Productivity

Going back to the Mark Ford well and pulling up a goldfish

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Over and over in these emails I’ve cited a quote made by entrepreneur and copywriter Mark Ford:

“There is an inverse relationship between the value of knowledge and what people are willing to pay for it. The most important things in life you’ve probably heard a hundred times before, but you’re not paying attention. When you’re in the right place and you hear it, you have that ‘aha’ moment and everything changes.”

I’ve used this quote to talk about the trouble with marketing secrets, about A-list copywriting wisdom, and even about Tim Ferris’s 4-Hour Work Week. And why not? I think the quote itself vindicates that I keep going back to the same well.

So here I am again, dropping the bucket in, and coming up with a little goldfish that surprised even me.

Since I’ve taken Mark’s advice to heart and started paying attention to good advice lying around in plain sight, I believe I’ve become better at writing copy. That’s because I’m noticing small and valuable bits of knowledge dropped by a guru that have little or nothing to do with the main secrets in the actual offer.

For example, I’m working on a real estate investing promo right now. And while I was going through the guru’s main “secrets” of lead generation and creative financing, I noticed a few throwaway comments he made. I took these comments and twisted them a bit to get some solid bullets going:

* How a $75 gadget (available at any electronics store) can get you thousands off the seller’s initial asking price

* The 5-word under-the-radar phrase you can use to uncover a seller’s true motivation — without the need to ask prying personal questions that put the seller on guard

* How to ethically piggyback on bandit signs put up by other investors (including investors you’ve never met) to get more sellers calling and emailing you

The point is, you can do this, too. There’s no secret, and there’s no magic.

Stop letting your attention be guided by others… and start directing it to the valuable and useful info hiding out in plain sight, all around you, right now.

​You’ll save yourself time and worry by not getting sucked in to expensive but low-value secrets. And you might even make money — assuming you’re in the business of writing fascinations.

But maybe you’re not convinced. But maybe you want more secrets. In that case, make sure to sign up to my secrets-filled daily email newsletter.

The criminal secret to getting any job done quickly and easily

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A few days ago, I watched an inspiring movie called “At Close Range.”

It stars Sean Penn as Brad Whitewood Jr, a criminally inclined yute. Christopher Walken plays Brad Whitewood Sr, the yute’s criminally proficient deadbeat dad.

Brad Jr wants in on the action that Brad Sr has going — stealing tractors from dealership lots.

Eventually, Brad Sr relents and decides to bring his son into the gang. So they take a walk through the woods, smoking a joint, while Brad Sr explains how the whole operation works.

“And this group of guys,” Jr asks him, “it’s all over the country? It’s organized?”

“Organized?” Brad Sr says in his halting, nasal way. “It’s just guys. I know guys… My brothers know some… Everybody knows some people. Before you know it, you know everybody you need to get the job done.”

This reminded me of a bit of wisdom I heard from real estate guru Joe McCall.

Joe does 50+ real estate deals each year, while comfortably pulling in $50k-$100k each month.

And to hear him tell it, he doesn’t work very hard at it. That’s because one of his success principles is “Don’t ask ‘how’, ask ‘who.'”

​​Joe explains in more detail:

“While it may seem smart to ask ‘how’ questions — like ‘How do I set up a website,’ ‘How should I create my bandit signs,’ or ‘How do I do the direct mail?’ — it’s much better to ask ‘Who,’ as in ‘Who can do this for me?'”

That might be something to consider, whether you’re engaged in tractor stealing or real estate or direct response marketing. If you’re not achieving the success you want, maybe the trouble is you’re trying to go it alone.

Fortunately, the fix is simple. Everybody knows some people. And they know people… Pretty soon, you know everybody you need to get the job done.