Email Prospecting: Mining for Gold on the Internet (a.k.a., The Hitler Letter)

This article is verrrrrrrryyyyyyyyy looooonnnnnggggg.
But it's probably the best article I've ever written.

If you skip any of it, it won't make sense.
There. I've warned you.

It was prompted by a load of questions sent by my colleagues on a writer's forum.

We'd been discussing email marketing and I offered some past experience.

I also included links to two other articles that I wrote for The Spotlight! two months ago on this topic:
Part I
Part II

Then, a membership marketing site to which I belong unearthed this topic in a series of threads and I thought, hmmmmm, better start digging a bit deeper into this topic.

Then the emails started flooding in.
The cyber-levee breached.

My in-box literally runneth(ed) over with questions by fellow scribes who, as one so eloquently put it, "would rather have a root-canal without anesthesia than do any more cold-calling."

(Blush...I actually wrote that in my first article on the topic. Feels good to be quoted! :D )

Another said, "I guess I should stick with cold-calling but it still makes me feel like someone is removing the top of my head with a tile grinder."

(I wish I'd written that.)

=So, What Is One To Do?=

I have long been a proponent of warm calling. I define warm calling as a call placed to someone who has already expressed interest in hearing from me.

All of you reading this have expressed that interest in one fashion or another.
I didn't send this email to you by accident, now did I?

Making a telephone call to someone who's expressed an interest in hearing from me is much easier and less like a root canalthan calling someone and saying, "Hi, My name is Barry and...." it just makes more sense to me to call people who respond with, "Oh, Hi Barry, thanks for calling back," rather than those who say,"Barry who?"

=Email as a Heat Source=

So the question remains: How do we warm all those cold-call targets up to become warm call candidates?

Though you may choose to do this is any number of ways, direct mail, postcards, billboards, commercials during the Superbowl, etc., however, my preferred method is email.
(Definitely easier on the budget than a Superbowl commercial.)

I figure that most of my clients spend a good deal of time in front of their computers.
Therefore, I'll get them where they live.

If you haven't read the first two articles, you really should.

You're missing some of the fundamentals that, from this point on, I'm assuming you know.
So, go a head and click below to read those articles.I'll wait.

(Insert music from Final Jeopardy here)

Here they are...again:
Part I
Part II

=Now That You're Officially 'Well-Red' =
(Some of you will get that lame joke)

Finally, we get to the meat of this article and the core of the questions upon which I've been asked to elaborate.

They are:
1. What's the secret to that first email?
2. What did you put in your email to warm up the contact?
3. Are you married? (Oh, sorry, that's from another list...)
4. How did you target your initial list?
5. What do I put in my first email?
6. Did you rent a list?
7. Will you write my email for me?
8. Are you really addicted to Starbucks? (Me?)
9. Where did you find your prospects?
10. I'm a generalist, where would I find email addresses?
It's easy to see the pattern surfacing here.
Most of the questions I received (represented by this sample of ten) are about two main issues.
1. What's the secret to that first email?
2. Where do I find my list?

I'll answer those two issues in reverse order.

=The Primacy of the List=

Targeting your list is almost as important as what you place in your email message.
If you're targeting hospital marketing personnel (as I did), you'll certainly need to spend time digging around for the email addresses of California hospital marketing personnel (as I also did).

If you're target market is the legal profession, then you need to begin burrowing in the appropriate legal databases that exist.

There is a marketing association for almost every industry and I've found that contacting those associations to be invaluable in locating additional collections of names, web site addresses, and phone numbers.

A great number of business databases are available to anyone and can be found at your local library. The library in Aptos, where I live on the coast of California, is small and doesn't house many titles.

But via the Internet, I have access to numerous databases from which I can cull names and numbers. I can tap into the library's subscription to business databases that cover nearly every industry.

Still, I'm not interested in every industry.
I would imagine that the same is true for you.

=Back To School Night=

Here's an assignment. Years ago when I was in academia, I gave my communications students an assignment. It required them to go to a local library and ask for the Reference Librarian (RL).
They were also required to answer some questions, but I'll stop just short of there.

Go to your local library, a university library if you can, and ask to see the RL.
With rare exception, he/she will be delighted to share his/her knowledge with you.

Tell them that you want to find email addresses and web site addresses for companies in your target market. Then sit back and watch their eyes light up!

They thrive on things like this. They're like a kid in a video gamestore, or, Barry during the Starbucks Annual Brewing Sale (There's your answer to #8 above)!

The kicker here is that this service is free, the information is free, and you gain a very smart ally for future searches at the library.

This means that you DO have to get out of the house and actually talk to somebody.
I know how comfy we can become in our isolated little kingdoms.

We think that as long as we have our high-speed Internet hook-up and our java, we don't need the rest of the world.

Trust me, go to the library. You'll be sooooooooo glad you did. Then go to Starbucks to celebrate your new found source of information and buy me a pound of Italian, or the new Papua New Guinea blend, or....oh, sorry about that.

So, the list...it's vitally important. The library is your first stop. Second to that is the good old yellow pages (YP). Totally underrated. It's also free. And many companies, probably some in your target market, list their email addresses.

Using the YP, I sometimes will call to verify a contact name or ask who I'd email for such and such. It doesn't count...as a coldcall...because I'm not trying to sell them or shoot the you-know-what.

=Caution: Fragile Contents=

What you decide to put inside your email is the second crucial portion of your email campaign.
It's got to be perfect. It's got to be client-centered.It has to contain NOTHING about you...at least not at first.

My Soapbox: Far too many web sites, email campaigns, even direct mail campaign pieces try to make the sale with the first impression. They do this by boasting about themselves.

Instead of leading to the conversion of cold-lead-to-warm-contact, it leads to instant rejection. No one wants to be sold on the first try. I don't and neither do you.

Instead, you should be spending your time and your space connecting with the potential client / visitor.

So, here's the recipe for your email:

1. Name--You must know who you're targeting.
If all you have is info@yada-yada.com, it's better to get on the phone and find out who actually gets the info@yada-yada.com email messages. Even though you might think, "Gee, they will probably think of this as spam..." they won't. Business-to-business email is perfectly acceptable and results in the majority of business for the Internet marketer. By prospecting via email, that's what you've become. Do it well and you'll be proud of that title. But, to be effective, your email must be addressed to the right person.

2. First sentence--This is crucial.
You have about 7.482 seconds before they hit the delete button, so you've got to make it count.

"Dear Adolf,

Not wanting to interrupt your busy day as Fuhrer with anunsolicited phone call, I thought to send you this brief email to inquire...."

• Name? Check.
• Courteous? Check.
• Acknowledgement of their busy-ness? Check.

3. Why you're writing
Here you must come right to the point with a painful issue that you already know (from your exhaustive research into their demographic and psychographic) they experience. No need for a laundry list of issues; you'll lose them for sure. Focus on one.

"I'm contacting you today to see if your German Shepherd's current dog-walker is as caring and thoughtful as an aging Shepherd deserves?"

• Identify the painful issue? Check.
• Got the prospect thinking about the problem? Check.

4. Interest mining
Here, you've got to get the prospect to go further into their problem so that, in this brief email, they get that they have a problem. This is also a crucial step. Blow it here, and you'll lose them. Ease them into the message.

"I know that my aging Shepherd, if cooped up in an underground bunker in the middle of a war, needed to stretch her arthritic joints and breath some fresh air, I'd want a patient, experienced, Goose-stepping Shepherd walker for the job."

5. Call to action
Every offer has a CTA. In this case, the desired action is some sort of feedback. We're not asking them to whip out their Visa card; we'd love an immediate email saying, "YES, Please sell me someszhing!" But in reality, we'll settle for a "hmmmmm, OK, I'm curious." response. A response is all we need to convert this cold email contact into a warm phone conversation.

"As a Freelance German Shepherd Dog-Walker, I've been tending to the needs of aging shepherd's since 1996 with my trademark Doggie-Mozart approach. If I can be of any service to you during these difficult times when walking poor Blondi is such a risk, I invite you contact me at..."

• Mention my experience ever-so-briefly? Check.
• Personalize the message if possible? Check.
• Provide an incentive to call? Check.

6. Contact Close
I call this section a CC because like its cousin, the complimentary close, it draws your email to an end while providing the subtle incentive your reader needs to contact you. You're making it easy on them by providing this comprehensive information.

"At your service,Wilhelm T. Kaiser, Certified Shepherd Fitness Specialist 800-555-5555mailto:BigWillie@Shepherd-Walking.com http://shepherd-walking.com/ "

7. Postscript.
Yes, you need a postscript. It's both expected and effective. Dangling a really cool carrot in front of them with an enticing postscript just might do the trick and prompt a response. The PS is a tested tool in direct-response copywriting. Can you afford to ignore it? It's an opportunity to remind them of the painful issue, the solution to that issue, and, when carefully crafted, allows them to associate you with that solution.

"P.S. Adolf, I really care about Blondi's ability to meet the dawning of the Third Reich at your side. Imagine her standing proudly at your side while all of Germany rises with new world order. I can help you make that happen. 800-555-5555."

=An Explanation=

Recently my son Justin had to compile a sizeable report on Adolf Hitler. Together, we read four books and interviewed a WWII survivor. He's in the 4th grade and produced a written report, an oral presentation, a slide show, and a interview transcript.

I'm so steeped in Hitler-lore at the moment; I had a bit of trouble disassociating myself from the subject as I wrote this article.

Just so you don't think I'm a Nazi or anything....

=Final Thoughts=

Mining the Internet for warm leads can be done effectively. As you've learned, to gain impressive and lasting results, you must first dig in the dirt.

You must do the hard work of mining the raw ore from the earth before you begin to uncover gold. Laying a foundation in solid research into your target market is the first step.

Follow that up with a good email message that accomplishes its mission. Spend a lot of time getting it right. If you send it off too soon, your minimal results will be your evidence. You'll come off as ill-prepared and naive.

Follow-up via phone is covered in my original two-part article.
If I were you, I print them all out and put them in a binder to read all together.

(There's no extra-charge for this!) ;-)

If you need a professionally written email campaign, I'm available.
There is a fee for that! (Answer to #7)

And the answer to #3? Not any more.
:-)

Thanks for Reading,

Barry

Expert Marketing: The Single-Most Paralyzing Barrier to Becoming an Expert

"An expert is someone who knows some of the worst mistakes that can be made in their subject, and how to avoid them."
--Werner Heisenberg, 1901-76 in Physics and Beyond

In last weeks issue, we spoke about the benefits of marketing ourselves as Experts. We also reviewed this important concept:

The Second Law of Magnetic Business Communication...
People hire experts, not _______s (insert your profession).

It's a fact.

If your clients are looking for assistance with an issue and they call you,
it's because they perceive you as an expert.

They aren't interested in hiring you per se.
They're interested in renting your expertise.

-------------------------------
Barry's Hierarchy of Expertise
-------------------------------

In last week's issue I introduced the concept of the Expertise Hierarchy.
Here it is the discussion I presented:

"Do you recall Abraham Maslow's 'Hierarchy of Needs' from Psych 101? Maslow postulated that in order for humans to reach our fullest potential, we must satisfy increasingly complex levels of needs.

His diagram to represent these needs resembled a pyramid with Physiological Needs as the foundation.

Imagine a similar equilateral triangle with the base on the bottom. This triangle has five layers. From top-to-bottom, they are:

Expertise, Correction, Organization, Knowledge, Passion.

I call this Barry's Hierarchy of Expertise and, similar to Maslow's, you must satisfy the most basic levels before progressing towards the next. The result culminates with the attainment of expertise in your chosen field.

Before we are able to call ourselves an expert, we must satisfy the requirements in each level:

Level1: PASSION Passion is the foundation for all expertise; without it you will find difficulty at each succeeding level. It's the common denominator is all successful ventures. Discover what it is you're passionate about and latch on to it.

Level 2: KNOWLEDGE When you're passionate about something, you read as much you can about it; you become an evangelist for your topic; it consumes you; perhaps you bore even your family because every conversation comes back to that one central topic. The pursuit and acquisition of knowledge about that which you are passionate is critical.

Level 3: ORGANIZATION As you acquire more knowledge, you begin to formulate a system, a set of techniques or principles. The passion that led to your knowledge bank is organized into relatable packages of information. Crucial to this level is the actual structure of your information. As we stated at the top of this edition, the manner in which organize your information will define you as an expert.

Level 4: CORRECTION As you organize your information packages and put them in operation, eventually problem occur; unknown variables appear that must be identified and resolved. This stage can be lengthy but once all the issues are resolved and your organized knowledge base is error free, you enter...

Level 5: EXPERTISE Your knowledge is tested; you've worked through each exception and overcome every barrier. You are now ready to take this knowledge to the world; you own it. Those to whom you pass it will reasonable expect that they will achieve similar results."

------------------
Why Review This?
------------------

Because this week I want to talk about the single most most paralyzing barrier to becoming an expert. It builds on the understanding of this hierarchy.

This barrier will crumble when we look at the hierarchy.

Before progressing to a blueprint for achieving "Expert" status, this one barrier must be overcome.

==============================================
The Single Most Paralyzing Barrier to Becoming an Expert
==============================================

What is it?

"Giving yourself permission."

You may be thinking, "That's it?"

Believe me, that's enough.

The most paralyzing barrier we will ever face is giving ourselves permission to do, to act, to say, to be anything other than what our internal critic holds as truth.

It is a much tougher opponent than a resistant sales prospect or mapping out a strategy for marketing to a new market segment. Without the internal permission to go forward on any task, we stagnate and accomplish nothing.

Think about something that you've been meaning to accomplish and then honestly and privately answer these questions:

• Why haven't I done it?

• What does my ego say to me when I think about getting started?

• What is really holding me back from doing this task?

The truth undoubtedly lies in the realm of self-permission.

-------------
Why is that?
--------------

For some, the reason involves waiting.

Waiting to earn a degree; waiting for approval from others, waiting for someone to walk up to us and say, "Hey, you're an expert!"

That won't ever happen.

For others, the problem may be a lack of confidence.

Telling yourself that you're not qualified to wear the Expert badge is self sabotage. It will keep you mired in the muck of self-pity.

So how do we overcome this paralyzing barrier?

------------------------
Hierarchy v. Barrier
------------------------

As I mentioned before, when we look at the Expertise Hierarchy the barriers that seem insurmountable will crumble.

Here's how and why.

Barrier: Waiting

Consider the person above who is waiting for the degree, a certification, or approval from others before adopting the title of Expert.

When we check the Hierarchy, we see that the foundation for expertise is PASSION.

Solution: Check Your PASSION

If you feel you need to wait for something before calling yourself an expert then perhaps you should check your level of PASSION regarding your topic. You must to absolutely passionate about something before you can acquire knowledge about it. If the passion is missing, then there is no fuel for the knowledge-seeking engine.

Taking the time identify your passion, will naturally eliminate the need to wait for anything. When you touch passion, you literally burst out of the gate with enthusiasm.

Barrier: Confidence

How about the person who possesses a definite passion for their subject but doesn't feel she's confident enough to call herself an expert?

Solution: Check Your KNOWLEDGE

If you're passionate about your subject, you're going to acquire KNOWLEDGE about it. In order to feel confident, you must delve deeply into your subject. You must seek out the existing experts in the field and read what they've said. A deep and thorough KNOWLEDGE base is the key to instilling confidence in your quest for expertise.

------------------------
What Do I Do Now?
------------------------

Here's my suggestions for going forward:

1. Accept that you are already an Expert. If you've been hired by even one
   client; if you've been quoted by the media; if you know more about your topic than your target-market; if you've done what you're teaching others to do...Guess what? You're already being perceived as an expert.

2. Check your position in the Expertise Hierarchy. Where are you? Is there more KNOWLEDGE you need to acquire? Have you spent enough time developing your ORGANIZATION? Have you tested your principles and entered the CORRECTION phase? Identifying your position on the Hierarchy will dissolve the barriers that the ego insists are impregnable.

3. Locate and subscribe to three ezines or newsletters from "Experts" in your field.
   A colleague of mine says that he only subscribes to these publications that resonate with him. I think with is wise advice, but I'd also encourage you to subscribe to those in your field for whom your respect may not be fully developed. Their information may help to hone your own ORGANIZATION of
   the KNOWLEDGE about which you are PASSIONate!

Thanks for reading,

Barry

(c) 2005 Barry W. Morris & Magnetic Communications

The Most Powerful Marketing Tool on the Planet

The Story:
The Most Powerful Marketing Tool on the Planet

What's the most memorable novel you're read in
the past year?

Saturday, by Ian McEwan? 
Mary, Mary, by James Patterson?

The latest bodice-ripper from Nora Roberts?
(I know, she doesn't really write bodice rippers,
but I love that phrase...)

============
My Choice
============
For me, it's Dan Brown's The Da Vinci Code.

I'm reading it again as we speak.

Why would I read it again if I already know how it ends?

Because it's the best story I've read in a long time.

A good story keeps me reading.
A lousy one puts me to sleep.

And I've read my share of sleep-inducing novels.
(I've even written a couple.)   ;-) 

====================
The Power of Story
====================
A story can be the most powerful marketing tool
you might ever need.

As a freelancer or solo-professional, your
stories are known as case studies.

Case Studies showcase how well you do what you do.

Just as a good novel keeps a reader, well..reading,
a quality, well-presented case study will keep your web visitors,
newsletter subscribers, or sales presentation audience riveted to
your marketing message.

========================
Creating Your Bestseller
========================
How do you write a bestselling case study?

Like this:

1. Come up with the name of your most satisfied client.

2. List the problems the client had prior to contacting you.

3. Identify the measurable results you provided for the client.

4. Now obtain a testimonial from the client (if you haven't already).

=================================
A Beginning, a Middle, & an End
=================================
Just like a good novel, a business case study should be divided into
a beginning, a middle, and an end.

Beginning:
1. List the client by name (if possible) and their industry.

2. Talk about the specific challenge, problem, or need your client
  faced prior to calling you for help.

Middle:
1. Talk about how you approached the problem, need, or challenge.

2. Talk about how you were positioned to solve this problem.

3. Talk in detail about the solutions or steps you recommended to
  your client.

End:
1. Discuss the outcome or results of the steps and solutions
  you recommended.

2. Talk about how these outcomes were measured.

3. Include a testimonial from your client at this point in the
  case study.

4. Finally talk briefly to the reader who is not yet a client.
  Reinforce how you were able to provide these results.  Talk about
  how you can solve their problems, challenges, or needs as well.

5. Provide the contact information for potential clients.

==============
Final Thoughts
==============
A good story is memorable.
It's easily passed on or recommended to others.

In creating your case studies, strive to create rich, detail laden
word-pictures that reach out and grab your reader.

Do this and chances are that people will be talking about your
story...and, after all, this is what you want in the first place.

Thanks for reading,

Barry

P.S. As always, you can shoot me a response, a criticism,
  even a compliment  ;-)  here: Barry@BarryMorris.com

============================
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============================

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In two working sessions she will work with you through exploration
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==============================
That's it for this issue of The Spotlight.

Next week's topic will focus on the preparation
necessary for attracting the spotlight to your
solo professional practice or freelance business.

Thanks for reading,

P.S. As always, you can shoot me a response, a criticism, even a compliment ;-) here:
Barry@BarryMorris.com

The Real Value of Customer Service

Tongues Wagging:
The Real Value of Customer Service

My hand trembled slightly as I reached for the phone.
It was a call I wanted to avoid.

I shifted in my chair.
I thought of a hundred other things to do.

I picked up the phone and pushed buttons anyway.

==============
Let Me Explain
==============
Justin, my nine-year old son, received a Canon digital
camera from his grandparents over the holidays.

He's a natural with a camera.
He takes better photos than I do.

When he opened their gift a few days after Christmas,
his eyes became wide and his smile reached from ear to ear.

He was thrilled.

==========
The Defect
==========
After taking a few photos and importing them into the laptop,
it became evident that his new camera was defective.

The pictures were lined in horizontal strata.
Each picture looked like a jigsaw puzzle.

Something was wrong.

===========================
Never Buy: As Is Merchandise
===========================
When I called my father and told him of the problems with
the camera, he hesitated.

I could hear his shifting from one foot to the other.
Shift. Pause. Shift.

I finally asked him if there was a reason why he couldn't
return it?

The he told me the whole story.

The camera was a display model; the last one
available.

It had all the bells and whistles that he wanted
Justin to have at his fingertips.

And it was a good deal too!

But, it was obviously defective.
My father, without question, would take care of it.

===============================================
Office Megastore: A Nightmare Waiting to Happen
===============================================
I could picture it in my head.
I'd had the experience a hundred times.

My dad was doomed even before he left the driveway.

He'd walk in and explain the defective camera to
some part-time college student who thought "the rules"
were equivalent to the Ten Commandments and he'd refuse to
take back the camera.

I was prepared for the worst.

A few days later, I got the call.
It was my dad.

He'd been to the Office Megastore and he had some news.
He'd taken the camera back. He'd supplied the receipt and
even demonstrated how the all the pictures were doing
the horizontal mambo.

I was prepared for the worst.
I knew it was a hopeless venture.

How would I break the news to Justin?

=====================
The Nightmare Unfolds
=====================
So what did the rule-spewing megastore employee do
about the problem? (keep reading...)

-------------Audio Promo --------------------------
LET ME GIVE YOU MY JANUARY TELECLASS...FREE!
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---------------------------------------------------

=====================
The Nightmare Unfolds, cont.
=====================
She looked at the camera. She took a few photos.
She saw the horizontal strata.

She looked at the receipt and circled the expired return
date in red ink.

Then she looked at father in the eyes, took a deep breath and
then she did the unthinkable.

The broke the rules.
That's right. :-)

Not only did she overlook the expired return date,
but she replaced with camera with a better one.

More mega-pixels, more memory, more bang for his buck(s).
She broke the rules for a reason.

In my father's words: "She didn't have to do that.
But because she did, I'll return to that store and
buy from her again."

=====================================
The Value of Creating Wagging Tongues
=====================================
When was the last time one of your client's wagged his
tongue about your customer service?

Do you go out of your way to make things right
for your clients?

When we do, wagging tongues result.
Wagging tongues belong to what Ken Blanchard calls
"Raving Fans."

A raving fan is a client, so happy with our services,
that they can't help but talk about us to their associates,
their friends, their grandmothers.

That kind of attention is priceless.

Start breaking your heart-felt rules and give every client
the level of customer service that they'll feel obligated
to wag their tongues for you at every opportunity.

And that's the real value of customer service.
It creates wagging tongues.

====================
A Double Edged Sword
====================
But it can cut both ways.
Poor customer service will also contribute to
tongue wagging.

Like this example...

Years ago I drove my kids through a Carl's Jr.
drive through restaurant.

(Yes, drive-through..I refuse to spell it T-h-r-u.
Maybe this is the reason behind this example?)

I ordered.
I spoke clearly into the microphone.
I drove forward.

My order was completely wrong.
No! Really? That never happens.

Dead wrong.
I drove around and parked (which defeated the purpose
of the drive through) and asked to see the manager.

I did this because the person stationed at the drive-
through window spoke no English at all. (Did I really think
we'd receive an error free order?)

When I questioned the *wisdom* of placing someone at the
drive-through who didn't speak English and how it
unwittingly contributed to my grossly incorrect order.

The response I received from the *Manager*, was to explain
how he couldn't find enough people to fill the positions
whose first language was English.

I responded that I didn't care about his issues. I cared
that my order was correctly charged at the register and
the contents of the bag reflected the accuracy of
the transaction.

He placed his hands on his hips and said: "Well Sir, you
can always go to McDonalds."

I did. I drove my hungry children to the golden
arches immediately.

Do you think my tongue wagged for a week?
Oh yeah.

==============
Final Thoughts
==============
Customer service makes tongues wag.

It's totally within our control how complimentary
the comments formed by those tongues will be.

Here's an article that I believe goes a long way
in demonstrating a correct response to a customer
complaint.

It's the infamous Burger King article.
Hmm, is there a trend here?
http://barrymorris.com/Botched_Burger_King.pdf

Thanks for reading,

Barry

P.S. As always, you can shoot me a response, a criticism,
even a compliment ;-) here: Barry@BarryMorris.com

What I Learned About Marketing from a Homeless Veteran

Homeless Vet Needs Help:
What I Learned About Marketing from a Homeless Veteran

"Know your message."

"Keep showing up."

"Repeat what works."

"Gratitude drives repeat business."

                         --Jim
                          Capital Avenue &
                          Landess Blvd., San Jose 

========================================
Four Marketing Lessons from a Homeless Veteran
========================================
Near my parent's home in San Jose, California there is a
major intersection near a private college where I used to
work as Dean.

I've driven through this intersection hundreds of times
and have sometimes interacted with the homeless man who
works it.

We've all experienced the scenario: A homeless person is
stationed at an intersection on the island near the left
turn lane holding a sign.

The sign is made a of cardboard, and displays a message
that either requests food, money, or another form of help.

Most of us have given in to these simple requests from time
to time and handed over cash, fast food, or our own lunch
for the day.

At other times, we've avoided making eye contact, perhaps
offering up a prayer of provision for the lonely soul instead.

Today, however, I was immediately struck by several themes
as I passed by the man working this particular intersection.

It happened instantaneously and I was so overpowered by
the incident that I pulled over soon after to jot them
down. They form the basis of this article.

What I realized was that this man (I'll call him Jim)
worked harder at his "job" than I sometimes do at my business.

He's mastered some basic marketing skills that a lot of us
solo business owners need to be reminded of on occasion.

The Four Marketing Lessons I Learned From a Homeless Veteran
--------------------------------
Lesson 1: Know Your Message.
--------------------------------
Jim's message is simple and straightforward.
And it leaves little doubt about his expectation for
audience response.

"Homeless Vet Needs Help."

It demonstrates the simplicity of a marketing meme.

A marketing meme (pronounced: meem), is what we all strive
for in our core marketing message.

It short, simple, and to the point.
It aids our target market in remembering who we are,
what we do, and how we do it.

Jim's meme appeals to the emotion of his audience.
He understands the power of the emotional headline,
"Homeless Vet Needs Help."

I wonder if he realizes the impact of the words
he chose? Or did he just get lucky?

-----------------------------
Lesson 2: Keep Showing Up.
-----------------------------
Jim is at this intersection every day.
He's a known entity.

I've come to associate this intersection with
his presence.

One day I drove through and didn't see him.
It was then that I realized that I was looking for him.
I wondered what time he left, where he lived, slept, etc.

Jim's lesson to us here is that no matter what, we need
to keep reminding our audience that we're here.

They forget about us.
Believe it or not, they don't wake up thinking about us.

"Unbelievable!," says my ego and yours. But it's true.

And though some members of our target market will state
otherwise (and do so my unsubscribing to our newsletter),
they really do want to hear from us.

Yes, they are barraged each day by hundreds of emails,
countless offers in the mail, and occasional door-to-door
vacuum cleaner salespeople, but...

They still need a reminder that we alone can solve the
problems that they experience in their business or in
their life.

I wonder if Jim understands the power is his
consistency? That because of it, he's become a brand?

Does he know that I, and perhaps hundreds of others,
now look for him every time we drive through this
intersection?

-------------*Audio Promo* ------------------------
*TIME IS RUNNING OUR TO GET MY JANUARY TELECLASS
..FREE-OF-CHARGE!*
Details: http://BarryMorris.com/audio_promo_jan.htm
---------------------------------------------------

--------------------------------
Lesson 3: Repeat What Works.
--------------------------------
Jim does the same thing a hundred times a day.
He waits until the left turn lane is about six cars
deep and then begins walking the island.

He holds his sign, looks a bit downcast, making only
momentary eye contact with each driver.

When a window slides down or a driver sounds her horn,
he is quick to appear and accept her generosity with
gratitude and a smile that allows her to see his blue eyes.

Now that she's seen his eyes, he's no longer just a
homeless person. He's simply a person.

That's his thing and he does it over and over.

My thing is simple: I remain open to marketing lessons
that I encounter in books, online content, and life
experiences (like meeting Jim), and think about how they
impact the solo professional or freelancer.

Then I write about it and send it to all of you.
I do this each week.

So do you.
You focus on what you do best, and keep doing it...
right?

I wonder if Jim considers the simplicity of
his method? I wonder if he evaluates his progress
on a mental spreadsheet?

---------------------------------------------
Lesson 4: Gratitude Drives Repeat Business.
---------------------------------------------
Jim is genuinely grateful for the donations
of his customers. He doesn't fail to say,
"Thank you so much! God bless you, Sir."

Jim's gratitude makes me want to donate to him.
Sometimes, I give to him because I want my nine
year-old to know that compassion is an action and not
just a feeling.

But at other times, I feel like perhaps Jim is taking
advantage of me. I wonder why he isn't working.

Then I remind myself that he 'is' working.
And that Jim, at times, is better at marketing his
business than I am.

---------------
Final Thoughts
---------------
Jim is a really nice guy. I've spoken with him and I know
that his "job" isn't one of his choosing.

I'm not sure of his entire story, but one thing I
do know. Whether Jim realizes it or not, he taught me
some valuable lessons.

For that, I'm grateful.

Regardless of what you feel about homelessness, vagrancy,
and the audacity v. embarrassment factor of begging for
your sustenance, I think we can all agree that some of
the most visible practitioners of this trade do a better
job of marketing than we do.

Thanks for reading,



P.S. As always, you can shoot me a response, a criticism,
even a compliment ;-) here: Barry@BarryMorris.com

Cold Emails Make for Warm Calling - Part II

The Double Whammy:
Cold Emails Make for Warm Calling - Part II

---------------------------------------------
HOW TO GET IT FREE - WINNERS ANNOUNCED!
---------------------------------------------
Last week I gave away two packages of my INSANITY
AUDIO Program. The Two-for-One Deal!

Here are the two winners, each of whom correctly responded
to the quiz question in last week's issue.

The answer was 1.33%.
Thank you, Alex Trebek.

Congratulations PST Zone Winner!

Phil Johnson of Roadside Attraction
www.RoadsideAttraction.com
-------------------------------------------------------
Phil Johnson is on an artistic mission to show you that
life isn't that serious and others are way more screwed
up than you. In merging music and comedy with his band
Roadside Attraction, Phil drags you out of your comfort
zone of stress and anxiety and back to life’s fun side.
-------------------------------------------------------

Congratulations EST Zone Winner!

Lyle T. Lachmuth - The Unsticking Coach
www.CreativeCareersUnleashed.com
--------------------------------------------------------------
Lyle T. Lachmuth works with creative professionals who are
blocked from fully expressing their gifts. A professional
coach for more than 15 years, Lyle is an eclectic professional
who draws on personal experiences and learnings from business,
psychology, and spirituality to help creative professionals
shift their lives from surviving to thriving.
--------------------------------------------------------------

Congratulations Phil and Lyle.
And thanks for reading!

----------------------
No Quiz This Week :(
----------------------

**This Week's Article**
=====================================================
Cold Call-O-Phobia: Cold Emails Make For Warm Calling
Part II - The Secret of the Follow Up
=====================================================
Last week, in Part I of this series of articles, I
related an experience that involved sending out what I called
"Cold Emails" in order to warm up prospects for a later phone
contact.

It prompted a few responses from readers who also have experience
in the trenches of cold calling.

This quote is from one of last week's Free Insanity Sale
Winners, Phil Johnson of Roadside Attraction:

"You're right on that. I have to do a lot of "cold calling"
myself digging up new fans in new cities. And a question is
always much easier than a presentation. Recently I just started
asking targeted prospects on the street if they knew anything
about the venue I was playing down the street. After letting
them talk for a bit they'd ask why I wanted to know and we
we're off and running. :)

Phil Johnson
Roadside Attraction
www.RoadsideAttraction.com  

I also receive this comment from the other Insanity Sale Winner,
Lyle T. Lachmuth - The Unsticking Coach:

"Barry, you are a funny, funny man. You must have had your
patients in stiches!"

Lyle T. Lachmuth
The Unsticking Coach
www.CreativeCareersUnleashed.com 

OK, I'll admit that Lyle's comment was just shameless
promotion. :-) So sue me.

This rest of this article focuses on what to do next in
order to capitalize on the positive responses to those
cold emails.

--------------------------------
Don't Let the Warmth Freeze Over
--------------------------------
You've sent out your email messages to a focused list of
contacts. You sat back in your chair and waited for a
response.

You were pleasantly surprised when you received a lot of
positive interest to your emails.

So now what do you do?
Your next step is crucial to the success of your insanely
clever email marketing campaign.

And you've got to do it quickly or else those warm leads
will cool down and then you're back where you started from.

The secret is in the follow-up.

------------------------
The Beauty of Follow Up
------------------------
One of my heroes of Commercial Writing is Peter Bowerman.
(http://www.wellfedwriter.com)

Peter is sometimes considered the father of modern commercial
writing because his two books, The Well Fed Writer: Financial
Self-Sufficiency as a Freelance Writer in Six Months or Less
and it's companion volume, The Well Fed Writer: Back for Seconds,
is chiefly responsible for luring many fantasy-freelancers into
this highly lucrative field.

Including moi.

Peter built his business cold-calling.
He didn't know it wouldn't work.

He just kept calling...and calling.
Eventually he succeeded in building a highly successful
writing business.

While Peter freely admits that cold calling isn't for everyone,
he does make a superb case for phone contact as a great follow
up tool for the solo-professional or freelancer.

------------------
The Double Whammy
------------------
That's why at this point in your cold email campaign,
we come to the warm call.

It's now time to pick up the phone.
It isn't really a cold call because the contact you're
calling has already responded to your inquiry with a
positive reply.

You're gold.
Call baby call.

Chances are the when you call, you're going to get a voicemail
(VM) system. That's fine. And it actually is a bit better than
reaching them in person.

Why?
Because of what I call it the Double Whammy.

When you get their VM, you leave a message that's
personable and engaging. That's you, right? ;-D

Leaving your message on their VM is the first part of the
Double Whammy.

The second part of the Double Whammy is the email message
that follows up on the VM message.

--------------
Sample Script
--------------
VM Message:

"Hi Lauren, this is Barry Morris, the Freelance Healthcare Writer.
I'm calling today to follow up on your email reply to my inquiry about
freelance opportunities with Community Hospital.

I hope you've had the chance to check out the sample clips on my web site
at BarryMorris.com.

I look forward to hearing from you, Lauren. You can reach me at .....

Thank you, I look forward to hearing from you. Goodbye."

Then I go right to my computer and shoot her this email message:

"Lauren,
Barry Morris here. I left you a VM earlier - just wanted to
check in with you about upcoming writing projects.

My online portfolio is here: http://BarryMorris.com/copy/portfolio.htm

When you need a healthcare writer with a real medical background, look
no further. As a former physician and freelance writer with over a decade
of experience, I'm confident I can meet and exceed your writing needs.

I'd love the chance to chat with you about your current or future needs
for quality healthcare writing.

I look forward to hearing from you,

Barry


---------
Now What?
---------
The Double Whammy works.
I've never failed to get sone kind of response
when I've used it.

It's a t'ing o' beauty.
Because you are leaving a voice message on the contact's VM,
you appear as a serious professional: a real person.

But you and I both know that some people are so busy that they
don;t check their VM right away.

When they see your email follow up they will think, "Wow, this
person is serious about this." You score credibility points.

So....now what do you do?
You simply go on to the next warm respondent and do the same.

Like cold calling, any kind of marketing is a numbers game.
And it's a game that demands that we lose our attachment to
the ultimate outcome.

I know that sounds like hogwash, but think again.
The outcome is really beyond our control. The client will
either decide to choose us or choose some other professional.

The only thing you do have control over is the process.
Focus on the process of marketing and the outcome will follow.

-------------*Insanity Audio Promo* ----------------------
YOU'VE GOT TO SEE WHAT I DID. IT MADE MY ACCOUNTANT CRY.
BUT IT WILL MAKE YOU SMILE. FOR LESS THAN A POUND OF
STARBUCKS COFFEE, YOU CAN TURN YOUR BUSINESS AROUND!
Details: http://BarryMorris.com/audio_promo_jan.htm
----------------------------------------------------------

--------------
Final Thoughts
--------------
The secret of the follow up is that it will help your
business will grow.

Advertising and marketing as sporadic blips on your business
practices radar is a useless endeavor.

To be successful, marketing activities, like this Cold
Email - Warm Follow Up technique I've described, needs to
be a regular and ongoing activity.

"Go forth and do good."

Email, follow up on the phone (using the Double Whammy when
appropriate), and let me know how it goes!

Thanks for reading,



P.S. As always, you can shoot me a response, a criticism,
even a compliment ;-) here: Barry@BarryMorris.com

Cold Emails Make for Warm Calling

Cold Call-O-Phobia:
Cold Emails Make for Warm Calling

You know where I stand on cold calling, right?
I hate it.

I've written about here in this publication before.
I hate it.

I've done it only once and swore I'd never do it again.
Did I mention that I hate it?
                                                      --BWM

=============================================
Cold Call-O-Phobia: Cold Emails Make For Warm Calling
=============================================

Call me un-American.  Call me the ugly American.
Call me anti-business.

You can call me what you like, but you won't change my mind.

---------------------------
Please don't Take Offense
---------------------------
I know, I know, I can hear the objections of
those who love to cold call.

"Oh, Barry. Grow up, will you?"

or

"Get over it already. Pick up the phone, you big baby!"

and

"Hey, it works for me. Go figure."

OK. "Uncle."
But before you decide to flame my email server and get me
kicked off my hosting site, hear me out.

I may have some strong personal feelings about cold calling
for business, but I know that there are many out there,
just like me, who would rather have a root canal without
anesthesia, than pick up a phone to call a stranger.

I'm not the only one. Pods are everywhere. :-)
We are lone reeds braving the winds in a storm of...
well, anyway, you get the idea.

----------------------------------
From Rainstorm ---> Brainstorm
----------------------------------
Recently, I took up the challenge from an associate, another
commercial writer, who loves to cold call for business.

It really wasn't a challenge but a success story about cold
calling that she posted on a writer's forum I frequent.

What she does is really research, but in her eyes it's
cold calling (and because I don't want a nasty phone call
later today, I'll go along with that idea).

Here's what she does.
She calls on different businesses and simply asks if they
use freelance writers. Simple right?

If they say yes, she asks for an email address to send them
a link to her web site. Perhaps they gab about her
background or their current needs and "voila", she's made
another successful cold call.

More importantly, she garnered an email address and
valuable contact information.

It doesn't sound hard. It doesn't sound like it would take
nerves of steel tempered by titanium grade resolve, does it?

But it does.
Take my word for it.

Yesterday, it rained.
All day, it just poured.

A storm came into Monterey Bay and it fell silently while
I worked at a few projects.

Rain makes me think. And while it was raining, I was thinking.
That was when the Rainstorm turned into a Brainstorm.

It was brilliant! Magic, even stupendous...
well for me anyway.

What was it?

-------------*Insanity Audio Promo* ----------------------------
YOU'VE GOT TO SEE WHAT I DID. IT MADE MY ACCOUNTANT CRY,
BUT IT WILL MAKE YOU SMILE. FOR LESS THAN A POUND OF
STARBUCKS COFFEE, YOU CAN TURN YOUR BUSINESS AROUND!
Details: http://BarryMorris.com/audio_promo_jan.htm 
------------------------------------------------------------------

--------------------------------
An e-Alternative to Cold Calling
--------------------------------
It occurred to my thick, gray cortical cells that my associate
was on to something in her neat little process cleverly
disguised as cold calling.

Maybe I could try it.
But that would mean picking up the phone and talking
to strangers.

My mother wouldn't like that.
"Don't talk to strangers, Barry Wayne."
I can that echo from decades back even now.

So this is what I decided to do.
And consequently did.

I typed up a draft email inquiry letter and then researched
the email addresses of ten hospital marketing / media
contacts within my local geographic area.

I sent each a polished version of the inquiry and sat
back to see what would happen.

What happened amazed me.

-------------------------
"Thanks for not calling."
-------------------------
Of the ten emails I sent, this morning I received four
replies.. all asking for my samples and rates:

"Yes, of course we use freelancers! How much do you charge?
Can you send me some clips and your rates?"

My jaw dropped open and my coffee ran out of my gaping
mouth and onto my black Logitech keyboard.

OK, I probably shouldn't have admitted that.
Gross. Messy.

But that's a 40% return!!
That's unheard of in cold calling circles.

Now, I know that this sample is no way near the marathon
cold calling numbers that some of my colleagues embrace.

Some of them will call 750 businesses in a single month
and get ten interviews. That's an infinitely minuscule
response percentage.
That's tough.

The kicker to this is based on a previous experience
with cold emails.

When I cold-emailed about a dozen web and graphic designers
in the Santa Cruz area about three months ago, I received
more than a few responses thanking me for "NOT CALLING."

Comments like...

"Thanks so much for not calling me on the phone.
I really hate the interruptions."

and...

"I'm glad you didn't call. I wouldn't have picked up."

and my favorite...

"What? A copywriter who doesn't cold-call? Dude!"

Like I said, I'm in Santa Cruz, AKA Surfer-Town, USA.

---------------
Final Thoughts
---------------
Cold Calling. It's a phenomenon.
It's a numbers game. "It's inexplicable."

Here's my take on this experience:

I believe freelancers and solo-preneurs must network within
their target market in a way that doesn't ultimately harm
their chances of landing a paying gig.

My associate can call all day and not get
anybody agitated enough to hang up on her.
I cannot.

But I *can* up pick the phone and talk to someone (even for
the first time) after I've received a warm response to an email
or after they've called me and convinced me that calling
them would not be cold, but warm.

Bottom line, warming up your targets make talking to them
easier and more effective. Whether you use an email,
a phone call (shudder), or a postcard mailer. Do it.

Take action and warm up those contacts. They need your
services more than you know. You'll get some and you'll
lose some.

But you won't get any, if don't warm them properly.
Happy Warming!

Thanks for reading,

Barry

P.S. As always, you can shoot me a response, a criticism,
even a compliment ;-) here: Barry@BarryMorris.com

The Two Most Powerful Words in Business

Hot Mustard:
The Two Most Powerful Words in Business

My brother opened the door so that I could only 
make out his green eye through the three-inch wide space.

"Password!" he demanded.
"Hot Mustard," I replied.

"Did you follow my instructions?"
"Yes. I wasn't followed."

"OK."
The door closed and the chain rattled along its mini-track
before making that characteristic 
I quickly looked around to make absolutely sure 
I hadn't been followed. 

Then, certain that I'd lost my enemy,
I walked into the bedroom that we shared.

As described above, when I was a kid, my brother and 
I had a secret password.

How it got started? Where it originated?
No clue.

But it was Our Password.
Until our older sister figured it out.
The it was toast. 

It suddenly lost its appeal.
It no longer was a secret. 
We abandoned our beloved "hot mustard."

As Linus said to Charlie Brown,
"Big sisters are the crabgrass in the lawn of life."

(Love ya Kath! ;-p )

----------------------------------------------
What's "Hot Mustard" Got to Do With Marketing?
----------------------------------------------
They're magic words. OK, "Hot Mustard" isn't going to drive
more business in the door. But there are other magic words 
that will.

If you use them right.
What are the magic words I'm referring to?

------------------------------------
Leadership & The One-Minute Manager
------------------------------------
Since relocating to the coast, I've discovered the wonder of
free books at the library.

I recently checked out the title above by Ken Blanchard.
If you haven't read any of Ken's wonderful books, I highly 
recommend you do something about that.

A few years back when I was a college president, I taught my
executive staff Blanchard's leadership/management system called
"Situational Leadership." 

It was based on the same concept that is presented in this book
for self-leadership.

I don't have the space here to tell you about it, but you'll
find the book I just mentioned to be a goldmine for the 
freelancer or solo-professional.

Now, back to magic words.
In Blanchard's book, he says that the two most powerful words
in business are...

===============================================
INSANITY AUDIO PROMO
===============================================

This week I'm working on my February audio program
teleclass "Using a Core Issues Report to Attract 
More Attention." As soon as it's finished, the Insanity
Sale might just disappear. Get it while you can at the
Insane Price of just $9.95! Details Here: 
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==============================================

Article continues....
-------------------
"I need..."
-------------------
In Blanchard's book, the main character is struggling to 
dig his way out of a sticky business situation. He's an account 
executive and he experiences frustration in managing a staff of creatives.

In discovering the keys to self-leadership, he stumbles across
this concept of the two most powerful word in business.

"I need..."

He begins to use them and see dramatic results.
Why would using these two wimple words bring about results
not previously experienced?

Several reasons.

----------
Reason One
----------
It's the clearest type of communication possible.
It leaves no question what you mean.
I need this....period.

-----------
Reason Two
-----------
It cuts to the chase. 
It doesn't waste energy.
It eliminates all possible confusion and alienates
distracting interpretation chatter.

------------
Reason Three
------------
It makes you human.
It softens the business-like tension that is
present in all business conversations.
Suddenly, you're not just a business associate;
You're a real, live, human being with a softer side.

That softer side is what we try sooooo hard to hide
in most business situations.
"I need" is the cure.

--------------
Final Thoughts
--------------
Try this little-known communication tool for
yourself this week.

Begin to use the term, "I need."
Don't overuse it, because then you'll just be
well, rally needy. 

I don't like that, and most people in business 
don't either.

But when you really need to cut to the chase and
get something accomplished, use the hot-mustard
approach.

Then let me know how it worked for you!

Thanks for reading,



P.S. As always, you can shoot me a response, a criticism,
even a compliment ;-) here: Barry@BarryMorris.com

Oscar-Winning Copy

Oscar-Winning Copy:
Taking Your Craft to the Movies

========
Scene One:
 A dark bar on the seedy side of town.
 But not just any bar, a copy bar.

 A place where copywriters, some good, some bad
 park it for a while between gigs. It's not a
 family place...if you know what I mean.
========
She quietly slipped into the dark copy bar via
the back door. I caught sight of her instantly.

Jet black hair, grey-blue eyes, red lipstick.
A walk that stopped conversation.

She poured herself into the empty seat next to me.

"Come here often?" I asked.
"Only when I need something," she countered
staring a heart-shaped hole right through me.

"What could a dame like you be looking for
in a place like this?" I asked looking around
the place.

She smiled half-smile, her grey eyes warming a shade.
"Copy. Good copy."

-----Cut, Wrap, That's a Print People!-----------

OK, perhaps my little vignette is a bit dramatic.
I've never been to a copy bar.
But the idea is kind of intriguing.
And it sets the stage for this article.

With the Oscars only a recent memory, I've
been thinking about what makes for award
winning copy.

Perhaps taking your copy to the movies is
the answer. Let's see...

=======================
Lights, Camera, Action!
=======================
Sometimes, good writing, even copywriting, contains
the same elements of an engaging film.

They tells a good story, or involved a bit of drama.
Sometimes they use metaphors or set the stage via the use
of compelling scenarios.

In today's article, we're going to look at five elements
used in filmmaking that we can use in our copywriting
to better characterize our unique businesses.

====================
Always a Storyteller
====================
Good writing, like good cinema, always tells
a compelling story.

Read any book on copywriting and you'll hear the
same suggestion: Tell a story.

Why? Because everyone loves a good story.
No one sits down to read the junk mail they
find in their mailbox.

People purposely sit down to read a novel,
or short-story. Why? Because it speaks directly
to the heart.

Good copy always shares this quality with good writing;
it speaks directly to the hear of the reader.

Next time you're working on your web copy or writing
a letter to your readers or clients, try beginning
with a story.

=====================
Infuse a Bit of Drama
=====================
How do you infuse drama into your copywriting?
Drama is a natural component of storytelling.

Let's say you want to sell a product.
You begin by telling your reader about a satisfied
customer who loves your product.

But you can't begin there. You must begin at the
beginning. With a story about your customer's
experience before using your product.
That's where drama can be used.

"Lynn's brow furrowed. Her eyes narrowed.
But this was nothing new. Day after day, Lynn
struggled with (insert problem). Before she
found (insert product), she often had days like this."

Drama...a bit corny here, but dramatic nonetheless.
Drama's natural placement is just before naming the
benefits of of the product.

=============================
Humor: Drama's Country Cousin
=============================
I think writing humor is hard.
Not impossible, but not easy either.

Some say I have a talent for writing humor.
Some say I only think I have a talent for writing humor.
Whichever may be true, I find it challenging and often
am forced to rewrite comedic prose and copy numerous times.

(The first six chapters of my comic novel are still
under revision.)

The reason is because what we, as the writer, may find
humorous, our audience may not. Humor is more dependent
on cultural influence than is drama.

Still, well-placed humor can go a long way in easing the
reader into our copy. Last week's guest columnist, Sean
D'Souza, is one who employs humor with just the right amount
of emphasis to get his point across.

Check out his writing here:
www.psychotactics.com  

========================
Tension: Not Just for Shoulders
========================
Bonnie carries the weight of her day in her
neck and shoulders. I am often called upon
to relieve said tension with my amazing powers
of healing massage.

(That's what I call it anyway...)

Tension can serve a healthier purpose in copywriting.

There's a scene in The Pelican Brief, the film based on
John Grisham's bestselling novel that stars Denzel Washington
and Julia Roberts, in which both are sitting in a car that the
audience knows has a bomb placed under the dashboard.

Through dialogue and subtle action, Julia Roberts prevents
Denzel Washington from turning the key four times in sixty
seconds. The tension used in this scene is to manipulate the
audience; it's to get us on the edge of our seat.

Tension, while not used in so obvious a fashion as this scene,
can be used for the same purpose in copywriting.

Tension is best used, coupled with drama, in the copy
that precedes talking about the wonderful benefits of
our product or service.

"Got this problem? Have these symptoms?
Tired of putting up, day after day, with
same old way of living that makes you long
for something better? Something better than
(insert painful, itching, burning problem)?"

Feel the tension? It's expressed when talking about
the problem faced by the reader. You talk about it in
many different ways in order to build tension.

When used skillfully, tension can be used to manipulate
your reader to the point of desperation...desperate for
the promise your product of service makes.

=======
Action!
=======
Michael Mann makes action movies.
Bad Boys and Bad Boys II come to mind.
Fast cars, huge explosions, lots of reckless violence.

While I'm not condoning the gratuitous use of violence
in copywriting, I do believe that good copy always contains
an element of action.

Action words move copy along.

Which is more effective:

"She sat beside me."
of
"She poured herself into the empty seat next to me."

Personally, I like the idea of someone pouring themselves
into an empty seat beside me. But that's just me. :-)

==============
Final Thoughts
==============
Go see a movie. Take the time and see a few.
And go alone. Make it part of your work this week.

When you see a film by yourself, you're more likely
to see it from a technical point of view.

You're not worried if Joe and Jane beside you is
enjoying the film or not.

Focus on the elements of story, drama, humor,
tension, and action. How does the director
use these elements in the film?

If you focus on these elements, you'll see them.
Make a habit if this and your copywriting skills with reflect it.


Let me know how it goes and what films you see?

Thanks for reading,

Barry

Dirty Dancing: The Collection Two-Step

**The Spotlight**
Weekly Lessons in Attracting More Attention To Your Business
April 4, 2006 Edition

Dr. Barry W. Morris, Editor - http://BarryMorris.com
Dirty Dancing: Learning The Collection Two-Step

Anyone who's been in business for any length of time eventually hasto learn to dance. I'm not talking about strutting your stuff onthe dance floor while a mirrored ball throws glittery light allaround the room.

I'm talking about a different kind of dance. The kind that usuallyresults in your dance partner finding a convenient excuse toquickly go powder his or her nose only to squeeze through that tinywindow above the toilet and make their escape.

I'm talking dirty dancing; the dirtiest kind.The kind that make the lambada look like Ring-Around-the Roses.

Yes folks, I'm talkin' the Collection Two-Step; the meanest,dirtiest physical gyration a business owner ever has to learn; thekind that comes a free sample of ibuprofen.

I must admit that right now I'm involved in this dirty little dance.And it's a bit frustrating.
I've done the work, I've had no complaint, even received acompliment about my direction with the copy and ideas for marketing.

It's my fault because I ignored the fundamental rule in businessand medicine: Get paid at the door.

Get paid in advance...always. Once you letthem out the door, you can kiss your fee goodbye.
And I've received every excuse in the book about why the checkhasn't materialized.Now, my client is asking for more services. Oy vey, everybody. What to do?

When confronted with this type of situation, what do you do?

a) Turn down the work?
b) Insist on payment now?
c) Set up a revolving credit agreement?
d) none of the above.
e) Look for a new dance partner?

The answer is...do what you feel is best for this client and then...

ALWAYS GET PAID IN ADVANCE.

Here's why you should always demand payment in advance for
yourprofessional services:

1. It establishes your value.
2. It reinforces your professional stature.
3. It separates the wheat from the chaff; the wallflower from the real dancer.4. It's what happens in business.

Ever try to walk out of a 7-11 store without paying?
Know what happens?You get a free meal...really, at the local jail.

It's called stealing. And it's frowned on by most.Don't let clients steal from you.
It's not good business.

So, what will I do?

I'm going to call my client (he's in another state) and tell himthat in order to feel comfortable going forward with further jobs, I must be paid now and in advance for all future jobs.

No judgement, No apology. If he doesn't pay?
I'll take the loss,learn the big lesson, and remind myself that I simply don't needclients that won't pay in advance.

I value what I do. If they don't perceive my value, then it's myfault for not establishing it up front.

Lesson learned? You bet!
Thanks for reading,
Barry

It's Been a While

Almost two months has passed since I posted to this blog.
There are reasons.

• I've been working full-time for one client for two months. A serious commitment that has altered the way I do business.
• I've begun writing a new book based on my experiences in medicine, my first career. You can find info on this here: http://barry.w.morris.googlepages.com/home
• Since taking a link to this blog aff of my site (wise decison??), out of sight has become out of mind.

I believe a better use of this blog would be to beging positn gmy business ezine articles here. So, look for weekly additions to this blog in that respect.

Peace,
Barry