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

The Only 3 Ways to Improve SalesWIT

Several years ago, on a Saturday night, Rach and the babies were at her sisters and I was having a George Thorogood night...that is I was drinking alone!

About 2 and half scotches into the night I decided I needed to look at some marketing/business building videos I've had sitting on my shelf for a while...Yeah I know, I was drinking alone and the best idea I could come up with was to watch marketing videos.  I'm not sure if I'm a marketing geek or not...but I think so.

So anyway, I tossed this video in of Jay Abraham, a guy who I had never seen up to that point BUT who I have made a habit of studying from that point on.

The just of his 2 hour speech...Jay can be a bit verbose but he's very knowledgeable... was that there are only 3 ways to increase sales.

Even half in the bag I knew what I was listening to was profound!

Don't be fooled because of the simplicity, the fact is what I'm about to share with you changed my business life, and has allowed me to build businesses with lightening speed, namely starting a company in October of 2008 and writing a mill-yun (spam filter alert) bucks in business in just 16 months, and bought another company and 10X the sales in just 2 years.  

So don't think because what I'm sharing is simple that it's not extremely powerful....what I'm about to tell you is incredibly powerful.

So the 3 ways to build a business,

Increase new customers,
Increase customer value, and
Increase customer frequency

That's it, but the exciting stuff happens when you increase new lead flow just a little, then increase customer value just a little, and finally increase frequency just a little.  

The increases become exponential, and sales grow lightening fast.

Specific example are beyond the scope of this email, but sit down with a calculator and play with some numbers...you'll be floored, I promise!

Here's to you success!
Everte