Live “Diamond-Tipped Sawblade” Webinar (Starts Soon!)

Free Live Webinar Bullet-Proof USP  Starts TODAY at 11 AM ET REGISTER HERE   Mel,   What is your competitive advantage?    Is it your ability to find and buy cheap traffic?    Is it your evangelistic ability to convert and persuade?     Is it your ability to source cheaply or sell for a slightly higher profit?    If it’s ANY of those…and NOT a bullet-proof USP…you’re doomed.    Eventually that advantage will dry up.    Someone will figure out your traffic tricks. Someone will find a way to convert your prospects as well as you do. Someone will erode your margins.    Or maybe “someone” will be the global economy, the Euro, or China…who knows.   But someone or something will pound against your shores until their waves are lapping at your doorstep…if you don’t have a bullet-proof USP.    It may not happen today, next week, or next month. But it will happen soon.    Today we’ll show you how to avoid that fate.    Bryan and I are going to do a deep-dive into USP.    Believe me, this is not your grandfather’s USP.    Prepare to gaze into your future.  I hope…but I do not promise…you’ll like what you see there.    Register here.    Carpe diem,    Perry     ***NOTE: Please do not reply directly to this email, instead go to http://support.perrymarshall.com     Free Video We manage our emails with Infusion. This Guide and Video explain my secret marketing sauce. If you no longer wish to receive our emails, click the link below: Update subscriber options   Perry S. Marshall & Assoc 159 N. Marion Street #295 Oak Park, Illinois 60301 United States (312) 386-7459   Having trouble viewing this email? Click here

Traffic Gods, Mattresses, & the Case against the USP? (Free Live Webinar TODAY)

Free Live Webinar Series USP Breakthrough 2.0 Starts TODAY, August 6 REGISTER HERE   Mel,   Can your business survive without a killer USP?    My answer might surprise you.    Yes it can. Not only can it survive, it can thrive.    Years ago a guy used to come on my Mastermind calls. This was way back before everybody and his skunkworks had a Google AdWords account.    This guy knew AdWords better than anybody selling his product. He was, for that time, an SEO “Navy Seal” as well.   He was a traffic god of the early 21st Century.     And he did really well.    Selling mattresses.    He bought them wholesale, bought traffic cheaper than anybody, and sold them for a decent profit.   Rinse and repeat and repeat and repeat.     Zero USP.    Nothing differentiated him from anybody else in his market except a slight price advantage.   He was just a traffic Zeus.    And that was enough.    He killed it.    For a while.    Then, of course, everybody else figured out Google AdWords and SEO. His only advantage went poof. And he had to scrap his mattress business and go looking for another gig.    Not sure whatever became of him.    Hope he found a business in which he could develop a real USP.    Today’s lesson… Traffic ain’t a USP. No matter how good you are at attracting it.  Conversion ain’t a USP. No matter how good you are at persuading buyers.   Economics ain’t a USP. No matter how attractive your pricing structures are.  All are subject to the winds of change.    All can run away like wild horses over the hills.    And leave you holding the mattress.    Leave you wondering, “What happened? Why do I suddenly have to spend twice as much to get half the results?”    “Why are my customers no longer paying any attention to me?”   “Why is my advertising drowned out by a sea of noise?”    But a solid, diamond-tipped sawblade USP?    Well, that transforms your cap-gun advantages in traffic, conversion, or economics into AK-47s.   In fact, a real USP unlocks hidden advantages in traffic, conversion and economics you didn’t even realize you had…and unleashes them on your unsuspecting competition.    So, dear reader, what is your business’s key advantage?    Is it traffic? Is it conversion? Is it pricing?    Or is it a diamond-tipped sawblade of a USP?    One will serve you well…for a while.    One will serve you banquets of sumptuous profits for years or even decades.    Feast with us today.    At 11am Eastern today, Bryan and I are going to do a deep-dive into USP.    And we’ll introduce you to a USP method guaranteed to… Improve your CTR by 20% Your CPA by 20% Your CPC by 10% Allow you to RAISE Your Prices by 10% Boost Your Sales Revenue by 10% Sharpen Your Sales Team’s Close Rate by 10% All without spending more on advertising.   Do you want a temporary advantage…waking up every morning wondering, “Will this be the day the barbarians break through the barricades?”    Or do you want to build a moat around your business…a defense that will protect you from marauders for years to come?    The choice is yours.    Register here.   Carpe diem,    Perry        ***NOTE: Please do not reply directly to this email, instead go to http://support.perrymarshall.com     Free Video We manage our emails with Infusion. This Guide and Video explain my secret marketing sauce. If you no longer wish to receive our emails, click the link below: Update subscriber options   Perry S. Marshall & Assoc 159 N. Marion Street #295 Oak Park, Illinois 60301 United States (312) 386-7459   Having trouble viewing this email? Click here

Why Most Copywriters Suck (Free Live Webinar Thursday)

Free Live Webinar Series 3 “USP Paths” to Your Future Starts Thursday, August 6 REGISTER HERE   Mel,   Have you ever paid a lot of money to hire a professional copywriter? Have you waited breathlessly to get the copy? And when you got it was it…less than you expected?    Ever throw up that copy on your site and get back less than bank-breaking revenues?    Did you get a few vulturous opt-ins when you were expecting a flock of keen-eyed buyers?    A few minnows swimming into your lead pool…but no whales?    Do you know why that happened?    (OK, sure, maybe the writer sucked. That’s always possible.)    But, more likely, you tasked the copywriter with a job you should have done yourself.    A job only you can do well.    What were you asking the copywriter to do?    Hammer out your unique selling proposition.   It’s not totally your fault (but it will be after you read this email) because we all used to do it.    We used to do it because we used to be able to get away with it.    Back in ye olden days, before the Yelps and the Facebooks and the Twitters and the Amazons made it super easy to review products and services…   Well, back then, a slick word jockey might have the chops to weave your USP-less sow’s ear into an order-sucking silk purse.    Not today, dear reader.    No million-dollar wordsmith can outsell 627 one-star reviews on Amazon.    Ain’t happening. You’re toast.    Here’s a copywriting secret for the modern world: If you have a killer, bionic, bullet-proof USP, the copy writes itself.    You make your copywriter’s job about 100 times easier.    And your copy does pull like you want it to pull.    And you do boat the whales you hoped to harpoon.    Heck, if you nail your USP you can probably just write the copy yourself if you want.    (Sorry, copywriters. But hey, keep reading, because if you get good at this USP stuff, you can charge more…and work less…for clients who are too lazy to do it themselves!)   The 3 Paths of USP    And on Thursday Bryan and I are going to do a deep-dive into USP. (Copywriters welcome.)    We’re going to show you the three USP paths.    We’re going to show you your future.    If your future is bleak…you’ll see it. (Whether you have the guts to do what you need to do will be up to you.)    If your future is bright…you’ll know what path to go down next.    And we’ll introduce you to a USP method guaranteed to… Improve your CTR by 20% Your CPA by 20% Your CPC by 10% Allow you to RAISE Your Prices by 10% Boost Your Sales Revenue by 10% Sharpen Your Sales Team’s Close Rate by 10% All without spending more on advertising.   With a diamond-tipped sawblade USP, everything you do gets easier.    Without it, everything will continue to get harder.    Up to you.    Register here.      Carpe diem,    Perry      ***NOTE: Please do not reply directly to this email, instead go to http://support.perrymarshall.com     Free Video We manage our emails with Infusion. This Guide and Video explain my secret marketing sauce. If you no longer wish to receive our emails, click the link below:  Update subscriber options   Perry S. Marshall & Assoc 159 N. Marion Street #295 Oak Park, Illinois 60301 United States (312) 386-7459   Having trouble viewing this email? Click here

The Death of the USP? (Free Live Webinar Thursday)

Free Live Webinar Series 3 “USP Paths” to Your Future Starts Thursday, August 6 REGISTER HERE   Mel,   I was chatting with my friend John the other day and he said, “Hey Per, guess what?”   “What?”   “USP is dead.”    I said, “Really why do you say that?”   “I just heard a character on the sitcom ‘Peep Show’ say ‘USP’ without explaining what it means.”   He’s got a point.    If sitcom writers are confident they can use an abbreviation without explaining it…you know it’s in danger of becoming a trivial, commodity concept. High-level marketers are not exactly their target audience!   But there are other, higher-level indications that the USP needs a revamp.   How about this one…   You heard of Amazon.com? Seemingly competition-proof. Gobbling up the world. Insatiable retail behemoth. Nobody would dare try to attack their USP, right?    Wrong.     Jet.com got over $250,000,000 in funding before they ever opened their virtual doors…and guess whom they’re gunning for?    That’s right, Amazon.    And Jet.com doesn’t have a quaint old USP… Pricing as low as 50% less than Amazon.com Proprietary pricing software Costco-like membership structure And the guy running the show used to work for Bezos’ gang. So, he may have an insight or two into where they are vulnerable.    Who knows if they’ll topple the Big A or not. But one thing it illustrates is that, in the modern economy, nobody is safe from attack without a diamond-tipped sawblade of a USP.    And nobody is safe FROM a competitor who has one!   Think you can work out your USP on the back of an envelope?    Think you can fill in a few blanks on a template form?    Think a USP is an elevator pitch?    Think a USP is “fresh hot pizza delivered to your door in 30 minutes or less?”     That’s what a USP used to be…30 years ago.    But if that’s all you’ve got these days, you’re probably asking… What happened to my margins? I could have sworn I saw them here yesterday.  Why have my prospects suddenly gone deaf to my finely-scripted sales message?  Why do my customers seem as excited about my product as a couch potato flipping channels at 3AM?  Why do I get fewer leads and fewer sales even though I’m spewing out more cash on Google Ads and Facebook?  Why is EVERYTHING is getting harder? Well, on Thursday Bryan and I will show you why.    REGISTER HERE   And we’ll show you a way to escape that prison.     In fact, we’ll show you three ways.    But fair warning, you will NOT like one of them.    But better you know what your future holds, and take arms against it, rather than suffer the slings and arrows of that bleak future.    But if your future holds a brighter hope, then we’ll show you how you can… Improve your CTR by 20% Your CPA by 20% Your CPC by 10% Allow you to RAISE Your Prices by 10% Boost Your Sales Revenue by 10% Sharpen Your Sales Team’s Close Rate by 10% All without spending more on advertising.   And we’ll show you real-world examples of entrepreneurs who have sharpened their USP to discover…  Their customers suddenly perk up from their slumber and start shooting off buying signals like sparks from an arc welder They gain a position of honor in their marketplace They wrestle control of the buying process from their customers Their customers do a 180 from apathetic price-shoppers to enthusiastic buyers.  All in just 60 minutes. Open Q&A session to follow next Wednesday.   Register here.     Carpe diem,    Perry      ***NOTE: Please do not reply directly to this email, instead go to http://support.perrymarshall.com     Free Video We manage our emails with Infusion. This Guide and Video explain my secret marketing sauce. If you no longer wish to receive our emails, click the link below:  Update subscriber options   Perry S. Marshall & Assoc 159 N. Marion Street #295 Oak Park, Illinois 60301 United States (312) 386-7459   Having trouble viewing this email? Click here

The Greatest of All Virtues

Mel, Dr. Robert Knoll was the best teacher I ever had. He was my English professor when I was a sophomore in college. Made literature come alive. Every day in class was a mind-bending, horizon-stretching experience. Just from reading the papers I turned in and knowing that I was studying engineering, he predicted I'd someday go into technical sales (I'd never heard of such a thing at that time) and that someday I'd probably be "the president of the company" (I sort of assumed I'd be a wage slave prior to that point). Very prescient, very influential for me - definitely in my top 10 list of impactful people. Someone who could see around the corner and predict the future from a handful of clues. One day he posed a question to the class. He said "Somebody tell me, what is the greatest of all virtues?" Everyone sort of stared at him for awhile (as sophomores usually do). Then we suggested things like... love, honesty, self discipline, generosity, sincerity... to which he replied "No, none of those answers are correct." "No, the greatest of all virtues is courage, because if you don't have courage, you'll never live out any of those other virtues." One of the key elements of courage is conviction. Belief that what you are doing is good and valuable, not just that it will work. I heard a rumor the other day about a marketing seminar somewhere, where a guy showed a website which he claimed was live but was actually canned. Somebody in the audience detected the ruse, called his bluff, and the audience ate him alive. Can you imagine the ruthless piranha attack? Gives a whole new meaning to "Eat your competition alive." It's kind of hard to have courage when you're hoping nobody finds out you're a fraud, ya know? When you know what you sell has a rock-solid center, it lends you a confidence that bluster alone can never replace. The next step, then, is communicating that courage to the larger world. Conveying your sense of confidence to them. If advertising is the making of promises, virtue is the keeping of those same promises. Many have failed by only doing one or the other. Lifetime success flows from doing both. Take courage. Perry Marshall **NOTE: Please do not reply directly to this email. Instead, visit http://perrymarshall.com/support with any questions or concerns.  Update subscriber options

Perry S. Marshall & Assoc
159 N. Marion Street #295
Oak Park, Illinois 60301
United States
(312) 386-7459