BREAKFAST

Sometimes you discover marketing gems
in the oddest of places.

For me... it's almost always when I'm
AWAY from the computer.

My latest little "braingasm" came while
I was in Asheville, North Carolina last
week.

And it's changing the way I think
about ALL of our marketing.

More on that in just a bit.

But first...

If you get a chance, I highly recommend
taking a trip to Asheville. Even if it's just
for a long weekend.

One of the friendliest cities I've ever
been to.

Wonderful hiking. Amazing views of the
mountains. Breathing in that fresh,
cool air.

Especially at the top of the Blue Ridge
Mountains.

Plus a ton of cool shops and restaurants
downtown.

The City Bakery was one of my favorite
little cafes. Best breakfast I've had
in a looong time.

Delicious, warm cup of coffee in hand.
And a cinnamon roll that just melts
in your mouth.

Good thing I was doing all that hiking
to balance out those calories.

#SoWorthIt

I took hundreds of pictures. Like one
of those crazy tourists.

I'll share some soon.

Promise.

But back to what really makes Asheville
interesting.

...

The PEOPLE.

We met so many amazing people in Asheville.

Tourists. Locals. Restaurant owners. Singers.
Songwriters. Artists. Retirees. Baristas.
Motorcycle Enthusiasts.

You name it.

We met them.

And had some of the most interesting conversations.

Always a little easier when you have
a beer in hand :)

People open up like you've known them
your whole life.

And this got me to thinking about business.

I know... I shouldn't be thinking about
work while I'm on vacation. But I just
can't help myself.

So I thought...

What sort of "liquid courage" would get
your customers talking about their
deepest desires?

Their biggest problems and frustrations.

Hopes and dreams that they rarely even say
out loud.

Because that's the stuff that good copy
is made of.

Speaking in the language of your customer.

Like a normal person!

Not all that hype, scarcity, and cringe-worthy
copy you see all over the web. Usually with
big red headlines and yellow highlighting
all over the place.

Like a 4-year old came and started coloring
on the wall.

(Confession: I totally did that when I was
a kid.)

But if you can write (or speak) in the
language of your customer - making the
sale is like going down a slip 'n slide.

A LOT less friction.

This is where my little braingasm began.

Marketing is ALL about knowing your people.

NOT being a master copywriter.

In fact, you don't even need to be that
great of a writer.

You just have to listen in to the
conversations that your customer is
having inside their head.

That's where all great copy comes from.

Speaking in the language of your customer.

And tomorrow...

I'm going to share with you how to
craft messages that fit your prospect
like a glove. 

* I'll show you how to read your
customer's mind. (No crystal ball
or liquid courage needed.)

* How to create Facebook Ads that attract
hundreds of likes, comments, and shares.

* How to write irresistible, click-worthy emails.

* How to build a tribe of raving fans who
save and print your emails to savor
with their evening dessert.

* And of course... make more sales.

Because let's be honest.

That's really why we all want to be
more persuasive.

This ain't just pretty words we're
talking about. But the RIGHT words
that lead to a sale.

More on that tomorrow.