Books to help you beat worry, anxiety, and stress

Give the ol’ newsfeed a rest and feast your weary eyes upon these lovelies instead.

Here for your viewing pleasure are a few tomes that inform my own approach to managing stress, anxiety, and worry:

1. Grow Rich With Peace Of Mind by Napoleon Hill

This is my #1 Napoleon Hill offering.

His book Think & Grow Rich gets a lot more press (and is the best-selling personal development book of all time) but I like “With peace of mind” even more.  Hill was in his eighties when he penned this one, had lived through more ups and downs by then, and the hard won wisdom it reveals practically leaps off every page.

It’s also more concise, and his list of 43 characteristics of the ‘man who is consistently himself’ (Note it was published in 1967 – there’s good advice for the ladies here too) is one of the best things I’ve seen.

2. How To Stop Worrying And Start Living by Dale Carnegie

Again, Dale Carnegie is probably more famous for his How To Win Friends And Influence People, but I can’t get enough of this book.  I’ve given it to clients and they’ve made it mandatory bed time reading too.

Each chapter is easy to follow and it’s filled with great stories and examples of folks thriving by using these principles.

It was first published in 1944, so another one that’s stood the test of time.

3. Meditations by Marcus Aurelius

Speaking of being tested by time…

Now we go back even farther.

Marcus Aurelius was a philosopher and the emperor of Rome from 161 to 180 AD.  If you’ve seen Gladiator, he was the old emperor killed by his son Commodus at the start of the movie.

This one’s an outlier because it was probably never intended by its author to be a coherent whole.  It’s more like a collection of his notes that were compiled and published after his death.

Some say it’s cynical but I don’t agree.

Many of its ideas are based in Stoicism, and are all about practicing acceptance, not getting attached to things, and focusing on becoming the best version of yourself – all viewpoints which, if you embrace them as your daily MO, can make you almost “worry-proof”.

4. Biographies.

This one’s more of a category than a specific book.

One of the reasons I love reading biographies is they grant you such a long-term perspective.   You can read about a person’s life and all the setbacks they overcame.  And you can read about a life in another time.  Often reminds me there’s nothing new under the sun.

Every age has its shocks.

The world keeps ticking on.

In fact, Warren Buffet makes a practice of reading old newspapers for the same reason.  He says looking at long gone, sensationalist headlines about events that are now mere echoes in time keeps him grounded.

My favorite biography (and perhaps my favorite book) is Titan, the biography of John D. Rockefeller by Ron Chernow.  I also loved Nelson Mandela’s autobiography A Long Walk To Freedom and the Walter Isaacson biography of Benjamin Franklin.

Something about getting lost in these amazing, epochal lives leaves me with a persistent sense of calm.

On a different-but-related note, having a solid plan for a free marketing channel (that more than 60% of business owners rate as their most profitable) could also give you a leg up on the next few months, as life burps and sways its way back toward normal.

Hence, I recommend my new book Stealth Email Secrets.

It reveals for the first time the complete email marketing system I use to increase sales and customer loyalty for my clients.  I honestly believe anyone can use this system to sell more of ANY product or service, in ANY economy.  You can read it in a single afternoon and start using its secrets to make more sales as soon as tomorrow, if you want.

(Plus it’s just an entertaining/informative read per my usual muscular style.)

Available in Kindle or paperback, you can grab your copy from Amazon:

Click here to get The Muscle’s NEW book.

Also, I just knocked 40% off the price of the paperback (Kindle is just $9.99).

Personally, I’d always rather have a physical book in my hands.  Call me old-fashioned.  I know you might prefer that too and understand many folks are tightening their purse strings right now so figured I’d help out.  I also know that for some this could be potentially business-saving information.

You can thank me by leaving an absolutely glowing review, should you feel so inclined. 😉

However, I won’t be keeping the price this low forever.

Be sure to grab your copy TODAY so you don’t miss it:

Get my Stealth Email Secrets book for 40% OFF.

Well, there you go.

Books to lighten the load, as it were.

I hope they’ll be as good to you as they’ve been to me.

Happy Stress-Busting,

Conor Kelly

“Best business email in response to the CV crisis I have received.”

Question:

How well are you communicating with your customers during this time?

98% of what’s landed in my inbox as a response to the crisis from various businesses has ranged from pointless to inane, such as suggesting I sing the Happy Birthday song to myself twice when washing my hands (no joke, that was part of a real email a business thought to send me).

Most have had me running for the unsubscribe link.

With one of my clients this week we took a different tack.

Here’s just a sample of the responses we got:

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“This is a wonderful message.  You will always have my business!

“Thank you folks for reaching out and offering your generous support and good spirit to the community.”

“You are awesome.  So thoughtful!”

“That is the best business email in response to the CV crisis I have received.”

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Now I have to give credit to this client because the initiatives were 100% his idea.  He’s good that way, and a smart marketer in his own right.  My contribution was knowing how to frame them effectively, and with a certain amount of flair.

Here’s the point:

You have an opportunity right now.  The word ‘crisis’ comes from the Greek krisis.  It literally means “turning point”.  So you have a choice; you can fall silent as some people will surely tell you to do.  Or you can use whatever platform you currently have to show leadership.

Now is the time to BUILD relationships.

Not let them go cold.

Think for a second about the relationship capital contained in responses like the ones above.

Case in muscular point: I started my personal training business in 2008.  Believe it or not the easiest and most profitable years, as far as marketing ROI anyway, were between 2008 and 2011.  One theory I have is when times are tight people clam up and stop marketing aggressively.  I was doing the opposite.  That meant less competition.  And indeed the business grew nicely during those years.

There’s no doubt about it, we’re headed for a recession.

You might need to make some sacrifices in the months ahead.

Don’t let it be your marketing, unless you want to fade into oblivion.

Alright, I’ll climb down off of my soap box now.

(And wipe it down thoroughly.)

If you’d like me to help you quickly grab more market share in the coming months while your competition is hitting the snooze button, go here to request your no-stress Free Brainstorm Call to find out if we’re a fit:

https://conorkelly.com/free-brainstorm-call/

But time is short.

My schedule is filling up.

And I’ll be marketing more, not less.

Happy Relationship-Building,

Conor Kelly

Weird St. Patrick’s Day

This is weird.

With St. Patrick’s Day essentially canceled this year, here for your viewing pleasure are a few MORE strange St. Paddy’s Day facts:

*The original colour worn by Patrick and to mark St. Patrick’s Day…was blue.  It became green the more the party went global – ostensibly due to the Emerald Isle’s greenness, shamrocks, leprechauns, every Irish national sporting uniform ever, and the green in the Irish flag.

*Patrick’s real name was Maewyn.

Very Lord of The Rings.

*Herpetologists – i.e. folks who study reptiles agree that there probably never were snakes in Ireland for Patrick to drive out.  Too cold.  So the snakes of legend are thought to be metaphorical.  At least they weren’t the ironic kind – those smug bastards.

*Once upon a time, in the ol’ U.S. of A. the Irish were considered a migrant crisis.

Good one to remember.

As they poured in to the states on the Eastern seaboard, they were discriminated against harshly.  Now they’re a force in American culture and politics.

#Truth

*The world’s shortest St. Patrick’s Day Parade takes place in Hot Springs, Arkansas and is just 98-feet (or 49 leprechauns) long.

Crucially, this allows for more pub time.

*In the town of O’Neill, Nebraska (named for its Irish founder) residents wear green not only on St. Patrick’s, but on the 17th of every month.  That’s dedication.

*On the tiny Caribbean island of Montserrat, St. Paddy’s Day is a national holiday.  Montserrat boasts a rich Irish and African heritage.

Like me.

(The Muscle began in The Ivory Coast.)

*Finally, here’s a clip of one of my fave Conor Kelly productions.  It’s a workout routine I shot while vacationing in Ireland, with just about the most scenic backdrops of any workout video I ever done seen:

https://www.youtube.com/watch?v=7jWfldJTGik

It’s timely, as it can be done at home.

Well that’s all for the weird and the wonderful of the day.

If you’d like done-for-you emails like this one that both delight and SELL your subscribers, follow the rainbow to find your no-stress Free Brainstorm Call here:

http://www.calendly.com/conorkel/emailincome

And what a pot o’ gold she is.

Mark my words:

With everything that’s going on…and everything that’s coming…email is about to become that much more important as a marketing channel.  Don’t wait.  Start now, or your competition will figure this out first.

I’m currently booking projects for next month and I expect my calendar to fill up.

I leave you with this Irish blessing:

May love and laughter light your days

And warm your heart and home.

May good and faithful friends be yours

Wherever you may roam.

May peace and plenty bless your world

With joy that long endures

May all life’s passing seasons

Bring the best to you and yours

Happy St. Patrick’s Day,

Conor Kelly

Copywriters who cheat on book reports

Recently got this testimonial from leading coach, speaker, and podcaster Paul Reddick of Baseball Education Center:

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“I’ve worked with various copywriters over the course of 20 years of being in business.  Some were expensive, some highly recommended, others had sterling reputations, yet at every turn I was disappointed.  It looked like they applied whatever cookie cutter sales system they had, and it would end up being this big pile of marketing hype and words.

Working with Conor has been a breath of fresh air.  Not only has the entire process been professional from start to finish, but it quickly became obvious that he took the time to understand, I mean really understand our product, which caught me by surprise because I wasn’t used to it!

For anyone who is thinking about working with Conor, I suggest you get on the phone with him.  You’ll have a different experience of a copywriter.  I certainly did.  And we’ll continue our professional relationship into the foreseeable future.”

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This is interesting for a couple of reasons.

Paul said something in conversation after our first project together that stuck with me.  Not only was it obvious to him that I’d spent a lot of time on the product (in this case a video), but in his previous experiences of copywriters, when looking over their work, he was always waiting for that moment when you realize they didn’t watch the training.

That statement kind of blew me away.

You’re writing a sales page, how are you not going to study the product you’re selling?

It’s a bit like when we were back in school and had to do a book report.

You know there were always those who’d try to skip the reading part, get the crib’s notes – or ‘borrow’ a classmate’s notes.

It depends on the product and how much content is in there, but if it’s an info product and I’m writing the copy, I usually go through it MULTIPLE times.  And in various formats if I can (e.g. if it’s a book I try to get the audio version too).  It’s the only way to know the material.  It also lets me dig up a wealth of sales hooks and write dozens of badass bullet points that stomp all over a prospect’s indifference and get them leaning in, watering at the mouth and wanting to read more.

If you don’t put in this kind of effort, all that’s left is to follow a paint-by-numbers template or throw so much hype in there the ad becomes embarrassing to run.

Not saying I’m perfect.

But at least you can count on me bringing my A-game.

If you want copy that converts, there’s no two ways about it; you’ve got to shut the door to your room, turn up the Baroque classical music, and study your gluteus assimus off.

Them’s the breaks.

Or, you can legally and ethically “cheat”, and hire an honor roll student like me to geek out and write your book report for you. 🙂

Step 1 is booking your 15-minute no-fuss Free Brainstorm Call to see if we’re a fit.

Meet me after class here:

http://calendly.com/conorkel/emailincome

I’m booking projects three weeks out at the moment so best hurry if you’re interested.

Alright, that’s enough shenanigans for one day.

Muscle out.

Happy Studies,

Conor Kelly

[PHOTO] Are you missing this crucial piece in your marketing?

IMG_1957

Take a minute and read the ad above.

This one caught my eye while riding the subway the other day.

Can you tell what’s missing?

Let’s come back to that.

First, the good (or at least decent):

Not a bad headline, although it could probably be better.  The “Did you know” with the statistic used is what I call a ‘catch all’.  It paints with a broad stroke how the ad’s content could be relevant to anyone on the train.  The amazon review is also a great way to do social proof.  And I like the “common causes of dehydration” as it supports the claim in the headline.

Subconsciously, riders are reading this going, “I travel, I drink…maybe I’m dehydrated.”

Now the bad and the ugly:

What’s being promised here?  There’s no real benefit.

For starters, dehydration can lead to fatigue, poor mental performance, higher toxicity, faster aging of skin, headaches, dizziness, poor digestion and…wait for it…a slow metabolism.  You can’t stop at telling them why they’re dehydrated.  You’ve got to connect the dots for them so they know precisely what it means.

Better hydrated they can:

Boost energy…

Look younger…

Think better…

They’re in dehydration ‘hell’ right now.

Show them heaven.

Heck, you might even drink more water today just based off my short paragraph of ‘harms’ above.  Those could easily be bullet points in the ad and would not take up much space.

No doubt you can see how any of the above might give this puppy an ROI-enhancing facelift.

But the simple 5-minute “trick” that will juice up the response from this ad without changing anything else?

Survey says…

Having a call to action.

What do they want us to DO here?

Not clear at all.

Sure, the Amazon review would suggest you could find the product there, but that’s simply too much homework to lay on people who are rushed, distracted by their phones, or merely avoiding making eye contact.  Even “Visit this website” with a URL would probably beat what’s there now.  A web address with a promo code to get a limited-time discount…even better.

And maybe a QR code so they could scan a digital coupon direct to their phone.

Which leads me to the rub:

If there’s any confusion about what action you want your prospects to take in your ads, your emails, or when landing on your website, guess what?  You’re that much less likely to get any action whatsoever.  Don’t leave it to them to put two and two together.  Tell them EXACTLY what you want them to do.

Spurn this advice at your ownrisk.

Those are just a few potential ‘upgrades’ that jumped out at me while staring at this ad for a few minutes between Ossington and Bay stations on Toronto’s Bloor line.

Imagine what I could do if I had two solid hours to spend on your marketing. 😉

With that in mind, if you’d like me to perform one of my signature Mini Power Critiques on your website (or your sales letter, or your email campaign) here’s how it works:

I spend a couple of hours on your website then I send you detailed notes, along with a screen capture video, that outlines every last one of my recommendations to help you get more conversions, leads and customers – and jack up the ROI you get from any advertising you currently do.  I’ll even throw in suggestions for taglines, headlines, bullets, or other hooks that’ll inevitably occur to me.

The cost for this goodness is just $275USD.

And if your pulse is not already a bit faster, here’s what I’ll do:

If you book (and pay for) your website critique before Friday March 6th at 6PM, and you end up hiring me to do a re-write, I’ll credit this amount toward my fee.  In that sense, you’ll have gotten to drink of the fruit of my knowledge for free.

If you’re interested, go to my calendar below and book a time to tell me a little about your business, your current situation, and the item you’d like reviewed and we’ll take it from there:

http://calendly.com/conorkel/emailincome

That does it for today’s muscular installment.

Mind ye this hallowed rule:

Let no marketing leave the door WITHOUT a call to action.

Happy Commuting,

Conor Kelly

 

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“With just a few short questions Conor was able to come up with a marketing plan that’s perfectly customized to my goals and my strengths.  He’s very knowledgeable, and has great instincts!”

Amirali Rahnamoon, Osteopath at IN and OUT Fitness

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#1 most common web copy mistake 90% of businesses make

Here’s one you can really sink your teeth into.

When I first started my personal training business back in ’08 my tagline was The Most Complete Personal Training Program In Toronto.  I dropped this bad boy in the header on my website, on my business cards, and in my brochures.

It was also the theme of my “elevator pitch” if I cornered you face to face.

See I wanted prospects to know I’m not like other trainers.  I wasn’t just going to put you through a workout, I was going to coach you on everything you need to reach your fitness goals; weight training, cardio, nutrition, supplementation, flexibility work.

It was a valid sentiment.

That IS what most people need to get results, after all.

Trouble was, nobody cared how “complete” or “comprehensive” my program was.  They just wanted their clothes to fit better, to not break into a profuse sweat from climbing two flights of stairs, to not feel so lethargic all the time, etc.

All the other stuff I could do was nice.

But it didn’t speak to them (much).

Any time I lobbed across my humdinger of a tagline the most reaction I’d get would be a blank stare, a nod, or an “ok”.

Later, after I’d educated myself a bit more, I went this instead:

“Transform Your Body In 16 Weeks”

At the time I was doing a lot of google ads so I split-tested this one against “most complete”.  “Transform” more than doubled my conversions.  In conversation, it was night and day too.  When I’d hand someone a business card they’d read it and go, “Transform in 16 weeks…ooh, that’s what I need, tell me more about that.”

To my lovely point:

My tale today is a fine illustration of using BENEFITS vs. FEATURES in your marketing.

The ‘completeness’ of my program is a feature.

The transformation of your body (in 16 weeks no less)…that’s a benefit.

And it’s ultimately the benefit that your prospects are after.

Remember…

People buy outcomes.

They don’t care what fancy new laser technique you’re using…they want to know you can get rid of their plantar fasciitis.  It’s not all the different traffic sources you can teach them about…it’s getting more new customers.  They’re not thinking about how many ‘functional training’ courses you’ve taken, they want to lose body fat and feel more confident.

Now they may appreciate those other things later.

But they’re not generally walking around with them in their heads or staring holes in the ceiling at night thinking about them.

In all the website critiques I do this is probably the #1 most common mistake I see.  You can’t glance at the homepage without getting an eyeful of “what’s IN the product” but you’ve got to scroll through endless drop down menus before you find out “what it DOES for you”.

Let that percolate a little.

And if you’d like The Muscle to perform one of my Mini Power Critiques on your website (or your sales letter, or your email campaign) here’s what’s involved:

I spend a couple of hours on your website, and research your market.

Then I send you detailed notes – along with a screen capture video – that outline every last one of my muscular recommendations to help you (note these benefits) improve your web conversions, get more new leads and customers, and boost the ROI you get from any advertising you currently do.  This includes a few suggestions for taglines, headlines, bullets, or other hooks that inevitably occur to me in the process.

And the cost for all this making your life easier and more fun?

Just $275USD.

To make her even more of a peach, here’s what I’ll do:

If you book (and pay for) your website critique before Friday March 6th at 6PM, and you end up hiring me to do a re-write, I’ll credit this amount toward my fee for the rewrite.

In that sense, you will have gotten to drink of the fruit of my knowledge for FREE.

If you’re interested, saddle up and trot along to the enticing link below to explore my calendar and book some time to tell me a little about your business, your current situation, and the item you’d like reviewed:

http://calendly.com/conorkel/emailincome

We’ll take it from there.

Happy Benefit-Highlighting,

Conor Kelly

P.S. Here’s what one client had to say about my Mini Power Critiques:

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“I recently attended a 3-day ‘copywriting workshop’ with one of the industry leading copywriters… not long after, I had Conor do one of his signature 30-minute copywriting evaluations for one of our clients and I can tell you with absolute certainty that I received more than 10X the amount of value from Conor’s 30-minute video than I did from 3 full days at the copywriting workshop.” -Matt Morse

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Former U.S. Navy nuclear sub commander enjoys record-high engagement

Got this the other day from former U.S. Naval Officer and leadership author Jon S. Rennie:

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“I gave Conor a tough assignment to help kickstart both my business and personal email campaigns. I was stuck and I needed professional help. He hit a home run with both assignments. He took the time and learned as much as he could about my businesses. His focused messaging with punchy copy was exactly what I needed to bring my engagement levels to record highs. I would strongly recommend Conor!”

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Thank you, Sir.

Jon’s an interesting client.

Having both commanded a nuclear sub, and led multiple manufacturing businesses since leaving The Navy, this delightful cocktail of military and corporate experience lets him distill leadership lessons in a unique and powerful way for any business owner, manager, or exec.  And one thing I can say with conviction is that Jon preaches what he practices.

He lives it.

Also, his book I Have The Watch: Becoming A Leader Worth Following is excellent.  I recommend you get on his email list here. (I don’t currently have any projects with Jon, so there’s no real benefit to me in saying this other than perhaps some good will.  I just think his emails are worth following.  Also, he sends one per week so no need to worry about being bombarded).

Jon sought my help to reengage a lukewarm list.

First, a caveat:

If your list hasn’t heard from you in more than a year or two, or ever, be forewarned that if you attempt to reanimate it, out of the dark of night zombie subscribers will emerge, long dead, lurching at you, and feening for their pound of your living flesh.  Not saying it can’t be done.  Just prepare yourself you may need to navigate a graveyard of high spam complaints and angry replies to get there.

Luckily Jon’s case wasn’t anywhere near that serious.

He’s got a great relationship with his subscribers.

We just needed to:

  1. Reintroduce some consistency – a big key to keeping folks engaged with how fast all forms of marketing and content are flying at us these days and how quickly yours can be forgotten.
  2. Shorten his emails a bit and make them punchier, as Jon says.
  3. Use more variety and contrast (story one day, Q&A the next, list of ‘what not to do’ the one after that, etc.)
  4. Tweak subject lines a bit to get attention – topic for another dispatch.
  5. Do something which is the very first thing I do whenever I take over a new list. If you do this correctly, you almost can’t help but engender a bunch of interest, reaction, replies, and appreciation right off the bat.

I’ve done this in many markets now.

It’s almost always the shot between the eyes your readers need to wake them up…in a good way, and a way they’ll thank you for.  And I’ve never seen this discussed anywhere, in any of the multitude of email marketing trainings I possess in my muscular library.

What is this venerable re-engagement “trick”?

Alas, I save such things for clients only.

But there is a silver lining.

I have a spot open for 1 new client next month.  If we jump on a call next week, and we discover we have a fit to work together, not only will I tell you this trick, but I’ll implement it for you.

Heck of a thing, ain’t it?

Take a look at my calendar and book your Free Brainstorm Call here:

http://calendly.com/conorkel/emailincome

It’s one small step for you, but it could be one giant leap toward keeping the zombies at bay.

Happy Engaging,

Conor Kelly

Use this ancient martial arts secret for writing persuasive copy

True story:

Fourteen years ago I was a bouncer at the largest night club in Toronto.

Because of the sheer numbers of people we dealt with, the club had a reputation for hiring giant men to do security.  Which makes perfect sense; if most of your bouncers look like ‘The Mountain’ from Game of Thrones, you’ve got yourself a compelling deterrent against would-be troublemakers.

Interestingly, our head of security was a relatively small Korean guy called Jung Ho.

At 5’8” and I’d guess 165 pounds, Jung was not very physically imposing…

But he could single-handedly clear out a room of roided-up college football players.

He generally didn’t get involved, but if he did, you understood pretty quickly why he was in charge.

You see, Jung had his own dojo.  He was a master of a martial art called Hapkido.  Hapkido is based on foot work, leverage, pressure points, and uses its opponent’s strength against him.  In this way, Jung overcame his size disadvantage.  In fact, the more you struggled, the more Jung was in control.

He was adept at steering natural forces.

That’s how I view copywriting.

Your prospects already have certain ways of thinking about their problems.

And specific words they’d use to describe them.

It’s the research you do that lets you hone in on and spotlight those key ideas, phrases, and emotions.  As email marketing grand poobah Ben Settle says about the market intel  you dig up: “Realize it’s energy coming at you.”  The trick then, is to reflect back this energy in a way that causes them to perk up, listen, and understand their own problem (and hopefully your solution) so clearly they’re compelled to do something about it.

When they do, the sales dynamic is entirely different.

You’re in the driver’s seat, baby.

They’re putty in your hands, like drunk sophomores are to Jung Ho.

You can have great punches, kicks, or throws (i.e. great at what you do), but as long as you’re the aggressor (out there “pitching”, bleh), you’re working too hard, and you’re not seeing enough new greenbacks marching through the door each month.

If you’d like my help with becoming the black belt that skillfully parries market demand into new prospects or customers, you may enter The Muscle’s dojo by requesting your Free Brainstorm Call here:

http://calendly.com/conorkel/emailincome

Spot open for only 1 new client only this month – so if you’re interested, make haste.

Until then…

Happy Redirecting,

Conor Kelly

Legend of the chronic email under-communicator

“With a prospect standing before him, would you confine [a salesman] to any certain number of words?  That would be an unthinkable handicap.  So it is in advertising.  The only readers we get are people who our subject interests.  No one reads ads for amusement, long or short.  Give them enough to take action.”  — Claude Hopkins, Scientific Advertising

Let me tell you a quick story about a client I fired last year.

This was not the reason for the firing.

(There were other factors in the decision.)

Anyway, here’s the gist of it:

He was the type who, in the name of not spending a lot of time writing emails (and in his case I think some of it was signaling he’s a big shot who has better things to do), would rarely offer more than short, sometimes one-word responses.

No punctuation, of course.

Perhaps you’ve encountered such a creature?

Ultimately he was shooting himself in the foot because no one could understand what he wanted.  And besides that it usually required multiple follow up emails to get that clarity, when it easily could have been spelled out with that first touch.

Indeed, some of his worst sins of under-communication included:

*Not making clear which project he was talking about

*Responding only partially to emails with multiple questions within them

*Never saying “please” or “thank you”

*Completely not responding to emails, even when you’re unable to move forward without his direction

I remember working with some other contractors and partners of his and them going, “What’s with the cryptic emails”?

Thus, the rub:

Confused people don’t take action.

I’ve often heard this imperative from clients, “It’s good but can we make it shorter?”  The problem with catering to short attention spans is you risk some of your point getting lost in translation.   To the right prospect, your copy can’t be too long, only too boring.

As long as you’re speaking to their self-interest, and sprinkling a bit of drama and contrasting ideas throughout, and entertainment, you want as many words as necessary to make the sale.  Don’t get me wrong, there’s a lot to be said for simple and concise language; especially in their inbox where ignoring you is a simple as hitting the delete button.  But don’t let the call to brevity cut off your sales message at the knees.

If you’d like my help with striking the right balance in your sales letters or emails, good news:

I have a spot open for a new client next month.

Ride the information superhighway over here to peep my calendar and schedule a time to talk:

http://calendly.com/conorkel/emailincome

We can even keep it short.

Just not too short.

Happy Communicating-In-Full,

Conor Kelly

Polite Canadian protests politely

A while back, one Canuck subscriber wriggled free of the bonds of decorum long enough to question my muscular ways:

“I noticed you go for a lot of US content, popular references, etc. but I’m in Thornhill [an area just North of Toronto].  Wouldn’t it make more sense to segment US vs. Canada so it feels more personal to me?”

Well spotted my warmth-deficient friend.

Here’s what that’s all ‘a-boot’.

Most of my clients and subscribers (about 70%) are US based.

Setting aside that to segment peeps by their IP address would be so highly impractical that it would scarcely be worth the time and aggravation…and the fact that the only folks still left on the planet that don’t understand what a broadcast email is are sequestered in remote tribes in Madagascar…

‘Tis a worthy intention to keep the feel personal.

To that end:

Always write to your main buyer.

Look, most businesses have a variety of buyers, it’s true.  But there usually is one main type of buyer.  And it’s a common mistake to try appeal to your various market segments by using general language.  Yes, you want it to resonate…with your most rabid customers.

They’re the target.

It’s one reason why I do a “customer prototype” with every new client and drill down on how old they are, their level of education, their gender, etc.  If most of the buyers are women, I’ll write in a way women would relate to – even if men buy too.  Or if I know my audience is older, I’ll avoid colloquialisms or popular references that might leave them scratching their heads and slow the momentum of our sales message.

And what if some buyers that don’t fall into this esteemed category?

If they’re otherwise qualified and interested in your offers I can assure you they’re not getting much acid reflux over it.

But thereby your main crowd…

Your lowest hanging fruit…

Your base

…Is engaged.

There’s a lot more to this, but for now, thus is my muscular answer.

Take it for what it is.

Great news for those of you who have been asking:

I have an opening for a new client next month.  If you’re interested in my help with a website critique, some web copy, or an email campaign, no need to cross the border.  Simply visit this convenient link instead to see my calendar and schedule a time to talk:

http://calendly.com/conorkel/emailincome

However, you can’t afford to drag your heels on this as I expect that spot to fill up quickly.

Until next time…

Happy Personalizing,

Conor Kelly