Posted by:
Clayton Makepeace
June 30, 2008
Issue #448
My Secret Weapon:
The “unfair advantage” that has helped me
beat the competition into submission since 1995:
How you can have it, too …
Dear Business-Builder,
They say the ultimate in “chutzpah” is killing your parents, then asking the judge for mercy because you’re an orphan.
I know — gross. But you gotta admire people who know what they want and who’ll go to just about any lengths to get it.
Like the guy I knew who landed an airplane, unannounced at a KGB listening post at the Arctic Circle and bribed a Soviet Colonel to lend him a helicopter — just so his son could make it into The Guinness Book of World Records as the youngest person ever to visit the North Pole.
Or the infamous mercenary and publisher of Soldier of Fortune magazine I spent a day and a raucous evening with in 1980 who got himself invited to tag along on the Bay of Pigs Invasion just for grins.
Or the guy I met just last week, who sold Castro a boatload of coffee for $1.8 million — cash in advance — then told the Cuban authorities his boat had sunk on its way to Havana.
I don’t care who you are; this stuff is priceless.
One of the most lovable scoundrels I’ve ever met
is a guy named Larry Owen …
I met Larry at Will’s Honky Tonk — “A sunny spot for shady people” — one of the raunchiest biker bars in Florida back in 1995. I was just walking away from the bar with an iced-down brewski when I overhead someone mention that he owned an advertising agency.
I spun on my heel and introduced myself. “My name’s Clayton; I’m in advertising too — I’m a copywriter.” Larry gave me a dismissive glance; “I’m Larry Owen,” he said in the most disinterested tone of voice imaginable. “Give me your card — maybe I can give you some work, someday.”
Don’t know if it was what he said or how he said it, but something about his reply really torqued me off. “I’m booked for five years in advance,” I said. Here’s my card … maybe I can give YOU some work.”
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Posted by:
Clayton Makepeace
June 23, 2008
Issue #443
Plus …
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Four hot new freebies for you (no strings, no pitch, nothing to buy) …
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The most exciting announcement in Total Package history …
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Two huge new opportunities to swing for the fences in 2008 …
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And more!
Dear Business Builder …
Lots of new stuff to report this week — things we’re doing to get you richer, faster …
FIRST, we’re celebrating our third birthday this month — and like always, you get the present! Can you believe it? With more than 440 response-boosting articles in our archives and more than 1,000 pages of “Thank-You” letters in our testimonial file, you’d better!
But there’s a problem …
Unless you discovered us a long time ago — or spent weeks poking around in our archives — you’ve missed many of the best articles on copywriting I’ve ever seen anywhere (I know, I watched me write them!).
And since I’d rather have bamboo splints jammed under my fingernails (or worse: Sit through an entire Obama or McCain campaign speech) than to repeat myself, I’ve been laying awake nights worrying that you’re missing tons of timeless strategies and tactics that would otherwise be getting you bigger winners, more often.
But never fear, dear reader, your team at The Total Package has your back!
Here’s the deal: From now on, Thursdays will be “The Best of The Total Package” Day — the day we reprint one of our timeless and most highly acclaimed articles on copywriting, building a copywriting business, getting better work out of a copywriter — and more.
So I’ll continue publishing my new articles on Monday each week as always …
Tuesdays, you’ll get our guest articles from luminaries like Drayton Bird, Gary Bencivenga, Michel Fortin, Bob Bly, John Forde, Michael Masterson, and many others …
Wednesday is still reserved for our token Canuck and all-around swell guy and brilliant marketer and copywriter – Daniel Levis …
Thursdays, you’ll be treated to the very best response-rocketing articles from our archives …
And on Fridays, you get Troy White’s ingenious insights on growing your small business.
Clear as mud – right? Just hang in there … you’ll get used to the new schedule in no time flat.
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Posted by:
Troy White
April 29, 2008
Issue #406
In this issue:
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The proven model for marketing breakthroughs …
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8 unusual ideas for a specialty chocolate business that can and should be applied to your business …
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7 Loyalty building breakthroughs to transform a niche retail store …
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And Much More!
Fellow Business Builder,
As I mentioned last week, one of the big areas for breakthrough marketing ideas comes from completely unrelated industries.
So, if you are a realtor - - find ideas from the restaurant business.
Or if you are a restaurant owner, look to the information marketing business for ideas.
Now, at first glance, the businesses above seem to have absolutely NOTHING to do with one another … but that’s the beauty of it.
If you have to think about it, put it on paper, and actually stretch to find ways to make them fit – then you are most likely doing something 99.99% of the population (i.e. your competitors) would NEVER even think of doing.
Which is where breakthroughs happen.
Let’s have a look at two different industries who filled out the survey.
Now, before you read the industries chosen and start thinking “That’s not what I do … this doesn’t apply to me …,” remember to think far outside of the box here – it DOES APPLY TO YOU.
Make it fit – real breakthroughs do not come from within your industry – they come from far removed businesses from your own.
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Posted by:
Troy White
March 18, 2008
Issue #376
In this issue:
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6 questions that may give you a breakthrough in the next week …
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The mastermind meeting unveiling of simple solutions …
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Uncovering the block that keeps you from moving forward …
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And Much More!
Fellow Business Builder,
1,542 e-mails in the past 7 days.
That doesn’t include any newsletters I subscribe to either. That is strictly 95% spam, and the rest are legitimate business e-mails.
This past weekend, I was in a mastermind meeting for over 12 hours – and this e-mail problem kept popping up around the room.
And it made the conversation turn to management of your various business functions.
As much as I love to talk about marketing and advertising strategies for small business, I also realize that there is more to business than just the growth side.
If you don’t have some serious management systems (and people) in place, all the marketing you are doing can just as easily go to waste.
One of the mastermind members runs a real estate investment type of company.
She has been doing this for many years, and her newest project she is selling has been her most trying.
But one thing became glaringly evident
while we grilled her about her business challenges …
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Posted by:
Clayton Makepeace
February 18, 2008
Issue #356
Dear Business Builder,
So many readers have weighed in on my partnering idea that we’re working 20 hours a day to find answers for all of you.
And in next week’s issue, we’ll begin walking you through the process of finding, qualifying and structuring your working relationships between copywriter/marketers – rainmakers – and the companies that hire them.
First, however, I want you to read – and think about – two articles that first appeared here in the last few months.
Both of these articles deal with the single most crucial quality of the kind of company and company owner that makes a great partner: The company’s organizational structure and the owner’s business philosophy.
This is an absolutely essential consideration for you because the first discussion you have on the subject of partnering is most likely to occur between the Rainmaker and the owner of the business with whom the new partnering agreement will be structured.
We’ll talk more about that conversation next week – but in preparation, please take a few minutes right now to consider how the organization and business philosophy of a business owner can either limit growth or help accelerate it.
And be sure to leave your comments and questions in the blog at the end of this issue – and check in daily for more insights, answers and personal advice.
– Clayton
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