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A Powerful Lesson in Human Psychology

Do you know who Pete Godrey is?

Pete is a master copywriter and has a blog over at www.PeteGodfrey.com.

In his most recent post Pete talks about the strange, but powerful psychological trigger that makes fear of loss a greater motivator than the hope for gain.

Not only does Pete give actual examples of this phenomenon, he gives a practical example at the end of his blog entry.

Here’s a brief snippet from the post:

You know in reality, people would much rather save something they’ve already got, than get something they want. It’s hardwired into our heads.

So if you’re a student, you know this already.

But do you really get it?”

It’s interesting because I was actually going to write about this exact same topic recently, but Pete did such a great job (he IS known as the Wizard of Words…) I’m just going to direct you over there to read it for yourself.

You can find it here.

-James D. Lee

Popularity: 10% [?]


Success Isn’t Just Given to You - Ask Steven Spielberg…

In a former life I was an assistant at a pretty high profile talent agency in Beverly Hills.

(If you watch the HBO series “Entourage” I was ‘Lloyd’s’ character)

And like any ambitious entertainment industry hopeful, I read up on all the legends of the biz, hoping to glean some knowledge of how these icons made it to the top.

So I researched industry moguls like Lew Wasserman, Michael Ovitz, Barry Diller, Bernie Brillstein, and Sumner Redstone.

But one of the most fascinating stories of pure determination, boldness, and success came from Steven Spielberg.

By the time he was 12 or 13, Spielberg already knew that he wanted to be a director.

His life was forever transformed at the age of 17 when he took a tour of Universal Studios one afternoon. Since the tour didn’t quite reach the soundstage where all the action was, Steven snuck off by himself to watch the taping of a real film.

He also began chatting up the head of Universal’s editorial department who assumed that Spielberg worked there, and expressed interest in the young man’s films.

Cool story, right?

Wouldn’t that have been a great experience for an ambitious young man?

Well the best part is yet to come.

While most people might have taken that experience and left it at that, Spielberg went back the next day dressed in a suit, brought his father’s suitcase (which only had a sandwich and 2 candy bars), and strode onto the lot as if he belonged there.

Literally, he walked past the security guard like it was the most natural thing in the world, and the guard didn’t so much as give him a second look.

He found an abandoned trailer on the lot, and using some plastic letters he found, put “Steven Spielberg, Director” on the door.

For the rest of the summer he took meetings with directors, writers, and editors, absorbing as much information as he could about the profession he desired.

By the ripe old age of 20, Spielberg was a regular on the lot.

When the time was right he showed Universal a modest film he had put together, and the studio immediately offered him a 7 year contract to direct a television series.

And the rest, as they say, is history.

These kinds of stories make us feel good because it’s the classic “home grown boy makes good” kind of tale.

But the truth is, Spielberg took bold, decisive action towards a very clear goal.

Do you think this was beneficial to his career?

By the age of 36 he had already directed 4 of the top 10 grossing films of all time.

Success isn’t just given to you.

But bold, decisive action towards a clearly defined goal can greatly improve your chances of success in any area of life.

-James D. Lee

Popularity: 10% [?]


9 Copywriting and Marketing “Aha’s”!

1. If you don’t understand the tender heartbeat of your market it’s like getting dropped off in the middle of an unfamiliar, dangerous, crime infested neighborhood

2. When your prospect determines that you are someone who may be able to solve their problem they may actually try to find a way OUT! They will try like crazy to find an incongruency, a flaw, or any other reason not to buy from you . Why? Because you present an INTERRUPTION in their lives, not necessarily an answer. That’s what you must understand and overcome.

3. Your default psychological positioning should be “There are people out there with my money in their pockets”

4. Why should anyone listen to you? Establish truthfully and forcefully but without hype – Why YOU’RE the Go-To-Guy/Gal for their problem

5. Remember: He’s in some kind of pain, he’s skeptical, he’s ready to bolt, he will NOT put up with bragging. You must win him over, on his terms, immediately

6. Be the ONE THING he encounters today that shocks him out of his state

7. Always write copy with a goal in mind – what do you want your prospects to do?

8. People won’t pity you. They are not reading your sales message for that. They are there because they want to feel the ember of hope for themselves

9. Remember what legendary copywriter and marketer, Ted Nicholas says – “There is no failure. There are only tests and results.”

Hope this helps.

-James D. Lee

Popularity: 18% [?]


40 Ways to Enrich Your Life

I’m not a sappy person by nature.

In fact, most sappy writing that I read makes me want to punch butterflies.

But every once in awhile I read something that makes me step back and think, “Hm… this is some good, worthwhile information AND it makes me feel good.”

A friend just sent me an email that fulfilled both of these qualities and I, in turn, wanted to share them with you.

Enjoy these words of wisdom.

***

1. Take a 10-30 minute walk every day. And while you walk, smile. It is the ultimate anti-depressant.

2. Sit in silence for at least 10 minutes each day.

3. Buy a DVR and tape your late night shows and get more sleep.

4. When you wake up in the morning complete the following statement, ‘My purpose is to __________ today.

5. Live with the 3 E’s — Energy, Enthusiasm, and Empathy.

6. Play more games and read more books than you did in 2007.

7. Make time to practice meditation and prayer. They provide us with daily fuel for our busy lives.

8. Spend time with people over the age of 70 and under the age of 6.

9. Dream more while you are awake.

10. Eat more foods that grow on trees and plants and eat less food that is manufactured in plants.

11. Drink green tea and plenty of water. Eat blueberries, wild Alaskan salmon, broccoli, almonds & walnuts.

12. Try to make at least three people smile each day.

13. Clear clutter from your house, your car, your desk and let new and flowing energy into your life.

14. Don’t waste your precious energy on gossip, OR issues of the past, negative thoughts or things you cannot control. Instead invest your energy in the positive present moment.

15. Realize that life is a school and you are here to learn. Problems are simply part of the curriculum that appear and fade away like algebra class but the lessons you learn will last a lifetime.

16. Eat breakfast like a king, lunch like a prince and dinner like a college kid with a maxed out charge card.

17. Smile and laugh more. It will keep the NEGATIVE BLUES away.

18. Life isn’t fair, but it’s still good.

19. Life is too short to waste time hating anyone.

20. Don’t take yourself so seriously. No one else does.

21. You don’t have to win every argument. Agree to disagree.

22. Make peace with your past so it won’t spoil the present.

23. Don’t compare your life to others’. You have no idea what their journey is all about.

24. No one is in charge of your happiness except you.

25. Frame every so-called disaster with these words: ‘In five years, will this matter?’

26. Forgive everyone for everything.

27. What other people think of you is none of your business.

28. REMEMBER GOD heals everything.

29. However good or bad a situation is, it will change.

30. Your job won’t take care of you when you are sick. Your friends will. Stay in touch.

31. Get rid of anything that isn’t useful, beautiful or joyful.

32. Envy is a waste of time. You already have all you need.

33. The best is yet to come.

34. No matter how you feel, get up, dress up and show up.

35. Do the right thing!

36. Call your family often.

(Or email them to death!!!)

37. Each night before you go to bed complete the following statements: I am thankful for __________. Today I accomplished _________.

38. Remember that you are too blessed to be stressed.

39. Enjoy the ride. Remember this is not Disney World and you certainly don’t want a fast pass. You only have one ride through life so make the most of it and enjoy the ride.

40. May your troubles be less, May your blessings be more, May nothing but happiness come through your door!

***

Okay, that last one was cheesy but I hoped at least one of the 39 resonated with you.

Talk tomorrow.

-James D. Lee

Popularity: 20% [?]


The Power of the Stories We Tell Ourselves

The topic of stories holds a never ending fascination for me.

You see, everyone tells themselves a story when they purchase a product or service.

And every product or service, like it or not, has a story to tell as well.

Sometimes, the story is that the product or service is shabby and not worth purchasing.

This isn’t the kind of story you want to present, obviously.

According to author and marketing expert Seth Godin, it is up to the entrepreneur to match the product or service’s story to the story that the customer tells herself.

For example…

“Aston Martin has the new hot $150,000 of the moment. The New York Times gave it a twelve on a scale of one to ten. You can also buy exotic cars from Jaguar, Volvo and Range Rover.

And every one of them is made by Ford - and you shouldn’t be surprised to discover that they may even share part.”

Knowing this, why in the world would anyone even consider purchasing a $150,000 Aston Martin when they could go from Point A to Point B just as easily in a $30,000 Volvo?

It’s the STORY that the Aston Martin tells, and how well that story resonates with the story that the customer tells himself.

Aston Martin oozes class, wealth, power, distinction, and a bit of a James Bond-ish type of feel. (See? These are the stories I tell myself!)

Obviously, it is a wealthier clientele that Aston Martin is shooting for, but the fact remains, the customer must resonate with this particular automobile’s story (because the story justifies the customer’s worldview or their view of themselves, or who they wish to be) in order to purchase it.

Let’s take another car example.

Why would one purchase a Toyota Prius then?

The story is obviously much different.

According to Godin, “People buy this car in order to show the world how smart they are (even if they’re not smart)”.

The Prius doesn’t just have remarkable gas mileage (so you can brag to your friends about how smart you are), even the keys are smart.

The car actually detects when you have the keys in your pocket so you don’t even have to get them out or even press a button. You just open the door.

Imagine how gleefully Prius owners can tell their friends, family, and coworkers about these options.

Just as Aston Martin owners can sit at the country club, sip on a dry martini, and point with their top hat to their automobile and say with a yawn, “Yes, I drove the Aston today because I hardly use it and figured it needed a bit of a run… I’m getting bored with it lately though… yawn.”

(Again, the story I tell myself!)

Match the story that your customers tell themselves with your product’s story, and see what happens.

You might find yourself pleasantly surprised.

-James D. Lee

Popularity: 12% [?]


Ballsy Marketing Gone Awry?

A couple of months ago I wrote about Lifelock, the identity theft protection company that had exhibited ballsy marketing by having it’s CEO, Todd Davis, publicly give out his social security number as proof that the company firmly guaranteed its services.

You can read that first post here.

You may have seen these advertisements in the newspaper (where they have practiced sound direct response principles with their use of full page advertorials), TV commercials, and radio ads, all with Todd Davis blaring his social security number to anyone and everyone who would listen.

Seemed like a sound angle for that particular market.

But this morning I was making my daily blog rounds when I came across copywriter Ryan Healy’s blog, who had some interesting observations that Lifelock may not be as reputable as they seem.

You can check out his post by going here.

There is some actual statistical evidence that makes Lifelock out to be shady, and in some cases, downright deceptive.

I’m pretty sure that Lifelock has launched a national campaign, so no matter where in the country you may be reading this (international readers go to www.lifelock.com to get a taste) you may have seen these ads.

Does anyone have any evidence supporting Lifelock? Or discrediting them?

This is just an interesting and instructive marketing case study, and it will be interesting to see how Lifelock reacts to government pressure and public fraud accusatons.

-James D. Lee

Popularity: 8% [?]


How to Attract Opportunity - with Jim Rohn

I first heard Jim Rohn give a presentation at the Glazer/Kennedy Super Conference in 2005.

I must admit I was very impressed with his talk, but not for the reasons you might think.

I had heard of Jim Rohn years before actually hearing him live, but for some reason I had this impression that he was this larger than life, booming voice, headset wearing, Tony Robbins type of character.

What I witnessed was a soft spoken, articulate, and authentic man, dispensing more wisdom in a few minutes, than most seminar speakers today give during their entire presentations.

This particular clip is from a few years ago (you can tell by the quality), but the lessons that Jim give are invaluable.

Do you ever feel that opportunity never comes your way?

Guess what?

YOU may be the one sabotaging it.

Want to find out how to ATTRACT opportunity?

Watch the clip.

It’s only 2 minutes and 8 seconds, and well worth your while.

-James D. Lee

Popularity: 7% [?]


Practice Marketing at the Bar

Imagine that you are having a drink at the local bar.

Suddenly a guy takes a seat at the bar a few feet down from you and asks the bartender for a drink.

He says, “Joe, gimme a double. I’m having the worst problem…”

Then he goes on to explain the exact problem that you solve through your product or service.

So, you lean over and say to him, “Excuse me, I couldn’t help but over hear what you were telling the bartender. And I wanted to tell you something that you might find very helpful. Here’s what I’m talking about…”

And you go on to tell him what your deal is.

He is curious and engaged.

A few minutes into it, one of your customers happens to walk into the bar, sees you, and makes a beeline for you.

He says, “I am SO glad I ran into you! I wanted to tell you that your (product or service) meant SO much to me! It solved my problem fast and forever!”

Then he turns to the guy you’ve just engaged and says, “if you’re talking to him about (your product or service) you’d better listen to him!”

Then your customer walks off.

Imagine that this happens half a dozen times during the conversation until you are done talking to this guy. And by this time he is impressed and eager for the next step.

What has just been explained is how your written sales pitch should be structured.

It’s what John Carlton calls “bar talk,” meaning it should be a “just us guys” kind of conversation.

So write like you speak, and cut out all the corporate jargon and fancy talk.

Next time you are writing sales copy, remember the above illustration.

And come to think of it, why is it that some of the best marketing ideas come from the bar?!

-James D. Lee

Popularity: 8% [?]


James Tries to Explain Copywriting to a Smartass

I was talking to a rather pompous individual today about copywriting.

Since he had a degree in English Literature or something, he was rather smug when it came to his own writing prowess.

He assured me if he put his mind to it, he could write effective sales copy in a heartbeat.

I was amused.

I asked him what his previous sales experience was, and he replied that he had no idea why I was asking this question.

So this is what I told him (more or less):

**********

Copywriting is more about salesmanship and empathy than it is about technical writing skill.

Marketing guru Dan Kennedy says (this is loosely paraphrased) that he would rather teach a proven salesperson with limited writing skills, how to write sales copy - than an English Literature PHD with no salesmanship ability.

Why?

Because of the hours and hours of human psychology lessons that are embedded in the mind of the salesperson.

Good salespeople just intitively know and understand what the prospect is thinking, what the prospect’s objections will be (and how to overcome them), and how to close the deal.

The PHD, on the other hand, may write a finely tuned, grammatically sound, prepositionally correct term paper - but it would do NOTHING to compel the prospect to dig his or her credit card out of his wallet or purse, and give you her order.

The salesman would only need to write down his sales pitch on paper.

The PHD would need to learn how to SELL.

And that’s not a fair tradeoff.

Because…

* Good salesmanship and persuasion starts and ends in the mind of the prospect.

* Good salesmanship has nothing to do with you or your ego, and everything to do with the emotions coursing through your customer.

* Good salesmanship means that you know your prospect’s deepest desires, darkest fears, wildest dreams, and most ulcer inducing frustrations, maybe even better than your prospects do

It isn’t enough to know that your target market has a problem or an itch that needs to be scratched.

When prospects read your copy they should gasp and think wildly, “Is this guy hiding under my bed, watching what I’m going through right now? Because he understands my problem as though he were RIGHT HERE WITH ME…”

Once you can do THAT… then you’ve gotten yourself off to a decent start.

**********
The guy seemed taken aback.

“Salesmanship?” he asked.

“Salesmanship,” I affirmed.

Moment of silence.

Suddenly he says, “I don’t think marketing has to do with salesmanship at all.”

Sigh.

I excused myself and walked away.

Because some people’s cups are so full that they cannot taste another’s tea.

-James D. Lee

Popularity: 9% [?]


It’s a Good Day to Die

I was doing some non-marketing reading today (surprising, I know) and I found this tidbit of information to be both fascinating and inspiring.

So I decided to write about it. I hope it resonates with you.

**********

It’s a Good Day to Die

Did you know that early Native Americans would utter this war cry before heading into battle?

Do you know why they said that?

It’s not because they were trying to pump themselves up or be macho.

It’s not because they were morbid people.

It’s because Native Americans had a firm grasp on the concept of living your purpose, and giving your fullest gift to the world.

Since their purpose was often linked to the survival of their village, the protection of their loved ones, and the preservation of all that was good and beautiful in their world, if they DID happen to die in battle, and they ended up sacrificing their smaller selves for the greater purpose, then yes, it was a good day to die.

Do you see how profound this is?

The truth is, our society, despite all of our technological advancements, has become confused.

With no rites of passage transforming adolescents into adults, and by not teaching young people how to discover their TRUE purpose in life (then living in alignment with and through that purpose), a lot of people spend a good portion of their lives wandering around in a zombie-like haze.

With no direction, no purpose, jumping from job to job, doing what they think mom and dad want them to do, or what society dictates they should be doing.

Adult in the physical form, still children mentally, emotionally, and psychologically.

Thinking only of paying the bills, drinking on the weekend, or how much they hate their jobs.

UNTIL… something jolts them out of their reverie, and they realize that life has been a dream (or a nightmare), a soft cloud that has bounced them around until the jarring reality of their existence shakes them awake, and they finally realize how much time they’ve wasted farting around.

Here’s the point in all this.

Do you know why you do what you do?

If you are an Internet Marketer, do you know the true purpose behind why you are an online entrepreneur?

Or whatever it is that you do.

If someone asked you right now, could you rattle off the reasons why this career choice is better than any other for you? Your true, driving purpose?

I’m not here to answer that question, because obviously, each person’s purpose is different.

But I’ll tell you mine.

1. I do this for myself. To prove to myself that I am capable, intelligent, and that I can step into the fear and uncertainty, and break through to the other side. To realize my potential.

2. I do this to prove myself to my parents, especially my dad. Yes, I’m a grown man, but some things never change. As an Internet Marketer, I still see the doubt and skepticism in my dad’s eyes when I try to explain what it is that I do. He comes from an older generation, and a completely different culture. When I retire my parents, it’ll be a sweet, sweet day.

3. I do this for my future spouse and family. I do the work now, and set up the lifestyle early so that I’ll have the time to do the things that really matter in life (while stopping to smell the roses in the meantime of course). I forgot who said this, but getting rich isn’t the ultimate destination. In fact, it’s when you’ve got the money thing figured out that life truly BEGINS.

Your life’s purpose will change and flow as your priorities change and flow. That’s just natural. But personally, I know very clearly why I work as hard as I do. You just read the 3 reasons.

Remember, this is just a personal opinion. And a lot of people won’t want to read what I’m about to say.

But if you don’t know why you’re doing what you’re doing, you’re not living. You’re just… atrophying.

If there is no reason, except for needing to pay bills, or the rent, or something surfacy like that… good luck to you.

Because everyone has a purpose, a gift to share with the world. You just need to discover what yours is.

I’ll tell you how I figured mine out, in 6 simple steps.

And yes, it will actually take some time out of your day, so don’t freak out.

(I find this exercise most productive when I do it in the early morning)

1. First, turn off the cell phone, the blackberry, the pager, the laptop, or any other distraction.

2. Get in a comfortable position, but don’t lie down. Sit upright in a comfortable chair or on the floor.

3. Close your eyes.

4. Be still, and take deep, slow breaths, until your heart rate slows down, and your mind begins to clear. Yes, this will be hard for a while, because you will be thinking a million different things at first. But eventually, your mind will be quiet.

5. It’s from this place that you begin to ask yourself, “Who am I? What is my purpose? Why am I doing what I’m doing?”

6. Listen. Pay attention to what comes up in your mind.

It’s as simple as that.

It may take 30 minutes a day for a few months, or it may take an entire weekend of pure stillness, isolation, and meditation.

It’s different for everybody.

But remember, the early Native Americans forced all their young men into the wilderness with no food and water, in the harshest of climates, and they weren’t allowed to come back until they discovered their true purpose.

How’s that for extreme?

But in today’s culture, we have NOTHING that forces us to grow up, to show up, to be present and committed. So we just wander.

And it’s downright criminal to rob someone of their time and purpose.

So if this sounds like you, try what I did.

You may be surprised at what you find when you turn within.

Because to me, a life without purpose is a life that isn’t worth living.

BUT… when you DO understand what motivates you, why you do what you do, and what your ultimate purpose is, you can’t HELP but live each day with fearlessness and unfettered boldness.

And you will wake up every morning and say “it’s a good day to die…”

-James D. Lee

Popularity: 10% [?]