Posted by Scott Bywater in advertising, marketing May 21st, 2015 | No Comments »

You probably think you’re a rational person…

Just like I used to think I was a rational person too.

But recently I’ve realized I’m actually quite irrational.

While I’m a control freak at work, I possess self-discipline and I’m also strict with my time…

At home I’m the complete opposite and drive my wife crazy because of silly things like leaving towels on the floor for three days… and not even noticing them.

That’s irrational behavior.

But here’s an even better example of irrational behavior from Dan Ariely’s excellent book, “Predictably Irrational”.

“Researchers offered a group of students a Lindt Truffle for twenty six cents and a Hershey’s Kiss for one cent and then observed buying behavior. They found that about 50% of participants went for the Kiss, while 50% chose the Lindt Truffle. ”

But here’s what happened when researchers dropped the price of both chocolates by one cent…

“Suddenly 90% of the students took the free Kiss, even though the relative price between the two was still the same.

Researchers also ran tests in which they lowered the price from two cents to one cent to see if it increased demand for the Kiss, but it didn’t. They ran other tests where they lowered the price from free to negative one cent but they still didn’t see any changes in buying behavior.”

Now you have to admit that’s weird.

It’s also a testament to the power of “free.”

So what’s this got to do with marketing?

Well, more often than not marketing rationally to prospects is a path to failure.

And being rational and “assuming” you know the logical answers to what people want is foolish.

Because from experience, the things you’re certain will elicit a strong response… are often way off the mark.


Well, the most important thing is the market’s opinion, not yours.

And sometimes your opinion and the markets opinion will be polar opposites.

You can be stunned at what the “real truth” is.

But a good way to avoid this guesswork is to use a formula that’s proven to work on a consistent basis.

And you can achieve this in your business by taking advantage of my exact step-by-step process to creating winning ads and sales letters at

Posted by Scott Bywater in Email Marketing Apr 10th, 2015 | No Comments »

It’s easy to get impressed when somebody tells you about their
super-sized email list…

But are they all they are cracked up to be?

Or are they overrated?

Well, it depends…

You see, I recently did a JV with someone who has an email
list of over 231,000…

But just 454 clicked.

Truth is, someone with a WAY smaller list that was HOT and
QUALITY would have done way better.

One of the keys here is keeping your list qualified…

And not damaging your good subscribers with bad ones.

What do I mean by that?


When someone first joins your email list they are at their
most qualified.

But over time, their interest naturally wanes.

Until they stop opening.

And if they stop opening, they sabotage all the rest of
your subscribers because if your open and click rate is


Gmail and co. look at you and say “this guy is no good”

So how do you overcome this?

I show you what to do on page 13 of this month’s More
Time at the Beach Newsletter.

Posted by Scott Bywater in Email Marketing Apr 9th, 2015 | No Comments »

Have you ever met someone who likes football or something.

And they just won’t stop talking about it.

It’s like every conversation is about football, football, football.

Or fishing, fishing, fishing.

Or the Desperate housewives, housewives, housewives.

Pretty soon you get bored of it, right.

They drive you crazy.

And you don’t want to hang out with them anymore.

Well, guess what?

A LOT of people are doing this with their email lists.

And it’s costing them in a major way.

Because when you BORE people, they stop listening.

So how do you change this?

It’s simple.

You learn to “put your feelers” out…

So you might talk about football for a bit, and see if
the person you’re chatting to “bites.”

If they do…

If you’re on the same wavelength…

You continue down that alley-way.

But if they don’t.

You shift gears.

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