Sean D'Souza Archive — 2020 · archive.leaniverse.co

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December 2020

Last day for special offer: Why Clients Buy (And Why They Don’t)

📅 December 29, 2020 | View in Gmail

The beauty of Brain Audit lies in its simplicity and the common sense approach it takes.

  There is a cartoon here.

https://www.psychotactics.com/special/brain-audit-offer/

Hi Seree

Marketing provides thousands of ways to get and keep customer’s

attention

But you don’t want thousands of ways. You just want a simple system that’s effective. A system that has been tested for over 15 years and got results. And most importantly a system that you don’t have to pull up a 675 page manualto even work out.

Announcing: The Brain Audit Special Valid until 29 December 2020—(12 midnight US Eastern)

The Brain Audit is the book that gives you a system

The Brain Audit is a step-by-step system that enables you to understand what’s going on in the brain of your customer. It’s a system that is based on a deep understanding of how our mind works, and why we do what do.

When you buy The Brain Audit Special before 29 December 2020 you’ll also get “How To Identify The Right Target Audience For Your Business”.

Special Goodie: How To Identify The Right Target Profile For Your Business

This book will give you an instant understanding on

• How You Can Get Target Audience Wrong • How Target Profile Works • Persona Vs Person and more

Judge for yourself. You won’t regret it.

(This offer expires on 29 December 2020)

https://www.psychotactics.com/special/brain-audit-offer/

Regards,

Sean D’Souza

P.S. The Brain Audit has been around for many years and is unique because it has over 800+ testimonials.

It’s proof that The Brain Audit works, and works very well indeed.

https://www.psychotactics.com/special/brain-audit-offer/

Here is what Raj Aiyer has to say about The Brain Audit

“I did not want the Brain Audit to join the long list of books that I had enthusiastically bought and left them unread midway because I found them later to be –blah blah blah. There’s a lot of mediocre content out there and so I was cautious about buying this.

The Brain Audit an all-encompassing framework to audit your communication.

The beauty of Brain Audit lies in its simplicity and the common sense approach it takes. The specific features I liked the most were that there were lots of examples and great cartoons which made it an easy read.

I would recommend The Brain Audit to anybody who has a business to run and wants to audit their communication or learn the building blocks of marketing.”

Here is what Jonathan Chan has to say about The Brain Audit

I LOVED the Brain Audit!

Like others who are grasping at straws trying to find my way through advertising & marketing, I thought The Brain Audit was probably just more information. I’d already read, The famous ‘Boron Letters’, Jay Abraham’s books and other advertising books.

Firstly, I was extremely surprised on how readable it was.

It was so simple to understand! Secondly, I was even more impressed since I could immediately see where I could improve my landing page (for an upcoming product launch).

It clearly taught me how to systematically think and understand why clients really buy or not buy. There was a simple checklist to go through.

I also loved the stories at the beginning.

They helped me to remember what I needed to and why. Another was the clear explanations helping me understand why I should pay attention to customers complaints and how to use them.

I’d highly recommend the Brain Audit.

In fact, if you know NOTHING about advertising or marketing and are on the fence on which program to buy, just get this! It also comes with the BEST guarantee you will ever see, period. In fact, I regret I didn’t find it earlier. I’d have save lots of wasted time and be years ahead.

Yesterday was the best time to buy The Brain Audit; Don’t waste any more precious time and buy now.

Thank you so much Sean!

Judge for yourself. You won’t regret it.

(This offer expires on 29 December 2020)

https://www.psychotactics.com/special/brain-audit-offer/

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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Announcing Special Offer : Why Customers Buy (And why They Don’t)

📅 December 26, 2020 | View in Gmail

Perfectionism is a hard habit to break. Here are three tools you can try on yourself.

  Psychotactics

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=QoIZw6yBxDcrt5MKw4srQQ

  How To Stop "Perfectionist Clients From

Sabotaging Their Own Success”

  Load the images to see the cartoon. It works!

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=Te5oQN14NIpYpwbqb0IXrg

(This email contains the complete article. However, you can also read or listen to it at these links: Read online

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=Te5oQN14NIpYpwbqb0IXrg | iTunes

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=0ZugZdN5RKGoLzHcRcDSZA | Android

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=hCPpFyKMKLfH7MbGPOCIvA | Spotify

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=LMavB.OQEKWCxPF4DFRRIQ |

What causes diligent clients to slow down their learning?

Back in 2014 or so, I ran into a comment by a client that made me sit up and gasp.

The client was part of a course—an online course—and she mentioned she had been putting in three hours of work every day. I want you to think about what “three hours” means for a small business.

Usually, any business owner is going to put in a long day that goes anywhere between 8-12 hours. And this client was taking three hours to complete her assignment. While that description sounds like a model student, it ends up backfiring and slowing down the progress considerably. And here’s why.

Let’s take an example of an assignment in article writing

Let’s say the client has taken an hour to write an article. To improve that article, she might spend another hour tweaking things. All of this extra work is driven by the desire to make the piece look better. Which effectively means she’s spent 100% more time on the project. Does this improve the project by 100%? Or 50%? Or 37.6%.

The answer is, it barely improves the article by 5%

If that student, learning a craft struggles to figure out what she has to do. Trying to improve or edit what she’s done is a fruitless exercise because the fixes are based on her subjective assessment of what needs to be fixed. But something quite insidious is occurring as well. Instead of spending one hour on the assignment, she’s spent two.

That leads to more exhaustion, and often to greater frustration, simply because the client can’t tell if the changes were worth it or not. The next day, that client will turn up tired and a little reluctant. This reluctance snowballs into further exhaustion and a feeling of dread. The way out of this sorry story is to make the client get rid of that perfectionist behaviour.

Well, easier said than done, right?

That’s what I thought so too when I conducted courses. I wondered why some clients would be dragging their heels when it came to assignments. A little digging into their day to day behaviour and I discovered this quest for perfection. But perfection is only possible if the assignment has no time limit.

Which is why the first thing we did was to put time limits on everything.

Whether it was the cartooning course, the sales letter or the article writing, the assignments were time-bound. And for good measure, the clients had to submit their assignment every day with a quick report about how much time they spent on it.

And clients would respect the time constraint unless they saw themselves as perfectionists. Then our first technique—the timer—was blithely ignored. Stronger measures had to be taken.

It’s time for tactic No: 2: Praise needed to be withheld.

If there’s anything a perfectionist loves dearly, it’s praise. If the client kept to the assignment timings, they were praised. Not all the time, and not always over the top. But the one point that asserted itself was: you kept to the time limit, and that’s an excellent strategy. As the perfectionists watch this praise being doled out, the message seeps through.

They realise that their additional hours of work aren’t being condemned.

But they’re also being starved of specific praise when it comes to the “sticking to time”. In short, they realise that while there’s a decent amount of praise being heaped on the work, the person who gets the most praise is the one who stays within the time boundary—even if the work is incomplete.

Without any specific instruction, a sort of behaviour modification seems to set in. However, it’s not enough to merely avoid praise, because a perfectionist still wants to tick the boxes.

In which case, you use the third tactic. You give them boxes to tick.

Below what you’d see are the benchmarks. As they do the assignments, you set benchmarks that they need to meet. Those are your benchmarks—teacher, not student benchmarks. And the perfectionist looks at the benchmarks and invariably decides they want to tick the boxes. Here’s an example from the Article Writing Course.

What are the benchmarks so far? And how do you fare?

The story, well paced and crisp (about two paragraphs or so): Yes

The reconnect (not too brisk, enough time to savour the jump): Yes

Three point listing at the top: Yes

Every point expanded: Yes

Every section connected to the next section: Yes

And so on.

As the client goes through each of these benchmarks, they get a virtual shot of adrenaline

If something isn’t quite right, you can stop to explain what went wrong, and they can come back to fix it. But at all times they have a benchmark system they can follow. It’s not some vague “let me make this perfect” and instead they have a trail where they can see what makes the perfect article, or complete sales letter—or whatever it is you’re teaching.

Instead of them flailing in the dark trying to find their benchmarks, you anchor them to what will get them the skill. And because we’re already keen on them sticking to the time, they eventually manage to get consistent work done on time.

But doesn’t this method seem constrained and stifle creativity?

What we seem to call “creativity” is found when the person has relative fluency over the subject matter. If you’re learning to ride a bicycle, certain elements need to be in place, so you don’t fall over. Once that core fluency is already in motion, creativity can show up quite confidently. You can do wheelies, or leave the handlebar, or stand on the bike if you need to.

At the stage of learning a craft, the structure is far more productive

But productivity aside, the core factor is confidence. When the client sees themselves hitting goal after goal and meeting every benchmark, she or he is more likely to be eager to show up for the same reward on the next day, and the day after and for the remainder of the course.

The clients start to get better, growing from strength to strength. What’s cooler to watch is how they stop calling themselves perfectionists and aim instead to make the benchmarks.

Every area of learning has clients who claim to be perfectionists

And perfection is not only frustrating and exhausting, but it leads to greater dropout. There aren’t many good stories when it comes to perfectionist behaviour. Which is why we need to take these three tools and use them when teaching clients.

The tools?

1- The timer: Every task needs to be done based on a specific time. When the timer goes off, the assignment stops.

2- Praise for the timer: Those that keep to the timer report in, and are praised—even if the work is incomplete.

3- Benchmarks: Clients don’t know what to aim for unless you specify what’s needed. When you lay out the benchmarks, every client is eager to get that green tick. Which in turn gives them a great of satisfaction.

Perfectionism is a hard habit to break. However, if you use the three points above. you’ll find that clients quickly do what’s good for them, instead of aiming for a perfectionism that’s detrimental to their results. Try it for yourself. In fact, don’t just try it on clients.

Try it ON yourself to.

  Fun Cartoon here

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=vyrWugxGKu6QRb5SK9RhAA

Presenting: Info-Product Free Goodies (How To Create An Effective Info Product

Free Goodies

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=vyrWugxGKu6QRb5SK9RhAA | How to get on the waiting list

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=4.rB._ZTmh1RVdQZIxW9OA |

Share:

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  Product Offers: Links you should visit

  Fun Cartoon here

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=rv1FT4ljwonngvIVdcQy9w

Top-Selling Products Under $50

The Brain Audit

How to market in a way that is respectful to your customers, yet powerfully compelling.

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=c2TSN_wqNS_VXgjPhRnWTg

Testimonial Secrets

How to get meaningful testimonials, without needing to ‘bribe anyone’ for it.

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=SZNcI4nY3cyeUVi92A5Spg

Story Telling Series

How to have that zing in your articles—to catch the attention of the reader and keep them interested?

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=M7zZturnR6HL45MZoSnvFA

  About this eZine and your subscription

Remember to share this article

Announcing: How To Create An Effective Info Product

(Free Goodies)

Goodie 1: Info-Products: Six Powerful Strategies

Goodie 2: Three Ways To Write A Stunning Report Overnight

Goodie 3: Product Sequencing: How to guide customers along a clear purchasing path

Free Goodies Link: How To Create An Effective Info Product

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=vyrWugxGKu6QRb5SK9RhAA

Sales Page and how to get on the waiting list: A Step-By-Step Method to Create Info-Products that Clients Find Irresistible

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=4.rB._ZTmh1RVdQZIxW9OA

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How To Stop “Perfectionist Clients From Sabotaging Their Own Success”

📅 December 22, 2020 | View in Gmail

Perfectionism is a hard habit to break. Here are three tools you can try on yourself.

  Psychotactics

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=QoIZw6yBxDcrt5MKw4srQQ

  How To Stop "Perfectionist Clients From

Sabotaging Their Own Success”

  Load the images to see the cartoon. It works!

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=Te5oQN14NIpYpwbqb0IXrg

(This email contains the complete article. However, you can also read or listen to it at these links: Read online

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=Te5oQN14NIpYpwbqb0IXrg | iTunes

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=0ZugZdN5RKGoLzHcRcDSZA | Android

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=hCPpFyKMKLfH7MbGPOCIvA | Spotify

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=LMavB.OQEKWCxPF4DFRRIQ |

What causes diligent clients to slow down their learning?

Back in 2014 or so, I ran into a comment by a client that made me sit up and gasp.

Let’s take an example of an assignment in article writing

The answer is, it barely improves the article by 5%

Well, easier said than done, right?

Which is why the first thing we did was to put time limits on everything.

And clients would respect the time constraint unless they saw themselves as perfectionists. Then our first technique—the timer—was blithely ignored. Stronger measures had to be taken.

It’s time for tactic No: 2: Praise needed to be withheld.

They realise that their additional hours of work aren’t being condemned.

Without any specific instruction, a sort of behaviour modification seems to set in. However, it’s not enough to merely avoid praise, because a perfectionist still wants to tick the boxes.

In which case, you use the third tactic. You give them boxes to tick.

What are the benchmarks so far? And how do you fare?

The story, well paced and crisp (about two paragraphs or so): Yes

The reconnect (not too brisk, enough time to savour the jump): Yes

Three point listing at the top: Yes

Every point expanded: Yes

Every section connected to the next section: Yes

And so on.

As the client goes through each of these benchmarks, they get a virtual shot of adrenaline

But doesn’t this method seem constrained and stifle creativity?

At the stage of learning a craft, the structure is far more productive

The clients start to get better, growing from strength to strength. What’s cooler to watch is how they stop calling themselves perfectionists and aim instead to make the benchmarks.

Every area of learning has clients who claim to be perfectionists

The tools?

1- The timer: Every task needs to be done based on a specific time. When the timer goes off, the assignment stops.

2- Praise for the timer: Those that keep to the timer report in, and are praised—even if the work is incomplete.

Try it ON yourself to.

  Fun Cartoon here

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=vyrWugxGKu6QRb5SK9RhAA

Presenting: Info-Product Free Goodies (How To Create An Effective Info Product

Free Goodies

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=vyrWugxGKu6QRb5SK9RhAA | How to get on the waiting list

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=4.rB._ZTmh1RVdQZIxW9OA |

Share:

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  Twitter

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  LinkedIn

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  Product Offers: Links you should visit

  Fun Cartoon here

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=rv1FT4ljwonngvIVdcQy9w

Top-Selling Products Under $50

The Brain Audit

How to market in a way that is respectful to your customers, yet powerfully compelling.

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=c2TSN_wqNS_VXgjPhRnWTg

Testimonial Secrets

How to get meaningful testimonials, without needing to ‘bribe anyone’ for it.

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=SZNcI4nY3cyeUVi92A5Spg

Story Telling Series

How to have that zing in your articles—to catch the attention of the reader and keep them interested?

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=M7zZturnR6HL45MZoSnvFA

  About this eZine and your subscription

Remember to share this article

Announcing: How To Create An Effective Info Product

(Free Goodies)

Goodie 1: Info-Products: Six Powerful Strategies

Goodie 2: Three Ways To Write A Stunning Report Overnight

Goodie 3: Product Sequencing: How to guide customers along a clear purchasing path

Free Goodies Link: How To Create An Effective Info Product

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=vyrWugxGKu6QRb5SK9RhAA

Sales Page and how to get on the waiting list: A Step-By-Step Method to Create Info-Products that Clients Find Irresistible

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JOBYkfY0FNEtt1&b=4.rB._ZTmh1RVdQZIxW9OA

Privacy and Spam Policy

I don’t rent, trade or sell my email list to anyone for any reason whatsoever. You’ll not get an unsolicited email from a stranger as a result of joining this list.

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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Announcing:The 5-Part Info-Product Series: How To Create Information Products That Sell

📅 December 19, 2020 | View in Gmail

How to Write the product you want to write to help customers get from point A to point B.

The Info-Product Series:

How To Create Information Products That Sell

  Fun Cartoon here

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=HFp4NU6twYyxfUPCXaPp1Q

How do you create information products that sell?

We all want to create profitable products but aren’t sure where to start.

We know that there are already tens of thousands of similar products or services in the market. So how do we make our information product stand out?

Find out:

• Why satellite products are useful to clients—And profitable to your info-product business • How to name your information product • What would make a course sell out in twenty minutes, instead of three weeks? • How to use the Cannibalisation Strategy in your business • Why information product sales don’t always increase with promotions alone

Here are the links to get started right away

How To Double Your Sales With Versions and Satellite Products

Read online

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=HFp4NU6twYyxfUPCXaPp1Q | iTunes

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=ElujoXKj4ubEXldDAd0A_A | Android

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=nXTaE.rAHZJAtS30wP8SWw | Spotify

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=NU6yxvTRS6t58JL6qcTylg | Google Podcast

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=ZveJgOAYRCZ8OUYJy4R0jw |

How To Create Intensely Catchy Book Names (Without Too Much Of A Struggle)

Read online

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=SIJekGRkfab4zQ6TUgLlvg | iTunes

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=xRwvEkcjjP9fI7_KODogMA | Android

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=7cRtM.q_XU79At3F95VYCw | Spotify

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=w3YaYhDQ4MegNeGW3aPtog |

The Cannibalisation Strategy:Why You Need to Make Your Products (And Services) Redundant

Read online

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=nNDDYmdtNuFbxiclOJXwZA | iTunes

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=6lrCQK_.ru9xPMwJFQY76Q | Android

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=LbmzrYgdvc8C_Ah58Lrksw | Spotify

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=8IO8mHzbN2TF0WItS94z1g |

How To Sell Your Product (The Power Of Being Specific)

Read online

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=c1nhZ_kPBnLWAVorP6mqDg | iTunes

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=znZ6bvD0jc0ojw8a_4WV2Q | Android

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=Oa3Pk5BDpX0qXIcbn2dEfg | Spotify

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=jqna9nyoMFpfrONMJQQQcg |

How Giveaways Increase Sales of Information Products

Read online

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=DHiqKvmmNDaAj3VmiklLsg | iTunes

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=tYqibX6zSOqHyy.xXht7TA | Android

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=nAVQYg45lyjaHSIJ2B3HuQ | Spotify

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=1O4AZrhqbtVthug8BouZbQ |

  Image

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JUlt3Y14VNEtt1&b=Nw.QzvWJ7LEPfM0GZ5tOTw

Warm regards

Sean

P.S. If you enjoyed the series, do share it with your friends.

You can post the links in your WhatsApp Group, Facebook Groups, LinkedIn or even send an email.

You can cut and paste the entire five links above. Or send them to one link:

How To Double Your Sales With Versions and Satellite Products

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How To Create Intensely Catchy Book Names (Without Too Much Of A Struggle)

📅 December 15, 2020 | View in Gmail

What are the two forces you can use in your title, for your book to go from Good to Great?

  Psychotactics

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  How To Create Intensely Catchy Book Names

(Without Too Much Of A Struggle)

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  (This email contains the complete article. However, you can also read or listen to it at these links: Read online

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If you were Alexander the Great, how many cities would you name after yourself?

As he worked his way through his conquering spree, Alexander the Great conquered Egypt, Judea, Syria, Mesopotamia, Persia, Phoenicia, Anatolia (modern Turkey), Bactria and all the way to India. Often when he’d conquer the cities, he’d name it after himself. And Alexander named 70 cities after himself and one after his horse!

It’s slightly obvious that Alexander didn’t feel the need to take the time to create unique names, but as writers; as business owners, we have the somewhat troubling task of having to choose names all the time. If we write a book, we need a name. If we conduct a seminar or give a presentation, a name also helps. And yes, even a giveaway report might need a name.

The question that arises almost immediately is: how do we name our information products? How do we come up with a non-boring, non-yucky book title?

First, let’s look at what we need to do to get a great title.

Step 1: Don’t write the title. Find it.

Step 2: Paradox in the title

Step 3: Go from writing to explaining

Step 1: Don’t write the title. Find it.

If you look through the Psychotactics website, you’ll find some pretty interesting book titles and some below-average ones. One of the below-average book titles is called “Blackbelt Presentations”. For a name to tickle the brain, it needs some oomph, and if you want a name that has none of the pizazz, it’s ‘Black Belt Presentations’ The reason why it’s so boring is remarkably simple.

I was the author. I wrote the title.

But what are you supposed to do as an author? Aren’t you supposed to come up with the title?

Yes, you are, but incredible as it sounds, your title is often located elsewhere. If you pick up a book, watch a video, and you are alert, you’re almost always going to find a title, often within a week, but usually within the day itself. Authors write catchy phrases without realising it.

Take, for instance, a book I was reading at the cafe one morning. My mind was on my upcoming book, which was on the topic of talent. And within the book I was reading, the line went like this: “Yes, but the main thing is that greatness is doable. Greatness is many, many individual feats, and each of them is doable.”

If I were writing a book on pricing, that idea of “doable greatness” would not have stood out for me.

As it happened, the term was exactly what I was looking for. And the phrases seem to pour out of the book. “Incremental mastery, the mundanity of excellence.” Without trying too hard, I was able to find a series of phrases, all of which would make catchy book titles. Granted, the author was also quite proficient at her writing, but even under normal conditions, you’ll find yourself running into phrases that can become titles.

And if you can’t see the title yourself, you’ll be amazed at how clients can find it for you

In November 2018, I was headed to speak at an event in Australia. My slides were about the topic of “how to acquire talent”. At that point, the name of the presentation was “The Talent Equation”.

Along the way, Renuka and I ignored our own advice and tried to force bit a title. The result? We ended up with a name, “The Talent Muddle”. At which point I sent the slides over to a client and friend, Simon Lamey. He came back and told me he loved Slide No.8.

What was so special about Slide No.8, I wondered

And there it was. It said “Suddenly Talented”. I remember vaguely writing that term, but it was just something I slid onto a slide. But it stood out like a beacon to Simon. And of course, the penny did drop.

We both—that’s Renuka and I—knew that we had the title we had been looking for. If you think that’s a fluke, almost the same thing happened to Chris Anderson when he wrote the book, “The Long Tail”. It was one slide. It became the basis for its own book.

If you’ve written a chapter or a report, send it to a client or friend

Ask them to read a small section or chapter and send int the short ideas or “sound bites” that resonate with them. You and I can spot phrases and important bits in other people’s work but have a decent amount of myopia with our own. Send it out: send out that presentation or webinar or booklet. Let a friend or a client help you out.

But that’s just one method. Once you have the name, how do you know it’s not just a name. How do you know it’s super cool, instead? Let’s find out in the next part where we look for the paradox in the title.

Step 2: Paradox in the title

Notice the title of the book, “Suddenly Talented?”

What’s odd about that title?

It’s not hard to figure out that “talent” doesn’t seem to be something that shows up knocking on your door. Most of us believe talent to be either inborn or something that takes a mind-boggling 10,000 hours to acquire. Sudden talent seems to prod us, even provoke us. And it’s a paradox that’s doing all the work.

When you put two opposing forces together in a title, your book title goes from good to great

See that? “Good to Great” also happens to be the title of a book where “good is the enemy of great”. And if you really want to see some great titles, head over to a bookshop, or as I did, go to the library.

There on the shelves of parenting, one book jumped out at me. The title: Shitty Mom. Then in the cookery section, “Three veg and one meat” caused me to do a double take.

Titles that have opposing forces include:

• Boldly Cautious • Prosperity without Growth • The Mundanity of Excellence • Slightly Famous

The paradox might not seem quite that easy to get to, at first

But it’s a good indicator of a title that will get immediate attention, even in a crowded library. It isn’t to say that a straightforward book title won’t help. But if you had the choice of a book title that said “Graphics for Business” vs. “The Non-Designers Design book” which one would you pick first?

Tens of thousands of books don’t have this paradox factor, but put that paradox in your title and watch how it gets immediate attention.

But what about one-word titles?

Books like Outliers, Grit, Positioning. They’re all best-sellers. Shouldn’t you be choosing the one-word title as well? It’s your call, of course, but if you do choose one word, your subtitle has to do all the explanation.

Your subtitle will need to pack enough curiosity to get the reader to pick up the book off the shelf. If on the other hand, you have a paradoxical title, as well as a curious subtitle, you’ve provided your book with the best possible option ever.

Once again, you want to look for this kind of title while reading, watching or listening

Or, in turn, using the keen insight of your client or friends. However, trying to find something that might not always work out right away.

After all, the “Suddenly Talented” title took well over a year for us. And you might not have time or luck on your side. In which case, we have to use the third and most promising method of all: the explainer method. Let’s find out how we go about using the explainer method to our advantage.

Step 3: Go from writing to explaining

I was in Houston, Texas, when a participant at the sales page workshop tried to write a few lines. The lines were confusing and sounded stiff to the ears. It was just before the lunch break, so we headed out for lunch.

Over that Peruvian meal, someone asked her yet again about the product she was selling. And what she said next was pure magic.

She’d gone from writer mode into explainer mode

When we explain something, there’s a bit of a shift in the way we express ourselves. While writing can remain quite rigid, the spoken word has no such boundaries. It can start, zigzag its way across, and use analogies to explain the concept.

Which is approximately how I came up with the name “The Brain Audit”. It wasn’t like I sat down to tease out a name for a book. But when asked what I was really doing, I’d say, “it’s an audit system.

Your brain goes through a bunch of speedy steps when you have to make a decision. And this system, well, you could call it a Brain Audit”.

The same principle was used for the title of a course we’d be conducting in the future

We already have a series of books for sale on the topic of storytelling, but I was keen to do something more in-depth—an online course. When prompted to write a name for the course, I couldn’t come up with anything at all.

But when asked to describe the course, I seemed to perk up and talk about how a story progresses from suspense to success and then a big fat problem. “It’s a bit like traffic lights,” I’d say. “Red, orange and green”. You know the name of the course already, don’t you? It’s called “Traffic light storytelling.

Blackbelt presentations—that’s very much a “sit down and write the name” kind of title. But Chaos Planning, The Brain Audit and Traffic light storytelling all came from this need to explain the concept to someone else.

And while you’re never really sure how the explanation tumbles out, you try and explain as you notice the furrowed confusion on the face of your audience.

You backtrack, jump hoops and try and explain yourself. Using this method might seem a little uncomfortable at first, but within a few tries of explaining yourself, you’ll find it to be one of the most efficient ways to get to a title.

If you’re a consultant and you want your client to come up with a title, ask them questions and that’s how they’ll come up with their title.

One little story and we’re out of here:

Many years ago, I was sitting with my friend, Eugene Moreau. I don’t know the name of his presentation course, but as he was explaining it to me, he drew out thirteen boxes on a piece of paper. To me, it seemed obvious that instead of just another random name for a course, he should call it the 13 Box Course. And that’s exactly what he did.

Which in turn brings us to the end of how to write a book title—and a non-boring one too

• Step 1: Don’t write the title. Find it. Or get a client to find it for you. Ask the client to read just a single chapter or a booklet or look over your slides. Ask them to pick on phrases they liked. That’s your starting point. • Step 2: Make sure you have a paradox, wherever possible as it dramatically increases curiosity. A paradox is when the terms almost contradict each other like “Shitty Mom” or “Suddenly Talented”. There are titles like 13 Box or Traffic Light Storytelling that don’t fit this model, but they’re still curious titles. The goal is for someone to pick up your book, your report or your course. • Step 3: Step from the writer mode to the explainer mode. In explainer mode, you’re more likely to go down a path you’ve not explored before. You’ll use analogies, stories and words that will fit together at some point.

It won’t matter if you write one book or seventy books. Using these steps, you’re likely to avoid Alexander the Great’s “name writer’s block” and give each of your product an individual, curious title every single time.

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Why A Hundred Year Old Marketing Book Matters More Today (Than Ever Before)

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How To Recalibrate Your Life’s Priorities (Despite The Unending Torrent Of Work)

📅 December 12, 2020 | View in Gmail

If you’d like to recalibrate your life here’s what you have to do.

How To Recalibrate Your Life’s Priorities

(Despite The Unending Torrent Of Work)

  Fun Cartoon here

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Do you find yourself loving your work, but knowing that you’re getting a bit one-dimensional?

You work, then work, then work some more.

And when others around you protest that you’re working, you say, “But I love my work” or “I’m not working that much”. You find yourself justifying the importance of the work, both from a monetary point of view as well as something you want to do.

And yet, you know that setting needs a slight recalibration. That there are these things called hobbies. Things that you do for no reason at all, but for the pure joy. Where there’s no financial benefit at all, and yet it somehow seems magical.

If you want to keep working endlessly, that’s a call to make.

But if you’d like to recalibrate your life to include something more, here’s how you go about it.

Online

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Two podcasts on luck and how to get things done

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Can We Really Systemise Luck? (Or Do We Continue To Depend Upon Hard Work) Let’s dump the “hard, hard, hard work” mantra for a while and find out how to make luck stick.

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How To De-Stress With The Second Last Minute Deadline

And how do you use it to get things done not just well before time but also a lot better?

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Warm regards

Sean

P.S. May I ask a tiny favour?

Would you mind sharing this podcast with one person? I would love it. You can post the links in your WhatsApp Group, Facebook Groups, LinkedIn or even send an email.

You can cut and paste the links above. Or send them to one link:

How To Recalibrate Your Life’s Priorities (Despite The Unending Torrent Of Work)

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Last Day For Special Offer: (New!) Website Components 2.0-How To Create Compelling Pages On Your Website + Special Bonus

📅 December 07, 2020 | View in Gmail

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These three pages are critical to any website, and yet we often put the content together on these pages hurriedly.

Well, “hurriedly” is the wrong word to use.

Instead we spend hours trying to get just the right content; just the right look. And then, after hours, maybe days of frustration, we put together something that seems right.

But is it really compelling?

Can it be more compelling?

What’s really missing? And is there a simple way to fix it—while retaining your own voice, your own personality?

Introducing: The Website Component 2.0 Series

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Warm regards,

Sean

P.S. This product is very critical if you’re just sitting down to write your pages, but it’s even more critical if you have these pages up, and you’ll like to improve them to help you convert more traffic.

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📅 December 05, 2020 | View in Gmail

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Hi Seree

Do you often wonder if your home page, about us page or client acquisition page is working at less than its full potential?

These three pages are critical to any website, and yet we often put the content together on these pages hurriedly.

Well, “hurriedly” is the wrong word to use.

Instead we spend hours trying to get just the right content; just the right look. And then, after hours, maybe days of frustration, we put together something that seems right.

But is it really compelling?

Can it be more compelling?

What’s really missing? And is there a simple way to fix it—while retaining your own voice, your own personality?

Introducing: The Website Component 2.0 Series

Find out for yourself how you can spruce up the home page, about us page and the sign up page. We deconstruct existing pages and then in true Psychotactics-fashion reconstruct them step-by-step.

And the Special Bonus: How To Maximise The Power Of Bonuses

In this 40 page booklet you will learn:

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Warm regards,

Sean

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Long Read: How Do You Incentivise Clients To Finish A Course?

📅 December 01, 2020 | View in Gmail

You’re the conductor. The real force are the performers who make the music.

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How Do You Incentivise Clients To Finish A Course?

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If someone doesn’t do something they signed up for, should you throw them out like a bad apple?

The answer is almost irrelevant, because what applies to a course, should then apply equally to life. Let’s say you’re a trainer that believes in a rigid mentality of “you’re in, or you’re out”. Well, how would we apply that concept to life?

• If you signed up to be a parent, and your kid didn’t eat her meal, does your kid get taken away? • If you signed up to get your electric supply from the utility company, and you forget to pay your bill, should the utility company throw you out and refuse to supply power forever more? • If you bought yourself a meal and didn’t feel like eating it, hence abandoning the meal, should you be forever banner from the restaurant?

The logic of throwing out a client bases itself on these three “theoretical” scenarios. It says: If you’re not 100% in, you’re out. And that would be a very harsh world indeed. I can’t think of one of us who hasn’t run a red light, has not told several dozens of lies and who’ve at some level failed to keep a promise.

We continue to exist because we make this world more forgiving

One may say: that’s only the philosophy of it all. I think philosophy is important. It’s what allows us to make decisions that are beneficial to us.

This concept, by the way, also applies to countries and torture tactics. If you were read about how the intelligence community works, you’ll quickly realise that a lot of information can be gathered through cooperation, not coercion.

Coercion leads a person to tell you what you want to hear. This isn’t to suggest that cooperation can always be obtained, but the chances of getting results tends to be better though cooperation than coercion.

Once we get past the philosophy, we can dig into the method. Is it truly possible to get clients to finish a course? What causes them not to finish a course? What can you do to help them get there? And do you even have to incentivise them at all? (the short answer is NO).

Let’s get to the method, shall we?

The three points I’ll cover:

• A Mindset Flip: How do you design a course where clients never want to leave? • The Core Understanding: No one really wants your course or product. • The Importance of Groups and the Safe Zone.

Part 1 – A Mindset Flip: How do you design a course where clients never want to leave?

You may (or may not have heard) of the watercolour story of my nieces, Keira and Marsha.

Keira was not really interested in drawing saying bluntly to me, “I can’t draw”.

She’s 9 now, so she knows her mind. Marsha on the other hand will go along with a plan, because of her nature, but she too rated swimming as a 10/10 and drawing at a 5, which in a teenager’s rating system is the closest thing to “meh”.

Four months later, the biggest highlight of their week is drawing class every Friday

What changed, you may ask? The answer is “fun”. From the very first session, the big idea was to have fun. They’d arrive on a Friday at 6 pm, and the music would soon be blasting.

They pour themselves drinks, complain about each other’s parents, chomp through chips and dance. The drawing class is supposed to be from 6-7:30 pm. We conveniently shove it into the last section and give them just 30 minutes to draw and paint.

This usage of time might seem incredibly wasteful for most trainers

A course, a workshop, any kind of course should be about getting the biggest squeeze out of the day, shouldn’t it? Yet, when you get to a Psychotactics workshop, for instance, you’ll notice these enormous gaps in between the work. And some of these gaps came about by fluke while others were meticulously designed.

Take the Singapore Sales Page Workshop, for example. The meeting room was on the fourth floor, I think. No coffee or tea was available as it was just a meeting room, nothing more. To get to our coffee, we had to descend four floors, cross over to another building complex, get on an escalator, and 10-12 minutes later, we’d start to order the coffee.

The entire sequence of returning to the room played out in reverse. When you consider 20 minutes of travel and about 30 minutes of coffee time, that’s a staggering 50 minutes of wasted time. And just for good measure, we’d do it thrice a day: two coffee breaks and lunch (which was even longer).

Can you spot what’s common between my nieces and those doing the workshop?

Sure you can. It’s all downtime and mostly fun time. To understand why all of this fun time is so important, you have to understand the “want factor”. The “want factor” is when people say they want something, but they actually want something quite else.

Which goes to suggest that clients who come to a workshop will tell you one thing but want quite the other. What’s worse is they don’t know what they really want, at least at the start.

To test this theory out, let’s ask the question: What do clients want when they attend a workshop?

The obvious answer is “to get all the possible information”. But let’s say you were to give them not just the information, but twice as much. Instead of ending their day at 4 pm you go on until 8 or 9 pm every night. See the look of horror on their face?

The clients say they want to learn more but when given the chance to do so, they want to escape from the room. They’re focused on the EXIT sign. When they get up and move they’re having fun. They talk, they move, they engage.

The same principle applies to any group either online or offline

A group in the midst of a course may assure you they’re there to learn, and indeed they are. Even if you’re not just giving information, but are imparting a skill, they’re still having to work super-hard.

Every day is a pain and what you’re effectively saying is, “learning is hard, learning is not fun, learning is practice, practice, practice”. Is it any wonder why people simply drop out?

Let’s not forget the goal in this quest for fun

Marsha and Keira still paint amazingly well week after week and in barely 30 minutes. The students who come to our workshop, come back time and time again, almost demanding another workshop as soon as possible.

Clients who do one Psychotactics course, will do anywhere between 2-5 courses even though the courses cost a few thousand dollars.

The goal of imparting a skill is not throw to the wind. Instead, it’s part and parcel of the entire learning experience. However, in the quest for skill, we have to make sure there’s no overload.

That at all times, clients are just 5-10% outside their comfort zone. And that even while they’re shaky on day one of the assignment, they get reasonably comfortable by the end of the week.

If the assignment needs two weeks, then two weeks are what they’ll get. They get to a stage where the new learning is no longer something to be feared, but something they have a decent grasp over.

How can you design a course where clients never want to leave?

Instead of trying to make them stay, how about creating something that’s so much fun that they dread the thought of the course ending, even though the course has only just begun? This course design involves a great deal of preparation and understanding of what clients really want. But the core of what they want is this:

• They want to have fun. What can you do to make it fun for them? Are the groups having a blast or is everyone sulking in their own corner?

• What skill can you guarantee? With all the coffee breaks and trek up and down, we guarantee the skill. That is the primary reason clients come back. If all you can do is guarantee more information, more slides and more notes, well, that’s the hell that most courses put us through. Which is why learning is such a pain in the butt.

• Do you design the assignment so that they can control it reasonably well within the week? And what if they can’t? Do you have the breathing space for two weeks? People who struggle aren’t having fun. If you don’t design a course with lots of breathing space (and breaks) your clients are always going to feel like they’re running uphill. Guess what happens next?

Most trainers talk about the mythical concept of course completion

Course completion is like finishing school. Yippee, yahooey. What’s the point of simply going from start to end? People want to have fun along the way as well. If you design badly, your clients will be miserable and then a bad teacher blames the student.

A good teacher looks for pockets of fun. Be that teacher. The teacher you always wanted to have. Start with the mindset flip in your own brain and watch how it changes the behaviour of your clients.

Part 2: The Core Understanding: No one really wants your course or product.

What does the mother want? The labour pains or the baby?

Pretty pointless question when you think about it, right? Then why is it that we all tend to focus on the labour pains as the main selling point? Why do we put our product or course on a pedestal? When you really stop and think about it, would a client want to do an Article Writing Course? Would they really?

Would you want to put yourself through three months of discipline just so you can write quickly and with confidence? What if you could have a fairy godmother wave a magic wand and gift you the ability to write like a dream?

You get the point, don’t you?

No one really wants your product or course. No one wants your book, your workshop, your whatever-it-is-you’re-selling. They want the end result, that’s for sure. And if they have to go through your book or your course and workshop, they want something else. They want to enjoy the journey.

Let’s think of a long journey, shall we?

Let’s say you’re flying all the way from Auckland to say, Houston. That’s 15 hours of non-stop travel. The goal isn’t getting on the plane and definitely not sitting on the plane. Which is why airlines make the journey at least a bit palatable. You have a meal in the skies, imagine that. Many meals, in fact.

And that keeps most of us busy. If we’re not eating, we’re watching endless videos on our personal screen. The journey—that 15 hour journey—is tedious at best, but take away all of the meals, TV screens and get you to sit on a bench like in those bombers and you’ll notice that you’re suddenly looking for a parachute.

People leave courses because it’s plainly not fun

And for it to be fun, the responsibility of the student must lie with the teacher. Yes, there are dozens of things to be done with regard to course design, but one of the most important point is to know your student. For instance, on a Psychotactics course there are participants that love to make long posts.

The assignment might be 800 words long but the discussion that follows might exceed 2000 words. That participant may want to talk about their family, the challenges they’ve had in the day. etc.,

On the other hand, there are participants that don’t say much. They participate, do what’s required and they’re off. As a teacher you need to understand individual needs, much like airlines do.

Even the airlines figured out that one movie doesn’t suit everyone

If you flew anywhere until the early 2000’s, you had to watch the movie everyone watched. Now, it’s personalised, isn’t it? And the teacher needs to know, as far as possible how to work with every student; how to make the shy ones more comfortable in the group; when to push and when to let things go.

All of this is about making the journey more interesting. However, if you believe that your course is all about the content and the teaching then you’re hopelessly off the mark.

The journey needs to be fun

The teacher needs to know, as far as possible, how to incentivise you as an individual. Be a better airline and you’ll become a better teacher. Focus on the journey and how to make it fun.

Part 3: The Importance of the Group and Safe Zone

Who’s the most important person in an orchestra?

If you said, “the conductor of the orchestra”, you’d be right. But you’d also be slightly off the mark, and here’s why. The conductor may choose the music that’s to be performed.

They may well make adjustments, to the tempo, the phrasing, articulation. And they will then convey this vision to the performers. But eventually, it’s the performers that make the music.

In a course, a similar situation occurs

A trainer might believe they’re in charge and is more than likely to have an overrated self of importance. Yet, the real force behind the achievement are the groups themselves. And there’s a pretty good reason why. But before we get to the reason, let’s deviate a second to a horrible situation.

Let’s get to a group where there’s chaos

A group where everyone’s trying to get attention at the cost of the others. A group that’s not systematically been put together on the basis of male/female, existing and new, introvert and extrovert.

In short, it’s like having an orchestra where there are seventeen trumpets and one violin. A group that’s not carefully vetted is a recipe for disaster. And sadly, that’s what most groups happen to be like, online or offline.

The reason orchestras make such beautiful music is because the group has been carefully picked

At Psychotactics, we take a lot of care to filter the clients that enter a group. And even when they’re part of a course or workshop, there’s additional care taken to make sure there’s a clear reason why every person is part of the group.

Finally, a group is never fewer than six or seven members, a figure we’ve found that works very well to get a group to trust each other.

Yet, no matter how well a group is chosen, there’s no reason to believe they will work well together. We know there’s safety in numbers and there should be safety in a group, but that’s not the way a client feels. They almost immediately feel unsafe. They’re in a crowd full of strangers and that is a problem that needs to be resolved right away.

In a workshop or seminar, this issue is resolved the day before

A group that’s too large ends up being totally pointless. You’re just one of 50 or more people. You try to connect, but can’t. Once again, we used to keep the workshop group to below 35 in all.

And since 2015, the group sizes at workshops have been just 16. This small number lets the group members get to know each other. And that camaraderie starts on the day before the event.

The evening before, everyone meets at 5 pm and are introduced to each other. They get to see the room, are told what to expect and then we all go to dinner. In recent workshops, we’ve pushed that evening to a whole day.

In Brussels, the group went to the Tintin Museum. In Munich we’ll be going also heading to the town centre to museum and then for lunch, and finally for dinner.

At this point, the introverts amongst us might feel a bit of pressure

Yet, most of the activities are designed for small sets of people. The group might be about 16-strong, but they get to know smaller sets of about 3-4 people. The afternoon passes, so does the evening. Instead of a bunch of strangers walking into the room next morning, the energy is the room is one of friends meeting yet again.

The same kind of fun element can be created on an online course

Instead of rushing headlong into the course, we tend to spend the first week doing extremely simple, almost too simple exercises. What’s really happening at this stage?People are still in their unsafe zone, despite being systematically put in groups.

Because the assignment is simple, they first get to know members of their small group of 6-7. Then they go outside that inner circle and meet others. In short, a bonding ritual starts to build up, and it takes all week.

Why is all of this bonding not a waste of time, and instead useful to the learning?

Group dynamics are such that members of the group don’t want to let the group down. The violist may not have had much to do with the guy who’s handling the cow bell, but once they’ve had dinner and gotten along, they’re now keen on seeing each other get to the finish line.

You’d think they take their lead from the conductor, and yes, they do. But the smart conductor knows that it’s in her interest to make the group trust each other. In a course or workshop, when paired together, a group desperately wills and encourages their members to completion.

When someone feels like giving up, they don’t feel as much allegiance to the teacher as they feel to the group. A group that is built to work together and trusts each other is such a wonderful tool, that only a fool of a trainer would believe that it’s all about them.

And it’s this bonding that creates a massive safety cordon

It’s only when people are safe do they start to relax. When they relax, they learn faster and better. If you’ve done your job well, they won’t just be working on the assignments.

Instead, they’ll be talking about ice-cream, their family, the movies and a whole bunch of other stuff. The more they interact and let their hair down, the greater the chances of them getting to a result, and getting the skill.

Offline, in a workshop or seminar setting, you still have the clients in a room. In a weird sort of way they’re hostages because they’ve travelled a long distance, booked hotels, etc.

It’s online, however, where you really can test the mettle of a trainer, because despite being in different countries, from different cultures and professions, the trainer has to keep the group going right to the very end.

It’s easy to blame the clients.

It’s a lazy move. It’s the way bad trainers shirk their responsibility. Instead a trainer needs to pay close attention to these three points.

– To design a course where clients never want to leave

– The core understanding: no one really wants your course or product.

– The importance of groups and the safe zone

And there’s a big payback for all of this hard work

If you’ve been part of Psychotactics for a while, you’ll find that courses fill up in 24 hours, sometimes even 24 minutes. It seems ridiculous that a course can fill up almost as though people are buying tickets for a rock concert. And yet, it’s not very hard to see why the course fills up so quickly. Very few new clients get in.

Instead, over 50-70% are repeat clients. Some clients have been to every course we’ve ever had on their content; done every course we’ve ever hosted online. With this level of due diligence you don’t have to resort to advertising or a ton of hoopla. Clients come back on their own accord, just as musicians go back home and reunite for another concert tour.

It takes time to get your act together when designing courses and workshops. Don’t be in a hurry yet. But bear in mind that you’re just the conductor. The real force are the performers. They’re the ones that make the music.

Pot of clay.

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November 2020

How To Avoid Duds And Time-wasters When Hiring Or Outsourcing Staff

📅 November 28, 2020 | View in Gmail

Here are the three steps we take to get very precise hiring results.

How To Avoid Duds And Time-wasters When Hiring Or Outsourcing Staff

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Which is the most frequently used method of evaluating someone you want to hire?

Usually, the method used is quite bizarre. You tend to ask for references, probably some sort of resume and you’re expected to make a decision based on those parameters. However, almost everyone will make sure they have a polished resume, which means you don’t know if the person is really a good fit for the job.

At Psychotactics, we’ve hired duds before.

And in order to avoid the frustration of hiring and then having to let go of staff/outsourcers, we’ve devised a method that is surprisingly easy—and effective.

Here are the three steps we take to get very precise hiring results.

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When it comes to testimonials for our product or service, we assume clients have to get to the end. Or do they?

The reality is that it’s a mistake to wait until the end because anyway clients aren’t giving you a review of the entire product or service, but only a small section.

But what structure and system do you follow to get a testimonial—or even to get the client to respond to your request?

Let’s find out in this series on Testimonials:

• 3 Proven Methods To Get Great Testimonials

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• “Pit Stop” Testimonials: How to Get Testimonials (even when your product or service isn’t quite ready)

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• The 17 Question Testimonial: How To Ensure You Get an Amazing Client Response

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Warm regards

Sean

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You can also send them directly to this link. (It takes then directly to this podcast)

How To Avoid Duds And Time-wasters When Hiring Or Outsourcing Staff

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Announcing! How to Speed Up your Sales with Client Attractors

📅 November 24, 2020 | View in Gmail

What happens once your customer goes past the headline into the rest of the copy?

  Client Attractors Book

https://www.psychotactics.com/products/client-attractors/

You already know that 80% of a sales letter depends on your headline

And therefore it’s not uncommon to see writers spend many hours testing and re-testing their headline.

But what happens once your customer goes past the headline into the rest of the copy?

Which are the elements that cause customers to feel an urge to buy your product or service?

The remaining 20% is what causes customers to buy…

•    In order to take customers to the next stage, you have to have a rock-solid system to help structure your sales page.

•    You have to know and understand the elements so that customers respond to your offer.

So isn’t it time to find out what the remaining 20% is all about?

And how you can quickly learn and implement that 20% to improve results.

Find out more details at this page and judge for yourself!

https://psychotactics.com/products/client-attractors

Warm regards,

Sean

P.S. The bonus on this product is really worth having. It will really give you an insight into sales pages like never before.

Check out the bonus :)

https://psychotactics.com/products/client-attractors

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Pre-sell Goodies 5 : How Pre-sell Helped Reduce Frustration by 75%

📅 November 22, 2020 | View in Gmail

How Pre-sell Helped Reduce Frustration by 75% Download Do you know what’s the biggest problem with sales of any kind, whether offline or online, product or service? It’s the fact that the customer is not ready to buy when you’re ready to sell. So there you are with your wonderfully crafted product or service, and while a lot of folks have promised to buy it, those sales aren’t happening right this moment. So you have to do what we did at the start We had to keep promoting the product for weeks (actually, months on end) to get traction. And when it came to live events like workshops or online courses, it was even more critical that everyone bought by a specific date. Of course, if you’re terribly persistent, things happen. But all this persistence drains you And anyway we never wanted to have those rotten squeeze pages. We didn’t care one whit for joint ventures (even when offered). Affiliate systems are nice, but again, not quite our cup of tea. So we had to find a system that would meet our goals and reduce frustration dramatically. Even so, the first time we ran the pre-sell strategy we were surprised! Most products or events took a bit of time to fill. So we sent out our email, put the sales page up and went out for a coffee. An hour later, this $2500 course was already oversubscribed. And while that’s nice, we thought it was a fluke. So we tried it again and again We tried it several times in 2010, then in 2011, then in 2012. And then every year since then. And we even got some of our closest clients to try it on other products e.g. a company selling tea. Without fail, it reduced the frustration and sold the product/service time and time again. And continues to do so. If you want to say goodbye to the frustration you will find the pre-sell (pricey as it is) is well worth the price—and then some. But check it out for yourself at: https://www.psychotactics.com/presell Warm regards, Sean D’Souza P.S. This product will next be available on 21 November 2020 to those on the waiting list.

Announcement: How to Speed Up your Sales with Client Attractors

📅 November 21, 2020 | View in Gmail

We are in an extremely tough market with lots of competition. So what do

  Client Attractors

https://www.psychotactics.com/products/client-attractors/

You already know that 80% of a sales letter depends on your headline

And therefore it’s not uncommon to see writers spend many hours testing and re-testing their headline.

But what happens once your customer goes past the headline into the rest of the copy?Which are the elements that cause customers to feel an urge to buy your product or service?

The remaining 20% is what causes customers to buy

•    In order to take customers to the next stage, you have to have a rock-solid system to help structure your sales page.

•    You have to know and understand the elements so that customers respond to your offer.

So isn’t it time to find out what the remaining 20% is all about?

And how you can quickly learn and implement that 20% to improve results.

Find out more details at this page and judge for yourself!

https://psychotactics.com/products/client-attractors

Warm regards,

Sean

P.S. The bonus on this product is really worth having. It will really give you an insight into sales pages like never before.

Check out the bonus :)

https://psychotactics.com/products/client-attractors

P.P.S. Here is what Sue Elliott has to say about Client Attractors

  About Client Attractors

https://www.psychotactics.com/products/client-attractors/

“We are in an extremely tough market with lots of competition and the information helped us see how our product is different than all the rest.”

I didn’t really read the whole book yet because I was stopped in my tracks with the features and benefits part because that’s what I was interested in most.

We just went online with a new product and frankly was struggling with the whole features versus benefits thing. The information provided was very insightful and in fact helped me see that our product actually works in three ways and not two (among others)!

We are in an extremely tough market with lots of competition and the information helped us see how our product is different than all the rest. The features and benefits we came up with are now going to the basis for other advertising handouts, all because of your book!

While reading and figuring out our features, our enthusiasm just blossomed.

It also brought home the whole “how are we different than the competition” in all of our minds. We knew it on a gut level but when compared to others, we could very clearly see how our product just really stands out.

I would highly recommend Client Attractors because it makes you see what your offerings are in a totally new and helpful way.

If only I had read the book earlier. Was interviewed briefly on a radio show about our product. Had I known, what I know now, the interview would have been able to detail why our product is so different in a way folks could really understand. It could have been the bright spot, in what was really a terrible interview.

Sue Elliott,

HouseKeeper Secrets, LLC

Carson City, NV, USA

Judge for yourself: Client Attractors

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Pre-sell Goodies 4: Why Pre-Selling Products Is A Sound Marketing Strategy

📅 November 19, 2020 | View in Gmail

Why Pre-Selling Products Is A Sound Marketing Strategy

It’s the centre court at Wimbledon.

The big digital Rolex scorekeeper is blank.

No linesperson peering whether the ball is in or out.

No umpire somberly saying,“Quiet please,”

And no, Maria Sharapova isn’t doing a practice run either.

Heck, we’ve arrived at Wimbledon centre court a month too early

Yes, we have. But those empty seats you see, aren’t empty seats any more. Each one of them is fully paid-up, well in advance. Yup, you got it right first time. Each of those seats are pre-sold way before the event.

The movies do it.

Starbucks cards do it.

Sports events do it.

So why on earth, don’t you pre-sell your product?

Why do you wait to smell the ink on your freshly printed books? Why do you wait to see the superb packaging on your information CDs and DVDs? Why do you wait to dot your I’s and cross your T’s when you’re about to release an ebook?

I’ll tell you why

Because you’re doing the way things have always been done. The guy in the line before you, didn’t pre-sell. He waited till every part of the product was ready to ship/deliver and only then, decided to put up the sales page and sell the products.

And the biggest reason is fear.

What if you don’t finish the product on time? What if you don’t ship on time? What if the customer gets mad and reports you to the authorities as a fraud?

The ‘what-ifs’ swirl in your brain like whirlpool

Invariably those what-ifs suck you in and prevent you from the big advantages of pre-selling your product.

So let’s get to the point, shall we?

Advantage No.1: Preselling puts an external deadline on you.

The reason why Wimbledon, the Olympics and other events start spot on time, is because it’s pre-sold. There’s no deadline extension. Everyone works towards a focused, unrelenting goal.

On the day you’re supposed to release your product, your product is out without the endless procrastination and extensions. For a change, your projects actually get done on time.

Advantage No.2: Preselling funds your venture and relieves stress.

If you are about to put out a product, there’s nothing like 10,20 or 500 customers buying your product in advance.

This takes the stress of “What if this whole thing fails?” and allows you to put in your forces into creating great content, great packaging and most importantly, takes away the stress of financing the venture.

Advantage No.3: Preselling gives you an insight into customer behaviour for the specific offering.

What’s causing customers to buy? What’s causing them to hesitate? You can make all your adjustments by studying the response of your customer, long before you do the final launch of your product.

Which brings us to the disadvantages

Disadvantage No.1 What if you can’t deliver on time?

In most cases, just an email or a letter to your customers will solve the problem instantly. Customers aren’t ogres. They understand that things go wrong.

They’re prepared to wait a while, if things aren’t working for you. But be sure to tell the customers exactly WHY you can’t deliver on time.

And when you do deliver, send a little bonus to make sure the customer is compensated for the delay. If at any point, you can’t deliver, it’s quite simple to just refund the entire amount, and give a valid reason why you can’t go through with the offer.

Disadvantage No.2: My competition will beat me to the market.

Hmmmm…You’re not inventing the Walkman, are you? Or Coke? Yes, your competition will be watching, but really, does it warrant the fuss? Your best chance of getting a product out in the market is to enter a market that already exists.

Bill Gates didn’t invent the OS you use today. Ipod weren’t the first off the blocks with the mp3 player.

Instead of whining about how your product may be stolen by competition, seek to create products that already exist. A Google search that comes up blank, actually represents a big problem for you.

The problem of educating the market about your product.

So get off the fear trip. The same information can be presented in a totally different manner, and your competition won’t have a clue till they actually get a copy of your product in their hands (If they get a copy, that is).

What you can Pre-sell:

Books: We’ve sold e-books long before they were actually written. The Brain Audit was pre-sold before it was completed. When we released the upgraded version of the Brain Audit, we pre-sold that as well.
Workshops: Yes, I know you know workshops are pre-sold. But we pre-sold six workshops in a row. You had to buy into all six workshops to avail of the bonuses/discounts offered. The workshops were conducted from Feb to June, and were pre-sold six months prior in August. So it was not just a pre-sell but a bundled pre-sell too!
Consulting: Our consulting sessions are always pre-sold. The customer pays for the consulting at least a whole month before the event begins.
Membership sites: Before we started up 5000bc, we pre-sold the site to our existing customers. We didn’t have a single article, there was no new design, and in effect 5000bc didn’t exist at all. Yet, customers bought into the product well before a single line of code was put together.

Don’t just sit there reading this article…

I know you haven’t written a word of your book. Or done a single slide of that presentation for your workshop.

Pre-sell your product.

Once the first customer pays you, you’ll have all the motivation you need to make sure you deliver!

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Warm regards,

Sean D’Souza

P.S. Opening on 21 November 2020: The Art of Pre-Sell: How To Get Customers To Buy, Long Before They Pay (The Non-Pushy Method)

What if you put in time and effort to create a product to sell, but no one buys? You start questioning yourself. Did you mess up the pre-sell? Or was the product the problem? If only you had a reliable, well-tested system in place to prevent the let down.

Judge for yourself: Find how to get on the waiting list.

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Your goodies so far:

Goodie 1: How To Sell Your Products Time And Time Again

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Goodie 2: Pre-Sell Strategy: (Some Unusual Questions)

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Goodie 3: How Pre-sell Plays A Crucial Role In Risk-Reduction (email)

Goodie 4: Why Pre-Selling Products Is A Sound Marketing Strategy (email)

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How To Overcome The Impostor Syndrome (By Understanding The Psychology Of How It Works)

📅 November 18, 2020 | View in Gmail

The impostor syndrome keeps coming back time and time again but how do you keep it at bay?

  Psychotactics

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  How To Overcome The Impostor Syndrome

(By Understanding The Psychology Of How It Works)

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  (This email contains the complete article. However, you can also read or listen to it at these links: Read online

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There seem to be two factors (I could think of) when it came to Impostor Syndrome:

– Your product/service is not worthy.

– You are not worthy.

Let’s say you wake up in the morning and you brush your teeth.

All across the world, about 7 billion people are doing something similar—they too are brushing their teeth. But does it worry you that your technique isn’t as good as the others? Even if you did know they had a superior method, it would barely bother you, would it?

That’s because it’s a private act and there’s no one around to judge you

Writing a diary, making a to-do list, going shopping—they’re all individual acts, and in every situation, there’s someone else doing a far, far superior job than you and me. But we don’t even stop to think about it until the act becomes public.

It tells us that the task may not be the problem and our perception of how we will be judged—that’s the real problem.

And that’s the first part of the impostor syndrome

We believe that our product or service is not worthy. That book, that report, that speech, that cartoon, that whatever we’re about to create is someone not entirely useless, but it’s exposed to attack. Or maybe someone else has written a blog post on the same topic. Or a book, or two books. Or done ten presentations.

What would our product or service add to the mix? How could it be different? And yet we know that information is like a camera. That every piece of information can be looked at from different angles, and still never get out of date, or be repetitive.

Our product or service shrivels in the light of day.

We like to keep it in the dark, where it’s safe and private. But that’s only our perception regarding the product/service. Even if the product or service is excellent, and we know it’s okay, there’s still mind-chatter. And it’s the second issue: You are not worthy.

Take for instance The Brain Audit workshop that was held about 6-7 years after we started our business

It’s not like I hadn’t made a presentation of The Brain Audit before. If anything, it was the presentation I’d made more than any other. I’d presented it at many venues in Auckland, then through the US, and at this point, many years later, I wanted to do a full-blown two-day workshop.

That’s when I got the jitters

I prepared diligently, of course. But there’s no way not to feel like you’re an impostor. Why? In this case, it was because of the audience. Almost 70% of the audience were existing clients.

We were on Version 3.0 of The Brain Audit, and many of these clients had read Version 1.0 and 2.0. They were part of discussions in 5000bc on the topic of The Brain Audit.

And there I was on the East Coast of the U.S. and had to present to these very same clients. Why would they NOT be bored? They’d heard all of this before, not once, not twice, but probably a dozen times.

I sucked up all the reassurance I could get from my wife, Renuka, and still, I wasn’t comfortable. I was feeling more and more like an impostor as I counted down the days.

The day finally arrived and let’s fast forward to the first break

Why the first break? It’s because it was a benchmark moment for me. I realised at that point that no one was bored. No one was getting upset. I had these excited faces in the room. People who’d read every version were still getting great value from being at the event.

And why was this such a surprise to me? You can read a book ten times over and always learn something dramatic, even on the tenth reading. You can listen to an audiobook, watch videos and still find the experience of a live workshop to be far superior.

In retrospect, I shouldn’t have been surprised at all, but I was. And it’s only when the break rolled along that the penny dropped. My impostor syndrome had suddenly decided to go shopping for the rest of our trip.

That’s not as if to say the impostor syndrome doesn’t come back

When I launched the Dartboard Pricing series, I was nervous yet again. I’d written dozens of articles on pricing. We’d had so many discussions and clarifications in 5000bc.

Why would anyone want to buy the books? I know intellectually that every experience, every iteration is different, but there’s still a factor of impostor syndrome—or at least a genuine surprise.

What’s important to note at this stage, is that it’s not the content. It’s not the product, the course, the workshop, the report. Not at all. That’s not the problem at all. It’s me.

There’s only one way I know to stop this impostor syndrome

You’ve probably guessed the answer already. You have to bring it out of the darkness and into the light. This might mean selling your product or even doing a free event or course. Somehow that which was private needs to be made public. Real people need to see it, touch it, feel it, experience it.

In my case, I needed to get to the first break for The Brain Audit workshop. In your case, it might be sooner, or later, maybe by the end of the day or the project. However, it’s only when it’s done, and you’ve felt the reaction from your audience that you’re going to relax a bit. You start to sense that your impostor syndrome is losing some of its power.

Not all impostor syndromes have happy endings

You may start with a lot of enthusiasm, eager to subdue the impostor, but you don’t get an audience. We’ve had workshops where we showed up tentatively and had to play to an almost empty room. If you’re starting in your career, you’re more likely to have situations where your audience is tiny or even no-shows.

This impostor syndrome keeps coming back time and time again, and the only way to keep it at bay is to change your strategy and keep coming back persistently.

I’d like to say I don’t have the impostor syndrome any more

I know how it works both for the product and what’s happening in my head. But it will be back. I know that for sure. I can’t say when or why, but it will be back. And so will I. I refuse to give up, and that’s the only defence I know.

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Find out—How to market in a way that is respectful to your customers, yet powerfully compelling.

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Pre-Sell Strategy: How To Strategically Tackle Promotion Of Products and Services

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Pre-sell Goodies 3: Why Failure Is Just A Pre-Sell For Success

📅 November 16, 2020 | View in Gmail

Why Failure Is Just A Pre-Sell For Success

Think of a band that has released 18 number one albums, 18 number one singles and has sold between 150 million-300 million albums and are now in the Rock and Roll Hall of Fame.

A band called “Queen”.

A band that only gained international success with their third album. Third? Whatever happened to the first and second? Well, they were moderate successes in the UK market, but it’s the third album, “Sheer Heart Attack” that got them the success they enjoy to this day.

So what were album one and album two about?

Yes, pre-sell. Especially when you’re starting out, things don’t quite move as quickly as you expect. When we first announced a copywriting workshop back in 2008, we got two takers. In 2009, we got four.

Now every time we do a copywriting course, it’s filled to the brim. And this is the great lesson of pre-sell.

We’re so seduced by the concept that things will work out for us the first time around, that we fail to understand that whatever we’re doing right now, becomes the pre-sell for the future.

Every article you write is a pre-sell that will cause a client to act sometime in the future

Every video, every audio, every brochure, everything you do is a pre-sell for the future. Every time you mention a course (like I just did above with the copywriting course) that’s a pre-sell for the course.

Whether the pre-sell is embedded (as the copywriting example) or overt (where you specifically tell your clients to check out a page), it all counts as pre-sell.

This pre-sell never really stops and is just as critical when you’re established, as it is when you’re just starting out.

The main point of pre-sell is that it’s unending

When one event finishes, it’s time to start the rollout for that very event once more. Pre-sell is about the announcement and then the steps that follow. But pre-sell is also about products or services that may appear to be a “failure” at the time.

But what if I don’t fill up every seat or sell much product? Won’t clients think I’m useless?

Actually no one knows. And no one cares. Did you know about the copywriting fiasco of 2008? How about 2009? If you knew, would you care?

But what if you were a client on the course? Would you care that there were 4 or 4000? You’d probably care more if there were 4000 because that would mean you get no attention at all. As a participant, you’d want fewer numbers so you can get the attention you need.

And what about products? Well, would anyone know if you sold many or few?

Yes you would know

And it would hurt. And I’m betting it hurt the rock group, Queen as well. It’s terrible to be watching as everyone apparently moves ahead of you, while you have little to show for your effort.

But it just looks like little.

The testimonials you get from those four participants will be so good that they will propel you ahead. You’ll learn a fair bit from your mistakes and when the next launch comes along, you’ll be better off.

A failure is just a pre-sell to success

Keep at it.

Focus on Album 3.

Album 1 and 2 are just the warm hop.

The Rock and Roll Hall of fame awaits you!

  Image

https://clicks.aweber.com/y/ct/?l=CHqHJ&m=41FNDU4NsE4o_t1&b=gans5fdgjHg4UWDGD_v_og

Warm regards,

Sean D’Souza

Your goodies so far:

Goodie 1: How To Sell Your Products Time And Time Again

https://clicks.aweber.com/y/ct/?l=CHqHJ&m=41FNDU4NsE4o_t1&b=cAwQ6YZE_ce5SaHO.I4n9w

Goodie 2: Pre-Sell Strategy: (Some Unusual Questions)

https://clicks.aweber.com/y/ct/?l=CHqHJ&m=41FNDU4NsE4o_t1&b=U7Ey4HWAVaKnsFhtTUvvqw

Goodie 3: How Pre-sell Plays A Crucial Role In Risk-Reduction

P.S. Trying to sell a product or service is a slightly terrifying ordeal. What if you’ve put your hopes and dreams into a product and are left with nothing to show for it?

Learn the bite-size, non-pushy method of Pre-Sell.

https://clicks.aweber.com/y/ct/?l=CHqHJ&m=41FNDU4NsE4o_t1&b=gans5fdgjHg4UWDGD_v_og

(This product will be on sale on 21 November 2020 to those on the waiting list.)

PO Box 36461 Auckland Auckland 1330 NEW ZEALAND

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How To Create A Pricing System That Helps Increase Revenue And Free Time

📅 November 14, 2020 | View in Gmail

What is an effective pricing strategy? And how can it create more time for you?

How To Create A Pricing System That Helps Increase Revenue And Free Time

  Fun Cartoon here

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=wBPhOQ96mik8WiiICszptQ

Imagine making one change in your pricing strategy.

Then let’s say you make two. But let’s say we make three changes. With three tiny changes, we have not just made tiny little moves, but have created a whole pricing environment. Or a trophic cascade, where one thing leads to the other, and then the entire cascading effect changes the way you do business. Your revenue goes up, which buys you more time.

Wouldn’t you like to know how to create this pricing cascade?

That’s what this podcast is all about. It shows you how to go about putting together your pricing elements of the cascade.

Website

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=wBPhOQ96mik8WiiICszptQ | iTunes

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=iSAakihIJmAKuETQj_2fJw | Stitcher

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=cZ1crx6aEmDYEfjY7mPQcQ | Spotify

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=S8vJVkleebpKqhVsEdKFMw | Google Podcast

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=IGXoqx0.WReg4nxKAiVgAg

Two binge-worthy podcasts on ‘Pre-sell’ and one on ‘Pricing’

  Fun Cartoon here

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=oljIQUIVO_SD2TpBo1p86w

Presell

• How Pre-sell Plays A Crucial Role In Risk-Reduction

Read online

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=oljIQUIVO_SD2TpBo1p86w | iTunes

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=mkTfEFtIRFCuyKQZvbMKcw | Android

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=MiuVVbw.YIPl3j9Dfq9wJA | Spotify

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=Ngq9GpLNJa.CCqzyGvIyXQ | Google Podcast

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=V1lVMKPeDTZEHGiKVZjYNg

How A 3-Step Pre-Sell Creates Irresistibility

Read online

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=HuLWICOLib3Ov62BU9FkxQ | iTunes

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=imUXaOPB5piktwSIVLpq4Q | Android

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=SHozsZJso3nuS8UefQ_RmA | Spotify

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=bm54GHMe6MYwjBX79MLnvA |

  Fun Cartoon here

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=1EXwcx3aD2zGEfXRnjeVjw

Pricing

How To Overcome the Myths of Pricing

Read

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=1EXwcx3aD2zGEfXRnjeVjw | iTunes

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=mHvAXnuWNQGCgwcGPS9dEw | Android

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=zZplpeZcm4nGQD1lK1NSyg | Spotify

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=nH8QOEa2yM5YOEU3QXtTtA |

Persistent Myths of Pricing (And How To Overcome Them)

Read

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=Pmklrcddiqd.aQBHwrvg2g | iTunes

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=Z1wLQaMPqCi9SFvyrCfUPg | Android

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=cPtzN1NhuWp6AF1n1Lp9UA | Spotify

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=86QpSq6uCWar2MhIwipq9Q |

  Sean Image

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Warm regards

Sean D’Souza

P.S. May I ask a tiny favour?

Would you mind sharing this podcast with one person? I would love it. You can post the links in your WhatsApp Group, Facebook Groups, LinkedIn or even send an email.

You can cut and paste the links above. Or send them to one link:

How To Create A Pricing System That Helps Increase Revenue And Free Time

Website

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=wBPhOQ96mik8WiiICszptQ | iTunes

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=iSAakihIJmAKuETQj_2fJw | Stitcher

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=cZ1crx6aEmDYEfjY7mPQcQ | Spotify

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=S8vJVkleebpKqhVsEdKFMw | Google Podcast

https://clicks.aweber.com/y/ct/?l=98y0i&m=JQiRtH9rkTitt1&b=IGXoqx0.WReg4nxKAiVgAg

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PO Box 36461 Auckland Auckland 1330 NEW ZEALAND

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Pre-sell Goodie 2: How To Strategically Tackle Promotion Of Products and Services

📅 November 13, 2020 | View in Gmail

Let’s find out what’s involved and how you can systematically manage the pre-sell.

How To Strategically Tackle Promotion Of Products and Services

Fun

https://clicks.aweber.com/y/ct/?l=CHqHJ&m=3_HHGSHueE4o_t1&b=kC4jIZsQbko6HPYjYXzECQ

Which product should you pre-sell?

Should it be the $20 product or the $2000 one? And why do silos matter so much?

In this article, we not only learn why the $20 product might matter more but also how you can promote a product almost endlessly without ever promoting it all.

Let’s find out what’s involved and how you can systematically manage your pre-sell.

Stage 1: Which products are the most important? Which are not?

Stage 2: Have we created a “separate section” for each of the vital products/services?

Stage 3: How can we create urgency and scarcity?

Here is the link: (In text and audio)

Pre-Sell Strategy—How To Strategically Tackle Promotion Of Products and Services

https://clicks.aweber.com/y/ct/?l=CHqHJ&m=3_HHGSHueE4o_t1&b=kC4jIZsQbko6HPYjYXzECQ

  Sean DSouza Image

https://clicks.aweber.com/y/ct/?l=CHqHJ&m=3_HHGSHueE4o_t1&b=X0m7yD4qp2NZOX1CunSlQQ

Warm regards

Sean

P.S. What if you put in the time and effort to create a product to sell, but no one buys?

You start questioning yourself. Did you mess up the pre-sell? Or was the product the problem? If only you had a reliable, well-tested system in place to prevent the letdown. The Art of Pre-Sell—How To Get Customers To Buy, Long Before They Pay will be on sale on 21 November 2020.

Important Note: Here is the sales page

https://clicks.aweber.com/y/ct/?l=CHqHJ&m=3_HHGSHueE4o_t1&b=X0m7yD4qp2NZOX1CunSlQQ with all the details.

PO Box 36461 Auckland Auckland 1330 NEW ZEALAND

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Announcing: How To Get Customers To Buy, Long Before They Pay

📅 November 10, 2020 | View in Gmail

ou too can learn how to pre-sell a product/service. And you don’t need hype.

  There is a cartoon here.  :)

https://www.psychotactics.com/products/presell/

In the year 2009, we tried selling our copywriting course.

We gave away a ton of goodies, marketed it for weeks, and guess what? Even though we had a pretty large list and a rock-solid reputation, we sold just four seats.

Four seats?

Yup, just four.

And yet when we ran the very same course in 2013, every single seat was taken in under 25 minutes.

Sounds like a fluke?

• Every workshop since 2009 has sold out in record time (often in under a week). • Every course since 2009 has sold out in less than 48 hours. • Products that didn’t move at all for weeks, flew off the shelf (yup, since 2009).

Obviously something happened in 2009, right?

That something is called “Pre-Sell”. It’s the understanding of how to get your customers to buy, long before they pay. And no matter whether you’re selling products, services or training, the concepts still apply.

And we’ve not had to sell our soul to get results

If you look around you’ll see that you’re told to do more joint ventures, do more advertising, spend a bundle on adwords, Facebook marketing etc. The louder you scream, it seems, the better the chances that you’ll get results. And we’ve gone a lot quieter. Most of the above results were achieved with a tiny group.

Makes you wonder, eh?

Well, wonder no more. Because now you can learn what we figured out in the year 2009. You too can learn how to pre-sell a product/service. And you don’t need all that hype or a big audience to get results.

Coming Soon: The Art Of Pre-Sell: How To Get Customers To Buy, Long Before They Pay (Without The Hype)

Find out how to get on the waiting list.

https://www.psychotactics.com/products/presell/

  Sean DSouza

https://www.psychotactics.com/products/presell/

Warm regards

Sean

P.S. On 21 November, ‘The Art Of Pre-Sell: How To Get Customers To Buy, Long Before They Pay’ will be on sale to people on the waiting list.

Find out how to get on the waiting list.

https://www.psychotactics.com/products/presell/

PO Box 36461 Auckland Auckland 1330 NEW ZEALAND

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Presell Goodie: How To Make Products Attractive Again

📅 November 10, 2020 | View in Gmail

Once you read the report you will see how you can make your products stand out.

https://clicks.aweber.com/y/ct/?l=CHqHJ&m=44e9XSOm_j4o_t1&b=d17Hhk9nsWgsFXNBDjj6LQ

Let’s get straight to the report:

Once you read the report you will see how you can take your products and make them stand out repeatedly using the pre-sell method.

Here’s the link:

https://clicks.aweber.com/y/ct/?l=CHqHJ&m=44e9XSOm_j4o_t1&b=d17Hhk9nsWgsFXNBDjj6LQ

Warm regards,

Sean D’Souza

P.S. If you have any questions, email me

sean@psychotactics.com .

PO Box 36461 Auckland Auckland 1330 NEW ZEALAND

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Presenting Pre-Sell Goodies: How To Get Customers To Buy, Long Before They Pay

📅 November 07, 2020 | View in Gmail

There is a cartoon here. :)

https://www.psychotactics.com/products/pre-sell-goodies/

In the year 2009, we tried selling our copywriting course.

We gave away a ton of goodies, marketed it for weeks, and guess what? Even though we had a pretty large list and a rock-solid reputation, we sold just four seats.

Four seats?

Yup, just four.

And yet when we ran the very same course in 2013, every single seat was taken in under 25 minutes.

Sounds like a fluke?

Obviously something happened in 2009, right?

And we’ve not had to sell our soul to get results

Makes you wonder, eh?

Presenting: Pre-Sell Special Free Goodie: How To Sell Your Product Time And Time Again

Read the report and see how you can take your products and make them stand out repeatedly using the pre-sell method.

Click here to get the goodie.

https://www.psychotactics.com/products/pre-sell-goodies/

Warm regards

Sean

P.S. On 21 November, ‘The Art Of Pre-Sell: How To Get Customers To Buy, Long Before They Pay’ will be on sale.

Find out how to get on the waiting list.

https://www.psychotactics.com/products/presell/

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

To unsubscribe or change subscriber options, visit: https://www.aweber.com/z/r/?TExsbIwstKxszJzMzKxMtEa0LOzsjIzs7Jw=

Is Leadership A Disadvantage In A Company Of One?

📅 November 03, 2020 | View in Gmail

What is a person to do when you’re not wired like the stereotype of charismatic leaders?

  Psychotactics

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JjFiIW4B_NEtt1&b=t4O5LV4EjhfjkDmoRTYMAg

  Is Leadership A Disadvantage In A Company Of One?



  Fun

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JjFiIW4B_NEtt1&b=c6vnuZVKEzhWMgVe5f5g4w

  (This email contains the complete article. However, you can also read or listen to it at these links: Read online

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JjFiIW4B_NEtt1&b=c6vnuZVKEzhWMgVe5f5g4w | iTunes

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JjFiIW4B_NEtt1&b=dwejJJd5JfT.ZcLTDxy5oA | Android

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JjFiIW4B_NEtt1&b=aPioTDLMT47Dp6MUT93vGw | Spotify

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JjFiIW4B_NEtt1&b=Ly4rht6xGywTWmGpRJIf2Q |

Let me tell you a story of a client of ours, and I will call her Christie.

I met Christie at a networking meeting in Auckland and assumed she was quite comfortable in an extroverted setting. Later I found out that she wasn’t exactly bounding out of bed to get to the networking meeting. She hated networking, didn’t exactly care for meeting groups of people.

At times when I rang her office number, the phone would ring endlessly, and I’d find myself always talking to the answer phone. She later told me she was terrified to answer the phone, even when she knew who was calling. Instead, she needed to hear the message, get her thoughts together and call back later.

For her, running a “company of one” was definitely something she didn’t relish

She enjoyed her work, of that there was no doubt. But all of the rest of the stuff like having to meet people, go to events, and even answering the phone that wasn’t the way she liked to function. What is a person to do when you’re not wired like the stereotype of charismatic leaders?

The answer lies in not trying to be a company of one that does it all.

Paul Jarvis, the author, of the book “Company of One”, doesn’t look in the mirror and see that high-flying leader. Instead, he’s happy doing his work, while leaving parts of the business to others. He works only with freelancers and contractors, who don’t need to be handheld.

Here’s what he had to say

“I consider myself quite an introvert and very socially awkward and have tons of social anxiety, but I don’t let those things be a crutch to my business, even though they definitely could be.

I tried to build a business around what I can manage, and what I can do. Like you’re never going to see me speak at a conference or be at an event, because that’s just too much, and I can’t deal with it.

I tried very much so and I can’t. But you will see me doing other things like live videos for people from the comfort of my house or doing things via email. Even if we consider ourselves as introverts or awkward or all of that we can just use those as a tool to decide what’s going to work best for business.

I wouldn’t want to be on the phone all day with a customer, so I have I don’t have a telephone customer support for my product, and I rather do it on email.

If I’m building a product, I think: how much is this gonna need to support?

How much time do I have to spend talking other people into making this thing profitable?

And I’ve shut down businesses that were profitable, but that required too much support; required too much interaction; where I didn’t have enough energy after all that interaction.

And I think there are ways to figure out what works best, and the decisions we’re making. And how much we’ll have to interact with people.”

As you can tell, Paul’s quite the introvert, but I’m not!

I like people. I like the interaction. And even so, running a company of one doesn’t necessarily require you to act like an extrovert all the time. Take, for instance, the cartooning course.

In 2013, we visited Cape Town, South Africa and met with Alison Beere. Alison is the kindest, loveliest person you can meet and we thought she’d make a great teacher for the course.

To make sure she was the right fit, I got Ali to be a co-pilot on one of the courses, and I watched how she interacted with everyone. Was she diligent? How did she handle a bit of a crisis? By 2014, she’d taken over the course and made it her own.

I’ve had clients who were keen to do the course with me, rather than Alison, especially at the transition point. But they too have found her to be an excellent teacher and have said so repeatedly.

I have been nervous whenever I’ve handed out responsibility to someone else.

With Renuka it didn’t take me that long, but there was the consolation that I was around should anything go wrong. It seemed to be a greater struggle to hand over the reins of the cartooning course to Ali. It was quite the task to give Joe Naughton the music to handle on the podcast.

What I found time and time again, was that I wasn’t just handing over things that I didn’t like. Yes, there are the accounts and sales tax that we may hand out because they bore us to distraction. But these elements weren’t something that I wanted to give away. I felt like a part of me was being torn away as they were handed over.

In your business you’re going to have to give away both types of elements

The stuff that bores you but also the things that bring you great joy. And you’ll carve out a group of professionals who you rely on. And this is exactly where leadership becomes a pain in the neck. If you give too much guidance, the team turns to you at every juncture.

If you give too little and it all falls apart. Instead, you have to find a middle ground where you find the person that loves what they’re doing, and they’re a good fit.

Joe struggled a bit with the first six podcasts.

Since then he’s gone on to add the music and sound effects for well over a hundred podcasts. And in a way that I could never have done. Alison too needed just the tiniest bit of guidance at the start but has since gone on to make the cartooning course her own.

She created her own videos, wrote articles that answered client issues. In short, it’s possible to be either an introvert or extrovert and make a small company thrive, rather than just survive.

We are brought up to believe that leadership is necessary

In reality, you want to work with people who are self-motivated. As the author, Jim Collins wrote in his book “Good to Great”. You are a bus driver. The bus, your company, is at a standstill, and it’s your job to get it going. You have to decide where you’re going, how you’re going to get there, and who’s going with you.

Most people assume that great bus drivers (read: business leaders) immediately start the journey by announcing to the people on the bus where they’re going by setting a new direction or by articulating a fresh corporate vision.

Leaders of companies that go from good to great start not with where but with who. They start by getting the right people on the bus, the wrong people off the bus, and the right people in the right seats. And they stick with that discipline first the people, then the direction no matter how dire the circumstances.

I’d go so far as to suggest you don’t need leadership in a company of one

Instead, you need direction. And whether you’re an introvert or extrovert it matters, but not as much as you’ve been led to believe. Instead, you’re going to have to find the people that will work well with you. And then you give them direction. Interestingly, this concept of direction applies to clients as well.

At our membership site at 5000bc, our motto is “be kind, be helpful or begone”. As a result, and not surprisingly, you get no hell raisers in 5000bc. The people you meet in 5000bc are truly kind and helpful. The participants that participate in our online courses, or come to live events in cities across the world are the same.

We set the direction and get the right people on the bus, and yes there will be bumps along the way, but just minor bumps. The company of one rolls on unless you decide to stay without any support.

Which brings us back to Christie

Is she still running her company of one? Yes, she is. But she’s still trying to do it all herself. Still nervous about the phone calls. Still a bit paranoid about the networking meetings. And her rationalisation hovers on the fact that she’s not making enough to justify outside support.

You don’t always have to hire professionals

Look around to people within your family who can help. People who are reliable, don’t need to be managed and love doing the work. Or you could, if you wish, swap some services. Having to pay someone else is always a tricky moment, but without it, it could become a Christie loop.

And in these final words, the irony is clear. Company of one is not one person at all. It’s just you and your merry band, all out on an adventure. An adventure where you’re mostly having the time of your life.

Announcing: The Art Of Pre-Sell—How To Get Customers To Buy, Long Before They Pay

  Image

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JjFiIW4B_NEtt1&b=pTT.XMVv6sFRNI2_ElQIQQ

Trying to sell a product or service is a slightly terrifying ordeal. What if you’ve put your hopes and dreams into a product and are left with nothing to show for it?

Learn the bite-size, non-pushy method of Pre-Sell. (This product will be on sale on 21 November 2020)

Free Goodies

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JjFiIW4B_NEtt1&b=rYwSJsWi3AkU4Mec0KL8dA |Sales Details

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JjFiIW4B_NEtt1&b=pTT.XMVv6sFRNI2_ElQIQQ

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Top-Selling Products Under $50

The Brain Audit has been around for many years and is unique because it has over 800 testimonials on the Psychotactics website and over 100 testimonials on Amazon.

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Pre-Sell Strategy: (Some Unusual Questions)

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Pre-Sell Strategy: How To Strategically Tackle Promotion Of Products and Services

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October 2020

How To Write Long Or Short Articles (The Power Of Examples)

📅 October 31, 2020 | View in Gmail

How to use examples to extend or reduce content in articles, books, presentations.

How To Write Long Or Short Articles

(The Power Of Examples)

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Short or long articles, is there a formula to increase or decrease an article length?

Either your article is too long and bloated, or it’s much too skimpy. When faced with either of these situations, we are at a loss as to what needs to be done. Well, worry no more because “examples” are waiting to rush to your rescue.

Let’s find out how to use examples to extend or reduce content in articles, books, presentations and just about any other media that goes out to clients.

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Three binge-worthy podcasts on ‘Pre-sell’

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How To Use Simple Stories To Pre-sell Your Products And Services

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How To Strategically Tackle Promotion Of Products and Services

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Pre-Sell Strategy: (Some Unusual Questions)

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Warm regards

Sean D’Souza

P.S. May I ask a tiny favour?

Would you mind sharing this podcast with one person? I would love it. You can post the links in your WhatsApp Group, Facebook Groups, LinkedIn or even send an email.

You can cut and paste the links above. Or send them to one link:

Three Steps To Getting Your Uniqueness Recognised

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Last Day for Special Offer—Dartboard Pricing + Bonus! 5 Steps To Starting Up A New Project Successfully’

📅 October 27, 2020 | View in Gmail

Premium Bonus: 5-Steps To Starting Up A New Project Successfully When you buy Dartboard Pricing-How To Increase Prices Without Losing Customers from 24 - 27 October 2020, you’ll also get—‘5-Steps To Starting Up A New Project Successfully’ (worth $49) absolutely free with the premium option. Dartboard? As in darts and a dartboard? Yes, exactly! If you go to a bookstore and buy a dozen books on pricing, you will find pricing is some incredibly sophisticated system. You’ll run into fancy and complicated pricing models that rapidly put you to sleep. So is pricing simple? Sure it is. You don’t need a book to figure out pricing. A simple dart board and some prices on the board would solve your problem in a matter of minutes. The price itself is of little consequence What matters is all the stuff around the price. And in this three-part pricing series, you’ll understand: The Psychology of Pricing (What Causes Us To Buy) The Method of Raising Prices (And The Mistakes To Avoid) Creating and Managing Price Expectations No boring pricing models No ugh complication. Just a simple, step-by-step system that walks you through exactly what you have to do. And the Special Bonus: 5-Steps To Starting Up A New Project Successfully (with the premium option) In this 24 page booklet you will learn Five steps that are required to start up any new project successfully. Why you shouldn’t get scared of your competition. Why brand analysis comes before everything else. Why personality is critical in your business. What is the most important thing when starting up a project? Judge for yourself at: https://www.psychotactics.com/general/special-offer-01/ (This special offer ends 27 October 2020—US Eastern at 12 midnight) Regards Sean P.S. This is what Colette Nichol has to say about Dartboard Pricing: “The feature I most enjoyed about Dartboard Pricing was the table that shows you exactly how to price things so that they sell. It’s kind of genius.” “I have a very high success rate when it comes to sales but I’m interested in increasing my prices over the next two years, rather substantially. I purchased Dartboard Pricing as I was certain that it would provide useful info about how to actually go about doing that without experiencing excessive customer friction. Dartboard Pricing confirmed some practices that I was already using – showing me why it was working and how to make it work even better. It also gave me an easy to use framework for selling any course or product that I create. I feel confident now that when I create my first online course I will be able to price it in a way that communicates the value of what my clients will be receiving. Most small biz owners I know have all sorts of issues with pricing – this should take away some of those issues if not all of them. There’s basically no good reason not to buy Dartboard Pricing. It’s hands down the best $50 I’ve spent this year.” Colette Nichol Vancouver, Canada Judge for yourself at: https://www.psychotactics.com/general/special-offer-01/ (This special offer ends 27 October 2020—US Eastern at 12 midnight)

Announcing: Dartboard Pricing—How To increase prices without losing customers + Special Bonus Valued at $49

📅 October 24, 2020 | View in Gmail

https://www.psychotactics.com/general/special-offer-01/

When you buy Dartboard Pricing-How To Increase Prices Without Losing Customers from 24 - 27 October 2020, you’ll also get—‘5-Steps To Starting Up A New Project Successfully’ (worth $49) absolutely free with the premium option.

Dartboard?

As in darts and a dartboard?

Yes, exactly!

If you go to a bookstore and buy a dozen books on pricing, you will find pricing is some incredibly sophisticated system. You’ll run into fancy and complicated pricing models that rapidly put you to sleep.

So is pricing simple?

Sure it is. You don’t need a book to figure out pricing.

A simple dart board and some prices on the board would solve your problem in a matter of minutes.

The price itself is of little consequence

What matters is all the stuff around the price.

And in this three-part pricing series, you’ll understand

•    The Psychology of Pricing (What Causes Us To Buy)

•    The Method of Raising Prices (And The Mistakes To Avoid)

•    Creating and Managing Price Expectations

No boring pricing models

No ugh complication.

Just a simple, step-by-step system that walks you through exactly what you have to do.

And the Special Bonus: 5-Steps To Starting Up A New Project Successfully

This booklet is tiny—only 24 pages. However, it very systematically takes you through the five steps that are required to start up any new project successfully.

•    Why you shouldn't get scared of your competition.

•    Why brand analysis comes before everything else.

•    Why personality is critical in your business.

•    What is the most important thing when starting up a project?

Here’s the page. Judge for yourself.

https://www.psychotactics.com/general/special-offer-01/

Regards

Sean

P.S. This series does gives you the overview of how to go about pricing, and then gets to the brass tacks.

You can literally copy the model (and you should) and have it up on your website, in your presentation or brochures.

Have a look and make a decision based on what you read.

https://www.psychotactics.com/general/special-offer-01/

(This special offer is only valid until 27 October 2020—Eastern US midnight)

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How To Use Simple Stories (To Pre-sell Your Products And Services)

📅 October 20, 2020 | View in Gmail

There are two ways to pre-sell anything. Selling—and not selling at all. Which one works?

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  How To Use Simple Stories

To Pre-sell Your Products And Services

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  (This email contains the complete article. However, you can also read or listen to it at these links: Read online

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There are two ways to pre-sell anything. Selling—and not selling at all.

Most of us are nervous when we’re called to sell something, but we have far less of a problem when we have to tell a story. For one, stories follow a pattern. They tend to start somewhere, go through a pathway and have an ending.

Stories don’t need you to be precise because you’re merely recounting something that happened in the past. And yet, a story can be a powerful way of pre-selling, if you want to get a message across.

Let’s take an example

Chris Voss is an ex-FBI negotiator, and now the author of the book, “Never Split the Difference”. Voss is telling a story that goes like this: “About two years ago, Voss gets introduced to Robert Herjavec, from the series “Shark Tank”.

And Herjavec invites the author to lunch. Over lunch, Herjavec wonders if the Black Swan Group negotiation course can help his new sales team. Since the author had a negotiation training about to unfold in New York, he offered Herjavec a free ticket.

However, Herjavec decides he’d rather buy some tickets and send the team across. However, as the days pass, there’s confusion and frustration building with the author’s sales team.

His people get on the phone and say: “We are getting ready to sell out. And if Herjavec and his people don’t buy now, there won’t be any tickets, free or otherwise.”

“The tickets to our events are very expensive,” continues the author, “and my team is mad at me for giving away anything for free. They don’t care who it is, even if it is a famous guy from TV.

Let’s stop the example for now because you realise you’ve already gotten quite a bit of pre-sell

Point 1: There’s a course—and it’s expensive.

Point 2: This was the New York edition, which means it might be held a lot in New York or other big cities in the U.S.

Point 3: Good for sales teams (and possibly if you’re building a sales team)

Point 4: They’re selling out, and from the way the story flows, they seem to sell out often or all the time. Which is why they don’t care who it is, even if it’s a famous guy from TV.

Notice there was no overt sales pitch in that story

Yet, it was a pre-sell, and while it may not be a precise pre-sell for a course on the 5th of June, for example, it’s undoubtedly a pre-sell for the future. All of it was engineered in a story.

And at Psychotactics, that’s what we do a lot of, as well. You’ve read articles or listened to the podcast, and you know that a story will go like this:

“One of the biggest struggles we’ve had in workshops is saying NO.

Back in 2006, we had a real problem on our hands. A client asked if he could bring his daughter along for the California workshop. “She’ll sit at the back of the room,” he said.

“She’s just a teenager, and she’s travelling with me, and as her father I want her to be safe. If it’s not a problem, she’ll just quietly sit at the back and do her own thing.” It sounded like a father’s plea and was hard to turn down.

But things soon went wrong. The girl didn’t sit at the back of the room. She got involved in the group discussions. And we have just 16 people in all at every workshop we want everyone to go home with a pre-determined result.

And this group of 16 is further broken up into groups of four. When another person joins the group, it suddenly becomes imbalanced. But her joining the group wasn’t just imbalance; it was chaos.

Let’s stop the story there and see the points you’ve picked up:

1- That we have workshops—and you most certainly picked up on California.

2- That our workshops have small groups of no more than 16.

3- Each of the groups is split into smaller sub-sections of four, each.

4- We promise a pre-determined result.

That was a rather short story, and it didn’t even end, yet there was a clear pre-sell for future workshops. If I wanted to signal seminars in Australia, I could give examples of someplace in Aussie.

If on the other hand, I wanted to suggest that we have workshops in Europe, I could have talked about our Brussels or Munich workshop. The story reads like one, sounds like one, but it is doling out three or four precise points that the listener or the reader picks up, on.

And while many of your audience may not necessarily take action right now, they’ll file the information away. However, some of the clients will follow through. If, for instance, I were headed to New York and Chris Voss was having a course, I would look it up, even though he’s not given me any precise details in his story.

Not selling at all, doesn’t mean you’re merely going to waddle through a storyline

The story must have a precise reason. In the California workshop story, the intention was “how to say no to clients, to avoid unexpected chaos at events”. It’s an article and useful to the reader.

But embedded in the article are a set of points you want to get across. You need to know in advance what you want to cover, and not be overly greedy. Covering between 4-5 points is enough to get the reader or listener interested.

It doesn’t seem pushy, which is the very thing that causes most of us to struggle with sales. We don’t want to hustle. We hate that icky feeling of pushing ourselves forward. But even the meekest of us can, at least some of the time, tell a story.

If you’re clear what you’re going to talk about, you’ll find that every article, every podcast, every presentation—or just about anything you say can be pre-sold in the form of a story. And by and large, if the story is precise, your audience will happily follow along.

Even so, what if you’ve got to launch a product, service or training on a precise date

In such a situation, a story isn’t going to be of much use. A story is based on the past tense. If you have an event coming up in April, you have to treat it like you would in real life.

What would you say if you were inviting your friends to dinner? You wouldn’t fluff around and tell stories, would you? You’d say: I’m planning a dinner in mid-April. I’d like you all to be there.

And while it sounds relatively vague, you can pre-sell without a specific date. You can say you’re planning to have a tiger-knitting course in mid-April. Or a storytelling course in May.

You don’t have to give or even have all the details. All you’re doing is getting the audience prepared. However, at some point, you will need to give more details, have a sales page and go through the steps needed for clients to go ahead with the purchase.

If pre-sell seems intimidating at first, avoid the specifics

Go with the story. Here is a quick template:

Which story can you pull up from the past?
What is the service/product or training you want to sell?
What are the points you want to cover?

That will get you started. If you’re not sure which story to tell, think of a person (just like the author thought of Herjavec. And I thought of the guy with the teenage daughter).

That will bring up the story, and all you need to do is to fill in the points you want to cover. If you roll out one story, you can roll out two, or seventy-two. Every article doesn’t need to have a pre-sell, but you might want to start with one in four. As you get more comfortable, you can use it almost all the time.

Pre-sell requires selling. Or no selling at all. Start with the story-type no sell and see how it works for you.

Announcing! The Art Of Pre-Sell

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A great offer doesn’t always sell a product or service. Clients have to be on “your island” when you’re selling your product or service.

Find out more about: How To Get Customers to Buy, Long Before They Pay

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Story Telling Series

How to have that zing in your articles—to catch the attention of the reader and keep them interested?

https://clicks.aweber.com/y/ct/?l=KQnf2&m=Jjm6ujz8ZNEtt1&b=IlLJueugGlPkJqinYq9LuA

Chaos Planning

Forget Business Planning and Goal Setting.

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DartBoard Pricing

How to systematically increase prices without losing customers

https://clicks.aweber.com/y/ct/?l=KQnf2&m=Jjm6ujz8ZNEtt1&b=HXBSLT0yIFiqbOoYunBDUg

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Two binge-worthy podcasts on ‘how to pre-sell your product’

How To Strategically Tackle Promotion Of Products and Services

Read online

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Pre-Sell Strategy: (Some Unusual Questions)

Read online

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Why You Need To Start A Project – Not A Business

📅 October 17, 2020 | View in Gmail

The project needs to grow up a bit before it’s a business.

Why You Need To Start A Project—Not A Business

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When we think of making the transition to starting our own business online, why do we freeze?

It’s simply because we’re not sure where to start.

A business has so many aspects to it. Like most first-time ventures, you run into a bit of resistance. We all want to start a business, and most of the time there’s no such thing as a business.

Most business people never start up a business. Let’s find out what you can do to get going on your business venture.

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How To Use A Contrarian Mindset To Your Advantage

Being contrarian means you’re creating an endpoint and working backwards, without even knowing how you’re going to get to the “finish line”.

Find out how to use the power of a contrarian mindset to your advantage.

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How To Stand Out From Your Competition

Can a contrarian mindset help you reframe your thinking and get the attention of your client?

What is business reframing, and how do you use it for your business and life? Let’s find out.

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Why You Need To Start A Project—Not A Business

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Hard Work Vs Luck: Which One Is More Dependable?

📅 October 13, 2020 | View in Gmail

If you reached the top of your game, would you credit it to hard work or luck?

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Hard Work Vs Luck: Which One Is More Dependable?

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There is one incorrect statement that almost all of us have heard from our parents.

Almost every parent, at some point in their lives, would have looked at their child and said: If you work harder, you will be successful. And that advice, as well-meaning as it is, is entirely off the mark.

If anything, hard work just gets you digging a deeper hole. And not only is hard work the wrong advice, but it fails to acknowledge the power of luck. No parent ever turns to a kid and says: Wait for luck, then pounce!

Is hard work as wrong as we’re making it out to be?

If you’re shaking your head a bit in disagreement, it’s because we’ve heard that “hard work” mantra too many times. And we’ve all worked hard, but it hasn’t necessarily got us the rewards that we’d have expected. If hard work isn’t the answer, what is? Let’s find out.

Let’s look at two elements:

• Hard work vs skill • Hard work vs luck

Hard Work vs Skill

How many dosas do you have to make to get really good at it?

A dosa is a type of pancake or crêpe, made from rice flour and ground pulses, typically served with a spiced vegetable filling. If you watch a YouTube video, the process of making the dosa seems relatively straightforward. You pour out the batter on a hot pan, and with a circular motion, much like a crêpe, you make the dosa.

Over the past three years, I’ve made approximately 2700 dosas

At the rate of three per day, and around 900 days, you’d think I’d have learned to make the perfect dosa. But that’s not the case at all. Almost everyone else seems to turn out a dosa slightly softer than mine. Make no mistake—the homemade dosas is tasty and crispy, but I can’t seem to replicate the dosa that’s made in thousands of restaurants across India.

In short, we have a situation of hard work vs skill

When our elders mean to give us advice, they mix up the concept of “skill” and “hard work”. Hard work is just donkey work. You put the hours, endlessly, often mindlessly, trying to learn a language, study for an exam, or practice a sport. And that donkey work may be pretty useful in some areas, but by and large it’s the hardest way to get from A to B.

Skill, on the other hand, is when you can execute something at high speed, without necessarily resorting to hee-haw methods.

Take for instance the act of drawing a cartoon

If you ask most people if they can draw, they seem to resort to a single stock phrase. That phrase is: I can’t even draw a straight line. If you were to take a random group of 500 people, put them in an audience, you’d find that all of them, without exception, can draw a reasonably good cartoon in under 5 minutes.

To prove this point, we started doing a bit of a demonstration both at our workshops and our events. We didn’t pick the crowd attending the event, which in itself makes it a random group. Then, we get them to draw a whale—the version that comes before and a second one. The second one is based on a specific set of instructions.

Five minutes later everyone’s drawing of the whale has improved dramatically

If we were to repeat the exercise once more, you’d find there’s another massive leap. From there on, that group could go on to draw monkeys, elephants, aardvarks and dinosaurs—yes, dinosaurs too! Wait, isn’t there something wrong with this picture we’re painting?

Where’s the “hard work”? How did the clients get suddenly talented? How did they go from drawing whales that looked like guppies to an actual cartoon-like whale? And what if we were to treat this not as a five-minute session but a two-day workshop on drawing animal cartoons.

If we learned to draw just three-four animals per hour, we could leisurely cover about 24 in 6 hours

Six hours is the average time taken for a full day workshop. With a fair bit of repetition and fun exercises, the clients would be able to draw close to 50 animals in two days. It’s important to remember that these weren’t people interested in drawing, let alone drawing animal cartoons. Yet, in two days, they have something equivalent to a business.

You see the business model, don’t you?

50 cartoon animals make for a great children’s workshop. Many parents would be happy to send their kids—especially the younger ones—to learn to express their creativity. Children not your cup of chai? Well, how about adults who want to learn to relax? A workshop would work fine for them too.

And if workshops itself aren’t that interesting to you, then you might want to make a video series. Five hundred people could walk out of an auditorium after two days of training, and they would be able to not just draw with confidence, but be in a pretty good position to teach. And notice the absolute lack of hard work in the entire exercise.

And it’s not like we don’t already know skill is superior to hard work

When you show up to a writing course, for instance, you’ve already done more than your share of hard work. You’ve tried valiantly to read every possible article, watch videos and do a lot of writing—too much in fact. The results are anything but rosy. And forget the article, or the sales page for a moment.

Just the headline sends you into a tailspin. You’re not sure if it’s the right type of headline, or if it will work. You see a headline course or a writing course, and you know what you want right away—and more importantly, what you don’t want.

You’re sick of the hard work

All of those problems you and I are having. All of that stuff stems from the misplaced advice we got as kids, then right through our teens, and possibly even now. Hard work is the weirdest way to go through life.

A simple piece of advice, a slight nudge in the right direction and we can get to the point where we can cook, draw, write, dance, even if we were sure we weren’t born with the right genes.

It’s at this point that we can do a complete U-Turn as well. We could point to hard work as a predictable way to get to the top of almost any field.

Take for instance the story of Emmanoul Agassi

Emmanoul, or Emmanuel Agassi, was born in Tehran, Iran. He’s the father of the tennis star, Andre Agassi. By the time Andre was six, his father was forcing him to hit 2500 tennis balls every single day.

His goal was for Andre to hit a million balls a year. He built an exclusive tennis court just for this purpose and had a ball machine called “The Dragon”. This machine would spit out balls at the younger Agassi at 110 mph.

The result of all of this hard work?

Agassi was the first male player to win all four Grand Slam tournaments on three different surfaces (hard, clay and grass). He won the Australian four times (1995, 2000, 2001, 2003), the French once (1999), Wimbledon once (1992) and the US Open twice (1994, 1999). He was a significant finalist 15 times.

Sounds like hard work does pay off, doesn’t it?

It sure sounds like it, because we have many examples of precisely this hard work when we look at someone like Olympian, Michael Phelps. He was in the pool three to five hours a day, seven days a week, for five whole years in a row.

He didn’t take a break for Christmas or even his birthday. When we look at people around us, we know the hard workers. We see them making it to the top of every field.

And yet, if we were to look at the guy who lost to Agassi, or came second to Phelps, there’s no shortage of hard work, is there? If we were to rigidly stick to the advice, “work hard, and you’ll be successful”, we could—theoretically at least—spend five years non stop in the pool and hit a million tennis balls a year. Some people work as hard, or harder than you and don’t get anywhere in a hurry.

There’s a reason why hard work is so misused

Just trying to make yet another dosa, or try to paint yet another watercolour is barely enough. If you dig deep into the psyche of what makes people successful, they’ll quickly or eventually all head down the road of acquisition of a skill.

And that skill may take a while or may be ready to roll in the next 48 hours. Incredible as it may sound, they’ll also mention something else.

It’s called luck.

Which, to most of us, is likely to be the most frustrating part of this piece.

If it’s just luck, then is everything pre-destined? Or if we were to look at it another way, is everything just down whether we turn left or right? Is luck really such an overriding factor or just a small player? The answers are reasonably surprising, as we’re about to find out.

2.Hard Work vs Luck

When I was growing up, I read MAD Magazine a lot. But one cartoon stayed with me through all these years. And it goes a bit like this.

A man reads about a plane crash. He sees it on TV. He hears it on the radio. He decides plane travel is too risky. He avoids the plane and takes the train instead. And the plane crashes on the train.

Every time I think about that cartoon the irony of luck isn’t lost on me

Every time you think about how you were born, and how one tiny sperm caused you to be alive, luck not hard work, seems to be dominant. And it’s not like we don’t pay homage to luck.

We talk about good luck and bad luck a lot every single day. Yet, the moment we are asked why we’re successful, we seem to quickly credit our hard work. And now we’re aware that there’s a difference between hard work and skill. And that at least at some level, skill will take a fair bit of hard work.

The problem with luck is that it’s impossible to fathom

Let’s take a look at the story of Lynda Weinman, from Lynda.com. The story that you read on the Internet is one of how Lynda.com was bought over by LinkedIn for a sum of $1.5 billion.

But how do we link that story to a friend’s advice? If you go back, far back into Lynda’s story, she talks about how she was just a teacher looking for a book in a bookstore.

Every single book she encountered was seemingly written with the programmer in mind. And Lynda’s clients were artists. It made sense that a book that explained HTML to artists would fill a much-wanted gap.

However, luck is not flowing Lynda’s way

Peachpit Press, the publishing house, rejects the book idea, so Lynda decides to write articles for a magazine instead. The magazine editor agrees to a monthly instalment. In effect, she was writing the book, but in instalments.

By the time she finished the book, not one but two publishers were fighting over her. Lynda wrote the book in a friendly tone, with lots of pictures and the editors came back with a version that was stodgy, boring and not acceptable at all.

Lynda was upset but unsure what to do next

I spoke to another friend of mine who had a book contract, and he said, “Well, if you don’t like what they’ve done with it, just tell them that you consider it to be a rejection and you want your book rights back.”

See that lucky moment right out of the blue?

Let’s be clear about one thing. This isn’t all about luck. But it isn’t all about hard work either. The story that follows has a load of hard work, but the luck that seems to pour in, can’t be ignored either.

The publishers agreed to take her book as Lynda had envisioned it. Then they priced it at a whopping $55—a lot back then. Still a lot, today. Everyone expected it to sell, but no one expected it to become a huge best-selling book for the publisher.

If you track the journey of Lynda from there on, a lot of her journey stems from that one book

The reason you’re reading this article is also a result of a story so freakish that it sounds right out of a novel. I wasn’t keen on getting to New Zealand. I wasn’t even marketing. Our initial goal was to move from Mumbai to Bangalore. Bangalore was the garden city of India, with lovely cottages and enormous amounts of greenery. But our luck changed.

Bangalore became a hub for technology companies, and we decided to move elsewhere. Canada, perhaps, or maybe Australia. New Zealand wasn’t even on the radar. We’d tried to get into New Zealand, but the immigration consultant said we wouldn’t make the points.

Then, one day, many months later, while shopping for groceries I got my ticket to New Zealand.

My friend Joan Shenoy ran into me, and asked me: What are you doing here? I’m buying groceries,” I said. “No,” she countered, “weren’t you moving to New Zealand?”. “We tried to move there,” I said, “but things didn’t work out”. “You should try now,” she said as she handed me the card of her friend—another immigration consultant.

The only person I knew in New Zealand lived on the North Shore

That’s where we ended up, and we love it here on the Shore. But what if someone we knew lived in a different city? Or a different part of Auckland? What if we arrived when the dollar was high? Our luck was so good that the dollar was at its lowest and the housing market was pretty dead.

My brother in law even offered to give us a loan for the house out of his savings. We didn’t need it after all because the bank came through but look at all of the planets lining up one by one to give us this luck.

And luck can, at times, be almost invisible

Take for instance a lot of the clients on the cartooning course. Many of them (not all, but many) now use a tablet like the iPad. What does a tablet do? It allows you to undo your errors. Go back just ten years, and no decent tablets existed. This meant you either had to do battle with Photoshop, had to have a scanner, etc.

In short, the amount of time and chance for error increased manifold. Plus you had to be in a position to buy a scanner and any software that was needed to draw. And let’s not forget that you had to be chained to your computer the whole time.

Notice, this has nothing to do with drawing at all

Someone who tried to draw just ten years ago might have run into endless frustrations. Now, that very same person could take the tablet, head to the cafe and have a great time, while learning a skill that seemed clearly out of reach.

Skill, not hard work, is essential.

That skill might be acquired in 48 hours or 48 years, depending on what’s at stake. But luck is endlessly bobbing in and out helping us on our way. Sometimes it’s seemingly bad luck, like our immigration issues, or a publisher rejecting Lynda’s proposal. If we’re willing to put in the skill to good use, we end up with a lucky moment.

And if you’re really honest with yourself, your entire life has been one endless run of lucky moments. If we ever have any doubts about how lucky you are think of necessities we take for granted.

60% of the world’s population don’t have access to flush toilets or adequate water-related sanitation. You and I reach for a glass of water or go to the toilet when we feel like it. We may even grumble when our house doesn’t have two toilets.

Now consider how many drawings, or writing code, or running of your business you could do, if you had to queue up just to go to the toilet. Just to get water to bathe, to cook, or drink.

That’s hard work.

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Tiny Saturday Request

📅 October 10, 2020 | View in Gmail

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Some of our best clients come from people just like you. People who are kind and helpful and with whom we could share a coffee or tea. We would love to have a few more people join us on this Psychotactics journey.

So this Saturday I have a tiny request

It would really be nice if you could tell just one friend about Psychotactics.

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So, if you can send an e-mail to a friend, that’s probably the best way to go.

Just click on the e-mail link below and send a message.

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And thanks in advance. We really appreciate the referral.

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Warm regards,

Sean D’Souza

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Why Three Precise Fixes Can Quickly Improve Your ‘About Us’ Page

📅 October 06, 2020 | View in Gmail

After the home page, the second most-visited page on many sites is the About Us page.

  Psychotactics

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  Why Three Precise Fixes Can Quickly Improve Your 'About Us' Page

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  (This email contains the complete article. However, you can also read or listen to it at these links: Read online

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In the late 1970s, when you asked for coffee to go, you had to tear a hole in the plastic lid, just to drink the coffee.

Until a couple of food engineers, William and Kenneth Dart came along.

They looked at the lid and made one little change: a press down tab that seemed much like a valve. They called it the “lip-engaging buttress, and if you wanted to sip your coffee, you merely had to push on it with your upper lip. When you stopped drinking, the tab would snap back into place and prevent spills.

This invention wasn’t a complete re-engineering of the cup. Instead, it was a small tweak. Similarly, you too can make three minor tweaks and significantly improve your About Us page.

The three points are:

1- Orientation of your photo

2- Is your story a memoir or a history book?

3- How to write the page so that clients read between the lines

1.The orientation of your photo

I was on holiday in Vietnam when I went for a photoshoot. It was a slightly remote fishing village about an hour from Hoi An, in Central Vietnam. One of the first instructions the instructor gave me was “don’t shoot portrait, shoot landscape”.

If you look at a lot of photos on an About Us page, all you’re likely to see is a mug shot

It’s usually the kind of picture you’d find on a passport or driving licence. It might have been shot by a professional photographer in perfect lighting conditions, but there’s a problem with that portrait shot. A portrait is often tightly cropped and has no context.

That message of “context” is precisely what the instructor was emphatic about

When I was snapping pictures of the fisherman in their unique fishing baskets, it was almost too easy to zoom into their faces, thus removing all of the surrounding contexts.

The context included that they were on the water, that it was a stormy morning and that they were surrounded by fishing boats. Without all of that additional information, the picture had little or no context.

Our About Us pages can also suffer from this lack of context

When we first started Psychotactics, our About Us page had a slightly zany picture of me standing on one leg and flapping my hands. It was an interesting picture, but it was—like many pictures are—taken in a studio.

It was a portrait and with little or no context of the surroundings. When we launched our new website in 2018, we made sure the imagery had meaning. If you go to the About Us page today, you’ll see a completely different image.

It’s one of me standing in between two cartoon characters, Mike Wazowski and Sulley from the movie, Monsters Inc. It’s not a studio image and was shot with a phone camera, but it has a landscape orientation and therefore has a lot of context.

In a matter of seconds, it gives you an impression of the person and a semblance of the things they’re interested in.

  Image

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It’s not like you have to ditch the picture you have right now

You may still want to hold onto that tightly cropped picture of you. However, do put in some images that show you on a trip somewhere. Maybe you’re into wood carving or pottery.

How about having a picture of you with a chisel or sitting on a pottery wheel? The change you’re making is a rather tiny one. The tab on the takeaway coffee cup lid didn’t involve a mammoth reengineering sort of drama.

Instead, it was a slight tweak. You too could dig into your photos and find pictures that give your audience a quick snapshot of who you are.

Ideally, make it landscape so that you can get in the context.

Which takes us to the second tiny fix: Is your About Us page a memoir or a bit like a history book?

2.Is your story a memoir or a history book?

I have a book that I intend to read in December. It’s called “The Silk Roads” by Peter Frankopan.

In the book, Frankopan talks about the rise of the Western civilisation and how it didn’t stem from the Romans, the Greeks and Egyptians. Instead, it rose from the Persian Empire.

It’s a fascinating book, but it’s also 636 pages in tiny print. Which is why I’ve earmarked all of December for it, so long and winding is the story.

It’s likely that the text on your About Us page isn’t a behemoth like “The Silk Roads”, but it’s easy to get carried away and tell the entire story. Instead, how about writing a bit of a memoir?

The difference between a memoir and a history book, is the point at which the story begins

Let’s say we’re writing a story about David Attenborough. We could start from his childhood and bring in the fact that he loved to collect fossils. Or we could fast forward to a pivotal moment, instead.

Like how when Attenborough was the controller of BBC 2, and suddenly the British government gave him the green light to introduce colour. And how, in a childish sort of way (his words, not mine) Attenborough wanted to be first in Europe.

What we’ve just heard is a tiny slice of the Attenborough story

That minuscule slice is the basis of a memoir. Instead of a chronological start from babyhood, we jump smack in the middle of a dramatic moment. And we continue the story from that point onwards without any drag.

The Attenborough story talks about how he had an incredibly tight time frame; how the Germans were close to launching around the very same period; how he couldn’t possibly go from all black and white programming to all colour.

And how he solved the problem by taking on something that would have all the drama, the pomp and yes, the colour.

He decided that the broadcast of Wimbledon was going to be his big colour TV moment.

“I was as proud as a peacock. It was absolutely terrific. It was a big moment in my life,” says Attenborough. And you too can be proud of the About Us page, if it’s got that drama.

Instead of simply scrolling back in time and then rolling out dozens of events, go to that precise moment and tell that one story. Make it a memoir instead of a tedious historical record.

In doing so, you can bring about the third quick fix too. And that is that you’ll almost certainly get the client to read between the lines.

Getting the client to read between the lines

Let’s dart back to that Attenborough story, shall we? What were the points in that story?

Incredibly tight time frame • Germans were close to launching around the very same period • Dilemma of all black and white programming switching to all colour. • How he solved the problem by a piecemeal introduction of colour—using Wimbledon as the showcase.

The “incredibly tight time frame” tells you that Attenborough was given a challenge. That challenge wasn’t only time-based, but with the Germans wanting to steal his thunder, he had to move “quickly”.

The line shows how, when faced with external threats, Attenborough had to think on his feet. However, as the drama unfolds, you and I realise that he has an impossible task. He can’t switch all the programming to colour, so he gets “inventive” and showcases Wimbledon instead.

If you took out Attenborough from the story and replaced it with someone else’s name you’d still get the characteristics to read as:

• Nimble • Good with facing great odds • Inventive • Rises to the challenge

The Psychotactics About Us page runs through a similar sort of approach

The text is broken up into three parts. The first part talks about how I got into an advertising agency and why the founder of the agency, Leo Burnett, had such an impact on me.

The first section briefly mentions how I made the transition from copywriting to cartoons and then moved into marketing. When you move to the second section, it’s all about teaching and how my parents and my grandma was a teacher.

Moving to the final section, you’re told that I wake up at 4 am. And that if you were to send me an e-mail, you’re likely to get an instant response.

Did you manage to read between the lines?

• Background in advertising with a well-known agency, cartooning, marketing = Lots of Experience • Why Leo Burnett, the founder made an impression with his work ethic and determination = Not your usual billionaire role model. • How there’s a heritage of teaching in my family = Probably a good teacher • Finally, how I’m at work at 4 am and might I say, very approachable on e-mail = Hard work, approachable.

While Attenborough’s story is a memoir, the Psychotactics About Us page isn’t exactly a long history

They’re just two methods in which to attack an About Us page, because no matter which one you choose, it creates an underlying message. It’s not just a set of words that simply talk about “huge chunks of your life”, but instead give short, intense bursts of information.

The About Us page is often the hardest to write

We aren’t sure how to talk about ourselves or what we need to say. Often we ramble on for no good reason. However, if you were to pick on a memoir—a brief but pertinent section of your life—you’ve made a great start.

If you then audit your page so that clients can “read between the lines”, you’ve taken the next step. And finally, make sure your photo has context. Having landscape photos are preferable instead of the tight-cropped studio photo that’s best suited for official documents.

Those are three tweaks.

Where will you start first?

Opening on 10 October 2020: The Article Writing Home Study

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Announcing: How John Forde (and Sean D’Souza) Got Me to Write Articles

📅 October 03, 2020 | View in Gmail

Start. Stop. Start. Stop. The biggest frustration with writing is it drives you crazy. Before I start, let me make one thing clear. John Forde is a copywriter who lives in Paris. And a good friend with a great newsletter. And me, I’m Sean D’Souza. Which of course makes it really weird when I say I used myself for inspiration. It sounds a lot more than weird, actually. It sounds egocentric. Let me assure it’s got nothing to do with ego. And everything to do with desperation You see when I started writing articles for my website back in about 2001, I was at best a cartoonist. If you asked me to draw something, you had a bouncy volunteer right besides you. But when you asked me to write, the bounciness would sure fade away pretty rapidly. You see not only did I consider myself an average writer, but I had enough reason to be afraid of writing. And the reason I was afraid was because of girl named Clare. I remember writing an article way back in the year 1990-91 . I wanted to be a copywriter and in one of my diverse moods I decided to “make some money” writing for the newspapers as well. So I met up with this guy called CY Gopinath, who ran this writing agency. Well CY gave me an assignment, and I wrote about it. And Clare, who worked with him, edited my assignment. And when Clare was done I couldn’t recognise the darned thing at all. There was so much edited; so much added; so much removed that it seemed to me not my work at all. Today I can’t even remember the subject of the article. But I remember the memory of frustration I remember that I didn’t want to be a writer. Well who cares about writing articles anyway? I could be a cartoonist instead. I could write ad copy. Clare wouldn’t be around to edit my stuff. And who died and made Clare queen anyway? And there I was, ten years into the future, and Clare was still bothering me. In fact most months, article writing was a drudgery I wrote articles because I was forced to do so. I knew I was supposed to update my website. I knew that one of our alliances, Allen Weiss (from MarketingProfs.com) would be asking me whether I’d completed my article. Somehow I had to banish Clare from my head and take away the fear of writing. Article writing was intense drudgery I hated every bit of article writing. I hated the start, the middle, and I couldn’t be sure of the end. If I completed an article in one working day, I’d be ecstatic. Most days it would take me two days. Two whole days and I couldn’t honestly tell you if the article wouldn’t end up in this article graveyard. Thankfully it was only two days in the whole month (Yup, I’d write once a month). And then I decided to get inspiration from my own articles I started looking back at the ones I’d completed, and felt this immense sense of satisfaction. Even inspiration. And so before writing, I’d look at my previous headlines. I’d read my own articles. And feel a sense of accomplishment. That put in a little juice in my reserve tank. That propelled me off the starting point. And I coughed and sputtered, but at least I was writing a new article. It didn’t make things any better. I was still a foul person to be around on article writing days. So I had to search for inspiration. And inspiration came in the form of a guy named John Forde I loved the way John wrote. His writing was always so effortless. He seemed to be having so much fun. And he knew his topic (unlike me who mostly knew about cartooning). And so I’d read many of John’s article. At one point, after getting to know him, I even asked him for an archive of sorts. Just so I could read and be inspired. John’s writing and mine: They both nudged me on And while I got a lot better over the years, there was a moment in time when I got radically better. That moment was when I promised my members that I would write 5 articles a week. No one paid attention of course, but I had promised 5000bc members that they’d get this wealth of information week after week. And there I was trapped—in a way. I had to write those articles. If you thought writing one is hard, five must be pure agony. Actually I found quite the opposite The moment I started writing five-six articles a week, something changed rapidly. Not all at once, of course, but in a few months I found that I could literally sit down at my computer and turn out five articles in the course of the day. At first this spurt of writing seems like a fluke I was sure I’d run out of ideas in a few weeks. But the weeks turned to months. And months to years. The dread that I’d been feeling seemed to disappear, slowly at first, but the evidence was clear. I was never going to run out of ideas. What’s more interesting, is that I got faster, which allowed me to move from writing 800 word articles to 3000 word articles—often in a day or two, but also sometimes in a single morning. When you get through that much, and do so, so quickly, it’s not a big leap of imagination to figure out you can write booklets, then books. At first, the steps were halting, almost like someone was about to tap me on the shoulder and say “ok, you’ve run out of luck”, but in time, I realised that tap was never going to come. I’d earned myself that skill, fair and square and it was getting better all the time. And when you see all of this from the outside, it’s easy to think: This Sean is a genius. Or a mad man. I don’t see the same Sean as you do I see the Sean who struggled with Clare’s edit (she was only doing her job well). I see the plod, the drudgery of writing articles for MarketingProfs in the early days (I wrote almost 50 articles for them). I see the fear in my eyes when I promised to write five articles a week in a moment of madness. And I know that anyone can do it. Anyone . I don’t care who you are. I don’t care what your education. I don’t care if you can even read—or write. The best part is that you don’t need to slave for almost ten years like I did. Or if you go back in time to Clare, twenty years. You can do it in three-six months. It’s still going to be a slog, but you can do it. And then there are going to be times when you’re super frustrated And the only inspiration you have is yourself. Or someone like John Forde. And if you persist, something magical will happen. You’ll get enormously better at writing. And you’ll be an inspiration to others. Imagine that! Two Announcements Start. Stop. Start. Stop. The biggest frustration with writing is it drives you crazy. Yet writing is a “language” like everything else. Learn the structure and you can learn to write without the frustration and faster than ever before. Click here for Five Free Goodies: How to create expertise through article writing Click here to read about: The Article Writing Self Study Course

September 2020

Announcing: How To Put That Zing Back in Your Articles ( And Get The Attention Of Your Reader)

📅 September 29, 2020 | View in Gmail

The moment we have to write an article, we freeze up. What are the elements of a story?

  Story Telling  Cartoon Image

https://www.psychotactics.com/products/story-telling/

Storytelling seems to be the rage these days.

And yet, it’s not new at all. It’s been around for thousands of years.

What’s more, it’s not even alien to us.

Even as a three-year old, you can tell when a story is really cool and when it’s just plain boring.

The problem arises when we have to take this storytelling skills to our articles.

The moment we have to write an article, we freeze up. The article gets riddled with facts and figures. Or sequences. Or whatever. But we know instinctively that the power of the story is missing.

But it’s not just the story that’s important.

It’s a story well-told.

A well-told story is like a well-told joke. It has zing. And kapow!

So what are the elements of a well-told story? Why have they been playing hide and seek with us for so long?

Find out right here in this three-part series on Storytelling!

You’ll love it. It’s full of cartoons, precise advice—and yes, the zing! That’s what you’ll learn: how to create the zing.

Book 1: The Power of Stories—How to Turn Average Stories into Cliff-Hangers

Book 2: Signature Stories—How to Create Clear and Memorable Business Stories

Book 3: The Power of Drama—How To Create Counterflow (Without Making Your Reader Sick)

So have a look right away.

https://www.psychotactics.com/products/story-telling/

Regards,

Sean

P.S. With the premium version you get—‘The Power of Drama’.

It talks about how to create counterflow in your articles without making your readers sick, the myth of boring writing and the four ways to create drama.

Have a look here:

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  Debbie Newhouse Testimonial

https://www.psychotactics.com/products/story-telling/

Here is what Debbie Newhouse has to say:

“Before I bought the book I thought there would be too many ideas I’d heard before.”

I’ve been a heavy follower of Chip & Dan Heath, authors of “Made to Stick”, and their philosophies on storytelling that “sticks”. I found that there was a lot to learn beyond what I’d absorbed from “Made to Stick” and its formulas.

The feature I liked best

The realization that the best stories are about something you are 80% familiar with, you can anticipate, and then WHAM – the new 20% hits you.

Three other benefits

The examples of stories that “worked” and “didn’t work”. Understanding how much detail is just enough, and what is too much. Sean’s classic straightforward, easy to absorb step-by-step approach which doesn’t leave you behind.

I would recommend this product to anyone who has to persuade others, explain something, or teach.

I use the concepts mainly to teach, and especially to engage my audience and get them to realize why they should care about a topic.

Debbie Newhouse, California, USA

Judge for yourself: StoryTelling Mini Series

https://www.psychotactics.com/products/story-telling/

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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Announcing: How To put That Zing Back in Your Articles ( And Catch the Attention of The Reader)

📅 September 26, 2020 | View in Gmail

What would make one article better than the other?The answer lies not just in stories.

  There is a StoryTelling Cartoon

https://www.psychotactics.com/products/story-telling/

Storytelling seems to be the rage these days.

And yet, it’s not new at all. It’s been around for thousands of years.

What’s more, it’s not even alien to us.

Even as a three-year old, you can tell when a story is really cool and when it’s just plain boring.

The problem arises when we have to take this storytelling skills to our articles.

The moment we have to write an article, we freeze up. The article gets riddled with facts and figures. Or sequences. Or whatever. But we know instinctively that the power of the story is missing.

But it’s not just the story that’s important.

It’s a story well-told.

A well-told story is like a well-told joke. It has zing. And kapow!

So what are the elements of a well-told story? Why have they been playing hide and seek with us for so long?

Find out right here in this three-part series on Storytelling!

You’ll love it. It’s full of cartoons, precise advice—and yes, the zing! That’s what you’ll learn: how to create the zing.

Book 1: The Power of Stories—How to Turn Average Stories into Cliff-Hangers

Book 2: Signature Stories—How to Create Clear and Memorable Business Stories

Book 3: The Power of Drama—How To Create Counterflow (Without Making Your Reader Sick)

Have a look right away.

https://www.psychotactics.com/products/story-telling/

Regards,

Sean

  About Story Telling

https://www.psychotactics.com/products/story-telling/

Here is what Debbie Newhouse has to say:

“Before I bought the book I thought there would be too many ideas I’d heard before.”

The feature I liked best

The realization that the best stories are about something you are 80% familiar with, you can anticipate, and then WHAM – the new 20% hits you.

Three other benefits

I would recommend this product to anyone who has to persuade others, explain something, or teach.

I use the concepts mainly to teach, and especially to engage my audience and get them to realize why they should care about a topic.

Debbie Newhouse, California, USA

Judge for yourself: StoryTelling Mini Series

https://www.psychotactics.com/products/story-telling/

Here is what a few more people have to say

https://www.psychotactics.com/products/story-telling/

I found that this Storytelling Mini Series helped me to think about storytelling in completely new ways.

The thing I liked the most about it was that it teaches the tools and mechanics of storytelling and how to make stories compelling and interesting.

Christopher Cook, USA

https://www.psychotactics.com/products/story-telling/

I learned to use connectors and disconnectors effectively. This has given my articles a much needed method to keep my reader reading.

Since I started using this technique for certain pages of my site, the average time spent reading on my site has increased.

Honor Dragan, Guildford, UK

Judge for yourself: StoryTelling Mini Series

https://www.psychotactics.com/products/story-telling/

Sean is not selling magic. His is selling a method, a way of thinking, a way of speaking.

And just like everything you still need practice. You will not become proficient overnight. But instead of being in a labyrinth with an infinite number of paths to choose from, Sean will narrow it to finite number of choices, which is in the end the role of a good guide.

Harrisson, Japan

https://www.psychotactics.com/products/story-telling/

As a result of buying the product— My writing is tighter, especially in the e-newsletter, and I can craft a story that suits my audience.

If you don’t have the time to commit to a full time course you can get as much marketing value from this product with a few days reading.

Pam Bestwick, Wellington, New Zealand

Judge for yourself: StoryTelling Mini Series

https://www.psychotactics.com/products/story-telling/

I wasn’t sure that I could learn anything impactful from the Story Telling series because I write stories on a daily basis.

It’s a ton of value for a fair price. I would recommend this book to anyone who write short stories for business because it’s helped me build trust with my audience and clients.

Steve Jolly, USA

https://www.psychotactics.com/products/story-telling/

What I like best about the Storytelling Mini Series is its extreme usability.

I just read the Series and am immediately able to use it. It just kind of slips into my writing. It’s an easy read. I also like the bad examples on how not to try and “pimp up” your writing.

Elfriede Krauth, Netherlands

Judge for yourself: StoryTelling Mini Series

https://www.psychotactics.com/products/story-telling/

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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How To Use “Transition Techniques” To Keep Your Reader Locked Into Your Article

📅 September 22, 2020 | View in Gmail

3 Techniques to let the reader know where they are in the article and where they’re going.

  Psychotactics

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  How To Use "Transition Techniques" To Keep Your Reader Locked Into Your Article

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A Russian satellite called Sputnik was inadvertently responsible for the invention of GPS.

In 1957, Russia sent shock waves through the world when they launched Sputnik. Most Americans were terrified. Even the US president, Dwight Eisenhower declared that the Russians had the decisive upper hand.

However, two junior physicists, William Guier and George Wieffenbach rigged up a listening station on the roof of their lab to pick up Sputnik’s signal.

And they noticed something quite interesting. Even though it was just a beep, beep, beep, they realised the radio frequency of the satellite’s transmitter kept on changing. Which is why they decide not only to monitor the satellite but to take shifts and find out where the satellite was at all times.

But it was their boss, McClure who put the second piece of the puzzle together

“If you can find out where the satellite is,” he began, “then you ought to be able to turn that problem upside down and find out where you are.” And that was it—the earliest version of GPS. Today, we can walk out with our phones and know precisely where we are at all times, and where we’re headed.

However, the reader of your article has no such luck

An article is usually a mass of content spanning anywhere from 800-5000 words, or more. Readers have no way of knowing whether you’re writing about the first idea, are already in the middle of the second idea or coming to the close of your article.

There’s a simple way to let the reader know where they are in the article, and where they’re going. And it’s with a manageable set of tips called “transition techniques”. Let’s find out how you can send your own beep, beep, beep to clients so they never get lost in your article.

You can do this in three ways:

Technique 1: The hook set up

Technique 2: The numbering system

Technique 3: Sarah’s italics

Let’s start with Technique 1: The hook set up

If you’ve ever watched a drama-based TV series, you’ll notice something quite consistent at the end of the episode. Instead of winding down and coming to a “happily ever after” situation, they seem to put in a hook.

The hook is designed to get you moving to the next episode, and the next and the next. When you’re writing an article, you have to do something similar with your paragraphs, especially if your article has several ideas. Take, for instance, this article itself. It has three ideas: the setup, the numbering system and Sarah’s italics.

If we treat each of those ideas as an episode it means we have to create two, possibly three hooks

As we come to the end of one idea and we’re transitioning to the next, we need to suggest that there’s something new coming up. We can set up, by talking about the next section. You can do this by simply referring to the new idea, or you can ask questions.

Let’s take an example that’s not related to this article itself.

Let’s say we talk about Goldilocks and her break into the house of the Three Bears. The three ideas or stages are “she gobbles their porridge, sits in the chairs, and finally falls asleep on one of the beds”.

When you’ve written about the porridge episode, you end with: But that’s not all. Goldilocks wasn’t just satisfied with mooching the porridge. She’d decided she was bored and going to wander around the house as well.

See the hook set up?

You know there’s a transition happening, and you know it because of the statement that forms the last line of the section or episode. But you don’t have to restrain yourself to statements. You can use questions too. e.g. Goldilocks wasn’t satisfied with mooching the porridge. Do you know what she did next?

That’s a question at the end, instead of a statement

Whether you choose to use a statement or question, they both signal a transition, but they also do something more. A hook, by its very nature, bubbles up with curiosity. That tiny little hook at the end of one idea, gently pushes the reader across to the second idea, and from there to the third, and so on. However, that’s only one way to get the transition going. The second method is far more overt, and it involves numbers.

Technique 2: The numbering system

Notice how you knew we’d moved from the first idea to the second? It’s pretty apparent when you read it here, because “Technique 2” was mentioned. Obvious it might be when it’s pointed out, but many writers are so absorbed in their writing that they fail to consider the reader.

You as a writer know precisely when you’ve transitioned, but the reader sees the text pretty much like a long road. Unless you put signage on that road, they’re not going to know they’ve entered another zone.

That signage happens to be a combination of numbers and words

For example:

Method 2: The numbering system

Strategy 2: The move away from retirement

Bag 2: The problem

The numbering immediately gets the reader to take notice

They know you’ve moved on to a new section and it’s also like a “You Are Here” sign, ensuring the reader isn’t lost. It might be okay to merely run numbers with a numerical value. e.g. Method 2, Strategy 2 etc.

However, you can also use words to signify your movement. You could say: First, second and third. Or first, next and final. It might not sound precisely like a number, but it’s doing the same task of signalling.

The question that arises here is: should you use the hook set up or the numbering system?

It’s your choice, really, but if we go back to that analogy of the road, notice what most towns do? They say: You are leaving Auckland, welcome to Bombay Hills. In a quick sequence there’s the signal of both the exit and the entry, isn’t there?

I tend to use both in my articles because it guarantees the readers know where they are in the article. Which of course leaves us with a slightly obscure third way to connect, doesn’t it? The final way to connect came up quite by accident. I like to call it “Sarah’s Italics”.

Technique 3: Sarah’s Italics

In the 2018 Article Writing Course, I noticed a curious method of connection I’d never noticed before. At the end of the section, Sarah Hamilton would use a visual attention getter to signal change. Let’s say the new idea was about Goldilocks heading from the porridge to the chairs.

Sarah’s technique was not only to mention the chairs but also to use italics. Hence, if she were to move through the article, and get to the end of the section, she’d be likely to write “the chairs” and “the beds” in italics.

I’d never seen something quite so subtle at least in the Article Writing Course

If you were to put the term in bold, or red or do something over the top, it would be pointless. But italics tend to be used to signal a subtle difference. If you look at most books and you run into a foreign phrase, like “me gustaria cinco cervezas para el desayuno”, that would be italics.

Or let’s say you run into a book like “The Brain Audit”, that might also be in italics. In short, italics create a contrast. And that contrast tells the reader, “Hey, something is slightly different at this point, so pay close attention”. Italics do that crucial task without bringing too much attention to themselves, which when you think about it, is pretty cool.

And there you have it—three ways to transition.

The first was the hook at the end of the article, which could be a statement or a question, or a combination of both. The second was the numbering system like Method 2, or Strategy 3 etc. But first, second and third—or start, middle and finale could also be used to determine the location. And finally, we have Sarah’s italics, which are incredibly subtle but takes on the conventional role of italics, which is to suggest a change of some sort.

You might think that readers don’t necessarily need all of this set up

As writers, we often second guess the elements we put into our writing. We look at a bank of articles we’ve written and see the elements as repetitive. There’s a technique for writing the headline, the First Fifty Words, the subheads, the outlines—and now even this transition between ideas is being added to the list. Won’t this seem super formulaic and completely turn off the reader?

No, it doesn’t turn off the reader

We know this because we have watched those TV serials. They do this over and over and over. And yes, over again. Does it bother you when they have a hook at the end? Yes, we might be a little impatient when we’re, and they summarise the last part, but in article writing, there’s no summary when you move to the next part.

You’ve moved from one section to the other flawlessly and let the reader know exactly where she is on the road. But that’s only one of two reasons.

The second reason is that no one is reading your articles back to back

Your client will read one article, and before you send out the second, they’re going to read about seventeen million e-mails, five reports, finish a quarter of a book and spend sixteen and a half hours on Facebook. There’s no way on earth they’re going to think about any formula you’ve been using.

And if you’re still worried about appearing formulaic, then stop it. Why? Because almost every movie, every book, every story told also follows an almost identical formula. If you haven’t noticed it yet, it’s because the contents are interesting.

You too can make your contents exciting, but more importantly, you can get the reader to move gingerly through your article. They always know where they are and where they’re going.

It’s a small thing, this transition bit. But it’s super important to keep the reader going.

Beep, beep, beep.

Announcing: The key to writing articles is clarity

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If you can write like you think—you’d be able to turn out not just articles, but reports and books as well. Clarity—or the lack of it, stops us in our tracks. And clarity depends on structure.

Click here for Free Goodies: Article Writing mini-booklet that helps you quickly improve your article writing

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Announcing: How To Become An Expert (In your Customer’s Eyes)

📅 September 19, 2020 | View in Gmail

How do you write so that your clients actually read your articles above all that noise?

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How do you become an expert in your customer’s eyes?

How do you become the person the customer most wants to work with?

How do you then increase prices 500% and still have customers wanting to work with you?

To understand how this unusual situation occurs, let me tell you a story

I was a cartoonist by profession.

Then one fine day, I decided to get into ‘marketing.’

Now tell me honestly

Would you hire a cartoonist to show you how to attract customers?

Would you hire a cartoonist to show you how to improve your website?

Would you hire a cartoonist for anything—but—to draw cartoons?

Why would you?

I wouldn’t.

And that was the uphill battle I faced: No one knew me as an expert.

Now it didn’t matter how many times I looked in the mirror and called myself an expert.

I still wasn’t getting any respect, let alone pesos in the bank. And it drove me crazy.

But there’s always a way out of crazy-land

So here’s what I did.

I started writing articles.

And it was painful writing those articles.

I’d write one article after slaving over it for two days.

And then sometimes after two days, I’d trash the article and start all over again.

Did I say there’s a way out of crazy-land?

Well, it sure didn’t seem so, because this article-writing-jazz was driving me loco.

But here’s what I found too.

That there were systems. And techniques.

Techniques that enabled me to write faster.

That enabled me to make an article almost like a movie.

That enabled me to see a pattern as to which articles would go down the gurgler, and which articles would get lapped up by the readers.

That there were certain articles, when published, that got customers to my website in droves. I’d wake up, and suddenly there were fifty, or a hundred new subscribers.

Sometimes as many as two hundred or more.

And then as the weeks and months passed, I started getting calls

Calls to help customers with their website (um, after I wrote a website-based article).

And then emails. To help customers to help them attract clients (um, again, it was an article that did the job).

You’re guessing what crossed my mind, eh?

Not only were the articles pulling in customers to the Psychotactics website, but these customers were asking me to work with them.

Me, a cartoonist, work with them?

I have to say, I was scared out my wits. (For two whole years actually).

But after two years of writing articles (and I just wrote about 20 articles in the first two years), even I began to see a trend.

I figured I could go nuts and cold-call

Or I could sit at my computer and write an article.

And have a customer call. (Ooh, I did like the sound of that phone ringing).

But you have to remember this was back in the year 2002-2004.

Back then, the Internet was a bit of a novelty. People doled out their email addresses like peanuts. Today it’s not that easy to have two hundred people stream through your website. Which means that it’s not enough to just write an article.

There are squillions of articles on the Internet today

And those articles are competing with audio.

And video.

And heck knows what else.

So the questions do cross your mind

How do I write so that my clients actually read my articles above all that noise?
How do I write, if I struggle to put a paragraph together?
Is there a ticket out of crazy-land? Can I really become an expert in my client’s eyes?

There indeed is a ticket

And if you’ve been putting off writing, because you think it’s hard, well, it’s time to get that ticket out of crazy-land.

Information (um, Article Writing) creates expertise

Ask every author on Amazon.com

Ask every top consultant.

Ask every top trainer.

And ask a cartoonist.

Free Goodies: Don’t take my word for it. Judge for yourself.

Get some solid methods to write better articles at this link.

Don’t wait. This link won’t stay up forever. :)

Free Goodies: Article Writing

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Sean

P.S. The goodies are free.

P.P.S. Start. Stop. Start. Stop.

The biggest frustration with writing is it drives you crazy. Yet writing is a “language” like everything else.

Learn the structure and you can learn to write without the frustration.

Article Writing Self Study Details

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The Magic Of Set Up: Why Some Courses Are Better Than Others

📅 September 15, 2020 | View in Gmail

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  The Magic Of Set Up: Why Some Courses Are Better Than Others – Episode 243

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Do you know which is the longest winning streak by any athlete in top level professional sport?

If you dig into the Guinness Book of World Records, you’ll find the name of Jahangir Khan. From 1981 to 1986, Khan won the world open six times in a row and the British open a record ten times.

His domination of the game was so complete that he was unbeaten 555 games back to back. And the weird part about this story is that Jahangir didn’t feel the need to have any fixed training system in place. He didn’t have a precise diet either.

He said he was happy to eat anything as long as it is hygienic and as long as he drank two glasses of milk everyday. Now Khan’s approach to being better than anyone is seemingly erratic. It’s not systematic, but he was merely dealing with his own personal needs and the way he saw everything fitted in his world.

In a course, it’s not just one person that needs to be considered. We need to consider many people, which is why setting up things in advance and having a decent amount of precision is crucial to making things easier for your clients as well as for yourself.

In this episode, we’ll look at why some online courses are better than others and let’s look at three things that really matter.

The first is about barriers as a filtration system. Then we look at testimonials as a secondary filtration system and finally we look at the size of the groups and these three things are relatively crucial to getting an online group working better than ever before.

So let’s start off with the first one, which is barriers as a Filtration system.

Section 1 – Barriers as a Filtration system

Many years ago, we hosted a monthly marketing event in Auckland. It was free and promised no up-sell or any kind of promotions. We even went so far as to never put in any Psychotactics branding anywhere at the venue.

And month after month the room would be filled with about 40 entrepreneurs keen to listen to the presentation. However, these business folk couldn’t just show up without first crossing a barrier.

The barrier was to show up consistently month after month. Free events tend to be easier to ignore, and it’s not uncommon to have people avoid the event just because it’s too cold or too rainy.

However, if the client didn’t show up consistently, they would slip from the priority list. Others would take their place, and they’d have to wait until someone else fell from grace.

That was just one barrier

The other was the door itself. The event would start at 8:02 am. At precisely 8:02 the doors would be locked. Anyone showing up after that point in time would be met with a Post-It that said: Please don’t knock or try to get in. The doors are locked. See you next time.

For a fledgling business, such barriers seem like a risky gambit

Yet, when you have a restriction in place, it’s only the most eager and more diligent clients that show up. The above example was based at a venue and offline, and online courses can be much harder to control. After all, you can’t round people up online. They’re at the computers at different locations and can choose not to do what you ask.

Yet, that’s not the reality of the situation

If you open the doors to everyone, you get everyone. It’s then difficult, if not impossible, to keep the lazy, non-diligent apples out of the mix. While you’re spending your energy on the people who are not necessarily following your instructions, the other keen clients are missing out. Hence, the barriers.

And the barrier needn’t be a big one

In our courses, both online or offline, you can’t sign up unless you’ve bought The Brain Audit. The course may well be over $3000, and The Brain Audit less than $10, but if you default, you’re not accepted.

When we conducted the Protégé Program, Clients paid as much as $10,000 but were chosen only after they filled in a detailed form and sat through a phone interview. In other cases, clients might be sent three separate questions. Those that respond within the time frame are accepted. Those that don’t will be rejected.

The net result is that you’ve created selection criteria

It may not be extremely sophisticated. You might not have put them through tons of hoops, but it’s still enough to separate the ones that will work with instructions vs those that choose to ignore them.

It’s not as if to suggest that there are good clients vs bad clients. We are in no position to make such judgments. However, as a coach or teacher, your job is to use your energy to the benefit of your clients.

If you have people that aren’t going to follow your instructions even before a course has begun, they’re more than likely to follow the same pattern later.

This slows down and frustrates not just you, but the entire group. A group doesn’t always move at the same pace, but someone that’s going to cause mayhem all the way is best not allowed in, in the first place.

And there’s a cool filtration system in place that goes beyond barriers. They’re called testimonials.

Section 2 – How testimonials help the client filtration system

When I was in my teens, I found myself in a strange auditorium.

I’d been invited to see a play, and I took my seat before the lights dimmed. However, as I sat down, I noticed that I seemed to be the only male in the rows both in front and to the rear of me.

Later, when the play ended and the lights came on, I realised that I was the only male in the room. There were about 200 girls in that room, and I was pretty much alone.

Knowing this fact in advance, would I have gone into the room?

It’s similar when clients look at your website and your testimonials. They tend to look for a sense of similarity. If all your testimonials seem to indicate that your clients are from Boston, it’s unlikely to encourage someone from San Francisco. This similarity plays out when clients are choosing to be part of your online course as well.

If your testimonials have a consistent message, clients will understand what to expect

Take, for instance, the Article Writing Course. We sell it as the hardest writing course in the world. The testimonials, in turn, talk about how it was tough.

Yes, the clients may talk about how rewarding it was, how it helps them every day, etc. But by and large, one message goes out consistently. It’s hard, and if you want to be part of the course, you better be prepared to make the sacrifice for 12 weeks.

Is it any wonder that we have rarely had a slack client on the course for over ten years?

It’s not that people don’t drop out. Most of those who feel the pressure dropout in the first week itself. But those who get past the very easy first week go on to finish the course.

But this isn’t about the Article Writing Course, is it? It’s about the messages that you’re sending out with your testimonials. The words, as you can tell, really matter.

However, it’s not just the words alone that count

The pictures matter too. Humans have an uncanny ability to see the photo of a person and like—or dislike—that person. It’s not based on any information, but instead an instant reaction.

If you go to a site where everyone is talking about quadrupling their income and exploding their profits, there’s a pretty good chance you won’t like the photos. Even without reading the words, you start to evict yourself from that kind of crowd.

Which is why we put pictures of our clients. It’s impossible to put every single photo, as you’d imagine. We’ve been running courses since 2004, and we have hundreds of photos for many courses.

You pick a few, get the message across, and the words and pictures combine to create an interesting attraction—or self-eject situation.

But what if you don’t have testimonials?

All companies, big or small have this awkward situation at some point in time. You create a new course, and you have no testimonials. And that’s perfectly alright. Bear in mind, however, that we’ve not necessarily put in testimonials from that course itself but any course.

There’s still the chance that your business is brand new and you have zero testimonials. There’s no need to panic. It’s better to have testimonials, but not having them isn’t a disaster either. When you complete your first course, you’ll get the testimonials you need. This, in turn, will ensure future clients are diligent and get even better results.

It’s easy to dismiss testimonials as a small part of your marketing strategy

However, people look for similarities. Which is why you need to get those testimonials as quickly as you possibly can. I tend to get the testimonials as part of the course itself. If we have a ten-week course, the 11th week is where clients give the testimonial (as part of their assignment).

This ensures we have a regular stream of high-quality clients that lead to high-quality results that lead to a great deal of calm and satisfaction on your part.

Put these two factors in place—the barriers and the testimonials and see how your groups get better even before you start your course.

Section 3 – How to set up groups (and why the size of the group matters)

No matter how many people are invited to a party, something curious always occurs.

Even if an event has hundreds of people, you’ll notice that people tend to bunch up in groups. If you were to count the number of people in every group, you’d notice they range between 7-10. It follows logically that when we were setting up online courses, we too would have groups of between 7-10.

However, that was not the case at all.

Despite having small numbers on our courses, we didn’t have small groups.

In every Psychotactics course, the number of people on the course don’t exceed 35. We’d break the participants into smaller groups, but it’s only after repeated client feedback that we created separate areas for every single group.

Instead of a client having to look at everyone else’s work, they would mostly be confined to a smaller group of just 6-7. In this way, we were able to take 35 participants and split them into five smaller components.

But why choose 6-7 people in a group?

If you have 3-4 people in a group, and a couple doesn’t show up for a few days, the group feels desolate and abandoned. However, if the group size is 6-7 and one or two don’t show up, you still have a vibrant group of five.

Over the years we tried several group sizes and finally settled on the group size of 6-7. It was small enough for people to get to know each other intimately and big enough to allow the group to get through almost any problematic period. But what is it that makes a group so resilient?

The answer lies in how you choose the group

We know a lot of our clients very well. And Renuka will take great pains to pair up groups by:

Introvert/extrovert

Existing vs new clients

Male/Female

The reasons for these permutations is simple

The primary role of the trainer isn’t to teach or give information. Their purpose is to create a safe space for the clients. Put one man in a group full of women, and he may be quite comfortable. However, that is a chance you’re better off not taking.

The same applies to introvert/extrovert and new/existing clients. The more there’s a pre-designed mix, the higher the chances of clients settling down quickly. It’s only when the intimidation factor is reduced to a shallow level, that the real learning begins.

Instead, a lot of training has random group placement, If there is any placement is done at all.

One of the reasons why we had such small numbers is because I’d been part of online groups where there were hundreds of people all jostling for space and attention and getting precious little.

However, it’s not enough to merely reduce the size of the group. Your primary role is to create a reduction in the intimidation level.

But what if you don’t know much about your clients?

How are you supposed to know who an introvert or extrovert is? What if you don’t have any existing clients and they’re all new? If you don’t have information of this nature, then you do the best you can.

You reduce the group size to 6-7, and that’s a good start. When starting any venture, you might not have enough information and not even enough of a balance between men and women. In such a case, the least you can do is keep the group size manageable for the participants.

And what if you don’t have 6-7 members to a group?

Your group may be smaller than 7. In such a case, you have no option. If there are just five in the group, so be it. If there are only three, that’s fine too. Clients join a course to get the attention of the teacher. They don’t care that there are fewer because that means they get additional attention from you.

However, as soon as you possibly can, you should do your utmost to increase the numbers in groups and not just from the point of revenue. A sizable group has a greater back and forth flow of ideas, feedback and camaraderie.

A smaller group finds it hard to sustain energy, and there’s a far greater chance of dropout. Yes, your group has started smaller than you expected, but it’s in both your interest and the client’s interest to make the group grow to at least 6-7 people.

What you’ve done so far is created a filtration system with barriers and testimonials.

You’ve also made sure the group numbers are intimate enough, without being too small.

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Announcing! How To Become An Expert In Your Industry

📅 September 12, 2020 | View in Gmail

The biggest frustration with writing is it drives you crazy. Yet writing is a “language”.

  Article Writing Goodies

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Imagine you had a fairy godmother.

And she gave you one wish: The wish of ‘perceived expertise’. This ‘perceived expertise’, means that your customers would look at you and say: “There goes the expert in the field. I only want to work with her/him.”

I had such a godmother.

And I got a wish from that fairy godmother in the year 2002.

You see I’d just started up my consultancy in marketing

I’d moved from India to New Zealand.

No one knew me in these parts.

No one knew if I was good at what I did. Or just plain useless.

And what was worse, was I wasn’t quite sure either.

Then one day, that fairy godmother whizzed into the room

“Write articles,” she said.

“Write articles?” I echoed.

“What good are articles going to do for me?” I thought condescendingly.

But as fairy godmothers go, they can read your thoughts

And so there I was, um, writing articles. And remember, I didn’t even know my subject well enough. To me, marketing was a whole new world.

But then something magical happened.

Something I just didn’t expect. When I sat down to write, I started to get ideas.

Ideas that I didn’t know existed in my head.

And as I read more books (both business and non-business books), I got even more ideas.

When I put those ideas on my website, and put up a little ‘Subscribe’ link right at the very bottom—I started getting subscribers.

I wasn’t even selling anything online (or offline for that matter)

And there I was..ahem…building an audience.

An audience that wanted to listen what I had to say.

An audience that went from just friends and family, to a chunky

hundred people.

Then a thousand. And it kept growing.

I wasn’t doing any advertising

No publicity.

Heck, I barely knew how to do my own marketing.

Yet these articles were like a magnet.

They pulled people from every part of the world to my…um…pretty crappy website (you should have seen it in the year 2002).

And offline, I was starting to get inquiries too.

“Can you give us some advice on these marketing matters?” they said

“Can you train our staff?” they said.

Can you do this, and can you do that.

And on and on it went.

But articles were hard work for me

It would take me two days to write a single article. And I’d curse and struggle.

And to write one article a month was a big achievement for me.

But hey, I did have a fairy godmother

And fairy godmothers grant wishes, so I took her up on the wish. “Make me write great articles that captivate. And show me how to write them at high speed (so I don’t have to spend two days over a single article)” I said to her.

“Article writing is about structure”, she said

“Structure and drama,” she continued.

“Structure and drama and the ‘next step’,” she crescendoed.

“Drama pulls you in. Structure keeps you there. And then the next action gets your client to move to the next step.”

And just like that I learned how to write articles. And now it’s your turn.

Will you let me be your fairy um…godmother?

Do you want to learn how to spot drama? Learn how to spot structure? And understand how to use the power of the next step?

Well, ask and you shall receive. But hey, there are no magic wands here.

You’ve actually got to go to the link below. And there you’ll be taken to a page with instructions. Instructions on how to get some free goodies. Goodies to drama, structure, and the next step.

So, tah-dah, here’s the link:

Free Goodies: Article Writing

https://www.psychotactics.com/workshops/article-writing-live-course-form-how-to-attract-clients-with-your-articles/

See you on the other side! :)

Sean

P.S. The goodies are free.

P.P.S. Start. Stop. Start. Stop.

The biggest frustration with writing is it drives you crazy. Yet writing is a “language” like everything else. Learn the structure and you can learn to write without the frustration.

Article Writing Self Study Details

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Last day: How To Join 5000bc (Without being on the Waiting List)

📅 September 08, 2020 | View in Gmail

You’ve been around the Psychotactics site for a while. And you’ve probably even sneaked a peek at 5000bc (our membership site) and seen that there’s a waiting list.

For the next seven days we’re bringing down that wall. From Saturday 30 September to 7 October 2017, you get the chance to join (without being on the waiting list).

The last time we opened up the waiting list was six months ago. Yup, a long time ago.

But how do you know if 5000bc is the place for you? You read the testimonials. Do your due diligence and read the testimonials and you’ll see for yourself why our members join, and more importantly why they stay. And how you can be part of that select group as well.

You have to judge for yourself. So take a look at 5000bc right away. https://clicks.aweber.com/y/ct/?l=KQnf2&m=K0_qII1FtNEtt1&b=riyofESKrvEnMLphQZhNug

We’d love to have you there if you think it’s the right place for you :)

Warm regards, Sean P.S. Make a decision today based on what you see. https://clicks.aweber.com/y/ct/?l=KQnf2&m=K0_qII1FtNEtt1&b=riyofESKrvEnMLphQZhNug

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You’ve been around the Psychotactics site for a while. And you’ve probably even sneaked a peek at 5000bc (our membership site) and seen that there’s a waiting list.

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Why Writing 800 Words Every Day Could Be Hindering Your Article Writing Progress

📅 September 01, 2020 | View in Gmail

Does matter if you write in the morning or evening?

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  Why Writing 800 Words Every Day Could Be Hindering Your Article Writing Progress

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Have you ever wondered how many words a professional writer writes in a day?

Mark Twain, averaged about 1,800 words a day, then slowed down to about 1,400. And he’d do this for 4-5 hours. Ian McEwan, is a bit on the modest side, averaging 600 words per day, and about 1,000 when he’s really in full flow. Others like P.G. Wodehouse and Stephen King would easily output about 2,000 words a day.

Notice what we’re all paying attention to, at this point?

We’re all hearing the term “words per day”, and we’re assuming that’s the right way to go. Even National Novel Writing Month (often shortened to NaNoWriMo) talks avidly about the goal of writing 50,000 words between November 1st and 30th.

What we’re failing to notice, is that many writers talk about “words per day”, but what they’re really counting are the hours.

They’re focused not on the output, but on the writing process

We hear the term “words per day” is because because authors and writers are often asked the wrong question. An interviewer may ask: what’s your output like? How many words do you write per day? And unless a writer is being paid by the word, he or she is unlikely to count the words.

Malcolm Gladwell talks about how writers set themselves up for disappointment

“If I get up in the morning, and do my writing while I’m fresh, I should be able to accomplish what I need to accomplish by lunch time”.”Writing is physically demanding,” he says. “It’s tiring.

And a few good paragraphs represent a good day’s work.” Notice what he’s saying? While he does bring in the point of paragraphs, he’s really not that focused on the output itself. Instead, he focuses on the duration, which is morning to lunch time.

Dan Brown, author of the Da Vinci Code, talks about how he’s at his desk every day, at 4 am. There’s no internet connection, no distractions in sight. And like many professional writers, he focuses on the process. The process is about showing up and putting in the hours required.

But why do the hours matter?

Brown says: “Let’s assume you say, I’m going to write a page a day. Then you wake up, and you’re having a great day, and you’re in a great mood, and you write the page in one hour. Ironically, you quit on a day when you’re just having a great day.

And then, when you’re having a tough day, you may find you go past that deadline. Instead of an hour, you might be frustrated and go past that hour, to an hour and a half.

When you finally get up, you may find that the work—that output—is terrible anyway. But it is part of the process—that’s the time you’re going to write and that’s what you do, irrespective of the result.

Brown’s process is to write from 4 am to 11 am every day

“And whatever happens, happens,” he says. “Be gentle with yourself on the output, but be tough on the process.” Which means that if you have decided to write your article, or your report, or your book, the word count becomes a deadweight.

“If I’m not having fun, guess what, I have to stay there,” says Brown. “Yet, even on the good days, there is a point of diminishing returns. You can’t keep writing. You start to get distracted; you begin to slow down.”

We found the diminishing return concept to be true on the Article Writing Course

As you’re probably aware, we’ve been running the Article Writing Course since around 2006. For the writers, it’s a gut wrenching course and probably lives up to the slogan, “the toughest writing course in the world”.

For three months, a prospective writer has to put in several hours a day on the course, even while living their life and managing their business.

Yet if you look at the assignment for the day, there’s something very peculiar about the timing

Every assignment has a fixed amount of time allocated. Writing titles might require about 30 minutes. Outlining the article might need around 30 minutes too. Those are all stages of preparation and it’s relatively easier to get through the prep work.

But the part where most attention needs to be paid, is when the article itself is being written. The writers get a fixed amount of time, no more than 90 minutes. And they have to stop, even if the article is incomplete.

The reason for this time limit is because of diminishing returns

Let’s take a situation where a writer spends two hours or three hours, learning to write. That’s between 50% to 100% more than everyone else. Guess who’s going to be exhausted the next day?

Guess who’s going to feel like a limp rag by the end of the week. And yes, guess who’s going to hate the task of writing. Past a certain point, all a learner can do is try to edit and make their work better.

They may spend 100% more time and the article may improve by 5 or 10%. Instead, if they rest, their work gets a lot better. The writers that stick to their timelines, rather than word counts are those that turn out to be very proficient. Those that focus on the finish line, or word count, are the ones that seem to run into the most trouble.

You need to allocate a fixed amount of time and then get up when the time is up.

When you read that statement, it sounds almost like you’re letting yourself get off the hook, because a fixed time doesn’t guarantee quality. However, the reality is different. If you know you’re stuck for that hour, or in Brown’s case, seven hours, then you realise that you’re chained to your writing, no matter what.

But what if you’re a writer who lives by “words per day?”

There’s no fixed formula for writing, of that we’re all sure. However, it depends on your skill level. If you’re just starting out to blog or write, the words per day might become a bit of a deadweight. “I think you’ve set yourself up for disappointment,” says Gladwell. “If I can do a few good hours in the morning, then I’ve moved the ball, that day.”

If you’re struggling with words per day, maybe you should try the method of fitting your writing to a specific time space—not necessarily to a time of day—but to a few hours.

Whether you write in the morning or evening, or even both in the morning and evening, doesn’t matter. What matters is that you have a fixed time, and you get something down on a consistent basis within that time every single day.

Try it. You might surprise yourself.

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August 2020

Announcing: How do you create your uniqueness that stands the test of time?

📅 August 29, 2020 | View in Gmail

Biggest mistakes and how to avoid them. How to get to your uniqueness.

  Uniqueness Goodies

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Have you ever wondered what would it be like to stand out from the competition in a way that customers choose you over everyone else?

That’s what uniqueness can do to your product or service.

Yet most of us seem to know what makes our product or service better than competition.

But the customer doesn’t know.

So they go elsewhere.

Somewhere cheaper.

But they don’t come to you in the droves you’ve imagined.

Presenting: Uniqueness Goodies (Yup, FREE Goodies!)

Everyone tells you that uniqueness is important, but no one tells you how to work through the uniqueness minefield.

Until now, that is

You will get access to articles, audio and video.

Here is the sequence of what to expect in the coming weeks:

Goodie 1: Why we get our uniqueness wrong

Goodie 2: How to get to your uniqueness

Goodie 3: The importance of the mundane and the uninteresting

Goodie 4: Biggest mistakes and how to avoid them

Goodie 5: The difference between uniqueness and the other red bags

Goodie 6: Do you need to carve out a uniqueness for ‘every’ product or service?

Here is the link to get the goodies:

Uniqueness Free Goodies

https://clicks.aweber.com/y/ct/?l=KQnf2&m=InKfgST87NEtt1&b=CoyAAaGMvJ.KWo6L5R2SIA

Warm regards

Sean D’Souza

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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Announcing: How To Speed Up Article Writing (The Easy Way)

📅 August 25, 2020 | View in Gmail

Do You Often Hit A Wall Called ‘Writers Block’? Have you heard about “talker’s block”?

https://www.psychotactics.com/products/learn-how-to-speed-up-article-writing-with-simple-outlines/

Imagine you’re looking for both an improvement in the quality of your articles—and the quantity.

What would you do? You’d sit down to write, wouldn’t you?

And that is not what most professionals do. Professional writers are like great chefs. Chefs do the prep work long before they cook. And so it is with writers. If you want to ramp up your start-to-finish time significantly, this book will show you what you need to do.

It’s short; it’s sweet

And it teaches you a massively practical skill in a compressed amount of time. It’s a bit like the missing link nobody tells you about. And it enables you to write workable outlines that are clear and also will allow you to write content for articles or posts on your blog.

• In short, you get a precise structure. • No more slow, tedious writing.

An article is not an article is not an article

Understanding how to speed up your article writing is important. There are several core elements to writing. Come with me on a journey. I think you’ll like it a lot. It’s the starting point to an incredible journey.

Have a look and judge for yourself: How To Speed Up Article Writing (The Easy Way)

https://www.psychotactics.com/products/learn-how-to-speed-up-article-writing-with-simple-outlines/

Warm regards

Sean

P.S. This is what Felicia Gopaul from California has to say:

  Image

https://www.psychotactics.com/products/learn-how-to-speed-up-article-writing-with-simple-outlines/

“I couldn’t stand the thought of outlining when I first heard it.”

“I’d been writing just fine for years without an outline. I had spoken without an outline. I had developed presentations without an outline. What could Sean possibly tell me that I didn’t already know about outlining.

Earlier this week, when I was struggling with yet another presentation, I reread the book and realized that I needed to re-outline the presentation. Doing so, I recognized that some “bloat” had crept into my presentation and I was able to cut it and finish the presentation.

I’ve become an outlining fiend.

By outlining first, I know where I am going with my projects which means that I am able to finish them much more quickly than before.

I find, I have far fewer projects that don’t get completed because with outlining, I know where the projects start and end so it’s much easier to connect the dots. And finally, I have greater confidence that my project will get the positive response I want when I outline them first.

Other benefits:

I was able to outline a book I’ve been wanting to write in half an hour. I was also able to put together a 10 week course and the various sub-topics in about an hour. Both projects were ideas that I’ve been thinking about for several years.

Even better, I was able to start and complete significant parts of both projects already. And even though I can’t work on these projects everyday, with the outline I can easily pick up to where I left off.”

Felicia Gopaul

California, USA

Judge for yourself: How To Speed Up Article Writing (The Easy Way)

https://www.psychotactics.com/products/learn-how-to-speed-up-article-writing-with-simple-outlines/

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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Announcing! The End Of Writer’s Block (The Easy Way)

📅 August 22, 2020 | View in Gmail

Writer’s Block is no longer a reality. In fact the opposite is true.

Fun

https://www.psychotactics.com/products/learn-how-to-speed-up-article-writing-with-simple-outlines/

Way back in the year 2002, I had what you’d call “bad days”

Actually they were worse than bad. They were foul days. These foul days were my “article writing days”.

I’d start off cheerily enough

I’d be inspired to write an article and would begin. And then something would happen—I’m not sure what. But it would bog me down. It would frustrate me, make me mad. I didn’t want to speak to anyone. I’d write draft after draft of the article. And two days later, after much agony, I’d get an article done—if it did get done.

• Many of my articles just went into an article graveyard. • Most were half done.

Or almost finished. But never quite done. And then one day I realised what I was doing wrong. And the moment that realisation hit me, my output just exploded.

It wasn’t even a magic trick

It was something I’d known about for the longest time, but was resisting like crazy. But that was a turning point and I’ve never looked back.

Writer’s Block is no longer a reality

In fact the opposite is true.

So many articles, so little time.

So how do you get over your “Writer’s Block” forever?

Find out for yourself

https://www.psychotactics.com/article-outlining

Warm regards

Sean

P.S. This is what Helen Dillon from Scotland has to say:

https://www.psychotactics.com/products/learn-how-to-speed-up-article-writing-with-simple-outlines/

“The one big thing for me was the idea that outlining (an extra step) can actually save you time in the long run…”

Because it helps to keep you focused on what it is you are trying to get across—and not go meandering off on some other (perhaps equally useful, but tangential) topic.

Also I can now see why articles that I’ve written have worked and haven’t worked, before I couldn’t really put my finger on it.

The thing I really like about Sean’s work is that he doesn’t just tell you what to do, but goes into specifics about how to do it, in a systematic way.

That’s rare, in my experience of online courses.

Helen Dillon

Scotland

Judge for yourself:

https://www.psychotactics.com/article-outlining

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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How To Avoid Time Overruns When Making A Presentation

📅 August 18, 2020 | View in Gmail

Here are 3 elements to consider to avoid time overruns when designing your presentation.

  Psychotactics

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  How To Avoid Time Overruns

When Making A Presentation

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  (This email contains the complete article. However, you can also read or listen to it at these links: Read online

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What do you do when you’re the organiser of a workshop, and one presenter won’t stop talking?

Back in 2004, our business was still very young, and we were hosting our first ever workshop in the U.S. We’d conducted a few workshops in New Zealand, but felt the pressure of going to a completely different country, which is why we decided to have two additional presenters at our workshop.

On day three of the course, one of the speakers was heading dangerously close to the time he’d been allocated.

Standing at the end of the room, we signaled that he was running out of time. With barely eight minutes to go, I moved to the middle of the room, but he didn’t seem to slow down. With three minutes left, I was within 10 feet of him, but he didn’t seem to have any intention of wrapping up.

But did he overstep the mark?

He sure did. The slides kept coming, and I did something I’d never done before. I stepped up to him, put my hand on his shoulder and said to the audience: “Steve’s done a wonderful presentation. Please give him an applause.” It’s that action that brought his presentation to an abrupt halt. However, such an embarrassment could have been avoided if he’d timed his performance well.

But how do you time your presentation, so you never overstep the mark?

Over the years, I’ve learned a few tricks when making presentations. And an excellent presenter can avoid time overruns with design, rather than time management. Things go wrong on the day of the event. The sound system may throw a tantrum, or the presenter before you may cause a bit of disruption.

Sometimes even a well-meaning emcee may spend too much time introducing you, thus gobbling up precious time. Time management doesn’t help in these situations—design does. And most of the design depends on how you treat the last segment of your presentation—which is really where you run out of time.

Time overruns are not needed and can be avoided with a touch of planning (and a bit of on the spot juggling).

Here are the three elements to consider to avoid those time overruns when designing your next presentation.

1: Why you need to start with Part 3 of your presentation

2: Why Part 2 should have the most examples

3: Why you should avoid questions at the end

Element 1: Why you need to start with Part 3 of your presentation

Imagine being woken up from a sound sleep and being able to give a presentation.

To most people, such a scenario is unimaginable, and it was no different for me.

Giving a presentation, even a short one, was quite difficult when I was wide awake, let alone tired. To my good fortune, I ran into my friend, Eugene Moreau, who taught me how to break up a presentation into three parts.

– Huey, Duey and Louie, he’d say.

– Goldilocks and the three bears.

– Three blind mice.

– Start, middle and end.

He had me convinced, which is why three topics showed up in all my presentations

Yet, I often found myself running out of time, and it took a while to figure out why this was the case. When Eugene said break it up into three, I did what you’d do with pizza. Or cake, for that matter. I broke them into three equal slices. And that was clearly a mistake.

Instead of three equal slices, you need to split them up so that the most information lies in Part 1, less in Part 2. And yes, you guessed right, Part 3 exists just a little wedge. The reason for such a breakup of information is because you’re more than likely to introduce the big concept at the start, add a bit more in the middle, and then the audience is mentally scrambling to work out how to apply your information, which is why Part 3 needs to be as thin as possible.

Let’s take an example from the Brain Audit presentation.

When I first started in the business, I’d go around giving 30-45 minute presentations of The Brain Audit. The first part would introduce the main concepts of The Brain Audit. I’d talk about the “seven red bags” and list them out, but only cover three of them in the first part. The second part, didn’t involve any new information.

Instead, it took the three bags and showed how to use them to create a “trigger statement”. And finally, the third part would explain why there needed to be a sequence, and how breaking the sequence would cause the client to hesitate and walk away, without making a purchase.

And you can see how this helps with keeping to time, can’t you?

If each part is equally substantial, and you lose track of time or get too deep into examples, you are stuck. And you’re more likely to be in deep trouble if you’ve got a ton of slides to go. But let’s say you’ve somehow managed to take up a lot of time in Part 1, you can move quickly through Part 2, and Part 3 becomes a bit of a formality.

It closes the presentation because you don’t want to leave clients hanging. You want to get that closure in place, but keeping the third part super-light is what will help you slide through to the end, with loads of time to spare.

However, things can and will go wrong even under the best of conditions.

Which is why it’s a good idea to make sure things go hunky dory in Stage 2, long before you get to the finale of your presentation. And the best way to make Stage 2, super-robust is to load it with examples. Examples? Why? Let’s find out.

Element 2: Why Part 2 should have the most examples

If we were to look at the three parts of your presentation, they would roughly look like this.

Part one would be the introduction of the concepts. Part two would comprise of the examples. And part three would bring closure. Having examples in Part two seems logical because you’ve introduced the concept in Part 1, and examples tend to help the audience understand the idea a lot better.

However, loading the examples in Part two is crucial from the point of keeping to time as well

It’s not that you can’t have examples in the first part of the presentation. However, it’s more than likely that you’re introducing a concept in the first part. For instance, you may be introducing how to “negotiate when the client is acting arrogant”.

In such a case, you’ll need the first part of your presentation to establish what “arrogance” comprises of, and how you go about toning down the arrogance. Then, you’d move to the second part, and give examples. The examples, as you can tell, allow the audience to understand the concept a lot better. Which is why examples and/or case studies are crucial.

However, let’s say you have three examples and each one takes about 5 minutes to explain

Which means you’re going to need at least 15 minutes to cover all three. But even as you start your well-rehearsed presentation, about five minutes have been taken up by a well-meaning, but over the top, emcee. Now you have just ten minutes. If you were to put a ton of detail in the slides, it looks like you’re racing through.

But if you keep the slides to just three, then you can take a lot of time to explain the first slide, and briefly touch upon the second and third. The audience understands the concept better because of your first slide explanation, and doesn’t realise that you’re slightly skidding through the second and third.

Even if you don’t have slides, this is still an excellent system to have in place

You intended to cover three examples, but you cover just a couple and then move on to the third. Which means that no matter whether you have slides or not, you can use the examples to gain, or use time.

If you’ve somehow gotten to the second section very quickly (it may happen if you’re nervous), you manage to calm down by the middle. Explaining a case study or example usually tends to calm you down.

And that’s it—the slides act as a timekeeper, but your own internal timekeeper than no one but you knows about. Which gets us moving along to the third point to avoid overruns: don’t promise to take questions.

Element 3: Why you should avoid questions and answers

When I did my very first presentation of The Brain Audit—and probably the first one ever in New Zealand, I took questions from the audience. At which point, this real estate agent, raised his hand. I was naïve, of course, and had no idea that Eric was a bit of a minefield.

Guess what happened next?

Eric took over the show. He spoke endlessly, describing his own business. And then instead of asking the question related to what was being presented, he treated the time almost like a one-on-one consulting session. Now, it’s likely that an Eric won’t show up at your event, or on your webinar, but if he does, then you’ve got real trouble.

However, this trouble is more prevalent at an actual event rather than a webinar because a real event tends to have more inflexible time slots. If I know that I have a fixed time slot, I make sure I announce the following: I won’t be taking questions at the end of this presentation, but I will be in the hallway now, and during the breaks, when I will be more than happy to answer your questions.

And just like that you’ve bought yourself some time

If you make the mistake of taking questions at the end, you now have to factor in at least another 10 minutes—and that’s if you don’t have a disruptive person in the audience. Once you lose control of the session, it’s hard to get it back. And it takes a very seasoned speaker to be able to get the question session back on track. On a webinar, it might be easier, depending on who’s hosting the webinar.

I take questions on webinars. I seldom do at live events

I want to be selfish in a way that I get the best possible message to my audience. I want to spend every single minute that I’m on that stage, explaining, giving examples, even putting in a bit of a breather to let the audience enjoy as well as learn. Most of all, you want to respect the time given to you by the organiser.

I’ve seen presenters that violate this time by as much as 20 minutes, and it’s not fair to the organiser or the audience. If you’re going to be a professional, act like one, even if you become a celebrity. The best speakers know the rules, or at least set their rules with the organisers and then stick to them.

Announcing Goodies:

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Do you need to carve out a uniqueness for ‘every’ product or service?

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How a Lack of Energy, Not Time, Causes Writers to Stall and Crash

Read online

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Announcing: How To Make Your Product Or Service Stand Out (Among All the Noise)

📅 August 15, 2020 | View in Gmail

Biggest mistakes and how to avoid them. How to get to your uniqueness.

  Uniqueness Goodies

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Have you ever wondered what would it be like to stand out from the competition in a way that customers choose you over everyone else?

That’s what uniqueness can do to your product or service.

•    How do you do that?

•    How do you create a uniqueness that's so dramatic and powerful, that clients pick you in a flash?

Presenting: Uniqueness Goodies (Yup, FREE Goodies!)

Everyone tells you that uniqueness is important, but no one tells you how to work through the uniqueness minefield.

Until now, that is

You will get access to articles, audio and video.

Here is the sequence of what to expect in the coming weeks:

Goodie 1: Why we get our uniqueness wrong

Goodie 2: How to get to your uniqueness

Goodie 3: The importance of the mundane and the uninteresting

Goodie 4: Biggest mistakes and how to avoid them

Goodie 5: The difference between uniqueness and the other red bags

Goodie 6: Do you need to carve out a uniqueness for ‘every’ product or service?

Here is the link to get the goodies:

Uniqueness Free Goodies

https://www.psychotactics.com/home-study/uniqueness-form/

  Image Sean

https://www.psychotactics.com/home-study/uniqueness-form/

Warm regards

Sean D’Souza

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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Last day for special offer: Why Clients Buy (And Why They Don’t)

📅 August 11, 2020 | View in Gmail

The beauty of Brain Audit lies in its simplicity and the common sense approach it takes.

  There is a cartoon here.

https://www.psychotactics.com/special/brain-audit-offer/

Hi Seree

Marketing provides thousands of ways to get and keep customer’s

attention

Announcing: The Brain Audit Special Valid until 11 August 2020—(12 midnight US Eastern)

The Brain Audit is the book that gives you a system

When you buy The Brain Audit Special before 1 1 August 2020 you’ll also get “How To Identify The Right Target Audience For Your Business”.

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Judge for yourself. You won’t regret it.

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Regards,

Sean D’Souza

P.S. The Brain Audit has been around for many years and is unique because it has over 800+ testimonials.

It’s proof that The Brain Audit works, and works very well indeed.

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Here is what Raj Aiyer has to say about The Brain Audit

The Brain Audit an all-encompassing framework to audit your communication.

I would recommend The Brain Audit to anybody who has a business to run and wants to audit their communication or learn the building blocks of marketing.”

Here is what Jonathan Chan has to say about The Brain Audit

I LOVED the Brain Audit!

Firstly, I was extremely surprised on how readable it was.

It was so simple to understand! Secondly, I was even more impressed since I could immediately see where I could improve my landing page (for an upcoming product launch).

It clearly taught me how to systematically think and understand why clients really buy or not buy. There was a simple checklist to go through.

I also loved the stories at the beginning.

They helped me to remember what I needed to and why. Another was the clear explanations helping me understand why I should pay attention to customers complaints and how to use them.

I’d highly recommend the Brain Audit.

Yesterday was the best time to buy The Brain Audit; Don’t waste any more precious time and buy now.

Thank you so much Sean!

Judge for yourself. You won’t regret it.

(This offer expires on 11 August 2020)

https://www.psychotactics.com/special/brain-audit-offer/

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Announcing Special Offer : Why Customers Buy (And Why They Don’t)

📅 August 08, 2020 | View in Gmail

A system to get and keep your customer’s attention every time. You’ve seen it before You’re about to get a customer to sign on the dotted line. And then they suddenly back away. What causes them to back away? What causes a sure sale to fall apart? When a sale falls apart, it’s extremely frustrating! And what’s frustrating is the fact that you don’t know at which point the sale fell apart. What you do know is that your product or service is really good for your customer. And that you’ve done everything to get them interested and ready to buy. Announcing: The Brain Audit Special: Why Clients Buy (And Why They Don’t) Marketing provides thousands of ways to get and keep your customer’s attention But you don’t want thousands of ways: You want a simple system that’s effective. A system that has been tested right across the planet, from big markets to absolutely atom-sized markets. A system that has been tested for over 18 years and got results. A system that has over 967 testimonials. A system that has got results across all media from websites to presentations, to one-on-one selling and sales through brochures/booklets etc. And most importantly a system that you don’t have to pull up a 675-page manual to even work out. The Brain Audit is the book that gives you a system The Brain Audit is a step-by-step system that enables you to understand what’s going on in the brain of your customer. It’s a system that is based on a deep understanding of how our mind works, and why we do what do. • How the brain responds to specific psychological triggers. • How to speed up the sales process, without the need to be pushy. • How do you stop your brand from being a commodity? When you buy the The Brain Audit from 8 -11 August 2020 you’ll also get the bonus goodie ‘How To Identify The Right Target Audience For Your Business’. Special Goodie: How To Identify The Right Target Profile For Your Business This book will give you an instant understanding on: How You Can Get Target Audience Wrong How Target Profile Works Persona Vs Person and more Have a look and judge for yourself here: (This offer expires on 11 August 2020) https://www.psychotactics.com/special/brain-audit-offer/ Regards, Sean D’Souza P.S. Judge for yourself. You won’t regret it. https://www.psychotactics.com/special/brain-audit-offer/

How To Avoid Hype And Still Get Clients—The Mental Judo Lesson

📅 August 04, 2020 | View in Gmail

How does this hype play out when it comes to marketing and writing sales copy, however?

  Psychotactics

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  How To Avoid Hype And Still Get Clients

—The Mental Judo Lesson

  There is a fun cartoon here.

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  (This email contains the complete article. However, you can also read or listen to it at these links: Read online

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---------------

Hype works exceedingly well, even when the client knows they’re being duped a bit

But what if you can’t stand hype? Does that mean you roll over and play dead?

Here’s how you can avoid hype completely, if you wish to do so.

And if the hype is so great, that it can’t be ignored, you can use the hype like mental judo to turn the tables and to achieve precise results for your clients.

---------------

A photograph at the best of times is a white lie

When you compose a photo, there’s stuff to the left that’s not so great. And to the right, that might be a bit trashy. Even so, the photographer ignores the elements to the left and right and only clicks what he or she wants you to see.

In that sense, let’s just agree that we’re all the same in terms of hype. We all subscribe to telling slightly tweaked stories, take photos that make our vacations look better and somehow make our work and our lives seem a touch better than it really is.

How does this hype play out when it comes to marketing and writing sales copy, however?

For this we have to examine four main possibilities and see which one comes on top vs. which one we’d choose to have, even if it’s not as powerful.

• Possibility 1: Lots of hype + results. • Possibility 2: Lots of hype + low or no results • Possibility 3: No hype + results • Possibility 4: No hype + no results

Which two of the four is likely to potentially earn you the most money?

Without a doubt, it’s the first one and the second.

Possibility 1 and 2: When you have hype, whether you get results or not, hype wins out.

Let me tell you a story, here. I have an issue with one of my good friends. The moment you get to his site, you get a big pop up. And when I say big, I mean big. It covers the entire screen in red and invites you to get his report and subscribe to the e-mail list.

But what is the promise?

100,000 readers in 18 months

I’m not kidding.

That’s the promise. It then uses conditional language that no one cares much about. It says: 100k readers in 18 months? Yes, it’s possible. Learn how in my free guide. And then it prompts you to enter your e-mail address and download the file.

You also get the chance to swipe away the pop up, but is it hype? I most certainly think so. Do you think you’d be curious enough to fill in the form anyway? The answer is almost certainly, yes.

Which is why the pop up continues to fill the screen of every new visitor to the site. And the reason why I’d put it in the hype box (friend or no friend) is because not only is it practically impossible to get to that level in 18 months, but in fact the guide is just a sort of guide.

It doesn’t give you precise steps at all. In effect, it’s hype without the results.

There’s also hype with results

Which kind of contradicts itself, because if there are results, and precise results, it isn’t hype, right? But the language is flowery, over the top, promising and as it seems, delivering the result. By and large, this category of hype + results isn’t common.

A person or organisation that tends to get results consistently rarely has to conform to hype. However, the results might be couched in a way that you don’t understand what you’re buying into, and that’s what makes it hype.

Let’s say you join an online course and I talk about 90% completion rates

Does that sound impressive to you? Of course it does because for one you don’t see yourself in the 10%. Most of us automatically slide right into the 90% bracket even if we don’t necessarily have the record of finishing anything.

However, the hype is not overt, it’s covert and you know this because of school. Did you finish school? Sure you did. Was that a result? Yes it was. Did you end up getting a great job or having a great business because of that? Not necessarily, right?

Now the course doesn’t look so great after all, does it? It’s wonderful that an online course has such impressive completion rates, but what’s hiding in the way the language is couched?

You only realise later that finishing something and having a skill are two vastly different things

There may also be the chance that the tasks that allow you to complete the course are so simple that most people could get across without too much trouble. And that’s hype with some results—and because it’s filled with a good dose of sneaky language or behaviour, it’s just hype after all.

Possibility 3 and 4 : Which takes us to the non-hype with results or no results

The no results bit is bound to fail pretty quickly, but the one that gets the results will succeed. The question that arises at the end of such a discussion is always the same. Which one wins? And the answer that we’ll all chime back together is that hype will win.

And it will win every single time. If you were to write a headline and a sales page that promises the world, it’s more than likely that people will buy into whatever you’re selling. You may not get great reviews, or may have a high refund rate, but no one is paying attention to the back door business.

If you trumpet that you’ve earned $30 million as a results of a sales letter, no one is going to ask how much of that went into advertising, how much was paid out to affiliates, and how many returns you had to process. The $30 million is what people are all focused on, and we don’t tend to ask too many other questions.

There are reasons why hype merchants continue to thrive

The first reason is that refunds are not as frequent as you’d believe. A normal business might be considered to have an obnoxious refund rate if it hits 10%. This is because clients often blame themselves for not following through. And refunds are often conditional.

You have to do x. no of tasks and prove you’ve done it correctly to get your money back. This dissuades, even intimidates most clients, and hence the refund rate is abysmally low. But let’s assume the refund rate were to be as high as 10%, the “hypester” is still left with a mountain of cash.

Now the “hypester” has been transformed into becoming an addict

But what of us who don’t like hype and don’t ever want to be addicted? What if we abhor hype and want to run a business that’s largely free from it? Some people like my friend, may not feel there’s another way forward.

They’re tormented by the thought of being a hype merchant, but maybe, just maybe, it’s possible to put that pop up form and then turn a blind eye to the criticism. New visitors to his site can’t help their curiosity and sign up, even when they know such a dramatic turnaround in subscriber is improbable, and let’s just say it, impossible.

Where does this leave us when it comes to this discussion?

Hype is far more successful than non-hype.

If I were hyping this point, I’d say it was 1000% more powerful than non hype. But let’s just say it’s a lot better. It works and it’s up to you to decide.

In our business, we have stuck to the results we achieve and we’ve made sure those results are so transparent that anyone can benchmark them time and time again.

It’s hard work without hype

You can still earn quite a lot, but the best reward is you get to sleep better and make true friends with clients. And that to me is a much cooler reward—You have mental peace of mind.

Coming in 4 weeks: How to Make Your Product or Service Stand Out Among All the Noise

Have you ever wondered what it would be like to stand out from the competition in a way that customers choose you over everyone else?

That’s what uniqueness can do to your product or service.

• How do you do that? • How do you create a uniqueness that’s so dramatic and powerful, that clients pick you in a flash? • How do you create your uniqueness that stands the test of time?

Find out more here:

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Announcing:The 5-Part Uniqueness Series: How to Create Your Uniqueness that’s Difficult for Competition to Replicate

📅 August 01, 2020 | View in Gmail

The Uniqueness Series will immediately give you the chance to get ahead.

The 5-Part Uniqueness Series:

How to Create Your Uniqueness that’s Difficult for Competition to Replicate

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Finding or creating a uniqueness for your business is hard enough all by itself.

But how can your small business create a stunning uniqueness as well as defend it mightily from your competition?

The 5-Part Uniqueness Series will immediately give you the chance to get ahead of your competition, especially in a noisy marketplace.

Find out:

• How to occupies a permanent part of your client’s brain in three steps • How to get every client to echo your uniqueness over and over again • How to make your uniqueness come to life • What is the root of all uniqueness trouble • Do you really need a uniqueness for every business product and service?

Here are the links to get started on your uniqueness, right away:

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Warm regards

Sean

P.S. If you enjoyed the series, do share it with your friends.

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You can cut and paste the entire five links above. Or send them to one link:

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July 2020

How To Structure Your Information Product Giveaway (With Passion)

📅 July 28, 2020 | View in Gmail

Do it with passion, but also with structure and you’ll get rewards.

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  How To Structure Your Information Product Giveaway (With Passion)

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  This email contains the complete article. However, you can also

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http://www.psychotactics.com/giveaways-increase-sales/#structure .

Have you walked into a store where some of the goods are locked up and not accessible to customers?

Many years ago, we used to do workshops in Campbell, California—primarily it’s because that’s where Renuka’s sister used to live. And while we were in the U.S. it was always a good idea to do some shopping.

On one of the shopping trips, I wanted to buy a rainproof jacket. Not just any old jacket, but something that would keep me super dry on days when it was super-wet. The logical choice for this outdoor gear was REI, the outdoor gear store. And guess where my prized rain jacket was to be found?

Yes, you probably guessed correctly

It was in a glass case, which happened to be locked. The brand I was looking for, Arcteryx, had a high price tag and there it was, sitting where it could be seen, but not touched. And that’s approximately how you need to treat your own big value giveaways. It needs to have a barrier between you and the client, wherever possible and there’s a good reason why.

The reason? It’s easier to sell something expensive than to give it away free of charge

Think about it for a second. Let’s say someone drove up to your house, knocked on your door and gave you the keys to a brand new car. What’s your reaction? You should be jumping for joy, but this person who just gave you the car is a stranger.

There’s absolutely no reason to trust his generosity. Instead of dancing around the room, you’re trying to shut the door in his face, aren’t you? Without setting up the barrier and anticipation, even a big give-away will fall flat on its face.

At Psychotactics we go through a routine as though we’re selling a high-value product

Yes, the product is still free, but that doesn’t mean you don’t put up the barriers. When we give away a high-value product, we make the client go through a series of actions. This might involve going on a waiting list, then spreading out the sequence of e-mails so that the product is delivered in stages.

And for some giveaways, we’ve even got members to pitch in and help out with the work. In short, you shouldn’t just dole out your high-value product and should take all the care and effort to treat it like a high-end product.

It means a lot of work on your part. Lists to set up, e-mails to write—yup, no one said this would be easy. But when you go through the trouble of running a campaign for a “free” product, the client is in a better position to perceive the value.

What you also need to know is that low-value products can have the same intensity of drama

Just because it’s not a high-end info-product, doesn’t mean you can’t roll it out to the sound of drums and bugles.

Let’s say I were writing a small report on “how to write perfect headlines every time”, there are two options.

• You could get the report right away, without any fuss, • You could sign up in anticipation for the information when it is finally released.

Which isn’t to say that all small value giveaways need to have pomp. Some of them can just be given away, just as you’d do with a YouTube video or an article.

Even so, most of the items on our site have barriers

To get to a specific type of audio or video or report, you have to sign up. This, in turn, enables us to send more goodies to the client or to inform them about related products or services.

If you can’t get in touch with a client or can’t remind them to buy something, there’s a likelihood your info-products will sell, but having those contact details and the permission enables you to keep in touch on a fairly constant basis.

Finally, it’s the strength of your info-product that really matters

Many clients will use different e-mail addresses and may not see the follow-up e-mails you send. Which is why your info-product itself, whether big or small, has to deliver the goods.

It’s not always sales, sales and more sales that matter. In many, if not most cases, generosity matters to an even greater extent.

Be generous, and kind, and you’ll find that clients are very responsive as well.

Oh and be selective in your giving

We give away products from time to time, not all the time. Once or twice a year, or even longer is a good strategy for a large product.

For smaller products, it’s going to depend on the type of info-product. I’ll give away a report at the end of a podcast or maybe something embedded in the middle of an article or right at the end of the article.

In short, even when we’re giving away something, we’re making sure clients invest in reading, watching or listening before finding the treasure.

Giving is a good feeling

Do it with passion, but also with structure and you’ll get rewards.

Best of all, it will lower risk and increase info-product sales. It’s a really warm and fuzzy way to run a business, isn’t it?

Announcing: How To Create An Effective Info Product

A Step-By-Step Method to Create Info-Products that Clients Find Irresistible

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Announcing: How To Start Up Online (Without Going Around In Circles)

📅 July 24, 2020 | View in Gmail

When we start out in business, we seek a good life where we wake up excited to go to work.

  Fun Image here

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In the 1960s, when my father started up his business, he had only one way to get the word out.

And so he did what most people did back then

He advertised. With his limited budget, he put in tiny classified ads in the newspaper. Or at other times, he’d hand out leaflets to passers by. He didn’t have what we have today, which is a range of media. No YouTube, Instagram, Medium, Facebook, Google ads—not even plain old e-mail.

There was, you could say, nothing to distract him.

We, on the other hand, aren’t sure which way to turn. Like kids in a candy shop, we can’t make a decision, so swamped are we with choices. You’d think that such a bounty of choices would make us delirious with joy. Instead, it confuses us, driving us around in circles.

We know we want to start up, but don’t know how.

Or where. Or when. We aren’t sure if we have the right idea, either. What if we go down the path of creating some product or service, and find out that no one wants it? What if we spend all the last resources of our precious time, only to find we’re going down a blind alley?

My father had no such “choice problems”

Even though he was the first person in his family to get into business, he did just fine. He sent the three of us to the best possible schools, even though the fees at our schools were ten times higher than the nearby local schools. We ate well, drank well and lived well.

When we start out in business, that’s approximately our goal as well

The true goal isn’t world-domination. Most of us have no desire to have a fleet of cars, or yachts the size of Monaco. What we seek instead, is a good life. A life where we wake up excited to go to work each day. Where we have time to spend with our families, time to read, time to just be.

Even so, starting up seems so very confusing

Which is why you’re likely to find this series on “How to Startup Online” to be extremely useful. It’s not a series on which blog to pick, or how many articles to write.

You don’t get advice on how to be a star on Instagram or how to tweak your Wordpress site.

Instead of creating even more confusion and choice-dilemmas, the series sticks to five core points.

Idea Generation
How to Scale
Creating Expertise
Getting Unstuck
The Ecosystem Strategy

If you’ve been bombarded with an endless amount of information that has left you even more stuck than before, you’ll like the clarity of this series.

The series has precise points to consider, and is designed to get you going, and keep you going. These concepts are the very same methods we’ve used at Psychotactics for the past 20 years. Which means that they’ve been tried and tested, and tried and tested, and yes, tried and tested. And they work magnificently well.

But of course, you can judge that for yourself.

On Saturday, 25th July, we’re releasing a small batch of this series. Yes, like most of our products, we’re selling a very limited number of 53 copies. If you’d like to be on the priority list—or just want to read more about what is being covered, then clickety-click on the link below.

How to start up online

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JR9nDqxLBNEtt1&b=s8PeL75QvcTM28q0WEGBDA

I think you’ll be quite pleased.

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Warm regards,

Sean

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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New Product: How To Start Up Online (Without Going Around In Circles)

📅 July 21, 2020 | View in Gmail

When we start out in business, we seek a good life where we wake up excited to go to work.

  Fun Image here

https://clicks.aweber.com/y/ct/?l=KQnf2&m=Jt6KZu5QBNEtt1&b=DdCA_wy6hBoW_PP4swLuJg

In the 1960s, when my father started up his business, he had only one way to get the word out.

And so he did what most people did back then

There was, you could say, nothing to distract him.

We know we want to start up, but don’t know how.

My father had no such “choice problems”

When we start out in business, that’s approximately our goal as well

Even so, starting up seems so very confusing

Which is why you’re likely to find this series on “How to Startup Online” to be extremely useful. It’s not a series on which blog to pick, or how many articles to write.

You don’t get advice on how to be a star on Instagram or how to tweak your Wordpress site.

Instead of creating even more confusion and choice-dilemmas, the series sticks to five core points.

Idea Generation
How to Scale
Creating Expertise
Getting Unstuck
The Ecosystem Strategy

If you’ve been bombarded with an endless amount of information that has left you even more stuck than before, you’ll like the clarity of this series.

But of course, you can judge that for yourself.

How to start up online

https://clicks.aweber.com/y/ct/?l=KQnf2&m=Jt6KZu5QBNEtt1&b=DdCA_wy6hBoW_PP4swLuJg

I think you’ll be quite pleased.

  Image

https://clicks.aweber.com/y/ct/?l=KQnf2&m=Jt6KZu5QBNEtt1&b=dXIKlb4JQxAACPQPqvUDQA

Warm regards,

Sean

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

To unsubscribe or change subscriber options, visit: https://www.aweber.com/z/r/?TExsbIwstKxszJzMzKxMtEa0LOwMLCzMbIw=

Announcing: Why Some Books Stand Out (While Others Fail Miserably)

📅 July 18, 2020 | View in Gmail

How To Create Non-Confusing InfoProducts—The Stop-Go System

https://www.psychotactics.com/general/information-products-live-workshop-form/

Why would anyone want to write a book?

Book writing is a pain from start to finish. You have to think about the outline, collate the information and then somehow make it all seem very informative and entertaining. The last thing anyone would want to do is to write a book.

And yet, we know the power of the book because we read books

We know what happens when we read a book that changes the way we think or do something. We seek out that author, we buy more books. If they have courses or training, we want to join in. And we too want to be like that author. We too want people to earn our living doing the stuff we enjoy.

It’s just this writing process that’s a real pain

I know this to be true because I was pretty much a nobody in a nowhere land. When I moved to New Zealand from India, I didn’t know anyone here. I was also not known for marketing, and if I had any references or testimonials, it was solely for cartooning. If it seemed like the odds were stacked against us, well, they were.

I didn’t realise it back then but The Brain Audit became a doorway

It started out as a tiny booklet (padded with a lot of cartoons). It was through this booklet that people came to our even tinier workshops. This book was key to us starting up 5000bc (our membership site). The book got us a few speaking engagements, then connections to the world outside.

But aren’t there already millions of books on the same topic?

Yes there are, and there were—even back when we started. There have always been more books than you could read. Even in the noisiest marketplace, there will always be books that will stand out because they’re easier to read and remember.

And how does a book become easy to read and remember? You do it with:

• Structure • Stories • Summaries

You might not realise, for instance, that summaries rock.

That summaries show up not just at the end of a book, but in a ton of different places. You may think of stories as just a story, but in fact stories, analogies, examples and case-studies are what makes one book great and the other just ho-hum.

And structure.

Without structure it’s easy to get hopelessly lost.

You can spend months going around in circles trying to figure out which part to keep, which part to drop.

And this is why amazing books are hard to find

Outstanding books are hard to write because we’ve never been taught that writing is less about the word, and more about the structure. It’s less about the decoration of the cake, and instead the way the cake needs to be structured so it doesn’t topple over.

• Learn how to structure. • Learn how to craft stories in a compelling way. • Learn the immense power of summaries.

Did you collect your free goodies? Did you read the piece on the “One Concept”?

That’s your starting point to creating a far more effective info-products.

Goodie 1: How To Make The Information You Sell More Valuable

Goodie 2: Three Ways To Write A Stunning Report Overnight

Goodie 3: Product Sequencing: How to guide a customer along a clear purchasing path

Click here to get your goodies:

(You will be asked to opt-in)

Free Information Products Goodies

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                Information Products Free Goodies

https://www.psychotactics.com/general/information-products-live-workshop-form/

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Warm regards

Sean

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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Mindset Vs Skillset: Which One Slows You Down?

📅 July 11, 2020 | View in Gmail

When you are starting up in business what is more important the mindset or the skillset?

Mindset Vs Skillset: Which One Slows You Down?

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JJJygSUfcNEtt1&b=ZJbeL6cdp1rFBVAlpVi.fQ

When you are starting up in business what is more important the mindset or the skillset?

We’ve been told time and time again that our mindset need to change in order to change our skillset. But what if it’s the other way around? Why are we still stuck despite making a change to our mindset?

And are we fighting just a solitary mindset without realising there are multiple levels? Let’s go past what’s holding us back in this episode of mindset vs skillset.

Listen to this podcast here

Read

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Two ‘heartwarming’ podcasts

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JJJygSUfcNEtt1&b=6BNqbRO4zQWUNH8DrS3Kaw

Lockdown Gratitude From New Zealand

• It feels difficult to feel any gratitude when you’re cooped up.

Yet, these weeks in relative isolation have also brought unexpected joy. This is a small insight into how it has changed our personal live and even the structure of our online courses.

Listen or read this episode here.

Read online

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https://clicks.aweber.com/y/ct/?l=KQnf2&m=JJJygSUfcNEtt1&b=ifmBhM4LS3UtQYUJkTzhvA

Three Heartwarming Travel Stories Just For You (About India)

Travel can be good, bad or even ugly. But in our travels through India in Feb 2020, we ran into a sense of warmth that needs to be shared. Get yourself a coffee or tea as you settle in for some really heartwarming travel stories.

Read

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https://clicks.aweber.com/y/ct/?l=KQnf2&m=JJJygSUfcNEtt1&b=.REpX6WY6EoiJN7Gr7OTwg | Spotify

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https://clicks.aweber.com/y/ct/?l=KQnf2&m=JJJygSUfcNEtt1&b=h6TQaVZYsfmBRHjUUahWdg

Warm regards

Sean

P.S. If you enjoyed this episode do share it with your friends.

You can post the links in your WhatsApp Group, Facebook Groups, LinkedIn or even send an email.

You can cut and past this:

Mindset Vs Skillset: Which One Slows You Down?

Read

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https://clicks.aweber.com/y/ct/?l=KQnf2&m=JJJygSUfcNEtt1&b=XJ.MXzHO8M8TStmDEMvO7Q | Spotify

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Back To The Future: Why The 2020 Strategy Is A Lot Like 2000

📅 July 07, 2020 | View in Gmail

Such a world doesn’t exist any more, and that’s what our logic tells us.

  Psychotactics

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  Back To The Future:

Why The 2020 Strategy Is A Lot Like 2000

  Fun Cartoon here

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  (This email contains the complete article. However, you can also read or listen to it at these links: Read online

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https://clicks.aweber.com/y/ct/?l=KQnf2&m=J1BLNAI7gNEtt1&b=19GTfdhorFS1tySuP0LFcQ | Spotify

https://clicks.aweber.com/y/ct/?l=KQnf2&m=J1BLNAI7gNEtt1&b=V.bzJfUWrz.B92KKkeb9Jw |).

Remember when Google started? Or Amazon?

At Psychotactics we started a few years after these giants. It’s perfectly normal to assume that we got in at exactly the right time. But you and I know there’s no right time, and that opportunities are always presenting themselves.

Which is why when clients ask: What would you do if you were starting today—my answer is remarkably similar.

Find out why the strategy of 2020 is not that different from 2000.

-------------------

When I started my marketing business in the year 2000, you had to explain to a lot of people what a website was all about. Email was almost a 50/50 split between people who had it and those who had no idea at all. Into such a world a single article would bring a gusher of as many as 50-100 subscribers.

Such a world doesn’t exist any more, and that’s what our logic tells us

Logic is based on analogy. Which is to say that we look around and see what’s happening around us. We see that most people are doing things in a certain way and not getting very far.

It makes sense, in such a scenario to be slightly illogical and simultaneously improve your skills and revenue in the process. And that’s why when asked to answer this question: what would you do if you started today?

I take a dollop of logic and mix it with something that makes no sense at all. In doing so, it all seems very logical indeed.

Let’s start, shall we?

Create content at a blinding speed

It’s a world that’s been complaining about an overwhelming amount of content. What’s the logical way to deal with such a situation? Turn up the volume. Turn it right up and create content every day for the next 30 days at the very least.

And if the thought of having to put out content every single day scares you, it should. But you will become far better in thirty days than you can imagine, which is already an upside.

One of the big reasons why you need to go at it is because it’s already noisy. If I were starting up today, I’d want my music to be the loudest. And the most consistent. When everyone stopped at midnight, I’d want to go until 7 am.

And this may sound slightly ridiculous to the logical mind, but it’s precisely what is going to make you far superior in quality and quantity than you are right now.

Will this bring you, clients, right away?

Most likely not. But in time, and as you get better and faster, someone will notice. And you’ll also see the folly of just creating stuff. You’ll look for opportunities. Your brain will be on fire as you see all of this content not going anywhere.

That’s when you’ll wake up and do something. If I were starting up, that’s where I’d go. I’d create a huge volume of content, and shovel it through the door at a blinding pace.

Sounds illogical? Ok, let’s bring in a bit of logic too and be consistent.

Consistency with a theme

If I were starting a restaurant, for example, I wouldn’t just start another Indian restaurant. I’d call it “No Butter Chicken”. Incidentally butter chicken is the most popular dish in Indian restaurants.

That seems pretty crazy, doesn’t it? Or if I were to start up a cafe, I wouldn’t start up just another cafe. Instead, I’d start with something called “Coffee Snob”. The coffee would cost 10% more than any other place, but there’d be no wishy-washy stuff.

And you don’t have to be so in your face to get a theme going

On Medium.com, no one knows me at all. I seem to have some followers, but probably some cat writing articles has more than me. Even so, a theme would help me—and yes, you—focus. A theme like “Reframe”.

Which means that instead of simply solving marketing and business problems with the usual mindset, we’d turn things around. It wouldn’t be a massive overhaul, but just a different way of looking at the same thing.

Having this kind of consistency is a form of branding, if not branding itself. In a world of boring, yada yada stuff, you get attention. And then, once you’ve churned out a ton of content and stuck it in a solid theme, you go into illogical land again.

Cut back once you’ve done enough

You’ve done a lot, and it might be sensible to keep going. No, not really. Even if you’re brimming with great ideas, it’s time to cut back. For all of those who keep going, there is only the promise of burnout and frustration.

You won’t see that on YouTube, or in their writing, and neither will you see it in their books. You’re never likely to hear about it at all because everyone is so busy glorifying either how much they work, or how much they want to have a ridiculous four-hour workweek.

Both ideas are plainly ridiculous

No one I know—except those in a retirement home—work so little. I do know people who work way too much. And if you’ve managed to get enough content going, you should be able to put out the content at a decent enough pace without burning through the sky like a meteor.

Having a decent amount of content enables people to find you but then go through your back catalogue.

People find a good comedian on YouTube, and they watch all the comedy that person can deliver. You find a great author, and you can’t get enough of her books. You attend an outstanding course, and you want to do more courses with that person.

But you, as the author, creator, course-person in charge need to ease back. Put out content and make sure that work gets seen but don’t fry yourself in the process.

If I were starting up again, that’s what I’d do.

• Which is also what I currently do. We pour out huge amounts of content and have continued to do so, non-stop since 2002. We’ve added to it in terms of podcasts and other media.

• We haven’t done it all together, because that would be idiotic. We’ve also worked with a theme. And we continue to refine the themes as we go along. The courses we first conducted were good, but we made it better by adhering to “not just information, skill instead”.

• And finally, we do something and cut back like crazy. Running a business is not about world domination and fame. It’s about having more control over your life. Let the crazy ones go to bed at 3 am and wake up at 5.

You don’t have to do the same at all

We started our business and decided we wanted time off. It took a few years before we even came up with the idea, but once we did, we worked out what was needed, and we started to take three months off every year.

All of which seems impossible and illogical. But it can be done. If you are starting today, go a little nuts. Scare yourself instead of being right in that comfort zone.

Shock yourself and watch how you can look back in awe at what you’ve achieved.

Coming Up in August : Information Products: Self Study Course

How to create knockout information products that instantly separate you from the competition, and enable you to charge a higher price.

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  Product Offers: Links you should visit

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  Top-Selling Products Under $50

The Brain Audit : eBook |Audio | Workshop | Signed Copy |

How to market in a way that is respectful to your customers, yet powerfully compelling.

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The seven red bags sequence of marketing

https://clicks.aweber.com/y/ct/?l=KQnf2&m=J1BLNAI7gNEtt1&b=9TD5LwswzVcyAM7XCwiQnw .

Chaos Planning

Why Most Planning Fails (The Critical Importance Of Chaos In Planning)

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DartBoard Pricing

Is it possible to raise prices and still keep customers? And how do you keep those prices going up, up and away—and still keep customers coming back?

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Two binge-worthy podcasts on ‘Information Product’

How To Sell Your Product (The Power Of Being Specific)

Read online

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How Giveaways Increase Sales of Information Products

Yes, you can read or listen to the article online

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Announcing: How to Get $75 Worth of Info-Products Goodies (Absolutely Free!)

📅 July 04, 2020 | View in Gmail

Why a crappy name will bury your book or InfoProduct

https://clicks.aweber.com/y/ct/?l=KQnf2&m=JIaMRtzsMNEtt1&b=Qfloiso8Vl7rpPVQcrKURA

I don’t know if you’ve read a watercolour instruction book before.

But no matter which book you read, the instructor will tell you one thing: You need to understand ‘values’. Without ‘values’ in your painting, you will never create a watercolour that is dramatic.

And then you open the book, and guess what? One page. One measly page.

One measly page among about 150 pages of the book has been devoted to ‘values’.

What just happened?

The instructor told you what was important, and then failed to drive home that importance in greater detail.

Why?

Because there’s so much to teach that they feel a need to rush from one thing to the next; one concept to the next.

And it’s approximately what we tend to do when creating an info-product.

We are in such a hurry to create this massive info-product, that we fail to understand the importance of “One Concept”. Without a single concept, an info-product can ramble mindlessly. This causes you to struggle when putting the information together, but it also causes reader fatigue.

Read this piece on the “One Concept” as well as five other pieces.

That’s your starting point to creating a far more effective info-product.

You will also learn about:

• Why A Crappy Name Will Bury Your Book or InfoProduct • How Your Product Can Create A Niche In Your Marketplace • How To Create Non-Confusing InfoProducts—The Stop-Go System • Why A Unifying Theme For A Product Helps Sell Your Product A Lot Quicker • Why Cannibalising Your InfoProducts Is A Sound Business Strategy

Click here to get this goodie.

(You will be asked to opt-in)

                Information Products Free Goodies

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Warm regards

Sean

P.S. Also look out for two more free goodies in the coming weeks.

Goodie 2: Three Ways To Write A Stunning Report Overnight

Goodie 3: Product Sequencing: How to guide a customer along a clear purchasing path.

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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June 2020

Announcing: Why most Panning Fails (The Critical Importance of Chaos in Planning)

📅 June 30, 2020 | View in Gmail

I didn’t think that a Chaos Planning System would apply to me. I’m always well organize.

  There is a cartoon here

https://www.psychotactics.com/products/chaos-planning-forget-business-planning-and-goal-setting-start-with-chaos-planning/

So year after year you sit down and create a list of things you want to achieve.

Then suddenly it’s June 2020, and you’ve not really moved ahead as you’d expected. And hey, this phenomenon isn’t new. It’s not like you’re not trying to achieve stuff, but something always seems to derail your goals.

And what’s worse is that you’ve read all the books on planning as well.

But they haven’t helped either. There’s a reason why they haven’t helped. It’s because those books were written by highly organised people. What you need is for someone disorganised to write a book. A book based on chaos. And how chaos is critical to starting out your plan.

Aha…here’s a 35 Page Report: The Chaos Planning System

That will help you move ahead. So have a look at this product and judge the value for yourself.

https://www.psychotactics.com/chaos-planning

Warm regards,

Sean

P.S. You also get the book—Pronto Learning: Insiders Tips To Speed Up Your Learning

https://www.psychotactics.com/chaos-planning

Here is what clients say

“When I found out about the Chaos planning book, I thought it’d be another tactical productivity system that you learn, implement, try and forget because it’s too complex.”

I’ve decided to give it a shot because my view of the whole work/life balance approach resonates with Sean’s.

Well, yes I implemented what I learned right as I’ve finished reading but the beauty of this way of thinking is that it’s not another tactic, it’s a system. A system is something that you can incorporate into your routine and take advantage of without even realizing you added another tool.

I suggest you get it especially if you feel you are done with tactics and appreciate the benefits of a solid process based on working principles.

Christopher Silvestri, UK

“Since putting Chaos Planning into place my stress levels have gone way down. It’s a beautiful thing!”

“Taking the time to legitimately mark off 3-4 hours for chaos each working day has made all the difference. In the past, just like you described, I stacked up my days with back-to-back everything — totally unrealistic.

I would recommend this product—It was an easy read and an easy implementation, and since putting it into place my stress levels have gone way down. It’s a beautiful thing!”

Dan Wagner, USA

Judge for yourself

https://www.psychotactics.com/chaos-planning

“I thought that I already knew enough about planning, and I thought that maybe planning just wasn’t an effective strategy for me.”

The value in Chaos Planning—is in the planning process and not the plan itself. I have a better idea of what I ought to get done first. And so I do what ought to be done faster and with less pressure.

I would recommend the product to anyone who would like more time. By using the Chaos Planning system, you end up with more time since you get the important stuff done faster and with more focus.

Aman Sandhu, Canada

“For me it’s all about the chaos hours and chaos day. It’s just realistic.”

It’s meant that I now force my to-dos into a tight planned schedule and let the chaos reign when it reigns. Chaos is a beast that can’t be beaten, just tranquilised with a dart for a few hours a day and then let out of the cage for a few hours a day.

Simon Lamey, UK

Judge for yourself

https://www.psychotactics.com/chaos-planning

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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Announcing: Why Most Planning Fails (The Critical Importance of Chaos in Planning)

📅 June 27, 2020 | View in Gmail

Since putting Chaos Planning into place my stress levels have gone way down.

https://www.psychotactics.com/products/chaos-planning-forget-business-planning-and-goal-setting-start-with-chaos-planning/

So year after year you sit down and create a list of things you want to achieve.

Then suddenly it’s January 2019, and you’ve not really moved ahead as you’d expected. And hey, this phenomenon isn’t new. It’s not like you’re not trying to achieve stuff, but something always seems to derail your goals.

And what’s worse is that you’ve read all the books on planning as well.

Aha…here’s a 35 Page Report: The Chaos Planning System

That will help you move ahead. So have a look at this product and judge the value for yourself.

https://www.psychotactics.com/chaos-planning

Warm regards,

Sean

P.S. You also get the book—Pronto Learning: Insiders Tips To Speed Up Your Learning

https://www.psychotactics.com/chaos-planning

“Since putting Chaos Planning into place my stress levels have gone way down. It’s a beautiful thing!”

I would recommend this product—It was an easy read and an easy implementation, and since putting it into place my stress levels have gone way down. It’s a beautiful thing!”

Dan Wagner, USA Judge for yourself

https://www.psychotactics.com/chaos-planning

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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How To Create Intensely Catchy Book Names (Without too much of a Struggle)

📅 June 23, 2020 | View in Gmail

Let’s go on a treasure hunt and find out how to get an enticing book title in no time.

How to Create Intensely Catchy Book Names

(Without too much of a Struggle)

  How To Create Intensely Catchy Book Names

https://www.psychotactics.com/create-book-names/

Naming a book or info-product is often a royal pain in the neck.

And that’s because most of us tend to sit down at our desk hoping for inspiration to strike. The weird bit is that inspiration is often in some other place altogether.

It’s right in front of your nose, but often you may not see it.

Let’s go on a treasure hunt and find out how to get an enticing book title in next to no time.

Read online

https://www.psychotactics.com/create-book-names/ | iTunes

https://podcasts.apple.com/us/podcast/how-to-create-intensely-catchy-book-names-without-too/id946996410?i=1000441545867 | Android

https://www.stitcher.com/podcast/seanpsychotacticscom/e/61926108?autoplay=true | Spotify

https://open.spotify.com/episode/2uzxNXAV9y6jn83kJyk5S2 |

Two podcasts on ‘how to sell your products’

(yes there are transcripts too)

Why A Hundred Year Old Marketing Book Matters More Today (Than Ever Before)

Read online

https://www.psychotactics.com/scientific-advertising-review/ | iTunes

https://podcasts.apple.com/us/podcast/scientific-advertising-part-1-why-hundred-year-old/id946996410?i=1000470455082 | Android

https://www.stitcher.com/podcast/seanpsychotacticscom/e/68570609 | Spotify

https://open.spotify.com/episode/29Jhs625Fnqs0KmpIoiLmY |

How To Sell Your Product (The Power Of Being Specific)

Read online

https://www.psychotactics.com/being-specific/ | iTunes

https://podcasts.apple.com/us/podcast/scientific-advertising-part-2-why-hundred-year-old/id946996410?i=1000471144343 | Android

https://www.stitcher.com/podcast/sean-dsouza/seanpsychotacticscom/e/68745033 | Spotify

https://open.spotify.com/episode/333UO0s609Z1jruqloPMGv?si=myv9vdplTAWI-VPueXExeg |

  Tell your friends about the podcast

https://www.psychotactics.com/general/will-tell-friend-podcast/

Warm regards,

Sean

P.S. Enjoy the episode and do share it with your friends.

You can post the links in your WhatsApp Group, Facebook Groups, LinkedIn or even send an email. Could you email me when you do?

sean@psychotactics.com I would love to thank you.

Here are the links:

How To Create Intensely Catchy Book Names (Without too much of a Struggle)

Read online

https://www.psychotactics.com/create-book-names/ | iTunes

https://podcasts.apple.com/us/podcast/how-to-create-intensely-catchy-book-names-without-too/id946996410?i=1000441545867 | Android

https://www.stitcher.com/podcast/seanpsychotacticscom/e/61926108?autoplay=true | Spotify

https://open.spotify.com/episode/2uzxNXAV9y6jn83kJyk5S2 |

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3 Ways To Rapidly Transition From Task To Task (And Avoid Getting Distracted In The Switchover)

📅 June 20, 2020 | View in Gmail

How do you avoid the in between distraction so that you get tasks done and cross off?

3 Ways To Rapidly Transition From Task To Task (And Avoid Getting Distracted In The Switchover)

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IgRUqbHTQNEtt1&b=j2UYNDyMy551K7boXXqXJQ

When are you and I the most distracted?

Often, it’s right after you’ve finished one task and on your way to start another. You’ve planned your day well, but you lose your momentum and before you know it, you’re in a big doom loop.

How do you avoid this in between distraction so that you get tasks done and cross off all those boxes on the to-do list? Let’s find out.

Read online

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IgRUqbHTQNEtt1&b=j2UYNDyMy551K7boXXqXJQ | iTunes

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IgRUqbHTQNEtt1&b=BPmw5Ar6Hg_fa9Oj6Rt11Q | Android

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IgRUqbHTQNEtt1&b=bwR.brIeLGiekqUZhp6WUQ | Spotify

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IgRUqbHTQNEtt1&b=lstTCBz9dJ_KC0K6g.EG_w |

Two binge-worthy podcasts on ‘Energy’

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IgRUqbHTQNEtt1&b=ky4ab2mhE25_7_ylVPcyTA

Mindset Vs Skillset: Which One Slows You Down?

• When you are starting up in business what is more important the mindset or the skillset? Let’s find out what is holding us back.

Read

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IgRUqbHTQNEtt1&b=ky4ab2mhE25_7_ylVPcyTA | iTunes

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IgRUqbHTQNEtt1&b=EFtynXJn4jLtHAgMDxYeUA | Android

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IgRUqbHTQNEtt1&b=UfjJN6ihA7qdcglrogvlpg | Spotify

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IgRUqbHTQNEtt1&b=Hb3VxRzLSWVb3WhfvgCeow

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IgRUqbHTQNEtt1&b=Esni5aGBFYrlYKPOqUHwxg

The Optimists Or The Pessimists—Who Survives When Chaos Is Rampant?

Are optimists more successful than pessimists? What sort of entrepreneur do well in business?

Read

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IgRUqbHTQNEtt1&b=Esni5aGBFYrlYKPOqUHwxg | iTunes

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IgRUqbHTQNEtt1&b=YEROk_cLzG.Zj8y4dPrLKQ | Android

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IgRUqbHTQNEtt1&b=4ARthZUpNeo93kI5unhgvA | Spotify

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IgRUqbHTQNEtt1&b=4RbJRRAXDFaLLKyinHaX9A

Warm regards

Sean

P.S. If you enjoyed this episode do share it with your friends.

You can post the links in your WhatsApp Group, Facebook Groups, LinkedIn or even send an email.

You can cut and past this:

3 Ways To Rapidly Transition From Task To Task (And Avoid Getting Distracted In The Switchover)

Read online

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https://clicks.aweber.com/y/ct/?l=KQnf2&m=IgRUqbHTQNEtt1&b=BPmw5Ar6Hg_fa9Oj6Rt11Q | Android

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IgRUqbHTQNEtt1&b=bwR.brIeLGiekqUZhp6WUQ | Spotify

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The Impostor vs The Beginner Syndrome (And Why They’re not the Same)

📅 June 16, 2020 | View in Gmail

There’s only one way out of this mess. To get out there and share you knowledge.

Psychotactics

The Impostor vs The Beginner Syndrome

(And Why They’re not the Same)

Load the images to see the cartoon. It works!

(This email contains the complete article. However, you can also read or listen to it at these links: Read online | iTunes | Android | Spotify |).

Do you feel like an imposter?

Almost all of us feel like impostors from time to time. And we even have an official sounding name for it. But the impostor syndrome is an unfair burden to carry. What if we’re just beginners? And what do real impostors look like anyway?

My father ran a secretarial college. And one of his students was a conman.

Back in Mumbai, where I grew up, the majority of secretaries were women and Catholic. Steve, the conman, was from another religion. Like most conmen, he had different aliases, and when he joined my father’s college, he wasn’t Steve. Instead, he called himself Sadashiv.

As we learned later, this conman was very thorough. He would go through a complete transformation where he’d fall in love with a girl, then convert to her religion. And even change his name to a more suitable “Catholic name”. They’d then get married, start up a joint bank account and all would be well for about a year.

One day his new wife and her family would wake up to find “Steve” had disappeared

During that first year of marriage, Steve would create an enormous level of trust, and then once he had his plan in order, he’d decamp with money, jewellery and all sorts of valuables. The only reason my father found out his modus operandi was because he called my father from jail, saying that he’d been framed.

When my father went to post bail, he was informed that Steve or Sadashiv had many aliases. He always used the letter S, when coming up with names. And he’d been in jail many times before. The story was always the same. He was an impostor and certainly no beginner.

You and I are clearly beginners, not impostors

An impostor’s sole goal is to be what they’re not. They hide behind a mask, and their strategy is based on deceit and dishonesty. Most of us feel like we’re impostors, but instead, we’re just beginners. The dilemma we face is that even though we’re at the very start of our journey, we feel motivated to pass on our knowledge to others.

If you’re in business, you might consider conducting a course, a workshop, writing a book or consulting with a client. Even so, we feel as though we’re doing something wrong, something fraudulent. Which is where the term “impostor syndrome” seems to pop right up.

It’s a feeling, not a reality, and it seems almost trivial to haggle over whether we should consider ourselves an impostor or a beginner. Think of the beginners in your life. A couple who’ve had their first child: are they impostors or beginners?

A ten-year-old guiding a five-year-old; a stranger who sees you lost in the city and steps up to help. All of these people would shun the label of an impostor, yet how is it different?

When I first moved to Auckland, I got a job in a web design company

The reason I got the job was because I’d told the owner that I knew how to create animation in Adobe Flash. Back in the year 2000, Flash was the whiz-bang software that a lot of web design companies were using on their client’s websites. I’d studied Flash for a few months before I’d made my move to New Zealand.

I was also a cartoonist and had done a bit of animation. But was I a fraud? Was I misrepresenting myself when I presented that side of me on my resume? And what does that say about every job we’ve ever held. Even if you got a job at some fast-food joint, would that make you a fraud or just someone who was learning the ropes?

Most of us are just beginners afraid of the backlash

Let’s say you’ve only just started podcasting, but you’ve struggled for a while to get things right. You could start up a YouTube channel talking about the facets of podcasting, but you and I are afraid there might be a thunderstorm of criticism.

People are bound to see that you’re a nobody and you’ll be dismissed. No one will watch your channel, let alone subscribe. But even if someone did subscribe, and asked for your advice, would you be able to give that advice?

In most cases, you could be quite proficient at the task.

The average person on the street is not a certified city guide, yet they could do a pretty solid job of not only giving you directions but even giving you a tour of the city. That parent who’s just had a child may feel like they wish they knew a little more, but it doesn’t stop them from giving advice, sometimes to parents who’ve had two or three children.

In every instance, even as beginners, we do an above-average job. In time, and if we keep at that particular task, we become less of a beginner and more comfortable in our skin. Why then, do we feel like we’re impostors? And is that phrase stopping us from moving forward?

The term “impostor” feels crude, almost like a crime

“Beginner” may not sound superior, but at least there isn’t that horrid feeling that seems to accompany the concept of an impostor. If anything, the more we dig deeper into a subject, the more we feel like beginners.

When I first started doing my watercolour paintings, I thought I was pretty good. Today, about 2500 pictures later, I think I have such a long way to go. However, if I let my feelings of “being a beginner” overpower me, then I’ll always feel like no one wants my advice.

There’s only one way out of this mess

And that is to teach. When you give your knowledge, your time and expertise, you’ll find that the world is not exactly ready for you with open arms. Nonetheless, a few people or even one person will be more than happy to work with you and to listen to your advice.

For some of us, this act of putting our work out is more important than ever because of the way we’ve been brought up. Maybe we’re always trying to be what our father or mother expected of us. Perhaps that deep-rooted need to prove ourselves knocks us back into what we’d call “being an impostor”.

An impostor takes away and you give

If you really want to get out of the impostor—or for that matter— beginner syndrome, it’s time to get out there and give your knowledge and share your expertise with the world. You don’t have to get on a big stage, and even a tiny space or the tiniest group will do. If you’re unsure with adults, maybe you can work with kids.

Steve, or Sadashiv, or whatever his real name—now that was an impostor. Next time you call yourself an impostor, think of him. And reassure yourself that you’re not him and will never be.

One Special Announcement: How to Liven Up Your Website, Blog or Presentation with Cartoons

📅 June 13, 2020 | View in Gmail

Wouldn’t it be great if you could draw your own cartoons for your blog?

Just one short announcements today.

The Da Vinci Cartooning Online Course: Opening on 20 June 2020

Wouldn’t you like to draw cartoons to liven up your website, blog or presentations?

Wouldn’t it be great if you could draw your own cartoons instead of having to depend on someone else—or worse, buy some ill-fitting clip art?

But can anyone draw?

You’ve been told (and told yourself) time and time again, that you couldn’t draw a straight line. But did you know that cartoonists don’t draw straight lines? They draw circles, squares and triangles and they get amazing results.

Is it just an inborn talent? Or can anyone draw?

The interesting fact is that anyone can draw and draw well. And you don’t have to believe me.

The proof, they say, is in the pudding.

And this pudding (the Da Vinci Course) has been proven to be amazing to turn anyone, yes anyone, into a solid cartoonist. And you can see amazing results in just six months.

If you’ve ever wanted to illustrate your own books, ebooks, or even your blog, this is the opportunity.

We’ve had over 227+ people on this course. People who believed they couldn’t draw.

But don’t take my word for it. You can read their own stories at the link below.

Warm regards,

Sean

P.S.

DaVinci Course—Registrations open 20 June at 3 pm (Eastern US).

You can get on the waiting list to get first preference.

How To Accelerate Learning (And The Surprising Power Of Fun)

📅 June 09, 2020 | View in Gmail

Fun seems obvious as a concept. But “fun in learning” almost seems like a bit of a paradox. What is “fun” and how can you find it, let alone use it when you’re teaching a skill? Let’s take a bit of a deep dive into intimidation and find how fun can save the day—yes, yet again.

Think of how rigidly your desks at school were placed. Now think of all the schools in almost every country, and you get the idea of conformity and rigidity. And yet if you look at a video on YouTube about the language teacher, Michel Thomas, you’ll notice something quite odd.

Thomas has been given what could be considered the most challenging students in the class. And his mission is to get them started on learning French. However, Michel Thomas does something entirely unexpected. The students are clearly in a classroom, but their first task has nothing to do with learning the language. Instead they start by getting in sofas, moving screens and creating an atmosphere that’s more like your lounge, rather than a room you’d find in a school. Thomas says, “Learning should never be work. Instead, it should be a pleasure”. How about we upgrade that to a bit of fun, instead?

Incredibly enough we have to define the concept of fun. Fun, at least in this context, is the opposite of intimidation. If you looked at the classroom and the desks represent intimidation, then the opposite of that scenario is fun. The biggest reason for fun in learning is because learning itself is kind of annoying.

It starts off being very exciting, of course. If someone were to ask you if you wanted to learn how to draw, you might say yes. If you were nudged enough to believe you could dance, you might stand up unsteadily and go along. And whether you’re learning to write a book, or skip your way through Photoshop, it’s fun at the start, and then all hell seems to break loose.

Learning is largely boring, whether we like it or not. As a teacher, you have to do your due diligence. Find the bits that clients struggle with and how you can fix that and make it fun. You know what fun looks like. Now go ahead and remove the intimidation and make it fun — both for you and your clients.

One Announcement: How To Liven Up Your Website (The DaVinci Cartooning Course)

📅 June 06, 2020 | View in Gmail

Hello from a lovely wintery day in Auckland. Just stopping by to let you know what is happening at Psychotactics this month.

The DaVinci Cartooning Online Course: Waiting List Open

Wouldn’t you like to draw cartoons to liven up your website, blog or presentations?

Wouldn’t it be great if you could draw your own cartoons instead of having to depend on someone else—or worse, buy some ill-fitting clip art?

But can anyone draw?

We’ve gone much too far believing in the concept of inborn talent

Since 2010, we’ve had over 227+ clients who’ve suspended that the idea of “inborn talent” and trusted the Psychotactics system. And they’ve changed the way they look at themselves.

Would you like to get out of your comfort zone and get into the fun zone? Would you like a challenge that enables you to release that creativity you’re not sure about?

If you’ve ever wanted to illustrate your own books, ebooks, or even your blog, this is the opportunity.

As they say, “the proof of the pudding is in the eating”.

Judge for yourself at:

Warm regards, Sean P.S. If you have any questions, do email me sean@psychotactics.com. I answer all questions.

Announcement: How To Speed Up Your Sales With Client Attractors

📅 June 02, 2020 | View in Gmail

We are in an extremely tough market with lots of competition. So what do Client Attractors

You already know that 80% of a sales letter depends on your headline

And therefore it’s not uncommon to see writers spend many hours testing and re-testing their headline.

But what happens once your customer goes past the headline into the rest of the copy?Which are the elements that cause customers to feel an urge to buy your product or service?

The remaining 20% is what causes customers to buy

In order to take customers to the next stage, you have to have a rock-solid system to help structure your sales page. You have to know and understand the elements so that customers respond to your offer.

So isn’t it time to find out what the remaining 20% is all about?

And how you can quickly learn and implement that 20% to improve results.

Find out more details at this page and judge for yourself!

Warm regards,

Sean

P.S. The bonus on this product is really worth having. It will really give you an insight into sales pages like never before.

Check out the bonus :)

P.P.S. Here is what Sue Elliott has to say about Client Attractors

About Client Attractors

“We are in an extremely tough market with lots of competition and the information helped us see how our product is different than all the rest.”

I didn’t really read the whole book yet because I was stopped in my tracks with the features and benefits part because that’s what I was interested in most.

While reading and figuring out our features, our enthusiasm just blossomed.

I would highly recommend Client Attractors because it makes you see what your offerings are in a totally new and helpful way.

Sue Elliott,

HouseKeeper Secrets, LLC

Carson City, NV, USA

Judge for yourself: Client Attractors

May 2020

Announcing! How To Speed Up Your Sales With Client Attractors

📅 May 30, 2020 | View in Gmail

What happens once your customer goes past the headline into the rest of the copy?

Client Attractors Book

You already know that 80% of a sales letter depends on your headline

And therefore it’s not uncommon to see writers spend many hours testing and re-testing their headline.

But what happens once your customer goes past the headline into the rest of the copy?

Which are the elements that cause customers to feel an urge to buy your product or service?

The remaining 20% is what causes customers to buy…

So isn’t it time to find out what the remaining 20% is all about?

And how you can quickly learn and implement that 20% to improve results.

Find out more details at this page and judge for yourself!

Warm regards,

Sean

P.S. The bonus on this product is really worth having. It will really give you an insight into sales pages like never before.

Check out the bonus :)

Why Writing Headlines Can Be An Excellent Brainstorming Exercise For Real Articles

📅 May 26, 2020 | View in Gmail

Back in 2003, I was in real trouble when it came to writing articles. I’d just started the 5000bc membership site, but it contained absolutely no content at all, which was fine, at first, because the reason why many early members joined was to have a place to meet and have a conversation online. However, even in those very early days of the internet, it was clear that conversation alone was not enough. What made matters worse is that I was extremely slow at writing articles. Every article would take me at least two days—if I were lucky. The writing was only part of my problem. The second, more significant problem, it seemed, was getting topics to write about. Instead of writing articles, I simply wrote “headlines”. I’d choose a topic like “strategic alliances” and then write every possible headline I could on that topic. Almost immediately, a sense of calm came over me because I realised I already knew a lot, just based on the headlines. I also realised that writing articles on a single topic allowed me to create a series of sorts. And I loved series, and I’m pretty sure most people like series too. Series bring out a sense of sequence and order, and I could see no downside. When I look at those articles from 2003, I want to take them all down. Yet clients read them today, and find them extremely useful. My writing and editing skills have changed a lot. My storytelling has improved in leaps and bounds.

Why The Psychotactics Year Plan Starts With “Beer”

📅 May 22, 2020 | View in Gmail

Almost everyone plans the forthcoming year in somewhat a similar manner. You put in the big goals, the bigger projects and possibly some smaller ones too. Once all of that is done, if there’s a little space, a break or two may be added. But what if we didn’t go about planning our year in this manner? At Psychotactics, we never start with projects. We start with the the fun elements. This kind of planning is based on how we’ve managed to structure our business. Your year may seem a little different depending on your stage in life and your responsibilities. Even so, the reason for starting a business is to have “more control over your life”. And to achieve that goal, here’s how we plan.

How To Accelerate Client Learning (Using Spaced Repetition)

📅 May 19, 2020 | View in Gmail

Joshua Foer, a journalist for Slate Magazine, decided to something quite bizarre. Foer was given the task to write a little 1200 word essay for Slate on the topic of memorisation. His goal was to find out how some people seem to have the gift of extraordinary recall. The task seemed pretty much like any journalistic assignment, except for the fact that Foer, took it one step further. Out of sheer curiosity, he not only studied the masters but also decided to participate in the US Memory Championships himself, just for a lark and to see where he’d end up. He started his journey in 2005. By 2006, he’d beaten everyone, including the grandmasters he’d been studying. He’d unexpectedly, been crowned the US Memory Champion. By Joshua’s admission, he’s not very good at remembering things. And he’s in good company, isn’t he? We all seem to share at least that part of Joshua’s issue. We seem to read books and forget most of what we’ve learned. We might watch a documentary, remember the name and a few sketchy details, but seem to wonder why we seem to forget everything else. Memory works based on repletion and space, but as you’ve already figured out, it’s futile to have too much of a break. The problem we face is how much is too much? And what might be too little—because high frequency, is a significant irritant.

Why A Hundred Year Old Marketing Book Matters More Today (Than Ever Before)

📅 May 16, 2020 | View in Gmail

When we look for marketing advice, we’re easily awed by big names.

Why A Hundred Year Old Marketing Book Matters More Today (Than Ever Before)

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• Which marketing book has sold over eight million copies (and you might have never read)? • Does a 100 year old book on advertising still apply today?

In two-part series we delve into concepts that are not just relevant, but crucial in marketing.

Find out the principles that have lasted almost a whole century and how they can be useful to you, today. And tomorrow too. Probably the next decade or two as well.

You can listen or read it here:

Read online

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IoJRYEKxkNEtt1&b=9rdHM4rrDaCVElSdlD3tMw | iTunes

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IoJRYEKxkNEtt1&b=Je7dYLn6Bj9cHJixQa_hgQ | Android

https://clicks.aweber.com/y/ct/?l=KQnf2&m=IoJRYEKxkNEtt1&b=WuOODY7g9KhhQiR7hS1SDw | Spotify

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Two podcasts on ‘planning’

(yes there are transcripts too)

Why The Psychotactics Year Plan Starts With “Beer”

Read online

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https://clicks.aweber.com/y/ct/?l=KQnf2&m=IoJRYEKxkNEtt1&b=N1KdHgwFhQDejwYT48Hh.A | Spotify

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How To De-Stress With The Second Last Minute Deadline

And how do you use it to get things done not just well before time but also a lot better?

iTunes

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Warm regards

Sean D’Souza

P.S. May I ask a tiny favour? Would you mind sharing this podcast with one person? I would love it.

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Last Day for Special Offer—Dartboard Pricing + Special Bonus (worth $49)

📅 May 12, 2020 | View in Gmail

When you buy Dartboard Pricing-How To Increase Prices Without Losing Customers from 9 - 12 May 2020, you’ll also get—‘5-Steps To Starting Up A New Project Successfully’ (worth $49) absolutely free with the premium option. Dartboard? As in darts and a dartboard? Yes, exactly! If you go to a bookstore and buy a dozen books on pricing, you will find pricing is some incredibly sophisticated system. You’ll run into fancy and complicated pricing models that rapidly put you to sleep. So is pricing simple? Sure it is. You don’t need a book to figure out pricing. A simple dart board and some prices on the board would solve your problem in a matter of minutes. The price itself is of little consequence What matters is all the stuff around the price. And in this three-part pricing series, you’ll understand: The Psychology of Pricing (What Causes Us To Buy) The Method of Raising Prices (And The Mistakes To Avoid) Creating and Managing Price Expectations No boring pricing models No ugh complication. Just a simple, step-by-step system that walks you through exactly what you have to do. And the Special Bonus: 5-Steps To Starting Up A New Project Successfully (with the premium option) In this 24 page booklet you will learn Five steps that are required to start up any new project successfully. Why you shouldn’t get scared of your competition. Why brand analysis comes before everything else. Why personality is critical in your business. What is the most important thing when starting up a project? Judge for yourself at: https://www.psychotactics.com/general/special-offer-01/ (This special offer ends 12 May 2020—US Eastern at 12 midnight) Regards Sean P.S. This is what Colette Nichol has to say about Dartboard Pricing: “The feature I most enjoyed about Dartboard Pricing was the table that shows you exactly how to price things so that they sell. It’s kind of genius.” “I have a very high success rate when it comes to sales but I’m interested in increasing my prices over the next two years, rather substantially. I purchased Dartboard Pricing as I was certain that it would provide useful info about how to actually go about doing that without experiencing excessive customer friction. Dartboard Pricing confirmed some practices that I was already using – showing me why it was working and how to make it work even better. It also gave me an easy to use framework for selling any course or product that I create. I feel confident now that when I create my first online course I will be able to price it in a way that communicates the value of what my clients will be receiving. Most small biz owners I know have all sorts of issues with pricing – this should take away some of those issues if not all of them. There’s basically no good reason not to buy Dartboard Pricing. It’s hands down the best $50 I’ve spent this year.” Colette Nichol Vancouver, Canada Judge for yourself at: https://www.psychotactics.com/general/special-offer-01/ (This special offer ends 12 May 2020—US Eastern at 12 midnight)

Announcing: Dartboard Pricing—How To Increase Prices Without Losing Customers + Special Bonus Valued at $49

📅 May 08, 2020 | View in Gmail

https://www.psychotactics.com/general/special-offer-01/

Dartboard?

As in darts and a dartboard?

Yes, exactly!

So is pricing simple?

Sure it is. You don’t need a book to figure out pricing.

A simple dart board and some prices on the board would solve your problem in a matter of minutes.

The price itself is of little consequence

What matters is all the stuff around the price.

And in this three-part pricing series, you’ll understand

•    The Psychology of Pricing (What Causes Us To Buy)

•    The Method of Raising Prices (And The Mistakes To Avoid)

•    Creating and Managing Price Expectations

No boring pricing models

No ugh complication.

Just a simple, step-by-step system that walks you through exactly what you have to do.

And the Special Bonus: 5-Steps To Starting Up A New Project Successfully

This booklet is tiny—only 24 pages. However, it very systematically takes you through the five steps that are required to start up any new project successfully.

•    Why you shouldn't get scared of your competition.

•    Why brand analysis comes before everything else.

•    Why personality is critical in your business.

•    What is the most important thing when starting up a project?

Here’s the page. Judge for yourself.

https://www.psychotactics.com/general/special-offer-01/

Regards

Sean

P.S. This series does gives you the overview of how to go about pricing, and then gets to the brass tacks.

You can literally copy the model (and you should) and have it up on your website, in your presentation or brochures.

Have a look and make a decision based on what you read.

https://www.psychotactics.com/general/special-offer-01/

(This special offer is only valid until 12 May 2020—Eastern US midnight)

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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How To Be A Source Of Inspiration To Others

📅 May 05, 2020 | View in Gmail

We forget that we are sources of inspiration to others even with the smallest action.

  Psychotactics

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How To Be A Source Of Inspiration To Others

  Load the images to see the cartoon. It works!

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  (This email contains the complete article. However, you can also read or listen to it at these links: Read online

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I woke up one morning in October 2019, and I got a message from my brother that one of my friends in India had died.

And one of the reasons I’m telling you this is because she inspired me to get to New Zealand. It was just a random comment. It was just a meeting on the street, but it was her force at that moment that got me to go through with the whole immigration process, and eventually make the trip to Auckland.

This is a very short article, but I think it’s pertinent because we all have the capacity to be inspiring; to bring something to the world.

I remember a few months ago, I was not meditating anymore.

I don’t know what happened, but I got out of the habit. I went into what you would call a habit hibernation.

And then I saw a post in 5000bc by one of the members, Catherine O and she’d been writing about how she’d been meditating every day. And so that inspired me and I wrote to her and I said, “You know something? Because of your post, I started meditating again.” And she said, “That is so funny.” Apparently she had started meditating because she heard it on my podcast. And I could see the irony.

It was quite interesting how we can inspire people as we go through life.

We have politics, climate and other crazy issues. And all of these day to day activities like paying the bills. And we forget that we are sources of inspiration, that if we just step into someone’s world and give them just that little nudge of inspiration, you don’t know how it’ll turn out.

I never thought that buying groceries would end up with me in New Zealand, but there was Joan Shenoy and she inspired me to move here.

Often we don’t have to do very much to inspire people. I’ve seen Renuka, my wife posting cartoons on Facebook and every time she does that, someone else gets inspired to keep drawing.

Sometimes you don’t even have to go and pat someone on the back. You don’t have to say anything.

You just have to be yourself and consistently be yourself.

And if you’re going to be a grumpy person, well, continue to be a grumpy person because even grumpy people can inspire. So you don’t even have to change yourself.

You just have to be there and show up. And sometimes that is inspiration alone.

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  1) The Brain Audit:  Audio, ebook, physical book and workshop

How to market in a way that is respectful to your customers, yet powerfully compelling.

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The Psychology and Strategy of Starting Up (6 part webinar series)

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Testimonial Secrets

How to get meaningful testimonials, without needing to ‘bribe anyone’ for it.

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The Myth Of The Saturated Market (And Why You Should Not Let “Saturation” Intimidate You)

📅 May 02, 2020 | View in Gmail

If you’ve stepped into any market right now, you will get the feeling that it’s saturated. Should we create content in a saturated market? If you and I look around, we see product or services just like ours everywhere. Instantly we get a feeling of having missed the bus. The market is clearly saturated and there’s little or no point in us having to create more content, or product or services. Or is it? One of the most surprising—even surreal—experiences is dropping into this seemingly saturated market, and finding out that it’s a big, fat myth. Why is it such a myth? Let’s find out. If you’ve stepped into any market right now, you will get the feeling that it’s saturated but the myth is that saturation does not intimidate you when you understand the actual dynamics.

April 2020

How to Sell a Product When There’s No Scarcity Factor

📅 April 28, 2020 | View in Gmail

Do you like cold pizza? Apparently, some people do. They eat pizza, leftover pizza, the next day and they thoroughly enjoy it over breakfast. Some people eat it as a snack, while others may eat it for lunch or dinner. What’s the point of this pizza discussion, you may ask? The pizza analogy is to demonstrate that barring some exceptions; pizza is almost always treated as some kind of food. A similar sort of concept applies to selling a product. Often, people believe that selling a product is entirely different from a service. Or that selling training, a workshop or course, for example, must somehow be different from selling info-products online. The reality is sales is sales—pretty much like pizza. When we launched The Brain Audit back in 2002, we had no clue what we were doing. To put things in perspective, Google was just four years old, YouTube didn’t exist, and hardly anyone bought anything online, let alone an e-book that was twice the cost of a hardback that you could get in a bookstore. The moment after the launch can often be a thud. Nothing happens, simply because nothing is supposed to happen. All the clients who intended to buy your product at launch stage bought your product or service. Those who hesitated, stay in the wings and what you’re faced with, is an unreasonable amount of nothingness.

How To Use Simple Stories To Pre-sell Your Products And Services

📅 April 25, 2020 | View in Gmail

Pre-sell is notoriously difficult for most entrepreneurs. But how do you go about it? Is there a way to pre-selling your products and services? Pre-sell is notoriously difficult for most entrepreneurs. It feels greasy and icky at times. And that lack of enthusiasm dooms the sale from the very start. But what if there were a way to sell without selling. Instead, all you’d need is a story. A simple story with tiny little details could easily achieve the goal of selling a product or service in advance. But how do you go about it? Let’s find out what it takes to pre-sell using simple stories and examples.

Last day: How to join 5000bc (without being on the waiting list)

📅 April 21, 2020 | View in Gmail

You’ve been around the Psychotactics site for a while. And you’ve probably even sneaked a peek at 5000bc (our membership site) and seen that there’s a waiting list. For the next seven days we’re bringing down that wall. From Saturday 30 September to 7 October 2017, you get the chance to join (without being on the waiting list). The last time we opened up the waiting list was six months ago. Yup, a long time ago. But how do you know if 5000bc is the place for you? You read the testimonials. Do your due diligence and read the testimonials and you’ll see for yourself why our members join, and more importantly why they stay. And how you can be part of that select group as well. You have to judge for yourself. So take a look at 5000bc right away.

Announcing: How To join 5000bc (Without being on the Waiting List)

📅 April 18, 2020 | View in Gmail

How to Ensure Testimonials (Even When Your Product Or Service Isn’t Quite Ready)

📅 April 14, 2020 | View in Gmail

How do you get testimonials if your product is new? According to monk and philosopher, Matthieu Ricard, here’s how you do it. “You reach up to the fruit and touch it. You don’t have to pull and break the branch to get the fruit. You just touch it, and it falls in your hands.” Which is fine when you’re dealing with fruit, but what do you do when your course, product, workshop or consulting is still unfinished? One of the most frequent questions I get is one about testimonials. Clients ask: How do I get testimonials if my product is new? Or they may make a comment which goes like this: The course I created is so new that no one has completed it yet. It’s easy to see how you can wait forever to get a testimonial—or do you? When you look at most people asking for a review, they do just the opposite. They ask their friends or clients to “review the site”, or “review my book” or “give your critique of my course”. You have to give the reviewer a tiny piece to review, and you have to give them guidelines—clear guidelines. And that’s when you get reviews in advance.

How To Use Contrast To Create Your Uniqueness In Seconds

📅 April 11, 2020 | View in Gmail

How To Use Contrast To Create Your Uniqueness In Seconds. If you were asked: What is the uniqueness of The Three Month Vacation podcast, would you be able to answer the question? The chances are that you might state one of the features but not what makes it truly unique. What do you have to do to make the uniqueness come to life for your product? How do you get clients to pass on that uniqueness? If you’ve been selling a product, you’ve been selling a service, or you have a podcast or a webinar or something on youtube, how can you create your uniqueness? Find out in this case study showing how contrast can help you create your uniqueness.

How to Create a Uniqueness that’s Difficult for Competition to Replicate

📅 April 07, 2020 | View in Gmail

Can others easily replicate this uniqueness? What can you do to be different?

  Psychotactics

http://www.psychotactics.com/

How to Create a Uniqueness that’s Difficult for Competition to Replicate

https://www.psychotactics.com/uniqueness-replicate/

  (This email contains the complete article. However, you can also read or listen to it at these links:  Read

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Imagine for a second that you didn’t want to buy a notebook.

I know I didn’t.

Like you, I have quite a few notebooks lying around. I also have a lot of paper. And let’s not forget that I can take notes on my computer and the iPad. In short, who really needs a notebook?

Well, the guys at Studio Neat totally ignored this lack of need and decided to put out a notebook called Panobook. One look at Panobook and you suddenly feel the need for a notebook. And like any product or service, this notebook has many many features and benefits.

Which is where the root of all uniqueness trouble lies, doesn’t it?

Whether you set out to write a book, create a course, or manufacture a notebook, your offering is going to have many features and benefits. And marketing tells us repeatedly that we need to create a factor of uniqueness, because it’s the uniqueness that makes a product or service stand out. But how do we create uniqueness that can’t be easily ripped off?

For this we have to start by looking at the features and benefits of the Panobook.

The page size is panoramic at 11.34 x 6.30 inches. That’s approximately the same size as a small sized keyboard.
It has a subtle dot grid. The grid enables you to draw shapes on a page, almost perfectly without the need of a ruler.
Guide markers (again subtle) that that make it easy to quickly draw three rectangles on the page, sized ideally for smartphone UI design or storyboarding.
You can write on them with many different types of pens, without smudging or bleeding.
Made robust wire-o binding, which allows the notebook to sit flat when opened. But also you can tear out a page, if you don’t like how it looks.
Panobook comes with a slip case, which is meant to be the final resting place for your notebook. You can write on the spine to catalogue the notebook.

This list of six prominent features and benefits means we have six potential uniqueness elements in place

But will these benefits and features assure the creators of the product a high level of success? If it’s relatively easy to copy the product or service, a competitor would step in and take away your high vantage point. But can we make it a bit difficult for those nasty buggers? Let’s take a look and see what’s possible.

We need to evaluate how “difficult it will be for the competition to copy” your idea

What’s impossible, or seemingly impossible in your field? Or if you’re dealing with a product or service, what seems to be out of the reach of most of your both you, or your competition?

Most of us know how Domino’s Pizza came to dominate the pizza industry.

Their slogan of “30 minutes or it’s free” was a level of difficulty that was almost impossible for the competition to quickly overcome. The same kind of uniqueness seems to be inbuilt into a Tesla car or truck.

The Tesla Roadster quickly put the brakes on the competition because of the range: it can go about 400 miles without needing to charge. The long range trucks can go 500 miles, which means that (at least in the U.S) a truck can go to their destination and back, without needing to stop for a charge.

Which is all very fine for a big company like Domino’s and Tesla, but what about you and me?

A few years ago, we realised that our goal at Psychotactics wasn’t necessarily to give the client more information. We noticed that we were able to give them skills, instead. This immediately ramped up the level of difficulty on two fronts.

First, we promised that every course or workshop wouldn’t focus just on information, but solely on skill. That once you finished the cartooning course, you’d have the skill to cartoon.

If you went through the information products course, you’d be able to create not just any information product, but one that clients would be eager to consume. Making such a seemingly ridiculous claim makes it very difficult for the competition to follow.

However, in many cases you don’t need to go out on a limb

Most products or services tend to be fairly similar. A course, a membership site, a book, a law service—they’re all similar. However, if you reduce the number of components, you can almost always guarantee a specific result. Take for instance the Headlines Report on the home page of the Psychotactics site.

When you sign up for the newsletter, you get the report. But what does the report guarantee? It guarantees that in under 10 minutes, you’ll be able to write three different types of headlines. Now that kind of promise isn’t hard for the competition to copy, but even so, they may not be in a position to do so right away.

When Domino’s Pizza made their offer, no one was able to get their pizza across in record time. Today, it would be possible to create a system that allows for competition to deliver a speedy pizza.

Nonetheless, it allowed Domino’s to enjoy a huge honeymoon period even as the competition tried to catch up—if they tried to catch up at all.

The Panobook is an example of many features and benefits, but what’s the difficulty factor?

It’s panoramic, has this extremely useful dot grid, doesn’t smudge or bleed because of the great paper quality, can site flat when opened, and has a slip case to catalogue the book. But where’s the difficulty factor?

What if the competition decided to copy the very same kind of book? If I were the creator of the book, I’d pick the “blotting factor”. So many of us use different types of pens, that you’d want a book that can take almost any pen.

I have almost no problem with the Panobooks (and good thing too because I think I bought about 15 of them) but if you look at the reviews online, people like the books, but have a problem with the smudging.

What can you do today to create a level of difficulty?

What seems impossibly difficult in your field? Can you make a list? And what if you tried to solve that problem by making it your uniqueness? That’s what you and I need to do whenever we’re creating a product or service.

Your steps would be:

Step 1: List your product/service

Step 2: What’s seemingly impossible?

Step 3: How do you make it possible?

Step 4: Can others easily replicate this uniqueness?

Step 5: How do you get the word out?

Let’s take an example before we come to the end of this article. Let’s take 5000bc for instance.

Step 1: The name of the product is 5000bc

Step 2: The factor that’s impossible is for you, the client to get an answer, or even better a detailed answer from the owner of the site, when you need it.

Step 3: What makes it possible? I, as the owner of the site, need to be available to answer the questions on a consistent basis.

Step 4: Can others easily replicate this uniqueness? Not at all. In fact, owners are too busy on other projects. For them to replicate this uniqueness they’d have to change their entire business model and time allocation plans.

Step 5: We get the word out through articles, through podcasts and through presentations.

And there you have it.

The difficulty factor of creating uniqueness.

Wasn’t so very hard, was it?

Try it and let me know how you go.

Announcing Goodies:

How to find your business uniqueness

Free Goodies: Uniqueness—Biggest mistakes and how to avoid them

https://www.psychotactics.com/home-study/uniqueness-form/

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How to get meaningful testimonials, without needing to ‘bribe anyone’ for it.

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Free Goodies:

Do you need to carve out a uniqueness for ‘every’ product or service?

Learn how to create your uniqueness that stands the test of time

https://www.psychotactics.com/home-study/uniqueness-form/

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Announcing Goodies: How To Find Your Business Uniqueness

📅 April 04, 2020 | View in Gmail

Biggest mistakes and how to avoid them. How to get to your uniqueness.

  Uniqueness Goodies

https://www.psychotactics.com/home-study/uniqueness-form/

Have you ever wondered what would it be like to stand out from the competition in a way that customers choose you over everyone else? And what if you were to raise your prices, and they still kept coming?

That’s what uniqueness can do to your product or service.

Yet most of us seem to know what makes our product or service better than competition.

But the customer doesn’t know.

So they go elsewhere.

Somewhere cheaper. Somewhere crappier.

But they don’t come to you in the droves you’ve imagined.

Presenting: Uniqueness Goodies (Yup, FREE Goodies!)

Everyone tells you that uniqueness is important, but no one tells you how to work through the uniqueness minefield.

Until now, that is

You will get access to articles, audio and video.

Here is the sequence of what to expect in the coming weeks:

Goodie 1: Why we get our uniqueness wrong

Goodie 2: How to get to your uniqueness

Goodie 3: The importance of the mundane and the uninteresting

Goodie 4: Biggest mistakes and how to avoid them

Goodie 5: The difference between uniqueness and the other red bags

Goodie 6: Do you need to carve out a uniqueness for ‘every’ product or service?

How to get the goodies?

Have a look at this page for all the details:

Uniqueness Free Goodies

https://www.psychotactics.com/home-study/uniqueness-form/

Warm regards

Sean

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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March 2020

Announcing: How To Put that Zing Back in Your Articles ( And Get the Attention of the Reader)

📅 March 31, 2020 | View in Gmail

The moment we have to write an article, we freeze up. What are the elements of a story?

  Story Telling  Cartoon Image

https://www.psychotactics.com/products/story-telling/

Storytelling seems to be the rage these days.

And yet, it’s not new at all. It’s been around for thousands of years.

What’s more, it’s not even alien to us.

Even as a three-year old, you can tell when a story is really cool and when it’s just plain boring.

The problem arises when we have to take this storytelling skills to our articles.

The moment we have to write an article, we freeze up. The article gets riddled with facts and figures. Or sequences. Or whatever. But we know instinctively that the power of the story is missing.

But it’s not just the story that’s important.

It’s a story well-told.

A well-told story is like a well-told joke. It has zing. And kapow!

So what are the elements of a well-told story? Why have they been playing hide and seek with us for so long?

Find out right here in this three-part series on Storytelling!

You’ll love it. It’s full of cartoons, precise advice—and yes, the zing! That’s what you’ll learn: how to create the zing.

Book 1: The Power of Stories—How to Turn Average Stories into Cliff-Hangers

Book 2: Signature Stories—How to Create Clear and Memorable Business Stories

Book 3: The Power of Drama—How To Create Counterflow (Without Making Your Reader Sick)

So have a look right away.

http://www.psychotactics.com/products/story-telling

Regards,

Sean

  Debbie Newhouse Testimonial

https://www.psychotactics.com/products/story-telling/

Here is what Debbie Newhouse has to say:

“Before I bought the book I thought there would be too many ideas I’d heard before.”

The feature I liked best

The realization that the best stories are about something you are 80% familiar with, you can anticipate, and then WHAM – the new 20% hits you.

Three other benefits

I would recommend this product to anyone who has to persuade others, explain something, or teach.

I use the concepts mainly to teach, and especially to engage my audience and get them to realize why they should care about a topic.

Debbie Newhouse, California, USA

Judge for yourself: StoryTelling Mini Series

https://www.psychotactics.com/products/story-telling/

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

To unsubscribe or change subscriber options, visit: https://www.aweber.com/z/r/?TExsbIwstKxszJzMzKxMtEa0LKysLIycDBw=

Announcing: How To Put That Zing Back In Your Articles ( And Catch The Attention Of The Reader)

📅 March 28, 2020 | View in Gmail

What would make one article better than the other?The answer lies not just in stories.

  There is a StoryTelling Cartoon

https://www.psychotactics.com/products/story-telling/

Storytelling seems to be the rage these days.

And yet, it’s not new at all. It’s been around for thousands of years.

What’s more, it’s not even alien to us.

Even as a three-year old, you can tell when a story is really cool and when it’s just plain boring.

The problem arises when we have to take this storytelling skills to our articles.

The moment we have to write an article, we freeze up. The article gets riddled with facts and figures. Or sequences. Or whatever. But we know instinctively that the power of the story is missing.

But it’s not just the story that’s important.

It’s a story well-told.

A well-told story is like a well-told joke. It has zing. And kapow!

So what are the elements of a well-told story? Why have they been playing hide and seek with us for so long?

Find out right here in this three-part series on Storytelling!

You’ll love it. It’s full of cartoons, precise advice—and yes, the zing! That’s what you’ll learn: how to create the zing.

Book 1: The Power of Stories—How to Turn Average Stories into Cliff-Hangers

Book 2: Signature Stories—How to Create Clear and Memorable Business Stories

Book 3: The Power of Drama—How To Create Counterflow (Without Making Your Reader Sick)

Have a look right away.

https://www.psychotactics.com/products/story-telling

Regards,

Sean

  About Story Telling

https://www.psychotactics.com/products/story-telling/

Here is what Debbie Newhouse has to say:

“Before I bought the book I thought there would be too many ideas I’d heard before.”

The feature I liked best

The realization that the best stories are about something you are 80% familiar with, you can anticipate, and then WHAM – the new 20% hits you.

Three other benefits

I would recommend this product to anyone who has to persuade others, explain something, or teach.

I use the concepts mainly to teach, and especially to engage my audience and get them to realize why they should care about a topic.

Debbie Newhouse, California, USA

Judge for yourself: StoryTelling Mini Series

https://www.psychotactics.com/products/story-telling/

Here is what a few more people have to say

https://www.psychotactics.com/products/story-telling/

I found that this Storytelling Mini Series helped me to think about storytelling in completely new ways.

The thing I liked the most about it was that it teaches the tools and mechanics of storytelling and how to make stories compelling and interesting.

Christopher Cook, Washington, US

https://www.psychotactics.com/products/story-telling/

I learned to use connectors and disconnectors effectively. This has given my articles a much needed method to keep my reader reading.

Since I started using this technique for certain pages of my site, the average time spent reading on my site has increased.

Honor Dragan, Guildford, UK

https://www.psychotactics.com/products/story-telling/

As a result of buying the product— My writing is tighter, especially in the e-newsletter, and I can craft a story that suits my audience.

If you don’t have the time to commit to a full time course you can get as much marketing value from this product with a few days reading.

Pam Bestwick, Wellington, New Zealand

https://www.psychotactics.com/products/story-telling/

What I like best about the Storytelling Mini Series is its extreme usability.

I just read the Series and am immediately able to use it. It just kind of slips into my writing. It’s an easy read. I also like the bad examples on how not to try and “pimp up” your writing.

Elfriede Krauth, Utrecht, Netherlands

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

Why Waiting Doesn’t Help Decision Making (As Much As You Think)

📅 March 24, 2020 | View in Gmail

Everything comes to those who will wait. You’ve heard that saying, right? But does it?

Everything comes to those who will wait. Surely you’ve heard that saying, right? So you wait, because you’re told you should not be impulsive. Sleep on your decisions, they say. And so you wait. But does waiting really help as much as we think. Let’s look at the phrase, everything comes to those who will wait. Does that say when the waiting happens? Because in my mind, if you’re going to quote one fancy phrase, you should think of the other fancy saying as well. And the other fancy saying is: Sow and you shall reap. Yes, sow. Do the hard work. Then wait. Put some back into your stuff. Then wait. But no, we just want to wait. As if sleeping on things is going to improve anything at all. I’ll tell you what it does improve. It improves your ability to create enormous to-do lists. That’s because the moment you put something on a wait list, the decision becomes like planes circling the airport. One plane, a couple of planes—yeah, that we can handle. But soon there are planes as thick as mosquitoes. And you know what this does, right? It paralyses us. We can’t make any decision, or at least good decisions. And to the outside world it looks like we’re still waiting. But in fact, we’ve regressed right into paralysis. It’s easier to get a job done, and even partially done—and then to fix it, than to wait. Waiting only really works once you’ve already started to get momentum. But surely there are instances when waiting improved the situation Sure there are. You’ll have cases where a patient was given up for dead, then suddenly woke from a coma and lived happily for the next 30 years. Or you’ll have situations where you got a better price on a product (I got a 75% discount on software yesterday). But these are flukes. And life should be full of happy flukes. No one is telling you to be madly impulsive, but sit down and think of the last 10 decisions. Which ones of them would have improved if you waited? And how long would you have waited? A day, three days, three years? Forever? Everything comes to those who wait. Yes, it does. But you have to sow, then wait. Then reap.

How To Willingly Get Clients to Buy from You In Quick Succession (Even with a Tiny List)

📅 March 17, 2020 | View in Gmail

We always assume that we need large numbers for such an enterprise to succeed. What do cicadas have to do with prime numbers? Cicadas, periodical cicadas, are bite-sized dinner for pets, rodents, marsupials, reptiles, birds, fish, insects, arachnids — almost every creature will eat them. Therefore the cicadas show up in large numbers. These large numbers means that millions of cicadas show up to mate at a specific given time, in a specific given year. Their numbers are so large, that their predators can’t eat them all. But that’s because of a bit of maths, and yes, prime numbers. The cicadas need to minimise the chance of interbreeding with other cicadas. Interbreeding would likely result in offspring that didn’t have a long life cycle. The shorter life cycle would mean they couldn’t stay hidden underground for twelve or sixteen years. They’d have to come out more frequently to breed and they’d be eaten by predators. In the fascinating series called The Code by Marcus du Sautoy, he talks about how in Georgia, USA, one breed of periodical cicadas show up every 13 years and the other breed, every 17 years. If they get these calculations wrong, it’d be a disaster, but because they use prime numbers, the chances of interbreeding only occurs once in 221 years. Luckily for us, clients don’t use prime numbers when considering the need to buy our products and services. Instead, they show up at frequent intervals, often quickening the pace as they consume more of the content, product or service you’re selling. No one starts out having 300 cups of coffee a year, but eventually a cup leads to another cup and we simply can’t do without the welcoming aroma of coffee. Amazon, YouTube and Netflix know this phenomenon works, so they push similar content towards you. If you’ve watched Charlize Theron on one show on YouTube, you could theoretically be listening to Charlize interviews all day. Yet, there’s another kind of sequence that’s in play at Psychotactics. And I say, Psychotactics, but the real source of inspiration is dinner at a restaurant. When you sit down you get your dessert, then your mains, and finally the starters, right? So you know that’s not the way it works. There’s a sequence in place and the sequence seems logical to us. We begin with the drinks and the starters; move on to the mains and possibly salads and finally it’s dessert and a coffee or tea, maybe even an aperitif. When you look at the Psychotactics sequence, you’ll notice the sequence as well. You start off at the subscriber level, buy The Brain Audit, get to 5000bc, and then you do courses like the Article Writing Course. But then there’s also the climb down. You can hone your skills on a Headline course or the First Fifty Words course, which is more akin to dessert and coffee. And this kind of sequence works really well with a tiny list.

Announcing! How To Become An Expert In Your Industry

📅 March 14, 2020 | View in Gmail

Imagine you had a fairy godmother. And she gave you one wish: The wish of ‘perceived expertise’. This ‘perceived expertise’, means that your customers would look at you and say: There goes the expert in the field. I only want to work with her/him. I had such a godmother. And I got a wish from that fairy godmother in the year 2002. You see I’d just started up my consultancy in marketing. I’d moved from India to New Zealand. No one knew me in these parts. No one knew if I was good at what I did. Or just plain useless. And what was worse, was I wasn’t quite sure either. Then one day, that fairy godmother whizzed into the room. Write articles, she said. Write articles? I echoed. What good are articles going to do for me? I thought condescendingly. But as fairy godmothers go, they can read your thoughts. And so there I was, um, writing articles. And remember, I didn’t even know my subject well enough. To me, marketing was a whole new world. But then something magical happened. Something I just didn’t expect. When I sat down to write, I started to get ideas. Ideas that I didn’t know existed in my head. And as I read more books (both business and non-business books), I got even more ideas. When I put those ideas on my website, and put up a little Subscribe link right at the very bottom—I started getting subscribers. I wasn’t even selling anything online (or offline for that matter). And there I was…ahem…building an audience. An audience that wanted to listen what I had to say. An audience that went from just friends and family, to a chunky hundred people. Then a thousand. And it kept growing. I wasn’t doing any advertising. No publicity. Heck, I barely knew how to do my own marketing. Yet these articles were like a magnet. They pulled people from every part of the world to my…um…pretty crappy website (you should have seen it in the year 2002). And offline, I was starting to get inquiries too. Can you give us some advice on these marketing matters? they said. Can you train our staff? they said. Can you do this, and can you do that. And on and on it went. But articles were hard work for me. It would take me two days to write a single article. And I’d curse and struggle. And to write one article a month was a big achievement for me. But hey, I did have a fairy godmother. And fairy godmothers grant wishes, so I took her up on the wish. Make me write great articles that captivate. And show me how to write them at high speed (so I don’t have to spend two days over a single article) I said to her. Article writing is about structure, she said. Structure and drama, she continued. Structure and drama and the next step, she crescendoed. Drama pulls you in. Structure keeps you there. And then the next action gets your client to move to the next step. And just like that I learned how to write articles. And now it’s your turn. Will you let me be your fairy um…godmother?

Why Lack Of Depth In Article Writing Drives Us All Crazy

📅 March 10, 2020 | View in Gmail

To write well, you can’t stay at the top level of articles—you have to go deep. In the year 2003, I did something incredibly silly. I started a membership site called 5000bc. And one of the first announcements I made on 5000bc was to tell the clients I’d write five articles a week. There was just one problem. I had been struggling to write even a single article a week. At the time, we were sending out the Psychotactics Newsletter just twice a month, and it would take a bit of head-banging to get two articles out of the door. Nonetheless, I made the promise of five articles a week based on my experience as a cartoonist. You see, before I became a marketer, I was a cartoonist and one of my specialties was drawing comic strips—kinda like Calvin and Hobbes. For months, I’d been badgering the editors of two newspapers to run my comic strips. They mostly ignored me—and one day they didn’t. Almost like a conspiracy, both of them agreed to run the comic strips. Now I had to do two separate comic strips, five days a week—that’s a whopping ten comic strips a week. I thought I was going to be in a lot of trouble. But I wasn’t. I found the experience to be quite the opposite. When I needed to draw a cartoon now and then, I’d struggle like crazy. The moment I had this punishing routine, I found ideas popping out of almost everywhere. Which is about the same experience I had in 5000bc (yes, the membership site). I found writing an article a day sped up my writing like crazy. Since I had no option and made this crazy promise, I had to work out a system to write—and write well. To write well, you can’t stay at the top level of articles—you have to go deep. Think about it for a while. Let’s say you’re writing on the topic of triggers in marketing. That’s a pretty top-level topic. If you jump onto any search engine and look up triggers, you’ll get some mundane 3-steps to create triggers or something just as pathetic. That’s because top-level writing is well, pretty vague. It’s when you go down a level, possibly two levels that you start to see the magic.

Announcing: The Secret to Becoming an Expert in your Customer’s Eyes?

📅 March 07, 2020 | View in Gmail

How do you become an expert in your customer’s eyes? How do you become the person the customer most wants to work with? How do you then increase prices 500% and still have customers wanting to work with you? To understand how this unusual situation occurs, let me tell you a story. I was a cartoonist by profession. Then one fine day, I decided to get into marketing. Now tell me honestly. Would you hire a cartoonist to show you how to attract customers? Would you hire a cartoonist to show you how to improve your website? Would you hire a cartoonist for anything—but—to draw cartoons? Why would you? I wouldn’t. And that was the uphill battle I faced: No one knew me as an expert. Now it didn’t matter how many times I looked in the mirror and called myself an expert. I still wasn’t getting any respect, let alone pesos in the bank. And it drove me crazy. But there’s always a way out of crazy-land. So here’s what I did. I started writing articles. And it was painful writing those articles. I’d write one article after slaving over it for two days. And then sometimes after two days, I’d trash the article and start all over again. Did I say there’s a way out of crazy-land? Well, it sure didn’t seem so, because this article-writing-jazz was driving me loco. But here’s what I found too. That there were systems. And techniques. Techniques that enabled me to write faster. That enabled me to make an article almost like a movie. That enabled me to see a pattern as to which articles would go down the gurgler, and which articles would get lapped up by the readers.

Announcing! How to Become an Expert in Your Industry: Article-Writing Course

📅 March 03, 2020 | View in Gmail

Imagine you had a fairy godmother. And she gave you one wish: The wish of perceived expertise. This perceived expertise, means that your customers would look at you and say: There goes the expert in the field. I only want to work with her/him. I had such a godmother. And I got a wish from that fairy godmother in the year 2002. You see I’d just started up my consultancy in marketing. I’d moved from India to New Zealand. No one knew me in these parts. No one knew if I was good at what I did. Or just plain useless. And what was worse, was I wasn’t quite sure either. Then one day, that fairy godmother whizzed into the room. Write articles, she said. Write articles? I echoed. What good are articles going to do for me? I thought condescendingly. But as fairy godmothers go, they can read your thoughts. And so there I was, um, writing articles. And remember, I didn’t even know my subject well enough. To me, marketing was a whole new world. But then something magical happened. Something I just didn’t expect. When I sat down to write, I started to get ideas. Ideas that I didn’t know existed in my head. And as I read more books (both business and non-business books), I got even more ideas. When I put those ideas on my website, and put up a little Subscribe link right at the very bottom—I started getting subscribers. I wasn’t even selling anything online (or offline for that matter). And there I was..ahem…building an audience. An audience that wanted to listen what I had to say. An audience that went from just friends and family, to a chunky hundred people. Then a thousand. And it kept growing.

February 2020

Announcing! How to Become an Expert in Your Industry: Article-Writing Course 2020

📅 February 29, 2020 | View in Gmail

How to Know if Your Article is Exciting Enough for The Reader

📅 February 25, 2020 | View in Gmail

So how do you know if your article works? How To Know If Your Article Is Exciting Enough For The Reader (You can also read this article on the website : Read online ) When you complete an article, you always have one of two reactions. You think it rocks. Or you think it sucks. And you may be wrong on both fronts. You may think your article rocks, when in fact it sucks. And vice versa. So how do you know if your article works? You would think you needed to read your article from start to finish, don’t you? Quite the contrary: You don’t read the article at all. You simply scan the article. And when you’re scanning, here’s what you’re looking for: 1) The headline. 2) The first fifty words. 3) The sub-headlines. 4) The ending. That’s it. If you can see a flow from headline through the sub-headlines down to the ending, you know your article is working. And the reason why it works is because it’s answering all the questions that a reader would possibly ask. Now the only question is: When do you do this audit? Before or after you write the article? That’s a toughie, because your situation determines how you write an article. On some days will write an article from start to finish based on a ‘response’. So if you’re in a forum or a blog, and someone posts something, you’ll find yourself all fired up and you’ll write a detailed answer. In many cases, your answer will have all the power and completeness of a finished article because you’re trying to make sure you cover all the points. In such a situation, all you need to do is make the sub-headlines bold (if you don’t have sub-headlines, invent them for the sake of the exercise). Then audit the article for flow. A touch here, a move there, and your article will be ready. What if you’re starting up from the ground up? If you are starting up from ground zero, you need structure. The structure comprises of the headline, the first fifty words, the sub-headlines that answer the questions ‘What? How? Why? When? Can you give me proof? Can you give me an example?’ And then the ending paragraph of the article. If you follow this systematic approach, your article will flow a lot better than most written material. But let’s take an example using an actual article Headline: Power of Connectors in Copywriting First fifty words: You’ve started reading a newsletter. And before you know it, you’re at 500 words. Then at 750 words. And hurtling past 1000 words. How on earth did you end up reading so much, when all you wanted to do was skim through the article? The answer is in the connectors in copywriting. The sub-headlines: – So what are the connectors in copywriting? – Do you see what’s happening? – A connection is like a bridge – Why is this slip-sliding so very important? – Example, Example: – Personal Experience: Ending: If you noticed, the content in this piece didn’t have enormous style. It lacked stories. It lacked metaphors. And yet it made a distinct point. It taught you something very powerful. Of course, the biggest reason you continued to read, was because of the connectors. Every movie, article or sales letter that’s brilliant always has a connection. Create the connection and your reader will read from start to finish! See the flow in that article? Once you have flow in the sub-headlines, what you have is solid structure. And that’s what makes an article exciting: the ability to answer all the questions of the reader in a systematic, easy flowing manner. That’s your internal audit system. That’s how you know if your article really rocks. Or sucks. Way better than just ‘wondering’ if it rocks. Or sucks. Share: Announcing: The key to writing articles is clarity If you can write like you think—you’d be able to turn out not just articles, but reports and books as well. Clarity—or the lack of it, stops us in our tracks. And clarity depends on structure. Click here for Free Goodies: Article Writing mini-booklet that helps you quickly improve your article writing Click here to read about: The Article Writing Online Live Course About this eZine and your subscription Remember to share this article All links must remain in the article. No textual amendments permitted. Interested in article writing? Have a look at: How To Write 4000 Word Articles Without Getting Exhausted Read and Listen Important: You are subscribed to the Free Psychotactics Newsletter. If you un-subscribe from this letter, you won’t receive any goodies, offers, or newsletters in future. If you’re getting duplicate newsletters, email us and we’ll make sure you get just one copy. Email renuka@psychotactics.com Privacy and Spam Policy I don’t rent, trade or sell my email list to anyone for any reason whatsoever. You’ll not get an unsolicited email from a stranger as a result of joining this list.

How To Use Contrast To Prevent Headlines From Going Flat (And Other Headline Tips)

📅 February 22, 2020 | View in Gmail

When do you write your headlines? At the beginning or the end? And more tips. How do you write headlines that work? If you’ve ever wondered if your headline is lacking some oomph, it might be because of an incredibly simple omission. It’s the lack of contrast. Contrast works in real life with colours, textures or flavours. Not surprisingly, it works with headlines too. In this episode we will look at When do you write your headlines? At the beginning or the end? Should you use HOW or WHY when writing headlines? How to use Contrast to prevent headlines from going flat. Let’s get started.

Announcing: The End of Writer’s Block (The Easy Way)

📅 February 18, 2020 | View in Gmail

Do You Often Hit A Wall Called Writers Block? Have you heard about talkers block? Way back in the year 2002, I had what you’d call bad days. Actually they were worse than bad. They were foul days. These foul days were my article writing days. I’d start off cheerily enough. I’d be inspired to write an article and would begin. And then something would happen—I’m not sure what. But it would bog me down. It would frustrate me, make me mad. I didn’t want to speak to anyone. I’d write draft after draft of the article. And two days later, after much agony, I’d get an article done—if it did get done. Many of my articles just went into an article graveyard. Most were half done. Or almost finished. But never quite done. And then one day I realised what I was doing wrong. And the moment that realisation hit me, my output just exploded. It wasn’t even a magic trick. It was something I’d known about for the longest time, but was resisting like crazy. But that was a turning point and I’ve never looked back. Writer’s Block is no longer a reality. In fact the opposite is true. So many articles, so little time.

Announcing! The End of Writer’s Block (The Easy Way)

📅 February 15, 2020 | View in Gmail

Writer’s Block is no longer a reality. In fact the opposite is true. Way back in the year 2002, I had what you’d call bad days. Actually they were worse than bad. They were foul days. These foul days were my article writing days. I’d start off cheerily enough. I’d be inspired to write an article and would begin. And then something would happen—I’m not sure what. But it would bog me down. It would frustrate me, make me mad. I didn’t want to speak to anyone. I’d write draft after draft of the article. And two days later, after much agony, I’d get an article done—if it did get done. Many of my articles just went into an article graveyard. Most were half done. Or almost finished. But never quite done. And then one day I realised what I was doing wrong. And the moment that realisation hit me, my output just exploded. It wasn’t even a magic trick. It was something I’d known about for the longest time, but was resisting like crazy. But that was a turning point and I’ve never looked back.

Why Onboarding Is Crucial (And Most Companies Ignore It)

📅 February 11, 2020 | View in Gmail

How automation doesn’t become a crutch but is a handy companion. There are three distinct stages before we order a meal in a restaurant. The first stage is when you’re standing outside the restaurant, deciding whether to go in. The second stage is when you get welcomed into the new space. Finally, it’s when you first get acknowledged after sitting down; you get a glass of water, and a menu. All of this happens so quickly that we don’t realise that every stage is essential. More so, the very same steps have to play out when you’re getting a client into a new space, like a membership site, course, or even an offline store. The first stage is before they enter your site or course. The second is how you greet them and the third and equally crucial stage is how you make them feel within minutes of entering that new space. These three sequential steps are what you’d call on-boarding. Every stage of on-boarding is vital because if we were to go back to the restaurant, would you be happy if no one received you once you entered? And having been assigned a table, how long would you wait before stalking off when you got no service? All of these ideas and this very sequence seems particularly vivid when we think of restaurants, yet we fail to roll out these systems when clients sign up.

How To Research An Article (Without Killing your Productivity)

📅 February 08, 2020 | View in Gmail

But there are ways to beat the pressure—and the pain? Believe it or not, there are ways. Researching an article is so frustrating because it’s time-consuming. But there are ways to beat the pressure—and the pain. Believe it or not, there are ways to be productive with zero last minute research. Let’s learn how to make advance research work for you, as well as in situations where you have no research at all. We will covers three core points about research: Why we tend to depend on research; Why advance research is more valuable than you’d expect; How to operate when you have no research at all.

How to Start Up with a Great Niche

📅 February 04, 2020 | View in Gmail

How do you define your niche? And how do you know when you’ve found one that’s rewarding? The toughest part of coaching isn’t necessarily coaching itself. Instead, it’s the niche, isn’t it? How do you go looking for the right niche? And how do you know when you’ve found one that’s rewarding as well as profitable? Let’s go back in time with the British Cycling Team and see what turned them into champions, and how their coach played a role. Hand washing is not exactly the activity you’d indulge in if you wanted to win the gold medal at the Olympics. Yet, that’s exactly what the British Cycling Team did at the 2008 Beijing Olympics. They hired a surgeon to teach the athletes to properly wash their hands, in order to avoid illnesses during competition. The team staff were utterly fastidious about food preparation. They even brought their own mattresses and pillows, so that the athletes could sleep in a familiar posture every night. What does all of this have to do with coaching? It might seem totally weird, even slightly crazy, but these were just some of the methods Sir Dave Brailsford, head of British Cycling used to turn his scrappy little bunch into world champions. British Cycling went from a terrible 76 year record of just one gold medal, to 7 out of 10 gold at the Beijing Olympics and then 7 out of 10 at yet again at the London Olympics. They’ve even won three out of the last Tour de France competitions, with only Italy interrupting their successful run.

Three Bizarre Learning Principles (And Why They Constantly Surprise Me)

📅 February 01, 2020 | View in Gmail

Three Bizarre Learning Principles (And Why They Constantly Surprise Me). If you’ve used some sort of learning techniques all your life, the core principles of learning should not mislead you. Even so, we get hoodwinked and it’s important to look at why we struggle with learning. Learning is odd. It should be logical, even progressive. Which is why we feel that we’re bad at learning. But if we recognise what’s really happening, we can move forward steadily. In this series we look at three sets of phenomena that I’ve personally encountered while learning. Here’s what I’ve learned about learning so far.

January 2020

Announcement: How To Avoid Painful Clients (And Get Clients That Are A Dream To Work With Instead)

📅 January 28, 2020 | View in Gmail

Testimonials lead a secret life. Understanding how they cause customers to buy is crucial. Nothing bugs you more than a painful client. A client who hassles you at every step of the way. A client who won’t pay on time. A client who takes up so much of your energy that you get drained. I used to have clients like that. And then at some point I stopped getting bad clients. Every single one of our clients were helpful, kind and extremely co-operative. Work became a joy instead of a painful exercise. And after a lot of digging, I found out the reason for the change. If you’ve ever struggled to get consistently good clients (or detailed testimonials for that matter) then you’ll find that this knowledge is more than just common sense.

Announcing: How To Avoid Attracting Painful Clients Every Time (The Power of the Six Critical Questions)

📅 January 25, 2020 | View in Gmail

Testimonials lead a secret life. Understanding how they cause customers to buy is crucial.

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Nothing bugs you more than a painful client

A client who hassles you at every step of the way.

A client who won’t pay on time.

A client who takes up so much of your energy that you get drained.

I used to have clients like that

And then at some point I stopped getting bad clients. Every single one of our clients were helpful, kind and extremely co-operative.

Work became a joy instead of a painful exercise

And after a lot of digging, I found out the reason for the change.

If you’ve ever struggled to get consistently good clients (or detailed testimonials for that matter) then you’ll find that this knowledge is more than just common sense.

It’s a bit of strategy you can’t do without.

Judge for yourself at:

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Regards

Sean

P.S. This is what Nicholas Anderson has to say:

“Honestly I just did not think testimonials were that complicated or involved.”

I figured you just ask some questions, get answers and slap them up on your website…but I’ve experienced trying to get testimonials from my students and feeling very deflated about it because the testimonials I got were, sometimes, really pathetic.

I felt like maybe my services were not that great at times, but it turns out I just wasn’t very good at getting testimonials.

This product showed me that there is so much more to getting testimonials that I never would have thought of. The answer to the how, why, and when of testimonials were extremely helpful and as a result I feel a lot more confident and competent when it comes to getting testimonials.

As a result of buying the product—I’ve been about to get some really great testimonials as a result of buying the book. I have more of a systematic approach now. I know when to get testimonials, what questions to ask, and feel a lot more confident that I will be able to get a really good testimonial when I want one.

It seems silly to me that this is the feature I liked most but being able to listen to it in addition to having the PDF is great. I hate reading off of a screen, so the audio helped me consume it better than just having the PDF. If I don’t consume it, nothing is valuable. I guess maybe that’s not silly then.

Three other benefits:

Knowing how to dive deep and get better answers than usual.
Knowing why some of your testimonials have been rather weak, and how to fix them.
Knowing the best times to ask for testimonials. This one was huge.

I was able to get great testimonials during a live event I did for my students, but I never would have thought to so that unless I had bought this product.

I would definitely recommend this product.

Go out and get some testimonials and feel what it’s like to wonder why people give lame answers, then buy this product and you’ll understand why your testimonials are lame.

Nicholas Anderson

WA, USA

Judge for yourself:Secret Life of Testimonials

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How To Avoid Writer’s Block

📅 January 21, 2020 | View in Gmail

You are motivated and didn’t run out of inspiration. So why can’t you write?

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How To Avoid Writer’s Block

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  (This email contains the complete article. However, you can also read or listen to it at these links: Read

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What should the name, Edmund Bergler be famous for?

If you ever get that question in a quiz, here’s the answer: writer’s block.

That’s because, in 1950, Bergler wrote a paper called “Does Writer’s Block Exist? Bergler wasn’t just shooting the wind. He’d been studying writers for well over twenty years and decided that writers didn’t just “drain themselves dry”.

They didn’t run out of inspiration, either. They were motivated, talented people who just seemed to be unable to write any more.

Bergler decided the best way to “unblock the writer” is through therapy. Yup, psychoanalysis was where you were headed for if you had the “affliction” of Writer’s Block.

Luckily we know a lot more about this so-called affliction today

And at least in some way, Bergler was right. It’s a psychological problem. Gladwell takes on this topic in the chapter on “Drafts and Revisions”. “Writers need to set realistic expectations,” he says.

To avoid that menacing feeling of failure, we all need to set the bar a little lower. A writer often measures their output based on random benchmarks, e.g. 1000 words a day.

Anxiety and frustration are constant companions for such writers. The more pressure you exert on yourself, the more likely you are to put some serious barriers in your progress.

It’s essential for a writer to know how to tackle the writing process

“The truth is, you can’t write a lot in a day. It’s demanding creative work and physically and mentally strenuous. It wears you out,” says Gladwell. And he’s exactly right.

An idea isn’t fully formed when you start writing.

That idea morphs, changes and may even need to be discarded. “I find myself mulling over something in my head for ten times than it takes me to write it,” says Gladwell. “If I have a good page, I’m delighted”, he says.

If you were to look over the shoulders of people who write a lot, you’d find they’re frustrated a lot. And this doesn’t just apply to writing. When I’m drawing a cartoon, for instance, I’ll head to the cafe or the library with no idea what I’m about to create.

All I have is a sort of vague idea or concept, and I’ll put pencil to iPad and doodle. But at first, the ideas are pretty dull.

Then another thought may cross my mind, or I may check Pinterest, and the idea will form into something entirely unexpected. Take, for instance, a drawing I did the other day about “how to warm up your copywriting”. I stared at the iPad willing it to send me an idea, but I had none.

The usual heater, hot sun etc. ideas came to mind, but they were boring. Then I saw a hot water bottle. That set the chain of thoughts in progress, and voilà, I had an idea worth keeping.

But this ideation process is only fun at the end, and it’s inconsistent. The only thing you can guarantee is that you’re going to spend a lot of time thinking, getting distracted and then jumping on the tiniest sliver of inspiration.

Writing is remarkably similar

Recently I was writing the notes for the Sales Page Workshop, and I was blank. Bear in mind this wasn’t a project that was starting out from scratch. I’d conducted this workshop in Queenstown and had slides with detailed explanations.

Even so, I was blankly staring at an image of a panther I’d dragged onto the page. I was sure that the notes somehow connected to this panther, but I couldn’t figure out what to do.

“If you complete just three-four paragraphs a day, that’s great,” says Gladwell

“If you set yourself up to do a lot more than that, you’re really setting yourself up for disappointment. A few good paragraphs represent a substantial achievement”.

Often when I’m writing, I don’t even bother to write at all. Instead, I just outline. I may choose to outline on a plain piece of paper. On other days, I may use the iPad or instead use a mind map software. It’s impossible to tell what mood I’ll be in, but the goal is to clear my thoughts.

A single chapter will have one mindmap, then another and another

By the end of the week, I have raced through six or seven mind maps, but not a single word on the page. It’s maddening, even when I know what’s happening. And what’s unfolding is a sense of clarity. Some writers like Gladwell choose to write a few paragraphs, then stop for lunch and do something else like interviewing.

My system is to get to the cafe, look out blankly at the window and create a mountain of mind maps over several days. When I’m ready to write, I’ve done most of my thinking and refining, and it’s all go, go, go, but no, we’re not headed to the end of the document.

After the drafts come the revisions

I won’t let anyone see my work while I’m creating it. And I won’t write based on what clients want, either. I will write what I need to write, and when I’ve got the entire chapter down or even a few chapters, that’s when I send it out to David G. David is one of two or three people whom I trust to go through my work.

David is a client, not an editor, but he has a certain way of looking at a book that appeals to me. He improves my thought process. Teresa R is the other person whom I’ll rely on a lot.

She tends to be very picky about elements I tend to gloss over. For instance, I once wrote: Everyone knows what a “red moon” is all about, right? And she came back and said no. I had to clean up my writing as a result.

All of these revisions are for books and course notes, but back when I started Psychotactics, I had another client, Chris Ellington. Chris would rip through my work, and I’d be looking at dozens of changes and tearing out my hair in frustration. The revisions come at a later stage, but it’s just as frustrating to deal with them, as it seems to impede your progress.

Instead, what’s happening all the time is your work is improving

With enough time, your ideas get sharper, the concepts are explained better, and your product becomes far more finished than if you just dashed it off in a hurry. All around you, you’ll have business writers who will gleefully tell you how they wrote a book in super-fast time and usually, the text reads like that.

It’s not carefully crafted; the stories lack pace or restraint. The entire book feels like a meal of scrambled eggs—a real rush job. That’s not as if to say you have forever to create a book or an article.

At Psychotactics, we tend to set a deadline

Our course notes are promised to clients by a fixed date, which is usually one month before the course begins. If I’m writing a book, I’ll pre-sell it and give a specific date. And to make it easy on myself, I’ll split a single topic into three books.

Which is why ‘Black Belt Presentations’ has three books—and so does Dartboard Pricing. Could it be one long book? Of course, but the split gives the reader some breathing space, and if you happen to reach the deadline and the project is unfinished, you can still deliver two books, and send the third one a week or two later.

Writing just a little every day, thinking about what you’re writing—it’s all part of the process.

No matter whether you use Gladwell’s system of writing three-four paragraphs or a page or so a day, or whether you use mind maps, it’s all the same. You’re heading to the goal at a glacially measured pace.

Hurry it up, and you’ll put enormous pressure on yourself and head right into the realm of Writer’s Block. But even if you do, go back to the mind maps, or reduce the pace and you’ll find yourself moving yet again.

No Writer’s Block, no psychoanalysis. Sounds good, doesn’t it?

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Announcing: Why some Books Stand Out (While others Fail Miserably)

📅 January 18, 2020 | View in Gmail

How To Create Non-Confusing InfoProducts—The Stop-Go System

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Why would anyone want to write a book?

And yet, we know the power of the book because we read books

It’s just this writing process that’s a real pain

I didn’t realise it back then but The Brain Audit became a doorway

But aren’t there already millions of books on the same topic?

And how does a book become easy to read and remember? You do it with:

• Structure • Stories • Summaries

You might not realise, for instance, that summaries rock.

And structure.

Without structure it’s easy to get hopelessly lost.

You can spend months going around in circles trying to figure out which part to keep, which part to drop.

And this is why amazing books are hard to find

• Learn how to structure. • Learn how to craft stories in a compelling way. • Learn the immense power of summaries.

Did you collect your free goodies? Did you read the piece on the “One Concept”?

That’s your starting point to creating a far more effective info-products.

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Sean

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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Announcing: Why most Panning Fails (The Critical Importance of Chaos in Planning)

📅 January 14, 2020 | View in Gmail

I didn’t think that a Chaos Planning System would apply to me. I’m always well organize.

  There is a cartoon here

https://www.psychotactics.com/products/chaos-planning-forget-business-planning-and-goal-setting-start-with-chaos-planning/

So year after year you sit down and create a list of things you want to achieve.

And what’s worse is that you’ve read all the books on planning as well.

Aha…here’s a 35 Page Report: The Chaos Planning System

That will help you move ahead. So have a look at this product and judge the value for yourself.

https://www.psychotactics.com/chaos-planning

Warm regards,

Sean

P.S. You also get the book—Pronto Learning: Insiders Tips To Speed Up Your Learning

https://www.psychotactics.com/chaos-planning

  Testimonial: Chaos Planning

https://www.psychotactics.com/products/chaos-planning-forget-business-planning-and-goal-setting-start-with-chaos-planning/

“I realized that now I am able to accomplish a lot on my endless “To Do” list”

“I didn’t think that a Chaos Planning System would apply to me. After all, I always thought that I’m well organized. But, after reading the report, I realized that while I am able to accomplish a lot on my endless “To Do” list. I always struggle with finding time to work on important projects and feeling like I got something done.”

Marina Brito, VA, USA

Judge for yourself

https://www.psychotactics.com/chaos-planning

  Testimonial: Chaos Planning

https://www.psychotactics.com/products/chaos-planning-forget-business-planning-and-goal-setting-start-with-chaos-planning/

“Since putting Chaos Planning into place my stress levels have gone way down. It’s a beautiful thing!”

I would recommend this product—It was an easy read and an easy implementation, and since putting it into place my stress levels have gone way down. It’s a beautiful thing!”

Dan Wagner, USA

Judge for yourself

https://www.psychotactics.com/chaos-planning

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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Announcing: Why Most Planning Fails (The Critical Importance Of Chaos In Planning)

📅 January 11, 2020 | View in Gmail

Since putting Chaos Planning into place my stress levels have gone way down.

https://www.psychotactics.com/products/chaos-planning-forget-business-planning-and-goal-setting-start-with-chaos-planning/

So year after year you sit down and create a list of things you want to achieve.

And what’s worse is that you’ve read all the books on planning as well.

Aha…here’s a 35 Page Report: The Chaos Planning System

That will help you move ahead. So have a look at this product and judge the value for yourself.

https://www.psychotactics.com/chaos-planning

Warm regards,

Sean

P.S. You also get the book—Pronto Learning: Insiders Tips To Speed Up Your Learning

https://www.psychotactics.com/chaos-planning

“Since putting Chaos Planning into place my stress levels have gone way down. It’s a beautiful thing!”

I would recommend this product—It was an easy read and an easy implementation, and since putting it into place my stress levels have gone way down. It’s a beautiful thing!”

Dan Wagner, USA Judge for yourself

https://www.psychotactics.com/chaos-planning

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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Let’s Just Get To The Bottom Of This Hill, Mr.Frodo

📅 January 07, 2020 | View in Gmail

Imagine thirty thousand menacing obstacles in your path to success. How can you win?

  Psychotactics

http://www.psychotactics.com/

Let’s Just Get To The Bottom Of This Hill, Mr.Frodo

https://www.psychotactics.com/art-frodo/

  (From the archives: One of the most read articles. You can read the article on the website as well).

https://www.psychotactics.com/art-frodo/

Imagine thirty thousand menacing obstacles in your path to success

You’re dehydrated. Hungry as hell. And wobbling like a drunk on too much Guinness. Your eyes hurt, your head throbs and your will is all but broken. You’re not even sure you want to go on.

You feel like Frodo

As in the character Frodo, in the final episode of the ‘Lord of the Rings-The Return of the King.’

Terror and dismay gleam from Frodo’s big, expressive blue eyes. In the distance, he can see his goal. But it seems to him like he’ll never get there. He turns to Sam and says in a defeated tone, “Sam, it’s the Eye,” referring to the eye of Sauron - the enemy he must destroy.

And Sam turns to Frodo in a soft, encouraging voice and says, “Let’s just get to the bottom of this hill, Mr.Frodo.”

Let’s just get to the bottom of this hill, Mr.Frodo.

I spoke at the World Internet Summit in Sydney, Australia, a few years ago. And I saw about two hundred and fifty Frodos in the audience.

Confused. Weary. Inundated with dozens of tactics and strategies about the Internet, their eyes stared into nothingness. Frozen stiff at the task of having to build an Internet business from scratch, almost all of them seemed to have a cross too heavy to bear.

And they didn’t exactly have Sam to egg them on

I said to them, like I say to you. “Let’s just get to the bottom of this hill, Mr.Frodo.”

Then we’ll do the next hill, and the next and the next, till we get to our destination.

You’re bound to be struggling. I struggled at Yoga class. I’m a first-class doofus. Five minutes after we start the class, I wonder when it’s all going to end. I look at the ‘human pretzels’ twisting and turning to the left and right of me, and I can’t ever see myself being so flexible. And I despair.

But I’ve got my own personal Sam. I simply say to myself: “Let’s just get to the bottom of this hill, Mr.Frodo”

And hurrah, yippeee yahooey, I actually made it past

Yoga session No.2.

Presenting: Info-Product Free Goodies

How To Create An Effective Info Product

https://www.psychotactics.com/infogoodies

https://www.psychotactics.com/general/information-products-live-workshop-form/

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  Top-Selling Products Under $50

Chaos Planning Forget Business Planning and Goal Setting. Find out—How ‘Irregular’ Folks Get Things Done.

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The Brain Audit The Brain Audit has been around for many years and is unique because it has over 800 testimonials on the Psychotactics website and over 100 testimonials on Amazon. Find out—How to market in a way that is respectful to your customers, yet powerfully compelling.

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Story Telling Series How to have that zing in your articles—to catch the attention of the reader and keep them interested?

http://www.psychotactics.com/products/story-telling/

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Presenting: Info-Product Free Goodies

How To Create An Effective Info Product

https://www.psychotactics.com/infogoodies

https://www.psychotactics.com/general/information-products-live-workshop-form/

Free Actionable Reports

Report: How To Win The Resistance Game

https://www.psychotactics.com/free/resistance-game/

Report: “Why Headlines Fail (And how to create headlines that work)”

https://www.psychotactics.com/free/headlines-fail/

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Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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Announcing: How To Get $75 Worth Of Info-Products Goodies (Absolutely Free!)

📅 January 04, 2020 | View in Gmail

Why A Crappy Name Will Bury Your Book or InfoProduct

https://www.psychotactics.com/general/information-products-live-workshop-form/

I don’t know if you’ve read a watercolour instruction book before.

And then you open the book, and guess what? One page. One measly page.

One measly page among about 150 pages of the book has been devoted to ‘values’.

What just happened?

The instructor told you what was important, and then failed to drive home that importance in greater detail.

Why?

Because there’s so much to teach that they feel a need to rush from one thing to the next; one concept to the next.

And it’s approximately what we tend to do when creating an info-product.

Read this piece on the “One Concept” as well as five other pieces.

That’s your starting point to creating a far more effective info-product.

You will also learn about:

Click here to get this goodie.

(You will be asked to opt-in)

                Information Products Free Goodies

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Warm regards

Sean

P.S. Also look out for two more free goodies in the coming weeks

Goodie 2: Three Ways To Write A Stunning Report Overnight

Goodie 3: Product Sequencing: How to guide a customer along a clear purchasing path.

Psychotactics, PO Box 36461, Auckland, Auckland 1330, NEW ZEALAND

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December 2020

Last day for special offer: Why Clients Buy (And Why They Don’t)

Announcing Special Offer : Why Customers Buy (And why They Don’t)

How To Stop “Perfectionist Clients From Sabotaging Their Own Success”

Announcing:The 5-Part Info-Product Series: How To Create Information Products That Sell

How To Create Intensely Catchy Book Names (Without Too Much Of A Struggle)

How To Recalibrate Your Life’s Priorities (Despite The Unending Torrent Of Work)

Last Day For Special Offer: (New!) Website Components 2.0-How To Create Compelling Pages On Your Website + Special Bonus

Announcing (New!): How To Create Compelling Pages On Your Website + Special Bonus (Valued at $45)

Long Read: How Do You Incentivise Clients To Finish A Course?

November 2020

How To Avoid Duds And Time-wasters When Hiring Or Outsourcing Staff

Announcing! How to Speed Up your Sales with Client Attractors

Pre-sell Goodies 5 : How Pre-sell Helped Reduce Frustration by 75%

Announcement: How to Speed Up your Sales with Client Attractors

Pre-sell Goodies 4: Why Pre-Selling Products Is A Sound Marketing Strategy

How To Overcome The Impostor Syndrome (By Understanding The Psychology Of How It Works)

Pre-sell Goodies 3: Why Failure Is Just A Pre-Sell For Success

How To Create A Pricing System That Helps Increase Revenue And Free Time

Pre-sell Goodie 2: How To Strategically Tackle Promotion Of Products and Services

Announcing: How To Get Customers To Buy, Long Before They Pay

Presell Goodie: How To Make Products Attractive Again

Presenting Pre-Sell Goodies: How To Get Customers To Buy, Long Before They Pay

Is Leadership A Disadvantage In A Company Of One?

October 2020

How To Write Long Or Short Articles ​​​​​​​(The Power Of Examples)

Last Day for Special Offer—Dartboard Pricing + Bonus! 5 Steps To Starting Up A New Project Successfully’

Announcing: Dartboard Pricing—How To increase prices without losing customers + Special Bonus Valued at $49

How To Use Simple Stories (To Pre-sell Your Products And Services)

Why You Need To Start A Project – Not A Business

Hard Work Vs Luck: Which One Is More Dependable?

Tiny Saturday Request

Why Three Precise Fixes Can Quickly Improve Your ‘About Us’ Page

Announcing: How John Forde (and Sean D’Souza) Got Me to Write Articles

September 2020

Announcing: How To Put That Zing Back in Your Articles ( And Get The Attention Of Your Reader)

Announcing: How To put That Zing Back in Your Articles ( And Catch the Attention of The Reader)

How To Use “Transition Techniques” To Keep Your Reader Locked Into Your Article

Announcing: How To Become An Expert (In your Customer’s Eyes)

The Magic Of Set Up: Why Some Courses Are Better Than Others

Announcing! How To Become An Expert In Your Industry

Last day: How To Join 5000bc (Without being on the Waiting List)

Announcing: How To join 5000bc (Without Being On The Waiting List)

Why Writing 800 Words Every Day Could Be Hindering Your Article Writing Progress

August 2020

Announcing: How do you create your uniqueness that stands the test of time?

Announcing: How To Speed Up Article Writing (The Easy Way)

Announcing! The End Of Writer’s Block (The Easy Way)

How To Avoid Time Overruns When Making A Presentation

Announcing: How To Make Your Product Or Service Stand Out (Among All the Noise)

Last day for special offer: Why Clients Buy (And Why They Don’t)

Announcing Special Offer : Why Customers Buy (And Why They Don’t)

How To Avoid Hype And Still Get Clients—The Mental Judo Lesson

Announcing:The 5-Part Uniqueness Series: How to Create Your Uniqueness that’s Difficult for Competition to Replicate

July 2020

How To Structure Your Information Product Giveaway (With Passion)

Announcing: How To Start Up Online (Without Going Around In Circles)

New Product: How To Start Up Online (Without Going Around In Circles)

Announcing: Why Some Books Stand Out (While Others Fail Miserably)

Mindset Vs Skillset: Which One Slows You Down?

Back To The Future: Why The 2020 Strategy Is A Lot Like 2000

Announcing: How to Get $75 Worth of Info-Products Goodies (Absolutely Free!)

June 2020

Announcing: Why most Panning Fails (The Critical Importance of Chaos in Planning)

Announcing: Why Most Planning Fails (The Critical Importance of Chaos in Planning)

How To Create Intensely Catchy Book Names (Without too much of a Struggle)

3 Ways To Rapidly Transition From Task To Task (And Avoid Getting Distracted In The Switchover)

The Impostor vs The Beginner Syndrome (And Why They’re not the Same)

One Special Announcement: How to Liven Up Your Website, Blog or Presentation with Cartoons

How To Accelerate Learning (And The Surprising Power Of Fun)

One Announcement: How To Liven Up Your Website (The DaVinci Cartooning Course)

Announcement: How To Speed Up Your Sales With Client Attractors

May 2020

Announcing! How To Speed Up Your Sales With Client Attractors

Why Writing Headlines Can Be An Excellent Brainstorming Exercise For Real Articles

Why The Psychotactics Year Plan Starts With “Beer”

How To Accelerate Client Learning (Using Spaced Repetition)

Why A Hundred Year Old Marketing Book Matters More Today (Than Ever Before)

Last Day for Special Offer—Dartboard Pricing + Special Bonus (worth $49)

Announcing: Dartboard Pricing—How To Increase Prices Without Losing Customers + Special Bonus Valued at $49

How To Write Long Or Short Articles (The Power Of Examples)