Disqus - Latest Comments for PaulMagee

Re: Ecko Unltd: How An Uncool Kid Built A Billion Dollar Urban Fashion Brand – with Marc Ecko

PaulMagee — Thu, 05 Sep 2013 17:37:43 -0000

Smart guy. It was fun to just hang out and listen to him try to make sense of that journey.

Re: Breakthrough Email: If You’re Good At Something, Build A Business Teaching Others – with Bryan Kreuzberger

PaulMagee — Sat, 03 Aug 2013 11:40:03 -0000

A salesman, selling a sales course to entrepreneurs is insulting them by having a squeeze page?

I don't want to speak for Bryan, but I doubt he has the whole Mixergy audience in mind. Just the percentage who are specifically interested in what he has to offer.

And considering that his squeeze page is designed perfectly to identify and interest them and he's just spent 70 minutes in this interview being open about himself, his story, his product and his journey, it seems perfectly appropriate to me.

It's hard to say this without it sounding like a personal attack, I really don't mean it as one, but if you find yourself insulted by people trying to sell you something, by giving away free training, in exchange for nothing more than an email address - and you have ambitions as an entrepreneur yourself - it might be valuable to look deeply into why you feel like that.

And I'm not judging you. I take my own advice. Whenever I find myself attracted, or repelled from a piece of marketing I study it to understand why I feel like that and what I can learn from it. Sometimes the answer is, you just aren't the target and it isn't their job to spend their time charming you. :)

Re: Unlike Steve Jobs, Mac Users Are The Most Charitable Of All

PaulMagee — Thu, 06 Dec 2012 10:22:58 -0000

What a lame headline. Jobs pioneered more than one industry, employing tens of thousands around the world and inspiring millions. The best you can do? Use his name to bait attention for a non-article.

Re: Interview: How FreshBooks And Mike McDerment Created It’s Own Product Category (And Then Dominated It)

PaulMagee — Wed, 03 Oct 2012 14:00:23 -0000

Great interview Clay.
I bet you'll never question the Tech status of Toronto again :)

Re: Protected: Lesson 5. Create A Supportive Bubble.

PaulMagee — Fri, 08 Jun 2012 06:10:33 -0000

Culls are good. Be ruthless. Suffering fools sucks energy like a vampire.

That's such a narrow definition of "art" to live within. The formal art world is so small and insignificant. But there are artists in every aspect of life. They all share the same challenges, the same limitations and potential of the human psyche.

True Artists are rare enough, so look for them everywhere. :)

Re: Protected: Lesson 3. Tie Your Success To A Cause Bigger Than You

PaulMagee — Fri, 08 Jun 2012 06:04:49 -0000

What can you do to remind yourself about that cause every time you start to doubt yourself?

Re: Protected: Lesson 2. Flip Your Worry. Keep Your Eye On The Prize.

PaulMagee — Fri, 08 Jun 2012 06:00:51 -0000

Steve, you're banned from ever using the term "creative block" again, ok :)
Being in a state like that means a) you haven't got the goals / steps thing sorted out properly and b) you haven't spent the time learning and understanding how your own mind works and c) you're not following a system. d) its a self esteem issue, not a creative issue.

Never ever waste time staring at an empty piece of paper trying to force creativity. Play, study, explore, learn. Practice. Feed problems into your mind, then go do something totally different (but pack your pad and pencil into your bag for when the ideas come)

Some people are addicted to the crisis of being creative and creative block, panic and last minute stress are all part of that addiction. (and I'm not talking about you here, I'm just using the opportunity to make the statement ;) We're moving further and further away from tolerating people who want to hold onto those kind of addictions, because they are totally unnecessary.

Who cares what outsiders think? There will be a point where everything you have learned on the MA comes together and the fear drops away, the playfulness of your early work will join up with the skills you are developing and you will soar. But you have to know and remember that the playfulness and imagination I've seen in your early work IS your greatest asset. Its not your ability to move a pencil.

Your personal system for operating needs that playfulness and imagination at its CORE. Like an athlete needs a strict diet to provide fuel to run, you need the input from outside ideas and lack of stress to fuel your imagination.

Re: Protected: Lesson 2. Flip Your Worry. Keep Your Eye On The Prize.

PaulMagee — Fri, 08 Jun 2012 05:41:56 -0000

Brilliant! It must have been the Flip exercise, right? :)

Re: Lesson 1: See All The Pieces Of The Puzzle

PaulMagee — Fri, 08 Jun 2012 05:37:51 -0000

It can really help changing your workspace up regularly. Especially any kind of plan or mapping area. We normalize our surrounding pretty quickly and things become invisible. There's a conscious effort required to focus on goals and the steps we need to take to reach them. Part of that effort is keeping the ideas at the forefront of your attention.

Re: Protected: Lesson 2. Flip Your Worry. Keep Your Eye On The Prize.

PaulMagee — Wed, 06 Jun 2012 18:05:24 -0000

http://www.subvertmagazine....

Re: Protected: Lesson 2. Flip Your Worry. Keep Your Eye On The Prize.

PaulMagee — Wed, 06 Jun 2012 18:04:39 -0000

What's the TED talk url?
I totally buy the conditioning idea. People talk about left brain and right brain all the time, but understanding the relationship between what we do unconsciously (on autopilot because of that conditioning) and what we can do consciously, through our own will, is far more useful.

Knowing what we can and can't do consciously is super important. We CAN make choices. But we CAN'T just re-write all that programming with a single thought. It does require the ongoing process of forming new habits, conditioning new behaviour.

I always associate the word conditioning with boxing or martial arts training. You don't get up one day and think "I'm going to be a great fighter", then it just happens. You condition your mind and body over years.

When you accept that you can "sculpt" yourself, you can start down the path towards anything you want.

Check out our interview with the Shaolin Monk, Sifu Yan Lei, he's my conditioning hero.

" Funny how these new lessons popped up just when I needed them "

8-) <-- this is me rolling my eyes ;)

Re: Lesson 1: See All The Pieces Of The Puzzle

PaulMagee — Mon, 04 Jun 2012 13:48:51 -0000

Sounds like you're on the right track Annemarie, I always start with a vision for the future of that area of life, then work out the strategy required to create that vision, then the specific tactics that I can start doing.

I love that you've taken some BIG actions since the last program!

So, just remember, the list of things "to do", is usually a list of tactics. You can have 50 tactics all leading to the completion of 1 goal.

In general, achieving new goals often means creating new habits. That process of creating new habits requires focus. So you need to prioritise, so you can allocate your time and mind effectively.

If something is already a habit, you can just keep doing it. So, you might work on your music for a couple of hours every night. But if say, you want to develop the primary habit of hunting for a new job, you'll want to set up new habits to focus on that daily.

I find that one primary mental goal at a time is best.
But...
Its often good to balance a mental goal with another goal that doesn't require the same type of thinking.

Fitness goals work well at the same time as a mental goal. And also help provide the energy you need. (And a social benefit in a new home town)

I almost always balance a new big mental goal with a fitness goal that gets me outside. Energy and stress relief are a key part of any mental success.

Re: Personalized Retargeting, Our New Coffee Mug, And Why Eugene Schwartz Is My Homeboy

PaulMagee — Wed, 16 May 2012 12:01:18 -0000

"Drayton Bird is my Drug Dealer" :)

Re: Protected: AAA: How To Get Published Or Exhibited

PaulMagee — Fri, 23 Mar 2012 20:16:35 -0000

Julie, that sounds like the Ira Glass interview you're talking about, or someone elses interpretation of his idea. I think it can be the case, its also an appealing idea for people that they just need to grow into their own "taste".

Do you watch Project Runway ? I recommend it and the Apprentice to all creatives. not for the drama, but for understanding how people operate effectively or not under pressure. Austin Scarlet just failed to win because he's focusing on being "a star of stars" and his dress making skills don't match up to his persona skills yet. That's an easy problem to fix if he realises its his only problem. People love HIM and his creative persona, he just needs to develop some taste to match the stories he tells and plays out. Its easier to develop technical skill than personality!But often, although growing into your taste is a great story, I know more people struggle with self image challenges. That's the primary focus of the money program we're working on now. In reality, for most people, they aren't just struggling with their lack of taste, they are struggling with a whole life and identity which doesn't match up to the one their parents installed as they were growing up. Its THAT internal conflict which prevents people going all out and becoming super skilled, talented and tasteful. Ironically, you will see on shows like Project Runway, the people with the BIGGEST issues of trying to please their parents are often the ones who are able to dig into the most energy, which results in "taste" and "talent". How screwed up we are as individuals and how that provides the drive for the thing we call success is a big topic, and one where ultimately we have to ask, do we want success to quiet the demons of parental approval or success to be happy. They often look different. BTW - this program doesn't wind down, it launches you into space. :)there will be an opportunity to download all lessons.Paul.

Re: Protected: AAA: How To Get Published Or Exhibited

PaulMagee — Tue, 20 Mar 2012 22:24:57 -0000

Annemarie, you answered your own question - they should be valuable, relevant and interesting. Am I going to write them for you - no :)

Here's the thing, if you can't think of anything valuable, relevant and interesting to say about your own stuff, then you don't have a business.
You and your product have to be valuable, relevant and interesting from the start - that's what this whole program is about. Letter are just a personal way to communicate that.

Other than that, a good outline for any business communication is -
explain their problem
explain why hasn't it been solved
explain why your new solution is great
explain how their life will be better
tell them what you want them to do now.

Re: Protected: AAA: The Magical Difference That Seems To Give Some People All The Luck

PaulMagee — Thu, 08 Mar 2012 15:37:46 -0000

Julie, look back and read all my previous comments on the topic. The lessons we all need to learn the most are the ones we magically manage to ignore the longest. :) The single thing you need to do is position the cause you embody in a way your audience really embrace, the cause that will make your audience buy everything you create. When you get your positioning right, you will do amazingly well. You have above average skills. Until you do, you're scentmarking in the wind.
I'm cringing at myself right now.

Re: Protected: AAA: The Magical Difference That Seems To Give Some People All The Luck

PaulMagee — Thu, 08 Mar 2012 04:00:21 -0000

ha, Julie, I get the sense that I would never be able to compete with you consulting yourself. Or getting you to focus :)
But you are autocorrecting and taking action, so that must surely be a good thing.
However, I am going to push you, every single week until we're done, to produce those simple, universally understandable descriptions of what your various empires/products actually do. Have fun in the field!

Re: Protected: AAA: How to get more money

PaulMagee — Fri, 24 Feb 2012 23:02:23 -0000

Hey Annemarie,
several of the things you mention are linked. The "old boys club" and you feeling intrusive and therefore not ringing for one.

Always be on the lookout for phantoms you create in your own mind and be ruthless in removing them.

Being afraid of rejection is what prevents you from ringing. The excuse you tell yourself is - well there's an old boys network that I can't get into whatever I do, so I might as well not do it.

I have yet to meet a human being who doesn't work for the purpose of supporting their own ego / self esteem / self image. Yes, even mother theresa.

That includes every member of any "old boys club".

What is an old boys club? It's a group of people who Know, Like and Trust each other. That is all. They may well have worked together for years. Come up in the industry together. This isn't some evil thing, its entirely predictable. You will be trying with all your might to get your clients to Know, Like and Trust YOU.

So, forget who is "in" or "out" and think only of Communicating and Proving you are a person who is easy to Know, Like and Trust. Those 3 words are the only barrier you need scale.

First - you need to know, like and trust yourself.

If you have the talent, just make it accessible to people. Think of your website as a meeting with the people you want to work with. Make it easy for them to know, like and trust you and see how your work will make their work better. Remove anything that gets in the way of that.

Having said that, For what its worth, I think in many businesses phone calls actually are an intrusion. Novel, personal and frequent snail mail is better. Making appointments in person. And one we use a lot, personal video messages. They are often as afraid of people they don't know as you. Show them you're likable and talented and not an ass and they are more likely to get in touch.

You strike me as a smart young woman, so my experience tells me, if you can put your fears aside, fears or rejection AND acceptance, you will be able to come up with some novel, creative way to present your talent to them in a way that will blow them away.

You just have to forget convention and forget the idea that there is a fixed way to do things.

Talent and likability communicated clearly. That's all it is.

But you must lose those self sabotage demons. THEY are the real barrier. Or rather THAT. The image of ourself that we carry around. The false ideas of our place in the world. What we deserve or don't deserve. To succeed in anything, we must become a leader and lead ourself.

This is a topic that we are going to explore in greater depth in the new make money program. However many of the keys of that new program are already covered in here and in my comments. Also check out the David Horvath interview we just rereleased. The most important thing in that interview - you must work on seeing what you want in crystal clear pictures on a daily, even hourly basis. You must constantly be programming your unconscious, the goal getting machine that makes everything happen, with the result you want. This is the opposite of what most people do, which is daily and hourly spend their time WORRYING. What is worry? It's programming your unconscious with what you DON'T want!

BTW - there are plenty of polished clean wordpress themes for less than $50. you don't need any more investment than that.

I want to push you this week, to take some action on the above. Forget that this is marketing, just think of it as communicating your skills to human beings. Make something happen. There are many people on this course with you right now who are choosing week by week to remain passive, inactive, stuck right where they started. (and many of them paid x10 what you did and have private email access to me that they don't use!!! It drives me fucking crazy. And is a perfect example of people having a resource right in front of them and not using it.)

You, on the other hand have been able to communicate intelligence and confidence, whilst being pretty open and human. That puts you in the top 2% of people on this program. So, don't sit on that ability. Make something happen this week. Push yourself further. Get up earlier (i'm writing this at 4am) Do more. Fear nothing. You have NOTHING to lose but your demons. Use your current location as your testing ground. That allows you to make as many mistakes as you want with no fear. You can screw EVERYTHING up and once you've overcome every fear and perfected your communication, then, and only then if you still want to move, go for it. But for now, wherever you are in your playground, your sandbox, make something happen.

Paul.

Re: Master Class: How to have a profitable launch
(even if you’ve never sold anything online before)
Taught by Sean Malarkey of Inspired Media

PaulMagee — Thu, 16 Feb 2012 15:59:59 -0000

Yup, lots of good stuff in here. Thanks Sean / Andrew.

Re: Protected: AAA: Make like a scientist and banish uncertainty and fear from your decisions

PaulMagee — Wed, 15 Feb 2012 18:55:53 -0000

pay per click advertising. Facebook Ads or Google Ads. Once you know it costs £5 to make a sale with a profit of £6. You've created your own printing press which you can scale infinitely and automatically-ish. Rather than spending all day on Facebook talking to people who are procrastinating.

Search "split testing".
The companies who sell split testing software tend to have useful blogs.
kissmetrics.com, conversionrateexperts.com
No use reinventing the wheel or wasting years testing things that they have already proven one way or the other.

Re: Protected: AAA: Make like a scientist and banish uncertainty and fear from your decisions

PaulMagee — Wed, 15 Feb 2012 13:25:25 -0000

hey Julie,
first of all, let me make it clear, if I'm tough on you, it's because I think you have a lot of potential. With that in mind...

On the "I'm clearer in real life" issue.. I don't doubt it. And there is also a direct link between how we think / focus and how we talk and write. That link works both ways. The ultimate goal of any smart person is to think with the maximum degree of clarity, so as to screw things up ourselves as little as possible.

Writing helps clarify our own ideas. It's like emptying the messy drawer on the bed, then, item by item putting things back in there, in an orderly manner and discarding what is no longer necessary.

So, however clear and focused you really are in real life - it isn't as clear and focused as you will be after you've learned to write about your work more effectively.

Writing about your work isn't the same as writing.

I've briefly seen some of your writing and it sounded great. But when we start to write about our work, all sorts of personal fears and hangups and doubts slip in the door. That's why its important to practice the writing and lose the demons.

So, whatever part of your business empire you DO want to work on in this program, you should still go ahead and write that clear description.

I pay zero attention when people (anyone) tells me how much everyone else loves their stuff because they are always saying so.

You've watched House. Patients lie! :)

I knew a woman who wore outrageously bright clothing once, I can't tell you the number of people who told her how great she looked to her face - and sniggered behind her back. She was convinced she was the best dressed woman in town.

This is where the testing comes in. This is where you need the right metrics and the stand off approach. People lie to you. People lie to themselves. We lie to ourselves. We distort what we see and hear with our mind. But leads, sign-ups, conversion percentages, A/B, SALES, repeat sales. These things do not lie.

For social media tips - Amy Porterfield, Laura Roeder, Mari Smith. Follow them, watch their back video's. Plenty of tips in there. Some will contradict each other in places because there's never only one way.

What you said is the best rule - notice what turns YOU off and don't do that. However, what turns you ON is slightly harder to spot. When its done well, we don't even see it.

And on the general topic of social media - use it to learn about your market, then once you have your "formula" and you really know what sells your products and what products your market wants, move from social media to Pay Per Click.

It's easier to buy customers and a lot more of them, than sit on facebook and twitter listening to the woes of the masses all day. That will drive you mad and stop you working on great content.

Another Tip here, I don't think I covered above - Potential customers are NOT your FRIENDS. Interact with them too much, get to know them too well on social media and they WILL NOT BUY from you. We don't buy from people we see as equal. We buy from people who have something we don't.

Most social media stuff is technical and about how to engage people. What's really most important is having a cause that readers want to be part of. Belonging to your group because it reflects their values as a human being. They should be proud to be in your circle.

That shouldn't be too hard with animals. In fact it should be easy. As long as your niche's are CRYSTAL CLEAR.

When you are testing, all other conditions must be equal. Learn google website optimizer.
You can't test one site against a totally different one. There will be 1000 different variables and not enough traffic.

A test has to be done properly, testing 1 thing, with no other variables and enough traffic, to be of any value.

Split testing companies blogs are great for ideas on what THEY already tested and you can test to confirm on your site.

More than ANYTHING, you need to be split testing those simple pitches that I haven't seen yet, which your customers will see in the first 5 seconds of finding your site. They are the headlines of your business and until you're great at headlines, the rest of the work is meaningless because they are GONE before they see it.

Have fun on your travels.
Paul.

Re: Protected: AAA: The most important thing in website and store design

PaulMagee — Sun, 12 Feb 2012 01:48:43 -0000

Be wary of comparing apples to oranges. A computer game, especially the follow up to an existing successful one is NOT the same as music from an unproven source. The market values many computer games at 10x the value of music albums. Go check music from unknown bands on those same sites and see how much people are pre-funding them. Be realistic in everything you do, look for the truth, notice where you BS yourself, try to do it less. You'll see more real opportunitties and suffer fewer disappointments.

Yes on doing the videos and skype, do it!

Re: Protected: AAA: Make like a scientist and banish uncertainty and fear from your decisions

PaulMagee — Sun, 12 Feb 2012 01:39:23 -0000

"being in the right place at the right time. People give work to those they know etc" there's plenty of stuff about that throughout this course. The answer is WORK. Not what most people want to hear, so they call it LUCK. :) Being in the right place at the right time is as much a part of a successful business model as having a good product.

The ultimate question is - how much do you want to be more successful than the average person. And what are you willing to invest to achieve that? Time, money, missed fun and freedom in the short term, for more money, fun and freedom in the long term. The ability to delay gratification is one of the key predictors of success.

Focus your thoughts, simplify your needs, limit your options and commit to something.

As for the opportunity - the real opportunity is always in you. To overcome fears. To grow. To become the kind of person who does that kind of thing. The location is irrelevant. Build YOU. You are portable.

Re: Protected: AAA: Make like a scientist and banish uncertainty and fear from your decisions

PaulMagee — Sat, 11 Feb 2012 23:10:30 -0000

It's great that you're thinking it through and processing how you can TEST.

I'm going to try and save you a little time....

There are already people in the ad business who specialise in knowing which track to use with which ad. They don't buy on price. There's nothing to stop you going into that business and being that person who the ad agency calls on. Just know that its an existing thing and you would best learn that job from someone already doing it. Don't try and "invent" that niche from scratch.

Also - any business model that requires "hitting the jackpot" isn't a business model its gambling.

- Inventing great ideas that can be sold via infomercials on late night TV is mostly a gamble.

- Being the production company that makes the ads, manages the selling and distributes those products is a business model, with much lower risk and much bigger upside.

For every 100 inventors, 1 or 2 products might actually be hits.
The production company knows from experience to only spend money on testing the most likely hits. They might test 5 or 6 out of 100 submitted inventions. They win BIG. Most inventors LOSE big.

Always make sure the business model you are creating is a real business model.
Not a job.
Not a gamble.

Do not rush to come up with the perfect business model in a few weeks.
It's OK to TEST by DOING and paying the bills. Just make sure you're looking at each job as a test and asking yourself appropriate questions.

The reputation building happens way more when you specialise because niches tend to be separate and often clash against each other.

I think at this point really learning more about what's already going on in the music / ad business already is a good idea. Go see the ad agencies, ask them how they do it. Learn the business a little deeper. You may see opportunities. Be willing to knock on lots of doors and have people ignore you. All good practice.

On the band front - unless you're doing it purely for fun, I'd be more interested in what I could do for the cruise crowd than the art crowd. I always like to fix the money issues FIRST. I don't know your financial situation, but survival mode isn't a good place to think clearly from or to take risks from.

Anything to do with art artists will COST you money, not make you money :) Bare that in mind. A room full of people is like a bunch of followers on facebook. Meaningless unless they are the right people. Trust me, half my time is spent getting rid of the wrong people! What is the purpose - fun or money to support a bigger cause?

BTW, the post earthquake thing is an OPPORTUNITY to bring a community back together and its a VERY newsworthy one. I'd be writing a song about it. Putting on a concert with other bands. Music like sports is seen as something that brings people together in tough times. Right there is a powerful cause that all sorts of people would help you with. Use it. It will do your local reputation and credibility a world of good.

Re: Protected: AAA: The most important thing in website and store design

PaulMagee — Thu, 09 Feb 2012 17:38:32 -0000

Our story was referenced in a previous sales letter and about us page.
For more of our story, keep your eye on the other blog posts that are going out, I'll be revealing different aspects of our backstory in those.
I took the about us page down because I'm re-writing it with Angel as the focus. (That's even more focus and simplification for us, which is never ending.)

You may be reading comments from previous course members. There have been multiple versions of this program.
You aren't missing anything critical, don't worry.

I've been working, only partially successfully, on the comment system in the past few days.

Onto you...

I'm a step closer to understanding what you do. But only a step.

The fact that you're on 2 coaching courses at the same time is crazy. Every communication you have made so far screams the need to focus to me.

Nobody is 4 things. When you try to be 4 things, you end up being nothing to anybody.

You have to do 1 thing really well.
The other things are supporting acts. People discover the supporting acts, you don't hammer then home.

When I say - what do you do?
The answer must be crystal clear.

I'm John, if your plumbing is blocked, I'm the guy who can have it fixed within the hour.

I'm Peter, I'm the gentle dentist, I only work with people who hate the dentist.

I'm Sue, I write songs that inspire young women to stand up for themselves.

I'm Melissa, I help new mothers connect with each other and get back in shape.

Which is your main gig?
Which is the thing you want to improve?

Lets take the first one...
"I am a consultant in the field of Conservation Biology specializing in Human/Wildlife Conflict"

Every time you communicate what you do you have an opportunity to build that network or not. I have never come across a communication that doesn't spread further when simplified. The more people who understand it, the more people will remember it, the more people will call on you when needed.

There are always 2 choices -
1) sound smarter
2) sound memorable

Memorable is way more successful.

Lots of people like to call themselves consultants.
But most people don't like the idea of having to call or hire consultants.
What is an alternative name?

I could ask 1000 people what "conservation biology" is and most wouldn't know.

Human/wildlife conflict. is another technical term. If you asked 1000 people what that meant, most would mention the new planet of the apes film.

I would strongly, strongly recommend finding a way to say all that specialised stuff in as simple a way as possible. A 10 year old should understand what you do. Because outside of your academic background, everyone else might as well be 10 years old when it comes to understanding what is unfamiliar to them.

I'm Julie, I work in wildlife conservation, I stop animals and people stepping on each others toes.

(that may be totally incorrect, but I hope it illustrates a point)

"In the first instance people need what I have to offer because I've developed a network of interested folks and have helped found 2 orgs that work directly on these issues."

This doesn't tell me anything more about how you help people.

This is what I want to hear...(imagine this whole conversation is going on at a party)

What do you do?

I'm Julie, I work in wildlife conservation, I stop animals and people stepping on each others toes.

That sounds interesting, tell me more.

Well, last week I was in India, on behalf of the WWF, where I helped relocate a family of tigers who were stepping on the toes of a local village. We managed to save 3 tigers and the villagers!
But I also work in the US as well alongside the Dog Welfare Society. If people can no longer look after their pets, we help find new homes for them.

Again, that may not be what you do, but the person who asked you at the party would 1) understand it 2) remember it 3) therefore connect you with more people and refer work to you or want to hire you. There's no learning curve for them, so your message will spread.

Now, if you have a good network already, my guess is, you're better at doing this, consciously or not, in person. It's time to translate that to print, in one clear message.

Because do you know what people take away from those conversations (and scanning a website is a party conversation)? "She's the tiger lady" or "the horse woman" or "the elephant tamer" or "the pitbull woman" or "the scent marking woman". So YOU have got to steer that image in just a few WELL CHOSEN sentences.

Also, I inserted 2 "clients" in that conversation. The WWF and the Dog welfare society. People need to know WHO your CLIENTS are. They won't refer people to you otherwise.

Who can we refer people to when...
- our plumbing is blocked and we need it fixed fast?
- our tooth is chipped but we are scared of the dentist?
- we want to encourage a young woman to stick up for herself?
- we want to get back in shape and get out of the house after having a baby?

So, I need to know who your clients are, so I can refer people to you?
Do you JUST deal with a small number of agencies?
Or governments?
Or the public?
Or who?

The more you work on this, the more it transforms and aligns your business because the better you understand the business yourself! Right now I don't get the sense that you are clear on this yourself? You can be taking all the action in the world, but not getting to where you really want to go because you're not Focused. It's actually harder for me to help unfocused action takers, than focused procrastinators.

Try again for next week, stick with just the 1 most important thing you are here to improve upon and really make it clear what you do, who your clients are and how it helps them. Re-read all the articles so far and focus on these 1 sentence and 2-4 sentence expanded descriptions.

As for our marketing, it's very common for people to jump onto even our more expensive programs after a single tweet. But the work that went into knowing what that tweet should say was HUGE.

One of the most effective lines that connects with our clients is - If you're giving it all you've got, but you're not getting the results you deserve...

90% of the marketing effort in my business is understanding how you guys define your challenges in your head, so I can connect using the right words. Whilst making sure those words connect with the type of people we actually enjoy working with.

The poor guy who has a tiger in his backyard doesn't give a hoot about biology consultants and conflict resolution. That dude wants The Tiger Woman and fast.

Have a great week F o CUSING
Paul :)

Disqus - Latest Comments for PaulMagee

Re: Ecko Unltd: How An Uncool Kid Built A Billion Dollar Urban Fashion Brand – with Marc Ecko

Re: Breakthrough Email: If You’re Good At Something, Build A Business Teaching Others – with Bryan Kreuzberger

Re: Unlike Steve Jobs, Mac Users Are The Most Charitable Of All

Re: Interview: How FreshBooks And Mike McDerment Created It’s Own Product Category (And Then Dominated It)

Re: Protected: Lesson 5. Create A Supportive Bubble.

Re: Protected: Lesson 3. Tie Your Success To A Cause Bigger Than You

Re: Protected: Lesson 2. Flip Your Worry. Keep Your Eye On The Prize.

Re: Protected: Lesson 2. Flip Your Worry. Keep Your Eye On The Prize.

Re: Lesson 1: See All The Pieces Of The Puzzle

Re: Protected: Lesson 2. Flip Your Worry. Keep Your Eye On The Prize.

Re: Protected: Lesson 2. Flip Your Worry. Keep Your Eye On The Prize.

Re: Lesson 1: See All The Pieces Of The Puzzle

Re: Personalized Retargeting, Our New Coffee Mug, And Why Eugene Schwartz Is My Homeboy

Re: Protected: AAA: How To Get Published Or Exhibited

Re: Protected: AAA: How To Get Published Or Exhibited

Re: Protected: AAA: The Magical Difference That Seems To Give Some People All The Luck

Re: Protected: AAA: The Magical Difference That Seems To Give Some People All The Luck

Re: Protected: AAA: How to get more money

Re: Master Class: How to have a profitable launch(even if you’ve never sold anything online before) Taught by Sean Malarkey of Inspired Media

Re: Protected: AAA: Make like a scientist and banish uncertainty and fear from your decisions

Re: Protected: AAA: Make like a scientist and banish uncertainty and fear from your decisions

Re: Protected: AAA: The most important thing in website and store design

Re: Protected: AAA: Make like a scientist and banish uncertainty and fear from your decisions

Re: Protected: AAA: Make like a scientist and banish uncertainty and fear from your decisions

Re: Protected: AAA: The most important thing in website and store design

Re: Master Class: How to have a profitable launch
(even if you’ve never sold anything online before)
Taught by Sean Malarkey of Inspired Media