I want to corrupt you

I’ll admit:

I get my jollies seeing these social media guru types and their shenanigans.

So when one of this bizarre breed posted in my LinkedIn feed about “transparency” and “authenticity”, I got to thinking…

First, I fear those are becoming buzz words and rapidly losing all meaning.  Second, it’s ridiculous that anyone would need help on how to be authentic.  Third, he claims he’s the same guy whether he’s on social media, or with friends, or with the in-laws, or with clients.

Newsflash: that’s not transparency.

That’s insanity.

I’m no shrink but that might even make you a bit of a sociopath.

(Yes I realize a few emails ago I encouraged transparency.  I never meant TOTAL transparency.  Please…for all of our sakes, keep some mystery.  Go here if you want the gist of that lovely message: The Howard Stern method of dealing with critics)

Psychologists know well we all wear different personas.

It’s healthy.  It’s called being socially aware.  It’s true that as I get older, I’m less inhibited and more likely to speak my mind (and not give a crap about it either)…but there’s still work Conor, Dad Conor, spending time with buddies Conor, on a date Conor, etc.

If they were identical it would lead to some interesting outcomes I bet.

Besides that, what he’s pushing is patently false.

All of the big social media types are doing some kind of persona.

Marketing gurus, celebrities, well-known business people – all have deliberate and well-managed public images (and they often pay consultants big bucks to help them with this).   It’s not that they’re not being themselves; it’s that they’re amplifying certain aspects of their personality to suit the brand or image they’ve – key word – strategically chosen to create.

Teach that.

Not this other garbage.

Thus, let it be said The Muscle is not an “influencer”.  Don’t be influenced.  I’m a corruptor.  Be corrupted.  It’s much more profitable, let me assure you.  Mindless gurus like this – if you let them influence you – will have you spinning your wheels faster than a sports car in a blizzard.

Instead, create a persona people enjoy.

(So says, ahem…The Muscle.)

This is naught more complicated than putting the spotlight on selected parts of you (which are yet true to you…just maybe pumped up a bit for dramatic effect) and weave this thread throughout the narrative of your marketing.  Your personal uniqueness then becomes like a trademark that stamps all of your messaging and helps you stand out.

Besides, if you have to keep reminding everyone you’re authentic, is that still authentic?

Alright, rant over.

Bottom line:

Never email while under the “influence”.

If you’d like to profit from my corrupt ways…

And get done-for-you emails that feel authentic to you but nevertheless sell you better than “having-beers-with-friends” you…

Let’s start with a “no-fuss” Free Brainstorm Call.

Come over to the Dark Side here:

http://calendly.com/conorkel/emailincome

Note that I’m not available to start projects right away (as I’m busy with my other clients’ projects), so the sooner we figure out if it’s a fit, the sooner we can get your awesomeness into the queue.

That’s my bit for today.

Happy Influence-Resisting,

Conor Kelly

a.k.a. The Muscle @ Marketing Muscle

How to tell a wannabe from a badass email marketing motherf*cker

My email two weeks ago Is The Muscle Kitschy? prompted this reply from subscriber and best-selling author John “Coach Bru” Brubaker:

====

Dear Real Estate Agent,

The Muscle is NOT kitschy.

The Muscle is a bad ass email marketing mother f*cker.

The end.

====

My name is The Muscle.

And I approved this message.

Btw, John’s book Stadium Status is damn near one of the best business books I’ve ever read.  I honestly think ANY business owner would have to be either a bit slow or mad as a bag of ferrets to not buy it, read it, dog-ear it, underline it, and put its principles into action today.  Grab your copy here: https://coachbru.com/product/stadium-status-taking-business-big-time/ .

That’s not an affiliate link.  Just a sincere recommendation.

Also, if you can stomach the occasional f-bomb (it’s only when he gets excited…which is a lot) I’d get involved with everything Coach Bru has to offer.  It’s bang on.

In a moment I’ll tell you why John’s statement is apt, and what it means for you.

But first, an observation.

As someone who’s been involved in the fitness industry for 20 years, here’s something I’ve noticed: trainers who give their clients one type of program (usually based on whatever’s getting the most hype these days), and train themselves completely differently.

This always struck me as odd.

Especially when you consider that the goals in themselves aren’t that different.  Be healthy.  Gain strength.  Burn fat.  Build muscle.  Why are trainers bogarting their best secrets, leaving their clients to toil in mediocrity?

Now my clients aren’t as strong as me.

And they’ll typically need more foundational work (which is stability, flexibility, activation of weak or underperforming muscles).  They’ll likely be on a dialed down version and never train on my full blown “beast mode” program.  But I’ve long thought the PRINCIPLES should be the same.

The best trainers preach what they practice.

So it is with copywriters.

One of my “insider tips” on how to find and hire a good copywriter is to study how they market themselves.

To my point:

When I sing the sweet praises of email, I’m not just blowing smoke up your backside.  Not only am I teaching and demonstrating my chops each week with these messages…I’m using email myself to grow my business.  And it consistently delivers me new clients.

I wouldn’t tell you to do it otherwise, just like I wouldn’t base your workout program on some weird exercises I would never do myself.

It’s not at all hard to figure out what a marketer is about by checking out their blog, emails, opt-in bribes, etc.  And if they don’t have those things I’d question why.

Alright, that concludes this PSA.

If you’d like done-for-you emails written by someone once described as a “badass email marketing mother*cker”, get your Free Brainstorm Call easier than sliding down a greased up pole here:

http://calendly.com/conorkel/emailincome

Be sure to book today as my calendar is quickly filling up.

Happy Emailing,

Conor Kelly

a.k.a. The Muscle @ Marketing Muscle

My new dating strategy for 2019

Dating’s changed in the last decade.

There’s online dating, tindering, bumbling…

But what is there for the discerning gentleman who’s ready to consider, shall we say, a more strategic approach?

Here’s the idea in a nutshell:

You place a personal ad in the classified section of a local magazine.  Do a bit of research before selecting which one.  For instance, if you’re looking for an executive or a professional you might try a board of trade newsletter.  You’ll catch a different type of fish in that pond than in the local dailies.

In your ad, describe your value proposition.

What are YOU bringing to the table?

What features and benefits?

Are you a successful lawyer?  Six-foot-two and built like a Greek God?

Put that in there, along with a one-liner about your ideal mate:

“Seeks erudite, worldly, fun and sporty woman for general dating and romance.”

Using words like erudite, worldly, and sporty helps qualify your prospect.  Any woman that self-identifies with these traits is likely to be educated, well-established and into some form of physical activity.

Then, you need a call-to-action, eee gee:

“Visit this website for more info: eligiblebachelor.com.”

The website is your landing page.  Here again, you want to reassure her she’s in the right place.  Restate your value.  Maybe upload a couple of well-chosen pics of you, and maybe with other people who look like they’re having fun.

That’s your “social proof”.

Next, you need to fill in the blanks about your target market.  Is she a single mother, or a career woman with no kids?  Be specific.  The more it resonates, the more she’ll become interested.  Less compatible candidates will disqualify themselves.  This saves you the trouble of doing it.

And the final test?

Another CTA:

“If you’d like to start a chat, fill out the form on the right.”

This form might ask her to provide a picture, a brief bio, and what she’s interested in.

Finally, you look over all your web submissions.  You’re now in a position to pick and choose who you want to learn more about.  And with your landing page (which is really a sales letter) you’ve made her jump through so many hoops that when you do finally make “first contact”, she’s excited to hear from you.

What say you?

I might be on to something here.

Either that, or I’ve been working too much and it’s encroaching on my personal life…

The ways of love may be mysterious, but the ways of marketing, thankfully, are not.

To effortlessly make new love connections with a steady stream of your best clients, request your Free Brainstorm Call with Yours Muscularly over yonder:

http://calendly.com/conorkel/emailincome

Happy Dating,

Conor Kelly
a.k.a. “The Muscle” @ Marketing Muscle

P.S.  I’m clearly having fun with the above but it’s also one of the most succinct explanations of direct-response marketing you’ll ever come across.  Word to the wise: I’d print this out, read it over 10 times, and put aside 30 minutes to brainstorm how you can apply this to your business.

P.P.S. As the late, great marketing genius and hall-of-fame copywriter Gary Halbert once said:

“There are very few problems in life that can’t be solved with a good sales letter.”

Tell The Muscle your problems:

http://calendly.com/conorkel/emailincome 

Is The Muscle “kitschy”?

“Would you jump into a pool without water?  No.  The splash is what keeps you alive.  Splash is life.”

– Gina Linetti, Brooklyn 99

Here’s the story:

When I first hung up my shingle as an email specialist, I was doing some cold calls to drum up clients.  One real estate agent in my area had mailed out a booklet with coupons to some of the neighborhood businesses, which I thought was a great idea.

So I called him up.

I said, “You seem like a guy who’s open to some new ideas about marketing…”

I asked him if he used email, and he did.  But he was more or less doing what every real estate agent does which is to send yawningly dry market updates or only email when they have a new listing.

I suggested we try something different to help him stand out.

Even add some (gasp!) entertainment to spice things up.

His reply?

“I don’t know…that can be kitschy.”

Based on the reaction of my mastermind group when I told this story (it sent them rushing to the Googletionary to look up “kitschy”) I should probably help you out:

Kitschy adj considered to be in poor taste because of excessive garishness or sentimentality.

“Cheesy” might be a good synonym.

Now…

By no means am I proposing you become the email equivalent of a monkey that plays the accordion.

And you do not need to bowl folks over with your charisma as The Muscle is wont to do (you try keeping a lid on all this animal magnetism).  However, adding “splashes” of personality is one of the key ways we attract interest.

A lot of business owners are scared to death of looking “unprofessional”.  That’s not what we’re talking about here.  Just be a person.  That’s the essence of personality.  Don’t be plain icing.  Add sprinkles of “you” on top.

Retail Marketing Institute recently wrote that 70.9% of customers would STOP doing business with someone and go somewhere else if it was more FUN.

You see, people will say they want to be informed but the truth is they’d rather be entertained.  There’s no amount of information that will make a video go viral.  That’s why your best case scenario is to “infotain” your list with a smattering of both info and fun.

(This is also how you “get away with” emailing more often and “selling” in every email, btw.)

And what of our real estate agent who so wantonly spurned my muscular ways?

I guarantee he’s costing himself sales (and probably a lot of notoriety too).

In the words of advertising legend and original “mad man” David Ogilvy (who the character of Don Draper in Mad Men was based on):

Tell the truth but make truth fascinating.  You know, you can’t bore people into buying your product.  You can only interest them in buying it.

Splash is life.

To add a little sumthin’-sumthin’ to your email campaigns, request your Free Brainstorm Call and dive in here:

http://calendly.com/conorkel/emailincome

Alright, that’s enough pounding the pulpit for one day.

Let’s put an end to this before it gets too “garish”.

Happy Entertaining,

Conor Kelly

a.k.a. The Muscle @ Marketing Muscle

P.S. People sometimes worry I’ll make them sound like “muscle-lite”.  Not so.  It’s about (a) knowing your market and (b) sharing your personality.  And I use a proven system for both.  Here’s a recent comment from a client:

“I am INCREDIBLY impressed with your content…it’s in MY voice, and ACCURATE!!!”

— Stephen Bach, The Digital Docs, thedigitaldocs.com

3 email types that sell better than Captain Picard skull caps at a Star Trek convention

Here’s the deal:

One of my big goals this year is list-building.

With that in mind, I’m going to make you a very simple offer today.  If you’re enjoying all the content on this site, I invite you to join my email list here:

https://emailmarketingmuscle.com/optin

And, to “ethically bribe” you to do this right now, if you forward me your confirmation email to conor@conorkelly.com, before tomorrow June 22nd at 11:59PM EST, I will send you a brand new video breakdown I just created…

“Three emails that converted BIG and why”

In the video I’ll break down three of my most successful emails…pull back the curtain to reveal the inner psychology that made them so effective…and explain how you can model them to make more sales today.  You’ll get very specific, very detailed secrets I use to create high-converting emails – pretty much “on command”.

If you haven’t seen one of my video breakdowns, you’re in for a treat.

I do these for clients all the time – often to rave reviews.

Which makes me think I should do more of this type of thing for you.

Note to self.

Anyway, if you currently do anything with email this could be some of the most valuable marketing training you get all year.  Even if you don’t, you’ll still learn a lot.

And the price is right.

Once more:

  1. Get your friend (a legit business owner) to sign up for my list here:

https://emailmarketingmuscle.com/optin

2. Your friend sends me their confirmation with your email in it by Monday June 24th at 11:59PM EST.

3. You get a very rare, kickass email marketing training that you can’t find anywhere else and can use as soon as today to make more sales.

But don’t dilly-dally.

I won’t be making this offer again.

Once it’s gone, it’s gone.

Happy Profiting,

Conor Kelly

a.k.a.  The Muscle @ Marketing Muscle

What the NBA Finals prove about marketing

We can say it now.

Toronto Raptors, NBA Champions.

Yes, Toronto is where The Muscle’s secret lair is to be found.  And yes, this victory pleases me [rubs hands together in a sinister way].  And no, despite the utter bedlam outside my balcony until the wee hours this morning, this will not be about our homegrown (and inspirational) Dinos.

This is about something that concerns you.

Something of BIG significance to ANY business.

Here it be:

Tickets for last night’s Game 6 started at $935.  That’s a cool g-note to sit in the bleachers.  And if you wanted to sit courtside to witness the Raps historic win?  $16K.  And let me ask you…if you were watching…did you notice any empty seats in that arena?

Here’s the point:

THERE IS SO MUCH MONEY OUT THERE.

It’s not even funny.

It undulates like a huge flowing ocean of yachts, sports cars and Prada bags.

And if you’re not getting as much of it as you’d like…

You’re only limited by your imagination.

One of the best business books The Muscle ever done read is Dan Kennedy’s No B.S. Marketing to the Affluent. In it, he describes how savvy business people are extracting exorbitant sums of cash from the market, eee gee:

  • Sam’s Club, which sells a $48,000 wine tasting trip to New Zealand – online
  • He describes staying at Disney hotel for $1,800 a night – and notes only two suites were left
  • Dean & DeLuca which offers a three-pound Candy Cane Christmas Cake – $135
  • Love your doggy? Why not pick up a leather dog bed from PostModernPets.com for $1,450

These are just a few of literally dozens of examples in the book (and they get crazier).  Few things will do more for your abundance mindset than to read it (and its companion No B.S Wealth Attraction for Entrepreneurs).  I’ve read both several times.

Here it is:

Instead of trying to figure out how you can afford to charge less, brainstorm how you can charge MORE, and simply add value.  Money flows toward good offers.

That’s where I come in.

You already do great things for your customers.

My job as a copywriter is to tell that story so we build so much value in your product or service that it becomes a “no-brainer” for folks to do business with you…and to buy MORE, and buy MORE OFTEN.

I’m using more emphasis than usual.

That’s how you can tell I’m passionate about this.

If you’d like to sell a whole lot more of something, more often, or sell it at a higher price, then let’s hop on a no-hassle Free Brainstorm Call to find out if we’re a fit.  You could be a mere sales letter, email campaign, or website critique away from funneling a few swimming pools worth of that money ocean in your direction.

Pay for your New Zealand wine-tasting trip here:

http://calendly.com/conorkel/emailincome

Just book it today as I’m taking projects several weeks out already, and my schedule quickly fills up.

And check it: there is no scarcity.  Especially not when you put the right offer…in front of the right people…using the right words.

Believe in abundance, and abundance shows up.

Happy Wealth-Attracting,

Conor “Louis Vuitton” Kelly

a.ka. The Muscle @ Marketing Muscle

Never do this on your website’s pages

Copywriting tip today.

One of the things I’ve been getting a lot of lately is sales page critiques.

In a recent consultation, it came out that one of the owners of the business had some pretty unique experience related to the product they were selling.  In fact, I’d go as far as to say he’s so uniquely qualified to do this sort of thing, that if you were in their market and you knew about him, you’d never consider going anywhere else.

Yet, these credentials were buried at the bottom of the page.

I didn’t even see them at first.

This comes back to what marketing genius and all-time copywriting great Gary Halbert taught about why you must “prepare people to believe”.

You see, we learn that selling is about benefits.

People “buy the hole, not the drill” and all that jazz.  So that’s what many business owners do…throw a bunch of benefits on the page with an order button.

And that can work to some extent.

But without context…your benefits won’t have anywhere near the same ability to tug at your prospect’s wallet.  Per Gary The Great…you’ve got to prepare people to believe your claims.  And until you have their belief, you won’t command their attention.  Your prospect could feel pretty “meh” regarding your offers at that point…a dire situation for any salesperson.

A caveat:

Overdo credibility and it can cost you sales.  There’s a delicate balance to be observed here that the best copywriters know how to push and pull on like a seductive dance.

All that’s to say if you’ve got a sales page you’d like my feedback on, go here to book your Free Brainstorm Call:

http://calendly.com/conorkel/emailincome

I’m currently booking projects three weeks out (so I won’t have time to work on a more detailed critique until at least then)…but if you reply today we can figure out if it’s a fit and get you in the queue.

Yarrrr, that’s all for today.

Powerful lesson she be.

Belief is like oxygen to your copy.

Start with why they should believe you…

And never leave a benefit stranded.

Happy Claiming,

Conor Kelly

a.k.a. The Muscle @ Marketing Muscle