Rush Limbaugh's Marketing Secret Sauce

Mel,   If you're in the info business, you're in the exact same business as Rush Limbaugh and Oprah Winfrey and Regis Philbin:   The *personality* business.   Write that on a PostIt note and stick it on your bathroom mirror, because it's one of the most important insights you could ever possess about selling information.   Sure, your customer's RATIONAL reason for buying your stuff is to become more informed, to learn how to solve problems and make progress in life.   But to paraphrase Mark Twain, behind every sale there's a rational reason... and a REAL reason. The emotional one.   Your customer's *emotional* reason is that they connect to you in a personal way.   Over time, they listen to you not as much for the content per se as much as to get a personality fix.   They do it to get a piece of you.   This is NOT scary.   In fact, it's very liberating. Because unlike what they told you in school, you now have permission to be yourself.   Not Rush Limbaugh. Not Oprah Winfrey. Not Regis Philbin, or even Perry Marshall—but YOU.   Over time, your personality becomes your USP.   Anybody can put authors and experts and actresses on camera in front of a live audience, but only Oprah can be Oprah.   People quickly tire of corporate monotone. We crave human touch, even if it just comes to us through a warm smile on a high-def screen.   I don't know what your best medium of expression is.   Maybe it's writing. Maybe it's speaking to audiences. Maybe it's video or teleseminars.   But one of the best skills you can to develop over time is simply expressing yourself, your personality and your style.   John Carlton calls this "Finding your voice."   The first time I asked him to critique one of my sales letters, he gutted my carefully chosen words like a fisherman cleans out a 30-pound bass.   And I wised up. My sales letters started to get better.   He commented that I was starting to find my voice, and admitted it had taken him a half dozen newsletters his first year to really find his voice.   This personality principle works even if you're not in the info business per se—even if you're just sending out your company newsletter and selling a physical product.   When you show up consistently and sound like a real human being, you stand out.   People are so shocked to hear an actual human voice, they snap to attention.   Do this, and one day soon you'll look up and realize that you've built a whole tribe of followers who can't get enough of you.   Carpe Diem,   Perry Marshall       ***NOTE: This email address isn't monitored! If you need help, please email:   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

Last Call for Swiss Army Knife for Consultants…Starts TODAY!

Mel,   We’re about to get rolling with the Swiss Army Knife for Consultants Q&A session.    What is Swiss Army Knife for Consultants?    It’s a simple, back-pocket tool you can pull out whenever you get “stuck.”   It’s all about giving you more clicks on your dial, more tricks in your bag, more blades on your knife. More ways to get clients. More ways to keep clients longer. More ways to make money for clients. More ways to make more money from each client.    Here are some of the “Blades” you get…   1. The Acquiring New Clients Blade… Eliminate “head case” clients before you sign them up Determine their “reachability” before you go chasing them Weed out the “nickel and dimers” before they chisel into your profitability Upgrade your stable of clients from doddering old mares to galloping thoroughbreds in 6 months The 5 Power Disqualifiers Do less work per-client Methods for making more money per client 3 different ways to reach them with direct mail  23 ways to find clients 7 things to include in case studies to attract great clients 2 strategies to close them before you close them How to repel tire-kickers 4 ways to establish and maintain authority  Ways to negotiate for higher fees     2. The Keeping Good Clients Blade 11 Ways to get Quick-Hit results for clients 3 Ways to improve their data and analytics 9 Places to focus to improve their traffic 9 Ways to identify their most profitable customers and target them more accurately 5 Questions to ask to help them repel their most money-sucking, headache-inducing customers 2 Ways to grab low-hanging fruit in email marketing 4 Insights to make their emails more compelling 3 ways to eliminate wasteful ad spend 3 ways to sharpen their USP fast 3 places to find the money in their list 3 80/20 strategies to implement right away 5 strategies to increase their revenue quickly 4 secrets to help them reduce refunds 2 ways to monetize “wasted leads”   And that’s just 2 of the 5 blades!   You’ll also get…   3. The Getting Paid Blade With 8 different fee collection strategies   4. The Getting Paid MORE Blade 5 Strategies for boosting your fees even further   5. The Scaling Your Business Blade 6 Methods for growing your business quickly   It’s a simple tool to whip out whenever you feel “stuck” and need to make money show up.   I’m very proud of this tool.   And I think you’ll love it…and love the price.    But you have to hurry. Starts today.    Find out more here.    Carpe Diem,  Perry Marshall         ***NOTE: This email address isn't monitored! If you need help, please email:   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 Little Scrap of Paper that Saved My Butt

Mel,   In 2001 I stood at a crossroads. The company I had helped build was sold. And I was offered two choices… Parachute out of the Dilbert Cube with a nice buyout…or  Stick around and work for the new owners. I hemmed and hawed and pondered and analyzed.   My wife, Laura, did not. “Take the money and run, Perry! You’ve always wanted to do your own thing, now’s your shot!”   But did I have the chops to make it as a freelance consultant?   I thought I did. But all my big successes had come while I was working “for the man” within the safety of the warm and fuzzy company cocoon …not out on my own.   In fact, the Amway stuff I’d done on my own had yielded a big fat goose egg of nothingness. Gut-punching rejection to the umpteenth power.   So, I wouldn’t exactly say I was Mr. Swaggering Bravado when it came to hanging out my own consulting shingle.   But I took Laura’s advice and made the leap.   And those first few months were…exhilarating, sure…but also anxiety-ridden.   But one little scrap of paper kept me sane through those first few nail-biting months.   On a 3x5 index card I had scribbled twelve things I knew I could do to make money.   If I couldn’t get a client to let me do those 12 for them…I could do them for myself!   So, when I’d walk down the stairs each morning and sit staring at my monitor wondering when the money was going to start showing up…every time my chest started to tighten when I realized I need to make $9,000 this month but only had $3000 on the books…every time my pits started to wreak from the flop sweat...I’d pull out that card and remind myself of all the things I could do to make dollars show up.   It was my little Swiss Army Knife for Anxiety Reduction.   When I’d look at my options, my pulse would abate…my breathing would get deeper and more regular…I’d be able to focus…and get to work.   And whenever I’d get stuck…whenever I needed to pull a rabbit out of the hat…I’d whip out that card and look at it.   And I’d always come with a new idea for making cash appear.   That little Swiss Army Knife card saved my hide more than a few times.   Because when you’re a freelance consultant, there is no worse feeling than “trapped animal” syndrome. You know you need to make money show up, but because your panicking and hyperventilating, all you can see is a few feet in front of your darting eyes. All you can see is the path straight in front of you…and it’s barred up and blocked off!   But the best feeling is when you know you have options. Clicks on your dial. When you know you have 9 or 10 different ways to solve one problem…   7 different ways to make clients show up 15 different ways to make money from every client 13 ways to negotiate for higher fees   Options. Alternate paths. New ways forward.   It’s all about having more blades on your knife…and pulling out the right one at the right time.   And that’s what my Swiss Army Knife for Consultants gives you.   A simple tool to whip out whenever you feel “stuck” and need to make money show up. Need to find more clients? That’s on the Swiss Army Knife Need to weed out the nickel-and-dimers? That’s on the knife Need to make more money from each client? That’s a blade on the knife Need to grow your consulting business? There’s a blade for that! I’m very proud of this tool. And I think you’ll love it…and love the price.   Find out more here.   Carpe Diem, Perry Marshall     ***NOTE: This email address isn't monitored! If you need help, please email:   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

Come See Me, Alex and Ted LIVE TONIGHT!

An Evening with 3 Marketing Experts $100 or Free for Mastermind Club members! TONIGHT 6:30PM San Francisco Airport Marriott Waterfront SAVE YOUR SPOT HERE   Mel,   I’m doing a very special live event with Alex Mandossian and Ted Prodromou tonight.   This is a very unique opportunity to see us live, here our latest marketing insights, and even ask us some questions!   We’ll do live problem-solving Maybe a hotseat or two? And take your questions   It’s gonna be fun!   $100 or Free for Mastermind Club Members! But you must register.   SAVE YOUR SEAT HERE   Perry Marshall   PS: Space is limited, so you must register. Do not just show up hoping you’ll be able to get in!     ***NOTE: This email address isn't monitored! If you need help, please email:   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

Marketing Insights from 3 Experts (LIVE!)

An Evening with 3 Marketing Experts $100 or Free for Mastermind Club members! January 27th, 6:30PM San Francisco Airport Marriott Waterfront SAVE YOUR SPOT HERE   Mel,   Tomorrow, I’m doing a very special live event with Alex Mandossian and Ted Prodromou.   If you don’t know Ted, he is the… Author of the Ultimate Guide to LinkedIn for Business Author of the Ultimate Guide to Twitter for Business Ted is a long-time Planet Perry guy, speaker, author and online advertising consultant. In his past life, Ted worked for high tech companies IBM, DEC and Cellular One before starting his own consulting firm in 1999.   Ted is soft-spoken but he knows his stuff. And since it looks like Twitter might FINALLY be getting their advertising act together…now’s a great time to see Ted if you can.   Ted will join me and marketing legend Alex Mandossian…on January 27th.   We will share our favorite marketing discoveries of the last 12 months... and then we’ll take your questions.   We’ll do live problem-solving. Maybe a hotseat or two? And you’ll decide what questions we tackle   It’ll be a fun night of cutting-edge marketing insights.   $100 or Free for Mastermind Club Members! But you must register.   SAVE YOUR SEAT HERE   Perry Marshall   PS: But don’t wait! Alex and Ted are promoting this too. The event is less than a week away. And the room only holds FORTY people. It WILL sell out.     ***NOTE: This email address isn't monitored! If you need help, please email:   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

Joy and Tears In The Chick-fil-A Drive Thru

Mel,   I knew this guy named Jim who desperately wanted to quit his job and work for himself.   That's not easy for anyone, especially when you're 34 with a mortgage and a wife and two toddlers at home (plus a baby on the way).   Jim had spent the past 18 months waking up two hours early every day to squeeze in some work on his skunkworks projects... And he'd even managed to squeeze a little blood out of those stones...   But somehow a few hundred extra here and there just made his goal of hitting his magical "$6K for freedom" seem that much more remote...   Every morning he gritted his teeth and told himself to keep at it... But in unguarded moments he'd admit he was losing faith.   One day he grabbed my Consulting Accelerator course and dumped the .mp3s onto his iPhone.   Matt Gillogly and I kick that course off with a question that a consultant wannabe had just asked me. It went something like this:   "I'm working a Dilbert cube job right now, but I want to quit and become a consultant. I have a lot of commitments, so I can only spend an hour a day and maybe $500 a month. How do I find myself a couple of clients in the next 6 weeks so I can earn $6,000 a month and quit my day job?"   Jim hears this and starts to lose control a little bit.   He's sitting there in his Honda Odyssey, waiting for the Chick-fil-A lady to hand him his 2 chicken finger kids meals...   And his throat is tight and his shoulders are heaving...   Because he suddenly had HOPE.   Matt and I were reading Jim a page out of his dairy, and he just KNEW that we were going to finally show him the path to freedom.   If you've been hanging around Planet Perry for any length of time, you already know that you're job is NOT selling Google clicks. You're not selling high-temperature thermocouples or service plans for laser printers.   But it might surprise you to know you're not selling the benefits of those things either—more customers, accurate readings, trouble-free office equipment...   Ultimately what you're selling is HOPE.   And that, my friend, is a serious undertaking.   Recently a young woman who struggles with adult acne said that she HATES trying new products for her skin.   Why?   Because she always gets her hopes up... Only to see them dashed against the jagged rocks of reality.   Woe to ANYONE who uses the tactics of effective marketing to peddle false hope.   Here in Planet Perry, we uphold a higher standard.   Does your product live up to the hope you're creating in your marketing?   If not, fix it.   And if it does—   If you can really deliver on your promises...   Then its your duty to do everything in your power to steer your prospects to make the RIGHT choice.   Stand tall and shout it from the rooftops.   Because ethical marketing is about more than just dollars and cents.   It's about sparing your customers from the ravaging wolves out there...   And rebuilding their shattered trust so they dare to dream again.   Carpe Diem,   Perry Marshall       ***NOTE: This email address isn't monitored! If you need help, please email:   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

Get Your “Back Pocket” Tool for Doubling Your Fees in 2016

Swiss Army Knife for Consultants and FREE Prospect Scorecard Free Presentation Wednesday, January 27, 12noon Eastern REGISTER HERE    Mel,   A really smart guy once said, “Most people think they’ve tested 100 ads when they’ve really only tested the same ad100 times.”   That insight led me to create my Swiss Army Knife for AdWords.   It’s a simple tool you can use to create new, bold, profitable, emotional, click-pulling, champ-beating ads. It gets you “unstuck” and makes sure you’re not just testing minor variations of the same ad over and over.   It was…and still is…one of my most popular tools.    So, I thought, why don’t I do the same thing for consultants? Because consultants get stuck too.  They think they’re trying new tactics to … Prospect for more leads Qualify leads Negotiate deals with clients Close more clients Upsell more clients Keep clients longer Do less work for more money. But in reality they’re just doing minor variations of the same things they’ve done over and over for years…sometimes even decades.   And they’re stuck.    Are you stuck?    Well, to get unstuck…and double or triple your business this year…you’re going to need all the options you can get. You need a simple tool you can pull out when you need it. You need a whole Swiss Army Knife worth of options at every step of your consulting sales funnel.    And that’s what my team and I have created. Swiss Army Knife for Consultants.   And on Wednesday, January 27 I’m going to give you one of the blades of this Swiss Army Knife for free.    The Prospect Scorecard   Whip out this “blade” of the Swiss Army Knife and you’ll never take on another dead-beat, penny-pinching client again. Working only with high-quality clients is one of the best ways to double or triple your fees (for less work!) fast.   And, it’s yours free.    But you have to be on the presentation to get it!   REGISTER HERE   Carpe Diem, Perry Marshall         ***NOTE: This email address isn't monitored! If you need help, please email:   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