You’d have to live on the moon to have missed Apple’s long running ad campaign, “I’m a Mac, I’m a PC.” It was textbook psychographic targeting, associating the product with a personality type.

It worked, but why?

Maybe this will help explain:

In a recent study (I’m afraid I no longer have access to the source) it turns our more than half of Mac users live in the big city. Meanwhile, PC people are about 18% more likely to live in the burbs and 21% more likely to live in the countryside.

By a wide margin (50% more), Mac people love to throw parties. Or at least say they do. While about 23% of PC people say they’d rather not.

However, nearly 30% of PC people like to fit in with the group. Not so with Mac people, who tend to crave their own “uniqueness,” generally speaking.

PC people lean more to cake and candy snacks. Mac people? They’re about 7% more likely to go for peanuts and potato chips.

PC people tend to like tuna fish sandwiches more. Mac people supposedly favor bistro-type fries.

If you’re PC, you’re more likely to drink California Chardonnay and Pinot Grigio. If you’re Mac, you’ll crack open a Chianti or Cabernet Sauvignon instead.

Believe it or not, Mac people are more likely to think of themselves as tech-savvy nerds.

PC users are 43% more likely, meanwhile, to feel about as comfortable with computers as they are with learning a foreign language. Or so says the poll.

Who watches more “60 Minutes?” The Mac users. And who watches “20/20?” That would be our friends on the PC.

“Moby Dick” is more a Mac novel. And “Great Expectations” leans more toward the PC.

And on it goes.

©2012 "Learn to Sell or Else...". All Rights Reserved.

I’m sure you know what she’s talking about.

And even if you don’t, let me ask you this: How often do you, you know, do “it?” Maybe once in the morning… and again in the afternoon?

I’ll bet. Or maybe you like to do “it” just before lunch… or just after lunch… or before and after and during? That wouldn’t surprise me either.

And then there’s your coffee break… what else are you going to do while waiting for a pot to brew? Not to mention just before meetings… or during meetings… and as soon as one ends.

Yep, you do “it” all the time. You just can’t stop yourself. Sadly, you’re not alone. Because the rest of us probably do “it” too often too.

Of course, I’m talking about checking your email… your tweets… your texts… and your Facebook alerts.

Not so long ago, it was a non-issue. Now every computer in the world seems to ding all day with new message alerts. And if not the computers, it’s the cell-phones. Or even iPods and iPads, since they connect too.

It’s everywhere.

You can even log in on your way to the bathroom… or IN the bathroom… (please tell me you’re not reading this in a stall).

And how about that quick download before dinner… or during dinner… or just before drifting off to sleep?

How about in the elevator… at a stop light… or in motion. Maybe even over the shoulder of your loved one, during a warm but, let’s be honest, not so time-efficient embrace.

If any six of the scenarios above sound familiar… or if you’ve wondered if a Ziploc bag could protect your iPad in the shower… you might have a problem. And you wouldn’t be alone again, you wouldn’t be alone. Or so says Matt Richtel, a tech-writer for the New York Times.

Maybe this comes to you as no surprise.

This is, after all, the age of high tech multi-tasking. Or is it? Not according to a handful of studies cited in one of Richtel’s recent articles.

And if you’re wondering why you feel busy all the time but you don’t get anything done — this might be the reason why.

In short, our brains just aren’t built for the perpetually “plugged in” lifestyle. It may, in fact, be costing you.

Now hang on there, cupcake.

Yes, I DO realize the irony.

After all, I’m a direct response copywriter. My bread and butter relies on people opening messages, including email. And yes, I also write an e-letter, which is delivered by email and in which this article originally appeared (sign up in the box to the right).

But between you and me, have you noticed your relationship changing at all with your inbox? Mine certainly has.

Case in point, in the beginning days of Compuserve, I could barely get enough. I too was a serial email reader. I must have hit the “get mail” button a dozen times a day, eager for contact.

Not so much anymore.

I now have, for example, 778 emails sitting waiting for an answer. Some are dated from last summer. I want to answer them. I feel compelled to answer them.

But I won’t. I’ve even actively decided not to.

Why?

Like anything, it’s complicated.

I recently heard a radio host sum up at least one part of the problemlike this: each email is a moment on someone else’s agenda. Tell me this, answer me that, find and send me this info.

How true.

And yet, she said, she can’t resist knowing if anything new has come in. So she checks — just for a second — and finds herself lost, an hour or more later.

Sound familiar?

I don’t want that. I can’t afford that. So I stay away. These days, much as I want to, I try not to start checking email until after 4 pm… 3 pm if I’m feeling weak. Because it’s the only way.

How about you?

I ask because I know what it is to be writing, like you’re aspiring to do. And whether it’s novels or sales copy, it’s the same.

You’re either in the zone… or you’re not.

When you’re in it, you know. Because that’s when even a five alarm fire would have a tough time getting you to move from your chair or stop what you’re doing.

I’m sure you “get” the feeling. So, you might still be asking… how did we get so hooked on email and tweets and Facebook and the rest in the first place, especially when the cost to productivity is so obvious?

Say California researchers, the reason you have such a tough time stopping yourself from checking your email or whatever other inputs you’ve got going is simple.

It’s because it delivers dopamine “squirts” to your brain. You get hooked, it turns out, to that series of tiny excitements as one email after another rolls in.

Not unlike the smoker taking his first puff after a long international flight… or a drinker getting a martini after a long day in the salt mines.

It’s a joy to get the jolt, over and over again. And without it, you learn to feel perpetually bored. But it’s a bigger issue now than ever, says Richtel.

Today, we’re hit with three times as much daily media as we were in the 1960s. What’s more, your average computer user visits 40 web pages per day.

Think about that.

We email colleagues at the next desk. We tweet our insights to friends, then meet up with nothing to talk about. We bask in the glow of unending online Facebook reunions, without actually seeing the people we’re “talking” to for years on end.

It’s all got its merits.

Business-wise, it’s been amazing. Many a direct-response company has been saved thanks to new media. Some have learned how to turn it into $100s of millions per year. And I’m happy to be one of the beneficiaries.

But what’s it tell you when even the Pope feels like it’s time to weigh in? Here’s what he told the NYT:

“Entering cyberspace can be a sign of an authentic search for personal encounters with others, provided that attention is paid to avoiding dangers such as enclosing oneself in a sort of parallel existence, or excessive exposure to the virtual world…

“In the search for sharing, for ‘friends’, there is the challenge to be authentic and faithful, and not give in to the illusion of constructing an artificial public profile for oneself.”

(Intrigued? You can check out Papal (no, I didn’t mean to write “Paypal”) proclamations like this one in eight languages, courtesy of the Vatican’s iPhone app. I kid you not.)

But addiction and virtual loneliness are just the beginning of the problem. Even bigger, in my opinion, is the illusion of productivity that goes with all this message fueled effort.

It gives us the illusion, yes, that we’re getting lots done. We are, if the email feeds are to believed, multi-tasking our way through lots of things that demand our attention, all at once.

The document feedback, the afternoon call, the kid’s b-day party… when you bang out a message on each in under a few minutes, you feel like you’re changing the world.

But multi-tasking, says Richtel’s research for his article, is bunk. An illusion. If you think you’re good at it, he suggests, there’s a likelihood you’re kidding yourself.

How so?

First, let me freely admit, I’m not a multi-tasker at all. I never have been. Walk and chew gum? I’m lucky I get through breakfast without falling out of my chair.

Without 100% focus, I can’t work.

That makes me a pain in the you-know-what to be around during the day. I scowl when I type, I’m told. And look up at interruptions like I’m ready to bite.

And I don’t doubt it. Because I now that once I stop, I’ll need another half hour to get rolling again.

I’ve always felt a little bad about that.

But it turns out, according to what Richtel says is “half a century of proof,” many more of us are that way than I ever imagined.

What’s more, you’re probably better off resigning yourself to focusing on one thing than you realize.

Even though, with your email alerts dinging and your cell-phone vibrating, it doesn’t always feel that way.

When you multi-task, says a particular set of scientists from the University of San Diego, it might feel like you’re doing a lot at once.

But what you’re actually doing is switching back and forth between tasks. And most likely, you’re not doing it well.

Think cocktail party and trying to register two conversations simultaneously… think airline pilot tweeting to his girlfriend during a landing… think surgeon calling the deli for a roast-beef on rye, while he’s wrapping up a brain operation.

If we’re paying attention to one process, say the tests, our brains are hard-wired to ignore everything else. Even if only for microseconds at a time.

So what, if we get it done, right?

I know one guy who writes with the TV on, he says. And he’s good. I know others who keep IM and email windows open and cell phones within reach. And they all still earn a good living.

But you have to wonder, how much better would they do without the willing distractions? Maybe a lot better, if these findings are right.

In fact, the research even shows that those that cling their multi-tasking beliefs end up being SLOWER in tests than the single-minded simpletons, who score better at both noticing small details and juggling when forced to balance between different assignments.

I guess what I’m saying is… wait, hang on a sec… I just got an email… this is good… ha… I’ll be right back, I swear…

©2012 "Learn to Sell or Else...". All Rights Reserved.

I’m sure you guys know, I’ve talked about this a few times in my weekly e-letter (see the sign up box on this page).

We even had a full chapter on it, in the book “Great Leads,” which I wrote with copy mentoring great, Michael Masterson.

(I swear to you — it’s *finally* going up on Amazon.com, sometime this week. I’ll get you a link as soon as there’s one available.)

I had a great time doing the interview. Enough that I kept thinking of things I wanted to add, long after finishing the call.

I’d just come across a few great tips, for instance, from a semi-surprising source (though not so surprising when you think about it): Matt Stone and Trey Parker, creators of the cartoon South Park.

Parker and Stone popped in on a freshman writing class at NYU –where yours truly also studied some screenwriting — to talk for a few minutes about how they keep their story ideas compelling.

One secret they offer is… get yourself a deadline. A hard, serious one that drives you. Stone and Parker write an episode per week. “We’ve got a scary deadline every Thursday morning.”

Another tip I’m sure you’ve heard before, which is to put your ideas out there quickly. Don’t wait until they’re fully baked. And when they get out there, make sure you’ve got a roomful of critics who understand they need shaping, rather than critics who will just shoot the idea down.

First ideas are rarely amazing.

And here’s the tip I like best. When you’re writing out a story to sell, to tell, or whatever… look for what writers call the “story beats.”

These are the spots where you plot twists and turns, the angles on which you frame an outline.

Once you have those beats, read through and see if you can put the phrase “and then” between each beat.

If you can… that’s a problem. Every “and then” is a moment where you could lose your reader (or viewer) to some distraction.

Better is writing that turns on the phrases “therefore” or “but.” That is, every moment in the story either forces the next one, creating continuity, or flips away from the last “beat” in a way that creates tension.

In selling, the stories you’re telling are usually short, just long enough to illustrate an idea or sneak in a proof or promise.

But this is a good way to think about your copy throughout, too. That is, is your sales letter just one long string of disconnected sales points? Or does it follow a flow that your reader can’t swim against?

And just when they think they know where you’re headed, are you waking them back up with a rhetorical explosion or “twist” of their expectations?

Something worth thinking about.

©2012 "Learn to Sell or Else...". All Rights Reserved.

And yet, like a plump uncle, the customers sidle up to the table for more. Should we give it to ‘em?

Sure, why not.

Without further ado — and all the microwaved gravy you can stand — please enjoy the second half of our “14 Ways to Thank Your Customers Like You Mean It” article from last week.

(And numbered accordingly…)

8 ) THANK-YOU “COUPONS” FOR THE NEXT PURCHASE – Okay, this one is a little self-serving, you might say. Your customer places and order and what’s his prize? Other than your excellent product, he also gets an offer for the next great deal.

Maybe it’s a half-off future purchases, maybe a break for his friends and family, maybe an invitation to get a free “refill” of some kind or some kind of free servicing agreement.

This, of course, encourages them to come back to you again. But it could also help them feel good — justifiably so — about being loyal to a company that believes in its own product (and why wouldn’t you?)

9) THROW IN FREE SHIPPING - Awhile back, my wife signed up for “Amazon Prime,” the club-like service from Amazon.com that gets you free shipping.

It’s a great deal if you shop a lot online (we do). And it always feels like a “thank you” reward, even though we pay to have that perk.

But even more importantly, guess where she goes first now for most of our online shopping? Testing by other businesses too also show that “free shipping” is a powerful addition to offers.

Even better, try a phrase like, “As my way of saying thank you, I’ll even cover your shipping costs. You’ll pay nothing.”

10) MAKE IT PERSONAL – If you’re open to giving a big discount anyway, why not ‘translate’ the savings into a thoughtful thank you gift?

That is, instead of mentioning the discounted sales price, offer the lower price plus a gift of equal value. Depending on what you’re selling, that could be anything.

A small gift basket with a thank you note, a bag of gourmet coffee, a corkscrew in a fancy case, or something else that matters to your prospect.

If it’s a really big-ticket item or you have a small but big-spendin’ client base, you could make the gift even nicer or more personal.

I recently read a note about a real estate broker who gave a house buyer some fine wine glasses. He says the realtors name comes up — and gets praised — every time he and his wife have friends over for dinner.

(For an even more complete example of this idea at work, see today’s “Second CR” article later in this issue.)

11) THANK THEM PUBLICLY – I don’t know what it is about the human animal, but we do crave our fame.

So why not give weight to a thank you by doing it publicly? Honor loyal customers on your website, honor success stories that feature your product, and just brag generally about your customers like you like them (as you should).

Try posting video interviews of customers on your website, feature them in ads, and just generally be proud like a parent, hanging their proverbial ‘work’ on your public refrigerator.

12) SURVEY WITH CARE – If you’ve read past CR issues, you know I’m not crazy about customer surveys.

They have their uses, for sure. But they’re often as confusing as they are useful, especially when the questions are written poorly.

However, there IS a way to send your customer base a survey that can make them better customers.

How? Simply by making it clear the survey is not about how to make them buy better, but how to give them a better product or service to enjoy.

In short, show you care. And follow up on that display, when you can, by finding the prospects that reply with unsolved problems… and solve them.

13) INVITE THEM OVER – Here’s an interesting way to “thank” loyal customers. Find out who they are and invite some of them over, specifically to celebrate their loyalty. Done right, there’s a good chance they’ll buy from you again. But the pictures you take at the event and post online could help show other prospects what a friendly business you are.

14) GET THEIR BACKS – In times of urgency that relates to your product, like say a financial meltdown or anything else newsy, put together a timely “summit” of your house experts.

Then record what they talk about and give it to customers out of the blue. Make it a surprise, to show you’re looking out for them and anticipating their questions and concerns.

You could tailor this idea for just about any kind of information product and plenty that aren’t.

And one more…

Bonus Idea – GIVE THEM WHAT THEY PAID FOR+ – What business would purposely deliver less than they sold? Sadly, plenty. And that’s partly why new customers are often a tough sell… because they’ve been jaded before.

But what better way to thank your customers for doing business with you… than by insisting on doing business with them at the highest quality level?

It’s the deal we make when offer something to somebody and ask for money in return. Better still if you can over-deliver.

So there you go.

Do these things or even some of them, and you could end up with some seriously grateful customers.

And isn’t that where you want to be?

©2012 "Learn to Sell or Else...". All Rights Reserved.

“So there I was reading my favorite newsletter writer and I come across, ‘For career success: lather, rinse, repeat.’ A cliche!

“Say it ain’t so. You’re beyond trite phrases and careless writing. So please don’t do it again. I can’t stand to be disillusioned.”

In my defense, this was my reply…

“Me, beyond trite phrases? Never!

“I admit that I agree — we need yet another hackneyed piece of writing like we need a hole in the head. There’s nothing worse, after all, than phrases as worn out as an old shoe. As writer and grammarian extraordinaire, William Safire, once said, ‘last, but not least, avoid cliches like the plague.’

“But please, when it comes to the ‘rules’ on using cliches, let’s not throw out the baby with the bathwater, shall we? That is to say, with this knee-jerk critique, I fear you might be barking up the wrong tree.

“After all, while I know it’s never too late to learn something new about writing (better late than never, I always say) the tradition of using cliches in copy is about as old as dirt and not always the refuge of the village idiot, as you make it seem.

“In short, never say never.

“Because sometimes, frankly, a well-worn cliche can actually be just what the doctor ordered, especially when you’re caught between a rock and a hard place at the end of a piece and you want to convey an idea both quickly and maybe with a little irony.

“To put it simply, the point of the article is to look at new challenges with innocence and new ideas, rather than falling back on the tried and true… and shopworn.  With the irony here being, that’s a piece of advice we’ll have to return to over a lifetime of writing, much in the same way a dog returns to his own vomit. It is an  insight that can only come from, well, experience.

“It is what it is.”

To which my reader wisely replied, “Brevity is the soul of wit.” And so it is. Except when it isn’t. But that’s for another time.

©2012 "Learn to Sell or Else...". All Rights Reserved.

Study after study shows it, a good night’s sleep makes for a sharper, more productive mind. And yet, your average worker gets 6 hours and 55 minutes. With half of those saying they were doing work up until an hour before going to bed.

A badge of honor worth wearing?

Hardly. Those hard-working types, it turns out, are hardly working… or at least, hardly working at true capacity. Despite delusions to the contrary.

Scientists have yet to figure out how sleep restores your brain function. But they have no doubt that it does. So ye sleep-deprived, if we get a lot done now… imagine what we could accomplish well-rested.

Maybe because I’ve always been an undisciplined sleeper myself, I’ve both collected and written plenty about sleep and how it fits into a creative life calling.

Rather than try to thread them all together, let me just hit you with a burst of some of what I’ve got on hand…

* Per Popular Science, when you zonk out after just learning something, you’re more likely to wake up with an even stronger memory of what you learned than when you went to bed. Why? REM sleep, when your eyes are darting under your eyelids, somehow reinforces and sorts the information. And non-REM sleep gives your neurons a chance to repair a day’s worth of free-radical damage.

* Per the same article, go jogging. Not only does it lead to deeper sleep at night, which is just as key to whatever the brain does while you sleep, but it also builds brain cells faster. In one 1999 study, lab rats had double the number for new brain cells after running (no, I don’t know how they got the little sneakers on their little rat feet).

* In a 2004 study from the University of Luebeck in Germany, 106 volunteers showed they could do three times better on a simple test than those who had piled up LESS than 8 hours of sleep.

* Think TV helps you get to sleep? Maybe. But it might make your sleep less restful. Studies show television disrupts sleep even if you shut it off hours before your head hits the pillow.

* Go easy on workaholic behavior. Working until 10 pm every night might feel righteous and good, but it’s not only hard on family life, you deny your body time to ‘untighten.” Studies show disrupted sleep for those who work until they drop, no matter how nobly they manage to do so.

* That said, a 15-minute review of key work details is enough to get that “wake with the solution” result so many crave. Be sure to keep that notepad on your nightstand.

* Have trouble sleeping? Try the counter-intuitive. Like exercise in the morning. And loads of sunlight. Plus a short afternoon nap (emphasis on short: 10-15 minutes at lunch time is nothing to feel guilty about).

* Eat a protein breakfast. Yes, zero carbs. No toast. No bagel. Definitely not doughnuts, fruit juice, or anything with sugar. It will buy you an extra few hours. It may even get you through the day. You’ll be even better off if you do the same for lunch. Or skip lunch entirely and take a walk instead. Whatever you do, do NOT eat big in the middle of the day.

* In a real pinch, drink coffee but drink it right. Which means sipping it slowly — cold if you have to — on the hour or half hour. The longer you make the cup last, studies show the longer you can last. Not a substitute for sleep, but a fail-safe when you can’t get any.

* Forget, by the way, trying to make up for a week of not sleeping enough by “sleeping in” on the weekends. North of nine hours or more, it turns out, can make you just as tired and even age you just as fast as too little sleep.

Try this.

For one week, go to bed at 11 pm at the latest. Even if you have “lots to do.” And wake up when you wake, if you can, which should be around 6 am or 7 am. If you need to get up earlier, move the bedtime to 10 pm.

Then come back and tell me how you feel… and how much more productive you are.

©2012 "Learn to Sell or Else...". All Rights Reserved.

I’ve also given a few copy critiques, too. And I’ve discovered that when I’m on the handler side of the red pen, there’s one essential element to making those recommendations more effective: “ego butter.”

Let me back up.

Some years ago, I was part of a conference call with a freelance copywriter. He’d been commissioned for a small job, which was tweaking the lift letter on a much larger, longer control (one I’d written, in fact).

Leading the call was friend and mentor o’ mine, the inimitable Michael Masterson. The letter was, well, weak. Michael took control of the call and made a series of what I thought were brilliant suggestions. We all concurred, except for the freelancer.

After the critique was over, the receiving end of the call went conspicuously silent. “Hello?” we said, thinking he’d slipped on a kumquat or something equally plausible.

“Mail it,” he said. “Mail it and see if it works? Then I’ll revise it.” Clearly, he was peeved. Not, dear reader, the protocol of a copywriter seeking much repeat business.

This guy, no matter how slighted by the review, clearly lost his cool. And with that, he also lost a repeat client. It was really too bad, because I distinctly remember plenty of high-paying work to go around. With some guys, there’s nothing you can do. Their skin is so thin, you could pop it with a tossed marshmallow.

But here’s the thing…

While I despised that copywriter’s behavior, it does occur to me now that, at some level I couldn’t help but sympathize.

See, while not all copywriters are the egoists and temperamental “artistes” like this guy might have been, there are reasons why — if you’re on the critiquing side of a creative exchange — you might want to take the writer’s position into consideration.

First, remember we’re only human. Remember too that good copywriters put a lot of work goes into what they produce. They spend a lot of time with it too.

By the time we’re finished the first draft, we’re connected with the result. In such a way that criticism — even the good kind — can’t help but set one back at least a little bit.

Again, if you’re a great writer and a smart one, you’ll take even the sharpest comments with a smile. But on the flip side, if you really want results from a hired gun copywriter, there’s a step you could take to get much better results. And it won’t cost you a dime.

Very simply, start with the positive. Not excessively so, not insincerely. But clearly and immediately.

Example: “I liked the headline. And oh wow, the typing was nice. And hey, is this scented paper? Nice touch. Now, let’s talk about your lead. I think I see a way to make it even stronger.”

Okay, of course I’m kidding here.

The point is, if the copy is salvageable, there’s something in it you like. Don’t save it for last. Talk about it up front. You can be honest about the stuff you don’t like to. But lower the resistance to your suggestions first.

Is that pandering? Perhaps.

But ask yourself, in any situation alike this, what’s the goal of the critique? Is it your aim only To toughen the writer’s skin… or are you out to get the best possible copy you can get?

The latter, I’d assume.

©2012 "Learn to Sell or Else...". All Rights Reserved.

Strategy was key. So was equipment.

But the real mettle of the moment came from the soldiers staging the invasion.

This included, naturally, pilots who had to navigate a sky thick with German anti-aircraft fire.

Long before the invasion, military strategists knew this would happen. They also knew they needed top-notch fliers.

At first, they tried using intelligence tests to pick candidates. But intelligence alone as an indicator turned out to be useless in determining which pilots would be inventive enough, in a tight situation, not just to save themselves but also to save their airplanes.

Creative cognitive ability, it turned out, was only partly connected with smarts. Around the same time, a psychologist from the University of Southern California identified the crucial difference between convergent and divergent thinking.

Convergent thinking is the kind we’re used to on I.Q. tests and in math and science textbooks. It’s a way to find the single, logical, and usually most orthodox solution to a problem.

Divergent thinking, on the other hand, is more widely cast. It searches many routes, finds many solutions, and then might settle on one or the other depending on what the situation dictates.

The best fighter pilots, not so surprisingly, were those more adept at divergent thinking. When the context required, creative survival tactics prevailed.

So if it’s not IQ that matters, what is it that makes one person a convergent thinker and another person a divergent or more creative thinker?

Another study reported in Scientific American relates the story of a 43-year old art teacher in San Francisco. For most of her life, she had been a painter. She even took a job teaching art later in life.

But suddenly, she could no longer do her job. Lesson plans confused her. She couldn’t grade projects. When she could no longer remember her student’s names, she retired and took her troubles to a neurologist.

He did a brain scan and found dementia damage to her frontal and temporal lobes, mostly on the left side of her brain.

The teacher gradually lost some speech abilities. She also lost some control of herself in social situations, both of which are common with this kind of neuron damage.

But something else happened.

As her inhibitions in public waned, her creative powers grew. Her art grew more prolific, emotional, and expressive.

The neurologist dug deep into research on the disorder and found others who also had new bursts of creativity after the damage had set in, even in some who had never before been artistic or considered themselves “creative” before.

What’s this mean? No, I’m not saying that a little brain damage is something to hope for if you want to up your creativity.

But I’m sure you heard, by now, you’ve heard that there are “right-brained” and “left-brained” people. The idea is that “left-brained” people are the type you’d expect to find at, say, your accounting firm’s Christmas party.

“Right-brained” people, on the other hand, tend to be more artistic and possibly a little eccentric or scattered. Like, say, the bulk of ex-poets and actors working the tables at your local coffee shop.

Like most generalizations, this isn’t quite right.

While many of us have a bias in either creative or rational powers, the fact is that most people have both halves of their brain kicking into gear most of the time.

On the left-side, we’re processing details and performing convergent thinking. On the right side, we’re applying abstract associations between details, the work of divergent thinking.

Stroke patients who lose power on the left side of their brains tend to lose logic and language, but may suddenly become more creative. Patients who suffer right-side damage may be seem creative but also might seem more uninhibited or scattered.

The good news is that both left and right brain can work together to produce a result that’s both logical AND creative.

Take Einstein. Certainly, he had incredible powers of logic and process. He did the math, just as it had been done before he came along. But he also made the leap to creativity, finding new mathematical associations nobody else had recognized before.

Here’s the better news…

While few of us want a touch of neuron damage… and almost none of us, surely, were born an Einstein…

There actually ARE ways you can increase your creative function. And many of them simply have to do with channeling the filtering function of your left-brain.

One very simple way is just to keep reminding yourself to approach most moments in your life with curiosity.

Another is to consistently reset your attitudes toward convention. That is, simply repeat to yourself that the way things have always been done is not necessarily the way the always have to be done.

There there’s what researchers call “detail fermentation.” That’s a fancy way of saying, “do your homework.” It’s also the explanation I typically give when I tell people I don’t believe in “writer’s block.”

That is, when you fill your mind with facts and data and details relevant to the ideas you’re trying to create, the more likely you are to succeed at creating them.

Somehow, satisfying the left brain’s hunger for logic and process first… allows it to relax and let the right brain step in to find the overall creative associations between those details.

Einstein did this while searching for “E=MC2.” For years, he studied not just physics and mathematics, but astronomy and philosophy and other fields too.

So the next time you’re feeling like a failure creatively, before you give up try this tapping into this technique instead: Stop, drop, and study.

Dig into the facts and materials you have to work with. Then, and only then, see if the bigger and better ideas come.

©2012 "Learn to Sell or Else...". All Rights Reserved.

Most often, when the testimonial itself just plain stinks.

For instance…

When it’s emotionally unsatisfying and vague:
“I found your book very useful.”

When it’s too gushy:
“I love your book! It’s the best one I’ve ever read! The exclamation point on my keyboard is stuck!!!”

When it’s too polished or pretentious:
“We delight in your intrepid and yet profitable handling of territory so treacherous as options investing.”

When you’ve used stock photos instead of real ones:
(Rule of thumb: Most of your customers probably do NOT have bleached teeth or airbrushed faces. And most of them do not wear t-shirts that have been pressed and dry-cleaned before the photo shoot either.)

When they’re a legal risk or just plain fake:
“I’ve secretly used this investment newsletter to pick stocks for years. I’d be working at McDonald’s without it.” – Warren Buffet, Omaha.

Or when the customer seems too embarrassed to sign it:
“I like your stuff, really I do. – Anonymous”

We could go on finding many ways testimonials won’t do what you want them to do. But how about how to make sure you get good testimonials and use the properly?

Here’s a truism based on experience:

Good products, first and foremost, are the better your chances of getting good testimonials. But even then, you need to identify the person on the team that’s got enough passion for the product to cull and archive a strong testimonial file. This could be the product manager, but more likely, they’re getting their best stuff from the front lines. That is, from the people who deal most directly with the customers.

Don’t be afraid to ask customer service if you can look at their letters or if they’ve seen something good. Often the good stuff is buried in letters asking support questions.

If the company is going to do surveys, make sure they leave room for open-ended questions at the end. And if they’ve done surveys already, look for ones where you can follow up to get enthusiastic customers to elaborate. A day of phone calls to buyers can pay off with testimonials you’ll use for years.

If the company corresponds via emails or an online customer forum (and who doesn’t these days?), ask if it’s okay to follow up with buyers electronically. Or better, ask the product manager to follow up, since replies to their requests might sound more natural (customers have a tendency to fancy-up their praise when they find out it’s going to go in a sales letter.)

Bottom line: There’s no way to get good testimonials without applying a little elbow-grease and a little creative harvesting.

That said, copywriting legend John Caples had a tip. Try running a testimonial-gathering contest. Caples liked to give customers a chance to fill in the following line:

“Finish this sentence in 25 words or less: I like (name of product) because…”

And in return, he would offer every participant a small prize.

Here’s another great idea, based on an insight from friend Michael Masterson, over at www.earltytorise.com: “Ask them what their life was like before they got your product… what their life is like now… and, specifically, how your product helped them make that change.”

Good ideas, don’t you think?

©2012 "Learn to Sell or Else...". All Rights Reserved.

I’ll give you not just one but seven easy ways to guarantee a quality result, in today’s issue.

And by the way, don’t skip this if you’re the writer instead of the client… because this list could make your job infinitely easier too, simply by showing you what to ask for from anybody who hires you.

But before we jump in…

What to Know Even Before You Pick Up The Phone

First and foremost, one of the BIG reasons some businesses don’t get what they want from copywriters… is because they’re not exactly sure what it is they hope to get, right from the start.

Sure I do, you say.

I want sales.

Isn’t that pretty simple?

Yes. But be careful.

Why?

Because you can boost sales in a number of ways. Some ways are true to your product, some are not.

And a sale that’s followed by a slew of cancellations or refunds is no sale at all.

What’s more, there’s often another subconscious motivator that gets in the way of even the best marketer’s intentions.

And that is, of course, your ego.

How so? If your ego is inflated by selling more of a quality product your customers want, that’s good.

But too often, that’s now how it plays out.

Take, for instance, the jillions blown by “brand” advertisers on things like Superbowl ads.

Are those funny but pointless spots really about selling more product? Or are they more likely self-congratulatory spots set out to appeal to an advertisers sense of importance?

Ads like those let advertisers feel great about themselves, their businesses, and their brand.

They are the echelon of “hip,” the pinnacle of product entries in a pulchritude contest, the bountiful beauty in which those advertisers will bask like buffalo in a basin of… okay, I’m running out of ‘b’ words… but the point is, so-called advertising often does very little to get sales, despite all intentions to the contrary.

Ego that forces a message that offers no substance or promise to your target market is, in a word, a waste.

And finally, you need to be aware that even if you ARE sensibly focused on boosting your bottom line, there are different KINDS of sales you’ll want to make. And different strategies that precede those sales.

For instance, if you’re out to sell a high volume of a low-priced item… to a whole new set of names… that demands one kind of copy. If you’re looking to convert current customers for more sales, that’s something else (almost) entirely.

If you want to raise the price on something you’ve sold before, that’s something else. And if you’re looking to sell something high-end to previously low-end buyers, that’s something different yet again.

“Soft offer” pitches work uniquely… as do time-limited pricing offers… product launches… and even those pitches that create a whole new product category altogether.

Then… you’ve got the pitches that need to combine one or more of the marketing strategies above. And we haven’t even talked about your cost restrictions, list selections, and the rest.

You see what I’m getting at.

Bottom line, and this is important for you to soak up before I take you anywhere else: The MAIN thing you can do to better guarantee you’ll get what you want from the copywriters you hire is to figure out exactly WHAT it is you want to happen, first.

The better you know your strategy in advance, the better you can prep the copywriter before you bring him or her into the equation.

That understood, what comes next?

Now we get into the meat…

Seven Ways To Make Your Writer Write Better

In my experience, on both sides of the copy contract, here are seven easy ways to get more from your writers.

And again, writers, you read these too. Because it can’t hurt to know how good clients think, can it?

Here we go…

1) CHERRY-PICK YOUR WRITER

Let’s face it. Each copywriter, especially a good one, has his niche.

Some work with one kind of product well. Some with others. Some are great at telling stories. Others can work wonders with a track record.

If you’ve been in business any amount of time, you’ll start to know which writers have which talents. And you’ll match them carefully to your products.

Copywriters, there’s a lesson here for us too: Know your strengths and capitalize on them.

Make sure you accept the projects that fit with your talents. Unless you’re up to the challenge, avoid the projects that don’t.

2) HEAP ON THE RESEARCH

The better informed the copywriter, the better — usually — the copy he’ll crank out.

So if you’ve got the material, flaunt it.

You might resent, as I’ve seen some marketers do, the idea of doing footwork for someone you’ve hired to do just that.

But the fact is, even great copywriters will work even better if you arm with material to start the job.

Copywriters, there’s a lesson here too, albeit an obvious one: Writer’s block, fluff-laden copy, empty leads and offers and headlines… they all go away when you throw relevant specificity into your sales pieces.

Insist on asking for as much background material as you can get your hands on, at the very start of the assignment.

3) TALK IT OUT, AT LEAST TWICE

Talk to your copywriter at least twice — in detail — about what you’re hoping for in the first draft.

Talk once at the very start of the assignment and then ask to talk again, just to make sure the writer is on the right track.

And this, with enough lead time to make any changes before he or she turns in the first draft.

Copywriters: Realize that, as much as it’s essential to work alone and to protect undeveloped ideas, it’s also astounding what clarity you can get from a simple half-hour phone call.

If you wait for it to happen, it’s a distraction when it comes. But if you pursue the conversation, you might actually help the marketer clarify in his own mind exactly what he’s looking for.

4) PROVIDE A POINT MAN

I can tell you from personal experience, there’s nothing worse — when you’re working on selling someone’s sales copy — to have to hunt down someone, anyone, who will answer your emails to help you gather the things you need to complete the task.

Give your copywriter a gift up front — a handshake and introduction to a trusted person on the inside who will take calls and emails and attend to them promptly, as if completing the sales copy actually meant something to the organization doing the hiring.

And copywriters, don’t leave the scene of a first meeting without the name of this person.

Any client who can’t provide one, avoid working with more than once. They don’t take their marketing seriously.

5) LEARN HOW TO GIVE FEEDBACK

Patton’s quote at the start of today’s issue notwithstanding, sometimes you’re going to need a lot more in the way of first-draft feedback than, “doesn’t quite work” or “needs more” scribbled in the margins.

When I review copy, I famously almost double the original document length with my suggestions and comments. Nothing gets left to interpretation. Tell them more rather than less.

When something works, tell them that — absolutely. And when it doesn’t, tell them that too.

But tell them why.

If the writer is worth his salt, he’ll have a much better idea of how to make things right.

Copywriters, you need to push for this kind of feedback too. You’re not out to bait for praise or battle critiques. The whole process of review is to delve deeper into what your client wants — needs — from you to get the job done.

6) COME CLEAN ON DEADLINES

It might feel like courtesy to give your creative team lots of breathing room.

But, really, you’re much better off coming clean about your deadlines right up front.

Tell them what you need and when.

Some especially busy copywriters might have to turn you down. But if the time is available to work within those parameters, the pros will appreciate your clarity and efficiency.

Copywriters, this of course applies to us too.

Half of us are in this business because we like the freedom of setting our own schedules.

But to make that work, you have to… well… set them. That means making sure you know up front what’s being asked of you.

Insist on establishing this early in the game.

7) CUT THE FAIREST DEAL

The best businessmen I know don’t mess around trying to gain an upper hand. Nor do they give away the store.

They focus instead on the middle ground, making sure both sides benefit when a strategy pans out.

Between client and copywriter, that often means a royalty on sales. The better a piece performs, the more you both make.

Sure, some of the best copywriters do flat-fee only. But those fees are high… along with the quality of the copy they’ve earned a reputation for producing.

Copywriters, heed this: You’ll generally do your best work if your biggest payoff is performance-based.

—

Client or copywriter, I hope all that came in handy!

©2012 "Learn to Sell or Else...". All Rights Reserved.