Archive for the ‘Uncategorized’ Category

These two words generated millions in revenue

February 24th, 2018 No comments

Two words rejuvenated an entire industry.

Two short words, with just one syllable each. A total of seven letters.

Those seven letters turned hundreds of peasants into millionaires. And it will happen again. Maybe it will happen to you.

This story starts with a cow.

Actually, lots of cows.

Or really, when you get down to it, lots of farmers who raised lots of cows.

What’s left when you get rid of the bull?

About 25 years ago, thousands of dairy farmers put their heads together. They wanted to figure out a way to persuade people to drink more milk.

Almost everybody knew about calcium and protein. The healthy angle wasn’t going to change anything. They had to find a way to make milk sexy. Or at least tasty.

The best message they could come up with was this: “Milk goes really well with many different things!”

They were right, but they needed more. They needed concrete examples. Something you could put on billboards.

Finally, they came up with a photo showing a plate of chocolate chip cookies. “Cookies taste better with milk,” was the message.

It was too long. They were paying by the word, and they were just farmers after all.

Then someone working for the California Milk Processor Board came up with a genius idea. The same picture, with a short, two-word question: “Got milk?”

The rest is history. The same question could be repeated endlessly with a new, tempting photograph.

Peanut butter and jelly sandwiches. Got milk?

Birthday cake. Got milk?

A hot, foaming shot of rich espresso. Got milk?

A romantic, candle-lit restaurant, a table for two with filet mignon, pan-seared salmon, a salad of baby greens and caramelized walnuts with vinaigrette dressing, two crystal goblets and…well, maybe milk doesn’t fit in with everything. But you can put it with a lot of good food. And the dairy people found a way to keep reminding us, without ever boring or overwhelming us.

How to harness the “Got Milk” mojo in your business

So here’s the thing. If you look at enough business websites, you see an abundance of bullet points. Each point lists a very valuable service or feature that your business offers. They are all very important. In fact, at any given moment there is probably one bullet point that is vital to a prospective client right now.

The trouble is, they probably won’t see it. It’s hiding from them, camouflaged among all those other bullet points.

Imagine if a giant billboard listed (with bullet points) all the different foods that taste good with milk. Would anybody read it? Would you read it? Do you think the dairy farmers would ever have a reason to run it again?

Instead, we get two words. Simple, easy to remember. And a different food each time. It never gets old. In fact, it becomes a meme. And each time you see another “got milk” ad, you don’t just think about the cookies on the picture in front of you. You think of all the other treats that go with milk.

So, now we come to the big question. How can you use this for your business?

Well, the hard part is to look at all the things you do for your clients, and come up with a common thread. Once you’ve done that, you simply make a list of different scenarios in which that common thread comes into play.

Let’s say you provide technical solutions. Your common thread is that you eliminate downtime. Come up with a simple phrase, let’s say, “Zero downtime.”

Next, you get some stock photos showing things that might cause downtime. A building on fire. A virus. A blank, blue screen. Earthquakes.

You also get short testimonials from real clients describing how you saved them.

You pull out a case study or two.

Now you’ve got a collection of things you can show in a daily Facebook post, a tweet, on Instagram and so on. Each picture, quote, or story is accompanied by your logo and the words “Zero Downtime.”

Business owners will see this, and every week or every day they see another way you help them from losing valuable productivity. And it never gets old.

In fact, this technique has been around at least since the 1950s. In a book that’s considered the Bible for copywriting, Eugene Schwartz dedicated a whole chapter to it and coined the term “intensification” to describe it. (I know a lot of my readers are copywriters. Go back and read chapter seven!)

Hopefully I’ve given you some food for thought. (Got milk?)

But if you want some help, I’d be happy to brainstorm with you. You know where to find me.

Advertising spoofs and copycats of

Please don’t steal this idea from the California Milk Processor Board. They’ve been copied enough already.

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3 simple steps to build your most important asset

September 19th, 2017 No comments

Suddenly,  thousands of people (now almost ten thousand) were liking me on social media.

All it took was a touch of misguided energy and a few frivolous comments during my lunch break.

In the last post, I told you the whole story. I also showed you two ways you could become famous on a social media channel. If you missed it, you can read all about it here.

But there’s a drawback to fame, especially for the social media fame that’s so easy to acquire:

Most of your followers, the people who give you upvotes and likes on social media, will never be customers for the products and services you offer.

Lucky for you, there’s a better way. There’s a great asset that you can build, which will bring wealth and predictability to your business. If you are an artist, this is the secret to gaining 1000 true fans, and more.

Let’s make this simple. Suppose you run a coffee shop. There are at least three different kinds of customers who will walk through your doors:

  1. The regulars. These are the people who come in at the same time each day or each week, and order the same thing. If you know enough about your regulars, you can make a fairly accurate prediction of how much revenue you’ll earn, at minimum, every month.
  2. The fans. These people aren’t regular, but they know you’re in business and they like your coffee. When they happen to be in the neighborhood and they want to grab a bite to eat, your coffee shop will be one of their first choices. If they happen to hear that you’re offering a special, or hosting a poetry slam or some live music, there’s a good chance they will show up.
  3. The foot traffic. They are in the neighborhood. But they may not know you exist, or if they do, they don’t have a strong opinion one way or the other. If they happen to walk by while they’re thinking of coffee, you might get their business.

Most businesses focus their marketing efforts on building more foot traffic. But I know my readers are more sophisticated than that.

Your marketing strategy should be obvious. Turn the foot traffic into fans. Turn the fans into regulars. There are a lot of ways you can do this. Start a Facebook page and encourage every customer to join. Ask them to follow you on Twitter, and then tweet photos of your delicious food and drink every day. Get ratings and reviews on Yelp and other sites.

Whatever business you’re in, you’ve probably started doing something like this. But there’s a limit to how effective you will be. Almost nobody will find you on Yelp unless they are actively searching. Facebook posts and tweets have a very short half-life.

And what happens when Google changes their algorithm, Facebook changes their policy, or your fans and followers shift their attention to a new social media platform you know nothing about?

Your influence can drop to zero overnight. And it might take weeks or months to recover.


Bulletproof marketing secrets from the Bold Words Cafe

Lucky for you, there’s another way. Let’s go back to my favorite coffee shop, Bold Words Cafe, and see what they do.

When you go into the Bold Words cafe, the smiling barista is going to offer you a few extra goodies. Now, don’t confuse this with some kind of loyalty or incentive program. You’ll be missing the whole point.

Bold Words Cafe (BWC) might offer you a special stamp card, where your 10th drink is free. They’ll give you a VIP invitation to all of their live music and comedy events, maybe even a free download of some of the highlights from their best shows. They’ll let you in on their “secret menu” and regularly give you special coupons and deals.

All they ask in return is your email, so they can send you all the information, news, and links. All the cashiers and baristas are trained to do this. They keep making offers, and try to get the email of every single person who comes through the door.

Even if you’re just foot traffic, there might be something in the bundle of goodies that appeals to you. If you’re a fan, you’ll almost certainly be interested in the offer. If you’re a regular, then this is a no-brainer.

Now look what happens. BWC has your email and your name, at minimum. And you gave it to them because they offered you something that you want.

In other words, everyone on that email list has an interest or desire for something provided by the business. It’s a solid gold list of prospects.

This is why you should build an email list for your business. But don’t just take my word for it.

Corey Dilley, the Marketing Manager at, says “Email marketing consistently generates 80-90% of our landing page traffic when we launch a new campaign, piece of content or product feature.”

Noah Kagan, founder of the 7-figure business, states that “90% of our revenue comes from emails”

In fact, according to the Direct Marketing Association, email marketing delivers an average 4300% Return On Investment in the U.S.

If Google crashed tomorrow, Facebook declared a moratorium all commercial activity, and Twitter was taken over by communists, you could still keep promoting your business, getting back $43 for every dollar you spent, just by using your list. It could be the end of the world as we know it, and you would feel fine.


Do these three simple things and watch your own list grow!

Let’s leave the Bold Words Cafe, and see how a list could work in your business.

If you’re using any kind of social media, you can simplify things by thinking of it as “foot traffic.” Your upvotes, followers, and “likes” represent one person getting exposed to you one time.

At a bare minimum, you should give these viewers a way to sign up for an email list. Here’s a fast way to do it:

  1. Put a prominent email sign-up on your website.
  2. Make sure all of your social media profiles include a link to your website.
  3. Add all your existing customers, past and present, to your list.

If you do just these three things, your list will start to grow. That should be enough to keep you busy this week.

In the next few weeks, I’ll give you some ideas on how to create incentives to get more prospects to join your list. You’ll get some ideas on what kind of emails to send out to your list. I’ll even hand you the blueprint for a sophisticated system that automatically attracts and signs up new prospects for your list.


All you need are these 3 things to build a client magnet

July 27th, 2016 No comments

social-media-marketingIn late 2001 I picked up a book that changed my life.

The Well-Fed Writer was written by an accomplished salesman, and the front cover promised “Financial Self-Sufficiency as a Freelance Writer in 6 Months or Less.”

The cover offers a clear benefit, financial self-sufficiency. Who doesn’t want this?

But we all expect to get there eventually. It’s called retirement. Some day 89 years from now when my arthritic fingers can’t hold a phone and I dribble half-chewed bagel crumbs at the networking breakfast, I’ll be able to break the piggy bank and cash in on that 10% of my income that’s been compounding away all these years.

I’m not looking forward to it. So why would I want to read a book about financial self-sufficiency?

This book cover also provides a number: 6 months. The number adds credibility and appeal to the benefit. You could be financially self-sufficient this year! That’s a different story.

I’ll buy your book, and 6 months from now I’d better be working from a laptop in southern Italy, with a saucer of green olives on the table and a shot of grappa in my espresso. (It didn’t turn out exactly like that, but I was close)

Benefits and numbers. That’s all you need to attract buyers. But you still need to tell them what to do, or all their enthusiasm will go to waste. Click Here. Buy Now. Enter your best email. Call this number.

Want a few examples?

  • 5 essential tools every blogger should use (a Tweet with a link)
  • Learn public speaking in 3 days. Call this number.
  • When you fill out the form below, we’ll send you our best practices checklist, which cut our operating costs by 17% last year

Here’s mine: Build a lasting presence on all the major social media sites for less than $500.

So, to sum it all up, here are three things you need for a quick, hard-hitting message that will work as a headline, title, or Tweet:

  1. A benefit
  2. A number
  3. A call to action
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Rule the Tube: 7 Useful (and slightly badass) ways to crush it on YouTube

July 20th, 2016 No comments

YouTube_video_managementFour billion a day. That’s how many YouTube videos are viewed every 24 hours. (Sources cited below)

That should be almost enough reason to be in on the YouTube game. But that’s not all. Google owns YouTube. YouTube videos consistently come get high page rankings, and 70% of adults have watched videos or listened to music on YouTube.

You probably have some video content somewhere in your business. I’ve talked about ways to use your videos here. Today I want to give you 7 tricks that will help you make the most of your videos, and dominate YouTube.

1. Use “Headlines” as your video titles

Your title should make viewers want to see the video. The secret to writing a magnetic title is the same as writing a headline. Magazine writers have known how to do this for decades–their livelihood depended on getting viewers to read their articles.

You don’t need to reinvent the wheel. Just look at the headlines of any popular magazine at the grocery store and use them as templates. Copyblogger calls this the “Cosmo Technique.” Here’s what I swiped for this post: “12 Brilliant (and Slightly Badass) Ways to ____________________.”

2. Infuse your YouTube videos with frequent visual change

The human eye naturally flicks around. If there is movement and change in your video, you can hold your viewer’s attention longer. If you have a person speaking for more than a few seconds, change the angle of the camera-show the speaker from the front, slightly to the side, up close, from a distance.

If you’re using still photos, try zooming in and out, use varying transitions, and try to change images frequently.

3. Emphasize your core message in every video

I always help my clients come up with one to five key points that are at the core of their business. Every bit of content you produce should include a core message. Your flagship video should emphasize the core above everything else.

Here’s why. Your tweets have a half life of less than an hour. But viewers may still see your video years from now. You’re going to spend a lot of resources to make it, so you should focus on timeless concepts to get the most value.

4. Include unique tags to protect yourself from tag parasites

One of the infuriating things about marketing on YouTube is that when someone watches your video, YouTube will recommend other videos. Often these are your competitor’s videos. I suspect there are “tag parasites” who take advantage of popular, well-made videos by using the same tags to promote their own shoddy work.

If you’ve got multiple videos, you can tag them so they recommend your other videos. I have a is two-step secret to doing this. First, have your company name as a tag in every video you produce. Second, spell your entire company name backwards and use this as a tag in every video as well.

YouTube-social_media_marketing5. Make use of Keywords

You’ve probably done some keyword analysis for your business. Your keywords are just as important for YouTube as they are for your web pages. Make use of keywords in your transcript (see tip #7 below) as well as in your tags and in the video description. SEO applies to your videos just as much as to your website.

6. Include urls in the video, and links in the description

When you first create the video, make sure your company and your website are clearly identified in the video itself (usually at the end). At the very least, have your URL pasted across the screen and have your company name and logo in a prominent place. This will save you if someone embeds your video on another website without the links and description on YouTube.

Once you’ve done this, you should also have some live links. In the description section, the first thing you should have is a link to the page you would like viewers to visit.

You can also annotate the video to have links right in on the screen, although viewers can easily disable these. If you’re going to do this, make sure they don’t cover up any critical elements of the video.

7. Include the entire video transcript in description underneath

By putting the full video transcript in the description section, you get some extra SEO juice out of keywords. This also enables YouTube to put closed captions in your video for the hearing impaired. You’ll get good karma, more views, and an all-around advantage for your efforts.

In fact, fill your description section with explanations, links, key words, and a call to action. Most users just post the video with a few sentences underneath.


In 2014 I made 148 videos, most of them for a private homeschooling company. Filming is fun and easy, and the technical work can easily be outsourced if you don’t want to do it yourself.

The great thing about making YouTube videos is the snowballing effect. The more videos you post, the more impact each individual video can have.

Your homework is to make your first video and post it. Just get started if you haven’t already. YouTube is the new press release.


By the Numbers: 125+ Amazing YouTube Statistics

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What should you do with social media?

July 22nd, 2010 No comments

Last week 4 companies contacted me about writing/setting up blogs, FaceBook, and Twitter. This topic is hot, and it’s definitely hit mainstream. Here’s my take on everything you need to know about social media.

Be cool

First off,  a few things to keep in mind.

Social media is cheap, but it demands a lot of time to do it right. Have a plan, approach it with discipline, and be sure the time you spend is worthwhile. Some of your efforts will never get you anywhere. Know who you’re trying to reach, and be sure to entertain and enlighten them or they’ll stop following you.

Twitter’s not so big with the up-and-coming generation, the Millennials.

I happen to know a bit about this, because for the past tow years I’ve been working with a client who is all about marketing to Millennials.  Early last year we co-authored a white paper on social media, which involved interviewing people in their late teens and early twenties–some of them hadn’t even heard of Twitter yet, many of them didn’t like it for some very specific reasons.

Twitter, I think, has the most potential with very close communities. The businesses that use it successfully are the ones with super-eager customers–they want to know the location of a lunchwagon, they’re eager to hear the latest news or research, the company CEO has celebrity status or the product is inherently interesting.

In other words, if your business is full of frequent news that your clients sincerely want to know about, you should Twitter. But if you’re just going to Tweet about what you had for lunch, you won’t get much business from your efforts.

Marketing your face on FaceBook

FaceBook seems to be the best keep-in-touch option for social media. The only people who see your FaceBook are the ones you choose who also choose you. The biggest challenge with FaceBook is that there’s not really a way to separate clients and prospects from friends and family. Here’s what I suggest.

First, get a fan page for your business. This will let you truly devote the page to business, but the downside is a lack of easy visibility. Unless you’re selling something cool that people like to talk about, your fan page won’t get a lot of traffic on its own. But you can fix that.

Post lots of good, interesting, valuable content and then cross promote it via Twitter, blogs, and your regular FaceBook page.

The second strategy is more “soft” but it’s a lot of fun, and ultimately more productive. Use FaceBook and all your other social media to promote yourself, and build your brand. As prospects get to know your personality, they’ll be more inclined to do business with you. As friends and family get to know your business, they’ll be better sources of referrals.

Business becomes pleasure, and pleasure becomes business

This “personal branding” is probably the best part of social media. Whatever business you’re in now, you won’t be doing it for the rest of your life.  But once you’ve build a strong network of friends, family, fellow skydivers and homeschoolers–your network goes with you.

One of the best resources on this is the book Crush It! by Gary Vaynerchuck.

You’re not just a salesman/consultant/CPA/coach. You’re a multidimensional person with many talents and passions, and so are all your prospective clients. Social media lets you put all of your personality into your marketing.

Use social media to make friends, build relationships, find markets and invest time in future clients–maybe the distant future. Today’s posts are like a bond that matures in 10 years (well, maybe not that long). You never know who might be listening, who might be useful.


Business owners: Choose the copywriter you want to write a FREE direct mail campaign for your business

April 3rd, 2010 No comments

Warning: You best ideas are being stolen from you as soon as you implement them online. Anytime you come up with something new and clever, and it works, thousands of Internet-surfing competitors are going to swipe and deploy it. Online, innovation has an expiration date.

One of the best things you can do is figure out ways to market invisibly, doing things that your competitors can’t see.

That’s yet another reason to use direct mail. When you deliver your best marketing content straight to the people you’re trying to reach, none of your competitors will see it. They may notice that you’re beating them, getting more business, stealing market share, but they have no idea how or why.

If you’ve heard people say, “direct mail doesn’t work,” I’m about to prove to you that it does. Not only that, but I’m going to get you a bargain on a powerful campaign.

Here’s how it works. I’m having a contest. A group of ambitious, talented writers will take a look at your business and propose a direct mail campaign. You simply pick the best campaign and implement it. I’ll pre-screen the contestants  so you only have to deal with the best.

I only ask a few things from you. First, you should sincerely intend to use the campaign in the near future, and you should have a way to measure the response (I’ll help you with this). This way, the writer will at least have a solid sample for his/her portfolio with quantifiable results.

Second, your business should be on a growth trajectory that will create a need for future copywriting. I want you to build a relationship with your copywriter. If she makes you rich and famous, you should have the resources and the ambition to engage her again in the future. In fact, you’d be a fool and a loser if you didn’t.

This is meant to be a 3-way, win-win-win scenario.

  • You get an invaluable professional service for free
  • The writer gets a stronger portfolio and excellent prospects for future work
  • I get to add a talented, proven writer to my stable, someone to whom I can outsource work in the future

Drop me an email or leave a comment below if you’re interested.

The rest of this is for copywriters (I know a lot of you read my blogs and newsletters).

If you’re interested in doing this, it tells me two things. First, you’re ambitious and energetic (good). Second, since you’re willing to work for free you’re probably not getting all the work you want (not necessarily bad).

Send me an email about your writing career. Maybe you just finished the AWAI course (or the pricier DMA version), you read Peter Bowerman or something happened that convinced you to take the plunge and go into business for yourself .

Anyway, send me an email about you, your writing, your life. (HINT #1: The subject line is basically a headline. Write a good one or I might delete you unread) Experience and training are important, but not critical. I assume most of the contestants are going to be relative newbies. Your email will show off your copywriting skills, and this is far more important than just sending me a digital resume.

Finally, the disclaimer. I’m doing this because I’m planning to strictly limit the amount of copywriting I take on in the future. I’d rather strategize, plan, and delegate. This means I’m very eager to build good relationships with good writers who will hopefully work for me and my clients.

But there’s no guarantee you’ll ever get any paid work out of this. I know from personal experience that writing for free is usually just that and never anything more, even when people have the very best of intentions. I wouldn’t enter this contest, but that doesn’t mean you shouldn’t.

So what will it be? Are we on? Go for it, if you dare.


This copywriter is in a new location!

March 4th, 2010 No comments

Okay, I know you’re dying to get your next marketing campaign off the ground, and you need some help with the content. I just relocated, so be sure to call me at 213-675-6377.

The email is still the same as before.

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Try this if you’re feeling overwhelmed by social media

October 6th, 2009 No comments

Several years ago, a clothing retailer in Baltimore figured out how to save his family-owned store from the big giants like Wal-Mart that were moving into the neighborhood. What did he do?

He wrote a letter. By hand. He wrote it on a yellow legal pad, embellished it with circles and asterisks, underlined key sentences for more emphasis, and drew in some cute little coupons.

Then he ran off a few hundred photocopies, on the same yellow legal pad paper, and sent them to his best customers.

Marketing under the radar

This funky letter did the trick. Loyal customers flocked into his store the following weekend, and his immediate cash-flow problems were solved.

After that he instructed his employees to gather the name and address of everyone who bought anything in his store. Now he regularly sends out interesting, creative mail to his list–not just for the holidays and new seasons, but practically every month. At least.

His business is thriving, even did well during the past 12 months when so many businesses have been hurting.

His name is Bill Glazer, and you can look up his book on Amazon, Outrageous Advertising, if you want to read more about how he did it and see a copy of the fateful yellow letter. But there’s another point I want to make.

We’re in the digital age, and you should be putting some effort into making Twitter, FaceBook, websites and email work for you. But you’re a fool if that’s all you do. Here’s why.

Everyone gets mail, and at the very least they have to physically handle it in some manner before it ends up in the recycle pile. I can’t think of a better way to come in under the radar, and get right up in front of potential clients while everyone else is fighting for attention in cyberspace.

Get this right one time, and you’re set for the rest of the year

If you can come up with an eye-catching, creative mailing, you’re going to reach your prospects in a way that many of your competitors aren’t even trying to do.

And the beauty of it is that you only have to do it once. You don’t need to post a Tweet every half hour and spend your evenings on FaceBook. You don’t need to come up with a new blog post every day. Once you have a proven mailing campaign, you can tweak it a little and send it out month after month, possibly for years.

Now I’d like to introduce you to the man who can help you.

My friend Gonzalo Tapia runs A Plus Mailing, a family business that has been around for more than a quarter of a century. Gonzalo’s company has survived multiple recessions, and he’s helped other businesses do well when the economy wasn’t.

Gonzalo knows his stuff, from how to do a mailing that gets results to saving a few bucks on printing and postage. And now he’s put together a special guide so you can be direct-mail savvy, too.

You can’t find this anywhere on the Internet today, but we might give you a free copy. If you ask nicely.

There’s a good chance you’ll be able to get the guide from his website in the future, but in the meantime Gonzalo is doing me (and you!) a great favor. He’s giving me permission to offer a draft of his book to select friends and readers.

This isn’t something you can just download off a website. This is strictly a friends and family deal. It won’t cost you anything for now, but you have to ask for it. Call me or send an email with “direct mail guide” in the subject line if you want a copy.


4 secrets to inspired web content and follow-up that get explosive results

June 22nd, 2009 1 comment

This is the economic stimulus you’ve been waiting for. I’ve been thinking and thinking about how I can offer you a FREE version of the workbook and templates I’m putting together for “do-it-yourself” copywriting. I’ve decide just to go for it, tell you how I would do it, and then you can set up your own marketing campaign.

So, here it is:

Getting Your Money’s Worth: 4 Secrets to Inspired Web Content and Follow-up that get Explosive Results in any Economy

This powerful little booklet is based on the 37-Minute Marketing Campaign that I offer my clients. You won’t be able to do it on your own in just 37 minutes, but you will learn some of my best secrets, including:

  • 3 essential elements your website must have!
  • The heavy-lifting power tool that drives conversion
  • Million-dollar advertising on a hundred-dollar budget
  • The single, most important element that can destroy your advertising efforts if you get it wrong

…and much more!

I’ve pulled out all the stops this time. I hope you’ll download this, work it, use every step again and again as customers beat down the door to do business with you.

To download your copy, simply fill out the form:

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Never forget that you’re an expert

June 4th, 2009 1 comment

I was about to give up on this.

For the last few weeks I’ve been toying with the idea of writing an e-book on bike rides around Los Angeles and selling it on my bike blog.

But when I went out on my favorite local ride, thinking about this more and more, I decided that most of the people I could reach probably already knew the routes better than me.

Then a spandex-covered, gloved and helmeted, racing-fit biker in a yellow jersey pulled up next to me on a pricey carbon frame decked out with halogen lights and a GPS odometer and clock.

We talked shop for a while. He was from the neighborhood, and was out on an after-work ride. From his outfit and his talk I knew this was the ideal customer, and I assumed by his garb that he already had a lot more knowledge and expertise than me.

But when I told him I was doing the “Mission Triangle” that roughly goes from my home in Silverlake to the San Gabriel Mission, across to San Fernando and back home, he asked a lot of questions about the route. He wanted to know the distances involved, the difficulty of the ride, and so on.

Clearly I had something to teach him.

You’re smarter than you think you are. If you spend time and effort studying (or better yet, doing) just about anything at all, you’re going to acquire knowledge that others don’t have.

In the information age, your most valuable resource is–well, information. You can set yourself up as an expert by posting a good blog, publishing a newsletter, giving out (or selling) ebooks, or best of all, writing a book.

In our information-heavy age, people are used to finding what they need, and almost nobody falls for the cheesy commercials that drew money from our grandparents’ wallets. You have to build trust and authority, and the best way to do this is by sharing your knowledge.

All you have to do is get over your terminal modesty and remember that you do have knowledge worth sharing.

I can say that for the past two years at least, all the really good clients I’ve acquired came to me because of the copywriting tips and marketing ideas I’ve shared in my newsletter and on my blog.

In those rare times when business has gotten a little slow, I’ve always just responded by giving away ideas for free, telling people what I was doing to get more work and urging them to do the same, sharing stories, posting more tips… and always the work has come back.

There was a time when I told myself, “My clients are successful business people. I don’t need to share this with them. Surely they already know.”

I though about that as I huffed and puffed alongside my fellow roadie, whose far superior rig (and probably better conditioning) made me struggle to keep up.

“Where are you headed now?” he asked.

I told him the street name, and he shook his head. “Never heard of it.”

The next left turn, there it was. I turned away down the street a local biker had never heard of. As I said goodbye, he asked me, “You ever thought of writing a guidebook?”

You know more than you think you do.