Dig a well? I’m not a well digger!!WIT

I’ve gotten a ton of emails the last few days asking where I’ve been the last coupla months.

Well, I guess not a ton, since emails are technically electrons and it would take a seemingly infinite number of electrons to weight a ton…so I don’t really mean a ton but a whole lot of them.

Well, honestly I’ve been very busy…you folks very wonderfully responsive when I started taking on clients again at the beginning of the year, and at the same time I landed some large contract jobs with significant financial publishers.

So I did what everyone does, which is a stone cold rookie mistake…I had a ton of busness so I stopped marketing.

I know, I know…D-U-M-B!

It was dumb, and I know it was dumb, and know it was dumb, and everyday I didn’t contact you I told myself I was being dumb, and I still was “too busy” to make sure I continued to dig the well before I needed water.

I know some business owners who don’t think thy’re in the well digging business….I can assure you we all are!!! And if you don’t dig BEFORE you’re thirsty, you might be able to dig when you are.

So why am I starting again? Am I thirsty? Do I need water all of a sudden?

No, not yet, but I havenoticed some of my influx of new business slowing.

Luckily, I was aware enough of my mistake that when I noticed my current reserve of business dwindle I started digging, well before crisis time.

Unfortunately, I see far too many business owners make this mistake and them drink every drop of water they have before they start digging again.

It’s easy to do…I council against it in businesses and therefore I should know better, but I still made the mistake.

Imagine how easy it is for someone who’s business isn’t to teach this stuff!

And recovery from the mistake can destroy the business, or keep you in a cycle of constant catch up which never allows you to really sp[read your wings and fly to the clouds.

The comfort of some money in the bank and lots of business rolling in today has been the sirens song for a business owner.

So if things are going well right now for you, and business is in an upswing, good! Grab a shovela nd spend and hour or two a day digging another well.

If things are slow, start digging FAST!! Right now!!

And don’t stop until you have several wells all producing water.

I remembered before I hit the wall…let’s make sure you don’t hit the wall either!

Until tomorrow!
Everte Farnell

PS. Make sure to shoot over to Click Here and like my brand new Facebook page for some exclusive content and some substantial interaction!

Your Long Lost Marketing Guru!WIT

How’s things been going? Well here. I apologize it’s been so long since I said hi, seems like I’m here today and gone tomorrow sometimes.

I sincerely hope things have been going well for you!

I was thinking yesterday about something that happened to me about 13 years ago…right around the time I was divorcing my first wife (the, thankfully, former Mrs. Farnell) and before I met my current wife, the love of my life.

I had a friend named Michael. Michael and I were about the same age and spent a lot of time running around in bars, etc before we were married.
We got married about the same time, and the, thankfully, former Mrs. Farnell became close friends with Mike and his wife. So much so that we spent New Years Eve of 2000, you remember Y2K, at their house.

A few months later the, thankfully, former Mrs. Farnell and I were going our separate ways, and I dropped off the face of the Earth with virtually everyone I knew, including Mike

He tried to call me, left me messages, emailed me, even sent me a letter via snail mail. I was too much in a funk to respond. His life was wonderful and mine was falling apart…I wasn’t jealous, I just didn’t want to bring him down.

Once I shook off my funk, I was, honestly, too embarrassed to call Mike. He had been a good friend and I treated him like a leper. He didn’t deserve it, clearly. I was just too broken at the time to stay in touch.

Years later, I ran into Mike at a restaurant. It was good to see him. We were past being close friends but I had a chance to apologize and explain. He understood, and there were no hard feelings.

By that time our lives were too divergent for us to remain close friends…I was single and trying to build a business, he was married and established in his life. We talked a few more times on the phone, but it was clear we were just in different places.

The important thing to note is, if we weren’t in such dramatically different places in our lives, we’d have been just as good of friends when we ran into each other in that restaurant as we before I disappeared. He understood and there truly were no hard feelings.

Same thing happens in marketing. Sometimes you get busy, side tracked and you don’t stay in touch with your people as often as you should…(my face is a little red right now!)

I find folks understand, and if you reach out, they’ll be there to hear.

Thanks for giving me a minute and don’t forget, there’s a customer or prospect you haven’t talked to in a while, so pick up the phone or send an email right now!

Talk to you soon!
Everte Farnell
The Copywriter in a Kilt!

Proud Daddy!WIT

The other day my oldest daughter Morgan and I were talking about her schooling (she's 10 and, like her siblings, home schooled).  At 10 I thought it was about time to start giving her some real life experience regarding business.  She's read a lot of the classic self help books, like "How to Win Friends and Influence People," and she naturally just absorbed the lessons they teach.

Once, after reading a sales book, she used a stone cold close, right out of the book, on my wife.  When I heard it I laughed and showed her where it was in the book.  Morgan was stunned, she had done it unconsciously.  Like I said, at her stage of development she just absorbs the information.

I knew she wanted to write, she's started her first fiction book.  It's good for her age and experience, but like most beginning writers she has a way to go.  That's OK though, journey of a thousand miles and all that.

So we were talking about what she wanted to start studying in regards to real life business lessons and her answer was direct response copywriting.  Not in a straight forward way, more like, "I want to do what you do when people pay you to develop marketing stuff for them."

I don't have to tell you, proud was an understatement when I heard it.  I was grinning from ear to ear!

And, of course, I agreed to mentor her.  She started off by copying Dan Kennedy's "Gorgio Letters."  100 times each, she's still working on it.  

She doesn't like it, but as my friend Matt Furey told me the Chinese say, Eat Bitter then Taste Sweet...or something like that.  I captured the essence if not the exact wording. (MattFurey.com)

By the time she's 20 she'll be able to write copy on par with the greats in the industry, and best of all it'll all be subconscious.  Very little conscious effort on her part to write direct response copy that'll draw like Dali on speed!

Imagine how your life woulda been different if you had a top flight copywriter personally mentor you fom the time you were 10.  What would be different today?  

I can tell you, my life would be dramatically different!  I'm sure yours would be as well.

Well we can't go back, HOWEVER I will be re-releasing my copywriting course, and it can change things going forward.  Make sure you're on the look out, because I plan to load up the bonus' and make a VERY special offer for the re-release.  

So like I said, keep your eyes peeled!

To your success!
Everte Farnell