. So let me tell you it smells to me like we might be headed back to the days of Boardroom.

The past 15 or so years, coinciding with rise to monopoly of Google, have also seen a rise of personality-based marketing businesses.

Coaches, gurus, and experts of various stripes have been selling information at high prices — not based on the quality or quantity of the info — but based on their own perceived authority, trustworthiness, and the relationship they have built with their audience.

That was the only way you really could charge for information online.

The days of Boardroom — charging $39 for a book of tax-saving or health or consumer tips — without a face you could trust and a guru you could feel is your friend… why pay for that?

After all, it seemed that Google made that kind of information available for free.

Except again, we’re now in an age where there’s so much information, and so much bad information, all available for free, that there might be an opportunity to simply start a business curating good information and selling it online.

So if you’re looking for a side project, new business, or a way to help millions of people navigate their lives better, consider reviving Boardroom.

Bring together valuable, trustworthy information. Charge for it. Build a list. And then do it all over again.

You probably won’t ever be able to charge thousands of dollars for a single book or five-hour video course, the way you can if you are selling based on personality.

​​But you will be able to reach a much bigger pool of people — which creates valuable opportunities of its own.

Or you can watch me do it. I’m planning to take my own advice. I will write up the results in my email newsletter. You can sign up to join it here.

Cheap, easy, and definitely worth it

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A few days ago, I sent out a George Foreman-themed email asking for testimonials. Either for my newsletter and products… or for me personally.

I got back some good responses. Just what I was hoping for. For example, copywriter David Patrick wrote me to say:

“If John is behind anything, then I’m sure it’s going to be good. In fact, he may very well be the best thing to happen to America… at least when it comes to persuasion and influence! No, really!”

Others wrote in to say that I’m not only the best thing for America, but “maybe even the world”… that I am a “vital resource”… and one person, who shall remain unnamed, wrote in all seriousness with:

“John Bejakovic and persuasion. You can’t beat that. He made me like cats. Even though I used to hate them and they used to hate me. So he’s a great person to find out about a new product that’s about persuading stubborn prospects. Or cats.”

I also got less flamboyant, perhaps more useful testimonials. I will drip those out in good time, in upcoming emails and sales pages.

For today, I just want to point out something obvious that you might already know, but that I had to learn. In fact, I didn’t learn it until only a couple years ago, when I was writing a VSL for a get-rich-in-real-estate guru.

In one of his content videos, this real estate guru talked about his “buyers list” — the list of people you can flip a house to.

But a buyers list is so much more than that, the guru said.

​​He then rattled off all the connections, employees, business opportunities, sources of funding, and personal relationships that resulted from his list, and from the personal emails he would send to them on occasion.

“Huh, interesting,” I said, a dim light slowly flickering to life in my head.

​​Time passed. I stared into space.

​​The light flickered a little brighter. “Ohh… yeah… I get it now!”

Because it’s not just a “buyers list” that can do all that. It’s the same with any email list, when it’s built right and managed right.

The fact is, my newsletter list has given me — often without me even asking — business partners… JV partners… copywriting clients… consulting clients… free products… insider tips and valuable ideas I wouldn’t know about otherwise… job offers… podcast appearances… mastermind appearances… and many, many new relationships with people, some of whom even became my friends, mostly online, but in real life as well.

Like I said, I had to have somebody point this out to me. That a list is a relationship, and that it’s good for a lot more than just a certain kind of one-way traffic.

Maybe you’re amazed I could be so dense.

But I am far from a natural when it comes to promotion or marketing or business. And yet it doesn’t matter.

You can find a spot for yourself, and be successful in time, even if you’re not a natural showman, salesman, or “scheme” man.

Lots of people have walked the road before you. Many of them are willing to point out, sometimes even for free, just where you should put your feet to take the next step to success.

Such as for example, starting and running your own email list. It’s cheap. Easy to do. And it’s definitely worth it.

If you want to see, how I do it, sign up to my list. You might learn something about copywriting and marketing and business along the way. Here’s where to get started.

Who wants to be a billionaire?

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The oldest rum brand in the world, and also the oldest living business in Barbados, is Mount Gay Rum.

The Mount Gay distillery, sitting in the middle of wind-blown sugar-cane fields, dates back to 1703. For hundreds of years now, Mount Gay Rum has been a favorite of the pirates, sailors, and tax evaders who landed in Barbados.

When you look at the oldest businesses in other countries around the world, the picture is similar:

Ireland – Sean’s Bar, founded in the year 900

China – Ma Yu Ching’s Bucket Chicken House, founded in 1153

Ukraine – Drohobych Salt Mine, founded in 1250

Looking at businesses that are still running after a few hundred years or more, you will find lots of small breweries… small inns… small mints… small mills… small mines… and an occasional bell foundry thrown in.

Which led author Ted Gioia, who wrote about this topic recently, to conclude:

“You might assume that the best corporate survival strategy is to get bigger and bigger, but empirical evidence tells a completely different story. These long-term survivors are far more likely to be small, focused companies that do one thing very well, rather than ambitious growth-oriented megacorporations.”

Is Gioia right? I don’t know. But it resonated with me. And so I want to warn you:

A business owner recently tried to motivate me into working with him. “This could be a billion dollar company,” he said, “and you can be a part of it!”

I didn’t say so at the time, but I shuddered at the thought of being part of a billion-dollar company.

Who wants to be a billionaire? My idea of being rich is having more money at the end of each month than I had at the beginning — without scrimping, scrounging, or worrying along the way.

I know that when I don’t work, I get depressed. So I’m more interested in enjoying what I do, and being able to stick with it for the long term, than in making a lot of money and cashing out.

So now that you know that, it’s time to make a decision to avoid my email newsletter or not.

​​You might be wasting your time by signing up to my newsletter. What’s worse, you might be exposed to dangerous ideas that steer you away from your primary goal, in case that goal is to get very rich.

On the other hand, if you’re looking for enjoyable work, for the long term, and if you’re ok focusing on one thing and doing that very well, then it might make sense to sign up.

Who knows?

Maybe I can give you good ideas so you can run a business that you enjoy.

​​Or maybe, even so you can build a little legacy. So a hundred years from now, your great-great-grandkids are still running the direct response brewery you start today… while pointing proudly to your picture on the wall.

If you’re interested here’s how to sign up.