Ben Settle

How about a little change of pace today?

Instead of me babbling on about crackerjacks and grab bags, I’m gonna hand over the microphone to someone else.

In this case, my friend Ryan Healy.

Ryan is like some kind of “wizard” at getting clients.

And while the following Q&A interview with him is about how he got some 60 copywriting clients in less than two years, much of it applies to getting ANY kind of client — whether you’re a copywriter, a coach, a consultant, and any other kind of service-based business.

Lots of gold in these thar hills.

Let’s get diggin’…

BEN: You were basically put in a “do or die” situation and forced to figure out how to get clients for your business. Can you tell us about that?

RYAN: Sure. Basically, I had quit my job to become a financial planner. I had gotten my Series 6 license, set up a pay-for-performance deal with another successful financial planner, and had saved a bonus check to pursue my dream of being self-employed.

Unfortunately, the best laid plans often do not work out.

And such was the case with me.

After a couple of months trying to make the financial planner gig work out, I had to face reality. I had only made a measly $200 for all my hard work. I was down to the dregs of my bank account and had roughly two weeks’ of living expenses left. I needed to do something fast if I was going to be able pay my bills at the end of the month.

It was actually a very stressful time for me. My second child was only three months old. We had unpaid hospital bills. Plus, we had a mortgage payment, a car payment, and all the other expenses that go along with being a fairly typical middle class family.

But my wife hadn’t worked in a few years. In fact, she’d transitioned fully to life at home with our kids. So it was really all up to me to make something happen.

I had two choices. I could get another job, which I didn’t want to do. Or I could launch a freelance copywriting career. I had already been writing copy in my previous job, and I had completed the AWAI Six-Figure Copywriting course. So I decided to try my hand as a freelance copywriter.

Foolishness? Lunacy? Misplaced optimism?

I’m not sure what I was thinking other than that I just HAD to make it work.

Honestly, I really didn’t know what I was doing at first. But God was gracious. In spite of my lack of experience, I still managed to pick up three clients within a couple weeks of launching my freelance business.

BEN: Why do most people have such a hard time getting clients, do you think? And what’s the one thing they can do to make it easier right away?

RYAN: Reason number one is most copywriters lack confidence in their abilities. I was fortunate because I had been mentored by the owner of the last company I worked at. And I had written sales copy and gotten to see the results.

So my confidence levels were already higher than average when I got started.

That helped me immensely.

You see, you can do all the right things to get clients, but if you lack confidence, you’re going to struggle big time.

One way to develop confidence in your copywriting skills is to become an apprentice of another copywriter, marketer, or business owner. If you have a good mentor, you’ll rapidly develop the kind of mindset you need to succeed.

Another easy way to develop confidence is to do direct response things online where you get to see the immediate effects of what you write. For instance, getting comments on a blog is a form of direct response.

That’s one reason I think it makes sense for copywriters to have their own blogs. It’s a great place to experiment.

BEN: How did you get your first client, exactly?

RYAN: Here’s the short version.

I purchased a $900 course from AWAI to get access to a private “job” forum. I never went through the course, but I did use the forum right away.

Inside the forum business owners had posted projects that they needed copywriters for. Some of these guys had published their phone numbers.

Rather than apply for the projects through the web site (which is probably what every other copywriter was doing), I just picked up the phone and called.

Believe it or not, this is how I got my first two clients.

I just picked up the phone and called guys who had already said they wanted to hire a copywriter.

And I’m not some great salesman either.

I just had the guts to pitch myself to prospective clients on the phone when other copywriters were too scared.

BEN: What is the #1 most “fool proof” way to get new clients you’ve used?

RYAN: Well, I don’t know if any method is “fool proof”… fools are notorious for botching even simple procedures.

That said, I guess there are two mostly fool-proof strategies I’ve focused on from day one.

First, I’ve tried to get connected with influencers. The more connected you are, the easier it is to get referrals and attract clients to you.

Second, I’ve tried to develop a reputation as a copywriter who can be counted on — a copywriter who is reliable, over-delivers, and gets results.

Again, this second strategy dovetails with my first strategy of getting connected. People will only refer clients to you when they know you are trustworthy and will make them look good.

Trust me, there is nothing worse than giving a bad referral to a client, colleague, or friend. It’s embarrassing and humiliating because it reflects poorly on you.

BEN: What do you think of this whole “clients suck” attitude that’s been popularized on the Internet thanks to certain goo-roos?

RYAN: I go back and forth on this one. Some days, I’m in love with my clients. And other days, I’m disillusioned and ready to throw in the towel.

But here’s what I’ve discovered.

It’s not so much that “clients suck” (some of them are awesome and have my utmost respect); rather, it’s that entrepreneurial folks (like copywriters) chafe under deadlines and being at the client’s beck and call.

Obviously, some of this is a symptom of not positioning yourself correctly and choosing clients poorly. (I know I’ve been guilty this.) So I guess the point I’m trying to make is that to say “clients suck” is really to say that “bad clients suck.”

But, hey, sometimes you’ve got to kiss a few frogs before you find a really good client.

It’s just part of the process that every freelancer has to go through.

BEN: What is the most important piece of advice you can give someone new to business who needs to get their first client yesterday, in any kind of service business (copywriting, coaching, consulting, etc), especially in these tough economic times?

RYAN: Man, this is a tough question.

Because I don’t think there’s just one thing that’s a “cure-all” for getting clients. But one of the guidelines that I think is vital for all service providers in all economic conditions is this: Do something to market yourself every single day.

If you follow this advice, it puts the law of averages in your favor. Some of the things you do to market yourself won’t work. But some will work.

Over time, you can analyze what’s working and focus on those things and drop the ineffective stuff.

If there’s one piece of advice that I could give to somebody new to business who needed to get their first client yesterday, this is what I would say:

Identify your ideal client.

Find out where your ideal clients gather as a group.

Then go to wherever they are gathered so you can engage them in a face-to-face setting.

I don’t care whether you want to stay locked up in your office and never talk to another person for the rest of your life. There’s nothing that builds trust faster than meeting a person face-to-face.

And trust is a vital ingredient in every business transaction.

BEN: What is the best free lead generation source for getting clients and can you give an example of how someone could use it?

RYAN: The best free lead generation source for getting clients is… referrals. In most cases, a referral is highly qualified and predisposed to become your client.

Plus, referrals are free in most cases, unless you have a formal relationship set up. And if you do have a formal relationship set up, you still don’t have to pay anything for the lead until that lead becomes a client.

Example: You could go to complimentary businesses and set up a referral relationship with them.

A copywriter could partner with a web designer and send clients to each other. A real estate agent could establish a relationship with a mortgage broker and send clients to each other. And so forth.

BEN: What is the best paid lead generation resource for getting clients and can you give an example of how someone could use it?

RYAN: In this case, it’s hard to know what the “best” paid method is because there are positives and negatives to different approaches. If you’re doing business online, Google Adwords can be a great source of leads, particularly if you’re running local ads.

Example: Set up a local Adwords campaign and drive people to a lead capture page — a page designed to presell prospects on your service and get them to submit their information using a web form.

Once you capture this information, you have a qualified lead you can follow up with by phone.

BEN: How important is the phone when closing new clients, and do you have any good tips for people on using it?

RYAN: The phone is extremely important because nobody in their right mind is going to send you $5,000 or $10,000 without talking to you first. So the best a web page can do is presell potential clients on doing business with you instead of a competitor.

A great tip for getting the most out of your phone “pitches” is (quite simply) to listen. Just listen. Find out where your client is coming from. Try to discern whether or not he really needs your service. Have his best interest in mind.

Then tailor your advice to the client.

I’ve never been a “hard sell” kind of guy.

But I believe being a good listener — and really understanding the client’s position — has “converted” many prospects into paying clients.

BEN: Have you ever been screwed over by a client? If so, what should people do when it happens?

RYAN: Yep, I’ve been ripped off more times than I care to count.

And while it’s never easy when it happens (especially if you were counting on the money to pay your bills), I recommend a two-step process for bouncing back.

First, try to keep the lines of communication open to increase your chances of getting paid. If the client refuses to communicate with you, you move to step two, which is to move on.

Seriously. If one of your clients screws you over, and there’s no hope of collecting what’s owed you, then it’s best to move on. Forgive and forget. It’s worked well for me.

(And, obviously, make mental notes of what went wrong so you can avoid similar situations in the future.)

BEN: Do you have any other fast, actionable tips for someone who needs to get new clients as fast as possible?

RYAN: Taking the shotgun approach is a strong temptation when you’re desperate for clients. You just want to run out there and try everything possible.

And while getting out there and hustling is a very good thing, I would recommend that you take smart action. Focus on the things that have already been proven to get good clients.

So before you start beating the bushes for clients, put together a game plan. Write down the specific strategies and techniques you’re going to use. And then follow your game plan.

This way you can work hard and smart.

BEN: Tell us about your special report on how to get clients, how it will help people get new clients fast, and where can we find it?

RYAN: The special report I wrote is called “How to Get Your First Real Copywriting Client in 14 Days or Less.” I wrote it based on my personal experience getting started as a freelance copywriter.

Obviously, it’s not the “end all, be all” when it comes to getting copywriting clients, but it will give you a solid jump-start. Many copywriters have reported back to me that it has given them just what they needed to get their first clients.

Go ahead and click this link if you’d like to learn more:

Thanks for this opportunity, Ben! I’ve really enjoyed it.

# # #

Good stuff, eh?

And by the way, the above is NOT an affiliate link.

See ya tomorrow.

Ben Settle

I don’t really have a tip today.

Just a reminder that the “Crackerjack Selling CD Club” is open.

Here are the details:

Your first CD/transcript is called “The King Of Selling Online.”

You also get a free copy of my “Crackerjack Selling Secrets” book.

(Not for sale anywhere else.)

Plus, if you join today (and today only), you get another extremely valuable teaching revealing 5 ways to increase your sales by using simple stories — in your sales pitches, ads, blogs, articles, negotiations or whichever way you choose to sell your products and services. (Also includes “real life” examples of exactly how it’s done.)

It took me 7 years to figure these storytelling secrets out.

But you get them free if you join right now:

Ben Settle

P.S. Tomorrow… something completely different.

Many moons ago I did an email about the “king” of selling online.

Remember that little ditty?

Basically I said I do not believe teaching, giving value, creating content or copywriting are “king” of selling online — despite what some goo-roos say.

This then begged the question, what IS king?

Since that time, many have sent me their guesses.

And, I must say, they are ALL very good tries.

Like, for example, someone said your offer is king.

And your offer is HUGE, no doubt. But the wrong offer sent to the wrong prospect usually won’t do much good, will it?

Another astute subscriber said a “hungry crowd.”

Important?

VERY.

But king?

I say thee nay.

Consider this:

The golf market is the HOTTEST market I’ve ever seen. It’s so rabid that, in a golf info publishing company I partner in, we once only had an order form up (no sales letter) and it was pulling lots of sales.

It’s THAT hungry a market.

But, here’s the rub:

I have a friend who had a golf site with a full sales letter with traffic, and he said he wasn’t making jack. So IMHO, a hungry market is not king, either

(Especially if you ain’t the only “grocery store” in town).

Look, the real “king” is not necessarily obvious.

It actually transcends all the stuff we see in the old school marketing, sales and copywriting books. (In at least one instance it’s frowned upon by one of the old time masters.)

Yet doing it today is (I believe) mandatory.

Especially if you want to stick out like a sore thumb in your market.

And especially if you want to make selling much easier (and even fun).

And guess what?

This is the FIRST CD/transcript lesson in my Crackerjack Selling CD Club (which launches tomorrow). I was going to hold off on this lesson for a while. But it makes a perfect “foundation” and is like giving rocket fuel to all your selling activities. (Both online and offline.)

Oh, and don’t forget:

If you subscribe tomorrow on launch day, you also get a 60+ minute advanced teaching on 5 different ways to use simple stories to sell more of your products and services — along with examples.

You can jump on the notification list at:

Hope to see ya on the other side 😉

Ben Settle

How about some “marketing monsters” Halloween action today?

Remember those?

They were a series of emails about all the blood-thirsty marketing monsters roaming the Internet looking for hapless victims to rob, plunder and, in some cases, ruin.

So sharpen your stake and grab your pitchfork.

And let’s get. it. awwwn…

FREEBIE-SEEKING FRANKENSTEIN

This monster roams the countryside looking to attach new parts to his body. And after you’ve given him a free arm, leg or other valuable part of yourself…

… he doesn’t stop!

He relentlessly lurches towards you, arms stretched out in front of him, chasing you around to give him even MORE free stuff.

Unfortunately, you can never defeat him.

The bastard’s practically immortal.

But you CAN ward him off.

First by ONLY giving him something small.

And second, by making it clear everything else must be paid for.

HELLHOUND LAWYERS

These vicious beasts foam blood at the mouth and lack souls.

They do truly nasty things, too — like seek out deals to kill… drag innocent people through frivolous litigation to take as much moola as they can… and sometimes even defend the other marketing monsters who have attacked **you**!

These killer canines are cunning and vicious.

Often the only way to beat ’em is with your OWN hellhound lawyer.

Pray one never catches your “scent.”

HYDRA OF HYPE

You often see this giant, dragon-like thing with multiple heads in highly competitive niches.

Like diet, biz opp, work-at-home, etc.

And each time the law cuts one of its heads off, a new, even MORE hypey head re-grows in its place — breathing even MORE fiery hype, screaming headlines and exaggerated claims they can’t back up.

The law cannot slay this beast because of its regrowing heads.

However, it’s easily avoided.

If you listen, you can hear it coming a mile away.

CREATURE FROM THE BROKE LAGOON

This thing is slippery like a fish and is hard to catch.

He likes to swim around forums, blogs and anywhere else he can parrot bad advice that’ll keep you broke. The difference between him and the other monsters, is this creature doesn’t KNOW he’s doing bad.

In fact, he thinks he’s doing GOOD.

He thinks his half-baked advice based on theories and hearsay work — even though they have never worked for HIM.

But, since he needs to survive, he tries to sell it to others.

Usually as an affiliate for something he’s never used.

Stay away from his swamps — like forums — and you’re safe.

COPYWRITING CRYPT KEEPER

This emaciated wretch is more a danger to himself than you.

He haunts the marketing graveyards constantly running ads that are lifeless, useless and don’t have a popsicle’s chance in hell of working.

Plus, his laugh is annoying and he’s kinda stinky.

But other than that, this shriveled up bag of skin is no threat.

Unless, of course, you copy & swipe HIS advertising…

CONTENT STEALING CYCLOPS

This insidious monster has just one eye.

And it’s always fixed on OTHER peoples’ content and stealing it.

He never speaks or talks. He just grunts and snarls and glowers over everyone’s content with his one, piercing eye. When he finds something he likes, he shamelessly takes it (with no regard to ethics, rules or copyright laws) and puts it on HIS websites.

To make matters worse:

It’s almost IMPOSSIBLE to find his lair.

He has no email, phone number or contact info.

And since he puts your content on sites like “blogspot” blogs, you have no recourse except jumping through hundreds of hoops that are not worth your time.

There’s not much you can do about this one.

But there are ways to use his evil deeds to your advantage if you use a little strategy.

THE SWIPE & STEAL SLIME

This shapeless mass of goo (roo?) oozes around the Internet absorbing everyone else’s ideas, ads, and sales letters. And then, when he wants to pitch something, shamelessly takes whatever he’s absorbed and uses it as his own.

There’s not much you can do about these monsters.

They’re impossible to catch since they have no real “substance”.

But it’s good to be aware of them.

Otherwise they could absorb YOU and make you a blob like them.

SERIAL REFUNDING SUCCUBUS

This elusive demon likes to hop from one business to the next — buying products, copying the content, and then refunding them while you’re sleeping.

More:

You can sometimes see it lurking on sites like clickbank and anywhere else they can have an easy refund policy. And you know it has struck when you make a sale and, within a few days, it’s already been returned.

Unfortunately, it usually attacks while you’re sleeping.

But you CAN help stop its rampage.

Simply keep a file (like I do) of anyone who refunds with a lame excuse and don’t sell to them again.

You can also tell your colleagues to watch out for them, too.

BUREAUCRATIC BOOGEYMAN

Just like hell hound lawyers, these things lack a conscience.

They love to sneak into your personal life, your private records and even your bank accounts… and take and use whatever they want for their own twisted ends.

Unfortunately, LOTS of these monsters roam the countryside.

With more and more created each day.

And the more successful you are, the greater the chances they’ll target you. So make sure you’re prepared.

They’re bite can literally murder your business.

GURU GHOUL

This monster often appears as a “guru.”

And he looks exactly like an expert.

Yet, he’s the complete opposite!

You see, what he does is, he lures unwary newbies in his market (usually “rabid” markets) to his cave and devours their every last penny — while delivering little or no real value.

And to make matters worse…

He is a master at using “social proof.”

In fact, he’s so unbelievably good at using it, his victims actually think he’s doing them a favor — almost like it’s a privilege — as he consumes their last dime.

OK my friend, that’s all for now.

These are the most ruthless monsters roaming the Internet.

If you want to protect yourself from their wrath this Halloween, put away the candy and get thy bootox to the castle armory and strap on a few of the weapons you can find at:

• www.CrackerjackSelling.com
• www.CopywritingGrabBag.com
• www.AffiliateTrumpCard.com

’tis the best way to defeat these cunning fiends.

And protect the customers in your niche at the same time.

Ben Settle

A while back, I bought a water filter that, well, sucked.

It was nothing like the ad said it’d be.

And it cost a considerable amount of time arguing with their customer service to get anyone on the phone who would actually do something about it.

Not a very fun experience, let me tell ya.

But it was still kind of useful, in a way.

How?

Because it got me to thinking.

There’s not an ice cube’s chance in hell I’ll buy from them again.

I don’t care how good their marketing is.

I don’t care how good their guarantee or prices are, either.

Frankly, getting a shoddy product like this is like buying underwear, opening the package, and seeing some crusty old “skid marks” on them.

In other words…

No matter how good the packaging is… no matter how stellar the underwear manufacturer’s reputation is… and no matter what kind of great deal you got on those underwear… you’re not going to be a happy camper, are you?

If you don’t burn the accursed things, you’ll return them.

And, you may even get a hankering to tell everyone you know about that particular brand of underwear so you make sure THEY never buy from that company, either.

All of which could cost “Skid Mark, Inc.” a lot of dough.

Not just in front end sales.

But also in lost repeat sales, too.

Which brings me to the point:

The REAL moolah is in the back-end sales (the second, third, fourth, fifth, sale you make to the same customer).

And let’s face it.

That ain’t happening selling skid marked products.

Ben Settle

P.S. I know I’ve already beat this horse to death by now, but I’m launching “The Crackerjack Selling CD Club” on Tuesday (November 3rd).

When you join, you get a free copy of my “Crackerjack Selling Secrets” book. And, if you join Tuesday, you’ll get another (extremely valuable) teaching revealing 5 ways to increase your sales by using simple stories.

It took me 7 years to figure these storytelling secrets out.

But you get them free if you join Tuesday.

To be notified when the doors open, go to:

Once upon a time I got me a commission sales job.

I was selling TV ad time to small businesses.

And on the first day I got a big “ah ha!” idea I STILL use when selling today.

Here’s what happened:

The sales manager gathered us newbies together and basically said we were NOT to hard sell and that we did not need to hype anything up.

Instead, he wanted us to tell the company founder’s story.

The founder was a Cuban immigrant who created this business after watching small businesses struggling to compete with the enormous ad budgets of their big old fatty competitors.

Only AFTER the story were we to yap about the product.

Did this work?

You bet your gluteus maximus it did!

In fact, by the time you were done telling the story, many customers almost didn’t care about price or details or anything else.

Some even bought on the SPOT.

And you want to know something?

Stories like this work even BETTER online.

Quite frankly, it’s not unusual for people to buy from ads that do this right without even reading or hearing (if audio or video) the bullets, the guarantee, or even the price.

The STORIES do all the dirty work.

That’s why they are (IMHO) the best form of “proof” there is.

They eliminate the need for hype, exaggerations or gimmicks. (Let your hoser competitors use that stuff). And, when done right, practically carry the entire pitch by their lonesome selves.

Which brings me to the point:

Recently, I sat down and created a special audio lesson on EXACTLY how to tell stories that sell.

There’s a bit of a “science” to sales story telling.

And it’s not as obvious as it may seem.

Which is why, included with this audio, are 5 real life examples of these kinds of stories, too. That way, you can see exactly what makes them “tick” and can use them as guides for your own ads, emails, blog posts, podcasts, videos or however you sell.

But here’s the thing:

This audio is NOT for sale.

I’m ONLY giving it away free.

And I’m only giving it to people who subscribe to my Crackerjack Selling CD Club on “launch day” next week (Tuesday, November 3rd).

To be notified when it’s ready, go to:

Ben Settle

Let’s talk about my favorite subject:

Goo-roos!

Once upon a time I knew a copywriting goo-roo who used some… shall I say… questionable tactics for getting clients.

I mean, this dude was in love with anything “black hat.”

And he had no problem telling clients his copy would solve all their problems, make them gazillions of smackeroos, and turn them into little marketing “gods” overnight. Nor did he have any “hang-ups” accepting large sums of money from his clients, handing them a pile of crap and then acting offended when the clients objected to running his ad.

Incredible, isn’t it?

Quite frankly, when I first heard about this guy, a picture of Darth Vader popped in my head doing that “force choke” thing on the clients who DARED question him, saying —

“I find your lack of faith in my copywriting disturbing…”

Anyway, what’s the moral of the story?

Be careful (VERY careful) of the black hat goo-roos.

I’ve met a few of these cats before.

And you know what I found out?

It’s not uncommon for some of these dudes to have a Mercedes in the driveway and no food in the fridge.

Just something to think about.

Ben Settle

P.S. Guess what?

I FINALLY have a launch date for The Crackerjack Selling CD Club.

It’s next Tuesday (a week from today) on November 3rd. I’m also cooking up what I believe is an extremely valuable bonus lesson for anyone who buys on that day and who is on the special announcement list at:

I’ll have more details in a day or so.

But basically, it’s going to show you a way to prove your claims when selling (in person, online, whatever) that works BETTER than any other proof method I’ve ever used. (Far more powerful than testimonials, demonstration or any of the other “usual suspect” proof elements.)

It works so well that some people have told me they bought from ads I’ve written just because of seeing this in my pitches, and without even reading all the benefits, or bullets or anything else.

It’s pretty groovy stuff.

Stay tuned…

If you like free stuff (that’s valuable) you’ll love this.

Check out these apples:

Yesterday I got an intriguing email from direct mail (i.e. “junk mail”) copywriter — Richard Armstrong.

Who’s Richard Armstrong?

Richard is one of just a small handful of “A List” copywriters whose clients have included everyone from Rodale, Boardroom and Phillips Publishing… to Reader’s Digest, Men’s Health and Newsweek… to Prevention Health Magazine, the ASCPA and even The Limbaugh Letter.

Lots of copywriting “superheroes” rave about him, too.

Like the late Eugene Schwartz, Gary Bencivenga (universally considered the world’s greatest living copywriter) and even the legendary Bill Jayme (the world champion of selling magazine subscriptions back in the day).

Anyway, here’s what he said:

Hi, Ben!

I’m unveiling a new website today, my first ever to promote my freelance copywriting business. It’s at www.freesamplebook.com, and as the URL implies, I’m giving away a free copy of my virtual sample book which I’ve entitled (somewhat tongue-in-cheekily) “My First 40 Years in Junk Mail.”

I think your readers may find this e-book interesting, because it’s more than just a book of samples.

It also talks about how I made some of the key transitions in my copywriting career. How I got my first job, how I landed my first freelance assignment, how I moved from fund raising to commercial direct mail, how I broke into the lucrative business of promoting magazines and newsletters, how I learned to write magalogs, and so forth.

Hope you’re doing well!

Best always,
Richard A.

Richard’s eBook kicks RUMPUS, too.

No joke, either.

I rarely read eBooks (ever) anymore, but this one is almost impossible to put down.

However, I must warn you:

His copywriting samples will HUMBLE you.

I don’t care how big your ego is, either — Richard’s in a league all his own and you sit there thinking, “How does he come up with this stuff???”

And no… I don’t get paid jack for this.

I just think every marketer (copywriter or not) should have it.

Especially since it’s free 😉

Ben Settle

P.S. And speaking of free books…

Yesterday I updated the Crackerjack Selling CD Club page with more bullets describing the free Crackerjack Selling Secrets book you get with your membership:

It should be ready to go in a couple weeks.

How about a little pre-Halloween action today?

You down with that?

OK good, because while the following will be a bit (or a lot) strange, it could save you from a ton of frustration and maybe even financial ruin.

Here’s the low down:

As you may (or may not) know, I’m a big monster movie fan. I used to glue myself to the TV watching those old black and white monster shows as a kid. And what freaked me out most were the dang zombies.

You know of what I speaketh, don’t you?

Those stinky, rotting animated corpses lurching around in the dark looking to feast on human flesh?

Well, one zombie movie “theme” is this:

What’s dead should STAY dead.

The idea being, whenever someone tries creating zombies or whatever (i.e. to bring back a dead friend, spouse, pet, etc), the zombies end up destroying he (or she) who brought it back to life.

And you want to know something?

Marketing is the EXACT same way.

For example, a while back I tried my hand at creating a certain kind of product, wrote the ad for it and put it out in the market place.

It was a flop.

I mean, nothing in this campaign worked.

Nobody wanted the product.

Nobody was probably even reading the ad.

And certainly nobody was buying.

In other words, it was dead as a corpse.

And yet, with each failure I became more obsessed with finding ways to “inject” new life into the campaign — like by changing the ad copy and finding new traffic sources.

The result?

I dang near lost my shirt!

Until finally, I realized my entire campaign was nothing more than a stinky, rotten zombie wandering around cyberspace with people running from it and trying to destroy me (its creator) in the process.

Ugh.

Anyway, here’s the “Halloween” lesson:

Marketers should NOT play with dead things.

If it’s dead… it’s dead.

And if you insist on trying to bring it back to life, you’ll only create your very own marketing zombie that feasts on your time, money and energy.

And that, tough guy, WILL scare the hell out of you.

Ben Settle

P.S. For lots of ways to “zombie proof” your business, check out:

• www.CopywritingGrabBag.com
• www.CrackerjackSelling.com
• www.AffiliateTrumpCard.com