This morning I tried to walk to the beach. The police stopped me.
They said something in Catalan. I couldn’t understand. I got the gist though.
“Disaster recovery. Off limits.”
On my way to the beach, I had to walk through broken glass, charred pieces of wood and cardboard, and many shards of explosive. The air still smelled of smoke.
Hundreds of city employees in yellow vests were already on the scene. Several large, specialized tractors were brought in to decontaminate the area.
A few groups of shell-shocked survivors stood here and there, swaying mindlessly to some Latin music that I couldn’t identify.
All this was the consequence of la nit de Sant Joan, aka Saint John’s Eve. It happened last night.
Sant Joan is a holiday to mark the start of summer. In Barcelona, it’s celebrated with bonfires on the beach, big parties, and billions of kilograms of various explosives in the form of firecrackers and fireworks.
I only witnessed this from my couch last night. I was trying to read, but the warzone outside made it impossible.
Missiles whistled through the air. Deep explosions rumbled and echoed through my living room. A rat-tat-tat of what sounded like semiautomatic weapons went off regularly.
And it kept going all the damn night.
Instead of my usual 11pm-on-the-dot bedtime, I guess I fell asleep after 3am, when the explosions started to die down. Of course, I still woke up as I always do around 7am.
All that’s to say, my brain isn’t working so good right now.
But lucky for me, I got a reader question I can answer in today’s email to take the load off.
Paul, an in-house copywriter at a supplement brand, expressed interest in my upcoming Water Into Wine workshop. We exchanged a few emails, and then Paul posed me the following riddle:
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Thanks John.
Yes, it’s very helpful and I think it’s a good fit 🙂
By the way, I don’t know how much interest there is for this workshop. But maybe it might be useful for you to send to your list some quick “bullets” about the benefits of attending this workshop?
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Hm. Benefits. I’ve heard of those.
The fact is, I’ve been purposefully keeping much about this workshop vague. But I can share the following.
During the Water Into Wine workshop, I will to cover one specific repositioning formula. I’ll show how this formula can be used in three separate ways:
1. To give clear, “Oh I get it” positioning to an offer that’s currently vague or unclear
2. To give unique, attractive positioning to a product or service which is not unique or not attractive (yes, sometimes you’re stuck with those)
3. To open up new markets for an offer, where the selling might be easier and where the money might come in bigger, heavier bags
I’ll have examples of how smart marketers have used this repositioning formula in niches like bizopp, finance, weight loss, copywriting, baseball, and of course, dentistry.
I’ll also have examples of how this formula can be used to sell offers of different formats, including courses, coaching, certifications, tickets to live events, and done-for-you services.
That said, it will take some thinking to apply this repositioning formula to your specific situation.
If that don’t turn you off, here are more details about this training:
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This Thursday, June 27th, I will host a little workshop with a few people.
I’m calling it the Water Into Wine workshop.
It will be all about a specific technique for repackaging and repositioning your offers so they sell better.
If you currently have an offer that’s not selling, this technique can start selling that offer for you.
On the other hand, if you have an offer that’s selling already, this technique can sell your offer more easily and for more money.
The ticket to join the Wine Into Water workshop is $197.
The workshop will happen live on Zoom, next Thursday, at 8pm CET/2pm EST/11am PST. It will also be recorded. So if you cannot attend live, you can still get your hands on this info and apply it to your own offers as soon as next Friday.
I’m not sure whether there will be a ton of demand for this workshop. In any case, I’ll cap the number of folks who sign up to 20 maximum.
Are you interested in joining us?
If so, just reply to this email.
I won’t have a public-facing sales page for this offer, and replying is the only way to get more info or get in.
Of course, if you reply to this email to express interest, it doesn’t oblige you in any way. I’m happy to answer any questions you might have and help you decide if this workshop is or isn’t right for you.