Brains are stupid.
Well, obviously they’re amazing things that are the end-product of billions of years of evolution…
But also, they’re stupid.
Take my brain, for instance.
I had a terrible night’s sleep on Thursday night because I wasn’t feeling brilliant. Not really ill or anything, you understand; just a dull pain in my side and I felt a bit iffy.
Then, into my head popped the idea that if I went to sleep that night, I wouldn’t wake up again.
So of course, I couldn’t sleep. Took me ages to drop off. It was a bit shit, really.
Because the logical part of my brain knows that I’m fit, healthy, and was pretty unlikely to expire in my sleep that night. I mean, it was possible, but very unlikely.
But logic doesn’t play any part in most of what any of us do.
Because we are ruled by our feelings. And my feelings were shrieking at me that I shouldn’t sleep, that I’d die if I did, and there was danger.
Particularly because I did drop off to sleep eventually and, of course, I didn’t die. As you can quite clearly see.
But that feeling stuck with me and it’s only just now wearing off.
I see it all the time with business owners, too. Not the fear that they’ll die in their sleep; I mean I see them letting their feelings rule their actions.
As I said, we’re dominated by our feelings. But that doesn’t mean we always have to act solely on them. For example, I’ve shown business owners – clients and training course attendees and readers of daily emails – that many of the ‘mainstream’ ways of marketing simply don’t work. Or don’t work well.
And what they should be trying is what I’m doing and demonstrating and teaching.
They listen, they nod, and then they say something along the lines of, “That sounds really interesting, but it won’t work for my business.”
“Oh? Why not?” I say.
“Well, it just won’t. I don’t think it’ll work for my market,” they reply.
What rot. Because they can’t provide evidence for these feelings of theirs. They haven’t tried it themselves. They just feel like it won’t work for them.
And it might not. (Unlikely, because I’ve never found a business it won’t work for, this way of marketing.) But they won’t know until they try.
If that’s the reason you’ve not read my book yet, because you don’t feel like it’ll work for you, I suggest you stop reading now (there’s plenty of other blogs out there), because I can’t help you. And nor can anyone else. You have to be willing to try some uncomfortable stuff if you want extraordinary results.
If, however, you’re willing to acknowledge your feelings on marketing and then ignore them in favour of empirical evidence: super. You can get a copy of Business For Superheroes here.
Read it, re-read it, make notes, then start trying it for yourself. If your profits don’t increase dramatically when you put it into action (just reading it won’t do anything), I’ll eat my hat. Try something. Give it time to work. And in particular, pay attention to chapters 3 and 4. It’s some of the most valuable stuff you’ll ever read.
Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.
PS Want to know what’s covered in the book? No worries:
- The most important question in the universe, why you need to nail it, and what people really buy from you.
- Marketing is not a dirty word: the power of persuasion, and why most marketing is a waste of time and money.
- How to get more stuff done than you’ve ever dreamed possible – and give yourself more free time.
- The most valuable lesson you’ll ever learn about pricing and positioning (this has transformed my life).
- How to identify your ideal client, and what to do about people who don’t like you.
- How to appeal to your ideal client and sell them more, more often, at higher prices.
- The life-changing importance of product creation – and how you can do it quickly and easily.
- Lead generation: don’t go for the one-night stand, go for the profitable long-term relationship.
- How to not have a shit website (like most of your competitors).
- The wondrous world of email marketing, and how sending regular emails can make you money every single day.
- Why you should automate everything, and how to do it.
- My top 10 tips to help you get started right now.
Get your copy right here, right now.