This writing tip actually has science in it.  Regardless of whether I had science to back me up, I’d still tell you not to do what I consider…

The Most Annoying Thing A Writer Can Do!

What is it?

WRITING IN ALL CAPS

It has it’s purpose.  In fact, the way I just used it was great.  But notice that sentence is short and sweet (and easy to read).  Sometimes the writer goes too far and capitalizes an entire sentence… or worse… the paragraph.

Never do this:

YOU’LL NOTICE WHEN YOU READ A SENTENCE OR PARAGRAPH WRITTEN IN ALL CAPITAL LETTERS, THAT AFTER A WHILE, IT CAN GET VERY HARD TO READ THAT SENTENCE.  AS THE SENTENCES START RUNNING TOGETHER AND THE PARAGRAPH IS FORMED, IT GETS VERY DIFFICULT TO KEEP YOUR EYES ON THE RIGHT SPOT AND STAY FOCUSED.  THIS TACTIC CAN ABSOLUTELY KILL YOUR ADVERTISEMENT.  I THINK THIS IS EVEN A TACTIC THAT COMPANIES USE WHEN THEY DON’T WANT YOU TO READ SOMETHING… DOESN’T THIS LOOK LIKE A TERMS OF SERVICE AGREEMENT OR SOMETHING?  I THINK SO.

Whew… give your eyes a second to relax… let’s get back to business the normal way!

On the other hand, you can use a word or phrase in all caps.  Look at this example from a previous project:

PLUS: The Facebook-Twitter Strategy – a stealthy way to combine the profit power of fan pages with easy traffic from Twitter.  (Get people to recommend their own products using YOUR affiliate link!) Seriously: You’ll think Video 4 was smuggled out the Army Special Forces training camp.

In this case, I capitalzed the entire word YOUR because I want to slow the reader down and emphasize other people will promote THEIR affiliate link.  See… did it again.

Our language, the English language, is very flexible and pliable by nature.  Simply by changing the emphasis of a word, you change the meaning of a sentence.

Watch…

Let’s take the sentence, “Mary gave the money to Justin.”

I could say it like this, “MARY gave the money to Justin,” emphasizing it was Mary, not Roger, Mike, or Tom Cruise… Mary gave me the money.

I could say it like this, “Mary GAVE the money to Justin,” she didn’t loan it to him, she gave it to him.

I could say it like this, “Mary gave the MONEY to Justin,” but it was ROGER who gave Justin the baseball tickets.

And last, I could say it like this, “Mary gave the money to JUSTIN,” she didn’t give it to Roger.

Good emphasis in the right place gives you more power as a writer to communicate with a reader you can’t see, hear, or speak to.

As I reflect back on my life, it’s hard to believe I love reading and writing.  I used to hate both and I’d imagine you either felt the same way once upon a time, or you still do.  Let me tell you, the ability to write well and sell well can make you a ton of money and it can also make the people around you a ton of money.

One thing’s for sure. If you want to write better, you need to practice.

I’m often asked for advice on writting well and it’s kinda silly.

If you want to ride a bicycle better, practice riding the bicycle.

If you want to swim better, practice swimming.

And you know what I’m about to say, right?

If you want to write better, practice writing.  You’ve got to write.  Put pen to paper, finger to keyboard, and write.

For fun, let’s see how you write.  Don’t be bashful.

Tell me in story form what you had for breakfast or lunch today… create a story around it.  It can be as long or short as you’d like.

Don’t be a wuss.

Can’t wait to read it.

When I was younger I figured you could study any one aspect of business and do well.  In a way, that’s true.  But in a much larger way, the greatest aspect of business you could ever study is sales (and marketing owns sales).

To many, marketing is what they see on television:  Stupid ass commercials that are trying to do one thing (make you laugh, make you lust) when they should be doing something much more logical (sell you something).

What is truly horrifying is entrepreneurs and small business owners look to this advertising as the key to the corporation’s success.  “If they do it… that must be what works.” I’m telling you, they’re succeeding in spite of those ghastly do-nothing advertisements.

The general consensus is…

there’s more ignorance in the field of marketing than in any other profession!

I believe that.

From my experience even successful business owners are successful in spite of the many stupid beliefs they hold about sales and marketing.  I’ve notice many have no idea what they’re doing, but they have a great product that almost sells itself.  Because of the sales generated from the great product, they assume the success is from something they’re doing (but that’s just an illusion created in their own mind).

And be careful who you listen to and take advice from.  I’ve heard all kinds of things…

Here’s one of my favorites, “I’ve spoken with some friends of mine, smart people, who think the price is way too high.”

Right.

I understand that you’re so focused on your business and personal life, you may not have time to study and learn all you possibly can about marketing and influence.

So here’s what I need you to do.

In a moment when I say “Go”, I want you to close your eyes and imagine that you’re sitting in front of my desk and you can only ask me one question.  That’s it.  Just one.  Pretend the business issue you’re having right now is magnified by a factor of ten and if you don’t solve it, you fail.  Your business is history, yesterday’s news.

So magnify the intensity of the problems you’re having and come up with one question, no matter how long, and type it into the Comment box below.  I’m going to pick the best of these questions and start making videos of yours truly answering them one by one.

Do this.

Are you making as much money as you want?

If the answer’s No, you have no excuse to not ask a question.

Ask me.

Stop reading and ask me below.

Go.

Casa Fuente is a charming cigar bar tucked away inside Caesar’s Palace in Las Vegas. I paid a visit this past week with two other business geniuses…James Jones and Tim “Head-Cracker” Castleman.

I’ve coveted cigar smoking ever since watching The Sopranos and Boston Legal. I’m just a thug like that.

Tim bought us a bold Casa Fuente cigar and a delicious mojito made with twelve year old Montecristo rum. Green mint leaves and bunches of tiny lime wedges were crushed up in the ice and mixed with the rum, a simple sugar syrup, and sparking club soda. It was the best cocktail I’ve ever had.

The quality of the drink was only surpassed by the quality of our waitress, a gorgeous Ukrainian who had a chest with what appeared to be two beautifully tanned melons resting below her neck  (Hey…it was Vegas).

If you ever find yourself in Sin City, stop at Casa Fuente.

When Tim gave James and I that experience, he sealed the deal on one thing:  He, nor his kindness, would be forgotten. The experience of sitting in that smoky little cigar bar discussing business and ways we’d all go on to make more money is one I won’t soon forget. There’s great value in delivering experiences to people, especially your customers.

How would you answer the question, “What business are you in?”

Most people would start talking about their product or service or…who knows. Your answer to this question is probably wrong. Let me tell you:

You’re in the relationship business.

Your number-one job is to turn your customers into customers-for-life.

You want them eager to receive and open your mail…and the only way I know this can be done is strategically placing personality in your copy. You can leverage your life and personality to develop a relationship with customers that not only creates a strong connection, but keeps that customer buying from you again and again.

Why do they keep coming back?

Because they feel like they know you and like you. That’s the only reasons they need.

Think of your favorite series of books or tv shows…what kept you coming back, taking time out of your busy life to catch up on what that crazy character would do next? (Just that…eh?) “What will he do next?” That concept carries weight because you can generate this feeling in your business if you…

Leverage Your Personality And Tell Your Story.

One great tactic is to create a membership aspect to your business, particularly, one that allows members to ascend through the group, getting ever so closer to you, the exalted leader.

Your business must center around you, the core character. This character will be developed over time (and let me tell you, this character doesn’t have to be the “real” you). Many famous personalities are totally different when they’re not working – that’s normal and fine.

It’s important that you aren’t boring. The arch enemy of making money is being boring. If you’re so damn boring people fall asleep when you start talking, I’d suggest paying a good-looking model to walk around with you. Don’t be boring.

All great characters have a legend.

What’s yours? This is the story or stories you need to tell. Create your parables that convey your core message and ideas and what you stand for. Oh, that triggered another thought. Stand for something! Don’t be one of the sissy-boy wussies that can’t take a stand. Grow a pair. The “against” position is dynamic and attractive and you should use it when it makes sense to.

Another covert influence tactic is to create an insider language.

Think about it like this: The prospect likes you and is growing more and more towards wanting to do business with you. By using insider language, you create a sense of brotherhood and relationship because now the customer’s in “the know.” The military does it, individual companies do it, and friends to it. Do you and your spouse have a secret name for sex? Think of the bond this creates between people without ever mentioning that your intention is to create a bond.

Sneaky shit ain’t it?…

Of course, you’ll also need to fill your church with people willing to testify. But…(and this is another good part)…by aiming to create relationships and then forge a strong bond, customers will automatically testify to others on your behalf. By telling your short stories, parables, and legends, you give them ammunition to go into the world with. You are, in essence, doing nothing more than telling them exactly what to say. Does that make sense? By feeding people stories, you give them stories to tell.

That’s word of mouth on steroids.

Disclose flaws. Don’t act perfect – people don’t like that. Openly admit to your flaws, admit you got married way too young and got your first divorce by 22 years old…admit you were only $4,329 from filing for bankruptcy…admit alcohol used to control your life. No one on this Earth is without flaws, including you. When we unintentionally present ourselves as too perfect (and the same is true for the offer), the Scam Alert goes off in the listener’s mind. Or at least, “There’s something he’s not telling me.”

When you write to customers, write like you speak. Don’t try to sound like a college professor, a scientist, or a marketer. You can’t be everything to everyone. Rejoice when some people don’t like you – this has a polarizing effect that pulls those that already like you even closer and manufactures a stronger bond. If you try to appease folks that don’t like you, you’re spending time on people that will never buy anything from you anyways.

Screw them.

You know the drill, questions and comments can be left below.

Thanks,

Justin Quick

Surely you’ve heard a story like this…..

A man who has suffered with leg pain for ten years can be handed a pill by someone he thinks is a doctor – a doctor who tells him, “The pill in your hand has been shown to be 95.36% effective at reducing pain for patients similar to your age and size.” The doctor’s spiel continues enough to convince the patient he has a proven medical cure in his grasp.

He really believes the pill will end his pain.

And to the complete discredit of any good science or any good logic, the man’s leg pain stops…even though the magical pill he took was made entirely of sugar.

It’s called a placebo effect.  The patient’s body hurts less for no reason besides he was expecting the pain to subside – so it did.

By the time you finish reading this, you’ll be fully aware of price’s placebo effect.

Here’s the formula:  Expensive = Better

A scientific study revealed something quite amazing: A group of bodybuilders were split into two groups and separated.  Both were given the EXACT same energy drink before being told to exercise.  Group 1 was told their energy drink was purchased after a discount.  Group 2 was told their energy drink was purchased at full price.

Result: Group 2 reported a better, more effective workout than Group 1.

Interesting.

Then a group of students, split into two groups, were told to complete word puzzles.  Again, both groups were given the same drink but Group 1 was told their drink was purchased with a discount and Group 2 was told their drink was purchased at full price.

Result: Group 2 was more effective at solving puzzles than Group 1.

That’s an amazing placebo, wouldn’t you say?

The perception of having a more expensive, i.e. better quality drink, forced the consumer to have a better experience with the product.  The mind had predetermined expectations: the more expensive product gave more satisfaction.

The last thing I want you to know about this study is that the scientists argue the process happens on an unconscious level.  The consumer doesn’t understand their subconscious is forcing better experiences with higher priced products.

Haven’t you ever heard…

“You Get What You Pay For”

It’s important to have beliefs like this because we live in a world that’s rapidly growing and changing.  Everyone’s “To Do” list has grown over the years and life is more stressful than ever.  Seems like there’s always something to do, something that needs cleaning, fixing, someone who needs this or that…it goes on and on.

At any moment, a thousand different things could happen.  Your cell phone might ring.  You’ve got to finish that report by Tuesday.  Wash the car.  Pick the kids up from school.

We have to create shortcuts.

And this, my friends, is all you need to understand:

Price is a shortcut.

To the consumer’s mind, price is a flag that promotes one of the following: “This is cheap” or “This must be good.”

We use price as a way to filter out all the “junk” and go straight to products that are “worth every penny.”

And listen:

A higher price isn’t always higher…

You can leverage this psychology without jacking up your prices.  I can’t just point my finger and lecture, “Raise your prices.”  Many of you just wouldn’t be comfortable doing such a thing and that’s something I have to work with, not against.

Consider a change as small as this…

Instead of making your offer at a simple $19, try “Right now $19, Reduced from $50″

Perhaps the product was never $50, I don’t know…but the position the product now holds is that of a $50 product, now available at $19 if I act fast.  The product is not positioned as just another $19 ebook (as an example).

In the sales copy, use $50 as the price and then give a great reason why the prospect will only pay $19 if he buys right now.

That’s one small change that can create much better value perception and bank you more profits.

Real entrepreneurs are a different kind of human being.

In a good way.

It’s the one reason I enjoy working with them.

Case in point:  Mr. Harold Bloom

Harold was in the audience at a recent speach I gave for the Jewish Community Business Circle in Charlotte, NC.  From there, he went to my squeeze page (www.JustinQuick.net) and joined my list.

Smart man!

Anyhoo…

There seem to be two classes of entrepreneurs.  The difference is vast.

There are those that implement and those that don’t.  Those that don’t implement show all the “normal” signs of trying – they show up to learn, they read, they study, but for some reason, they never implement what they learn.

I could speculate as to why, but I don’t care…it doesn’t matter for our purpose here today.

An interesting statistic: only around 1% of book-readers ever implement anything they learn from a book.

But I digress!

Let me tell you what Harold Bloom did…

He received the last email I sent (the one with your first name in the subject line two times with an exclamation mark after each one), read the article on the blog, and then sent me a friendly email to say it was “excellent”.

Thanks!

The next day, I receive another email from the now excited Harold Bloom stating, “It worked! Sent out some follow up emails yesterday, and to my surprise, I actually got back some responses.  Thank you.”

Of course, I couldn’t leave it at that.  I emailed Harold and told him to tell me EXACTLY what he did.

Here’s the email he sent back:

Let me explain: I taught the “if/then” introduction at the speech Harold attended – an excellent way to begin any peice of communication – especially if you’ve got the Writer’s Block blues.

Harold swipes my subject line and creates an “if/when” statement to go inside the email.  The function of the email is to contact prospects that had shown interest in buying a health insurance policy, but had not moved forward.

Harold’s goal was simply to get a response (something I’d imagine he had a more difficult time with before.)

He swiped and implmented a marketing strategy, it worked, and now he’s got something to work with he didn’t have before.

Congratulations to you Harold! – that’s what happens to smart people that aren’t afraid to try something new and implement strategies they learn.

Keep it up and you’ll gain a lot more.