Once upon a time I created a $17 ebook. It wasn’t selling well. An idiotic marketing coach said, “Well, raise the price! Make it $97 Look at all the work you did to create that product.”
Actually, the reasons for my non-success should have been obvious to me, let alone a marketing coach. The product wasn’t related to my core offers – branding, copywriting and websites. There were lots of competitive offers out there, mostly selling for more than mine. And people who were really interested in the topic weren’t buying $17 ebooks. They were taking courses because they wanted to dig deeply (as well they should). [Read more…]
Edgy copywriting means joining the conversation with your target audience, using their language. When you use just the right amount of edge, you join a conversation and you even become the topic of other people’s conversations…and that leads to increased conversions from your website and sales letter. [Read more…]
If you’ve been ANYwhere on the internet, you probably are hearing, “You MUST do joint ventures.” When I was new to the Internet, the idea was scary. How could I approach someone to suggest that … um … we could do business together? Especially if that person seemed so busy and successful?
Here’s why that is a very bad idea. Oh, before I start, I know you’re going to tell me that some very successful people called (and still call) themselves renegades.
Well, I would say they succeeded in spite of the name they chose. They’re not renegades; they’re pack leaders. They just want to think of themselves as lone ranger super-heroes.
Reason #1 – Real mavericks don’t know they’re mavericks. They are surprised when someone says, “You’re different.”
Once I was telling a friend, “I don’t know how they could tell I’m a maverick.”
My friend said, “I knew you were a renegade five minutes after we met.”
Reason #2: Real mavericks don’t have to tell you they’re maverick. You know … even if you are a maverick yourself.
See reason #1 above.
Reason #3: There’s no special reason to hire someone because they’re a maverick or renegade. Some mavericks are creatives who can help you think outside the box. Some are just different and not always in a good way. Brand on your client’s benefits, not your weirdness.
This reason also applies when someone tells you to brand based on your curly hair. Yes, it happens.
Reason #4: Lots of people call themselves mavericks. You’ll be one of a pack of .. mavericks. Why would you want to do that?
Reason #5: Lots of people think they’re renegades and mavericks even if they’ve thrived in the corporate world, served with distinction in the military, or fit into a suburban setting with ease. They will feel they own the right to call themselves mavericks and will resent your claiming the title for yourself.
Finally, real mavericks don’t particularly feel pride in their offbeat status. They want to blend in with the crowd. They know they’re … different. In their next life they want to be boring. Well, not that boring…
So what about being a queen or a diva? That’s so turn-of-the-century. Today you’d be considered snooty.
As a copywriter, I’m heavily involved with client branding and messaging. So I put together this free guide to answer the most common and important questions:
5 Quick And Easy Tips To Brand Yourself Authentically And Connect Closely With Your Clients
Click here for instant access.