Dear Marketing Top Gun,
If you’re willing to use a little imagination, I will now place in your hand a golden key.
Ready to play along?
OK, vividly picture in your palm a large, gleaming, golden skeleton key.
Feel how heavy it is? It’s made of solid gold.
Dear Marketing Top Gun,
We all have the same 24 hours in a day, yet some people achieve so much more than others. What are their secrets?
To supplement my own insights about this, I’ve researched the best minds in the world on personal productivity, including experts in psychology, creativity, goal setting, time management, and even personal happiness (which has a lot to do with how well you use your time).
Today I’ll focus on three of my favorites and how to harness them to multiply your productivity if you’re a copywriter or marketer …
Dear Marketing Top Gun,
In this Bullet I share the secret of how to sell anything. It’s a simple secret, and it works universally, no matter what business you’re in
But before getting into it, I want to make …
I have always advised my clients to build their products, newsletters, books, and e-zines squarely on their strongest proof elements, namely their most persuasive and impressive credentials – including their strongest case histories, endorsements, testimonials, "reasons why" they offer better results and solutions, success stories, proven outcomes, expert status, areas of specialization, reputation within their industries, and especially a spirit of candor and integrity that never fails to delight clients and confound competitors.
When you make your credibility an essential, highly visible part of your marketing, persuasion can flow like silk because your most commonly encountered enemy – skepticism – is largely swept aside.
Dear Marketing Top Gun:
Do you often feel that there is not enough time in the day?
Does your ever-growing list of things to do — fires to put out, crises to manage, people to help, chores to do, commitments to honor, and deadlines to meet — leave you feeling like a bone-weary fox, panting for breath but forced to keep fleeing from a relentless pack of baying hounds?
Do you wish you could crawl through a hollow log and escape into a serene new dimension where the mongrels of hot pursuit can’t follow, a world of calm, relaxed, unhurried, and massively increased productivity that makes you so much happier?
Would you love someone to write you a gift certificate worth at least two hours of extra free time every day — at least an extra 14 new hours a week of heavenly "white space" in your schedule — to spend on whatever makes you more successful and fulfilled?
If your answer is yes to any of these questions, I urge you to start applying, every day of your life, the simple yet astonishingly powerful strategy I describe here.
I refer to the Pareto Principle, otherwise known as the 80/20 rule, or the law of the vital few and the trivial many. If you apply it to your daily schedule as I will show, you will free up hundreds of extra hours this year, generally about two hours per day, but many more if you apply it to everything.
You will not only be much more productive, but also earn a lot more money and be much happier because you’ll have much more time to devote to what really matters in your life, what truly produces the biggest results, both personally and professionally.
Top Gun, this is one of the most important secrets you will ever read, a rare Silver Bullet that I hope you will heed.
Because They Make Your Advertising
More Interesting and Believable
Dear Marketing Top Gun,
"You can’t save souls in an empty church," said David Ogilvy. "And you can’t bore people into buying your product."
That’s why Ogilvy sought to hire copywriters "with richly-furnished minds."
How can you have a richly-furnished mind and write copy so interesting that, in the words of legendary Copy Chief, Vic Schwab, it’s "easier to read than to skip?”
You can start with this advice to young writers, from poet Ezra Pound:
Substitute "copywriters" for "the young," and you’re seeing the light.
And how can you easily become more curious and thus more interesting? I commend these words from Nobel prize-winning poet, Rudyard Kipling:
I keep six faithful serving men
Who teach me well and true
Their names are What and Where and When
And How and Why and Who.
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