In the wise words of Perry Marshall …May 7th, 2007 | By Rachit Dayal | Category: Conversion Strategies, Copywriting, Email Marketing, Entrepreneurship, Google AdWords, Pay Per Click, Technology Brands, Website Branding
If you wanna learn about selling with pure substance & ZERO HYPE, then you must know about Perry Marshall. Let me just cut things short and include 4 of his recent emails.
All Internet Marketers should be reading these emails – it’s an awesome lesson in selling without hype and storytelling (by the way, none of the links in this email are affiliate links)
Here are the four messages you’ll find below
- Wanna-be’s vs Real Entrepreneurs
- Don’t surrender your individuality
- The power of “organic”
- The fire of inspiration in a hum-drum world
Message 4: Wanna-be’s vs Real Entrepreneurs
Twelve differences between those who dream and those who act:
- Wanna-be’s obsess about ideas. Entrepreneurs obsess about implementation.
- Wanna-be’s want more web traffic. Entrepreneurs focus on sales conversion.
- Wanna-be’s focus on positive thinking. Entrepreneurs plan for multiple contingencies.
- Wanna-be’s want to get on TV and get “famous.” Entrepreneurs build their list.
- Wanna-be’s seek a perfect plan. Entrepreneurs execute and adjust the plan later.
- Wanna-be’s wait for their lucky break. Entrepreneurs engineer four, five, six plans and execute them in tandem, wagering that at least one plan will get traction.
- Wanna-be’s fear looking stupid in front of their friends. Entrepreneurs willingly risk making fools of themselves, knowing that long-term success is a good trade for short-term loss of dignity.
- Wanna-be’s shield their precious ideas from harsh reality, postponing the verdict of success or failure until ‘ someday.’ Entrepreneurs expose their ideas to cold reality as soon as reasonably possible.
- Wanna-be’s put off practicing basketball until they’ve got Air Jordans. Entrepreneurs practice barefoot behind the garage.
- Wanna-be’s believe what they’re told, believe their own assumptions. Entrepreneurs do original research and determine what paths have been already trod.
- Wanna-be’s believe they can do anything. Entrepreneurs do what they’re gifted for and delegate the rest.
- Wanna-be’s think about the world in terms of COULD and SHOULD. Entrepreneurs think in terms of IS and CAN BE.
If you’re a real entrepreneur – and if you qualify – you can be admitted to Roundtable, a forum where #1 players in many realms gather three times a year and sharpen their games.
It commences in Chicago next month with a 2-Day, Four-Man marketing intensive. You and three others will have run of my office, with access to any and every success tool I’ve got.
The rest of the world and all its distractions will be shut out. In less than 48 hours, see your web traffic and sales spike.
Message 2: Don’t Surrender Your Individuality
Last weekend at the System seminar when I introduced
Glenn Livingston to the crowd, I explained something I’ve
consistently seen, from personally coaching many
hundreds of entrepreneurs to success:
*The really successful ones always refuse to surrender
their individuality to formula, convention or dogma.*
Instead they force formulas, conventions and dogmas
to conform to THEIR vision.
Glenn was a case in point. Here was a guy with a background in psychotherapy and Fortune 500 corporate market research – who started at the beginning with zero experience with direct marketing. He comes into this
crazy Internet world and learns conventions like headlines and long form sales letters and Google ads and autoresponders and all that.
These things are conventions because a lot of people have found that they work.
But where some people slavishly copy the formulas – and very often get disappointing results – Glenn brought his own genius to the table. When
something didn’t seem to fit he would draw from his own experience in other fields to understand the problem.
When Glenn was a psychotherapist he dealt with suicidal teenagers. He found that if someone said “Dr. Livingston, I’m thinking about killing myself” this was probably something he could talk them through. However… if they said “Dr. Livingston I’m afraid I’m going to kill myself” – it was an URGENT situation.
Slight difference in words.
BIG difference in intent.
He reasoned that keywords might be similar so he started using a survey method to investigate.
He hit paydirt. Today his Survey method has a 90%+ success rate in predicting successful online ventures.
Glenn refused to surrender his individuality to a formula. He forced the formula to conform to his individuality.
Today Glenn’s formula is slowly becoming part of THE formula for online marketing success.
When I was a corporate sales manager selling to engineers, a lot of copywriters told me that everybody is the same, all people have an emotional center and
all people will respond to emotional, long-form copy.
But I would sit down and write sales letters and they just didn’t FEEL right.
They didn’t feel like something my engineer customer would respond to. I knew I wouldn’t like it if I got it. So I just refused to send them.
I’d throw them in the trash.
But I kept working at it and eventually learned how to still be an engineer AND a copywriter at the same time.
I learned to write copy the way an engineer would write copy. To talk to those engineers the way they talk to each other and themselves.
And I hit the ball out of a park with a 4 page mailer that sold $10,000 to $15,000 of training courses every time we sent it out. Even engineers would
tell me they loved reading that sales letter.
I refused to surrender my individuality to a formula.
I forced the formula to conform to my individuality.
Ari Galper went through my Bobsled run a couple of years ago and we taught him a very formulaic process. A process that works very well for a lot of people. But there were some parts that didn’t feel natural to him. So he took his own sales philosophy and his chat boxes and combined those things with my formula to create a new formula. Now the ChatWise system is transforming the way people sell online, especially expensive, specialized and highly service oriented products.
Before you came into my world, you were already living a life. You had years, maybe decades of experience in other things.
I want you to know that these experiences are valuable and important and in many ways hold the key to what you’re doing now.
This is that Art Factor that I’ve been talking about lately – the synthesis of the old and the new, the formulaic and the individualistic.
Yeah, it’s easier for me to just tell you to Follow The Yellow Brick Road. And yes there are certain fundamentals, certain rudiments that all must master. But the real joy in building a successful business is putting YOUR fingerprints and your experience all over it… and finding that the world applauds you just for being who you really are.
Message 3: The Power Of “Organic”
One of the most important business concepts is captured by the word “organic”. I actually use this word quite a bit in conversations and in talks and it’s not really because I’m into organic food.
No, when I use the word “organic” I’m talking about what happens when you get any slice of real nature in all its richness, in any sphere of life. “Vitamin C” is a substance called ascorbic acid, something you can make in the lab. You want pure vitamins? No problem, somebody can always sell you some, it’s 100% pure from textbook chemistry.
But everybody knows you can’t live on laboratory vitamins. Plus we all know deep down that vitamins + junk food = self deception. But… if you eat a spinach salad, you get something entirely different. Whether you know what’s in it or not, you know it’s good for you. Why? Because it’s real. You don’t have to go to a health food store to get that; you don’t even need to know what vitamins are. All you have to do is eat real food.
The business version of this might be… Let’s say you’re thinking about investing in a company, or even getting a job there – which would provide you with more information about how healthy they are?
A) Reading all the press releases in their website
B) Sitting in their lunch room for 30 minutes, just listening to the conversations around you
Fact is (B) is probably the better way to go. You’d quickly develop a sense of the morale, the spirit of the company that a piece of ‘official’ communication deliberately attempts to hide.
Malcolm Gladwell refers to this in his book “Blink”, where he discusses our remarkable human ability to make snap judgments based on quickly sizing up this sort of organic information. He calls the process of forming accurate first impressions “thin slicing.” “Blink” is a great read and makes many valuable points. John Fox and I talk about this organic cultural factor in our interview.
I’ve defined marketing as ‘helping people who need each other find each other’ and that is best accomplished by clearly and effectively communicating who you are. Which of course requires that you know who you are in the first place.
If you know that and communicate it effectively, you attract not just the right customers, but the right employees, vendors, partners and investors. The consistency and believability of your message is contagious.
One of my early mentors is a guy named John Fox, of Venture Marketing. I interviewed John about his decade of experience consulting with small, growing companies. Also John has graciously provided special access to some of his most useful tools, including a sales process screening document. You can get the MP3 Interview and access to John’s tools at
Enjoy the Interview.
Message 4: The Fire Of Inspiration In A Hum-Drum World
Of all the things you battle against in your fight to grow a prevailing business, perhaps the most cancerous thing of all is mediocrity.
Mediocre writing, mediocre movies, apathetic sales people… often it seems as though excellence is something distant and remote.
Something only for other people.
One of the things I always like to do in August is the Chicago Air and Water Show, because it’s the antithesis of mediocrity. The best fighter and stunt pilots in the world display their chops in front of a million people on the shores of Lake Michigan.
The most impressive feat of all is when the Blue Angels are on, flying hundreds of miles an hour wing to wing, separated by inches. My favorite is when they disappear from the horizon and you’re not sure where they are. Suddenly in the corner of your eye you see a shadow… you turn and look and five screaming jets suddenly streak between skyscrapers over the city behind you, piercing the air with a thunderclap and streaming overhead past the beach. They go into a sudden vertical climb, so high they disappear once
Somehow the sound of those jets and the skill of those pilots shatters the mediocrity and moves me at a deeper level. When the afternoon is over I go
home with a renewed supply of that most precious
of commodities, inspiration.
Some time ago my wife bought me a ticket to a Rush concert for Father’s day. What I expected was a good show. What I got was three hours of scrupulously
rehearsed and flawlessly performed music of the highest order. Watching Neil Peart play those exquisitely complex drum parts, seeing that every millisecond
was planned and executed with precision. The experience is burned in my mind as something far more than a rock concert, but a permanent memory
of the power of pursuing excellence.
If I’ve gotta write sizzling, ultra-persuasive copy, I stick in Dream Theater’s Live At Budokan DVD and crank it up. If the family’s in bed (which they
usually are) then it’s headphones. And the writing
begins in earnest.
Writing copy in a head-banging rock concert? You bet.
Seems awfully strange to most people but… works for me.
The instrumental on “This Present Life” is, I think, the most impressive display of technical musical skill ever in the 50 year history of rock music. Puts my head in a froth that makes the persuasion truly happen.
For those of us who play the marketing game for a living there’s a level of inspiration you get from live events that is simply not possible from books or
emails or teleseminars. My first post-dilbert-cube event was Gary Halbert’s Patches of Light seminar.
It was great to meet and hear Gary. But what turned out to be even more important over time was meeting John Carlton (who has become an important friend and mentor) and Tom Hoobyar (now one of my best friends).
What I remember most about the seminar was how trippy everybody was. “Man, this Halbert guy attracts a strange crowd.”
Yessir, that is correct. I stayed up until the wee, wee hours of the morning talking to all these crazy people in the hotel atrium. I got some Jet Fuel that propelled me further in my quest.
Five years later I’ve been to just about every kind of seminar you can imagine and I don’t necessarily get that huge buzz every time. But I’ll tell you what does produce a giant buzz and a gust of inspiration every time: A private
Why would that be different from all the rest?
Why is it a rock concert for the entrepreneurial mind?
Because you cannot possibly predict what’s going to happen after everybody arrives.
With a seminar there is a certain degree of predictability.
After you’ve been to 20 or 30 of them you grow acclimated.
But when a dozen people are all pursuing excellence in their own sphere and you haven’t seen them in 3-4 months – and you know they’re all executing plans and kicking ass and taking names – there’s no telling what stories you’ll
hear. There are no canned speeches, just raw experience and passion and the Real Game, play by furious play.
At our last Roundtable in Florida it was exhilarating to hear everybody’s stories – men and women from the US, Canada, UK, Austria, Singapore, Australia – who for the most part are top dogs in their markets and continuing to gain ground.
Growing their businesses at rates of 30%, 50%, 100% a year (smaller ones even faster), not content to sit still but enjoying every step of the treacherous, stimulating journey.
Every single person in the room could teach a 2 day seminar in their own right, and every single one contributes their own brand of genius. We go around the room and each member gets a chance to tell what they’ve been up to and what their present challenges are. We beat each others’ brains out and summon each other to new levels of excellence.
If this sounds like an experience you’d like to participate in, I’m presently taking applications. Read more about it at
Meanwhile, in all the rush and frenzy of life, with deadlines and bills and phone calls to return, and kids to drop off at soccer practice; products to develop and email box piled with mediocre messages… don’t forget that you MUST occasionally shut all that out and go get some inspiration.
I don’t know what that source of inspiration is going to be for you, but I know this: You know where to find it.
Carpe Deim. Seize the Day.
Hope these messages inspired you as much as they did me. One of these days, you’ll need a source of inspiration. You know where to find it.