I’ve always tried to be 100% honest and genuine in my business and marketing.
Over the past few months I’ve vamped this up even more.
In honor of that, below is a ‘full disclosure’ statement you may not catch other copywriters and marketers make (even though it’s likely true for 99% of people out there).
Here it is:
There was a time in my business and career that I absolutely, horrendously, magnamaniously sucked.
I sucked at marketing.
I sucked at copywriting.
Most of all, I sucked at running a business.
Which makes sense. If you’ve never run a business before, there’s likely to be some learning curves.
But the truth:
I think I sucked worse than most newbies.
I’m extremely grateful for this.
Because this magnamanious sucking forced me to face my shortcomings (complete with my fears and insecurities) and dive deep into the study of my craft.
And in the past year, I’ve spent untold hours reading, studying, listening, devouring, and thinking about all the concepts the marketing and business masters teach.
Which has given me clarity on what I need to do to reach my wildest business dreams.
But more than just the ‘how-to’ knowledge, this clarity has given me an ‘invisible’ power that stokes the already fueled fire.
I’m growing my business at an exponentially faster rate than in the past.
I’m getting great clients that I really enjoy working for.
Ideas for new products and services are popping into my cranium left and right.
I’m getting extremely good feedback for my free content and even better marks for my paid services (I’ll be sharing a testimonial with you later this week).
And part of what my clients are praising me for is the advice I give them outside of the deliverables. In other words, they appreciate my ability to consult with them at a high level and transfrer my ‘invisible’ power to their buisness challenges.
Which brings me to the pitch:
Starting today through Friday 12/20 at midnight EST I will be launching a new consulting service at a hefty 40% discount. This service is designed to give you insight, clarity, and guidance at an unexpectedly low price.
But a warning to all the non-doers and procastinators in the crowd:
This service will take some work from you.
1) in filling out the detailed worksheet that comes with every purchase and 2) in implementing the advice I give you into your business.
So if you lack the time or for whatever reason are unable to make changes in your business, this service ain’t gonna help.
I will be mailing a lot about this service in the coming days. So stay tuned for some valuable tips and more insight.
In the meantime, here’s the link:
I’ve been busy recording vidoes at my mountaintop retreat and its accompanying meadow.
While I’m hordeing most of these videos with Smaug-like glee, I’ve uploaded one of them to my brand new Copy by McCune TV channel.
Get it while ye still can at the link below:
Recently, I’ve been playing some new games in the business sandbox.
One of the games I’m playing is setting things up to get more results with less work.
Now there are many ways to do this. And I’m far from the expert. I’m simply a fledgling dove spreading my wings.
But there are a lot of lessons I’ve learned.
One of which can be summed up as:
The ‘Air BnB Host’s Secret' to a squealing piggy bank
Here’s the rub:
If you have a house with an extra room, you can simply make an Air BnB account, rent that room out, and make some extra dough.
Yes, it will take a bit of work on your part.
But you don’t have to buy anything new, raise capital, make any drastic changes, or uproot your current routine.
And there are dozens of ways to use this Air BnB secret to get more out of your biz from the resources you already have.
For example, if you have an email subscriber list you never mail, that list is like an empty room in your house that you can fill (IE, begin emailing with offers).
Or if you have an old product you haven’t sold for a while, add a sale of it to your promotional calendar.
Or perhaps you have a few dozen old articles you’ve written that aren’t getting quite so many peepers on them. Resurrect these articles by turning them into podcasts, audio, video, or some other form of content (or better yet, package articles on a similar theme into a low-price kindle book to make some extra sales and bring in new leads).
The few points I’ve laid out here barely score the surface.
But if you use your noggin, I’m sure you can think of dozens of ways to use resources you already have to make your life much easier.
Which brings me to the pitch:
If you need my help writing emails, sales pages, or creating a marketing strategy, simply click ‘reply’ and tell me the biggest business or marketing challenges you currently face.
P.S. Here’s a ‘bonus’ way:
In the footer of all customer service tickets, simply leave a link to your flagship product. This likely won’t generate a ton of sales, but because it takes almost no time to do, any sales you do make is simply icing on the carrot cake.
It seems like every day I have the same conversation with meditation teachers and other business owners:
CZAR TYLER: "So what's your #1 business or marketing challenge?"
BUSINESS OWNER: "I need to make more money, so I need to find more prospects and customers."
CZAR TYLER: "Do you have a list of buyers? People who have purchased from you in the past?"
BUSINESS OWNER: "Yes, I have nearly 200 people on a buyer's list."
CZAR TYLER: "Do you ever contact them, you know, to try to sell them stuff?"
BUSINESS OWNER: "No."
Whenever I hear this, it bringeth a tear to mine eyes.
1) Because I know these business owners are doing way more work then they need to be (with less results to show for it) and
2) Because it slaps the face of one of the key principles of ol' skool direct-response marketing:
Sell your buyers more stuff.
It's pretty simple. Those who have bought from you in the past (assuming you have a quality product/service and a good overall customer experience) are far easier to sell to than prospects who've yet to bare their plastic.
And this isn't just about giving you a burgeoning wallet.
It's about providing more value for your buyers. It's about strengthening and extending your relationship with them so you can continue to support them for years to come.
This is the 'secret sauce' that lets some entrepreneurs take three months off every year, while others are constantly spinning the marketing hamster wheel.
And if you're thinking, "But they already bought my product/service... what else can I sell them?" I can easily and readily point out your mistake:
Not having back-end offers in place.
Back-end offers are additional products or services that complement the products or services your customer has already purchased from you.
Back-end offers come in many shapes and sizes depending on your business model, market, offering, et cetera.
So it's up to you to think up new offers to provide astonishing value to your clients and customers.
Unless, of course, you want to hop on a call with me so I can help flush this out for you. If that tickles your fancy, simply click 'reply' to this email and let me know your #1 biggest marketing or business challenge.
When you do, I'll respond with details and next steps.
Prestige is a great thing for any business to have. In fact, to scale the upper echelons of business, prestige is a must.
Here’s the dictionary definition of prestige:
“Widespread respect and admiration felt for someone or something on the basis of a perception of their achievements or quality”
Building prestige is exceptionally doable, even if you can’t currently prestige your way out of a greasy lunch sack.
But like everything in this world, building prestige takes time. Lots of it.
Unless of course, you ‘steal’ or ‘borrow’ that prestige from someone else.
Which brings me to the meat of this crab salad:
I recently interviewed the very prestigous Mark Leonard of Mindfulness Connected. You can listen to that interview by clicking the following link and scrolling to the header “Is mindfulness enough”:
This interview has created some forward momentum in my business in a few ways:
1) By growing my email subscriber list
2) By getting the word of mouth machine going about me (hard to track, but oh so important)
3) Bringing me a white hot lead ready to work with me
And the best part is that all of the above came from Mark’s audience and connections on Linkedin. And so I benefited greatly from the prestige and bonds he had built.
But before ye go off and try to find someone in your niche to interview, here are a few things to think about:
Curate who you choose to interview heavily… this means they should:
1) Have an audience of their own that respects and listens to them
2) Have something interesting to say that your audience will relate too
3) Be unique! Not just spouting the same drivel as everyone else
4) Have some rapport with you, otherwise, the interview may be a flop
Of course, it doesn’t have to be an audio interview, or an interview at all. There are lots of ways to ‘trade’ and ‘steal’ prestige once you put your sharp little brain to it.
And if you want to listen to my interview, here’s that link again:
At least once a week I've been making the short drive up Olive Hill Rd. to my parents new mountaintop retreat for dinner (and more recently, carrot cake and banana bread).
One thing I like to do when I go over there is thumb through my dad's copies of Lord of The Rings. LOTR is by far one of my favorite stories.
Every time I pick them up I learn so much.
About Middle Earth and its lore.
About Tolkien and his genius.
And about how to write (and dare I say market) better.
Take Bilbo Baggins for example.
The first chapter of LOTR begins with the preparations for his eleventy-first birthday party. And it's going to be a big one.
In fact, it's such a momentous occasion, hobbits and dwarves come from far and wide.
So the question arises:
How does Bilbo do it?
How does he get hobbits (many of whom think Bilbo is quite strange) to travel over hill and under tree to Bag End?
Here are a few of Bilbo’s wiles:
1)Prestige — Bilbo has his own prestige from past adventures, but he also 'steals' Gandalf's prestige when a rumor circulates that Gandalf will be attending the party
2)Novelty - but Gandalf isn't merely attending. Gandalf is also bringing fireworks. The likes of which haven't been seen in The Shire for many a moon
3)Reputation — Bilbo has a reputation for strangeness and marching to the beat of his own tambourine. If Bilbo’s likely to do something curious (such as disappear after his speech by slipping a magic ring on his finger say), you won’t want to be one of the hobbits to miss it
These three curiosity-provoking conditions can be consciously embedded into your marketing messages.
I do it all the time.
So begin thinking of ways you can add prestige, novelty, and your reputation, and you’ll add many more shiny gold doubloons to your chest of booty.
If ye need my help, sail on over to the reply button and let me know
I'm always learning about marketing. I mean, it is part of my job.
And one thing I've learned about marketing is not to get caught up in the flashy and trendy marketing bits of the day.
Instead, I focus on raw fundamentals. On the things that have worked in copywriting and business-building for the last few hundred years. And will continue to work for the next few hundred years.
And one of these raw fundamentals is possibly the most useful marketing advice I've ever received (it's great life advice too — especially when it comes to dating).
Though this advice is immediately applicable to everything you'll do in your workday, it's not a shortcut, or hack, or 'sneaky trick'.
Instead, it's something you'll have to remind yourself of until it becomes second nature. But when it does become second nature, this advice is like an invisible superpower. It's something intangible that can't be tracked.
But you'll notice the effects. And those around you will too.
Put simply, the advice:
Don't be needy.
People smell needy like a headless fish.
It goes back to our early evolution. It's primal. It's instinctual. And that's why it's so powerful.
There's no quick fix to being needy. But if you find yourself asking for a sale, rather than giving someone an opportunity to buy, you might be needy.
And if you really are needy (as in you really do need some cash flow to pay the bills), consider getting a night job. Once you're in the position of not needing the next customer, you'll hold yourself in a way that will be much more desirable.
And because people like working with non-needy people, you'll actually be helping your customer too.
Which brings me to the pitch. If you'd like to discuss what it takes to get me on your team:
Simply click reply to this email and give me a short description of the major business or marketing challenges you're facing today. When you do, I'll reply with details and next steps.
In the meantime, scrub the needy from thy hands.
My dad recently gave me a book about the power of introverts.
I’m learning a lot about myself, others, and how we can all get along a bit better.
I’m also learning a lot about how people buy (but that’s a lesson for a different time).
What’s extremely relevant in the book to what I’ve been teaching this week (market research) is the ability to sit still and listen. That’s the superpower of all introverts.
The ability to take in large amounts of information and synthesize it into one big idea.
Or a series of emails.
Or a website.
Or a sales page.
Or any other sales or marketing messages you need for your biz.
But you don’t need to be an introvert to perform market research. Any ol’ bird can do it once they know how.
That’s why my market research project will be broken down into two parts:
* The philosophy, so you can integrate this profitable skill into your very business being.
* The mechanics, so you can follow a proven step-by-step system to identifying your market’s problems, creating an offer that solves those problems, and finding the message that links the two together.
Alright, enough of my Friday blubbering. If you want to learn more about market research, click on the link below and put your information into the form. When you do, you’ll begin receiving:
1) Occasional market research tips gleaned straight from my product as I’m creating it (these will be value-packed, ‘power lessons’, you can begin using in your biz right away.
2) A bargain-basement price on the product once it launches (60% off the price of the product. And because this won’t be a cheap product, that 60% will add up).
There’s no other way to get those two things from Yours Patchouli other than going to the link below:
Have a happy weekend. See you come Monday.
A lot of what I teach in my daily emails, articles, and other resourcs I send your way is philosophy.
There are many reasons for this.
One is that philosophy will fit nicely into an email or article. Where more how-to stuff can take longer to explain.
Another is I can’t give it all away for free (I got a pup to feed after all). Which is why I’m currently packaging up my how-to knowledge in products that will be released in the coming months.
Yet another reason is that the how-to stuff only works once we’ve got your head on right. If you don’t understand the fundamental principles behind market research, then sending you off with a list of to-do’s probably won’t help much.
But since we’ve been covering the philosophy this week, here’s a worksheet that you can fill out to see just how well you understand your market.
Some of these questions may seem too simple. Others may seem irrelevant. While still others will just feel strange.
But I promise that these are the very questions copywriters ask themselves everytime they sit down to write.
And if they don’t, they should find a new job.
Here they are:
1) What keeps them up at night? What makes their esophagus boil and their head hurt?
2) What are they angry about? Who or what are they angry at?
3) What do they secretly desire most?
4) What does a typical day look like to them? What are their top daily frustrations?
5) What do they fear most?
6) What trends are occurring in their life or business?
7) Do they have a language they use that’s unique to them?
8) How do they make decisions? Is there any bias to how they make them?
Write these questions down and see how many you can answer. If you can’t answer any, you’re dead in the water.
But the good news is you can always find the answers to these questions. If you know where to look and which questions to ask that is.
All of which I’ll be revealing in my market research product set to launch early 2020.
To get on the waitlist for it, click the link below:
When you do, you’ll be placed on a special list that will receive:
1) Occasional tips pulled straight from the product as I’m creating it.
2) Insight into my product creation process (there will be many many lessons here for those who look ‘between the lines’)
3) An introductory price that will be far juicier than anyone else will get the product at.
Here’s that link again if you want in:
In my upcoming market research product (being released early 2020), I’ve broken down the complex topic of market research into three illustrious sub-topics:
1) The market
2) The product
3) The message
A savvy reader will notice we’ve covered the market and the product the last two days.
Which today, leaves us with:
The message is the link between your product and your market. It’s the bridge your prospects will walk over to arrive in customer land.
I’ve written a short, yet meaty article on how to build said bridge.
And yes, Disney and wet napkins are just one tiny part of it.
To get your beauteous cuticles on this important tome, click the link below: