The Lizard Brain and Beyond: Landing Pages that Convert

The Secret Weapon for Great Landing Pages "Voice of Customer" Ebook Download for No Charge Here   Mel,   The Lizard Brain is the part of your customer's head that responds to colors, subconscious cues...the part that reacts more from comfortable habit and routine. It's the "shiny object" part of brain. It's a powerful organ that every smart marketer will "talk" to.     And that's why so many marketers obsess over landing page layout and design...testing button colors, visual elements, offer box size, and opt-in box placement...to get the lizard brain to respond to the shiny objects and start heading down the well-worn grooves it likes to travel in.   Important work...but it will only get you so far. Your best visitors are your most serious visitors, the ones who will consider your offer with more than just their lizard brain. And they are going to respond to one thing and one thing only...       The words on your page.   The words on your landing page will make or break your conversions.  And great copy does not come from a copywriter...nor does it come from guessing or stealing or swiping (at least not without a needless waste of time and money).    No, great copy doesn't come from copywriters...and the greatest copywriters will tell you that as well.   Great copy comes from your customers.   And Wordstream has put together a short, too-the-point guide on how to use the "voice of your customer" to increase your landing page conversions.  It's free. And they'll even grade your landing page for no charge if you like.   Your customers will tell you how to sell to them if you know how to listen.   Check it out.   Carpe Diem, Perry Marshall       ***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

So Do Hundreds Tremble...

Mel,   Ninety years ago, Claude Hopkins, closed his ageless classic, Scientific Advertising, with a quote from an "old advertising man" who lamented… "The day for our type is done. Bunk has lost its power. Sophistry is being displaced by actuality. And I tremble at the trend".   So do hundreds tremble... What Uncle Claude didn't realize was that "bunk and sophistry" would flourish just fine for another 90 years or so. The Mad Men of brand advertising would still reign supreme, especially on TV, for going on a century. Only with the immediate feedback, quick testing and tracking available with the internet would Hopkins' beloved scientific direct response advertising begin to get some of the respect it deserved in the halls of major advertising houses...and begin to push out the "old advertising man."  But, what sort of "old advertising men" are trembling now...and at what trend? The "old advertising men" who are trembling now are marketing entrepreneurs like me. And maybe you. Marketing entrepreneurs who've realized even old Uncle Claude's hallowed methods can only take us so far... Marketers who've realized that you can't "market your way out of every problem."   Marketers who’ve realized that scientific advertising, taken to the extreme, becomes click-bait headlines on the Huffington Post. You fight the feeling that nobody in the world cares about substance or truth anymore. Marketers who've realized that when all you've got is a hammer, everything looks like a nail. Marketers who've realized that when marketing is your only answer, you're always running on the hamster wheel of product launches or program promotions to hit your monthly nut. Marketers who've realized that marketing by itself will not take us to Chapter 3 of the Great American Entrepreneur Story. Chapter 1 was leaving the Dilbert Cube and laying hold of the first level of freedom and autonomy using our entrepreneurial courage and direct response marketing chops. Chapter 2 was the "Golden Hamster Wheel". We gained a measure of freedom, greater income, but found ourselves trapped on the wheel. Gotta keep scurrying.  Gotta keep hustling. Gotta make the magic happen and pull that rabbit out of the hat every month. Gotta market our way out of every problem. Pound those screws and bolts and rivets with the ball-peen hammer...or the suppliers and affiliates won't get paid, payroll won't get covered... and on and on. Some entrepreneurs are OK with Chapter 2 being the end of the story. Yes, you're still working 60-80 hours per week but you love what you do. Selling energizes you. It brings you deep satisfaction. But, maybe you've wondered if there's a Chapter 3. What does Chapter 3 look like?   I got a glimpse last winter, in Portugal. It looked like working only as much as is needed to get maximum results, then devoting 80% of your day to what Seth Godin calls “Art.” Chapter 3 looks like having ample time to do things you're passionate about. And also playing and recreating. It means devising FUN ways to solve the most perplexing problems in the world, from *outside* the Hamster wheel… rather than desperate salvos from *inside* the hamster wheel. I'm beginning to evolve my own formula for Chapter 3. It won't look exactly like Richard's. But what it will look like for me is: Moving the huge exciting tantalizing mouth-watering projects to the front, instead of leaving them for some “bucket list” that might get looked at on New Years Day. What will it look like for you? More time with your kids? Fewer fire drills? More money for the causes that make your heart burn with passion and compassion?  Greater readiness? Fewer people jerking your chain and pushing your panic buttons? A 9th degree Black Belt in a title fight is completely relaxed, utterly ready. Therefore quick and agile. Whatever Chapter 3 looks like, you won't get there via the hamster wheel of Chapter 2. Chapter 3 requires that you abandon the hamster wheel. Chapter 3 requires that you not only apply 80/20...but 90/10...and 99/1 to everything you do. Chapter 3 requires that you spend less time trying to fix problems and more time choosing which problems to fix. Chapter 3 will ask you to identify, and only invest time and money in, projects and businesses which have the potential to be STARS. Chapter 3 requires equity. Chapter 3 cannot be achieved through marketing skills alone. So do hundreds tremble. On September 28-30, Richard and I will write the outline for Chapter 3 of The Great American Entrepreneur Story. Make it your story too.   Carpe Diem, Perry Marshall     ***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

Star Principle "Hot Seats" (Today at 10AM Eastern)

Look Over Richard Koch's Shoulder Star Principle Hot Seats Friday, August 29, 11AM Eastern REGISTER HERE   Mel,   In one of my conversations with Richard Koch, author of The 80/20 Principle, The Star Principle and The 80/20 Manager, he said,   "You know, Perry, the MBA guys don't like my stuff that much. The venture capital guys are lukewarm about it. But entrepreneurs really seem to get it".   That's probably because Richard's methods appear so simple. And for the most part, they ARE simple.   And I'm sure that probably rubs the MBA and VC guys' fur the wrong way.   They prefer the complex.   I mean, admitting that Richard's profound, yet simple methods for evaluating investment opportunities are accurate would mean admitting that all that money they spent on biz school...and all that time pouring over spreadsheets...was wasted, right?    Richard may be a fractional billionaire, but he didn't make his fortune investing in AT&T and Motorola. He made it betting on small businesses.  Entrepreneurial start ups. Like yours.   He gets entrepreneurs and entrepreneurs get him.   So, what's it like to watch Richard evaluate a company like yours? That's what you'll see in just a couple of hours.   A couple of Planet Perry entrepreneurs, who took the Start Principle Survey, and got a score of around "100" have agreed to have Richard review their business and give them advice on how to take their business to the next level...maybe even STAR level.   If you're wondering what your business needs to get to STAR, this is as close to having Richard consult for you as you can get.   REGISTER HERE . Perry Marshall   PS: WARNING: This may sting a little. You may discover that your business has a ways to go before it can be a STAR. I've certainly discovered that about my own business over the last few months applying Richard's tools. But, far better to find out those "inconvenient truths" now (and start fixing them today), than to find them out the hard way 2, 3 or 5 years from now. Carpe diem, seize the day                     ***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

Star Principle "Hot Seats" Webinar #3 (Friday)

Look Over Richard Koch's Shoulder Star Principle Hot Seats Friday, August 29, 11AM Eastern REGISTER HERE   Mel,   At my 4-Man Intensives, one of the most common pearls of feedback I get is "Perry, I got almost as many great insights for my business by listening to the OTHER guys' hot seats, than I got from my own hot seat."   Often, we can get myopic about our own business. Can't see the forest for the trees. And we need the clearer perspective that comes from watching experts evaluate other businesses in order to get the breakthrough ideas we need to take our own business to the next level.   And on Friday, Richard Koch is going to give a live, look-over-my-shoulder demonstration of how he applies the Star Principle, BCG matrix, simplification formula, and his other investment evaluation tools to potential investments. And he's going to do it on real, live businesses...businesses run by members of Planet Perry, like you. And he's going to show the business owners what they need to do to take their businesses from good to great...and maybe even turn them into  "STARS".   These will be fast-paced, no-holds-barred, "hot seats".   And, because I would estimate the value of Richard's consulting time to be somewhere north of $10,000 per hour, even the "collateral" insights you catch will be reason enough to tune in.   Warning: This may sting a little. You may discover that your business has a ways to go before it can be a star. I've certainly discovered that about my own business over the last few months applying Richard's tools. But, far better to find out those "inconvenient truths" now (and start fixing them today), than to find them out the hard way 2, 3 or 5 years from now. Carpe diem, seize the day.    REGISTER HERE   Perry Marshall                  ***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 4-Man Intensive and an Old Jewish Proverb

Final 4-Man Intensive Before $2000 Price Increase September 18-19 Apply Here   Mel,   There's an old Jewish proverb that says, "Correct a fool and he will hate you; instruct a wise man and he will be still wiser".    When I joined John Carlton's Insider's Club in 2002, I told John, "Give it to me straight, I can take it."  After he sent back the first critique, I asked if there was anything else. He said, "Well, yes..." and beat me up some more. Made me rewrite the whole thing.   Some people really don't want that. But I expect that from my peers and mentors.   Do you?   At a recent 4-man Intensive, Dean Davis came with a completely open mind, ready to get "beat up" if that's what it took to clarify the vision for his business.   "When I came to 4-Man I had so many options in front of me, including selling my business and moving on to something else.   I was really looking for direction and ready to listen to everything. Two things really impressed me... The first is that I got powerful insights about my business from not just Perry but form EVERYONE in the room. There were even a couple of members of Perry's team there who provided great insights in addition to all the great ideas from the other 3 business owners. Second, while I got specific and challenging direction about autoresponsders and how to fix my website, I also got high-level vision and encouragement about continuing to build my business.  And I'm not talking about the rah-rah, you-can-do-it kind of encouragement, but the kind of encouragement you can only get from someone who has seen hundreds and hundreds of online businesses who truly knows what can work and what cannot and should just be walked away from."   Staying holed up in our own little "echo chamber" is a seductive temptation for us online entrepreneurs. But I know from experience that you need to get out and get beat up on a regular basis or you'll never reach the next level.   Iron sharpens iron.   If you're looking for direction for your business and are even ready to get knocked around a little in order to get wiser, join us at 4-man Intensive in September.   Apply here.   Carpe Diem, Perry Marshall PS: This will be the last 4-man Intensive at the old price. I'm raising the price $2000 after this session, so if you've ever considered a 4-man with me, now's the time.     ***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

Liberation Webinar #2 about to Begin

80/20 Liberation Webinar Series with Richard Koch & Perry Marshall TODAY, August 15, 10:00 AM Eastern Register Here    Mel,   Richard Koch and I are about to get rolling with 80/20 Liberation Webinar #2.    Today's big question for Richard...   “Why do so many entrepreneurs find it difficult...or impossible...to jump off the hamster wheel?”    I guarantee you Richard's answer will stretch you. Here's what else is in store.. Richard will have two BIG questions for you. The most important questions you can ask of your business....or any business. Richard will introduce you to “one of the most useful, and now neglected, tools for thinking about your business." Richard will talk about what to do when you feel your business may never allow you to jump “off the hamster wheel”. If you want off the wheel, tune in today at 10AM Eastern. Register Here.    Carpe Diem, Perry Marshall   ***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

"I'd Love to Get Off the Hamster Wheel...But I Can't" (webinar tomorrow)

80/20 Liberation Webinar Series with Richard Koch & Perry Marshall Friday, August 15, 10:00 AM Eastern Register for the Series Here   Mel,   I've been writing a lot lately about Richard Koch's philosophy of working one hour per day and escaping the “hamster wheel”. And I've received some very pointed responses from readers like you. Quite a few sound like this... "Perry, I'd love to get off the hamster wheel but unfortunately it's not turning fast enough in the first place. If I had some margin, some room to breathe, if I wasn't already struggling to meet payroll, I could possibly see myself adopting the “Richard Koch Way”. I would very much like to. But I can't imagine it. How do I get there from here?" Believe me, I often feel exactly the same way.   I am still chugging away on my own hamster wheel. I don't quite see the way off yet.  It's still a vision. But it's a vision I'm committed to realizing. And Richard has been off the hamster wheel for about 20 years.   Is he out of touch with the “real world” of entrepreneurs like us who are grinding it out every day? It's a legitimate question.  And on Friday's webinar, I'll ask Richard, point blank, “Why do so many entrepreneurs find it difficult... or impossible...to jump off the hamster wheel?”   Now, I won't guarantee you'll like his response. It will be challenging. It will be mind-expanding. But at the same time, it will be logical and make perfect business sense. Throughout my brief journey with Richard, what's struck me most powerfully is how his insights are a unique combination of unassailable logic and almost zen-like philosophy.  So be prepared for some practical “ah ha” moments and some mind-bending “What the...?” moments. Here's the plan for Friday... Richard will have two BIG questions for you. The most important questions you can ask of your business....or any business. Richard will introduce you to “one of the most useful, and now neglected, tools for thinking about your business." Richard will talk about what to do when you feel your business may never allow you to jump “off the hamster wheel”. If you sincerely desire to get off the hamster wheel and get to a place where you have the time and resources to achieve the things you're truly passionate about, it will require asking a whole new set of questions...and coughing up some hard answers. On Friday we will ask and answer those questions. Join us here. Carpe Diem, Perry Marshall     ***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