Good To Be Home
After a week away at coaching and mastermind meetings, it’s good to be back home again.
Whilst I love the networking, catching up with friends and clients, learning and discovering new skills and tips from the discussions and presentations (and as usual I had several big chunks of improvements that will help make things better than ever) … there really isn’t much that competes with the concept of the mastermind group and the chance to get face-to-face with mentors, fellow “students”, speakers and presenters.
Yet after six solid intensive days, it was also good to finally get on the plane and head home.
Flying down from Sydney late last night, we could unfortunately see the bushfire lines in the darkness below … a rather grim reminder of a week of tragic events. But it was impressive to see the generosity of the monetary donations from passengers as the Virgin Blue crew came through the cabin with a collection bag — with all proceeds going to the Red Cross bushfire appeal and passenger donations to be matched dollar-for-dollar by Virgin Blue.
Even the smokey smell on the breeze and the yellow smoke-filtered light is evident today now we’re back at home. My heart goes out to those who have lost friends, family, neighbours and loved ones. I am sure our Rotary Club will be just one tiny fraction of the tens of thousands of volunteers who’ll be focused on different parts of this task for many many months to come.
Like what Jennie Armato commented on my Facebook status (“Dean is quite moved watching the rescue stories of loved ones, and also of Sam the koala in the bushfires“) yesterday …
It’s so great that in such adversity, people are being so amazingly generous and helpful. This is true devastation but out of the ashes rises the phoenix of mateship … and compassion for the poor wildlife too. That koala is adorable.
The Koala is Sam — rescued from Mirboo North bushfires last week after accepting a very welcome drink from a CFA volunteer.
While we were away, I gave a presentation at Mal Emery’s Platinum2Mastermind on Branding and Positioning — and five positioning tools. It was great to get lots of positive feedback afterwards, especially for members who said they’d be following the content of my “2-minute Business Card Workshop” and improve their own cards for their business.
(I’ve gotta say I was happy that my 60 minute presentation ran exactly to schedule — at the 1-minute notice, I literally only had one slide and concept left to present!)
So now we’re home there’s a few follow-up notes to take care of (a great tip from Daryl Grant — put time aside in your schedule after the event to implement), then it’ll be back into client projects, visiting friends, Rotary activities and life at home … lots of projects “on the go” for this year.
And I’m also looking forward to a return to regular publishing of the 101 Copy Tips … lots more great info to share!
Copy Tips: A Surprising Consideration For Your Guarantee
Did you notice I haven’t numbered today’s tip?
We’ll I’ve been on the road for several days (and 4 more to come) keeping my mind juiced with mastermind groups and some really high end coaching. I’m a constant student of this craft and know that to be successful I cannot work in isolation … that’s why I keep up with fellow copywriters online and also get to live events (at least monthly) … being a pro copywriter, live events really are a “media” anyway, and should always be on the schedule!
So … I will just be giving you a short, sharp mini tip — along with some reports about the events I’m at (more about the events in a moment).
Instead of rushing through a few regular tips in my plan while I’m “on the road”, I’d rather make sure my regular content is as fresh as it can be (that’s me being fresh too — not after two plane trips and a very late hotel check in at Sydney!) … and each post stuffed “as full as a goog”!
(What’s a goog you ask? It’s Australian slang for a chicken’s egg).
So I’ll get back to regular full Copy Tip posting on Friday.
Because I simply can’t post half-hearted Copy Tips … I don’t write these by deadline or word count — I pour as much good info into them as I possibly can!
Mastermind Events
In the meantime, I’ll let you know of what’s going on at Mal Emery’s Platinum2Mastermind group (I’m looking forward to giving my presentation to Mal’s group on Thursday) and give you a couple of bits from the just-completed very first weekend meeting of Pete Godfrey’s Private Wealth Group (wow, has that exploded onto the scene! The first get together was super-charged!).
So here’s today’s mini tip …
It’s about guarantees.
It actually fits in with our current tips on TRUST, in a slightly different way.
It’s a reminder from Dan Kennedy that he wrote in The Ultimate Marketing Plan:
Remember, prospects are always skeptical … even about guarantees!
So while a strong guarantee uses risk-reversal wording and tactics to help remove an obstacle to buy (by providing at LEAST a full refund) … you also need to prove and clearly articulate that your guarantee is believable — that you’ll honour what you say and come good on your promise to refund if the case arises.
It was a great point to remember about the skepticism of prospects… and that’s the mini tip of the day!
Ultimate Entrepreneur Bootcamp wrap
What an enjoyable couple of days I spent at The Ultimate Entrepreneur Bootcamp here in Melbourne this past weekend, organised by Aaron Parsons of the Business Commandos (and his lovely wife Michelle, and friendly crew Brett, Paul Goddin on video and the marvellous Pamela).
It was exciting to speak on Saturday and share some “killer copywriting” tips and techniques, and plenty of the “insider secrets” on the green slides. That was the opening (along with my very own MOOVE marketing formula) — followed by the “weapons of mass persuasion” discussing news releases, tear sheets, prospect business cards, newsletters and testimonials.
In fact it was so much fun I was on my feet for a while more than planned, although that was okay as unfortunately one of the planned speakers was in hospital and unable to get to the event.
First I want to say a big THANKS to everyone attending who came up afterwards and gave me great feedback on the content I shared. It seems very much the effective copywriting techniques were gladly received, given I reckon about 60 percent of the audience said thanks! Thanks too for letting me know the things you loved best about what I presented. If we did meet, I hope we can keep in touch and explore the possibilities in assisting with your copywriting and marketing projects.
Secondly a huge THANKS to Aaron, Michelle, Pamela, Brett and Paul — what a great team behind the scenes making sure the event was a big hit. I know it’s the start of bigger and better things from Aaron and I’m wrapt to be part of it.
I certainly learned a lot from the other speakers at the event and the audience, and of course found ways to improve my presentation for future sessions. Rashid Kotwal and Barbara Sauter did a fantastic presentation about getting fame online (and got plenty of attention), and Aaron certainly did a marvellous job in all of his own presentations — along with the enormous amount of work getting the event to its big day and selecting a good line-up as well (I say that most humbly of course!).
If you haven’t done so already, check out The Business Commandos and keep in touch with Aaron’s news and upcoming events.
Copywriting Masterclass
Am here in Brisbane just preparing to head off this morning to day 1 of Pete Godfrey’s last ever copywriting masterclass.
It’s partly a “refresher” for me and some new content, plus this time my wife Mel is also doing the masterclass: it’s really her first time getting into copywriting other than seeing the stuff I usually do! I think it will be a good combination having both of us skilled in direct response copywriting.
Of course it’s really MORE than just a refresher because immersion means I get to focus again and pick up even more nuances, especially having used Pete’s stuff now for the last 12 months, not just the other copywriting I’ve been doing for the 15 years prior. Pete’s “emotional direct response” techniques are fantastic additions to my “weapons of influence” and every time I hear him live (several times this last 18 months) there’s always something new to pick up and use.
And I’m looking forward of course to catching up with Pete — he really is a Wizard at our craft — as well as a great bunch of “graduates” and friends who are here too.
Will check in and let you know how it goes over the next three days!
Getting Ready For Sydney Platinum Meeting
Tomorrow we head up to Sydney for Mal Emery’s Platinum mastermind group get-together.
This is always a great “brain refresher” for me, as I get to reconnect with like-minded people I haven’t seen for a few months (especially over the busy Christmas/holiday period).
As well, Mel and I a mini-break along with of course the content and presentations at the sessions (which I observe on several levels).
I’ll let you know how it goes!