Why What You Charge Is Not as Important as What You Deliver

Why is it that many small businesses are in such a hurry to undercut their supposed competition by lowering their prices?

I would hazard a guess and say it’s because they believe lowest price wins in the market place.

And with this kind of thinking comes the belief that only low prices make the difference. As if everybody works in the same world as Walmart and the other mart that isn’t doing so well these days.

If all you have to go on is price, what does that say about your business model?

I’ll tell you: forget the business model and just focus on price. As long as you can undercut the other guy, then you will win. But that is a sure path to diminishing returns and a fast trip to bankruptcy.

Live by Price, Die by Price

If price is your only means of getting more business, you have already lost.

Nothing you do after having the lowest price will ever change your customers’ minds about who you are and what you stand for. Once you’ve created this connection, it’s very difficult to reconfigure. Not impossible.

How about exceptional service, prices that reflect value and over the top follow up?

How about doing things so differently from your competition customers will never leave you because they have found the competition left wanting? This doesn’t mean you have to be wildly different in a pierced and tattooed way. It’s more about customer perception than look.

That list of ways is endless.

But simple when done properly.

How about offering so much free stuff, in the form of information, that your customers are completely bedazzled by you and lose their ability to think of anyone else?

Like a love-drunk suitor with eyes for no one but you.

You will most likely not allow your mind to overcome the idea.

And yet, it’s being done all over this great country every day by business owners no different from you. In businesses of every shape and size selling everything from information products to medical services.

We all have 24 hours in a day. We all have 7 days in a week.

So why can some do more than others to attain the customer and client flow while others only talk about lowest price to get more biz?

The Secret to Building an Endless Flow of Customers, Clients and Prospects

It’s no secret, really, how to get more customers, clients and prospects. It may be a secret, though, to you.

If you are looking for a way to increase your customers base, improve your client acquisition and retention, and build your prospect list, then you are in dire need of a direct response copywriter with experience, and a thorough marketing diagnostic.

I offer just such a proposition with no obligation and no fee.

Contact me through my contact form located here, and tell me a bit about yourself and what you need.

I’ll respond within 24 hours so we can set up a time to talk. Because of my schedule, and the way I like to do business, I only check my messages once a day.

I offer a Free 30-minute diagnostic consultation that is fee-free with no obligation.

I look forward to hearing from you.

Andrew Jensen
EarlyRiserCopy, LLC

Why all the good ideas in the world mean nothing until you take action.

“Action! Nothing happens until something moves.”
— Robert Ringer

Dear Reader,

That quote above from Robert Ringer, world famous author of the book of the same name as well as many others, is my offer to you today.

It encompasses so many things about how a business is either successful or not. In this short missive, I’ll try to put into words my take on this belief.

Simple things are best left that way.

If you think about it, it makes a boatload of sense. Simplicity is it’s own best friend.

Many business struggle with inaction at every turn.

Whether it be an entrepreneur whose afraid to pull the trigger on a new venture or the established business owner who has become entrenched in their own bad habits.

Without action, nothing will happen. But many bad things will.

Inaction is its own malware of sorts. It’s like a virus that’s invaded your everyday activities and rendered your day to day business actions ineffective.

Without a massive rocket thrust, you will be mired in inefficiency and blinding myopia for the foreseeable future. No amount of wishful thinking or “positive thinking” will fix what ales your business until you take that first  actionable step.

This is the key to get you moving back in the direction of making money and growing your business.


Read More

“In The Land Of The Blind, The One Eyed Man Is King”

Dear Reader,

This famous quote, used quite often by Dan Kennedy, was written by the philosopher Erasmus. Also often quoted by the great copywriter John Francis Tighe.

Is it over used?

In a word, no. At least, I don’t think so.

It’s an example, well used, of a universal truth.

Namely, it doesn’t take much to be better than your competitors.

What you need is something that’s different, compelling and attractive to your customers and prospective customers.

The Three Things You Need To Be The ‘One Eyed Man’

Read More

Your USP. What is it and why it’s important.

“Putting the prospect front and center means answering his most obvious question as he encounters your ad: How will this benefit me in a superior way compared with every other product making pitches for my business?

“If you have a gifted product – one that fills the consumer’s wants better than other options – the answer will be much more persuasive than if you have only a gifted pen pouring out puffery about the prospect and his wants.”
-Gary Bencivenga

If you don’t have a USP for your business,
then what are you doing to differentiate yourself form your competition?

Dear Reader,

The above quote from world-class copywriter Gary Bencivenga is a brilliant way to imagine your USP.

It’s something unique to your product or service that separates you from the competition.

This is what’s important.


Read More

Thought for the day: Diabetes

Some thoughts from the Front-line of Living with Type 1 Diabetes.

Dear Reader,

Here’s what I have to say today about Diabetes: “Type 2 Diabetics are lazy and uncommitted. Us Type 1’s are the real deal and therefore more committed to the cause.”

“Hey”, you may say, “how can I say such a thing?”

Well, for one thing, I am, by health definition, a “Type 1 Diabetic.” Have been for going on 19 years.

Yes, I have to take shots to stay alive and I take a lot of them to maintain great health. Run everyday, go to the gym several times a week. Stay active throughout each day.

My current A1C is 5.8. But I think it is lower. And can be lower. And will be lower by my next blood check.

(My goal is normalized. Below 5.)

And how I see things is, a Type 2 Diabetic just isn’t trying hard enough. I skipped that whole mess and went full blown diabetes so it shows my level of commitment to be quite a bit higher than all you Type 2’s out there.

The thing is, you all seem to be just a bunch of lazy-asses. Shit or get off the pot, OK?

Either straighten yourselves out or get on with the program and go the “whole hog”, alright?

Type 2 Diabetes Reality Check

I’ve heard tell, that if you get your diet in order and do a bit of exercising you can get off the diabetes roller-coaster and be normal again.

Me, I don’t have that option. So I’m jealous of your position. But I’m still calling you lazy for wavering in the middle.

One way or the other, you have a choice.

You either clean up your act and go for extreme good health, or you can join me and completely obliterate your beta cells and get on my team. Then you’ll have a real lesson in discipline or suffer the agony of a high A1C and multiple illnesses brought on by high blood glucose levels.

I won’t go into all the details, but if you’ve been a diabetic for any number of years I’m sure you’ve heard all the gory details.

So, what’s it going to be? Go full on and join the ‘real diabetics’, or fuddle along and be a ‘pretender’?

It’s your choice. Good luck.



When the best laid plans go terribly wrong.

Dear Reader,

Just when I thought I was getting what I paid for, things went completely the wrong way.

Something to remember when ordering services: Make sure the person you are ordering from is very clear about what it is exactly, that you want. I seem to have not been communicating very well today.

And, I didn’t get anything like what I wanted.

And who’s fault is that anyway?

That’s right. Mine. I messed up by not being clear and communicating with someone who didn’t understand that all I wanted was some advice and that’s all.

Instead, I got a service that only made things more difficult for me and will now bring me even more work I didn’t have time for.

Woh is me and poor choices are not to be taken lightly.

Enough complaining. Back to work.




Why a great back-up plan is always your best bet.

Dear Reader,

If you’ve ever had a bad nights sleep, then what you’re about to read should be very familiar to you.

Of course, no two ‘bad sleep’ experiences are exactly the same. But if you’ve had a restless night, what I’m about to share with you could save your life.

Here’s what happened…

First of all, I have to tell you: I’m a Type 1 diabetic. That means I have to inject insulin every day, all day, to stay alive for more than a few days. (My regimen is something to tell. That’s for later.)

So last night, I had been to the gym for a good 1 hour workout with weights and the stationary bike for warm-up.

Once back home, I took a shower and began to prepare dinner for my daughter and I. (We shared a rare steak, (Rib Eye) and some green beans.) Not a thrilling dinner, but healthy.

Things were going great. Dinner was yummy and I was feeling fantastic as I always do after a workout.

The food settled just fine and by 9 I was in bed reading to prepare for a good nights sleep.

By 9:30 I was fast asleep.

I awoke at 11:15 in a state of confusion and despair.

Stumbling out of bed I made my way to the bathroom where my Glucose Meter was resting.

Upon checking my glucose level I discovered the problem: Blood glucose of 35!

Not good.

Luckily I keep glucose tablets close by at all times.

I immediately chewed up 5, 4gram tablets and staggered back to bed. Within 15 minutes I was fast asleep again.

The time it took for all this to happen was on the measure of 17-18 minutes. But it seemed like an eternity.

How age has changed my reaction to these “bad” events.

The way I feel when my blood glucose is low like this is different now I’m older.

When I was first diagnosed, at the tender age of 33, the lows would put me in a cold sweat and I would shake as if I had just come out of a freezing-cold lake completely nude. You know, no clothes.

Now, after 18 years of living with diabetes, my lows are accompanied with confusion, depression and an overall feeling of dread. It’s a horrible feeling. Something I would wish on no one. Although, it sounds like someone’s description of getting off prescription anti-depressants.

Not fun at all.

So, following that, my night was filled with interruptions. I woke up every 2 hours after and checked my numbers to be sure. I’ve not slept that bad in a long time.

Now it’s morning and I’ll spend most of the day getting my head right. And rethinking my game plan about where I went wrong.

But you know what? This will most likely happen again. Even with the best of plans sometimes things just don’t go as planned.

It’s the same with marketing and copywriting.

Sometimes things just don’t go as planned and you need to have a back up plan.

My back-up plan for my condition of diabetes is to keep glucose tablets always at hand. And my plan for copywriting and marketing is to always test and check my premises.

What kind of a plan do you have?

If you need another opinion, or want something new and dynamic for your product or service, contact me for a FREE 30-minute consultation.

I look forward to talking with you soon.



Warning: What you are about to read will make you rethink your marketing!

Or, at least it should!
(It has to do with your marketing. Obviously.)

What I’m about to tell you may make you hate me.
But that’s OK. I’m getting used to it.
(You might even un-friend me. Ouch!)

You see, what I do is go into small to medium size businesses and straighten things out. I don’t do it to be rude, it’s just that I don’t like seeing good businesses doing bad marketing.

Marketing that is wasteful, misdirected and un-planned.

If you have this problem, and can’t see it, then what you’re about to read will be the best thing you’ve read all year. Maybe in your life.

Here’s the thing: you’re competition could be doing the same thing as you.

Advertising like everybody else because, gee, that’s just the way we all do it. “People aren’t very smart and they don’t care what we say, just if we have the lowest price.”

Wrong! Dead wrong!

What you doing is “me too” marketing. It doesn’t set you apart from anyone so you look plain and average. Just like everybody else.

You may even be thinking that it doesn’t matter what you do, because you’ve tried everything already. I mean, the advertising department at the local paper and TV Station couldn’t have lead you wrong, could they?

If you haven’t designed and implemented your own “outrageous” ads and made sure the delivery was the way you wanted it, you just might be an “advertising victim!”

As Dan Kennedy, the world famous marketing master has said many times over his 40 years of experience,“Nobody wants to hang around with an Advertising Victim.”

OK, he may not have said that, but he did, I think, come up with the term “Advertising Victim.”

If he didn’t, then he got it from somebody smart and I got it from him. So there.

But anyway, what I’m trying to get through your head is, you can’t let others’ steam roll you into marketing like everyone else. You’ve got to find a way to set yourself apart from all the other “look at me” and “me tooer’s” out there. If everyone is singing the same song, then they will all get the same bad results. And life will be much more boring for you and your customers. If you have any once the marketing has died a long slow death.

So, what does this all have to do with you and me and some kick-ass marketing?

I’ll tell you right now.

My name is Andrew Jensen.

I live in the great state of Nevada in the once fastest growing city in America: Henderson, NV.

What I am is a copywriter/marketing consultant for small to medium size businesses.

I write for any kind of business because great marketing works for all businesses when it is designed and implemented to your target market.

You see, the message you send to your current and future customers doesn’t matter if it doesn’t actually get to them.

So, you can have the best ad ever created, but if doesnt’ make it to it’s intended market, you won’t get the results you want.

It has to get to it’s intended audience and you have to know who you’re market is before you can get it to them.

How Targeted Direct Response Marketing Works for Every Business and Why You Need To Use It in Your Business For Maximum Returns With Minimum Waste.

I used to be a musician. Some would say, “once a musician, always a musician.” But really, that’s not what I’m trying to tell you right now. The point is…

I’ve traveled the world and experienced many different and wonderful things. Most in life will never get the opportunity to do the same thing.

But, in all this travel, (stick with me here…) I didn’t really understand what made business work.

For instance: Once when I was in Tunisia on a cruise ship, I was fortunate enough to be able to go to the souk (the huge covered market in the middle of Tunis, the major port city). While there I had a “real” salesman go to work on me. He wanted to sell me a leather vest. Rock star style.

His way of selling was completely and effortlessly complimentary. I was interested. But the price he was asking was high for me. Way to high.

When I told him I didn’t have enough money for what he was asking, a friend offered to lend me the extra cash.

Why you need to make sure your customers and clients are focused on you
and only you.

This was all the guy needed to hear. He dove in head first and latched on to my friend for the rest of the money. I was, of course, pissed my “friend” opened her mouth at all. I was dealing and she interrupted.

I refused the offer of a loan and instead kept low balling him. Who knew where the vest came from or what kind of leather it was made. There was no name (obviously custom make) in it and I knew I would never be able to bring it back if it turned out to be crap.

In the end, we came to a good deal. I paid $60 for it in 1994 dollars… and still have it to this day. It turned out to be a good buy. Not a “Good Bye.”

The point of this whole story is, the guy was an aggressive and some would say, great sales man. I was just passing buy and he picked me out of the crowd and invited me in to his stall in a way that had me entering without any hesitation. I was totally taken in without knowing it yet.

He was talkative and focused. It took me a minute to come to my senses.

Of course, I am 6’ tall and at the time had long blonde hair. This combination of a Caucasian guy with long blonde hair in the middle of Tunis is a dead giveaway. Easy and obvious target… right?

As a business owner, you need to find those customers who are just as obvious but hidden. It’s all a matter of knowing where to look.

If you’re not looking through lists of names, with people that you have taken the time to single out as your ideal customer, and marketed directly to them with a message to match, then your throwing good money after bad.

That’s no way to run a successful business.

Your business is important. To you and to your customers/clients.

It deserves the attention to detail that great, results based marketing can give it.

Marketing directly to your customers, with personalized and targeted marketing, could open up a whole new and better way of growing your business.

You may find it will change how your customers see you and what they think. All to the positive.

On the other hand, if you’re already doing direct response marketing and it isn’t getting the results you hoped for, it may only need a fresh set of eyes to take a look.

I offer just that.

Why not send me a message through my contact form on this page. Tell me a bit about your business and what you are looking for with your marketing. There is no obligation, of course, and certainly no pressure.

We can schedule a FREE 30-minute phone consultation and take a look at what can be done. Together we just may discover a perfect solution for your marketing.



How Do You Measure The Success Or Lack Of In Your Marketing?

Dear Reader,

If your marketing is not doing what you had hoped it would, then what you are about to read will turn on your proverbial Light-Bulb!

You see, it’s not about image or flash or how many likes or dislikes you get. It’s about how many orders or inquiries you get and whether the inquiries, or leads, end up as sales. Full stop.

There is no other measure of your marketing than the MEASURABLE RESULTS!

If you can’t measure the results, how do you know what your marketing is achieving?

How do you know if what you are doing is working?

How do you know if the guy writing your copy, the media your advertising in and the market your marketing to is right?

Bottom line: You don’t.

How being able to measure your results makes all the difference in profitability versus failure.

Let me ask you a question: What engineering profession doesn’t measure their designs and test for success and reliability?

That’s right, I can’t think of one either.

And if you don’t know this, a well run marketing campaign is a well designed feat of engineering. It is measurable and repeatable. It shows you, down to the most minute detail, what has worked and what hasn’t.

If your playing guessing games with it, it will come back and bite you on the ass. Just like a snake in the tall grass of the marketplace. You won’t see it coming and it doesn’t care if you do because the market is unforgiving.

It’s unforgiving of foolish money and foolish beliefs.

If you don’t know who your marketing to and your sending out ads on a whim…. your profits will be unpredictable if at all.

There’s a better way and it’s called direct response marketing.

By utilizing direct response methods, which have been developed and refined over the last 100 or so years, you are drawing on a century of experience. Experience that has shown itself to be successful over and over and to make it’s more well practiced users very wealthy when done right.

Your business, no matter what it is, can profit from direct response.

Direct response is the most cost efficient, trackable and measurable. Bar none.

If you used it and haven’t gotten the results you desire, then either your desires where out of line or you were not ruthless enough in it’s implementation.

It’s not rocket science, but it does have a measure of “scientific” to it. As Claude Hopkins called it nearly a hundred years ago, “Scientific Advertising”.

He didn’t call it that on a whim. Unlike most marketing I see almost every day.

Your next campaign can have all the advantages and none of the dis-advantages of scientific advertising when you take the next step to contact me to discuss your next marketing plan.

You’ll find that I don’t pull punches when pointing what needs to be done. And done now with your ads and the proper planning to implement them.

It is, after all, not a mystery. Great results marketing can be used by any business with any product or service.

No one can make the claim that “this doesn’t work with my business. We’re different.”

Yes, you may be different, but your customers aren’t. Not when it comes to getting the message you want to convey delivered to them. And human nature hasn’t changed in the last 10,000 years and most likely wont’ be changing any time soon.

So, what are you waiting for?

Send me and email by clicking on the contact link at the top of the page so we can set up a time to discuss your marketing and it’s message. Usually an initial 30 minute session can give me a good idea of what we’re dealing with and what I can do for you.

Better yet, click on this link.

I’ll be talking to you soon.



How “Real” Are You About Your Business?

Dear Reader,

The Book of EST.

If you haven’t read this book, I recommend you get it and read it today.


Because if you own a business, and it’s not what you want it to be, then you most likely need to deal with that reality now. And how you experience reality will make or break your business.

Let me explain.

The book of EST is a recreation of the experience of a “self help” seminar that was offered in the “70’s and beyond”. It was created by a man named Werner Erhard.

The seminars were called EST. (Erhard Seminar Training.)

I’m not finished reading the book so what I’m telling you is just a glimpse of what I’ve experienced so far. And since I haven’t finished the book yet, this letter I’m writing will be followed up with more of my insights when I’m done. 

To say I’m beginning to see things “differently” would be an understatement. This is akin to the philosophical lessons I inadvertently absorbed from an old friend and “cosmic” saxophone player back in the 80’s. 

I was a musician at the time.

We would stay up after a gig and talk well into the early hours of the morning about the universe and its cause and effect nature. I didn’t realize it at the time but that was my “real education.” 


Shock Therapy for the Reality Challenged

How the seminars were conducted, according to the book: Seminar attendees were gathered in a room, such as a banquet room or convention center meeting room at a hotel. Before coming to the seminar, they all had to sign a “contract” explaining what the rules were and agree to abide by those rules.

When the seminar began, they were all reminded by a “trainer” who stood at the front of the room what the rules were and what they had agreed to. Also that they were expected to abide by those rules.

If they had any qualms about following the rules, they were instructed to get up, get their things and leave the room. No one was stopping them from leaving.

If they decided to stay, they had to follow the rules.

The rules were clearly restated to the attendees at the beginning in minute detail so that everything would be clear and no one could claim ignorance of the process. The reminder could go on for more than an hour leaving many to wonder why they had to hear again what they already agreed to.

One of the rules was that each attendee had agreed to stay in the room as long as the trainer required. There would be no bathroom breaks until the trainer allowed them. Also, no watches were allowed.

Of course, at the time, the mobile phone had not yet been invented. Nor the “smart” phone. 

Oh the horror!

But as it turns out, many didn’t really fully understand what they had agreed to. The rules were not to be taken lightly. They were to be followed to the tee. No one got away with breaking them.

If you were found to have broken one of the rules, you were commanded, by reason of the rules, in the trainers loud and commanding voice, to straighten out the error of your ways immediately. No questions were allowed.

Get ‘er done! Now!

You may think this sounds like a real mind F*&k. But in reality, it was a way for people to rid themselves of their illusions about who they were and the fact that their belief systems obviously didn’t work. Because if they did, they wouldn’t have been there.

Very Matrix like stuff, right?

As the attendees were reminded over and over, your beliefs are just that, your beliefs. Most have no basis in reality at all.

If you haven’t experienced what you believe in, then it is not real. Only experience is real. 

Why is this Important?

Now, no two people will experience the same thing in the same way. We are all of us, in the end, individuals with different beliefs, feelings and desires. Some of these will cross paths, but all in all, we all stand alone in the end.

So what does all this have to do with your business?

I’ll tell you.

Having a belief about your business that just isn’t true will kill your profitability.

If you aren’t aware of who your customers are and why they do business with you, you are only a short distance from the unemployment line.

So, what about you? Do you see your business as it is, or only as you believe it to be?

I can offer a fresh set of eyes to any business. Also, through my consulting and copywriting service, you will receive only well researched and planned out ways to make a big turn around in how many customers you get as well as keep.

Because, after all, if you can’t keep them coming back, you’re in for a lot of extra work getting new ones in the door.

It’s well know in the marketing biz that it’s easier to keep a customer than to get a new one. Turning and churning is for the amateur.

Get in touch with me through my contact link on the right side of the page.

We can set up a time for a Free 30-minute consultation. During this time I’ll ask you some focused and pertinent questions to find out if what I can do for you.

If you don’t hear from me right away, don’t worry. I’m rarely available at a moments notice.

But I can tell you one thing that is important to you: I’m not a big name in the business, but big names and longevity is no guarantee of success. The only thing that really matters is if what I offer works. And gets results.

Tell me what you think.



P.S. Next week I’ll be returning to The Book of EST and my take on it’s further lessons. Stay tuned.