The Ethics Of Marketing

Just because you can sell something, it doesn’t mean you should.

As direct response marketers we possess a skill that very few people have. It’s magic. It’s literally the ability to create an offer that is so compelling it causes a complete stranger to open their wallet and send you money.

And with great power comes great responsibility. (Thanks Uncle Ben!)

Copywriters are force amplifiers. We can magnify someone’s message, both good and bad. And for that reason it’s important we choose who we work with carefully.

Direct response marketing can be used unethically to sell products and services where the sole purpose is to benefit the business owner. Doing so is wrong and does more harm than good.

On the other hand if you have a product that you’re certain can improve someone’s life it is your responsibility to get it into as many hands as possible.

Doctors have to take a hippocratic oath upholding ethical standards. Maybe it’s time marketers do the same.

Escaping “Analysis Paralysis”

Good morning, good morning! Adam Nolan here. 🙂

But you can call me Zorro.

Or at least that’s what 7 year old Adam would have preferred. You see, I was going to be Zorro when I grew up. 

I loved Zorro movies. I had the mask, the hat… the sword with the little chalk bit at the tip. And of course all my neighbours knew Zorro lived in the area too! Good thing chalk wears off ;). 

So about 20 years ago, when the movie "The Mask of Zorro” came out I was all over that. It was a great. Antonio Bandarez, Salma Hayek and of course, Anthony Hopkins. 

Now I don’t know about you… but my favourite movie scenes are always the “transformation” scene.

It’s the “Rocky Climbing The Stairs” moment. The “baptism by fire”. The journey the main character has to go through to become the hero. 

And in this case, our drunken, lazy slob of a Zorro is getting schooled by the masterful Anthony Hopkins. 

Our new “Zorro-In-Training” has a goal. He's looking for revenge. But he’s not ready. If he goes after his enemy right now he’s going to end up on the “pointy end of the sword,” to paraphrase a line in the movie.

So Anthony Hopkins tells him he needs to train. He needs to practice. He needs to build his skillset and not get distracted. He’s got to stay focused if he wants to hit his goal. 

And in the movie Anthony Hopkins gives him this medallion… 

It’s called a training circle.

And he tells our Zorro-in-training that right now he’s at the outer ring. And as his skill, and talent get better he’ll move closer to the centre… 

Close to his goal. Closer to retribution. 

And it’s that “focus” that I want to talk about today.

It may have come from a silly Zorro movie I fell in love with 20 years ago, but the message is still the same today. 

In order to achieve your goals all you need is focus. 

It’s totally possible (and not even that hard) to live the “laptop lifestyle, fire your boss, be financially independent and stress free for the rest of your life. 

 You just need to focus on what is immediately in front of you. 

One foot in front of the next. Don’t get caught up with the latest and greatest plugins. Don’t plan how you're going to spend your millions. Make a plan and stick to it. 

One foot in front of the next. Because it’s slow and steady that wins the race. It’s that determined focus that helps you hit your goal.

One foot in front of the next. Keep on truckin'. Don't quit. You got this. 

I’m pulling for ya… we’re all in this together. 😉

Cheers
- Adam 

Webinar Registration Half-Life

One of the things I noticed a few years ago when testing different webinar presentation models was that webinar registrations have a “half life”.

What I mean by that is for every 24 hours you make a registrant wait to attend your presentation you’ll loose half of them.

Webinars with the highest attendance rates are the “top of the hour” automated ones – and by a long shot too. Typically you’ll see an 80% attendance rate.

At 24 hours out, your attendance drops to 40%. At 48 hours out it drops to 20% and at 72 hours we typically see 10% or less show up to the presentation.

Most webinar hosts see an average 30% show rate – a blend of all of these numbers.

What does this tell us?

That it’s almost pointless advertising a live webinar more than 3 days out. You’re far better off to promote heavily over 3 days than once a day for a week.

Of course, nothing can beat the 80% “automated webinar” attendance rate. But automated webinars are a conversation for another day.

Cheers
-Adam

Worlds Best Converting Opt-In Page

This incredibly simple, ugly opt-in page may be one of the highest converting opt-in pages in the world. It regularly gets 70-80% sign up rates from cold traffic, has had over 100,000+ visitors go through it and nobody has been able to beat it in 5 years! If you’re a regular subscriber, keep an eye out for this tip! I use it at least once a month… and it works EVERY time!

Why Businesses Fail

I’m frustrated.

I’ve been at this for weeks now.

I give up! I quit.

At least that’s how I feel at the moment. But it will pass. It always does.

And I’ll keep moving forward.

You see, for the past 3 weeks my server (where I host all my sites) has been a bit wonky.

Every 4-6 hours it spins up and uses all the resources at once. Everything lags and grinds to a halt.

Which means when a potential customer tries to buy something, they can’t!

… and that’s no good.

So over the past few weeks I’ve done everything I possibly can to isolate this VERY frustrating problem. I’ve temporarily shut down sites. I’ve sifted through error logs until my vision was blurry. I’ve learned more about hosting and servers than I ever thought I’d need. And still… for the life of me… I can’t find where this damn problem is coming from!

ARGH!

But this “feeling” isn’t new. It’s one I felt many times before.

Like when I was first figuring out what WordPress was and how to install it.

It’s the same feeling I had when I created my first product… and forgot to add a buy button.

I recognize it from my first 2-3 months of paid advertising. Why won’t this damn thing work!

Bumbling around setting up my e-mail marketing sales funnels for the first time triggered it too!

And here it is, rearing it’s ugly head again over fixing these server issues.

But just like before, the frustration will pass.

I’ll dust myself off. Pick myself up, and go back at it with fresh determination – until the problem is solved.

Because it doesn’t matter how many times you get knocked off the horse.

The only thing that matters is that you get back up and try again.

So next time you’re frustrated and want to throw your computer out the window just know that it’s par for the course.

If you’re not frustrated, you’re not pushing yourself.

Frustration is the step immediately before a big breakthrough!

So take a break. Walk away. The problem isn’t going anywhere.

(Maybe go read this article about YoYo’s… )

And then come back with fresh resolve.

Because at the end of the day, the only way you can fail at this… is if you quit.

So no matter how frustrated you get. No matter how difficult the task may appear.

Never give up. Get back up on that horse.

Try again. And keep at it until you win.

You got this.

Cheers
* Adam

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