Burnt child syndrome

One of my favorite business books is The E-Myth Revisited by Michael Gerber. At one point, Gerber recalls a former Professor talking about “burnt child syndrome”. This is when a child is simultaneously rewarded and punished for the same behavior. As a result, they have no idea what to expect or how to act. Gerber’s point was that burnt child …

The Mike Ross school of marketing

Have you ever seen the TV program, Suits? In the episode I watched this morning, Mike and Robert Zane tried to persuade a lady called Emma to join a lawsuit. The case was against a company responsible for her husband’s death… but… she was resistant. You see, the last time Mike and Robert visited Emma, they told her to sit …

Top-notch business books nobody ever told you about

Herein lie 7 books you won’t find on many “what I’m reading” lists of marketing gurus. And actually, they’re not even the best business, marketing or copywriting books, per se. They’re just the books I’ve stumbled across and thought to myself, “why has nobody told me about this before?” And which I think should be on your reading list. Okay, …

Pro marketer gets duped by copywriter

Let’s talk about dodgy copywriters. Once upon a time, a very well-known and respected marketer decided to hire a copywriter. It seemed like the guy knew his stuff. He talked a good game and came across well. So, off trundled Mr. Copywriter, $15,000 in the bank, to work on the project. Then one day, a few weeks later, he submitted …

Why copy is the least important factor in direct marketing promotions

Gary Halbert — one of the greatest marketing minds of our time — used to tell a story from his time teaching advertising to college students. The Prince of Print would ask each of his students: “If you and I both owned a hamburger stand and we were in a contest to see who could sell the most hamburgers, what …

Claim your ticket to marketing fame and fortune

A friend of mine gets stopped in the street almost every day. Strangers corner her for a chat. Is she a celebrity? Well, sort of. But not in the conventional sense. She’s not a movie star. She’s not a sports person. And she’s not a musician. In fact, the only reason she gets stopped in the street is that… She …

The greatest advantage in business

The late great Gary Halbert created advertising that brought in millions and got very little argument when he referred to himself as the best copywriter alive. In fact, Halbert even published a newsletter entitled, “Why I Am The Best Copywriter Alive”… … and you can only make a statement like that (and get away with it) if it’s true. In that very …

Best advice I ever received

In July 2016, I had a brilliant idea. Or so I thought! I wanted to create a course for Radiographers (my profession at the time). Here’s the short version: When you have an x-ray, the Radiographer tries to get you in a position that will produce a good image. In challenging cases—when patients are in pain, throwing up, or had …

How to increase the value of your product or service

Monday, 2.15 pm July 30th, 2018 I’m no Stephen Hawking, but I like to think I’m intelligent enough to not get confused by a sandwich shop. Apparently not. See, from the moment I walked through a sandwich shop door this lunchtime, I felt like a rabbit caught in headlights. There were 5 different types of bread… 30+ fillings… 20+ salad options… …

Stupid simple way to grow your business online

Here’s some advice from one of the “founding fathers” of internet marketing, Ken McCarthy. The guy pioneered many of the strategies used by online marketers today. And this particular method stuck in my mind because of its sheer simplicity. Here it is, a simple (perhaps the simplest) way to grow your business online… 1. Send traffic to an opt-in page. 2. Relentlessly …