How to be great (The Story Of Telling)

Dr Dre and Jimmy Iovine don’t make great headphones because they know the most about headphones. They make great headphones because they understand how music should sound and more importantly, they know that people want to feel, not just hear when they listen to it.

“The right song at the right time will give you a chill. Make you pull someone close. Nod your head. Sing in the mirror. Roll down the car window and crank the volume to the right.”
—Ian Rogers, CEO Beats Music

Our best ideas and innovations are not born from simply wanting to make them great.
We make them great by understanding who they are for and why they should matter.

Understanding what makes people tick and why is far more valuable than we think.


How To Be Great | From The Story of Telling


Sky high your click through rates with these quick and easy tips


Quick post here for you.

…its a kind of checklist to help make sure your copy is getting the most possible clicks.

Each of these tips are extremely effective. So put them to good use in your emails, sales letters and general copy.



To it!

If the reader doesn’t click the links in the email you can’t sell them anything.

But most people are bombarded with email daily, which results in them just scan reading the copy.


  • Keep your email short and sweet
  • Design them so the more important elements stand out
  • Use bold text for benefits and power words
  • Use 1 or 2 sentence paragraphs
  • Use special characters to separate important text from the rest
  • Use extra white space for important text from the rest (and call to action links)
  • Front end load your sentences with benefits and power phrase

And I’m guessing you really want them to click that link,to share that post or to take some form of action.

So try..

  • Using strong calls to action in your emails – but don’t use too many! ideally just one.
  • Putting the benefits in the text of the link
  • Including the same link twice (once near the top of the copy and once at the bottom)
  • Using first person in your anchor text e.g – “give me the ebook”
  • injecting scarcity – an offer isn’t an offer without a deadline.

Clickety click!

Hope you give at least a couple of these a try!

They may be very simple, (and easy to apply)  but its the exact techniques the pros are using.

The above help increase click through rates and make your copy look incredibly enticing to read.

So all the best,


3, 2, 1 …


So have you heard the marketing goo roos say this lately? – Your website has 3 seconds to get the customers attention. 

Thats 3 measly seconds.  To get them interested. To get them to engage with your content. 

Otherwise they are gone. Gone to look at the billion other things there are to do on the internet. Like watching this hilarious basset hound clown car video. Adorable!

So in these 3 seconds your website should answer 3 questions for the visitor.

They are;

  1. What is it?                                             What exactly is your business? Can it be summed up in a sentence or logo?
  2. Who is it about?                                   Is it just a profile about yourself or is aimed at how your business can help the customer?
  3. What do I get?                                      If theres nothing of value offered for the customer, then whats the point of them staying?

When your homepage answers these 3 crucial questions it gives the visitor reason to be on your website – reasons to stay.

Which was the last site you visited where you found yourself instantly interested, instantly hooked shortly after arriving. Where you immediately knew what the website was all about and rushed to enter your email and opt in? Study it, and see how they achieved this.

Start with the results your customer wants and what they get from you and then put this at the front of your marketing. 

Perfect this – and then after 3 → 2 → 1 you wont lose vistors to hilarious dog videos. You may have a new subscriber, a new fan, a new customer.

3 Silly things that make subject lines scream “you should really open this email!”

1) The use of digits – “Because digits stop wandering eyes.” So how many times have you seen subject lines with things like;

“7 ways to boost your brain power”

“3 steps to a great night sleep”

“10 facts about sunflower seeds..”

Countless times I imagine.

Thats because numbers often represent facts – us humans LOVE facts.

Digits also catch the eye. So for anyone scan reading your email subject line, using a number can stop them and encourage them to read on.

If anything, this technique is overused. I know I know I used one in the title of this post… but its hugely effective so it will continue to be used. And used….and used.

2)Create curiosity – In a world where we are bombarded with email, its a must that you give your recipient a reason to open your email. Make it stand out. Make sure it doesn’t just become another SWIPE – DELETE.

One way to avoid the pit of rejected emails folder is to give them a reason to open your email in the first place. Something that will make them go “hmmmm..”

You can do this by ;

– Simply telling your reader whats inside your email – and why they need to read it.

– Pulling an interesting quote or message from the content of the email and using that as the subject line. The best example I’ve seen of that today was from the “email goo roos” Ben Settle – In an email where he his promoting his latest podcast, he crafted the subject line “My goal was to give him a heart attack” Now I just had to open that sucker up and find out what the heck he was on about.  Of course the quote was related to his podcast – so I then went on to listen to that. Curiosity is a powerful psychological trigger.

A popular technique lately to really fire up the curiosity within the reader is to give them an added incentive to read on. For example – “My house seems so boring after seeing these 33 awesome things, I want them all, especially number 5”

That last little bit – “I want them all, especially number 5” …How can you not wonder what number 5 is now if its the most awesome of the 33 awesome things? When used in the right place, an extra little incentive can be very effective.

3) No capitalisation. This being the silliest of all the silly things that make subject lines scream “you should really open this email” is something I have only just started to notice.

When we receive an email where each word starts with a lower case letter – it gives the message a much friendlier and less “corporate” look.

My theory?

We get so much email from large retailers and online stores (most who don’t have a clue about effective email marketing) whose emails are written in such a professional manner – just like they are writing to a large crowd of faceless people instead of like they are speaking to a friend (how they should be written)

They will use proper English, no slang, no personality, no human touch.

Each Word In The Subject Line Will Be Written Like This.

So when we receive a message without this “professional business- corporate like look”  its refreshing.

It reminds us of email exchanges between our close friends.

If you have ever signed up to the world wide successful online marketer Brendon Burchard you would see that nearly all of his subject lines are like that. No capitalisation. Just an enticing sentence, written like it was only sent to you.


Bonus tip – There really are no rules. There will alwyas be diffrent trends – the latest thing that works. So experiment. Be a rebel and try something new. Dare to be different!




Robin Sharma’s 8 steps to Elite Performance

Email email eeeeeeeeeeemail! Sure have been getting alot of email lately.

Its normal for this time of year - what with so many online courses from all sort of gurus and experts now enrolling for their premium teachings.

You know how it works - they send you Content. Content. Content . Offer/Sale.

And thats great because its highly effective and generous of them. 'Cuz into todays economy "to sell the house, you have give away the back garden for free! "I cant remember where I heard that but I thought it just sums up the latest selling strategy by entrepreneurs and even big brand companies perfectly.

So with all the amazing valuable (free and premium) content available to us at this time of year, one person I think you should definitely be taking notice of is Robin Sharma. He just finished up his "content.content.content.Offer/sale marketing strategy. And to finish up and really get the prospect motivated he gave away 26 + minute video titled "The First Day Of Your Best Life."

Here he describes 8 ways of living a ridiculously successful life! This video is pure gold and I cant believe he gave it away for free and it is STILL available to watch online - for how much longer though I do not know?

So watch it whilst its still up because it really is a masterpiece. You can just sense the amount of time and effort he put into it to make it as valuable and inspiring as possible! Heres the link -

Oh and if you have not got half hour spare to watch the video - I have shared my notes below. I hope they help!

8 Steps To Elite Performance
1) Develop your reality distortion field - GO BIG! Sell yourself on your vision and your goals for the next 12 months. 2) Find your Sistine chapel -the secret of passion is purpose - once you know your mighty why - the "how's" just begin to show up 3) Leave the echo chamber - leaving the echo chamber means you stop being an echo of the beliefs and the lives of the people around you - that you have the bravery to cut free from the herd, and start thinking for yourself versus buying into the definitions of success and achievement that society has sold you, as the way to happiness and a life of meaning. To have the results very few have, you must begin to live as very few do 4) Join the generosity economy -become a giver, not a taker. Our lives come alive when we give. 5) Walk with giants - we become our associates - if you're the most intelligent person you know, then it's time to know new people. Start spending time with people whose lives you want to be living 6) Protect great days - if you commit to achieving 5 little goals each day for 30 days that = 150 little wins within a month - 1850 little goals in a year! So protect great days by foregoing about doing grand acts of achievement, and, instead among each of your 24 hour gifts a splendid symphony of super-tiny successes - your days are your life in miniature 7) Get smarter by getting fitter - real wealth is health. Making a commitment to getting into the fittest condition you've ever been in is a complete game - changer. Exercising every morning releases BDNF - brain-derived neurotrophic factor. You will have more drive, grip, energy and intelligence 8) Become a serious investor in you inc - make a serious commitment to investing in your personal growth. The fastest way to double your income is to triple your investment in learning and self improvement


The Number 1 mistake businesses make when using social media


When you get a good idea. The type you know will get your audience talking. You plan it. You write it. You perfect it.

Its finally ready to unleash like a marketing fireball.

You hit post. You hit publish. You hit send. BOOM!

“Surely putting my best content on all the social media platforms I on will get it out there to the masses…right?”

You would think so. But unfortunately no. Putting all your content on every social site you can think of just isn’t as effective as we would all like to think. (sad face)

The fact is that by using this technique – all it does is cause your content to get lost in the already heavy populated world of social media.


To succeed in your chosen platform(s) you must blend in. That is to say – use the popular style/trends of that site.

Can you imagine seeing a piece of well written sales copy on a tumblr blog? (That thought makes me cringe!) The copy would just get lost. It isn’t what you see on tumblr and is not what tumblr is widely used for. Readers will instantly scroll past it (or give it a quick look of disgust) and then carry on their internetting…

So here are 2 easy to use guidelines for fast-track social success!

1. Spot the popular trends on your chosen site – How were they executed? 

2. Think of creative ways to get your message across using these styles/trends.

…Pretty darn simple right?

So lets say you were ready to promote your latest video series.

Instead of throwing your content out into the world (and hoping something would stick?) You could first, post a preview of your series on Youtube (that ones pretty obvious)

Then create a GIF of some of your footage on tumblr.

Next, you could create a Vine using some of the “behind the scenes” clips you have.

Then you could hold a Q & A about your new content and product on twitter.

And of course you can go on and on and on…but I would recommend focusing on just a few social sites – especially for newbies – maybe even like 1 or 2. Its better to have a real impact in a couple, then just barely scratching the surface of many!

So try this approach – It may take a little more time and a little more creativity – but it will stop your content getting lost and going unnoticed.


You are invited to the exclusive, one time only, limited look at the …..scarcity-principle ?


“We believe we are the consumers, but we are the consumed.” — Bryant H. McGill

We love exclusiveness.

Anything that is “Invite only,” “One day only” “Members only” “one and only” sure does get us intrigued. 

It could be having the social status of being able to say to our friends “Oh sorry you have to be a member” makes ourselves feel special, it makes ourselves feel …..exclusive. 

This is why loyalty schemes work so well. You are given rewards for your loyalty and for choosing to be a member of that companies scheme. Only you are introduced to offers that are not advertised the wider public. Better snap up the exclusive bargain!

Not only is the dating website exclusively tailored for good looking individuals, but when it was first launched you could only gain access by being invited by an existing member. (i.e someone who thinks you are good looking) As vein and shallow as the website sounds it makes you wonder who are these people on this glorious website, how can I gain access? I want to look at single beautiful women too! Exclusiveness creates curiosity. (Google+ also started out as “invite only” but I decided to use the dating website example purely for the uniqueness of it)

This ties nicely in to the scarcity-principle.

How many times have you been looking at a product in store pondering wether or not to buy it, you approach a sales assistant for a little more information, its not long until you are told that this particular item you are indecisive about buying is the in fact the last one. After this one is sold he is unsure whether the store will ever get anymore back in.

Thats it. Fear kicks in. You don’t want to risk never being able to own the product. You buy it!

The same technique is used enormously by estate agents. Whilst being shown around a property and you display some interest, but a equal amount of uncertainty in the house/flat, its very likely you will be fed an all too popular story of “thers another couple showing great interest in this same property and seemed very keen to buy, infact they were looking to move in as soon as next week.” The is done;

  1. to create a sense of urgency so that you make a decision
  2. to make you want it more by there being a chance of you NOT being able to have it.

Quite simply a lot of us a lot of the time are 3 year old toddlers again – We want what we cant have.

Limited availability. Limited stock. Limited time. All of these push us into buying, even when we don’t really want to buy. 

Amongst other persuasion techniques and influence tactics, the scarcity-principle is one of the most effective and widely used by businesses.

I have many others to show you, so stick around, this blog wont be around forever 😉


Why you can charge big bucks for something that is “convenient”

Convenience Is King.

You don’t have to be following any business/marketing blogs for very long to read statements like;

“Content is king” … OR

“You got it all wrong, Email is still and always will be king”…OR

“No no dumb-dumb, social media is the king”

Can I just put this out here? The factor that holds all of these together. The reason why your latest video gets watched, your email gets opened your ebook gets downloaded is because of the convenience.

Convenience. Convenience for the customer. The ease of reading email straight from our iphones wherever we are. Checking out the latest posts from our favourite blogs whilst in awkward lunchtime encounters at work.

In Derek Halpern’s latest video he explains how people are willing to pay top dollar for convenience.

  • Uber lets you book a taxi at the click of a button (the cost is practically double)
  •  Pre cut fruit cost 2 to 5 x more money than whole in tact fruit – it eliminates the need to cut it yourself so they charge that extra $.
  • Next day delivery sure is handy. Those of us that hate waiting, we are happy enough to pay the more than doubled charge than standard delivery cost.

So it is quite clear how leveraging the convenience factor can help increase profits in your business.

How can you create convenience for your customer? It maybe something as simple as creating a ebook which answers every possible fear and question they could have when using your product. Or it could be a more elaborate service like offering 24 hour live chat support….Who knows?

All you have to do is create an option where you do 100% of the work for them, where you make it so ridiculously easy, so damn convenient that they will wonder why you aren’t charging an even higher price! Convenience is king…