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.

 

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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.

Regards,

Andrew

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.

Regards,

Andrew

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.

Why?

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.” 

Anyway… 

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.

Regards,

Andrew

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

How not to keep customers… And why it matters.

Dear Reader,

Recently, I made a large purchase from an online retailer of auto parts.

The purchase was in the several thousand dollar range. I’ve also made purchases from this company in the past that have added a few more thousand to their bottom line.

You’d think I’d learn by now that this company, who I will not name because it would just be free advertising for them, doesn’t really want my repeat business. They have never once offered me a further incentive to do business with them.

Now, I’m not asking for anything free. And I’m not complaining I didn’t get what I paid for.

If anything, the service was quick and efficient. I received my products and everything is OK.

But… and this is a big but for those of us who live by selling our services as copywriters and marketing consultants… there has never been any follow up from this company, on my purchases.

Why you need to keep contact with your customers.

Now that I’ve come to realize this particular company is not going to offer me anything in the way of an incentive for my past business, I’ll look elsewhere for my future purchases.

After all, this is a commoditized business. They don’t sell anything I can’t buy somewhere else. And if they don’t differentiate themselves from all the other also ran, I have no reason to stick with them.

You may be asking at about this time, “So, what do you expect them to do?”

And that is a very good question. Here’s my reply:

What they could have done to get more of my precious mullah is, immediately after the sale, offer me, or any one for that matter, a 10% discount coupon on the next single item purchase.

Is that a lot to ask? It’s standard operating procedure in the direct marketing world.

10% won’t break the bank and it shows good will to a customer who has obviously spent quite a sum of money, and therefor time, with them.

Do you make similar mistakes when marketing your business?

If you’re being short sighted as the company I’m talking about above is, then you may be leaving boat loads of money on the table.

This is not rocket science, after all.

But there is a certain level of science to the process. It’s the science of human nature and needing to feel appreciated.

If you can keep your customers interested by offering them continual small incentives to buy from you, you will be seen as “The One” business to do business with.

Next time you have a customer/client spend their hard earned money with you, remember that they could have gone somewhere else to do it and show them “some love.”

Regards,

Andrew

What are you reading and what does it mean for you?

Dear Reader,

I like to read.

I read a lot.

It comes with the territory so it’s good that I enjoy reading.

What I don’t enjoy learning though, is how many Americans rarely if ever read books, aren’t interested in reading a book and have no plans of reading a book this year, or the next if they can help it.

I borrowed this chart from an article in the online version of The Atlantic written by Jordan Weissmann on January 21, 2014.

It may be out of date by a year, but trends just don’t change that fast, so I would bet it is still representative of what’s happening right now.

It doesn’t bode well for those of us who work as writers in whatever medium, but predictions of American abilities and tastes have been wrong before and may be again. Either way, you have to take note of this when designing your marketing.

Who will pay attention and read what you have to say?

The good thing about the reading public is, the people who make more money tend to also read more. This is something you need to know in order to market to the affluent among us. It’s where you’ll find the biggest returns on your marketing dollars.

Just for a perspective on my reading, I’m listing below what’s in my current reading corral.

1. No B.S. Ruthless Management of People & Profits Second Edition by Dan Kennedy. ( I’ve read everything he’s written and continue to re-read when I have time.)

2. The King Of Madison Avenue. David Ogilvy and The Making of Modern Advertising by Kenneth Roman. (A great book on the original “Mad Man”.)

3. The Law by Frederic Bastiat from the Ludwig von Mises Institute. (Historical writing on law and personal liberty. Great for perspective on where we are and where we came from to get here.)

4. The 48 Laws of Power by Robert Greene. (Self explanatory, kind of.)

5. No B.S. Sales Success In The New Economy by Dan Kennedy. (You may see a trend developing here. I love the way Dan writes and it appeals to my mid-western sensibilities.)

6. Confessions of an Advertising Man by David Ogilvy. (Actually re-reading again.)

7. Write Everything Right! by Denny Hatch. (I’m a constant student of copywriting and marketing, in case you couldn’t tell.)

Not to mention the few books I have going that are sitting on my nightstand. Everything from Ray Bradbury tales to Stephen Kings book on creative writing. Also, I’m slowly cracking Murray Rothbard’s Man, Economy and State. Quite the serious book.

Whatever it is, you should be reading as well to keep your mind sharp and your business on track.

How does reading keep you on track?

More on that in tomorrows post.

Here’s to bigger responses through smarter marketing.

Regards,

Andrew

 

 

If Your Confused About Marketing Your Business, Then What You’re About To Read Could Be The Best Information You Get All Year..

Dear Reader,

Most businesses these days seem to be completely and utterly confused about marketing. If you ask them what their ROI is from their marketing, they’ll most likely give you a blank look and mutter something about being creative and, “what do you mean by that?”

You see, your business may be about hair, food, auto’s, music, entertainment, hardware, specialty items, etc… but that’s not really the business you’re in.

You’re in the satisfying wants and desires business. Your product is just a means to that end.

And if you’ve been advised by the local ad agency and are now part of the simple “get your business name in lights” crowd, then you’re really missing the mark.

What you may have missed, and no one can blame you for it what with all the noise in the ad market, is that marketing is as simple as 1,2,3 and A,B,C.

You need a system.

But I would bet you a trailer full golden tickets you haven’t been shown anything like this but instead have been sold a “let’s make you a big beautiful logo and get you branded” crock of bull poo.

Here’s a list of 5 things you must be aware of when marketing your business. These things are not in any particular order of importance. They are all important together.

1. Big Dumb Ad Agencies. Avoid them like the plague unless you are Coca-Cola and have a multimillion dollar ad budget. They thrive on big themes and wasteful, untrackable ad campaigns that will never work for the small business entrepreneur. Your bank account will be long gone before you will see any results from something like this.

2. The High Cost of Throwing Mud Up Against the Wall To See What Will Stick. This is another bad idea. Mass marketing to whoever will pay attention is a sure sign of desperation and will only lead to bankruptcy.

Target marketing to your ideal customer and matching it with the correct media is the only accurate way to know if your money is being well spent. When you get this right, you’ll know exactly what to do next and who else wants what you’re selling.

3. No Accountability In The Advertising Medium. If you’re using a high priced ad agency or worse, letting some ad selling desk jockey advise you on your marketing, you’re probably throwing good money after bad. A well targeted and tracked ad campaign will tell you exactly, with precision accountability, what’s working and what isn’t. You’ll know how best to use your limited funds to get the biggest returns on your ads by systematizing your marketing.

4. Using the Right Media To Match The Market Is Crucial. With direct response marketing at your disposal, you’ll be able to quickly and efficiently determine if your ads are getting results or not. No more full page ads in the local newspaper, with minimal words and big flashy pictures can match the results of a well planned target marketing campaign. Pictures can be remembered but what they represent will be gone as soon as the reader turns the page.

Which leads us to the best and biggest part of your ad, which is…

5. It’s The Headline of Your Ad That Brings Them In. A well crafted headline targeting your customers will stick in their mind. It’s the real key to getting their attention and bring them into your sales message. How many ad agencies do you think will spend any time on writing a headline that works just for you.

Crickets.

These five points are by no means all there is to producing wealth building marketing. They only scratch the surface of a finely created and dispersed marketing campaign.

Your business deserves the utmost attention when you want to make it successful.

If you haven’t found the right fit for your marketing yet, there’s still time to get it right by following these historic methods to sure profits.

You only need contact me, and we can craft a finely tuned lead generating, money making marketing machine to satisfy your sales needs.

Regards Until Tomorrow,

Andrew