What grabs more attention…
A man walking down the street in a business suit?
Or a naked man walking down the street?
Yes, it’s the naked man… right?
And the same applies when you write ads, sales letters,
No, I’m not talking about showing naked pictures of
I’m talking about being emotionally naked.
And tearing off the “glittering image” shackles, so people
can see the real you.
For instance, I was chatting with a potential prospect the
other day who was talking about another marketing guy
we both know.
He said the thing he liked about him when he met him was
that he showed his failures as well as his successes.
Truth is, having the courage to be authentic gives you a
unique selling proposition in itself.
You stand out amongst a sea of “glittering images” because
you’re willing to be real in your marketing.
There’s the old marketing story of the company that was
going out of business.
He asked the advertising guy, what should I do?
The advertising guy said…
Tell people the truth.
So he did.
He said something along the lines of…
“I’m going out of business. Things are slow. That’s why I’m
offering these bargains.”
And guess what happened?
Sales went through the roof.
Of course, you don’t have to be in a state of desperation for this
But you can tell people the truth about how you started your
You can tell people about the flaws in your product (believe it
or not, this will often make people MORE likely to buy from you)…
You can tell people about your personal struggles…
For instance, before I became a copywriter, I was in sales.
In my first door to door sales job I sucked.
Then I started in telemarketing.
I didn’t make a sale in my first week.
Until I found a coach.
Modelled his approach.
Then sales flowed more easily.
Coaching can make a big difference to your life.
I know that from experience.
So think about what your #1 challenges are right now and
Who already has the qualifications to help me solve this?
Then go out and ask for their help.
I can remember one of my clients from the early days.
He ran a really solid, successful business.
And yet, he was never in a particular hurry.
For instance, when it was time to focus on his phone directory
ad, he would focus on that and nothing else.
I couldn’t even bring anything else to his attention.
Once that was over, he’d move onto the next thing.
And then when it was time to focus on that, he’d focus on that
and nothing else.
I used to think it was a slow way to work.
But the more experience I have generated in business, the more
I’ve began to realise the power of honing in our focus on LESS
instead of more.
And that in many ways…
he was right…
And I was wrong.
Just like the turtle beat the hare in the fairytale… the same often
applies in business.
In fact, I’ve noticed that those who take lots on often don’t get
They certainly don’t have as successful business as this guy.
Success in sales and marketing is as much about HOW you spend
your time as it is about specific tactics and strategies.
Spend it in the wrong areas, and you’ll get very little results.
Spread your energy too thinly and you’ll never do anything well
enough to get results.
At any one time, we need to stop and think:
What should my ONE THING be right now?
And then hone in on that.
Following this, we need to manage our time to get it done, and ensure
we maintain our focus.
Yes, if you’re focused.
You can be slow with your marketing, and achieve more than those running
around like a chicken with their head cut off.