Learning

Kitten doesn’t blink, scientists not surprised

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Imagine the following:

Two scientists and a kitten. The scientists are wearing white lab coats. The kitten is not.

One of the scientists holds the kitten tight.

The other scientist asks, “You ready?”

The first scientist nods.

Scientist two takes a big swing and rushes his large man-hand towards the kitten’s face. He stops right before hitting the kitten.

The kitten doesn’t even blink.

The scientist stares hard at the kitten, then picks up a clipboard, and notes down the results. “Just as we thought,” he says.

The annals of science are filled with strange experiments designed to answer strange questions. Perhaps none is more strange than an experiment performed in 1963, by two cognitive scientists at MIT.

The experimenters took a bunch of newborn kittens. Put them in pairs. Kept them in total darkness. Only occasionally exposed them to light, under very specific conditions.

When it was time for the light, the scientists put a box around the kittens’ heads. This was so the beasts couldn’t see their paws.

One kitten, kitten A, then got to walk around freely.

The other kitten, kitten P, couldn’t control where it was walking. But thanks to a clever mechanism designed by these MIT scientists, kitten P was moved around the floor in a little basket in exactly the same way as kitten A was moving.

Result?

After 21 sessions of this bizarre treatment, all A kittens learned to control their paws properly, and to judge depth properly.

All P kittens on the other hand — well, you can guess. Bring a P kitten to the edge of a table, and the poor thing didn’t know to stretch its little kitten paws out. Take a swing at a little P kitten’s face, and it didn’t even know to blink.

The P kittens were Passive. The A kittens were Active.

The P kittens ended up Pathetic. The A kittens ended up Athletic.

There may be something in there that applies to humans also.

Read, study, observe what others are doing — you may learn something. Or you may not.

Practice, do, apply it yourself — and you are guaranteed to develop.

The choice is yours.

​​For specific opportunities to apply, go here:

https://bejakovic.com/mve

We’re in the fiction business

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I was surprised—

Yesterday I polled readers as to what books they are reading right now.

The responses came flooding in. Lots of business books. Lots of marketing books. Lots of self-help books.

What surprised me is that out of the several dozen responses I got, fewer than five came from people who said they are reading fiction.

A few days ago, I mentioned how I’ve watched lots of Dan Kennedy seminars about marketing and copywriting, and how Dan will often poll the room about who reads fiction.

​​A few hands go up, most stay down.

“You gotta read fiction,” says Dan. “Many people make the mistake of thinking we’re in the non-fiction business. Big mistake. We’re in the fiction business.”

So read fiction. Even better, write fiction. Dan did it – a mystery novel. John Carlton did it, too — sci-fi. I guess even Gary Halbert did it, maybe romance.

You don’t have to write a novel or even a short story. An email can be it.

​​I’ve done it before in this newsletter. Sometimes I was serious about it. Lots of times it was a parody. In every case, it was valuable.

​​To read the adventures of Bond Jebakovic, secret agent, go here:

https://bejakovic.com/once-upon-a-time/

A tip for deeper concentration and faster learning

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I’ve watched maybe a dozen presentations or seminars by marketing great Dan Kennedy. Dan will often poll the room.

“How many of you read fiction?”

People raise their hands and stare at Dan. “You’d be better off looking around the room at what other people are doing,” Dan will often say.

I took Dan’s lesson to heart.

At the copywriting conference I attended a couple weeks ago, I made a point to look around the room repeatedly, throughout each presenter’s talk. How was the audience reacting? I learned some valuable things. Plus it helped me stay focused.

Other times, when speakers were speaking, I took notes. But not of the “how to” information the speakers were sharing. Instead, I took notes of the claims they were making, the language they were using.

“I’m not looking for clients… I’m looking for success stories.”

There were some hot seats during the conference as well. Trevor “Toe Cracker” Crook picked a copywriter at random out of the audience.

This copywriter didn’t really have a clear problem to solve, but there she was in the hot seat. For the next 15 minutes, seven high-powered, highly paid success coaches went around in circles, trying to identify and then solve a problem that didn’t really exist.

During this time, much of the audience slumped to sleep. I managed to stay awake, and not just because of the three coffees I’d had in the previous two hours. I was taking notes again, of the language the hot seat sitter was herself using:

“I guess I just want confirmation. I want somebody to tell me, ‘Your work is great. You should get paid more. You should work less.'”

That could go directly into a sales letter. And besides, it helped me stay focused, awake, interested in the actual experience of sitting in a chair and listening for hours.

This is something I learned once in a book called The Inner Game of Tennis, by a guy named Tim Gallwey.

I long had prejudices against this book, because I assumed it was all about mindset. “You’re good enough, you’re smart enough, and doggone it, you deserve to win tennis matches!”

But that’s not what this book is about at all. I was so pleasantly surprised as I read it. It’s full of practical tips, like the following:

“The most effective way to deepen concentration is to focus on something subtle, not easily perceived.”

The usual tennis coaching advice, if you’ve ever tried playing the stupid sport, is to “watch the ball.”

Most people manage to stick to that behavior for a few seconds, then their eyes wander. That’s why it takes people months or even years before they can reliably hit a tennis ball over the net and into the court.

Gallwey didn’t tell his students to watch the ball. He told them to keep their eye on the spin of the seams on the tennis ball. That’s how he managed to teach people to play serviceable tennis in 30 minutes or less.

And that’s what I was trying to do at that conference also. I wasn’t paying attention. I was focusing on specific, subtle, easy-to-miss things. The reactions of the audience. Repeated words or phrases by the speaker. Sales letter fodder from the hot seat sitter, rather than overt problems.

If you’re looking for deeper concentration, or help with learning anything, maybe this tip can help you also.

And if you want more learning and performance tips, Gallwey’s book has ’em.

Like I said, I was so pleasantly surprised by this book. If you haven’t read it yet, my experience is that it’s worth a read. And it’s worth keeping an eye out for every time Gallway uses the word “rhythm.” Get your copy here:

https://bejakovic.com/inner-game

The fastest, but certainly not the newest, way to cash

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Day 3 of the copywriting conference.

​​You can’t make an omelette without cracking two to three eggs, and you can’t go to a copywriting conference without getting your brain scrambled with hundreds of different ideas, stories, pitches, open loops that never get closed, jokes, not-jokes, cliches, and important takeaways.

Let me pull it together for a moment and tell you about the fastest way to cash. It’s not the newest way to cash. In fact it’s not new at all. I’m sure you’ve heard about it. But maybe you need a reminder.

Yesterday, one of the speakers, Adam Urbanski, said the fastest path to cash, in his experience, is to sell what you know.

The day before, Barry Randall, who I wrote about in my email yesterday, said something similar.

Barry said that what he does is, learn something, keep it simple, and then sell it. On the other hand, what most other people do is learn something, complicate it, and then get stuck.

I’m not sure those are Barry’s exact words. In spite of 51 pages of notes so far, I didn’t write that bit down. I’ll have to seek him out today and confirm it.

Meanwhile, I have a deal for you:

Sign up to my email newsletter.

When you get my welcome email, hit reply and tell me what you have learned that you can sell. I genuinely want to know.

In return, I will reply to you and tell you a practical tip to make your presentation better if you ever do sell that knowledge you have in your head.

This tip is something that popped up in my head yesterday during Adam Urbanski’s presentation.

Adam’s presentation was excellent and very effective. But I believe with a small tweak it could be even more effective.

​​I won’t seek out Adam today and tell him that — nobody wants an unsolicited critique. But if you like, hit reply, tell me what you have learned that you can sell, and I will tell you what I have in mind.

Why I would write daily emails even if they made zero money

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I just sent some feedback to one of my one-on-one coaching students about his email copy.

The core of his email is good. But parts of it are flowery, too clever, confusing.

​​So I told him to make the email simpler and clearer, more direct and less clever. And I rewrote parts of his copy to show him exactly what I mean.

I then sat down to write my own email.

​​I also have a tendency to get clever and confusing. The advice I gave my coaching student applies to me also. So I’m writing this email right now with this exact goal in mind, to make my copy simple and clear.

One of the big benefit of coaching others is to see consistent problems and mistakes across multiple people. This forces you to figure out what the underlying problem is, and what the fix might be. Odds are, these insights will apply to you as well, at least if you also do what you coach others to do.

The bigger picture is the benefit of teaching.

H​​elping others learn makes you better also.

I have changed and become much, much better at persuasion, marketing, and copywriting via writing daily emails about those topics for close to five years.

​​I’ve been forced to seek out interesting and valuable new ideas. I’ve been forced to understand them better, to connect them to other ideas. I remember all these ideas much better, and I sometimes I even remember to use them, by writing about them over and over and trying to present them clearly.

All that’s to say:

There’s great value in teaching what you’ve learned, way beyond the money you make and beyond any positive feedback you might get.

​​A daily email newsletter just happens to be an easy and natural format to do it in.

If you’re interested in learning more about persuasion, marketing, and copywriting, you can sign up to my daily newsletter here. I occasionally sell my courses and coaching through my newsletter. But I would write it even if I never sold anything.

Clicks of the dial

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Another day, another Airbnb.

​​Today I am in Warsaw, Poland because it was one of the few places in central Europe that won’t be raining for the next five days. And five days is how much time I have until I go to Gdansk for my first-ever live event to do with marketing and copywriting.

This morning, I woke up, carefully stepped down the circular staircase from the second floor of the apartment to the ground floor, located the inevitable Nespresso machine, popped in a capsule, and made myself a coffee.

And you see where this is going, don’t you?

If you have anything to do with marketing, you should. It’s a basic topic, so basic that I in fact wrote about it in the first month of this newsletter, back in September 2018.

The same marketing model is shared by Nespresso, by King Gillette’s safety razors-and-blades empire, and by info publishers like Agora and Ben Settle. They all promise you almost-irresistible sign-up premiums in order to get you paying for a continuity offer.

You almost certainly know this. Many people have talked about the same. It’s obvious. I won’t belabor the point.

Yesterday, I promised to tell the bigger point behind such models — models which might seem obvious, when somebody else points them out to you.

There’s a document floating around the Internet, legendary marketer Gary Halbert’s “Clicks of the Dial.”

It’s a collection of Gary’s “Most Treasured ‘First-Choice’ Marketing Tactics.”

I read this document once. I even shared a link to it in this newsletter last year.

But I never really got much out of Gary’s “Clicks of the Dial” list. I doubt the hundreds or thousands of my readers who downloaded Gary’s “Clicks of the Dial” got much out of it either.

That’s because there’s a big difference between, on the one hand, reading, nodding your head, and saying “hmm good idea”… and, on the other hand, observing, thinking a bit, and writing down your own conclusions.

So my point to you today is to open a new text file on your hard drive. Title it “Clicks of the Dial.” Break it up into three columns to start.

Name one column “traffic.” Name the second “conversion.” Name the third “consumption.”

And then, each time you go for a coffee, or a bagel, or a haircut, observe an obvious business or marketing practice you’re exposed to. Odds are, it’s been proven in hundreds or thousands of different situations. “Chunk up” that practice to make a model out of it. And write it down in your list in the appropriate column.

Gary Halbert’s entire “Clicks of the Dial” list was something like 20 items.

In other words, it won’t take you long to fill up your own “Clicks of the Dial” document to full.

​​Very soon, you can have a list of core business and marketing strategies, that you can cycle through, and solve pretty much any marketing problem by clicking the dial.

​​And since you put this list together yourself, based on your own experiences, it will actually mean something to you. Eventually, you might even appear to others to be a marketing jeenius like Gary himself.

As for me, it’s time to go get a brownie. I have a long list of food recommendations for what to eat in Warsaw, but only a limited amount of time and stomach space to do so.

Meanwhile, if you have no more interest in reading anything from me, because you’ve determined to learn all of marketing and copywriting by observation and thinking, there is nothing more I can tell you, except farewell and good luck. On the other hand, if you do want to hear from me every day, with more ideas and occasional inspiration, you can sign up for my daily email newsletter here.

Work on your business and not on delegating, systems, or automation

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Two nights ago I finally finished the 40-page pamphlet I’d been reading for three months, titled Leading With Your Head. It’s about the use of misdirection in magic. It ends with this:

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Tape your performances in front of an audience (either audio or video). Sit down and take notes. What works best for the audience? What doesn’t work (that you thought would)? Is there dead time you can eliminate? What needs to be improved? Keep the material that works, and concentrate on improving the weaknesses. Don’t fix what isn’t broken. It’s simply an excuse to avoid addressing more serious problems. Rehearse your improvements, then repeat the whole process again.

===

It’s popular advice to say, work on your business, not in it.

The typical meaning of this is to delegate, build systems, automate the work. I’m sure that’s fine.

But there are ways of making a living — like my own — that are not about hiring and managing other people, not about scaling endlessly, and certainly not about automation. After all, what’s the sense in getting a magic-performing robot to go on stage and perform your magic show for you — if performing magic is what you like to do?

“Work on your business, not in it” is good advice. But in my personal case, I like the meaning above, the one from Leading With Your Head.

Plan and reflect, in addition to performing. It makes you better at what you like to do, and is in fact fun and enjoyable in itself, at least in my experience. And in my experience, it can be profitable too.

Last June 9th, I did an instance of this kind of working on my business. I opened up a text file on my computer and made a list, “10 things I’ve learned to do well over the past year.”

Item no. 2 on the list was “2. write [what I later came to call Most Valuable] emails.”

A couple weeks later, because of that small observation, I created a live training about Most Valuable Emails.

A month later, based on the surprising sales of the swipe file of Most Valuable Emails I offered at the end of the live training, I decided to create a standalone Most Valuable Email course.

I was hesitant — I figured anybody interested had already seen my presentation and wouldn’t buy. But again, I was surprised.

​​4.7% of my list bought the Most Valuable Email course during the launch. And interest hasn’t dropped off since, but has in fact gone up.

​​To date, 5.3% of my list has bought Most Valuable Email, though my list has grown by over 41% since last September, when I first launched the MVE course.

Great, right? — when you look at it from the perspective of how a typical info product sells. 2% or 3% of a qualified list is considered good.

But on the other hand, it also means 94.7% of my list has not yet bought Most Valuable Email.

​​Perhaps this includes you too.

There are many legit reasons why you might not want to buy Most Valuable Email. I list some of them right in the deck copy of the sales page.

On the other hand, there are also several legit reasons why you might want to buy Most Valuable Email. I list those in the deck copy as well.

In case you’d like to read that, and see and decide for yourself whether Most Valuable Email could be most valuable for you too, take a look here:

https://bejakovic.com/mve

The case against reading books

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One of the first-ever emails I wrote for this newsletter, back in August 2018, was about magician Ricky Jay. Jay was widely considered one of the best sleight-of-hand artists in the world.

Why write about a magician in a marketing and copywriting newsletter?

My feeling is that magic, as practiced by top performers like Ricky Jay, is about controlling the audience’s attention, about painting mental pictures, about entertaining, about building curiosity, all the while guiding people to a tightly controlled desired outcome — the magician’s desired outcome.

​​With some small tweaks, that also sounds like the job of a copywriter, or more broadly, any persuader.

Back in August 2018, Ricky Jay was still alive. He died a few months later. He left behind an enormous collection of magic artifacts — posters, books, handbills, paintings, personal letters — from some of the most bizarre, mystical, and skilled magicians, jugglers, acrobats, learned animals, con men, and sideshow freaks of all time.

After Ricky Jay died, his collection was broken up into four parts. Just the first part, auctioned off in 2021, brought in $3.8 million.

Today, I came across a little video of Ricky Jay talking about the books in his collection. And he had this to say:

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There are probably more books written about magic than any other art form. Literally thousands and thousands of books. And I’ve collected thousands of books in my life about magic technique.

But I believe that the real key to learning is personally. It’s almost like the sensei master relationship in the martial arts. That the way you want to learn is by someone that you respect showing you something.

There’s a level of transmission and a level of appreciation that’s never completely attainable just through the written word.

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I agree. If you can find somebody you respect, and you can get them to agree to teach you personally, you will learn things, and at a level of depth that you could never learn otherwise.

So go find a  sensei. But—

What if you can’t find one?

Or worse, what if you find a sensei, and, in spite of your best pleading and cajoling and stubbornly hanging around, he just says no? What if he’s too busy, too cranky, too secretive?

In that case I suggest being your own sensei.

Because books are great. I’ve read two or three of them, so I know. But there’s a level of understanding that’s never completely attainable through the written word.

Anyways, that’s my entire message for you for today. Except, if you want some help becoming your own sensei, take a look at my Most Valuable Email course.

​​Yes, Most Valuable Email is a bit of a how-to guide to a specific technique of email copywriting. But more than that, it’s a framework, a magical one in my experience, for becoming your own sensei. More info here:

https://bejakovic.com/mve

Take “selling your own knowledge” off its pedestal

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Last Friday, while I was selling my Most Valuable Postcard #2, I got a message from a new buyer, Joseph Robertson. Joseph is a marketer and copywriter who, for more than a decade now, has also been publishing Extracted, a magazine for coffee fanatics.

Joseph’s message was very thoughtful. I am reprinting it in full below because it might be useful to a few people, especially to copywriters working with clients:

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Thanks for this opportunity. My first purchase from you. Impressive work.

Several realizations for me…

I’ve come to the point in my personal copywriting-as-career journey where I finally feel like I know myself and what I’m doing, to the point where I don’t feel moved to understand the secret… I’m not searching for a new way to do something, or a new answer, but rather looking for insightful perspectives to augment/enhance my own understanding and work.

And seeing your work has given me the odd realization that there is indeed great value in productizing one’s own understanding of fundamentals, if that presentation helps bring valuable new perspective/ideas to someone else.

I say odd because I think until this point I put “selling my own knowledge” on a pedestal, and just settled into good consistent client work (I haven’t needed a new client in a long time). But that client work has given me an enormous amount of context for developing my way of doing and understanding.

Before you announced this new offer, I’d been thinking deeply and incorporating a new understanding/perspective on structural tension. What you share here fits right in with that very well, naturally, but in a way and with a perspective I don’t think I’d come across on my own. Maybe in time (i’ve been finding the longer I let myself sit with an unknown or a question, the more MY interpretation of the understanding emerges, which is quite valuable).

Anyway. Just felt like I ought to share and express my thanks for your work.

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Here are my two added shekels:

If you’re a copywriter working with clients, but you don’t yet have your own email list, start one today.

If you have your own list but you haven’t sold anything to it, do like Joseph says above. Productize your own knowledge, and sell that to your list.

There’s little new under the sun. But if you present proven ideas in a way that manages to reach someone, that they resonate with, that they finally benefit from even if they might have heard the idea 1001 times before, then there’s real value in that.

And beyond the money:

I’ve personally found that whenever I sit down to put together a course or a training, I do so because I feel I know that subject fairly well. But by the end of the process, I realize how confused or shallow my previous understanding was, and how much cool stuff I figured out simply by forcing myself to put the course together.

All that’s to say, if you do package up and sell your own knowledge, the benefit can often be way beyond the actual money people might send you.

But of course, the money. Always the money. I gotta get back to work:

Today, I’m still promoting my coaching program on email marketing and copywriting. I include offer creation in that.

In fact, I previously called this coaching program Income at Will, because that’s the ultimate pleasure island that I want this coaching program to take people. But after I wrote an email a few weeks ago about taking out the poetry from what you’re doing, I decided to be more blunt and and simply call this “coaching on email marketing and copywriting.”

The goal of my coaching program is to help you sell more and more easily via email, and who knows, maybe even deepen your understanding of things you thought you knew well.

This coaching program is only right for two kinds of people:

1. Business owners who have an email list and want to use email to both build a relationship with their customers and to sell their products (or their productized knowledge)

2. Copywriters who manage a client’s email list, and who have a profit-share agreement for that work

If you fit into one of the two categories above and you’re interested in my coaching program, write me an email and say so. Also tell me who you are and what your current situation is, including which category above you fit into. We can then talk in more detail, and see if my coaching program might be a fit for you.

First-cousin marketing incest

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A little over 100 years ago, on June 2, 1919 to be specific, a rather shabby-looking man named Albert took the hand of a fairly unattractive woman named Elsa. They looked deeply into each other’s eyes, and after a few moments of nervous calculation, each of them said “ja.”

The shabby-looking man was Albert Einstein. The rather unattractive woman was Elsa Einstein, Albert’s first cousin and second wife.

Einstein wasn’t the only famously smart person to marry his first cousin. H.G. Wells, author of some 50 books and best known today as the “father of science fiction,” also married his first cousin, Isabel Mary Smith. So did Charles Darwin, who married his first cousin Emma Wedgwood in 1839.

What’s my point?

Marketer Dan Kennedy has this routine about “marketing incest.” Here’s how Dan puts it:

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Whatever business you’re in, whatever product, service, profession — what do you pay most attention to? Everybody else in that business. If you don’t read anything else, you read your trade journal. If you go to no other meeting once a year, you probably go to your convention. If you’re traveling to another city, you look at your category in the Yellow Pages. You pay attention to everybody else who’s in your business. It’s like being Amish.

What happens with this kind of thinking — it’s a “closed” kind of thinking. It works just like real incest. Everybody gets dumber and dumber and dumber until the whole thing just grinds to a halt, and they just stand there looking at each other and nothing happens.

You’ve got to pay attention outside your little Amish community of jewelers or carpet cleaners or whatever it is that, up until tonight, you thought you were. You’ve got to pay attention to other stuff because you ain’t going to find any breakthroughs in the five other people standing in a circle looking at you. They aren’t any smarter than you are. They’re probably dumber than you are.

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My point is, “consanguineous” incest is universally reviled, and for good genetic reasons. You don’t want to marry your sister or brother — bad things happen if you do it, and that’s why most societies around the world find the practice disgusting.

On the other hand, “affinal” incest, marrying between first and second cousins and more distant relatives — well, I won’t say it has a long and glorious history, but it definitely does have a history, and much of it, including some very smart people.

I might be digging myself into an unnecessarily deep hole here, so let me state clearly that I am not advocating incest of any kind.

Well, except maybe in the marketing sense. Like Dan says, you don’t want to practice consanguineous marketing incest — copying what the five other guys who are most like you are doing. That’s likely to only produce worse and worse results with time.

On the other hand, going into a cousin industry, and copying ideas from there — well, that might just be another issue altogether. But I will write more about that in my email tomorrow, and tell you my experiences in paying a visit to a cousin industry lately.

If you’d like to read that email when it comes out, sign up to my email newsletter.