Marketing For Life Coaches

Hello again,

Not everyone is aware that my wife, Jacqui Carrel is a life coach, as well as being the other half of Cinnamon Edge. And there are a lot of life coaches out there these days - in fact, it's said to be the UK's fastest-growing profession.

So, it follows that to be a successful life coach, you need to be:

1 Very good at coaching

2 Very good at marketing

Luckily, Jacqui is both. But not everyone has the time or the inclination to learn a profession and learn how to promote themselves. Even those who know how, don't always have the time and energy to devote to marketing.

The problems of learning to do both things is amply addressed in Jacqui's new manual, just released, The Life Coaching Manual.

But for those life coaches for whom marketing remains either a problem or a chore, we also have a solution: specialist life coach marketing from yours truly. Apart from contributing chunks of marketing ideas and methods to The Life Coaching Manual and co-authoring The Complete Marketing Manual, I've also helped and advised other life coaches and similar professionals with their marketing and promotion.

So you know, if you're a life coach looking to promote yourself more effectively, or a new or prospective life coach looking to get started, you've come to the right place.

I know you want:

• More leads


• More referrals


• More higher-paying clients


• More payable hours and fewer spent promoting yourself


• To move closer to YOUR dreams, more quickly

All of which you can get from Cinnamon Edge. If you're a new life coaches or you're business isn't bringing you the rewards you hoped for, you should buy The Life Coaching Manual. All business people who want to do better should take a serious look at The Complete Marketing Manual...

And if you want more personal hands-on help with your marketing, especially if you're a life coach, you should contact me.

Roy Everitt, Specialist Life Coach Marketer.

What Do You 'Produce'?

Hello again,

One myth that holds back many a business person is the idea that he or she (or his or her company) produces one product, which we’ll call ‘Product X’.

Well, of course, many companies do just that. They go on, year after year, producing this or that product or service, perhaps adding ‘Product Y’ to their range in due course.

But sometimes the demand for products X and Y dries up. Rather like life on Earth, there are a million times as many extinct products, or species as there are extant, surviving ones.

Companies with foresight might see the end coming, and evolve and adapt to create new products and services for the new environment. Many companies are more like dinosaurs, though, and carry on in the old way, with obsolete products, because they served them well in the past. Those products were once brilliant ideas, but not now…

Meanwhile, you may have a passion, a dream and boundless ambition, and you might have a new product that you know the world truly needs. You may, but you’ll be hard-pushed to sell that product if it’s also something no one actually wants. Instead of being a dinosaur, your company might be an evolutionary dead end…

You can spend months or years and unbelievable amounts of money ‘educating the market’ to want what you feel they need. Just as you can pour endless amounts of money down the drain trying to promote something that people used to want but no longer do. Either way, you’re in danger of extinction.

Listen to the market, ask your customers their opinion and watch for signs of what people actually want, not what they need or what you feel they should have.

Then you will have a better chance of owning a brilliant business, not just a brilliant idea.

Roy Everitt, Writing For Results

PS. One product that we created to suit customer demand is The Complete Marketing Manual. It wasn't in our plans for now, but we saw a demand and created the product to suit. We can help you do the same.

PPS. To find out what your customers really want and think, why not ask them? Ask us about setting up a survey, made to measure, so you can supply people with exactly what they want. That’s the easiest ‘sell’ of all. Go to our Cinnamon Edge website to see how we can help you set up a survey to ask your customers what they want from you.

Don't Take it From Me

Hello again,

One of the most powerful marketing tools you can use is one that requires very little from you (apart from doing your job conspicuously well). That tool is the word of other delighted customers and recipients. These testimonials work best when they are most authentic. That is, when they come from people you don't know personally, and without any prompting.

Here's an example of just such a testimonial that I received by email today:

"I have been receiving your fantastic and very informative newsletters for a while now and felt I had to write!

I run an independent PR business ... I often pass your info to my clients to stress the importance of communication ... Hope you don't mind me writing, I will look forward to your next installment.

Many thanks and best wishes,
Sophie"

Sophie runs a PR agency, called Bizari Promotions, so she knows about the value of communication in promoting your business. So do we, which is why we publish the regular newsletter Sophie is so enthusiastic about. You can get your copy, delivered directly to your inbox, by just leaving your name and email address. Plus, you get a free chapter of our new manual, The Complete Marketing Manual, and two other bonus reports as a thank you.

Until next time,

Roy Everitt, Writing For Results

PS. If you ever get any letters, comments or emails complimenting your business, or even verbal compliments, make sure you use them, with permission, at every opportunity. One word from a satisfied client or customer is worth a hundred from even the best copywriter.

Is Email Marketing Dead?

Hello again.

Judging by the number of emails we all send and receive every day, email marketing is still very much with us.

But how many of those emails are read and acted upon? Most of us have some kind of spam filter, and then we delete a lot of the mail that gets past that filter, without even opening it.

Still, I'm betting you read at least a few email messages every day, and if most of those are from friends, family and colleagues, there will be a percentage that nonetheless contain a sales message of some kind. And if you think you never read any of those, then they're probably slipping under your radar! Score one to the email marketer.

The ones you do notice are also succeeding, of course.

'Succeeding' doesn't have to mean persuading you to buy - marketing isn't just about closing the sale today - it means getting you to 'receive' the marketing message, because all marketing is a process, not an event.

So every message you open is another step towards an eventual sale (or it's another step towards your losing interest and unsubscribing), just as every email you send could be...

Because you don't just have to receive all these emails every day, you can send them, too. It's really quite a simple process and it's amazingly cheap (and therefore cost-effective) if you choose to do it yourself. Even hiring someone to do it for you, using their copywriting skills and experience, needn't cost the earth, and results will usually be even better.

When you target your old and existing customers you'll multiply their lifetime value to you.

You needn't worry about alienating people. We're talking about emailing your customers, not your friends here. If a few do unsubscribe, ask yourself this: do you really need to stay in contact with 'customers' who don't buy anything and don't want to hear from you?

So, is email marketing dead?

No; but maybe, for you, it is sleeping...

Roy Everitt, Writing For Results

PS You won't be surprised to learn that email marketing is one of the services we offer at Cinnamon Edge. You can read more about it in The Complete Marketing Manual or by signing up for our newsletter and free reports, using the form on this page.

Internet Marketing - Anyone Can Do It!

Hello again,

The best thing about Internet marketing, and what prompted me to use such a bold headline, is that it can act as your shop window, your shop floor, your sales person, your cashier, your bookkeeper, your production workers, your workshop and your delivery system. All, pretty much, for free.

And the more you sell, the closer to ‘free’ it gets. Digital products cost nothing to deliver via the Internet, so margins are astronomical. Almost regardless of the business you do now, you will be able to create, or have created for you, a digital product – an ebook, a software download, an audio or video recording, a ‘how-to’ manual, or whatever. The recurring income in IM is from products that cost very little to create except for time and imagination but which sell over and over again, with free delivery and zero manufacturing costs. And ‘physical’ products like manuals, DVDs and the like sell for prices far above the cost of reproduction and delivery anyway.

So you haven't missed the boat, even if you haven't started yet. Here's a great resource that will take you all the way from novice to know-it-all, and from zero income to a potential income with lots of zeros. It's from my good friend Terry Telford, and I have to say he's roped in a good few friends of his own - and what circles he moves in!

Terry's 'Business Building Strategies E-course' is the real deal. You might even be intimidated by the sheer amount of wisdom he's collected together, but the great thing is you can follow one 'teacher' at a time or dip in and out to gradually hone your own methods and fill in the blanks in your knowledge-base. If he's left out a thing, I haven't spotted it! Get it HERE.

Another great thing about the Internet is that you can keep things very simple: while it’s delivering your merchandise and collecting and recording payments, the Internet is simultaneously building you a database of clients you can go back to time after time. By integrating an auto responder system like Aweber into your sales and marketing process, you can automatically add every online customer and every enquirer to your database, so you can repeat your sales message as often as you see fit. You can also be more subtle with your email marketing, by providing useful content and information, like our Cinnamon Edge articles and newsletters, building the trust and respect of your potential clients until they feel happy to buy from you. Or they can just keep reading.

Either way, it still costs you next to nothing to stay in touch. If we can do it, so can you!

Roy Everitt, Writing For Results

PS. You can get the Business Building Strategies E-course here.

PPS. We've also just updated The Complete Marketing Manual and we're so proud of it we want you to have the first chapter, absolutely free, when you go HERE

21 Ways to Promote Your Business

Well, we do like to be generous, but of course we have an ulterior motive...

Meet...

When you go to The Complete Marketing Manual we'll give you 21 easy and effective ways to promote your business, absolutely free, PLUS the first chapter of The Complete Marketing Manual to sample.

Because if you have a business, any business, and you're starting to feel the pinch, you need better promotion and marketing, simple as that.

Get it free at The Complete Marketing Manual from Cinnamon Edge

Roy Everitt, Writing For Results

At Least Something Works!

Hello again.

Frustrating isn't quite the word when you've gone to the trouble of directing people to a website, only to find you can't update the content to give them what you've promised.

The mysteries of Internet Explorer and/or Google conspired to prevent me updating this page yesterday, but I'm here now.

And the plan was to tell you how the death of email marketing has been greatly exaggerated. To point out that any other advertising medium that could deliver a twenty-four percent response would be lauded to the hills. And any that subsequently delivered over sixty percent of those responders to the advertised event would be hailed as revolutionary.

It wasn't lauded (except by me) and there's nothing very revolutionary about email marketing. I guess it depends on three things:

1. How targeted the original list is
2. How good the offer is
3. How well we write the emails

So we can probably say we got three out of three for our last campaign. Fifty attendees from a list of about three hundred people (and from just under eighty opt-ins) has to be good.

So when I finished congratulating myself for that success I could only think I should be doing this kind of thing for a living!

Then I remembered I was, decided to tell a few people about it, and hit the brick wall that either Microsoft or Google temporarily threw up in my path.

Still, I'm here now, I've told you about it and I can only ask one question: how would a twenty-four percent response to your next campaign help YOUR business?

Roy Everitt, Writing for Amazing Results

Post Launch Profits Launches!

It's here!

Hello again.

As promised, here's the link to Post Launch Profits

There's already quite a buzz going around about Alex Jeffries' new product.

Almost exactly a year ago, Alex launched his first product. It went pretty well, by all accounts, as well-supported launches often do. But there's a story behind these massive launches that's not often told...

You see, even the biggest launches often only last a few days. A few very exciting and lucrative days, it's true, but a few lucrative days is not enough to build and sustain a business.

No, what you often don't get to hear about is what happens next - how the really successful marketers sustain their income for week after week and month after month. It's something Alex had to learn pretty fast, and that's what he's sharing with the world today. It's how he turned one successful launch into a $100,000 year...

And it's how you can do the same.

Perhaps the most amazing thing about this product, which I know has taken months to write is that it's free... I suggest you download it right away, at Post Launch Profits

Roy Everitt, Writing For Sustained Results

PS It's one thing creating a great product, getting jv partners and affiliates on board and launching it successfully (actually, that's three things), but the next step you'll need to take is to sustain your post launch profits. Alex Jeffreys tells you how. Here's the link again, to Post Launch Profits.

Boom is Busting Out All Over

Hello, once again.

From great ideas going missing (see last Thursday's post), I suddenly have three slightly less stupendous things I need to talk about. I'll stick to one for now...

On Friday, I mentioned the recession that's about to hit, and told you how great an opportunity that can be, as long as you know how to make the best of it.

But thoughts of recessions, depressions and weary, worn-down people reminded me of a story I heard quite some time ago, possibly from Dan Kennedy, possibly not.

It concerned a salesman of the old school (still with us, of course, despite 'everything' being online now), who was selling encyclopedias door to door. At one run down looking home, he was invited in. The couple sat him down and offered him a drink, making him feel very welcome. Clearly, they had very little money and hardly any possessions that didn't look old and tired. The carpet was threadbare, the cups and saucers didn't match, there was an ancient radio in the corner of the lounge, etc, etc.

But the husband wanted to buy his encyclopedias - the complete set of which would probably cost as much as the combined value of all their other possessions.

The salesman doubted they could afford them. More importantly, he didn't think they should. They should spend what little money they had on essentials, like food and fuel.

Still he wanted the books.

The salesman, very politely, said no, and decided he should leave.

At which, the gentle, mild mannered husband flew into a rage, chased him out of the house and down the street, shouting after him: 'Who are you to say what I can and can't afford? What business is it of yours to tell me what I should spend my money on?'

Who indeed?

There are people today, who insist they are trying to sell their products, but who nonetheless get squeamish about actually asking people for their money. 'They might not be able to afford it' is just another excuse we make for not trying very hard.

Our concern is whether the product is worth the money we ask for it - not whether someone else 'should' spend that money. It really is none of our business. We really know next to nothing about them. We must offer them good value and let them choose.

That's our job and that's all our job is...

And as an aside, who knows what value we might now put on all the information in those encyclopedias? They were probably a bargain, and it shows information marketing is nothing new!

Roy Everitt, Writing For Results

PS. Speaking of progress (and valuable information), 'Web 2.0 Stampede' represents a large dollop of both, at a very affordable price, even in these apparently straightened times. Clck on the blue banner to the right, and take a look.

If I Read it in The Papers...

...It must be true.

Apparently, there's a depression on the way. 'Everyone' is saying as much, so I guess it will happen, even if it wasn't going to before.

Sometimes, I think 'everyone' just gets a bit bored with doing okay from time to time...

But anyway, there's a recession on the way and it's great news.

Not for everyone, it's true. But for me, and for you, if we both play it smart.

Because the business I'm in thrives on difficult times and competition and even a shortage of cash. If that sounds counter-intuitive then you may be a marketing executive or the head of a company that's about to 'pull in its horns' in a vain attempt to ride out the recession.

I was born in the 1950's and, although the war was long over, the UK was still deep in debt as a result of it. The UK economy was struggling and a lot of prewar companies didn't survive.

Some, though, thrived.

Mysterious, eh? Some kind of conspiracy? Not really. The companies that thrived during the most difficult periods of the last hundred years (it was much the same in the decade or so after the first war) were the ones who invested in marketing, in a big way. Pretty much all the household names of the fifties and sixties became household names because they advertised - on commercial television, in newspapers and magazines and on commercial radio (mostly 'pirate' stations in the UK back then).

Their goods weren't cheaper and they weren't better - they were just there.

And most of them survived, while the firms who drew in their horns and tried to ride it out, very often didn't.

And, as marketing people, we owe it to our clients to remind them of the lessons of history. When there's a squeeze on, and money is tight, we all tend to spend it on the products that are most visible, and not on the ones that seem to disappear. If there are two items to choose from, we'll choose the one that's put in front of us.

For us, there's a simple lesson:

you must market yourself hard and persuade your clients to do the same. If they want to not just survive the recession, but thrive in it, they must out-sell the competition. Persuade them of that and, for you and your clients, the boom times are here!

Roy Everitt, Writing For Results

What's He Got ...

... That I Haven't?

It seems a fair question to me. I mean, why should some people have all the luck, all the money, and that damn attitude that seems to say, 'I deserve it all'?

What do truly, exceptionally, mind-bogglingly successful people have that the rest of the population lacks?

What is it that divides the self-made 'haves' from the unmade 'have nots' (not counting those that inherited or otherwise got lucky)?

In short; what have they got that gets them everything else?

I think that's the wrong question, however we phrase it.

I think what they actually have is something missing.

Something like doubt, fear, uncertainty - or something that creates those unhelpful feelings, anyway.

I've finished Professor Daniel Gilbert's excellent book Stumbling on Happiness, and if you've read it too, you might well know what I'm talking about. You might have come to a similar conclusion already, anyway.

It's that mental process that seems 'unique to humans' - a dangerous phrase, as the Professor points out - which is so unreliable in most of us we really might be better off without it sometimes. It's called imagination.

It's imagination that shows us the worst possible consequences of an action, and it's imagination that makes us fearful for a child's safety when they're out of sight, even when keeping them in sight might put them in greater danger. It's imagination that makes us wonder 'What if I can't do it?'

And that's something that the most ballsy, seat-of-their-pants, outlandishly flamboyant and successful entrepreneurs in the world never seem to allow themselves to consider. Some of them don't seem able to conceive of the idea.

So, next time you're considering a new venture, and wondering 'Should I try this? What if I can't do it?' Stop imagining and just try!

Who actually knows what will happen if you do try? Not you, that's for sure.

And what's the worst that could happen?

No - don't answer that!

Unless you want to stay exactly where you are, that is.

Roy Everitt, Writing For Results

The Power of Now!

Hello

We're just back from Steve Foley's eConfex Buy to Let and HMO Summit at Heathrow, where we were helping Steve with some of the 'back of the room' stuff and a bit of fetching and carrying.

Needless to say, there was no time for reading while we were there, but I am halfway through an absolutely fascinating book by Daniel Gilbert, called 'Stumbling on Happiness'. It won the Royal Society's award for Science Book of 2007, no less. Although it is about happiness, it's also about a whole lot more and, being about how people think, it's full of lessons for all of us. That's whether you're interested in people generally or specifically interested in marketing.

One thing Professor Gilbert teaches us is how difficult we all find it to imagine accurately how we will feel about something in the future. In fact, it's an impossible feat. Today is so much more real than tomorrow, and even more so than next week, and so on.

Given a choice of getting something now and getting the same thing next week or later, we often value the instant gratification much more highly, in simple cash terms. Which is an important thing to consider for anyone selling his or her product from the stage at an event like the one we just helped at.

Because, as a general rule, those items are sold at a generous discount on the day. Organisers like to maximise sales on the day, because they're the sales they get a cut from, so the temptation is to encourage maximum sales by cutting prices. The usual message is that the goods will be back to full price tomorrow.

But from what the good professor has said, what should be happening is more like this:

'Buy my product today, and you can take it home with you, get right on with using it and have it working for you while everyone else is still awaiting delivery of theirs. And for only an extra ten percent! But I only have twelve here. If you order now for delivery by post you can get it for the normal price, but you will have to wait about a week for delivery. Remember, I only have twelve to take away today, for just ten percent more, and it's first come first served.'

In other words, instead of giving stuff away cheaply on the day, maybe canny marketers should be charging an appropriate premium for instant gratification. If the theory is correct, they ought to sell just as many and both they and the organiser will actually make more money.

It would be fascinating to see this tried for real and I'll be interested to hear your views or, indeed, your experience of someone trying this at an actual event.

It could be revolutionary...

Have you seen it or tried it? Let me know!

Roy Everitt, Writing For Results

PS Professor Gilbert's 'Stumbling on Happiness' has a whole lot more to teach us about how the human brain works (and sometimes doesn't quite work). I'll be returning to it and a few more of his revolutionary lessons, and how I think they might be applied to marketing, in the near future. Subscribe to this site (top right of the page) and you'll not miss a thing!

The Number 1 List Building Secret

Hello again

In a conversation I had with a business partner on Friday, I was suddenly reminded that we were about to reveal to the world the number one list building secret - the method ALL the world's most successful marketers, without exception, use to build their massive lists ...

• EVEN the ones who promote SEO
• EVEN the ones who sell you Adwords guides
• EVEN those who encourage you to create your own information products
• EVEN the ones who own traffic exchanges
• EVEN the ones who say you should sell products from mini-sites
• AND EVEN the ones who say that viral marketing is the way forward

ALL use this method above all others to build their massive lists quickly and, most importantly, almost for free.

We will be using it too, very soon, to virtually guarantee fantastic results. And I'll be in a position to let you in on the secret just as soon as we go live...

Don't stay away too long, or you might miss it!

In fact, to make sure you don't miss our launch - the day when we reveal how the top gurus really make their money, and how you can copy them - subscribe to this website, using the form on the top right-hand side of the page.

Until next time,

Roy Everitt, Writing For Results

PS. I can let you in on one little secret, though - all this excitement came about as a result of ... you guessed it ... networking! And if you're not doing that, you really are missing a trick!

Why Long Copy Works

(and why it needn't matter if it doesn't)

It seems to be a perennial debate: long copy versus short copy. But most copywriters know from experience (and from reading the copywriting gurus) that long copy far outsells short copy, especially for high-ticket items.

Why?

Well, first let's look at why short copy might sometimes be better.

Business people are busy people. They don't have time to spend reading page after page of sales material, however excitingly written, before they decide whether or not to spend a few pounds or dollars. It just isn't cost effective – their time is too precious.

They'd be better off buying something a little less than perfect than wasting that precious time.

So, for a low priced item, short copy is the way to go. In fact, it might not be worth investing in a copywriter’s fees for a low cost item. Of course, if the item sells by the million it would be worth every penny, but that's another matter.

In short copy, there's a headline, a story, an offer and a call to action. Call them by other names if you will, but they're the essential elements, and the advantage to the customer is that they know exactly what your offer is, almost at a glance.

For higher-priced items, it's different. When someone is contemplating spending a lot of money (for them) they need to be convinced it's worth it. They may take a fair bit of persuading, but the time spent - yours and theirs - will be worth it if they can save or make the value of that time, plus the price of the product, many times over.

They may not make that calculation consciously, but on some level or other they will be making a judgement on whether you're wasting their time. Even before, that is, they decide whether they'll be wasting their cash buying your product.

Which is why, perversely, it needn't matter. So long as your long copy is constructed properly they can get all the short copy benefits, while you offer all the reassurance and potential persuasiveness of long copy.

You may spend page after page extolling the virtues and numerous irresistible benefits of your product, but a hurried and harassed businessperson needs to be able to scan your copy in seconds and deduce exactly what you're offering, how it can solve their problem and the price they'll have to pay.

Then, if they're interested, they’ll go back and read in more detail. And study after study shows that while long copy outsells short copy, it's the short copy 'scanned' version that the buyer actually sees first and on which they'll most likely base their decision to buy or not buy.

So, when you produce your long copy it needs to have exactly the same elements as your short copy.

In fact, at first sight it should actually look like short copy with a lot of extra detail between the essential bits!

So, you'll need:

· a headline, emphasising the main benefit

· body copy, explaining the product and its benefits

· the offer, which is the price plus bonuses and guarantees

· the close or call to action, made as easy as possible.

Each of these elements must be highlighted with a sub-heading so the busy reader can pick them out at a glance.

And here’s the critical part: those sub-heads must tell a coherent story on their own, to get the message across to the quick-scanning reader.

Here’s how legendary John Caples put it recently: “[Long or short] depends on what you’re trying to accomplish. Generally speaking the more explaining you need to do to get your reader to understand the product’s benefits fully, or the more money it costs, the longer the copy you’ll need.
In many cases, longer copy will work best. But remember, it’s not because it’s long that it works. It still needs to be brief and succinct in the sense that it packs maximum meaning and benefit into each sentence … Distil it down as much as possible without omitting any of the points … of interest to the target market …then render the copy in logical chunks prefaced with powerful, curiosity inducing sub-heads that stop skimmers and skippers, drawing them into the copy. Finally … edit your sub-heads into a logical summary of your entire sales argument.”


So the details (detailing benefits remember), the credibility-building testimonials and explanations of why this is such a terrific never to be repeated offer, etc, all fit in between these compelling sub headings.

End with a PS - the ultimate short copy summarising all the above - and there you have it - long copy that works like short copy. But better!

Roy Everitt, Writing For Results

PS. I’ll be giving you more tips of the copywriter’s trade right here in the days and weeks to come. But you can make sure you don’t miss a single one by subscribing to this site – it's free and the sign up is top right on this page – AND you’ll also get occasional, exclusive information for subscribers only, PLUS a member’s only free offer in the very near future. But you’ll have to subscribe to find out what that is!

What's Your Net Worth?

Okay, so what is your net worth?

If you're a financier or banker, or you have money matters on your mind, you might well be thinking that's none of my business.

If you're a deep sea trawler skipper, you might think differently.

And if you're a trawler skipper who's especially aware of his or her finances, you might have read the question both ways...

But, if you owned the Internet, you'd probably be able to answer, 'As much as I'd ever want.'

All of which goes to show that we need to understand what we're being asked before we can give a useful answer. From there, we can draw all kinds of lessons about finding out what people want before we try to sell them a thing; about how communication is a two-way affair, and how the best answer in the world may be totally irrelevant to the person asking the question.

Sometimes, though, an unexpected answer to a question we've asked gives us a wonderful insight into a world we would never otherwise have known.

On a more mundane level, a product designed to solve one problem may actually be a perfect solution to another problem we didn't know existed. Apparently, chewing gum was 'discovered' by scientists trying to create synthetic rubber.

Do you have a product that just won't shift? Is it a great product, but without a great demand? If so, could you market it as the solution to a whole different problem - even one you didn't know was a problem?

Maybe; maybe not. But bat around some crazy ideas anyway - you never know. After all, who would have thought people would pay for a food you have to chew forever without it ever being ready to swallow, that has no nutritional value whatsoever and which, as far as I know, is totally indigestible?

Well, all over the world, people buy chewing gum.

And remember, even something that only ever sells to a small minority can make you a fortune if you can spread your marketing 'net' across the whole world.

So I wonder; what's Wrigley's net worth?

Roy Everitt, Writing For Results

PS. What? All this talk of 'nets' and not a mention of networking? Well, you ought to know by now that I think that's priceless. But rest assured, I'll get back to it!

Back on My Soap Box

Just a relatively gentle reminder, really, of the absolute necessity to get out there and network if you want your business to grow exponentially. And if you want to meet the people who can help you to the next stage, even the next five or six stages, you have to get to the biggest events you can.

Because that's where you'll not only get the best information but also get to meet the biggest names - the people who can help make people like you rich, with nothing more than a few well-chosen words or a single deal.

So, knowing what I know about the importance of learning and networking, I'd be negligent if I didn't tell you about a massive opportunity to network like there's no tomorrow...

AND to learn from some the BIGGEST names in Internet marketing

AND to profit from some amazing bonuses - easily worth far more than the ticket price

AND to witness a live experiment in online marketing

ALL at the WORLD INTERNET SUMMIT UK, at Earls Court, London on 15-18 November.

I'll be there. Most of my JV partners will be there. You can meet Ewen Chia, Tim Brocklehurst and Sean Roach there too, along with Tracey Repchuck, Tom Hua, Brett McFall and others.

Fancy networking with those kind of people?

If you really want to make it big in Internet marketing and you can possibly make it, you must get to Earls Court on 15-18 November. In fact, just cancel any other plans you had!

Because it's not called the World Internet Summit for nothing.

Want to know more? Click here for more information

Roy Everitt, Writing For Results

PS. It's a massive event; everyone who's anyone in the world of online marketing is going, so just click here to see who you'll meet. Don't delay too long, though - I've no idea what the capacity is, but I do know it's filling fast.

PPS. Excuse me getting excited, but this really is massive. I only just heard about it yesterday and I snatched up one of the remaining tickets. It's just too good to miss.

Blame Dating Direct...

... and Jon McCulloch for this post.

I'm unashamedly borrowing from Jon's excellent newsletter today because he reminded me of an analogy I'd almost totally forgotten.

Now, Jon not only writes a mean newsletter and blog (at http://www.jonmcculloch.com/), he is also a damn fine copywriter, although you probably can't afford him.

He'd say you can't afford not to hire him, but then he's very picky whom he works with and has a long waiting list, so the point is moot, you might say.

Anyway, Jon met his partner Sarah through an online dating site, and I met my wife Jacqui the same way.

Jon's point, to get to the point, is that when you post your profile on a site like Dating Direct, or any of the dozens of others, the last thing you'd think to lead with is your name, unless you're Brad Pitt, or Angelina Jolie, perhaps. I can't say I ever encountered either of them advertising on a dating site...

And yet, so many company websites begin in just that way - with their name in the headline. As Jon points out, a company website is really just a commercial version of a lonely hearts ad - where the sole purpose is to persuade likely mates to contact us, or leave us their contact details so we can do the 'chasing'. From there, we'd hope to build a relationship with the ones we like.

Put that way, it's obvious why so many apparently excellent company web sites and sales letters fail. No one wants to know your name - they want to know who you are (which is a different thing) and what you have to offer them.

Names don't come into it until you choose to say 'Hello'.

I've no idea if Jacqui would have fallen for the name 'Roy', or if Sarah would have been bowled over by 'Jonathan'.

But both Jon and I can feel pretty chuffed that we got those particular pieces of 'sales copy' spot on!

Roy Everitt, Writing For Results