Donnie Bryant, Direct Response Copywriter

The Ophiuchus Effect

January 10, 2016January 15, 2011 by Donnie Bryant

Facebook and Twitter were abuzz this week with rumors that a mysterious 13^th sign called Ophiuchus has been added to the zodiac. As the “news” went viral, emotions ran high. You’d have thought that World War III had been declared by the way some people reacted.

Now, I’m not into astrology, but all the commotion surrounding this ordeal can give us some valuable business insight.

Peter Drucker said that “The purpose of business is to create a customer.” No matter what industry you’re in, your product or service is all about people. The dynamic that generated such a strong emotional reaction with so many people can also have a profound impact on your customers and prospects.

What’s Your Sign?

The primary reason for the stir surrounding this topic is that it strikes directly at the way in which many people identify themselves.

The mind automatically moves into self-defense mode when confronted with any perceived threat to one’s view of the world and his place in it. If you’ve ever had a disagreement with someone about religion, politics, or even sports teams, you know this is true.

Many people take their zodiac signs seriously. Their identification comprises a major part of how they think about themselves and the world around them.

Millions check their horoscopes as part of their daily ritual. Important decisions are often made based on what they read. Every newspaper has an astrology section. And there are countless places to check horoscopes online and even on cell phones.

The idea of changing this way of thinking has proven to be earth-shaking.

Every interested individual is forced to ask the question, “Am I what I have always considered myself to be?”

It’s the same reaction that people have when they find out that they were adopted. Everything they think they know about themselves is challenged.

Putting the ‘Ophiuchus Effect’ to Work

What are the key lessons you can take away from this phenomenon and apply immediately to your business?

1. One’s perception of who he is forms the very foundation of every choice he makes, including purchasing decisions. No one buys from you because of who you are. They buy what they buy because of who they are.

2. The main reason people form connections to certain products, services and brands is because they tie into how they think of themselves.

Apple shines in this area. Their products and services appeal strongly to those who consider themselves to be creative, intelligent, free-spirited and cutting-edge. Apple has created a cult-like following by participating in customers’ self expression.

How do your customers think about themselves? How can you fit your business into these parts of their lives?

3. People are firmly attached to their own personal categories. You need to know how your customers and potential customers categorize themselves. If you don’t know, find out immediately. Think about the way Democrats and Republicans “brand” themselves. The concepts of “liberalism” and “conservatism” carry powerful emotional ties and fierce (often blind) loyalty. You can use the same strategy to build bonds with your audience.

4. It may be possible to create a category for your business, but it is much easier to become associated with what your customers and prospects already love. Tommy Bahama is a good example. The lifestyle of perpetual tropical vacation is one that certain individuals aspire to. Those people will naturally relate to products like the ones that Tommy Bahama offers.

Make a bold statement of who you are as a company. You will attract the kind of customers you want to do business with. Lukewarm relationships will decrease proportionally to the strength and specificity of the stand you take. Instead, you’ll form passionate, long-term relationships.

5. Affirming the worldview of your customers and connecting with their categories they identify with will help build instant rapport and trust. You are “one of them!” As such, they will feel that they can trust you and relate with you. They believe that you understand them and their needs.

Take time to get to know how your customers view the world. Find ways to affirm their way of thinking. You’ll discover your interactions with them will be more beneficial both for your business and them.

The addition of Ophiuchus to the zodiac may be the latest tall tale, but the emotional reactions are no myth. The psychology is real and powerful. Apply the lessons this event has taught you; your business may never be the same.

2011: The Coolest Number I’ve Seen in Years

December 11, 2017January 5, 2011 by Donnie Bryant

From Lawrence Bernstein’s InfomarketingBlog:

“The definition of a prime number (in case you were out smoking during math class) is a number that can be divided evenly only by 1 or itself.

“The number 2011, it turns out, is the sum of 11 consecutive prime numbers: 2011=157+163+167+173+179+181+191+193+197+199+211.”

Is that cool or what?

(Even though it has nothing to do with business, marketing or copywriting.)

A Reminder About Resolutions

August 18, 2013January 1, 2011 by Donnie Bryant

This is kinda last minute for advice or ideas concerning New Year’s resolutions. You probably already have them listed, and you’re (hopefully) excited about getting started first thing in the morning.

This is more of a reminder than anything else. A little insight to keep in mind as you launch out into 2011.

Ever thought about the word “resolution?”

One of the definitions is “the act of determining.”

It’s root word is resolve, a word which can mean “fixity of purpose.”Here’s the point. A resolution is NOT:

something you wish could happen
an activity you’d like to do
a goal you hope to achieve.

A resolution is something that you’ve decided will happen. That means, if you say you’re going to write a blog post every day in the coming year, and give up on January 15th, you didn’t make a New Year’s resolution. You didn’t truly resolve to do blog daily. You had a wish, or a goal.

I don’t mean to sound harsh. But I do want you to take your future seriously. I want you to firmly resolve to accomplish big things, and take action to make those things happen.

What’s vitally important to you right now? In life and business?

Clarity of vision and being honest with yourself about what you truly want deep down are important to finding fulfillment. So pick something that you really want. Resolve to have it or do it. Choose right now to do whatever is necessary (within the bounds of your morality and the law) to succeed. Chart a path to your objective, and follow up with action.

2011 could very well be the greatest year of your life. Don’t leave that up to chance. And don’t approach it half-heartedly. Be resolute when you make your resolutions.

It will make a tangible difference in your results. I guarantee it.

P.S. Happy New Year!!

Arthur’s Advertising Wars, or Why You Don’t Want to Compete on Price

February 18, 2014December 13, 2010 by Donnie Bryant

You can learn a lot from cartoons. I have 4 kids in the house, so I know.

Marc Brown’s classic cartoon Arthur teaches us a business lesson we should all heed. Competing on price is a losing proposition.

The entire episode is enjoyable, but the business fun starts about 5 minutes in.

So, do you still want to be the low price leader in your field?

The 7th Grade Science Lesson Business Schools Should Teach

September 16, 2015October 16, 2010 by Donnie Bryant

Do you remember learning Sir Isaac Newton’s “laws of motion” in school? I wonder, were you like most of your classmates, questioning whether knowing this stuff would do you any good in the real world?

Today I want to apply Newton’s thinking to something other than physical science. You know me: I always have to look at things differently.

Newton’s 1st Law of… Business?

Newton’s first law of motion states that objects tend to remain in the state of motion that they’re in. We use the term inertia to describe this phenomenon. Moving objects want to keep moving. Stationary objects like to stay still,

You can probably already see where I’m going with this.

If you’ve ever been in business, or seriously considered launching a one, you have almost certainly experienced what I’m talking about. Getting started is hard, isn’t it?

Changing your state of motion from stationary to forward motion takes a lot of energy. Not to mention if you have to get others to move with you! No part of the process requires more hard work than the initial phases. Think of the space shuttle. It takes two rocket boosters and a fuel tank bigger than the shuttle itself just for lift off. The rockets and fuel tank are unnecessary after the astronauts are several miles from the ground. I’m only guessing here, but I imagine that 95% of the fuel burned during the entire voyage is consumed in the first few minutes. Defeating inertia is not easy.

Once you’ve got things started and moving along…Continue Reading on Fishing for Customers blog.

Start-Up Advice

October 6, 2013September 29, 2010 by Donnie Bryant

I spoke with a new internet marketing student the other day. During the conversation, I gave some advice that I think is pretty doggone profound.

Here’s what I said:

“Just take it one step at a time, and keep moving forward.”

Deep, huh?

Don’t get me wrong. I’m not minimizing how difficult it can be to get a business endeavor off the ground. That grind that comes at the beginning can wear down the toughest guys and gals out there. A lot of the time it does.

Studies show that as many as 9 out of 10 of business start-ups fail within the first 5 years. Ugly odds. So I’m not saying this is easy.

What I am saying is that success doesn’t happen by accident. You have to figure out the steps it will take to get you where you want to go. That in itself can be really difficult. How do you know what needs to happen? Who should you listen to?

I won’t go into depth on that here, except to say that you should be cautious taking advice from people that are not successful themselves. That success should be in your chosen field or one where the lessons are translatable.

Next, take one step at a time. Don’t get ahead of yourself. Don’t overwhelm yourself. Put one foot ahead of the other, and get steady before you start to make your next move.

Then, keep stepping forward. Concentrate your efforts and conquer each step along your path to the promise land. One step after the other.

Sometimes you can make leaps rather than little steps. But don’t get over-anxious. Once you’re fully focused on what you’re doing, you’ll recognize your opportunities when they come.

If you follow the basic formula (determine needed steps — take one step at a time — keep moving forward) success becomes easier and more predictable.

Two Fatal Flaws: Fix These or Fail

October 22, 2013September 29, 2010 by Donnie Bryant

Real quick,

Let me mention 2 dispositions that will KILL your ability to succeed in any area of your life, from relationships to football (go Bears!) to business.

1. Lack of motion. If you’re not willing to get off your butt and do something, you will fail. Period. We humans are so stuck in our comfort zones. Gary Halbert told Joe Polish that he’s convinced that people will work harder to stay in their comfort zones more than they will to save their own lives. Although I don’t know if I’d go so far as to say that (although I’m a huge fan of this kind of exaggeration), you get the idea.

There’s nothing to fear but fear itself. We certainly let that baseless fear hold us back, don’t we? Time to shake that off your shoulder pads. You have to take action. Gary Halbert also told Joe Polish that the difference between losers and winners is motion.

2. Unwillingness to learn. There’s plenty to learn in every part of life. Get the foundational knowledge you need to get where you want to go. Find a map, if you will. As you move forward, you have to be willing to learn even more.

Always be teachable. Learn from your experiences, both victories and failures. Learn from the experience of others.

If you won’t take action of if you refuse to be a continual learner, don’t count on achieving your loftiest goals, My money is on the other guy.

5 Ways Twitter Improves Your Writing Skills

December 12, 2013September 12, 2010 by Donnie Bryant

People keep telling me that the internet is making people dumber. To be honest, I don’t know whether or not that’s true. But did you know that Twitter can make you better writer?

If you are purposeful in your how you approach your use of any microblogging platform, there are 5 ways that you can they can skyrocket your writing ability.

1. You learn the value of every word — no, of every character. In writing, especially for marketing and sales, the tighter your message is, the better. When you have only 150 characters to work with, each letter has to earn it’s place. It has to pull it’s weight. This forces you to think carefully about your choice of words.

If you’ve ever gone over the character limit and had to edit your tweet, you know what I’m talking about. “How can I say what I need to say in the allotted space?” You have to be ruthless. If that comma isn’t serving a purpose, it’s gotta go!

2. You begin to break free from some of the “rule” forced on you by your English teachers. The best writing is the plainest. How many people do you know that speak with perfect grammar 100% of the time? In my neighborhood (Calumet City, IL, in south suburban Chicago), it’s probably less than 10%.

When you are communicating via the written word, sometimes there’s a desire to be super-formal. Believe me, that’s not the best way to get your message across to the average audience. Unless you’re talking to English professors…

George Orwell’s sixth rule for good writing is to break any of his other five rules before ”saying anything outright barbarous.”

Writers need to have the freedom to say what they mean, forsaking the rules when necessary.

3. You have to learn to communicate in such a way that your reader will understand exactly what you mean. How many people do you know who don’t quite understand this principle? I see plenty of tweets that have no clear meaning, or that can be understood in multiple ways. Thoughtful writers will take the restricted amount of communication space to heighten their concentration. ”How can I eliminate any ambiguity and say what needs to be said so that the message is plainly understood?“

This is great focus training for any writer.

4. You are forced to choose exactly what you want to say. In an age where noisy chatter is constant, a Twitter message makes you strip your message down to the core. The way it should be. There’s no room to go off on tangents or talk about about non-essentials.

When brevity is required, you see who really knows how to communicate, and who’s just talkin’.

5. Twitter can give you extra writing practice. Tweeting is writing on a small scale. More practice is always a good thing. A high percentage of Twitter users access the social network with their cell phones. So even if you don’t have a pen and paper, you can practice crafting clear, compelling messages.

When Ego Gets in the Way

October 7, 2015August 28, 2010 by Donnie Bryant

I recently heard business mastermind/success coach Dan Pena comment that high performance individuals all have big egos. He asserts that this is a major reason that they are successful.

I partially agree.

Just for fun, let’s take a look at an extemporaneous case study. That is, I’m making this up as we go. We’ll take a look at the once and future infamous villain, Skeletor.

This is inspired by the fact that yesterday I watched the 1980’s movie Masters of the Universe. The acting was corny, the special effects were lame (compared to what we’re used to seeing now), and really, the plot was fairly weak and unrealistic. A lot of unrealized potential, if you ask me.

Still, Skeletor’s character fascinated me, despite the goofy mask. This guy was one of the best examples of megalomania that I’ve ever seen. (I just can’t help liking egotistical characters.)

Check out this excerpt from the movie:

In my youth, I was an athlete. These days, I’m an entrepreneur trying to build my little empire. I have a bit of an ego. Sometimes, and in some ways, that’s a good thing.

However, a few reasons come to mind about times when a big ego can get in the way.

1) When you feel entitled to success, respect, position, etc.
2) When you feel that you no longer need to practice and improve at your craft.
3) When you stop working hard, deciding you can coast.
4) When you start underestimating the competition.
5) When you no longer feel the need to research your market or test the effectiveness of your efforts.

Proverbs 16:18 tells us that pride goes before destruction. We know what ultimately happened to Skeletor, and we see the same results time and again when men and women let their egos get the best of them.

Today, make sure that you keep your pride in check. Get a level-headed perspective of yourself, your product/service, your company, etc.There’s nothing wrong with self-confidence, as long as your perspective is based on reality.

Make the best use of your ego. There’s a fine line you have to walk, but striking the right balance in this area is key to your success.

P.S. John Carlton recently wrote a similarly-themed post on his blog. He took the Texas Hold’em Poker angle. Great stuff. Take a look at “Full Tilt Boogie.”