Know, Like, But there’s no way I’m going to trust you Part Three

We’ve been talking about the tried and true, tested through time foundation of sales.

Read about part 1 here and part 2 here. And this train is rolling with part three.

TRUST cannot be underestimated when it comes to business. And it’s an easy enough concept to understand. But implementing it is what fucks some people up.

Ways trust is built:

  1. You do what you say you are going to do. Period. That’s step one. If you say you’re going to deliver on Monday, fucking break your neck to make sure you do. If you are shipping in two weeks and your mother goes into the hospital, open that convo before it’s too late, but don’t make it a habit.

    I struggled with this in the beginning. It happens to all of us who are just getting our bearings in business. But the faster you make that a focus, the faster you will earn a name for yourself. (Incidentally, you will quickly learn not to fucking over book yourself by contracting for the same delivery dates. Or you won’t and you’ll be getting up with me at 2:30am.)
     

  2. Your website has to look like you give a fuck about your business. You MUST invest in a theme and the DIY knowledge or a designer worth a shit if you want your 100 trust points for an up-to-date webdesign. Seriously. Because if you’re riding around talking about six figures and you have a DIY site that people can tell is DIY? You’re fucked.

    I get bootstrapping. I do. I did it. But the FIRST thing I invested in was pro pics and the second was that Magic-Maker Dani. She’s done every site I’ve had since then. (The caveat here: Before you go and invest in these things, KNOW your why first.)

  3. Your copy has to sound like you’ve put some thought into their struggles and dreams. Throwing up words that are found on every single website in your niche means you either A) don’t know them as well as you claim to with your 6-figure months on top of months experience or B) you just don’t care enough to try to talk to them like you mean it.

    3b. Also, the words you use can shred your credibility to pieces. If you go over the top and your branding doesn’t align, they’ll not believe you. If you use weak phrases and introduce doubt by using words or phrases that feel unauthoritative, they’ll lose the trust they might have been building.

    You can learn how to DIY emotion-driven and revenue-oriented copy here. It’s my process for all my projects.
     

  4. If you’re accomplished in your industry, fucking show it. I don’t mean to have a screenshot of your bank account, but people speaking up for you and your work helps immensely, so don’t be afraid to ask.

    Show pics of you doing your thing often over social, so they can see and be a part of your life. In most cases now, you’re a personal brand. And if you’re pimping shit, you need to be able to show it off.

    “I’m making $5M a month!” Show me.
     

  5. If you’re just starting out, do NOT claim you’re this or that and you have no experience to back it up. Say you’re what you are, get some power clients under your belt and then you can say, “Hey! I 1,2,3”. Make sense? This is kind of a pet peeve of mine. And it’s a catch 22, really. Because you’re starting out and you REALLY want to run with the big dogs, so you’re tempted to embellish.

    Don’t. Your time will come. Because everyone who claims to be something they are not, gets busted one time or another. And once you’re busted? Your trust factor goes to shit.

    I didn’t say I had contributed to a $61M campaign for a household brand until I had. I didn’t say I write for 6- & 7- figure coaches until I did.

Trust is a funny thing.

And people will likely trust you more if they’ve gotten to know you and like you first. In fact, that’s how I got it all started. I didn’t know anything about business. I just wanted to write, so I played in social, giving everything away and having fun. That was my key. Having fun.

I talked shit. When I had bad days, I said it. When I wanted to post metal songs from YouTube or bike pics, I did it. The fam on my FB profile were just that, my fam. I let my hair down and they came running.

Because they knew they could trust me.

Let them trust you.
Put Steps 1 - 5 into play and become unstoppable.

Know, Like, But There’s No Way I’m Going To Trust You (Part TWO)

Last week we talked about Step 1 of the selling process.

This week’s Rabbit Hole is Like.  Because once people know who you are, they are going to decide whether or not they like you.

And if they don’t? Sales stop here.

Disclaimer: This piece is not about becoming something you’re not so that people will like you.

Fuck That.

This is about stepping more into who you are so YOUR people like you.

In Fire of the Diamond, we opened up a discussion about finding people in the pit of hell that has become Facebook groups.

Some said “Interact with everybody, it’s about connecting not selling.”

Only part of that I agree with. IT IS about connecting not selling. But, I don’t think you should go in and start commenting on every single post just to connect (to her point, I don’t think she meant that extreme either).

But that’s what some do. And it feels forced and fake.

Some said they use their intuition.

To a degree, I do that, too.

It’s way more common than you think.

Think about it. How do you decide if you should spend time answering posts?

A)    The Wording of the post

If the tone/inflection content of the post resonates with you, you respond.

Depending on the service you offer and where you are in the growth of your own biz, and your ideal client (or lack of knowledge of), you may choose to answer everything related to what you do.

If you’re new and still learning and growing, get your ass out there and answer everything you can (and even the ones you’re scared to). But DO NOT SPEND HOURS DOING this. This is not your focus. This is only a step in the big plan.

If you have an intimate knowledge of your ideal client, then get out there and look for her. Don’t waste precious minutes answering questions that won’t lead to relationships.

Because relationships are built because you LIKE each other.

This is not a Black and White scenario, of course.

Your job is to be seen, heard, and adored. Some will be your ideal and some won’t. My point is take a little extra care in nurturing the ones that matter.

So be fucking helpful to many but mostly to YOUR  Kinds o’ peoples.

b) Profile Pics matter.

Yes, I recently had a dead tree on my profile pic. Yes, I’m sure it affected who might reach out to me. Yes I knew that and didn’t/don’t care.

But I can say this: people judge. And, they look at your profile pic in that process.

So be aware – before you choose dead trees – that your future relationships could be affected.

That said – if what you have said or have to say is that important, they may look beyond the gnarled branches.

Getting people to “like” you is not at all about being someone they’ll like but being more you and looking in the right places for the people who resonate with you.

Create shit that’s fun/funny/entertaining/educational.

That’s what they like from you.

When you create do NOT create from a space of “This is going to make me millions!”

Create from a space of “‘you are struggling, I can help.”

People like you when you want to help them over your wallet.

And PS? Don’t try to fake that shit either – we can smell it.

If you’re desperate, your posts will show it.

How to get into the right emotion – creating space:

1. Be grateful for the bullshit as much as you are for the easy shit. Not just out loud or on paper – DIG those emotions up from your soul. Think about how much worse shit could be and begin to adore where you are.

2.  Write down who you are until you forget the credit card bill that’s due tomorrow – “I am fucking fierce”, “I have powerful knowledge that helps thousands of people”, etc. You get the idea.

3. Spend a few minutes focusing on your clients’ problems that you solve. Then go write about the solutions.

4. Do it with a fucking lilt in your voice. (Anyone else ever heard that from their G’ma?)

People will NOT come running to a sour puss. Sour shit repels people. Fake repels people.

Be You. Be good at being you. Smile while you do it.

What do I create now that I’ve gotten my panties out of my ass?

1. VIDS!!!

People LOVE vids. And they don’t have to be all biz.  Let them see you and grow to like you via the magic of Vid.

Fuck perfect lighting.
Fuck a great camera.
Fuck whatever excuses you can muster for not doing it.

2. Give them shit – they love that.

“Oh, I made you this download!”
“Dude! I’ve been listening – so I made you this” etc. Give it all away.
Your ideal client will likely accept your gifts, but they’ll come pay you, too, because they love you so much.

3. Blog, email, IG, Show The Fuck Up!

I really don’t care how you do it. Just show up.

Here’s the thing: You’re here because you have big fucking dreams. And you’re not going to let the little things stop you. You Know you have what it takes and growing up so people like you enough to WANT to develop trust is step two.

Next week we’ll dig into Step Three – TRUST.

Because with Trust?

Your Legend is built.

Know, Like, But There’s No WAY I’m Going To Trust You Part ONE (yep...there’s more coming)

Selling online has become sooo everyday that anyone can do it. But not everyone will.

Because they’re in a hurry. They only want to sell ads – so-and-so sold $8,976,863,354 in 48 hours because they launched the most successful Facebook ads campaign in the history of fucking April 2016.

Therefore I can, too.

No. Sorry, just because you say you have the solution to their self-esteem issues and that you learned all your techniques while living with Buddhist monks in the Himalayas doesn’t mean you have the authority, the know-how, the credibility to back up what you claim.

It also doesn’t mean you have a right to skip the steps of the KLT process.

I’m not going to insult you and pretend you’ve never heard of KLT. I know you’ve done enough research and have been hunted down by marketing peeps enough to know KLT means Know, Like, and Trust.

But have you looked at your site and your social branding/copy/graphics/everyfuckingthing else and put it through “The TEST”?

This series will cap off the “Why I won’t trust you” part.

Right now, let’s dig into Know, what you’re not doing, and what you should be doing to get people to know you. Because your main focus should be to reach ungodly numbers, to amass an audience of hundreds of thousands, to build a powerful list that sustains your monthly/yearly income needs, and to become the GO-TO in your industry...and in others!

Know

How do people get to “know” you?

If you’re a coach swimming in the shark pools that have become once-useful Facebook groups, you spend time in there answering questions and meeting people – don’t be a post & run assassin and just drop into post without reading or TRYING to respond to anything else. You’re fighting against the 6,947,942 other coaches in those groups. And no one is going to pay attention to you if you do that.

If you’re a product-based biz, you’re likely running ads (I hope they stand out and that you’re not cranking out words that everyone else is saying.) and relying on the positioning of your copy and visuals of your website to speak for you, in addition to meeting people in social. (Technically, even if you’re service-based, you need to rely on your copy and visuals, too...but drop-shippers tend to function a little differently.)

But either way, you’re using words to meet people.

What are you saying when they meet you?

Are you leaving an indelible mark on your target customers’ hearts from the first time you meet?

PS? I do NOT at ALL mean that your words have to be business based. I met most of my clients just being me and not pushing copy on them the first time we met.

PPS? (Is it PSS??) This is the slowest fucking road to China ever built, in fact, it’s still under construction. And will always BE under construction. Because that’s business.

So. Back to the words:

Be you. Just fucking be you. People will like you. They will. Do they want your shit shoved down their throats all the time? No. So don’t just share your biz smarts or your product, share YOU.

The GOOD stuff in you. The things that make people laugh and smile and want to be around you.

(And create ads.)

Let’s face it. This is business. Not the playground. It’s just not ALL business.

Allow your presence to shine. Use words that HOVER so high above the noise that they only see you. And create ads. Or webinars. Or podcasts. Or...or...or….Just fucking CREATE.

Because the more you create, the more they get to know you and your process.

Pull Back the Throttle

That fucking long as hell road to China? Isn’t going to pay for your internet access. So, you have to twist the throttle a bit to make it happen faster. (Did you add “Pussycat” to that?? I did)

  1. Suck.

    Teach them the shit they need to know that Elissa down the street hasn’t gotten right yet. If you don’t know what they need to know, break down your process into steps and pick it apart and share that.

    Just don’t settle for mediocre.

    On the other hand, you have to suck.

    You cannot learn who you are or what you have to offer or whether or not you’re in the wrong fucking business unless you suck first.

    But most people freeze at that “don’t settle for mediocre” shit because they don’t want people to look at them and think, “Why is she recording on a plain white background?” “Why doesn’t she look the camera in the eye?” “What the FUCK was that blog supposed to be about? Gah. I can’t believe I wasted my time reading that!”

    Those are the thoughts that paralyze people. To the point that they don’t even realize they are actually, literally paralyzed.

    What paralysis looks like:

    “I can’t make a video today, I have no idea what I’m going to talk about”
    “I don’t have the right camera yet”
    “HOLY SHIT! I was going to post that SAME fucking idea and SHE beat me to it”
    “WTF I can’t think of a single thing to write about”
    “I don’t know how to say what I want to say”
    “The kids are up...there goes that idea”
    “I can’t post that, it has nothing to do with my brand”
    “I can’t post that vid, I said ‘UM’ exactly 523,457 times”

    They are all excuses you tell yourself.

    They’re all evidence, symptoms, of paralysis. They’re all your brain telling you you’re not good enough. Go sit down.

    Shut the fuck up, Brain...you are.

    If you can push yourself to LET yourself SUCK, if you can produce without worrying about what someone else says or thinks, if you can stomp on that lovely ego of yours, you can make it.

    IF YOU HAVE IT.

    None of anything I write matters if you don’t have something to teach or share.
     

  2. Invest in ads.

    With the noise as magnified as it is right now, you need ads. Even if it’s a few dollars a week. Fucking stop eating at Taco Bell for a month and use that as your ad spend.

    Write ads that don’t fucking say: “What would it look like to live your dream”
    Write ads that say: “What would it look like to live your dream”

    WHAT THE ACTUAL FUCK, TD???

    What I mean is go for the creative, the unique, the YOU. But TEST it against the creative. Get results and tweak. One fucking run does not a test make in any lab or market.

    Learn. Grow. Repeat.

    Ads are a necessary evil now. Stop trying to get by on word-of-mouths alone.
     

  3. Hire a goddamn team.

    One-human shows fizzle and fade out or they take YEARS to cultivate what a team could. Having a team doubles your productivity. It allows you to FOCUS on your craft.

    Because if you are struggling to learn ads or plug in tech that doesn’t cooperate, you’re not evolving your craft. You’re not positioning yourself closer to mastery, authority, or credibility.

    What makes a team?

    Anything you delegate to others makes you no longer a one-human show. And I am NOT one to advocate going into debt for anything. I am one to advocate making shit happen, even if it’s through blind faith.

    The first time I hired Dani of DaniMagestro.com, it was on a credit card, but I told myself that if I didn’t make enough money that month, that would be the last month.

    I did. And I have since.

    But you don’t have to have a Dani, though I recommend it for anyone willing to actually make something of their business...actually go from a hobby to a full-income earning business.

    You can hire shit out to Fiverr. You can hire a temp VA. You can hire a technical VA. Hire somebody to create a website (do NOT use WIX). Hire out your copy, if not to the best, at least hire it out to someone else who is knowledgeable about the craft.

    I don’t care how you go about getting it done, just as long as you put yourself in a position to make yourself the BEST at your craft so you can create and connect.

    Just admit that your dream is bigger than your fear and roll the fuck on.
     

  4. Create.

    At this point, regardless if you are a product-based or service-based company, if you want to win at the game of getting people to know you?

    You have to fucking CREATE.

    It has been said many times before, but so many people resist the idea:

    You are a media company.

    It is your responsibility to grow your name through content, as well as your sparkling fucking personality.

    Videos, graphics, blogs, tactics, strategies, emails, ads. You have a MASSIVE arsenal at your disposal.

    Use them.     

    Don’t focus on ad/promo-type content only. People need to see you. They want to know you. Remember? That’s how all this shit starts.

    Expose yourself. Everywhere. And all the time.

    Just make it INTERESTING.

    PLEASE.

    Again...this is not a permission to freeze and say, “I don’t know how to show up” or “I don’t know what to say” or “I say ‘UM’ too much”.

    This is a fucking permission to LEARN those things. To look for opportunities to show up.

    Flaws and fucking all.

Your goal is to let people KNOW who you are. Step up. Build your LEGEND.

Every fucking day.

Need help mapping out your KNOW plan? Book a Jam Session and I’ll help you pound it out...WITHOUT A PITCH.

Stay tuned for the “LIKE” part of all this shiz. <3

I Won't Write For You

There’s a ton of shit going on out there lately. And I’m not sure what’s up with all the frauds and phonies taking over.

But I’ve been approached by people I refuse to write for.

I won’t write for you if you smell like a quick dollar junkie.
I won’t write for you if you don’t feel like the real deal and can do what they say they can.
I won’t write for you if you’re not aufuckingthentic (finally a version of that word that I like!).

Why?

Because when I put pen to paper, it’s because I believe 100% in your ability to make a difference in people’s lives.

Because I need to know that you got the balls to stick out the tough times, to create the best times.

Because when I write for you, I fucking BLEED for you.

I put everything I have into everything I create.

And I’m not building a fucking fly-by-night, I-need-to-make-a-buck copywriting business. I’m building my name.

I am building YOUR name.

I’ve watched colleagues who aren’t making it as coaches, slap “copywriter” on their sites to try to turn things around.

I’ve watched “copywriters” shift from copy to coaching because, either, a) they couldn’t make it or b) they just didn’t like it or c) they didn’t like the grind of it. (And let’s be clear, I’m not talking about people who have truly evolved because they feel the calling to change...I’m talking about people who change businesses with the wind and the market.)

I’m here. I’ve been here. And I’m not going anywhere.

I write copy for 6- & 7-figure coaches because I’m GOOD at what I do. My goal is to be THE BEST at what I do.

Which is why if I smell a rat, I bolt. No project. I don’t need your money. Hit up Fiverr, B.

Why do I fucking care if someone isn’t who they say they are?

Because to bleed for you, I need to believe in you. And if I believe in you, I can help others to believe in you, too, so that the people who need you see who you really are.

People who say they are going to do X and then deliver Y...

People who PUSH people into going into DEEP goddamn debt for their services…

People who don’t know who they are or what they want...

These are not the people I write for.

I write for the powerhouses who KNOW they’re worth. The people who don’t have to bully people into their services.

I write for the people who KNOW they have a very powerful message, but need that nudge to get to the next level.

I write for the people who understand this is a hard fucking game and are willing to do the right thing for people, even if it means waiting until they are ready.

I write for people who have fucking HEART.

Because it’s their soul, their spirit, their will, their drive, their need to WIN that I put back into their business through the words I bleed onto their site.

That’s who I write for. And that’s what I do for them.

Manifesto of a Legend

Everything you do is punctuated by power.

Life, as you know it, is dictated by drive.

And Success? Is determined by every action you take.

You are a legend. And your clients feel it in the way you talk and the way you show up.

Even if, some days, you don’t feel like showing up.

Because your senses are acutely aware that if you don’t show up your business doesn’t either.

You DEVOUR fear. You guzzle doubt. You harness every drop of negative energy and transform it into steam that powers you day after day.

And it’s that day-to-day that most can’t handle. It’s the grind of digging deep into the soul that pushes people away from showing up.

Because when you make yourself visible, you make yourself vulnerable.

When you expose your own thoughts to public scrutiny and one of two things will happen: they’ll love you for it, OR they’ll crucify you for it.

And only legends like you are willing to take that risk.

So you put yourself on public display.

Every day.

You bare your soul.

Every day.

You take risks.

Every day.

And you fuck up your competition.

Every day.

Disavow any and every fear.

Every day.

Invoke the Legend-Maker Trifecta.

Every fucking day.

Ignore every voice.

Except that of your soul.

Every day.

Move.

Fast.

Every day.

Allow fear and failure as much as you allow success.

Every day.

That’s how you Rock Your Legend.

Every fucking day.

The Legend-Maker Trifecta

When you land on a site that is visually gorgeous, but the words are subpar, what happens is you begin to doubt what you read. 

Are they lying to me? 
There’s something wrong here. 

Copy is a supporting role...a major supporting role in your entire business. 

In other words, if you have killer copy, but your products and services don’t really fill a true need, you won’t sell as much as you could. 

If you have killer visuals and site, but your copy lacks emotion and art, you won’t sell as much as you could. 

If you have killer copy, but you, yourself, have trouble connecting with would-be clients, you won’t sell as much as you could.

There’s a Legend-Maker Trifecta at play:

Your visuals (branding, site, colors, fonts, etc)
Your copy
And YOU

You, of course, being the heart and soul of it all. Then the layers of marketing help you flesh out the whole picture.

You can come to me with the best ideas on the planet, and I can write your awesomeness into existence, but if you don’t have the wherewithal to make it happen, it’s useless.

You can come to me with the most powerful ideas and I can write your awesomeness into existence, but if your site isn’t up to the standard of your ideas and my supporting words, it’s useless.

So.

How the fuck do you fix that?

You grow.

You decide what you want, what you’re willing to do to get it, and IF you can even pull it off (you know...your values matter here...if you want to run a $100,000 a month company, you’re going to have to give up trying to be Jane Cleaver and vice versa).

Who are you?
What do you want?
What does having it all look like for you?
What are you willing to do to get it?
What are you willing to give up to have it?

This all matters.

I’ve had people come to me and pay me to write the art they know they are capable of for them, then their businesses fell off the face of the earth.

They decided showing up in social every fucking day was too much for them. Or they decided the business they thought they wanted, actually wasn’t it.

They see how much of your soul being a successful entrepreneur takes and they gave up.

Running a 5-, 6-, or 7-figure a month business takes a lot. It takes a lot out of you. OR it PUTS A LOT INTO YOU.

If you are in the right business, and you have massive ideas that you know can change the world, you owe it to yourself and to your will-be clients (and SOCIETY!?) to bring all of you to the table.

And if you’re ready to have me on-call in your corner to make powerful magic, hit me and let’s talk about how you can ensure that you sound pro 100% of the time. I have new retainer packages available for high-performing women, as well as for those who are ready to step into that high-performing role, but haven’t made it just yet.

Key Components of Power Sales Pages

Yesterday, a woman vehemently commanded that someone who was searching for a sales page copywriter make sure that they understand that whatever the copywriter has done, it will be undone in the end.

It was sad.

As though this woman had attempted to be a sales page copywriter, but ended up butting heads for many of the clients she may have attempted to write for.

I could be wrong.

But the fact is, sales pages have to have certain components in place, in order to be successful. There’s no written-in-stone formula, but without the key players playing their roles, the sales page will miss the mark.

So what are the components you have to have in order to make money and impact with your sales pages?

  1. Emotion.

    Without emotion, your words fall flat and don’t touch the heart of those you want working with you.

    Without emotion, your words are likely not even read.

    Without emotion, you will struggle to get past the filters of the brain that say, “OMG! I NEED to read this!!! STOP!”

    How to develop emotion:

    Use words NOT used everywhere else.
    Use the passion you have for your product to display the solution in a creative way.
    Write as though you are spilling your heart onto the page (and edit all the water out of it when you’re done).
    Practice. Or hire it out.
     

  2. An understanding of the gambit of problems the product solves.

    Understanding starts with a wide-angle view of what your product REALLY does.

    For example, a newby just starting out might think that mindset sessions teach the client how to think for success. But that is only a small portion of what mindset sessions do. What’s really happening is they are learning to pull up the confidence to do the things their souls have longed to do for ages.
    They’re learning to block out negative voices from the inside and the outside. They are learning to trust themselves. They are learning to approach people, to close deals, to handle debate and argument.

    Mindset sessions don’t really teach you success, they teach you freedom. Freedom to do and be who you were born to be.

    So when you know and understand ALL the aspects of your product or service does, you can incorporate that into the emotion that you want to write with.
     

  3. An understanding of the people who will want to buy said product.

    Again. Not an easy feat. In fact, if you’re just starting out, you’ll likely not even know the details and the nuances of your client that makes them who they are in relationship to you. But you can craft something pretty close.

    Who are they when they are alone? What do they value in this life? What are their goals and dreams? What are their biggest fears? What will your solution mean to them and for them?

    How to address the people you want buying from you:

    You have to be able to say more than, “My service will give you the tools you need to create the life and the business you want.” (Mainly because that’s the same shit every other coach is saying, but also because it lacks the specificity to really strike a chord in them that they won’t be able to ignore.)
     

  4. Answers.

    They are going to have arguments about why they should believe what you say (they’re going to want to believe you, but they’ve been burned enough to know that your words hurt). And you’ll need to be able to address those arguments in a cohesive fashion.

    You’ll need to give them the answers they seek, before they even know to ask them.

    Why? Because you know them and you know what they need and that your product is undeniably the source of their relief.

    Because if you DON’T know, then you don’t have that bond, that connection with them that you need.
     

  5. Social proof.

    Because they expect to see people who have suffered the way they’ve suffered get amazing results with you. This is one of the 6 principles of influence as established by Robert Cialdini back in 1984.

    Because they need reassurance from you that your shit works and they don’t want to take just your word for it.

    Because it makes them feel better about buying with you.

Sales pages are abiotic salesmen working the floor of your store for you. And just as you wouldn’t pay top commission to someone who doesn’t know your product, you wouldn’t put up a sales page that is lacking in a key area of persuasion.

Now.

Want more details in a specific play-by-play of how I construct sales pages for my 6- & 7-figure clients? Click here and get the 18-min ZERO fluff video training.





 

Drive them to Want More

We all have doubts. Doubts & fears drive most of us most days.

But sometimes little things swoop in and remind us that we are WAY off the mark.

Exhibit A:

This would be mine.

This is a registration for an event that my eldest daughter was sending off.

And it hurt oh so good.

Three years ago, she wouldn’t have been writing that about me. Because I hadn’t found my Sass. I hadn’t developed my Art.

Have you?

With your Sass out there, front and center, bled profusely across the crown of your site, people can’t help but want to know more.

They get hit in all the right places: their hearts because they feel your words and your personality, their minds because they are looking for someone who resonates with them, and their souls because when they feel your struggle, they feel their own struggle.

What most DIY’ers lack is…

True understanding of how powerful emotion is. They sit down and write and let their fingers go. And they go on and on and on about themselves and what their programs do.

With next to zero acknowledgment of what their readers truest pains and deepest dreams really are.

What happens when that happens:

  • Sales are scant, if existent
  • Discovery calls are nil (or overbooked with the wrong type of clients)
  • Business causes you more frustration and angst than happiness
  • Money, impact, and all the accomplishments you long for are brushed aside because you have to get a job or go back to being just “mama”
  • Your spouse says they're not putting any more money back in your business because you’re not showing any profit

Sad but true, follow the path:

Jane comes a-knockin’ and she’s expecting to see some semblance of connection. You spout off all day long that you know this and you know that. And Jane runs to the freaking hills.

“I help women entrepreneurs stop struggling in their businesses.”

Because Jane is selfish. She has a problem. And she doesn’t give a rat’s twisted f*cking whisker that YOU say you’re an expert at changing her life. She only cares that she can actually FEEL that you’re an expert at changing her life.

How do you express your expertise so that Jane actually books a Discovery Call & is really already ready to buy:

  1. Use what you know about your favorite customer and reflect the emotions they experienced before and after working with you to put the emotion Jane is looking for on the f*cking page.

  2. Address Jane more often than you address yourself. When you are writing from a “you” perspective, you come off caring and less assy self-centered.

  3. Look like you’ve done this a few times and put a ton of thought into the art your words create on that page, making sure your sass is front and center, but in a caring and not-so-jerky way.

  4. Start your copy with powerful headlines that get their attention and keep it with engaging narratives. Not watered-down questions that evoke NO emotion.

  5. Take the Rock Your Legend copy course so you can get pro results from a DIY effort with your homework assignments and personalized feedback from the chick in black.
     

“No, Jane, you won’t have to go get a job. In fact, the number of targeted discovery calls you’re taking now is going to triple. And your spouse will stand beside you, beaming, and say, ‘You did it!’”

Book some done-for-you emotion or take the course that’ll help you put your Sass right in front of them. Your business longs for it.

Bootstrapping no longer has to mean crappy copy

She wanted it. She wanted it all: The dream the Internet was selling. 

The one where she got to put her kids in private school and still travel to Bali, Morocco, and Milan whenever the notion struck her. Not ONCE thinking about the prices of plane tickets for the family.

The dream that showing up and collecting money was as easy as opening her phone in the morning. 

But the problem was she couldn’t see the road to it all. 

She was new. Brand new. 

And the stories of overnight success haunted the FUCK out of her. WHY couldn’t she have what they were having? 

When she researched them and the sites behind the businesses that exploded, all she could do was drool all over her Galaxy. It just wasn’t fair. How did they get to PRO so fast? And the site was as gorgeous as it was heart-wrenching. 

They had a secret. A secret that would slash the learning curve and make it almost non-existent: A big ass budget that allowed them to hire the best people to do the things they couldn’t do. 

But not everyone has that luxury. 

Bootstrapping Doesn’t Have to SUCK

The thing about just starting out is you just don’t have the money to do all the things you need and want to do with your business. 

Does that mean your website should sound like it? 

Absolutely NOT. 

And you can’t really afford to have high-end copywriters writing your copy for you on your starting budget. 

Yet, if you put up subpar copy, you’ll never stretch beyond those minimal budget numbers. 

So what do you do? 

Most people DIY it. And that is an EXCELLENT solution. IF you know how to inject emotion into it. 

Because it isn’t the pushy sales copy that sells, it’s the emotion that creative copy evokes that makes the money. 

So. How DO you evoke emotion? 

By using specific words and phrases that ease the reader into a trance that they can only break if they take action. 

By speaking to the very hopes they have of taking over the world. By acknowledging, and standing in support of, their need to hire teams to help them get funds for their retreats in Morocco and Mallorca this year. 

By speaking to the humanity of the whole thing. 

You’re in business to change the world. And so are your clients. Use that. Speak to those places where dreams and desire live in them. The only thing you need is a deep-seated knowledge of yourself, of them, of the results your business brings to their tables and what they can do with them. 

If you can do that? Then you can get every emotion you need onto the page. 

But if you can’t, there is still a solution for you. 

You can still rock your legend and create the business you truly want and need, in order to make yours and your family’s most extravagant dreams come true. 

My clients are 6- & 7-figure coaches who do not have the time or the desire to pen copy that digs deep and gets them the results they want. So they hire me to do it for them. 

And until you can get to that point, you have access to the copy course that explains emotion and copy and how to get the words on the page that earn you the money you need to uplevel and live your wildest dreams. 

You’re welcome. Every excuse you had has just been thrown out of the window. 

Your copy is about to change for the absolute best. 

If you have any questions, ping me

The Game Has Officially Changed

When we exploded onto the scene, women working from home blew shit up. Literally. Then dads started. (We were copying the model of millennial nomads, so….thanks, kids.)

One could throw in a blog post voila! They had a gazillion followers. Oh shit, now what do we do?

Learn content marketing of course.

Then graphics so we could make our sites beautimous enough to show the world and hope those people would continue to find us interesting and so the goddamn pattern goes.

And now it’s broken.

Only it’s not.

What’s broken is us.

Those of us who believe this is enough and that they are just doing wrong so they’re not gaining traction. 

It’s not because you posted the wrong content on the wrong channel at the wrong time.
It’s not that your freebie was feeble.
It’s not that you’re part of the wrong groups (which is a whole other fucking Iliad in itself.)
It’s that you haven’t realized that doing it alone is a hobby, not a business.

Does that mean people - solopreneurs specifically - are not out there killing it? 

No. Of course, there’s one out to prove me wrong. I wish we all could. But the fact is you cannot survive support and you cannot thrive without a team. Period.

I will say it again.

Thriving happens when you’re allowed to get into the mental flow of creating your best work for your clients.

Coaches, that means where you are fully present on your calls and are giving your client 110% of you and your creative solutions.

Product based businesses, this means when you are fully into creating products for your customers (or delivering them.)

Service-based peeps, you are in flow when you are able to sit down with what you do and immerse yourself fully into what you’ve been commissioned to create, so you can stop competing for pennies and your name speaks for itself.

Flow is your goal (if it’s not, you’re in the wrong business.)

But how do you reach that point?

By putting together a team.

What? You were hoping to get some formula or schedule that told you what to post, when and where?
No.

When I hired a set of brains smarter than me two years ago, it wasn’t easy at all. 

I was scared.

I didn’t know what to expect.

I didn’t know how it would work.

I didn’t know how I would pay the next month’s invoice.

It turns out, your gut knows what you need.

My gut had been telling me, Danielle was the game-changer for Badass’D Digital Ink.

I finally listened.

She knew what I needed.

I needed a more powerful site because my picmonkey graphics cheapened my project fees.

I needed pro shots so people would look at me and say - “Yes, she’s no joke trying to make a quick buck.”

I needed to put myself out there and stop waiting for referrals.

So she helped me do all of that and we exploded. I became THE copywriter people were tagging when others asked for referrals.

We’ve steadily and swiftly grown since the day we started together.

We’ve hired a VA who happens to be the reason you’re reading this because I have sat on my ass at the desk on a Saturday morning and HAND-WRITTEN  this out for him to transcribe. (Sorry Dru, but thank you. I couldn’t create half as much as I do, if you didn’t do this)

We finally have a proofreader - YAY!! - as well.

Why?

Because I need Danielle’s

  • Customer service savvy on handling some of the finer nuances that go on after the sales do
  • Brains for refiguring (most) of my wild ideas because many times they don’t align with the brand or are just giving away a for a shit
  • Brains to help me know what our next steps are
  • Tech smarts to keep up with this (gorgeous) site (yeah, I know - I’m biased and rather obnoxious - but I have a decent heart.)
  • Ability to stay on top of what is going on in the online world, in BUSINESS world, everywhere seriously, her ear is UnderGround it’s so close to the ground and we use new techniques and ideas all day long.
  • Her tolerance of my creation method.
  • Her guidance on brand strategy.
  • Her ability to listen to what I want for this business and tell me what we need to do to make it happen.

This, surprisingly, was not an ode to Danielle. But an unveiling of what entrepreneur needs to thrive. 

And, dude, this doesn’t even come close to all the ad and growth strategy needs. If Danielle wasn’t proficient in ads, Facebook advertising, graphic design, tech master and so much more, we’d need people for all of that.

I just freaking realized how grossly underpaid Danielle is. Goddamn it.

The game changed a long time ago and if you’re trying to swing along on your own, you are going to move about in a year. 

If you want to truly change WITH your industry, so you can multiply that growth factor by about 1,000 times, at least join Fire of the Diamond Society (where you are a part of a support community LEAD by a powerful copywriter with deep chops, a mage of a business leader who knows it all) or get an accountability partner who kicks your ass on the daily to make sure you’re not making excuses.

Because if you can’t invest thousands and thousands in a team that’s reaps your tens or hundreds of thousands of dollars, you need to rethink the goals of your business.

Facebook Posts Aren’t What You Think

So. Sally’s out there doing her thing. Posting all day long about her fucking coaching business. (KILL that word, please!) And she’s all happy that she’s “getting shit done”, yet her business is pulling in less than $5,000 a month. Shit. It’s probably less than $2,000 a month.

That’s because Sally forgets the biggest rule of sales: The people have to KNOW, LIKE, AND TRUST you. And standing on the corner soliciting drivers, means they’re not doing any of that.

Facebook peoples tend to forget Facebook is only one stop in the sales game. It’s the first stop. People are there to meet you.

Actually. They’re not.

They’re there for you to meet them.

I shit you not. I miss the days of hanging around just getting to know people and sharing this entrepreneurial journey’s ups and downs.

As a matter of fact, I think that’s why I’ve come to love the Fire of the Diamond Society so much. We are ONLY there to support and kick each other in the teeth every day to make sure we’re reaching our goals. There’s no trolling shit. There’s no feel that people are only there to sell.

Anyway, I digress. (I’ve had my Monster this afternoon...can’t imagine how I got off on that tirade…)

So. Facebook (and every other social outlet) is there for people to get to know you.

At the same time, it’s also a place where copy is overlooked.

What I mean is copy is writing geared to sell, so even your Facebook posts are there to sell you, your mailing list, or your services to people.

For example:

Jane scrolls past group posts and reaches Sally’s post in the feed, but Sally’s all, “You’ve tried all other diets…” blah blah blah bullshit. Jane continues to scroll. Because #1: The copy is weak and untargeted. (Yes, I can say that from that little bit of copy) #2: Sally’s personality is completely absent from that post. #3: The words are trigger words for snoozing

If Sally wanted to apply the rules of Know, Like, and Trust, Jane would have kept reading. If she wanted to write with the rules of copy in mind, Jane would have kept reading.

What are the RULES????

Write like YOU. It’s FACEBOOK. Enjoy it! Play and have fun with it. Relax. You’re pushing too hard. Let your guard down and let them get to know you, so they can develop that trust they need to develop in order to want to pay you.

Second, when you DO write promotional posts (because you CAN now that you’re not a self-promotional dick who is not there to do anything except take up Facebook space), start with narratives and stories that get attention, don’t start with “You have felt that push..”, “you need to…”

Starting with “YOU” is telling. It’s not creating a story that people will want to read.

Also, the game has changed in social, so what I do with Tequila Socials helps people get the attention they want. I write words that get attention, engage you in conversation, and keep people from scrolling past and ignoring you.

Diana Mitchell and Lisa Friedt have adored the results they’ve gotten from theirs.

The goal of Facebook isn’t just to sell. It’s to introduce you to new people. To get them interested in what you do. To help you build trust.

Use it that way.

Write Like a Boss

The old ditty ‘bout Jack and Diane having to know, like, and trust you before they’ll buy only gets truer as the competition for attention tightens the noose around your neck.

KIDDING!

Kinda.

It’s actually the whole crux of sales and since EVERYONE and all their offspring are now in sales, it’s harder than ever to earn those things.

So. What’s a Diamond to do, right?

First, she’s to make sure she’s using the right language to express her authority. Because they can know you all day, but if you don’t know what you’re doing, they’re not going to pay you a dime.

Building authority is one of the number one ways a rockstar sales dude can up the others in his industry.

And that starts with the words you use.

The language you use informs your perceived authority in your field, so choosing the wrong words/combos/patterns, can seriously hinder your progress.

And I cannot have that. So read on.

Words are Power

When you are so gracefully expressing what the fuck you do, be conscious of the “will”, “can”, “might”, “maybe”, “perhaps”, “could”, “help” words.

If used incorrectly, they undermine your attempts to establish that you is da bomb diggity. You dig? For example:

“This program could finally begin to help you fill your client calendar.”

OR

“Begin to fill your client calendar, once and for all, with this program.”

Feel the difference?

The second sentence, besides being result-oriented, feels more authoritative because the reader can feel the confidence you have in your program. So, you’ve taken another step in the “kill the goddamn doubt” part of writing copy that triggers action.

You dig?

But I Naturally Talk Like a Wuss

So. You’re screwed.

Not really. It means you’ll need to practice a little more. It means you’ll need to develop that core belief in your own fucking program. It means you’ll not be writing like you talk. Or you’ll be developing new language patterns LOL.

Seriously, your belief in yourself and your work has to be deeply conveyed in your writing or people feel your doubt.

And, in turn, doubt you, as well.

We cannot haVE that.

We can haVE you being all heart-centered and soft, just not insecure. There’s a massive difference.

Insecurity bleeds through everything. I don’t even know how to explain it. But pay attention. 1OOOO%! Especially in social. You can read some chick’s post in a group and your brain, by the end of the post has made a decision: “She’s a bitch, I’m not working with her.” Or “Fuck, YEAH! She gets it!” Or “NEWBY.” Or...you get the idea.

Listen as you scroll through post after incessant post on Facebook and see what your mental reaction is. And when you come across posts that feel REAL and RIGHT? Pay attention to the language.

Confidence is Conveyed Subconsciously

It’s conveyed in words choice and sentence structure. It’s conveyed in (online) behavior, as well.

Develop that deep core belief in yourself and the work you do and let THAT guide and inform your language.

That’s the best way to build authority in your writing. Period

Dig this up and you’ll never season your site with vanilla again

Emotion is a switch that vanilla cannot flip.

And it’s a well-established fact that emotion is the basis for buying. Without it, likability isn’t conveyed, authority isn’t imbibed, credibility is evaded and sales/signups? Blocked. 

So how do you caress that switch into the “on” position? 

By connection. 

By allowing yourself to become deeply attached to what you’re selling and who you are selling it to. And by allowing yourself to express that connection via your charm and fucking wit. 

Vanilla is the hindrance of all of that. 

It’s a facade and a mask that says, “I REALLY want you to like me, so I’m not going to let myself out here TOO much.” Or “Wait, I’m not really sure what the fuck good my program is, so lemme just skirt the edges here.” 

And if I’m being painfully honest here (did you expect much else??), it’s also the result of the resentment of the written word. I kid you not. Many of my clients come to me simply because they despise writing, so they’ve skated along with minimal bullshit and fewer results. (Can you imagine??)

Whatever your reason, the result is the same: Lack of connection with the reader and lack of impact on your business. 

What IS Vanilla? 

“Are you ready to leap into the life you love?” ← WHAT? Your brain shut off at “are you ready to leap”.
“What if you could stop commuting every day?” ← HUH? You shut down at “what if you could”.
“Social media that actually gives you a return on your investment.” ←  YAWN. 

I’m going to say them again. With utter lust for what I do as a coach: 

“Mornings spent wallowing in the silence and splendor of the dawn. Days overflowing with girl time and massages. And clients that effortlessly find you. It’s not your imagination. It’s your reality. Because you’ve said yes to you, to everything you deserve to become.” ← I’m just hazarding a guess here, but I’m thinking you stayed awake for that one. No? 

“Email after email. ‘I’d like to book 3 months with you 1:1.’ ‘Are you sure your waiting list won’t be clear for six months?’ Or ‘I’d love to start asap’. Because you finally gave the nod to that yearning in your soul to help people crush their inhibitions and blocks. Telling your boss good-bye was the best thing you ever did.” ← No? Didn’t like that? Did you like “What if you could stop commuting every day” better? 

“Social systems suck. Unless you have a lock on your content that brings back $200 for every $3 you spend. This is the last social media system you’ll ever WANT to invest in.” ← You be the judge. Which one grabbed you harder? 

See? Vanilla is the boring spice that makes cookies and cake taste all yummy. But it’s the spice that drains your copy of anything that could warm their hearts. 

So What’s the Fix? 

Fall in mad fucking love with your shit and shout it from the rooftops of your site and social. Let that fire be the guide for every emotion you want conveyed in your brand and products, so that the people you want buying find themselves unabashedly magnetized and drawn to your deep dark places. 

Free write until you’re sick of seeing it, then edit the fuck out of what you wrote and there’s nothing there but your soul. 

Kill every nagging naybob in your outrageous head. Your mother’s demand for perfection. Your father’s need for control. And your husband’s need for the remote. All stacked against you in a whirlwind of “Wtf? Why am I not good enough???” You are. And NO ONE IS GOING TO SAVE YOU. You have to be the one to bring yourself to that realization, however you do that. 

There’s a deep-seeded love for what you do somewhere inside. Dig it up and create copy that they can’t let go of so buying from you becomes automatic. 

Use Less Words

ALLLL THE WOOOOOORRRRDDDSSS!! 

For the love of all things unholy, PLEASE stop this. 

Just kidding. It's not all THAT dire. But it is a problem. And if you're doing it, you need to stop. 

I'll leave you to be tortured by the car vlog and your own ideas of, "Oh, shit! Is she talking about me???" 

Rest assured. I likely am. 

OMG. Why are you taking me so seriously? Chillax, bruh! 

Hit me. Let me see your link and let's see if you're doing this ;) 

An Easy, Peasy Way to Pen Masterful Copy

For one moment, these words are not words written on a page. For one moment, these words are stars peppering the universe. And only for you.

Because they’re stars of hope, longing, desire.

They’re stars of need, lust, and greed.

They’re the stars of every emotion wrapped inside your heart.

And they’re breathed into existence for this single reason: Action.

But so often, copy falls short of emotion. It’s written all dry and crumbly like overdone toast, as though its creator was afraid of being “too” expressive. And he/she might have been. The writer might have been afraid to stand before the demons of the shadow and look into the souls of the readers.

Because among the demons are where their deepest emotions have taken root and in order to pull those feelings safely out, they have to be willing to see the darkness and all its wondrous glory.

Those demons will fight hard against you when you write, but if you let them win, you’ve lost the reader and the action.

How to fight the shadows to pull out emotion-driven action every time:

  1. Know thyself. Yep. You saw it again. Know all your own whys. Know your product or service and all its glorious capabilities to change the lives of the buyers and to help them overcome those pesky dark overlords of their souls.

    Because this copy, this art, is created to speak to the whys behind your motivation, as well as the following, so don’t be afraid to use all the colors of your own soul in your body of work.
     

  2. Know the victims. Know the victims whom you’re trying to save. Know their whys and wherefores.

    Understand that her need to drive an X Class is driven by a childhood wrought in poverty, her need to know she’s finally left that behind, the desperation and longing to be “free” from the reasons she could never have designer clothes when she was younger. And not driven by vanity.

    When you know what your service means to the deepest parts of those you’re saving, you can express it completely and fully with the smallest detailed strokes of the bristles.
     

  3. Understand the flow of the pieces you’re writing.

    About page copy laden with “I”, “I’, “I’ expresses so much more than your story. It expresses the writer’s ego. And ego, my friend, rarely wins hearts.

    Home Pages that are long and wordy...rambly??...don’t lead to the next phase of the sonata, the About. So keep your copy concise, clear, and dancing on the backs of the clever. And know how each page of your play is read, so you can write to those strengths.
     

  4. Don’t be afraid of the dark. Many want to keep their bodies of work light and airy fairy, but the true change comes when you face the shadows of the forest of the soul. That’s when you pull their deepest fear to light to banish it from existence.

    Create brush strokes on the canvas of your copy that the reader becomes absolutely mesmerized with and they’ll read all the way to the bottom (happily), on your emotional roller coaster, and breathe a sigh of relief when they get to release that anxiety and pain in pushing the button to book or buy.
     

  5. Understand that some scenes are better left on the cutting room floor.

    When you create the scene and the art around your product/service, you’re going to get carried away at the magnificence of your own piece that you’re going to find yourself adding scene after scene to the script.

    But beware. Too much is never a good thing when it comes to copy. Consumers of your art will shun long, arduous attempts to create a picture that isn’t on-point. So let yourself fall into the flow, but then, allow the extra to be cut away without creator’s remorse.
     

You see, copy is an art. It’s not a stringing together of words without meaning. They are meant to drive an action and what better way to get a reader to do that than by putting your entire soul into what you create for them?

Don’t get lost in the message. Get lost in the art of the message.
 
 

5 Steps to Higher Order Business

In this world of internet income, marketing funnels, and an overflow of “coaches”, you have to be able to take the following 5 steps to reach higher order business. To get out of the pool of Mediocre that most entrepreneurs swim in.

I warn you, below is a reflection of my thoughts and experiences and I suck at candy coating. So, if you’re prone to butt-hurt? Exit, stage left. Actually, read on and then move on.

Higher order business is an art. Sometimes it’s real art. Look at the musicians killing it out there (not the goddamn bubble pop bullshit, but REAL artists who write and perform their own music). Look at Richard Branson, over 400 companies and growing. Look at all the successful higher order businesses that function on a different plane than most of us, the ones that experience success after success and do unimaginable things.

They do that because they know and live by the following 5 steps.

  1. Know thyself.

    MJ Keenan says, “Know thyself.” Gary Vaynerchuk says, “Be self-aware.” I say, “Give yourself fucking permission to dig beneath your flesh to discover who you are on all levels.”

    But just because you WANT to be a successful entrepreneur, doesn’t mean you WILL be one. Just because you WANT to be the best copywriter doesn’t mean you WILL be (that’s my job thankyouverymuch). What you want and what you are capable of and are WILLING to do are, sometimes, two very different creatures.

    I’d love to be leaner, more toned, and more flexible, but it doesn’t mean that I have the wherewithal to put the energy into it. Right now.

    Same for you.

    What do you say to yourself over and over that you want, but you don’t see yourself working for?

    What do you say you want and are working every fucking day for?

    What scares you? What makes you uncomfortable? What do you love? What do you feel is changing in you?

    Disclaimer: Your emotions serve only to fuck you up. Pull them out of these equations.

    Use cold, hard facts to answer them. And if you can’t? Find 5 people you’re closest to and ask them to give you objective feedback on their thoughts of who you are at your core. Take notes. Use that to inform the path you need to take to become the person you see in your dreams.

  2. Become a (Beast) Master.

    All of you out there whining about the word “hustle”, what the fuck are you doing all day to become masters of your craft? Writing a blog post here or there and calling it a day? Sending out an email and waiting to see how it’s received. Dropping some posts on Facebook to see if any clients bite?

    Fuck that. I want what I want and I am willing to work my ass off for it. Anybody who’s not working their asses off to hone their art is a hobbyist at best, not the apprentice working to become the master.

    If you want to master your craft, whether it’s marketing, writing, painting, jewelry making, or a lightbody worker, you have to practice. Sometimes it’ll be for free. Sometimes it’ll only be for you. Sometimes you’ll actually earn a killer living at it because you’re better than most.

    And it would be a disservice to any art to say that we might actually become masters, but we can become the best stewards of our arts as we can and HOPE we’re labeled as such when we’ve exhaled our last breaths and are laid down in the cold dirt or gone up in that funeral pyre.

    So. What are you doing to practice your art? When are you practicing? Are you consciously practicing or just throwing shit to the wind and hoping you’re getting it right?

    Your Challenge: Find ways to truly devote time to FOCUSED practice each day. Even if it’s free coaching. Because the better you are at your craft, the more the world needs it.
     

  3. Do that shit the way YOU want to and FUCK WHAT THE WORLD THINKS.

    Whatever your goal is FUCK the way they say it “should” be done. Artists are out there doing shit their way and making a KILLING at it. If you’re reading blog after blog and looking for a magic formula, all you’re going to get from it is time lost to nothing gained.

    Do what you love. Do it the way you want to. And be consistent. Don’t sweat the latest funnel techniques or the newest fad in video marketing. Do it and share your story, however that looks for you.

    That’s the only catch to ALL of this. You have to be willing to share your story because if you’re forcing marketing, you’re not creating art. You’re simply chasing dineros, not passion. But HOW you share is your choice. Your preference.
     

  4. Develop Tunnel Vision.

    This is FUCKING KEY. THIS is how you reach the highest order of your business. Because if you’re busy spinning in Facebook circles because, hey, that’s what you “have” to do, you’re not going to get where you want to go.

    Now, there are a ton of internet marketers out there disguised as coaches and powerhouses who are killing it by spending hours and hours pinging people and peddling their wares. That’s because that IS their art. If that’s not your art, stay out of there.

    Tunnel Vision is your unfuckingrelenting determination to achieve your goals. It’s how you stay in your lane, avoid comparisonitis, and start owning the minutes you’re granted everyfuckingday.

    Fix: The next time you catch yourself scrolling, stop and ask yourself what you should be creating instead. What’s going to push you toward your goal? What’s going to get you closer to mastery? Do that.

    Keep a dedicated list of all the parts you need to build into place. Keep an idea book specifically for your craft. Keep yourself accountable or join us in Fire of the Diamond because I’m happy to kick your ass into gear everyday.

    Just focus. Fucking. FOCUS. ON. YOUR. ART.
     

  5. Listen. Deep.

    There are going to come times where you’re not sure what your next step should be. Do you say yes to that podcast? (Yes!) Do you move across country? Do you put on your big girl panties and take the high road to your dreams?

    All of that is inside you.

    All you have to do is listen. And listen deep. Your intuition, your gut, your higher self, whatever you want to call it, it’s there. But you have to cut through the noise to hear it. You have to shut people down and listen to NO OTHER OPINION BUT YOUR OWN.

    You have to be able to read your body’s physical reactions to the questions you ask yourself. And use those answers to determine what is right for you.

Being successful and working a higher order business comes at a huge price. Usually one that costs you to lose who you were to become who you were born to be. But only if you’re willing to take the above can you make that happen.

The most liberating thing you can do

Why are you wearing that?

OMG you listen to that music all day long?

How can you drink bourbon before 8am?

No matter what you do, there will be people who don’t like you. They won’t subscribe to your ways and they’ll suggest you change.

And you can.

Then you can kiss it all goodbye.

Because NOTHING is worse than living for someone else’s dreams. Your purpose will dissipate before your eyes when you stop feeding your hopes and desires.

Your life will become one of emptiness and regret.

And your business?

Bitch, that shit won’t even EXIST anymore.

Your business IS YOU.

It’s your voice in a world waiting for you to show up and offer your gifts. Because believe it or not, you CAN help them.

But only if you’re willing to OWN WHO YOU ARE. Because THAT is the most liberating thing you can or will do. Ever.

You might not be bourbon-before-8am. You might not be Lamb of God and Tool. You may be ABBA and One Direction. You may be wine after 5pm.

Regardless, you have to own that shit. And LIVE it.

Being unabashedly you creates a resonance that your ideal clients and your customers cannot ignore. It allows you to speak with authority about the things that matter to your potential clients. Being unabashedly you allows you to own the credibility on which all businesses are successful. It allows you to post content easily and effortlessly because you know in your heart what they need to hear and you are no longer afraid to say it.

But you have to be willing to break down the walls of structure and authority that have told you your apple pie isn’t good enough, that you need more sugar in your recipe. You have let go of every fucking negative thing you’ve been taught to believe about yourself.

In the Art of Sass, you get to go through exercises of breaking through those voices that you hear in your head that aren’t yours.

You get to chip away at the you they’ve told you you have to be to become the you you were born to be.

Because when your Sass is all out there:

  1. Potential clients can’t help but adore you and will be ECSTATIC to work with you.

  2. Work flows in because you’re showing up out there in a way that makes you feel good, no more forced posts or misaligned connections.

  3. Money becomes the secondary reason you run your business, opening the door for even more of it to roll in.

Your Sass is YOU. And you are your sass.

Own it.

Own the fuck out of it.

If you doubt who you are, what your purpose is, or why you do what you do? Look inside. Are you owning your shit? Are you being true to the things that call you? Are you listening to your gut or your ego?

Listen. You know if something is off in your life or in your business. Listen and correct it.

Be ABBA. Be One Direction. Be Pink Floyd. Be whoever you are.

Because you are a fucking legend.

THE reason you don't want to keep putting your list last

The names on your list didn’t end up there because they only want to hear about promos and specials - they signed up because you have something valuable for them: Your knowledge.

They gave you access to their personal space, to their attention.

And if you’re only emailing when you think about it or when you want to sell? You’re pushing that gift of their time away.

But if you keep them warm they’ll stay because you make it worth their time to read by giving them what they need.

Ignoring your responsibility to email your list is ignoring the free money it has the potential to make for you.

I don’t know what to write.


You know your client better than yourself, right? Then you know what to write. The problem is everything is all jumbled up in your head. Where do you start?

Start with at least 5 questions (up to 10 if you’re feeling froggy) that you get asked, or take the 5 solutions that you offer - and twist them into emails that bring a shit-ton of value.

How often do I write?

Each list relationship is different. You have mega mailers out there who send MULTIPLE TIMES A FUCKING DAY and their lists dig it. Then you have some that are good with once a MONTH!

It depends on you.

I like the semi-aggressive route of 2-3 times a week, not a GODDAMN day. But if you’re just starting you need to do a minimum of once a week. That’s the “scraping by” method, but it works to keep you top of mind while you do the things you have to do to make money from other sources.

Your email list is a poppyfield of info waiting to be harvested.

These people have said “YES” I want you coming around with your smarts and making me smarter.

Now you have to give them what they want.

Then study the data it brings to know what works.

Don’t just keep pushing send without checking your digits to see what the subject lines they are clicking, what links they are clicking, etc.

Because when you know that, you can tighten the content and get better and better at what you’re delivering so you get better results.

That’s when the gold begins to mine itself.

Maintaining an email list is maintaining an open line of very personal marketing that can prove to be more lucrative than Facebook – if you do it right.

Because if you nail subject lines, the 20,000 people on your list have a greater potential than 2% of your Facebook peeps who may or may not scroll past, if they even see it.

You’ve got a powerful asset that needs developing. Do it and watch it become your best and biggest earner.

A Study On Humans

Every once in a deep and wide while, you come across something you can’t get enough of. You live it and breathe it.

It consumes every ounce of your heart, even if you don’t want it to.

If you’re among the lucky, it’s your greatest love and your soulmate.

If you’re an artist, it’s your craft.

Fortunately, I’m a Scorp, so it’s everything I do. From my best friend to the last period of the thing I’m writing.

Today, though it happens to be Maynard James Keenan.

Tool was a powerful face back in the day, but having tripped face first into it again, I’ve found so much more than I knew back then. And OMFG.

  1. He’s insanely talented. The words always pulled a lot out of you when you REALLY listened to them. The imagery, the pain. It’s your own soul handed to you.

  2. His tenor, haunting and soothing, puts you into another world: wakes you up and it can drive your soul if you let it.

  3. He doesn’t want you to be MJKeenan, he wants YOUR OWN LEGEND to drive your soul. For you to think for yourself, act for the good of those around you and be the best at what you do.

  4. For me, there’s a HUGE disconnect between what his images show and what his words say. Like, you look at Randy Blythe, you see this tall surfer/singer/photographer dude and you FEEL that. But looking at MJK is like looking at a hollow shell that carries a soul too big for this world. It’s the trippiest shit to me. You can’t look at him and get a real sense of who he is.

  5. He challenges you to dig deep into your own beliefs and thoughts. His lyrics, haunting and dark, project images that you will either identify with or recoil from. And if you recoil, it’s likely because facing your own darkness isn’t something you’re prepared to handle.

  6. A perfect union of contrary things, he is. Military - trained (and served), art - driven, philosophy - centered, MJKeenan envelopes a paradox that many can’t fathom. How does such a free - thinking, rule - breaking artist serve in the military and get to West Point???? Read the book. It’s fucking fascinating.

  7. Bonus point. He’s got a fucking Scorpion tatt, big as fuck, on his back. And of all the shit that wouldn’t amaze me, that does.

Tool lead me to a Perfect Circle. A perfect circle and my own adult filters engraved by the trials of relationships and motherhood led me to dig deep into lyrics. The lyrics bled from another soul to mine lead me to the book. The book led me to all things Maynard James Keenan.

And today your lesson is this: Humans are mind - blowing creatures. Once you bleed for them, they won’t be able to get enough of them.

PS? If you someone who creates that business reader bond, Holla. I bleed for them every single day.

Create an Experience They’ll Come Back For

Create an Experience They'll Come Back For

NOBODY comes back for vanilla.

EVER.

Vanilla is everything NOBODY wants to be.

And YOU, mofo, are so much more than that boring-ass shit.

You want them to come back again and again. You want them to drool over your every word and make them feel like the legend you’re building.

YOU NEED TO BE THE FUCKING RICHEST, MOST DECADENT CHOCOLATE MOUSSE TOPPED WITH PISTACHIOS AND THE CREAMIEST WHIPPING CREAM IN THE FUCKING WORLD.   

And if they don’t like shit so creamy they can’t breathe? You don’t need them.

Get them addicted to you

By showing the fuck up.

By being the you-iest you you can be.

Create a Home Page that teases them into loving you before they do. Use the words they long to read. NOT same ole “Welcome” bullshit everyone uses and makes readers want to throw up over.

Create an About that has fuck about YOU on it, until they reach the bottom half.

Create a Work with Me that exploits their pain so they can see the beauty of the pleasure they’ll have after working with you. (Good copy is torturous copy. Don’t be afraid of it.)

Create sales pages that reek of blood and sincerity of commitment to their happiness, and sincerity of a deep and authentic YOU.

Because in all of this? There is ONE resounding thread that echoes throughout each and every page’s target: Move them with your truest spirit into the action you want.

THAT’S how you create LEGENDS. THAT’S how you make them want you so bad they come back for more.

Be real.

Be honest.

Be fucking YOU.

WHY do they want to see YOU?

Because you ARE their solution. You have the things they need to become a better THEM. And because YOU? In all of your flaws? Are a thing of beauty. Of salvation. Of paradise. For them.

You have the spark it takes to get them from A to B. And the only way you can do that is by being unabashedly you.

By developing the IT you were born with.

And by splattering that blood EVERYWHERE.

The Problem

So many people live through filters. “I can’t say THAT.”

“I can’t DO that.”

FUCK that.

THAT is who you fucking ARE.

And 10 years ago? You could have built a profitable business on the “perfect world” premise.

Now? If you can’t be YOU? You can’t expect to win. For long.

I added the “For long” part because some motherfuckers ARE able to take advantage of people. For a little while. Then, they can’t keep up the charade any longer. People sniff them and their inauthenticity out and are forever turned off.

You cannot bullshit people. They can smell it. I’m a Scorpio, so everything I read comes with a hint of, “WTF!?” But I have discovered most are not built that way.

Many are built to lie and deceive.

But the majority, who are ready for success, learn how to be themselves. Without restraint.

What Being You Does

It creates connection. Relatability. TRUST.

And when the copy they read magnetizes them to your pages, that connection, that trust, deepens with each word.

Trust is the foundation of money. Sales roll in when they smell the real you on the pages and see how much they need you to help them get over their struggles.

Being you is the fastest, most effective way to grow. You grow your list. You increase your book sales. You book more Discovery Calls. You sign more contracts.

Create an experience they want more of.

Just like a LEGEND should.