Friday Is The New Black

“NO – it does NOT have to be a race to the bottom!”

Because when all everyone’s doing is cut deeper and deeper discounts… it’s a bloodbath.


There IS a way to get more sales than with even the deepest of discounts.

Tap tap tap... sales happens every day... so when you can't have a discount every day, what will you use?

Tap tap tap… sales happens every day… so when you can’t have a discount every day, what will you use?

But first:

Did you know why the word BLACK in Black Friday is important in the first place?

It’s because its meaning is *completely* engineered by admen like us.

Completely engineered!

The original meaning is a pretty dark one – just like Black Monday of the Wall Street mega crash of 1987.

Or like Black Thursday was the day in 1929 that signaled the start of the Great Depression.

The first Black Friday was the day after Thanksgiving in 1966 – so many people went out to shopping it caused traffic accidents and even violence.

So Philadelphia police department named it Black Friday.

Give it a couple of decades though and… admen started to re-create its meaning!

“Black Friday means great advantages for consumers and the economy.
It’s your duty to make the most of it”

Reframe and Repeat.

“Black Friday means great advantages for consumers and the economy.
It’s your duty to make the most of it”

Reframe and Repeat.

And… suddenly – so it is!

Also – accountants now use BLACK to signify profit.

So Black Friday means profitable Friday to retailing and to the economy.

Not all untrue either, if you ask me – but you have to admire how the term has been completely reframed and used to create a new, positive context.

So as you go through your Black Friday promotions and others in your market…

Remember the ultimate power to influence isn’t prices…

The power lies in the words, my friend.

The earliest symbolic representation of meaning we ALL imbibe in mother’s milk, literally.

Is there anything more powerful you could focus on in your business?

If you agree, you may want to consider a mentoring stint with me or some other accelerated way of increasing the power of the words you use in your marketing.


Speed or Patience?

One of the most surprising things to learn in marketing is…


And if you know me as the direct response guy always gunning for the response, gunning for the sale… that may not compute immediately.

But when you dig a little deeper into any successful business endeavor, things start to happen when patience sets in and you’re no longer trying to get the quick win so hard.

There’s a saying that ‘money likes speed’ and that’s very much true. When you get a clear inspiration to do something in business, a product idea, a promotion, anything… if you act quickly, you’re often rewarded.

But I’ve found that patience can be equally important, if not more so.

Turns out patience is not only a virtue... but ultimately very profitable!

Writing takes patience… as does ANY worthwhile endeavor. 

So here’s why you should cultivate patience:

  • You need to have patience to choose right (or you’ll waste time and retrace your steps, lose time)
  • You need patience to do things in the right sequence (or whatever you’re building could collapse)
  • You need patience to put it all together (a half-built machine doesn’t work all that well)
  • You need patience to wait for the response (yes, quick wins are great but to get the real picture, it’s better to be patient and form a real view of what’s going on)

And there’s more…

  • You need patience to build a pipeline (to build a real funnel, a series of products, instead of customization that doesn’t scale)
  • You need patience to build character (this is the real test. you don’t want to look like a one-note pitchman over time)
  • You need patience to finish things (getting started quickly is important, but on occasion you need to actually finish stuff and push it out to the marketplace)
  • You need patience to see further than you did before (myopic vision is highly dangerous in business AND in life!)
  • You need patience to see the whole playing field (seeing the forest for the trees… before you kick start that chainsaw)

How about that… you seeing it yet?

In Short: Patience Makes You Money

Of all people, one video from Mr. Tai Lopez hammered this into me. Couldn’t get past it. He basically said he never had money when he was impatient… and when he started to develop patience, it started showing up.

That was enough for me to take notice, and start seeing this truth in my life and business, and everywhere else I’m looking. It’s true: those who only go for the quick wins never get the big wins. Those who have the patience, will win in business and in life.

Patience saves time otherwise spent spinning wheels… creates success for those who apply it… and yes it even generates money. 

Here’s the tiny caveat though:

You need to employ the RIGHT KIND of patience.

Patience is not just sitting around idly and expecting things come to you.

The right patience is the kind you APPLY in ACTION.

The right kind of patience is what you see wealthy people do:

Wealthy people are never in a hurry, they know what they’re doing, they have options, and have all the time in the world to put things together. PATIENCE. 

Which can be maddening, if you’re on the other side of the fence looking in, right? Which is reason enough to jump over that fence!

So if you live a life where you value results or seek wealth… you’re going to need patience. By all means, grab opportunity as fast as you can, and be super quick to stop anything that’s going wrong. But your success ultimately… may well be a function of your ability to detach a little, and patiently craft a plan, and see it through while course correcting. It’s well worth forgoing the instant gratification.

If you’re in need of a patient, expert eye on your marketing who cares for bottom-line results above all… do get in touch.


How to Create An In-Demand Digital Product That Sells

There’s one thing, and one thing only that you need to start making sales with your own digital product… and I’ll get to that in a minute.

But first:

The fact that you’re creating a product for other people to consume, out of your very own pool of knowledge and experience…

…should indicate that you actually CARE about what they do with it.

So if that’s true, you’re already off to a great start!

Talking about hot products...

Talking about hot products…

Next, what you need is to check off three checkboxes.

#1 – Be Concerned With What People Actually NEED

First, consider the end result your product or service is intended to deliver to your customers.

Then, break down exactly what needs to happen for that end result to materialize at their end.

Finally, create your offering in such a way that it provides a real answer to every single requirement you listed.

Make it very, very hard NOT to get a result from you.

Then you’ve positioned yourself in a way that makes you a top tier player, almost instantly.

#2 – Deliver Something Your Customers CAN UTILIZE

Too often information products are crammed full of material, right to the gills.

So much so that apparently not being able to digest it all passes for customer satisfaction.

It does not.

High use value = high satisfaction = low refund rate = high willingness to buy again from you.

So if you want your customers to never refund, and to actually buy from you again… oh and, actually succeed with the information you provide…

You’d best make sure there’s something they can easily consume, apply and use successfully in their own environment.

#3 – Deliver In Such A Way That Absolutely DELIGHTS Your Customers

Use successful examples; show how they work and how to model them.

Use an uncommon format that is rarely seen.

Others use video, you use 3D video. Others use 3D, you use VR video.

Create something of undeniably higher value than expected – a professionally designed and illlustrated book, video inserts of super high quality, an interview with Barack Obama…

Anything that’s truly considered a positive, super surprise – by most of them.


Now for the ONE THING I teased you with…

What you need to start making sales, is deceptively simple:

You need to sell something people not only WANT… but CANNOT in all honesty RESIST.

So what’s the difference between that desirability and what I described above (need – can use – delighted with)?

The difference is, they cannot REALLY see any of those three qualities until they’re sold on the PROMISE of it.

So what you’re selling is a visceral image of the result people believe they can honestly achieve.

The product is the mechanism for producing that result for them.

So to create an in-demand digital product, you need to cater to their actual needs, make sure they can actually make use of the product, and add some flair that delights them and helps consumption. But all of that matters only if you’ve first sold them on the result you want them to achieve. Define that first, make it fascinating, and market powerfully. That’s what copywriting really is. 

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