Don't Be Like an Andalusian… If You Want to Make a Profit

Just got back from the printer’s, getting a pile of shiny copies of LEAP #2.

I wanted to do it last Saturday, because the plan is to send them first week of the month.

But, the sun was out and hey, wouldn’t you know it?

Apparently nobody in Andalusia needs printing services on a Saturday.

I kid you not: I spent 2 hours driving through 2 towns, looking for a printer’s that’s actually open – but nope: “We’re at the beach!”

Now before I rant against the unprofessional attitude of the Spanish, let me just shake my skeleton at you for a bit: Obviously, it was my fault for waiting till the last moment. After all, you just never know if something unexpected happens.

That said: How do they justify that kind of stuff?

I mean, nearly all companies on this coast are in trouble of some sort.

They all complain that there’s fewer tourists, and that there’s much less money to spend, and that people just don’t buy stuff like they used to.

And right after the rant and the complaint, they turn back to Flakebook, where they proceed to while away their time doing zero for their business.

I don’t understand it.

If I had a shop to open each day, and too many hours without customers, I’d be learning my ass off.

I’d be studying, networking, creating new products, making phone calls and landing pages,  – I’d be learning how to get in front of more people.

But noooo… there are far too many cat pictures that badly need to be Liked, and those motivational quotes aren’t going to share themselves, you know?

If a guy has opening hours that include Saturday, and Saturdays are quiet – then I’d say going to the beach is a sure-fire way to guarantee that Saturday will never see more customers come in.

Obviously, there’s quality of life to be considered.

But guess what, Slim? Quality of life goes down the drain fast if business isn’t running well.

Like that buddy of mine last year, whose business was about to close, and he was about to lose his house too.

I call him up: “How goes?”

“Bored, Martin. Really bored. I’m playing solitaire”.

Dude… his business gone, his house sold from underneath his ass – and the best he can do is play solitaire? Ayayay.

Oh well, not everyone has the drive and motivation to put in massive action.

If you do though, if you take massive positive action, things will change and improve.

So, you know: enjoy life like an Andalusian, just don’t run your shop like they do.

Anyway: if you’re a LEAP subscriber: Your next issue is on its way.

If you’re not: What’s wrong with you?

You just missed a massively dense second issue, about list building – AND it came with a special, 4-page bonus cheat sheet that shows you how to very quickly create a minimal viable product with which you can fix cash flow problems, real fast.

So, don’t miss out on LEAP #3, ok?

http://martinstellar.com/leap-to-more-sales/

Cheers,

Martin

The Blind Leading the Blind – Let's Put 35 Together, That'll Make 'Em See!

Thinking about that networking even I went to the other day.

Basically, it’s just another form of multi-level-marketing. That beast just won’t die, it seems.

Old wine in new skins, and presto: another decade of massive profits – for the owners.

The participants though, the members?

Well, they’re expected to bring new members in.

Those new ones sign up, pay the annual fee, and thereby become recruiters for the company.

Which, in itself, isn’t necessarily bad or wrong – though it’s shady at best.

The problem though is that all the members there are equal: they’re all there because they need more business.

And that’s a massive problem: if you need more clients, or more exposure – is it really in your interest to spend time with other people who also need more exposure?

It’s like putting ten blind people in a room together, with the assumption that en masse, they’ll see better.

But they won’t, because they’re blind. All of them.

In that room, where the Yakety-sax business card hunt was going on, I saw the stark naked, ugly reality of corporations dicking with us normal people.

“Hey, join us! It costs hundreds a year, we won’t teach you anything, but you’ll get to hang out with people just like you!”

It’s a rip-off, in my opinion. And it’s really bad thinking, too.

They say a person is the sum total of the 5 people you spend most time with.

I don’t know if that’s a fact, but I can tell you this: If you want to rise, to elevate yourself and to further your person and your business, you’ll get far more of that if you hang out with leaders instead of with your peers.

If you want to elevate yourself, find someone who knows things you don’t, or has gone down the path you’re currently on, and learn from them.

Learn from me if that floats your boat, or from anyone else if they have more to show than I do, I don’t care.

Just don’t make the mistake of thinking that another blind person can lead you out of the desert, because they can’t.

Misery loves company. Don’t fall for it. Especially if there’s an international company behind it, trying to tell you that it’s worth your money and time to share your misery with others.

You’re better than that. Stronger. Smarter.

You have the capacity to learn, so find people to learn from, and watch yourself grow.

To your success,

Martin

P.s. Come, let’s do a writing mentorship –> http://www.martinstellar.com/starship-mentorprise-writing-coach/

Just Because You Can Doesn’t Mean You Should (aka: Football sucks, Suarez is a Prick)

Today on the news, the famous footballer Diego Maradona put on the whiney, following an incident during a recent world cup match.

Some player named Suarez bit an opponent on the shoulder. One of many incidents of personal violence and aggression Suarez has displayed over the years.

He’s now been suspended from several matches, and Maradona responds: “It’s too harsh, why not send him straight to Guantanamo Bay?”

Yeah, indeed. Poor, poor Suarez. Being suspended like that, just for, you know, biting someone.

It’s unfair. Boo, hoo hoo.

Geeeez, people…

Suarez, from the clips I’ve seen, is a real asshole. He’ll launch himself while running, and land, ankle first, right on top of another player’s ankle. Hard, with his full weight.

In slow motion, you can literally see the other’s joint bend and wrench and stretch.

That guy will be out of play for the rest of the season.

Suarez goes for the kill, he’s out there to do damage.

And, he does it.

He doesn’t completely get away with it because he does get suspended, but he does achieve taking out another, probably very strong, player.

Somebody, not sure if it was FIFA, apparently said: “Yeah, well this is football”.

Funny that.

I always thought football was a game.

Then I learned that no, football is business.

This week though, I learned that apparently, football is war.

He thinks he can get away with it, and to a degree, he can. He probably doesn’t mind the consequences, since he keeps creating them for himself.

But just because you can do something, doesn’t mean you should.

Point in case:

One of my readers – the photographer I wrote about last week.

Following the free consulting call in which she tentatively said: “Want to work with you”.

I thought about it, and made her a massive, rock-solid, tons-of-extra-value offer.

It’s a package I know for a fact will help her.

I also know, from her emails over the months and from the call, that’s she’s pretty damn ready for some solid ‘Jimmying-up’ at the hands of a certain Stellar.

She’s ready to launch – someone just needs to guide her finger to the big red button.

From a sales point of view, she would technically be considered something like ‘sold, but she doesn’t know it yet’.

In other words, I could simply use some sales strategies, she’d get off the fence, and we’d start working together.

I’m not the best salesman in the world, but this sale would really be a cinch.

But just because I can, does that mean I should?

It would help her business.

It would allow her to leave behind commercial photography and quick smart get into making what she has always wanted.

And get paid for it.

It would also bring me money, which is never bad.

(I’ve got some BIG plans I need to raise cash for. That ‘no more girlfriends for me, my life now has a mission’ bit from last month? That’ll cost at least $60.000 to completion, and possibly as much as four or five years. But I’m telling you just as a teaser, it’s a story for another day).

On topic: Mrs. X wants to leap, she’s ready for it, equiped, networked, qualified.

She herself has said as much, without realising it.

She also said, literally, that she hopes to soon take me up on my offer.

With luck, I could possibly make that happen before this day is out. Who knows.

But should I?

Would that ‘little push’ of mine really help her?

If I’m true to my own rule that relationships (and sales and marketing too, therefore), really start with listening, then I need to listen to her.

And I’m hearing ‘Not yet’, and for a number of no-BS reasons.

Do I push?

Do I wait?

Neither.

I’m going to go back to her email and ask her one simple question.

With the answer to that, it’s up to her to decide.

Because no matter how much I believe in the value and effectiveness of my work, I don’t prosyletise, I don’t preach (aside from preaching email marketing as the best and funnest way to get sales), and I don’t ‘convert’ – not in that way. I’m just not that kinda girl.

If someone is ready, I’ll help them over the hump.

If they’re not ready – they get to take the time they need.

And ultimately it’s up to them to decide whether they’re ready or not.

That’s what I call ethics in sales.

That said, I’ll show up every just to suggest and tell her (and you): “Hey, if today’s the right day, I’m here when you want to start.”

A strategy that I recommend you use as well.

Anyway, LEAP issue 2 is going to the printer’s next week.

In case you’ve missed out on issue 1: Do NOT let this one slip by.

It’s going to show you a very simple, step by step action plan for getting your first 30 subscribers – a minimum viable list.

If you’ve already got a list, the steps will help you get even more people on it.

But, it also comes with a bonus action plan: “How to earn this $79 back before the month is out”

Follow the steps, and you’ll more than likely recoup the cost of your first month a few times over.

It’s called a no-brainer.

And this is called a sunny day, so Ima leap onto my bike and motor down to the beach for a quick swim, before I go back to building your first leap to sales for you.

http://martinstellar.com/leap-to-more-sales/

Cheers,

Martin

I'm Shocked – He Did WHAT?

Just heard an example of some of the most blatant, grotesquely incompetent business practice you could imagine.

Somebody should chain that idiot to his mixing desk… honestly.

 

Here’s the story:

Some six years ago, I met an English couple, who were visiting here in town.

They invited me and my then-girlfriend over for dinner, and we were introduced to their daughter.

She was about 22 then, and she had just started recording her own songs, with the same producer who does Joss Stone’s records.

Wine was uncorked, fun was had, demo tapes were played – her artist name is Ava Leigh – and we were just blown away by her voice.

That chick has TALENT. Amazing. What a voice.

And with a big name producer, her future should have been peachy.

Except, Mr. Producer got involved in promotion, and I just wish he hadn’t…

 

Some time after visiting my town, Ava performed in a large nightclub in London.

Jools Holland, the famous guy who keeps revealing enormous talent on radio and TV, was in the audience.

He was digging that stuff, and not a little bit.

And Jools Holland is influential: if you get to talk to him, a world of possibilities opens up.

The most logical is being on his TV show, and get seen by oodles of music lovers.

 

Quite the opportunity. All lost

Show ends, Mr. Producer goes up to Mr. Jools, and hands him a CD of the new songs.

Except – you won’t believe the sheer stupidity – he gave the man simply a home-burned CD. Without a case, without as much as a sleeve.

No photo, no contact details, no liner notes. Nothing.

Not even effing track titles!

It just said, written with a felt-tip pen: “Ava Leigh”.

A few weeks later, Jools is recording his radio show.

“Now I’m going to play a track by Ava Leigh – but I can’t tell you what it’s called because there’s no info with the CD, no track numbers. Enjoy”.

Talk about screwing up the biggest chance you could get…

She could have been on national TV, in front of exactly the right audience.

But because there was nobody who knew what they were doing, from a promotional point of view, she lost her big chance.

Shocking, that an industry insider like that producer could do something so incredibly dumb.

They should have just created a simple but nice little liner, with track titles, a photo, website and contact details.

A handwritten note saying “Mr. Jools, thank you so much for coming to the show. Hope you enjoy the CD”.

Simple.

Personal.

Practically free (what’s the cost of printing off one page on glossy paper?)

Effective.

But it didn’t happen.

 

The moral of the story:

Whether you make art, or music, or copy, or anything: you need to know how to promote and sell that stuff

And if you’re going to rely on someone to do it for you, for God’s sake choose someone whose job it is to do that stuff.

You don’t ask a baker to cook up a four-course meal – you get a chef to do it.

Or, you take a cookbook written by a chef, and learn how to do it yourself.

For which purpose I’ve cooked you up some LEAP.

Spend a few months with me, and I’m pretty sure you’ll never do anything like what that guy did.

And, you’ll probably get a ho’ bunch more sales, too.

In fact, LEAP #2 is going to be special: It’ll show you how to, very quickly, build a small but viable list, and it’s going to come with a free bonus cheat sheet telling you how to, within a month, earn at least the cost of LEAP back that very month.

Stay tuned, I’ll explain more tomorrow.

Meanwhile, here’s where you leap, if you’re ready to take control and grow your business –> http://martinstellar.com/leap-to-more-sales/

Cheers,

Martin

Gross Violation of Trust: Mormons Getting Their Marketing Wrong

Not that I’m here to judge anyone, mind you.

What those guys do is their business and I don’t want to opine.

But HOW they do it – that’s something I have an opinion about.

In terms of strategy and effectiveness of their efforts… they made a big mistake.

Not very ethical either.

 

Here’s what happened:

A friend told me yesterday that she was approached at the airport by a few mormons, wanting to talk to her.

She’s friendly, but definitely not the type to take an interest.

So she thanked them for their efforts, and went on to catch her flight.

They took no offence and went about their business.

A normal day at the airport, no harm done, nobody upset.

Or so it seemed.

 

Because when she got home and unpacked, she found that one of the two proselytisers had slipped a business card into her pocket.

You know, just so that in case she’d change her mind, she’d have a way to get in touch.

Now, I think that’s pretty outrageous.

A person’s pocket is his or her own domain, and nobody has the right to put anything into it without permission.

I know why they did it: they consider it their mission to ‘save as many souls’ as possible.

Whatever that means.

 

So if a person says ‘no’ today, they just might wake up tomorrow and say ‘yes’ or ‘maybe’.

From their point of view, it makes sense, and the ‘holiness’ of their mission justifies their actions, in their mind.

And if it had been without talking first – say in a crowded lobby, you surreptitiously slip a card into someone’s pocket, it might have been different. Still not something I consider correct, but hey.

But after she said ‘no’, and indicated she’s just not interested?

No. Permission revoked. Leave her alone.

 

Now, aside from the ethical considerations, it’s also incredibly bad practice!

Those guys think that they might yet ‘save’ the wandering soul, but in fact they achieve exactly the opposite:

Instead of leaving her with the notion that she had talked to someone who truly cared for her well-being, she’s left with the memory of a person who seemed nice enough, but who didn’t respect her opinion or message.

I don’t know, Josef. If that’s how you market your wares, you ain’t gonna sell much of that stuff.

Permission marketing. Respecting people since the beginning of times.

Seriously though: Why on earth would you insist on selling something to people who don’t want it?

All it does is create adversity – which means that they’re not liking you much, and how is anyone going to buy from someone they on’t like?

Feelings, emotions. That’s what makes people make decisions.

Negative emotions don’t lead to a sale. Or a conversion, for that matter – religious or business-wise.

Not that I’ve ever tried – I loathe preaching (except for these daily sermons on psychology and people-based marketing), and the only converting I’ve ever done was after the monastery, on landing pages.

Offering a person something that you think might help them is good.

Ignoring their individuality and ramming your message down their throat is… whatever. Dumb people. Not interesting.

You and I, we don’t work like that.

We say: “Here, this helps. Consider getting it, if you like. Thank you for your time.”

Like so:

I got this newsletter thingamabob which substantially helps you grow your business so as to get you more sales. I think it’ll help you. If you want it, you can get it here –> http://martinstellar.com/leapfrog-your-business/

If not? Then that’s fine – your choice.

No hard feelings, no sly tactics, no manipulation and no business cards slipped into your pocket. No matter how much I believe you need this – all I can do is present my case and leave you to decide for yourself what’s best.

 

Cheers,

 

Martin

Why Sometimes I'm Sad When People Unsubscribe

As a good marketer should, I don’t mind when people unsubscribe.

It means my list gets more targeted and it means my emails no longer bother people for whom they’re not right.

Good for everybody involved.

But at the same time, it saddens me.

When someone leaves, I kinda feel as if it’s my personal failure.

It tells me I wasn’t able to reach that person, that I failed to connect with them and mean something to them.

And because I’m 100% convinced that the stuff I write about works and is valuable, seeing someone say ‘no more of that, thanks’ tells me I should try harder to make sense.

Ok, I’m well aware that those feelings are debatable, and spring forth from my own hangups such as they may be.

People may have all kinds of reasons for subscribing or unsubscribing, and it may have nought to do with me – who knows?

Besides, I’m simply not for everyone, just like not everyone is for me.

And yet, and yet…

Given that I love motivating people, and inspiring them, and showing different ways of looking at things – I honestly believe that as many people as possible deserve to learn these viewpoints o’ mine.

They’ve helped me, and still do. They can help others. They could help you.

I wish that same effect on others. Obviously.

Sometimes when a person leaves, I feel like I should follow up, see if they’re really sure.

But they revoked my permission to talk to them, so all I can do is quietly wish them luck, and go about my business.

Which, increasingly these days, is about helping people get their head around business, entrepreneurship, marketing, social relationships and the psychology of sales.

I’ve discovered that many people have a great need to better understand how to be an entrepreneur, so they can better choose what to focus their attention on.

That’s why you’ve seen me talk more about topics that are to do with mindset, attitude, activity and entrepreneurial prowess.

The result?

Those people who don’t leave really get what I’m trying to say.

And that’s what makes it all worth it – even the occasional pang of sadness when someone didn’t get it, didn’t agree, or ended up not liking me.

Because when one person takes their leave, another person says ‘Damn, that’s a good idea – thank you’.

And it’s those people whom I write for.

So that sometimes, a lightbulb goes on and that individual is able to leap forward.

One of the things I sincerely hope will make sense to you: that ‘you-time’ I mentioned the other day – spending the first 30 or 60 minutes of your day on yourself.

They say ‘pay yourself first’. And there’s a lot of sense in that.

It’s worth a try – even if you do it for only a week. You’ll likely see a massive shift in your feelings, your thoughts, your productivity and your creativity.

Maybe a walk, a book, a podcast or a webinar – learn something new, build something for the future, even if it’s only a small effort daily. It adds up.

Just so long as that time is truly yours.

Try it?

You not only deserve it: as an entrepreneur, you need it.

It makes you grow, it fosters your creativity, and it makes you a stronger, more effective freelancer or business owner.

Plenty of reasons, I’d say.

Just like there are quite a few good reasons to join the LEAP Newsletter – for example, the fact that you not only get the newsletter itself, but you also get to ask me questions by email. That amounts to a lot of help, yours for free with a monthly subscription.

Dig it here –> http://martinstellar.com/leapfrog-your-business/

Cheers,

Martin

Your Business? Let's Take It to The Stage

That subject header?

Oh yeah, I’m boogying out to some deft 1970’s Funk as I write this.

Funkadelic, good stuff.

 

Anyway, let me ‘splain something about your business

Had another great call yesterday.

I gotta tell you – this listening stuff rocks.

A photographer in the U.S., who used to do lots of wedding photography.

Which is a rat-race if ever I saw one: Working evenings, watching wedding guests get drunker and less photogenic by the hour, demanding brides, insane mother-in-laws – I guess it’s a fun gig, but it sure is hard work.

No wonder she moved into commercial photography: more normal working hours, less stress, a different type of clientele and so on.

 

But for a truly creative person, having a client dictate what and how to shoot isn’t exactly the top level of artistic expression

So she’s been trying to start selling her own work – artful photos, the stuff she herself likes to make.

Obviously, that puts her into a tricky position: who is going to buy that stuff?

Not her wedding guests.

Not the commercial clients she has.

No, she’s got to figure out who those people are, where they congregate, what interests them – she needs to learn her people.

So when the question came “How do I sell that stuff?”, I basically told her: “You don’t”.

Like I explained in LEAP issue #1, most people get things in the wrong order: They ask, first-off “how to sell this?”.

But that ain’t gonna work, Slim.

 

It’s not ‘HOW’: It’s about WHO

Who’s going to buy that stuff. That’s what you gotta figure out first.

Only once you know that can you answer the question of how to sell it.

She’s incredibly lucky, in that she’s not under the tremendous strain most entrepreneurs have to deal with. In her situation, she can afford to spend time doing nothing but LISTENING.

Which as you know, is the first stage of my LEAP method.

Yesterday someone asked me if I implement the same system that I teach, and with that characteristically toothy smile of mine, I wholeheartedly replied: “Yes, sure do”.

In fact, I’ve done several free consulting calls with people this week – just so I could listen, and learn.

And I listened. And then listened some more. And then some.

The result? No sale, because I wasn’t going for sales.

But it did give me a far better understanding of what people actually need. I learned a lot (in addition to meeting some wonderful people – you guys truly rock).

 

If I don’t know what keeps you up at night – how could I possibly help?

I couldn’t, is how. That’s why I listen.

Simon Sinek says that business starts with ‘why’.

And I agree, but I also figure that people like you and I are beyond that point.

We know why we do what we do.

We just need to figure out who we do it for.

The more specific you get about your ‘who’, the easier and more profitably your business will become.

This is one of the reasons I’m always going on about writing daily emails: it forces you, every day, to ask yourself “who am I writing this for?”

Does wonders for the mind. Your mind.

And, your business.

Asking yourself, over and over and over again: “What can I write that will help, inform, inspire, engage – and persuade?”

It’s transformative, and I’ll even call it therapeutic. Because it is.

It’s also audience-building and sales-getting.

 

So if you want to build that audience, and get those sales?

Then you go here, sign up, and ship me your first draft ASAP –> http://www.martinstellar.com/starship-mentorprise-writing-coach/

Within a few weeks, you’ll start to see a curiously satisfying shift happening in your thinking and in how people relate to you, just like what’s happening to the people I’ve been working with for the last few months.

But, you can get that with or without me. Sure I want clients, and I love the process of guiding people, and yes it’ll speed things up – but if you’re not in the position to invest money in your business, you can still find the time to invest.

And even if it’s only 30 minutes a day, that’ll pay off.

Take it from an ex-monk: consistent, repeated action builds into massive results, and faster than you expect.

Write. Do it. Really :)

The link again, in case you’re ready to invest in your business and take that sucker to the stage: http://www.martinstellar.com/starship-mentorprise-writing-coach/

Cheers,

 

Martin

 

 

On Brutal Honesty, A-holes, and Getting Your Message Across

Saw a video yesterday where Ramit Sethi answered a question from a follower, who wanted to know whether brutal honesty is something recommendable.

Ramit explains that he himself used to be brutally honest: if someone would complain about a lack of money, he’d go “Well maybe if you start getting your finances in order!”

Next, he says: “Only assholes talk like that!”

I disagree.

People who talk like that may be perceived in a very negative way, but does says nothing about their intentions.

I see his point, but he’s forgetting about something: The difference between intention and perception.

Because while some brutally honest people might simply be unpleasant, but lots of people just don’t know any better.

They’re not necessarily assholes – they just learned somewhere, at some point, that this is how things are done.

They might in fact be labouring with the very best intentions.

But here’s where ‘the other person’ comes in.

See, our intentions might be made of solid gold – but they amount to nothing if we get perceived as being a bully, or arrogant, or uncaring.

What matters is that our intentions manifest in the world. That’s the value of an intention.

Just like the value of an idea lies in its implementation.

If a guy or gal thinks that spewing forth harsh truths is the best way, I’d say he’s misguided sooner than an asshole.

How do I know?

Because I too used to be too brutal. Still am, sometimes, I guess.

But I’ve always had the best intentions with it – I just needed to learn what Sufis have said for centuries:

Speak to the other person at the level of his or her understanding.

When you do that, they’ll be far more receptive to the truth or opinion or message you want to share with them.

It’s a matter of openness, of allowing the other person to be receptive to you, by virtue of your first and foremost considering them and their feelings, their situation and their state.

We’re all vulnerable.

Someone who shouts at us or is harsh with us, our lizard brain perceives that as a threat and will instantly pull up barriers.

The ‘harsh truth they need to hear’ gets discarded instantly, instead of understood.

When you recognise that the other person has doubts and fears and worries that you need to adjust your message to, they listen to you.

That’s why listening is such an important part of my LEAP marketing philosophy.

Listening to people’s doubts and worries, understanding their fears, recognising the keywords they use when talking about the problem for which you have a solution.

Get that right, and you can deliver any harsh truth you want, nicely wrapped in silky soft “I get you, I understand what you’re going through”.

And you bet people will respond when they feel you’re with them, instead of against them.

Anyway, Ramit made a good point. But by sharing his ‘harsh truth’, calling everyone who dishes out brutally honest comments an asshole – guess what? He gave me the feeling that he’s the asshole.

Interesting, no? Talk about good intentions getting lost in the message…

Ah, good ole psychology. Love it.

If you want to learn the inner workings of this type of thing, so that you can get your intentions across and be perceived without being mistaken for someone you’re not, you can get that for about $2.5 a day if you sign up for the LEAP newsletter.

Not a bad investment for someone who’s in business, in my not at all humble opinion.

Want in? Here you go –> http://martinstellar.com/leapfrog-your-business/

Cheery-bye

Martin

Two Shopping Experiences Where I Was Misjudged – One Lost Me Forever, the Other Won My Respect

“I don’t know if this pump will fit the valve on my tyre, you see. It’s a type only used in Holland. Can I just quickly try the pump, and see if it works?”

“The young woman looks at me and says: ”No”.

“Really? I just want to try it before I buy. My bike is right outside”.

“No, she says. ”You could just pump up your tyre, and then you wouldn’t need to buy the pump anymore”.

Clearly, she mistook me for someone with nefarious intentions.

So I smiled at her, and said “Que no, tonta!” – Of course not, silly! – and put a 20-Euro note on the counter.

She understood I was ok and started rummaging round for a boxcutter.

I tried the pump, paid, pumped the tire to 5 atmosphere, and rode off into the sunset.

Later that day, I’m in a bar having a beer, doing some writing on my novel.

Comes time to pay, I notice that one of the coins in my hand isn’t a 2-Euro piece – $3.50 or thereabouts – but a Turkish coin of almost exactly the same size and no monetary value in Spain.

I think back and remember where I received it – a guy gave me change earlier that day and I pocketed it without looking, I remember clearly.

So this morning I go back to his shop and say: “You made a mistake yesterday with the change – you accidentally gave me a foreign coin”.

He takes the piece from me, barely even looks at it, and walks to the till. The coin disappears somewhere and without any objection at all, he gives me a 2-Euro piece.

I tell him: “You need to get rid of that you know, the next guy who gets it might get angry”. I don’t even have time to tell him that passing counterfeit money is illegal, when he answers:

“No, I’m keeping it, for myself”.

Riiiight… for himself. As a souvenir – of course.

Bollocks: someone played him a bad coin, and he’s going to put it in someone else’s hand, and hope it won’t get noticed.

Two experiences, two results: The guy, I now know I can’t trust him.

The woman – well I could have been offended at how she misjudged me, but I prefer to respect her for running her business with a bit of care.

And, I respect her for having the balls to tell me why ‘no’, when I asked her. Many people would just oblige even though they’d rather not.

And hey, she’s got every right to refuse.

Sometimes you have to.

A few weeks ago a guy got in touch wanting copy, but before he could tell me anything – even the name of his company – I’d have to sign a non-disclosure agreement.

Yeah, that just don’t work for me – so I had to decline. Even though it was a sizeable project and the money would have come in handy.

No is a useful word in business. It should be used any time you feel someone invades, or very likely will invade, your own personal territory, your space, your truths, your peace of mind or your ethics.

You have every right to decline.

You can, for example, decline to take up my new LEAP Marketing Newsletter, once I finally get the sales page ready this week. (Today? Is there a copywriter in the house?)

Not that I recommend it – it’s a pretty solid piece of business training, the way it’s shaping up.

More about that in the next few days…

Meanwhile, go here if you already know how to run a successful business, but you just want to learn how to write daily emails that keep bringing in sales –> http://www.martinstellar.com/starship-mentorprise-writing-coach/

Cheers,

Martin

Good Unsubscribes: Yet Another Case for Daily Emails

If you think about it, it’s really bizarre that nearly everyone is so afraid of emailing daily.

Practically everyone to whom I explain what I do and what I teach is incredulous: “But you’ll see everybody unsubscribing”.

Look at it like this: If something really matters to you, and there’s a problem with that something, wouldn’t you want to hear as much advice as possible on how to solve that problem?

If you have an illness, you want to hear advice until you find the cure, right?

If you’re overweight and want to change it, you want to hear diet tips and clever calorie-burning exercises and intelligent motivational talk until you’re at the weight you want to be, correct?

If your business needs more sales, don’t you want to hear tips on how to make that happen?

Of course you do. That’s why you’re reading these daily emails.

Now, the same thing applies to your clients.

They’ve got that problem, and you have their solution.

And I guarantee that as long as your emails are fun and useful and well-written, you can not possibly lose out if you start emailing daily.

Oh you might lose a subscriber or two – in some cases 10% of your list might walk away.

And that isn’t bad – it’s actually really good.

Think about it: if someone isn’t interested in hearing tips every day on how to alleviate, for instance, his prostate problems, how committed is he really to solving those problems?

I’ll tell you: he will be interested, very much so, because prostate problems are really painful. (so I’m told! I myself – oh never mind)

If your client has that kind of problem – not with their prostate but something that’s a really big issue for them – you bet they’ll want to hear from you.

So what do you do if your solutions don’t solve that kind of big issue problem?

Ah, that’s when you want to use emails.

Writing to people daily when your solution is of a different nature – art, for example – will help identify those individuals who really REALLY want to buy art.

Those are the ones who will, every day, be happy to hear from you. And those are also the ones who will buy your work.

The others, for whom art is a luxury, or something for another year? They’ll leave.

If you keep talking to someone about ways to find, use, buy, and position art to really make a house live –  and they leave?

Then they’re probably not all that interested in actually buying art – but you sell art, so why would you want to talk to them about it?

It makes no sense.

It’s a waste of that person’s time, so it’s better if they unsubscribe.

You’ll be left will a smaller list of people, out of which there is now a higher percentage of people who ARE interested in you.

And those are the ones who will ultimately buy from you.

So by writing MORE emails you end up with a higher quality list, people eager to hear from you, and that’s the type that ultimately will buy.

Provided you actually write those emails, of course.

It’s done me heaps of good, I’ll tell you that.

Especially considering how tiny my list is.

Still getting sales from it even though it hasn’t grown in months.

So: write dem suckers and hit send.

Get to talking to your people. They’re waiting for you.

Not sure how, not sure you’ll be able to crank out ideas every day, afraid you won’t be able to keep at it?

All that and more I will fix for you when you join my mentorship program.

You’ll have ideas flying round your head 24/7, more than you can possibly send to your list.

At the end of the three months, you’ll be so fluent in writing them that it’ll be the most fun part of your day.

And you’ll be getting sales to go with it.

Join here if you’ve got the stamina to build a relationship with your people –> http://www.martinstellar.com/starship-mentorprise-writing-coach/

Long tail, remember? Your business thrives or withers by merit of the bond you have with your readers.

And there’s in my opinion no faster, more effective way to get more sales than with email marketing.

It ain’t magic (it’s simple common sense, in fact), but I’ll tell you that it’s so danged effective, it pretty well seems like magic.

Cheerio,

Martin

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