Proof

One big proof element

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I read a story this morning about Tim Meeks, the inventor of the harpejji.

The harpejji is a new instrument, one of only a few new instruments invented in 21st century to actually take off. It’s a combination of a piano and an electric guitar. It sells for $6,399 a piece, and Meeks sold more than $1 million worth of them last year.

That’s where we are today. Here’s how we got to where we are:

Meeks invented the harpejji in 2007. He made videos of himself playing the thing. He showed it off at music festivals. He had a few other harpejji enthusiasts play it and hype it up for him.

Sales. Were. Meager.

And then one day, Meeks was at a trade show in Anaheim, CA. Somebody tapped him on the shoulder.

“Hey, can you teach me how to play this thing?”

Meeks stared for a moment and then snapped out of his trance. “Sure,” he said. “Sure! Of course! I’d love to!”

It was Stevie Wonder who was asking.

Stevie Wonder loved the harpejji. He bought one immediately. He has since performed a bunch with it in public.

And here we are today. Point being:

One big proof element can be worth 100 small or middle-sized proof elements.

In fact, entire sales promotions, and even entire businesses, have been built on the back of one big proof element.

So if you’re smart, you will work to get yourself such a big proof element, or maybe even to bake it in to your offer when you create it.

But on to business. I have my Most Valuable Email course to sell. And odds are, you haven’t bought it yet, because only about 5.1% of my list has bought to date.

I’ve shared lots of proof elements for MVE so far:

My own results, tangible successes, and intangible benefits resulting from applying the MVE trick…

The reason why of the thing, which I hint at publicly and explain in detail inside the course…

The testimonials and endorsements and even money-making case studies from many satisfied customers.

The fact is though, none of this qualifies as the One Big Proof Element.

So let me tell you that feared negotiating coach Jim Camp used the Most Valuable Email trick on the very first page of his legendary book Start With No.

This book has formed and influenced other influential people, like email marketer Sen Settle… business coach Travis Sago… and FBI negotiator Chris Voss.

Did all these influential folks find Start With No influential because of the ideas inside?

Yes, but — the presentation was also immensely important. In fact, in the case of somebody like Camp, the presentation and the ideas were really an indistinguishable blend.

If you’re a Jim Camp fan, it will be obvious to you how Camp is using the MVE trick in Start With No once you know what this trick is.

And whether or not are a Camp fan, if you would like to have similar influence on your readers, particularly the influential ones among them, then Most Valuable Email might be your ticket. Here’s where to buy it:

https://bejakovic.com/mve

Valuable but quite elitist business practices

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Last week, I got a notification telling me about a new subscriber to this newsletter.

​​A familiar name. A familiar email address. A guy named Ian, who is a good friend of a good friend of mine, named Sam.

I guess Sam and Ian were hanging out in real life. My email newsletter came up somehow. And Ian, who is a social worker and has nothing to do with the shady but fraternal underworld that is the direct marketing industry, decided to sign up.

Then yesterday, Sam, who also reads these emails, forwarded me a text message thread between him and Ian:

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Ian: I don’t have $100. What is the Most Valuable Email Trick?

Sam: If you get it for free will it be as valuable?

Ian: Hmmm that’s right. Most valuable to whom? Maybe to John as he is pocketing the $100.

Sam: Quite elitist to charge for this knowledge

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I agree. And here’s another quite elitist practice:

I recently started, or rather restarted, a valuable daily habit. I call it “between the lines.” It goes like this:

1. Look at all the emails I get from readers and customers over the past 24 hours.

2. Paste them into a Google Doc.

3. Go through and ask myself, “What is really going on here? What’s really behind these words this person wrote me?” Then write down the answer in a comment on the side.

I’ve been doing this for a few weeks now.

Lots of interesting stuff pops up.

Other times, I’m just reminded of what is truly fundamental — simple stuff you can’t do without, and vice versa, simple stuff you can build an entire business around.

For example, one “between the lines” comment that I keep writing over and over in my Google Doc is that people really buy because of 1) curiosity and 2) trust.

I guess you can make sales just by doing one of trust or curiosity, by amping up the other. But if you increase both, results multiply.

And so all your marketing, at least all of your email marketing, should really be oriented to building up trust. Or curiosity. Or ideally, both.

Of course, you still have to sell something that people can somehow justify to themselves.

I doubt I will ever sell my Most Valuable Email to Ian and frankly I wouldn’t want to. I’m not sure how he would profit from it aside from satisfying his curiosity.

But perhaps you are a marketer or copywriter. Perhaps you want to write emails like this one, or LinkedIn posts, or whatever. In that case, perhaps I’ve gotten you a bit curious about my MVE trick, and built up trust via these daily emails to make you want to buy.

Yes, if you buy, it will be valuable to me. But it can also be valuable to you, and much more than the $100 you will put into my pocket.

If you want to see what the Most Valuable Trick is all about:

https://bejakovic.com/mve

Conservative Professor X’s secret to getting money from strangers

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I read an article recently about controversial Hillsdale College.

I no longer live in the U.S., and I avoid places online that talk about culture wars, so I’d never heard of Hillsdale before.

It appears to be a kind of Charles Xavier’s School for Gifted Youngsters, except “gifted” in this case means conservative-leaning, Christian, and proudly American.

Even though Hillsdale was founded in 1844, its influence has expanded dramatically over the past 20 years. Just one example:

Ron DeSantis, Florida governor and the non-Trump face of the Republican Party, said he would not hire somebody from his own alma mater, Yale, but would hire somebody from Hillsdale.

Hillsdale is not the only conservative-leaning college in the U.S. There are dozens or maybe hundreds of others.

So why did Hillsdale become it, rather than any of the other places?

The article I read says it was all down to the guidance of Professor X himself — real name, Larry Arnn, the President of Hillsdale College. It’s Arnn’s vision and his tactics and his strategies that have made Hillsdale the new conservative cultural beacon.

It took different measures to get there. But money of course was important.

During Arnn’s tenure, annual contributions to Hillsdale have increased sevenfold, including from many people who never went to Hillsdale. ​​And it’s on this topic that Professor X revealed his secret for getting money from strangers:

“You don’t get money by asking for it. You get money by showing them what you do.”

Perhaps you say that’s obvious. And I’m sure the deans of all those other conservative-leaning colleges, which were left behind in the dust by Hillsdale, think it’s obvious also.

Anyways, the topic of my email today ties in intimately to the topic of my Most Valuable Email course.

If you have gone through MVE, the connection will be obvious. It might be obvious even if you have not gone through MVE.

But if want to make sure, or simply would like to hear me explain in more detail how I write Most Valuable Emails and show you how you too can write this type of email yourself, then you can find my “pull back the curtain” offer below:

https://bejakovic.com/mve

“Experts are scoffing”: How to manufacture proof out of thin air

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This past January, I kicked off the Insights & More Book Club. Every two months, we read a book specifically because it’s likely to be insightful and offer a change of perspective.

After I announced ⬛⬛⬛⬛⬛⬛ ⬛⬛ ⬛⬛⬛ ⬛⬛⬛⬛⬛⬛, the first book club book, Insights & More member Folarin Madehin wrote me to say:

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I don’t know if you know about this already, but here’s one relevant thing that came to mind… I think will interest you (certainly fascinated me):

The mass community response to the archeology community response to the Netflix show Ancient Apocalypse.

Here’s an article that reps the archeologists’ side. [link to an article on Artnet]

Here’s a twitter thread that reps the “masses” side. [link to a thread by the show’s producer]

Basically–the ‘experts’ say “thing wrong!” … and the ‘masses’ say “experts say thing wrong? Proves thing right!” … and of course–the show producer does a great job aligning himself with the masses and using this to his marketing advantage.

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So there you go. That’s how to manufacture proof out of thin air. “If they’re trying to suppress it, it must be valuable, and it must be true, regardless of what it is.”

Tonight, as this email goes out, I and the other members of the Insights & More Book Club will have our bimonthly book club call, to discuss the second book we’ve been reading, ⬛⬛⬛ ⬛⬛⬛⬛⬛⬛ ⬛⬛⬛⬛ ⬛⬛ ⬛⬛⬛⬛⬛⬛⬛, and to just have an exchange of ideas and questions in a kind of easy and low-pressure mastermind.

After tonight, we will get going with the next Insights & More book. For reasons of proof and intrigue, I won’t publicly reveal the title of that book, but I will tell you it maps to ⬛⬛⬛⬛⬛⬛⬛⬛⬛⬛⬛.

I only open up the Insights & More Book Club to new members every two months, as we are starting a new book.

I figure it doesn’t make sense to have somebody join mid way, when they won’t have time to actually read the book.

Right now, and for the next four days, as we are starting a new book, the doors to the Insights & More Book Club are slightly ajar.

If you’d like to join, you will have to be on my email list first.

Expert marketers and copywriters scoff and say my list is all fake. But maybe you can make up your own mind. To try it out, click here and fill out the form that appears.

Sexy firefighters running around for nobody’s entertainment

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It’s 8:45am as I start writing this email. Right now, off my balcony, I can see a tremendous show.

I live next door to a fire station, and the firemen are doing a public demonstration on the street in front of the station.

​​They are dressed up in their sexiest firefighting suits and they are running around two smashed up cars, one of which is burned to a crisp. The cars were placed there earlier in the morning, inside of a fenced-in area, so the firemen could show how they cut a car open and rescue somebody inside.

Like I say, it’s a tremendous show. Spectacular. My 6-year-old self would have given up a year of eating KitKats in order to see it.

And yet, as I watch this show off my balcony, there’s a total audience of about a dozen adults gathered on the street.

I mean, it’s 8:45am. People are either at home or on their way to work or stuck in the prison of school. Besides, it’s not a busy street. And as far as I know, this demonstration was not advertised anywhere — again, I live right next door.

You’ve probably heard the words of the godfather of modern advertising, Claude Hopkins. Hopkins said, “No argument in the world can ever compare with one dramatic demonstration.”

True, but:

The most famous example of a dramatic demonstration was Elisha Otis. Otis changed the landscape of American cities when he demonstrated his crash-proof elevator — to the masses milling about the New York Crystal Palace Exposition, which attracted 1.1 million visitors.

When Claude Hopkins himself created the world’s largest cake to promote Cotosuet, a kind of early margarine, he made a deal with a giant new department store which had just opened in Chicago.

​​The cake would go smack dab in the middle of the grocery department on the fifth floor. ​​Hopkins then ran big ads in all the Chicago newspapers to advertise the fact.

​​Over the course of a week, 105,000 people climbed the four flights of stairs to see that cake.

And when master showman Harry Houdini did his straitjacket escapes, while hanging upside 150 feet in the air, with only his feet tied to a pulley on the roof of some building, he made sure to hang off the building of the town’s main newspaper, guaranteeing a front page story the day before his show. Houdini did all these public escapes at exactly 12 noon, when lunchtime crowds could assemble.

Point being, as Gary Halbert might put it:

Advertise your advertising.

But maybe you say, “Yeah yeah but how? How exactly do I advertise my advertising?”

I gave you three examples right above. If that ain’t enough, here’s a fourth:

The waiting list for my future group coaching program on email copywriting. The waiting list serves as a waiting list, for sure. But it also serves as advertising for the actual advertising I will do when I do make that group coaching available. Very meta.

If you are interested in writing emails that people actually like reading and that they actually buy from, then you might be a good fit for my future group coaching. Or you might not. ​​In case you’d like to find out more about it, the first step is to get on my daily email list. Click here to do that.

An “eery dejà vu feeling” from my Fight Club email last night

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Last night, I sent out an email about going to see Fight Club at a local movie theater. To which I got the following reply from copywritress Liza Schermann, who has been living the “barefoot writer” life in sunny Edinburgh, Scotland. Liza wrote:

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Seeing this email in my inbox provoked an eery dejà vu feeling. I had just gone over the part of Insight Exposed where you have a screenshot of this note from your journal. For a split second, I had no idea where I’d seen this before. Then I remembered.

Like an open kitchen restaurant, only for email. The email that was getting cooked right before my eyes a few minutes ago is now served. Thank you, Chef Bejakovic! 👨‍🍳

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I remember hearing marketer and copywriter Dan Kennedy say once that you shouldn’t ever let clients see you writing copy, because it’s not impressive work and it spoils the mystique.

That might be good advice, but I definitely don’t heed it Insight Exposed, my new training about how I take notes and keep journals.

Like Liza says, Insight Exposed is like an open kitchen. I smile from beneath my chef’s hat, I explain the provenance of a few recent emails, and I show you the various animal bits and pieces from which the email sausage was made.

Let me be clear:

Insight Exposed is not a copywriting training. But it shows you something that may be more important and valuable than copywriting technique. It shows you how I go from a bit of information I spotted somewhere and expand it into something that makes people buy, remember, share, and maybe even change their own minds.

I am only making Insight Exposed available to people who are signed up to my email list. In case you are interested in Insight Exposed, you can sign up for my list here.

Do your customers really want a relationship with you?

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I talked about the legendary copywriter Gary Bencivenga yesterday.

​​Gary wrote sales letters that brought in millions of dollars for big publishing companies. He rarely if ever lost a split-run test, even when competing against the highest level, against other top-of-the-pile copywriters.

​​I’ve been going through Gary’s farewell seminar for the fourth time. I’m finding all kinds of nuggets of gold that I had missed before.

For example:
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At one point during his farewell seminar, Gary mentions in a slightly exasperated tone the idea of “relationship marketing.” And he says:

“I buy an aspirin because I have a headache, not because I want a relationship with my druggist.”

Maybe you’re ready to pick this statement apart. And I’m sure you can. I’m sure you can do a good job proving that Gary’s statement isn’t true, not most of the time, not with all people, and that it doesn’t apply to your particular situation or to the way the whole market has changed since Gary was in his heyday.

That’s fine.

​​I don’t have a dog or a cat in this fight. I’m just here to share Gary’s idea with you, and maybe give you something new to think about.​​

But if you think a bit, and realize that maybe your customers aren’t primarily interested in buying from you because you are you, because they want to imagine you’re their friend and they like your sense of humor and they feel good about obeying your commands, then what are you left with?

Well, you can always talk about your offer.

​​Or about your customers’ problems.

​​Or about convincing proof that your offer will solve your customers’ problems.

Or simply about your customer’s deep hidden desires, about his identity, and how your offer naturally reinforces that. ​​

If this is what you want to do, and you want to do it well, then you can learn to do it with my Copy Riddles program.

It teaches you to write copy by showing you how A-list copywriters have done it, starting with a dry source text, and ending with a sexy and sparkling sales letter that netted millions or tens of millions of dollars. Often, without the slightest shred of personality or relationship.

And yes, among the A-list copywriters that Copy Riddles looks at is Gary Bencivenga himself. ​​If you’d like to find out more, take a look at the page below:

https://bejakovic.com/cr

Don’t write emails like this

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Do you start your emails with a question?

Do you try to identify with your reader, or get him to identify with you, by waffling on about his life, or worse, about the type of person you think he is?

Do you guess at your reader’s problems, but because you’re not really sure what those are, do you frame your guesses as questions to buy yourself some wiggle room?

If you’re anything like the several people I know who write vague and fluffy email copy that fails to draw readers in, it may be because you’re not saying anything hard and clear at the start of your email, and instead you engage in watery attempts at empathy.

Ok enough of that. Everything I’ve just done in the four sentences above — don’t do it. Especially at the start of your email.

Last night, I sat down and finally finished a batch of email copy critiques that had been lingering on my todo list.

There were lots of good ideas in each email.

But there was one recurring problem I saw. Maybe it was my fault, because I’ve been encouraging people to write about “symptoms” their audience is experiencing.

What I got instead was a cloud of throat clearing at the start, disguised as empathy copy.

The fact is, writing is not talking.

People will forgive a lot of when they look you in the face and hear your voice.

They will not forgive nearly as much when they are sitting alone on their couch with their phone in hand, with the TV on in front of them, with the next-door neighbor’s dog barking, with their own stomach growling. They won’t forgive:

– Abstraction that really doesn’t say much
– Aimless repetition
– A 2-3 min period to “warm up”
– Groping in the dark in the hope of finding something to say
– “Vibing”

Don’t do any of that. Especially at the start of your email.

Instead, say something hard and clear.

If you want examples of what hard and clear looks like, look inside my 10 Commandments book. Not among any of the actual A-list commandments. But in the way I start each chapter, which is really just an expanded email. As a reader named Tom wrote me:

I’ve been reading a lot of books around copywriting; but as a jumping off point, 10 Commandments was the best I’ve read so far.. So many good pointers on techniques to use and people to pay attention to.

But on a deeper level, your writing is exceptional. The first two books I started on were by Olgivy and Makepeace, but I was looking for something to bridge the gap in to the current era, as I couldn’t imagine myself ever actually engaging with their copy as a prospect.

I really appreciated how up-front, engaging, but still subtly very technical your style is. I’m planning to try to reverse engineer exactly what do, because I couldn’t put 10 Commandments down, and by the time your dropped the first CTA, there was no choice.

So…

Would you like to stop fluffing around? Are you sometimes stumped for a non-vague way to start your emails? Do you—

Ok, enough, once again.

For examples of hard and clear ways to start your message:

https://bejakovic.com/10commandments

Free info on free reports

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Copy Riddles member Andrew Townley takes advantage of the Copy Oracle privilege to ask:

I was listening to a Dan Kennedy program today that got me thinking about all those direct mail “free reports.” I was wondering if you had a source of any guidance on how to build one. I remember Parris describing the process somewhere on a podcast or something, but I can’t find it now.

The background, as you might know, is this:

A-list copywriters like Dan Kennedy and Parris Lampropoulos are experts at selling newsletters. Newsletters are a direct marketing staple because they are great for the publisher. Money comes in like clockwork, on your own schedule, without any added selling of your vague and broad and cheap-to-produce subscription offer.

For those same reasons, newsletters are a suspect deal for the subscriber. Many potential subscribers instinctively feel repulsed at the thought of paying good money, every month, for a “cat in the bag” piece of content, whether they are eager to consume it or not.

Enter free reports. Free reports are one effective strategy that guys like Dan and Parris use to overcome the resistance of skeptical newsletter buyers. The recipe is simple:

1. Go through your past content (newsletter or really anything else)
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2. Find the sexiest stuff. It can either be a single bit of info, or a small number of related items you bundle together.

​3. Put that sexy stuff in its own little package.

​4. Give that package a sexy and mysterious new name.

​5. Repeat as many times as your stamina will allow. I believe one Boardroom promo offered 99 free reports along with a newsletter subscription.

When you think about it, this is really just the same work that a copywriter would do normally. Look at what he has to sell… figure out the sexiest parts of that… highlight it in the sales material, and of course, make it sound as sexy and as mysterious as possible.

And now for the pitch that probably won’t convince you:

I write a daily email newsletter about copywriting, marketing, and persuasion.

But like I said, that probably won’t convince you to sign up.

So let me take my own advice, and offer you a free report when you sign up:

“Become a Repositioning Specialist”

This report shows you how to start a profitable repositioning business, with your own home as headquarters. In case, you want this report, follow these steps:

  1. Click here and sign up to my free daily email newsletter
  2. When you get my welcome email, hit reply and tell me you want the free report

The secret reason I still stick with copywriting after all these years

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Here’s a confession:

I’m not in this field because of the money or supposed freedom that copywriting brings.

Sure, that’s why I got into it in the first place. And I guess if I didn’t make any money, or if the work conditions sucked, I might move on to something else.

But the real thing that keeps me going in copywriting, that sucks me in and fascinates me, is learning more about myself and about other people.

Because it turns out that direct response marketing is an incredible lens to allow you to see inside people’s psyches, and what they really respond to.

Case in point:

Joe Sugarman of BluBlockers fame once told a story about his cousin, who was a psychiatrist. The cousin was hired by the San Diego Chargers, an American football team.

The Chargers wanted to find out what separated football superstars from the rank-and-file of all the others players. After some MK-Ultra type research, Joe’s cousin figured out there were two personality types who became superstars. They were either:

A. Egomaniacs

or

B. Deeply religious

“And when you really think about it,” Joe said, “what did they have in common? A very strong belief in either themselves or in a higher power.”

I’m not here to tell you to believe in yourself, or in a higher power.

I’m just here to point out am important fact in case you ever want to sell something:

If the thing that sets superstars apart is that they believe, either in themselves or in God, then what does that say about everybody else? What does it say about the 99.9% of people in any field who are not superstars?

They don’t believe. Or at least they don’t have anything focused to believe in.

And mercenary thought it might sound, smart marketers have been taking advantage of this lack of belief to sell trillions of dollars worth of stuff.

Because smart marketers give prospects something to believe in. An external thing… and yet, a thing that doesn’t require religious feeling or faith in the supernatural.

That thing is called the mechanism.

The mechanism is usually described as “how the solution works.” And it is that. But it’s really much more. It’s hope and belief in something outside yourself.

Of course, after a century-plus of creative mechanisms — cold showers and hyperventilation, buttered coffee, adaptogenic mushrooms — you can’t just hold up a bag of rocks and say, “Here, believe in this.”

You gotta come up with a mechanism that threads the thin line between exciting and exotic and believable and achievable.

I got a mechanism for you. It’s called “The John Bejakovic Letter” and it’s been called the most insightful newsletter about copywriting, marketing, and influence. In case you’d like to sign up for it, click here and follow the instructions.