Martin Stellar - Coach & Consultant for ethical sales and business growth

Martin Stellar - Coach & Consultant for ethical sales and business growth

The Insider 'Secret' That Gives Copywriters Magical Powers

Copywriting is an intimate process.
Surprising?
Thing is, a copywriter can’t do anything to generate a sale until he knows who the buyer is.
But I mean: he has to REALLY know the buyer. Intimately.
We do tons – entire days or even weeks – of research. We routinely submerge ourselves in the world of the ideal buyer.
If you tell me to write copy for midwives – Give me a week and I’ll be a qualification and a license away from being able to assist a delivery. (Metaphorically speaking – do NOT send me any soon-to-be mothers).
Ask me to write about the building industry, and by the time I’ve done enough research to start writing, I could technically start a building company and make it succeed.
We do so much research, that by the end of it we practically ARE your customer.
And only then do we start writing.

Read moreThe Insider 'Secret' That Gives Copywriters Magical Powers

Why You Should Hang Out With People You Look Up To

Don’t you just love being the smartest kid in the class?
I sure do.
Question is: smartest compared to what?
See, we all like to have our ego stroked.
I sure do.

One of the easiest ways to do that is hanging out with people who look up to you.
They’re impressed, they’re grateful, they challenge your knowledge – and you end up feeling good, helpful, smart.
Not wrong in itself, but it has bad consequences.
If you spend a lot of time – online or offline – with people who look up to you, you miss out on something important: challenge.

Read moreWhy You Should Hang Out With People You Look Up To

How to Test Your Copywriter With Tough Questions

Client got on the phone yesterday, ordered a 3-piece email series.

We had a constructive talk and he asked me to send an invoice.

In the morning, there was no money but a question instead:

Martin, since I run a charity, margins are really very thin. Every dollar really counts with us. Do you feel confident that my investment with you will get sufficient response?

 

I just LOVE that question.

For one thing, because this person appeals to my honesty.

He wants to be confident his money will be spent well.

And he’s looking to see whether or not that matters to me.

Dude… Of course it matters. A lot.

In fact, I wouldn’t even take a job if I don’t feel it’s going to be a worthwhile investment for my client.

Read moreHow to Test Your Copywriter With Tough Questions

I Bet You're Not Doing This – But Really You Ought To

Here’s something you’re probably not doing.

Which is a pity because it could get you a lot more business.

I’m talking about testimonials, and specifically: asking for them.

Scary?

Doesn’t have to be.

Shouldn’t be.

Not if you time it right.

What’s the best time to ask a client for a testimonial?

Read moreI Bet You're Not Doing This – But Really You Ought To

You Probably Won't Get It If You Don't Ask

If there’s one thing are scared of in business, it’s asking for the sale.

People are generally just petrified of it.

“I’ve told them the price, explained what’s in the box and how it’ll help them. Now it’s up to them to decide.”

Nope.

It’s up to you to ask if they want this thing you have on offer.

Think about it: they take the time to read your stuff, or to talk to you.

They take an interest in what you do.

So much so that they are considering the price.

Read moreYou Probably Won't Get It If You Don't Ask

The One Word That Guarantees Nothing Will Get Better

I was talking to a friend the other day about her business.

She runs it with her husband, and it’s not easy for them at the moment.

I, like several other of their friends, try to suggest solutions.

Ideas to try, in order to attract more business.

All of us meet a wall built of solid reinforced concrete: “NO”.

Read moreThe One Word That Guarantees Nothing Will Get Better

Who You Know and What You Know Aren't as Important as HOW YOU are Known

View this email in your browser (*|ARCHIVE|*)

A subscriber writes in with a question:
Is it really who you know, not what you know when it comes to getting ahead? Is it a closed door policy or open? I have been at this art career professionally for 10 years (mind you, I have carried two children, did the tree change and bought a family business within those years) but I have yet to really be ‘seen’. I have finally secured 2 great solo shows in regional art galleries and we are off to Italy next year for an artist residency but I’m still feeling challenged by the Australian bourgeoisie ‘art society’. My aim is to secure a professional, commercial Sydney art gallery but I seem to be invisible.Really great question too, but unfortunately it isn’t relevant.

That is to say: it’s not in your control who you know – you can reach out all you like, but in the end it’s not up to you which influencers pay attention to you.

And what you know, well that gives you no prediction of how far you can go.

What you can control however is how people know you.
In other words: your brand, your personality, your perceived value as a provider – what you’re about, why you would matter to a buyer.

That part, you can completely control. That’s the part you own, and that’s the only thing you need to concern yourself with.

Read moreWho You Know and What You Know Aren't as Important as HOW YOU are Known

Exactly How Smart Are You?

“I’ve got a great idea for you!”

“But of course, you’re doing it wrong. Why don’t you try abc?”

“What you should do, is (xyz)”

We all receive advice, whether we ask for it or not.

The question is, what do you do with it?

Most people just won’t take advice, no matter how good it is.

Which is why these days, I don’t bother dishing out advice.

Hardly any point in it.

Last week I was having coffee with a friend, when Elisabeth showed up.

She’s a German lady, speaks four languages and has quite some clout as a business consultant.

But she is clueless about marketing or being a freelancer.

She sat down, ordered coffee, and explained she was sending her resumé to hotels, to see if there’s a waitressing job available.

So I said: “You could also forego that, and set yourself up as an independent consultant, you know?

It’ll be hard work and it’s going to mean writing TONS of content, but if you write well you can probably pull it off.”

Read moreExactly How Smart Are You?

No, But I Mean It: Specialise (If You Want to Live)

Looks like my email about specialisation the other day caused some anger.

A reader replied by writing a blog post.

It’s in dutch so I’m afraid I can’t share it with you.

The gyst of it is that this reader diversification a hallmark of being human.

Which I agree with.

It doesn’t get you your daily bread though.

Read moreNo, But I Mean It: Specialise (If You Want to Live)

Tell Me What to Do – Don't They Know How Arrogant I Am?

Had an interesting conversation with a few smart local femtrepreneurs the other day.

They were asking me about my habit of emailing daily.

And they were trying hard to convince me that it’s a bad strategy.

“You’ll bore people”
Nope. People mail me back to say thanks.

“They flag you for spam”.
Not so. I get hardly even any unsubscribes.

“People just ignore you”.
Not true either. It gets me consistently high open rates.

Read moreTell Me What to Do – Don't They Know How Arrogant I Am?

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