Positioning

People will pay to see someone shut your mouth

by

Back when I was sexually illiterate — and by that I mean, back when it took me a minimum of two months of “hanging out” to maybe take a girl to bed — well, back then, I knew a guy named James.

James and I spent enough time together that I began to notice an uncomfortable thing he always did.

In any group of people, assuming there were any girls around, James always made some offhand sexual comment. Perhaps a fragment of a bizarre story that happened to him between the sheets. Or how he didn’t have a lot of time to cheat on his girlfriend before she came back from vacation. Or just about some impressive breasts that were passing by.

Like I said, I always found these comments uncomfortable. Tacky. Unnecessary. Why would James say these things?

Well, I now know. But this isn’t a pickup newsletter. Instead, it’s a marketing newsletter, so let’s talk marketing.

Specifically, personal branding.

Yesterday, I watched an eye-opening video on YouTube. It’s called Villains in Wrestling: The Art of Making People Hate You.

The video is great. Fun. Full of detail and story.

And it tells you the exact steps these TV entertainers take to become hated. And course, why they do it. In the words of Gorgeous George, the first TV wrestling heel and somebody who influenced Muhammad Ali, James Brown, and Bob Dylan:

“People will pay to see someone shut your mouth. So keep on bragging, keep on sassing, and always be outrageous.”

Gorgeous George was a star on par with the biggest entertainers of his era, including Bob Hope and Lucille Ball. He was paid obscene amounts of money, and he single-handedly made television into the entertainment medium it is today.

And that’s the connection to my story with James above. James had a pretty girlfriend, and from what I saw, plenty of quick success with random other girls on the side.

Fact is, there are proven ways to take girls to bed quickly, which have nothing to do with making more money or having six-pack abs.

Likewise, there are proven ways to grow a personal brand people will pay for, which have nothing to do with giving away more value or being helpful and friendly.

Maybe these ways make you uncomfortable. Maybe you’re all about expanding your comfort zone… but not if it means being hated or being tacky.

Your choice. But the knowledge is out there. And, speaking personally, that YouTube video on wrestling villains is worth a watch.

One last point:

I write a daily email newsletter. But it’s exclusive and therefore it’s not for you. For everybody else, the link to sign up is here.

The Psycho rules you MUST have for a stronger business and more successful customers

by

Last night, as lights dimmed around the city and the streets got quiet and a lonely owl started hooting somewhere in the distance, I settled into bed and started watching…

Psycho!

(​​The trailer.)

This was a 6-minute promo movie, made by Alfred Hitchcock, to drum up anticipation for the real Psycho movie.

The Psycho trailer features Hitchcock himself, showing off the Psycho set as if it were a real crime scene.

​​With cheery music playing, Hitchcock walks around the set, hints at the murders that happened in different rooms, and occasionally pouts and frowns at camera as if to say, “You there, in the second row, what odd thing are you doing?”

At the end of it all, Hitchcock walks into the motel, to the bathroom.

“Well they cleaned all this up now,” he says. “Big difference. You should have seen the blood. The whole place was… well, it’s too horrible to describe.”

In spite of this, Hitchcock continues his cheery tour. He points out the toilet — an important clue — and then the shower. The camera zooms in as he reaches for the shower curtain, pulls it back swiftly, and—

A screaming woman’s face flashes and the famous Psycho slasher music cuts into your ears.

The closing credits appear, and then a notice:

“PSYCHO: The picture you MUST see from the beginning… or not at all! For no one will be seated after the start.”

“What?” I asked my laptop. No one allowed in late? Is this for real?”

It turns out yes.

Hitchcock made a rule for the release of Psycho. Nobody would be allowed into the theater, any theater, anywhere around country, after the movie had started.

Studio honchos were worried that this arbitrary rule would hurt ticket sales.

But you, my dear marketing psycho, probably know better.

What do you think happened?

Did people hear they won’t be allowed in late, and decide to stay away?

Did a few people who did come late, and who got turned away, and who fumed about it… did these people sour everybody else from seeing the movie?

Of course not.

Lines formed around the block, in cities around the US, made up of people waiting to see Psycho, at the appointed time.

Of course, these people were not there only because of this “No late admission” rule.

But I’m 100% sure this rule contributed to the fact that Pyscho broke box-office records in its opening weekend, and has become such a keystone of pop culture since.

Maybe you see where I’m going with this.

People loooove draconian rules and restrictions, particularly in a take-it-or-leave it setting.

Sure, some people get turned away. Either because they know in advance they can’t make it to the theater in time, or more likely, because they dawdle.

But some people will be intrigued who wouldn’t care otherwise. And more important, many people will treat the person setting the rules with a new level of respect and deference.

Ben Settle recently wrote an email about his Psycho rule not to allow people who unsubscribe from his Email Players newsletter to re-subscribe down the line. Ben wrote:

“I’ve tested, tweaked, experimented with, and practiced this policy for nearly 10 years. And I have found, without exception, the harsher I am with this policy, the stronger my business gets with far more successful customers. On the other hand, the more lenient I am with this policy, the weaker my business gets with far more weak-minded customers. It’s such an integral part of what makes my business model work, that it’s ‘part’ of my marketing now, just like clean parks are ‘part’ of Disneyland’s customer service.”

So there you go. If you want a stronger business and more successful customers, stop allowing anyone into your theater after the lights dim.

Or stop allowing them back in, if they ever leave for a pee break.

Or come up with yer own Psycho rules. Ones that match your personality, your preferences, and your business objectives.

“Here it comes,” some oddball in the second row is saying, while rubbing his hands together. “Here come Bejako’s rules. He always likes to write about an interesting marketing and business idea, and then implement it in the same email.”

True. I do like to implement good ideas as soon as I write about them.

But another thing I like to do is to take a really important idea, and sit on it for a while, and then implement it in future emails, and throughout my business.

This particular idea, about Psycho rules, is big enough and important enough to warrant more time and space than I want to take for a single email.

But keep an eye out, if you have an eye to spare, and maybe will see me pulling back the shower curtain some time soon, and with scary slasher music suddenly playing, startling my list with one of my new Pyscho rules.

Meanwhile, if you want my advice, insights, and guidance (no copywriting) when it comes to your existing email marketing funnels, you can contact me using the form below.

No arbitrary rules or hoops to jump through — yet.

​​Here’s the link:

https://bejakovic.com/consulting

How to create positioning that your more established competition will eat itself alive for

by

Around 10:20pm, a tiny dot appeared in the skies above Le Bourget Aerodrome in Paris, France.

A crowd of thousands of people, happy and slightly drunk, waiting at the airport, started to cheer and push forward. Men took off their hats and waved them in the air. Women, a little more dignified, kept their hats on.

The dot grew larger. It was now visibly a gray and white monoplane.

At 10:22pm on May 21 1927, exactly 95 years ago, the plane landed. The drunk and happy crowd ran out onto the tarmac and immediately surrounded it on all sides.

Out of the plane, a slim, worn-looking young man staggered out and raised his hand in greeting. After 55 hours of non-stop flying, across more than 3,600 miles, he had finally done it.

An incredible feat. Celebrated around the globe.

Worthy of being remembered even a century later.

Charles Lindbergh, the Lone Eagle, had become the third man to fly nonstop across the Atlantic.

Yes, third.

What? That’s not how you know the story? You know Lindbergh as the 25-year old flier who gained instant worldwide fame by becoming the first man to fly nonstop across the Atlantic?

I’m here to tell you it wasn’t so. In June 1919, two British fliers, John Alcock and Arthur Brown, made the first nonstop transatlantic flight. They flew from Newfoundland to Ireland.

Sure, Lindbergh’s flight from New York to Paris was longer, almost double the length. And he was flying solo.

But on the other hand, Alcock and Brown did it eight years earlier, with much wonkier technology — planes were developing fast in those days. So perhaps their feat was braver and more impressive than Lindbergh’s.

It’s kind of a puzzle, isn’t it?

Why did Charles Lindbergh become an instantaneous celebrity by flying across the Atlantic? And why has nobody ever told you, until I told you today, that two other guys flew across the Atlantic almost a decade earlier?

I’ll give you one good reason:

Spectacle.

Lindbergh was flying to win a much talked-about prize of $25,000, worth over $415,000 in today’s money, put up by a French-American businessman, and left unclaimed for over 8 years.

Days before the famous transatlantic flight, Lindbergh flew from San Diego to New York, setting a record for the fastest transcontinental crossing, and building up anticipation and interest.

Also, 1927 was a mostly peaceful and stable year in Europe and the U.S. Newspapers were hungry for a story, and young Lindy was a good-looking kid.

And then, there were all the idle and drunk crowds in New York, the idle and drunk crowds in Paris, the American ambassador to France putting in an appearance, and a collection of the best French aviators at the time, circling the Paris skies in anticipation of Lindbergh’s arrival.

Poor Alcock and Brown didn’t have any of those advantages. And that’s why nobody ever celebrates them today.

So my point is:

If you want people to remember you, get yourself some spectacle.

Think big. Create anticipation. Enlist slightly drunken crowds to stand around and cheer as you do whatever it is that you do.

It can turn you into worldwide celebrity, a daredevil star, someone who is talked about for years or decades or even a century later.

Or if your ambitions are smaller, and mainly focus on making money and having a business, it will give you positioning. The kind of positioning that others in your industry, who were there long before you — working hard, risking it all, for not much acclaim — will eat themselves alive for.

For more positioning ideas and advice, you might like my spectacular email newsletter.

Unique, slightly gross positioning through “whale fall”

by

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

by

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

by

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

by

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.

My ape-like positioning fail

by

“With our millions of subscribers and your skills,” he wrote me, “I’m sure we can have a big win-win.”

Here’s a bit of revelation about my secret client life:

Over the past month and a half, I’ve been talking to a business owner named Abdul.

Abdul runs an 8-figure business selling online courses. He wanted to start a daily email newsletter to both influence and sell the thousands of new subscribers who join his list every day.

Abdul’s front-end copywriter, who happens to read my newsletter (hi Ross!) recommended me as the expert email copywriter for the job.

So Abdul and I talked and made a deal. It’s all being glued and assembled as we speak, and once it launches for real, we will see how big of a win-win it turns out to be.

But here’s where this story gets a little wobbly.

A few days ago, Abdul texted me to say he’s thinking of hiring Dan Ferrari to write the front-end copy for an upcoming course.

A bit of context:

Dan Ferrari is a copywriter with a long string of controls for both financial and health offers. And Dan has what you might call the Midas touch when it comes to direct response.

I know this because a few years ago, I was one of a handful of guys in Dan’s coaching group, and I could see it first hand.

So when Abdul texted me he’s thinking of hiring Dan, I wrote in response,

“If you do end up hiring him, tell him I’ll gladly work as his assistant, just for the experience.”

I wrote that. But I didn’t send it. Instead, my index finger lingered over the send button. I then slowly brought that finger to my lips, like a gorilla considering his next meal.

“Maybe it’s not a smart thing to say?” I asked myself, while looking at the bananas on my kitchen counter. “I mean, I’m supposed to be the expert copywriter here. How will it look if I offer to work as another copywriter’s assistant?”

I shrugged my powerful ape shoulders. And I clicked to send Abdul the message after all.

Result:
​​
I haven’t yet been fired. And who knows, maybe I’ll end up working with Dan and learning something new.

So my point, in case it’s not obvious:

As I’ve written before, there’s big value to positioning yourself as a wizard… standing on a tall cliff… and, in a booming voice, letting the world know you wield secret knowledge and mystical skills…

But there’s also value in being driven to get better at the actual wielding.

And if I have to choose between the two, like in the case above, I will personally choose the second. It might be the slower path to success. But it’s worked well for me over the long term.

I’m not sure whether this fact can benefit you also.

Perhaps it can make you feel better, if like me, you are also a little skill-hoarder.

Or maybe it can remind you there’s always more to learn, and that there’s usually long-term profit in doing so.

Either way, here’s a possibly related tip:

Two days ago, after I announced I’m reopening my Copy Riddles program, I had a bunch of people who already went through Copy Riddles ask to be added to this new run as well. (One of the perks is lifetime access.)

And I noticed something interesting.

​​Many of the people who want to go again were among the most engaged when they first went through Copy Riddles.

They were the ones who consistently participated in the weekly bullet contests… who attended Q&A calls… who asked thoughtful questions… and generally, who seemed to get the most out of the course.

And here they are again, ready for more. Maybe there’s something to it… something you can use for your own success also.

Or maybe not.

In any case, enrollment for Copy Riddles closes Sunday. If you’d like to find out more about it:

https://copyriddles.com/

My fruitful first Clickbank failure

by

This year marks the 10th anniversary of the publication of my first-ever book. Well… book might be a bit grandiose.

It was more like an 85-page pdf. And by publication, I really just mean I put it up on Clickbank for sale.

The title of this thing was the Salary Negotiation Blueprint. The background was this:

10 years ago, I was a dissatisfied office drone working at an IT company. Day after day, I’d sit at my computer, drumming my fingers on the desk, looking out the window as the sun set at 4pm. “And I still have to sit here and pretend to work for 2 more hours!” I wanted to get free.

And then I heard about Mike Geary. Mike was making a million dollars a month selling his own 85-page pdf, The Truth About Abs, on Clickbank.

How could I do the same?

Fortunately, the same source who clued me in to Mike Geary (Tim Ferriss) also clued me in to that most highly revered and valuable guide to direct marketing:

Gary Halbert’s Boron Letters.

Being the bookish type that I am, I got the Boron Letters and I read them. At the time, I wasn’t sure what exactly was so great about them. But I did get one thing from Gary, and that’s when he talks about how to create an info product:

1. Pick a topic
2. Read 5 of the best books on the topic and take notes
3. Write up your own book/85-page report with the best information taken from those other books
4. Make millions!

And here we get to the crossroads.

Because in an unusual move for me… I actually put the Boron Letters down… stared at the void for a bit… and then took a hesitating, first step forward.

In other words, I stopped reading and actually did what Gary was telling me to do. I followed his steps 1-3.

The outcome was the Salary Negotiation Blueprint. I put it up on Clickbank. And then, I rubbed my hands together in anticipation of step 4 aaaand…

Total sales? 0. Total money made? $0. Total learning experience?

Well, with 10 years of hindsight and about 6 years of working as a direct response copywriter, let me highlight a few of the mistakes I made with this first project:

1. Name. I went with Salary Negotiation Blueprint just because every other info product at the time was “something something blueprint.”

But what exactly was the promise in my name? That with my blueprint, you could… negotiate? Not very tempting.

2. “Affiliates will love it!” No, they won’t.

You can see public lists of what Clickbank affiliates love to promote, and salary negotiation guides are not it. This was a lesson I could have learned from the Boron Letters — sell to a starving crowd.

3. My market. What profile of person is going to buy an ebook on salary negotiation?

I can’t say, because I never managed to sell a single copy. But my guess is, these aren’t exactly players with money. More likely to be schlubs on a budget — much like me at the time.

6. The back end. What can you sell to somebody who bought a guide on salary negotiation? A course on networking over the water cooler? Or a guide on Slack tips and tricks, maybe? It feels like grasping at straws.

Ultimately, salary negotiation is a one-time need. Which is bad — because the profits come on the back end.

7. The price. I can’t remember the price. I think I started out at $37, and when I failed to make any sales there, I moved it down to $17, where I continued to fail to make sales.

But whether at $37 or at $17, my price was completely disconnected to the value of my offer. There was zero thought or strategy to it.

So there you go. Maybe you can learn a bit about direct marketing from my mistakes above. Or maybe you knew all this simple stuff before.

Either way, you’re in a good place.

Because there are mountains of people out there who don’t know even these basics of direct marketing and copywriting.

​​And not all these people are as clueless and unsuccessful as I was 10 years ago. Some of them have working businesses — even thriving businesses — in spite of awful, self-defeating marketing.

But you’ve probably heard this claim before.

I know I heard it for a long time. And all I could say is, “Well, where are all these mountains of business owners who could benefit from my growing marketing knowledge? I’m ready to help them out!”

The perverse truth is, they seem to pop up the most when you no longer need them.

A part of it is simply your level of skills. But a part of it is the exposure you give yourself.

In other words, you can shortcut the process somewhat, by giving yourself more exposure. Which brings me to my ongoing offer:

You can get a free copy of my Niche Expert Cold Emails training.

This training covers two cold email strategies that got me in touch with a couple of business owners, one with a working business, and the other with a thriving business.

All in all, these cold emails led to $16k worth of copywriting work. Not Mike Geary money, but an important step on my journey away from office dronedom. And I’m sure I could have gotten more work from these emails, had I just used them more consistently.

The training is yours free right now, as part of a promotion I’m trying out. For the full details, take a look here:

https://bejakovic.com/free-offer-niche-expert-cold-emails/

The most tastless and offensive Christmas song ever?

by

“I’m not singing that line. I’ll sing anything, but I’m not singing that line.”

“You have to. That’s the line I saved for you. That’s the one that’s going to make them hurt the most.”

Here’s a potentially offputting and offensive Christmas eve story:

Some 37 years ago, on November 25 1984, dozens of British and Irish pop stars gathered at 10 Basing Street in London.

The event was Band Aid:

An attempt to record a hit song in just one day and get it to the top of the charts before Christmas. All proceeds were to help relieve the crisis in Ethiopia, where drought had put 7 million people at risk of a slow and miserable death.

Against all odds, Band Aid turned out to be a success.

The song, “Do They Know It’s Christmas,” became the fastest- and biggest-selling single in UK history. It raised some some $25 million outright. It also spawned later efforts like Live Aid and USA for Africa, which raised hundreds of millions of dollars more.

In spite of all this, “Do They Know It’s Christmas” has had many critics over the years.

People hate the song for different reasons, but one strain can be summed up by the disgust at the line that fell to Bono of U2 to sing.

Bono initially refused to sing the line.

But Bob Geldof, the organizer of Band Aid and a personal friend of Bono’s, was too persuasive and won out in the end.

And so at the end of the first verse of “Do They Know It’s Christmas”… after contrasting the world of British plenty to the world of dread and fear in Ethopia, Bono belts out:

“Well tonight thank God it’s them instead of you”

Was this necessary? Would the song have worked as well without it?

We won’t ever know. But going by how much controversy, attention, and outrage this one line has caused over the years… it’s possible it tipped the scales of guilt and shame needed to stir action.

So that’s the rather harsh and out-of-season message I have for you tonight.

You might feel reluctant to offend, to say something that people might find provocative, shocking, or tasteless. You might put it off and say, “It’s not the right moment now. I’ll do it after the holidays… in the New Year… once corona passes… when the Cleveland Indians win the World Series.”

Sooner or later though, this attitude means you will miss an opportunity to make a real difference.

So Merry Christmas. And let me sum up my message with a few words by the original Grinch of direct marketing, Dan Kennedy:

“There is never any need to be or behave like a prick in order to be successful, but you must be okay with some, possibly many, people thinking of you as an insufferable prick.”

And on that note, I’d like to advertise my email newsletter. It’s been praised by many people in the direct response industry… and it’s been ignored by others. If you’d like to check it out, you can sign up here.