2022 Book Recap: The Books I Read This Past Year

Happy New Year! Another year, another slew of books.

Per my yearly tradition, I like to share a recap of all the books I read over the previous year.

In 2022, I read 45 books and as always, I try to span a diversity of authors in background, gender, genre, and identity. I hit a bit less books than the previous year because I read a few mega 600-900+ pagers.

I’ll share my Top 4 Fiction and Top 4 Non-Fiction. Below that, you can see a list of all the books I read each month.

Since I was originally planning to go to Japan in December, I spent the year reading more Japanese authors. Also, I spent more time digging deeper into multiple books from the same author such as Haruki Murakami, Neil Gaiman, Thich Nhat Hanh, and Baba Hari Dass. Also also, I read some incredible Latina/Chicana and Indigenous local Denver writers like Kali Fajardo-Anstine and David Heska Wanbli Weiden. I highly suggest their books!

Read on…


TOTAL BOOKS FOR 2022: 45


TOP 4 FICTION:

Piranesi – Susanna Clarke

The Overstory — Richard Powers

The Sandman (Vol. 1-8) – Neil Gaiman

Norwegian Wood — Haruki Murakami

TOP 4 NON-FICTION

The Soul’s Code: In Search of Character and Calling — James Hillman

Bhagavad Gita – Baba Hari Dass

American Veda – Philip Goldberg

Recapture the Rapture: Rethinking God, Sex and Death in a World That's Lost its Mind — Jamie Wheal

 

YEARLY BOOK RECAP:

January

The Soul’s Code: In Search of Character and Calling — James Hillman

The Monkey Grammarian – Octavio Paz

The 22 Immutable Laws of Marketing – Al Ries and Jack Trout

 

February

Peace is Every Step – Thich Nhat Hanh

Snow Country – Yasunari Kawabata

A Swim in the Point in the Rain — George Saunders

Positioning — Al Ries and Jack Trout

Srimad Bhagavad Gita # 2 (Books 7 – 12) – Baba Hari Dass

 

March

The Sandman (Vol. 1-3) — Neil Gaiman

The Memory Police – Yoko Ogawa

What I Talk About When I Talk About Running — Haruki Murakami

American Veda – Philip Goldberg

Selected Poems – E.E. Cummings

 

April

The Go-Giver — Bob Burg

The Year of the Flood — Margaret Atwood

Srimad Bhagabad Gita #3 (Books 13-18) – Baba Hari Dass

May

Sailing Alone Around The Room — Billy Collins

Confessions of an Advertising Man — David Ogilvy

Silence Speaks — Baba Hari Dass

 

June

The Sandman (Vol. 3-6) – Neil Gaiman

How To Eat — Thich Nhat Hanh

1Q84 — Haruki Murakami

 

July

Sabrina and Corina – Kali Fajardo-Anstine

Raja Yoga and Other Lectures — Swami Vivekananda

How To Love — Thich Nhat Hanh

My Grandmother's Hands: Racialized Trauma and the Pathway to Mending Our Hearts and Bodies — Resmaa Menakem

The Housekeeper and the Professor – Yoko Ogawa

 

August

Winter Counts – David Heska Wanbli Weiden

Piranesi – Susanna Clarke

Hit Refresh – Satya Nadella

 

September

Path Unfolds – Baba Hari Dass

Circe — Madeline Miller

 

October

How To Focus — Thich Nhat Hanh

The Dawn of Everything – David Graeber and David Wengrow

The Tao of Jeet Kun Do — Bruce Lee

The Overstory — Richard Powers

 

November

The Bloody Chamber – Angela Carter

The Expectation Effect — David Robson

Norwegian Wood — Haruki Murakami

Recapture the Rapture — Jamie Wheal

 

December

Permission Marketing — Seth Godin

Story Genius – Lisa Cron

The Heart Aroused – Poetry and the Preservation of the Soul in Corporate America – David Whyte

Cleopatra and Frankenstein — Coco Mellors



Now… on to 2023!

Kicking off the year with a book about the history of the Shaolin Monastery, Neil Gaiman’s “Anansi Boys” and “The Life Divine” by Sri Aurobindo. May your new year be full of books.

Brett

2021 Book Recap: The Books I Read This Past Year

Happy New Year! Hello, 2022. Goodbye, 2021.

Per my normal tradition, I like to share a recap of all the books I read over the year. In 2021, I read 52 books and as always, I try to span a diversity of authors in background, gender, genre, and identity.

I’ll share my Top 5 Fiction and Top 5 Non-Fiction (with a bonus Top 3 Poetry collections). Below that, you can see a list of all the books I read each month.

Since I worked heavily on the dialogue in my novel this year, I wanted to re-read a bunch of my favorite Hemingway books and I kicked the year off and ended 2021 with two of my faves…

 
 

Top 5 Fiction:

Normal People – Sally Rooney

A Farewell to Arms – Ernest Hemingway

Blood Meridian – Cormac McCarthy

Agua Viva – Clarice Lispector

Like Water for Chocolate – Laura Esquivel

Top 5 Non-Fiction

Arthur Rimbaud: A Biography – Enid Starkie

The Bitcoin Standard – Saifedean Ammous

The Truth About Stories: A Native Narrative – Thomas King

Bhagavad Gita: Books 1-6 – Baba Hari Dass

The Dream and the Underworld — James Hillman

Poetry Shoutout

Post Colonial Love Poem – Natalie Diaz

To Bless the Space Between Us – John O’ Donohue

Night Sky with Exit Wounds – Ocean Vuong

The 52 Books I Read This Year:

Jan 2021

The Sun Also Rises – Ernest Hemingway

Wilding – Isabella Tree

The Vanishing Half – Brit Bennett

The ABCs of Socialism – Jacobin

Agua Viva – Clarice Lispector

Feb 2021

The Snows of Kilimanjaro and Other Stories – Ernest Hemingway

The Spirit Level – Richard Wilkinson and Kate Pickett

March 2021

Mama Day – Gloria Naylor

The Little Book of Common Sense Investing – John C. Bogle

The Bitcoin Standard – Saifedean Ammous

April 2021

Blood Meridian – Cormac McCarthy

The Truth About Stories: A Native Narrative – Thomas King

May 2021

The (Mis)behavior of Markets – Benoit Mandlebrot

Women Who Run With the Wolves – Clarissa Pinkola Estes

The Vegetarian – Han Kang

The Obesity Code – Jason Fung

Station Eleven – Emily St John Mandel

June 2021

The Ascent of Money – Niall Ferguson

The Leftovers – Tom Perrota

Arthur Rimbaud: A Biography – Enid Starkie

July 2021

Illuminations – Arthur Rimbaud

The House on Mango Street – Sandra Cisneros

Nighty Sky with Exit Wounds – Ocean Vuong

Sacred Economics – Charles Eisenstein

August 2021

Six Memos for the Next Millennium – Italo Calvino

The Mastery of Love – Don Miguel Ruiz

Queen City – Karl Christian Krumpholz

Like Water for Chocolate – Laura Esquivel

Sept 2021

Gold, Fame, Citrus – Claire Vaye Watkins

The Ocean at the End of the Lane – Neil Gaiman

Who Not How – Dan Sullivan

Srimad Bhagavad Gita: Books 1-6 – Baba Hari Dass

All the Birds in the Sky – Charlie Jane Anders

Oct 2021

Normal People – Sally Rooney

The Art of Time in Fiction – Joan Silber

The Dream and the Underworld – James Hillman

The Widower’s Notebook – Jonathon Santlofer

The Art of Subtext in Fiction – Charles Baxter

The Year of Magical Thinking – Joan Didion

Nov 2021

Pan and the Nightmare – James Hillman

Pretty Monsters – Kelly Link

The Ethical Slut – Janet Hardy and Dossie Easton

How To Walk – Thich Nhat Hanh

Algorithms to Live By – Brian Christians and Tom Griffiths

His Life and His Path: Rumi — Osman Behcet

The City We Became – N.K. Jemisin

Dec 2021

Conversations With Friends – Sally Rooney

Postcolonial Love Poem – Natalie Diaz

Attached – Amir Levine MD and Rachel SF Heller

Save The Cat – Blake Snyder

To Bless the Space Between Us – John O’ Donohue

A Farewell to Arms – Ernest Hemingway

Onward to 2022…

Kicking the year off with “The Soul’s Code: In Search of Character and Calling” by James Hillman, “The 22 Immutable Laws of Marketing” by Al Ries and Jack Trout, and “A Swim in a Pond in the Rain” by George Saunders. See you in a year!

2020 Book Recap: The Books I Read This Past Year

Happy 2021 everyone! This year is obviously starting off wild and intense, but I won’t get into that right now...

What I will get into is what I do to kick off every year and give my year in review of all the books I read!


This year, I read 55 books—spanning a bunch of genres, backgrounds, cultures, and author identities.

IMG_3310.jpg

I’ll share my Top 5 Fiction/Poetry and Top 5 Non-Fiction at the top and you can scroll down to see my full list month-by-month.

TOP 5 FICTION/POETRY:

Homegoing — Yaa Gyasi

Borne — Jeff Vandermeer

All The Pretty Horses — Cormac McCarthy

The Crossing — Cormac McCarthy

Goldboat — Belle Turnbull

TOP 5 BUSINESS/NON-FICTION

The Dream and the Underworld – James Hillman

How To Be an Anti-Racist — Ibram X. Kendi

Man’s Search for Meaning — Victor E. Frankl

Walt Disney - Triumph of the American Imagination — Neil Gabler

The Rise and Fall of the Jewish Gangster in America— Albert Fried

I do always try to read more female, BIPOC, and diverse authors although I ended up with a lot of business, advertising, and non-fiction books this year. For my reading routine, I wake up an extra 1 - 1.5 hours earlier each morning so I can squeeze more books in.

Below is the list of all the books of the year.

TOTAL BOOKS: 55

January

If on a winter’s night a traveler — Italo Calvino

The Lathe of Heaven – Ursula K. Leguin

Siddhartha – Herman Hesse

Never Split The Difference — Chris Voss

Alice in Wonderland – Lewis Carrol

February

Indistractable – Nir Eyal

Mindset – Carol Dweck

The Dream and the Underworld – James Hillman

Benjamin Franklin – A Life — Walter Isaacson

March

The Kin of Ata are Waiting For You — Dorothy Bryant

Overdeliver — Brian Kurtz

Waiting for Godot — Samuel Beckett

All The Pretty Horses — Cormac McCarthy 

April

The Entrepreneur’s Guide to Getting Your Shit Together — John Carlton

The Future is Faster Than You Think — Peter Diamandis

Persuasion: The Subtle Art of Getting What You Want — Mark Ford

The Crossing — Cormac McCarthy

Pay Yourself First — Chris Orzekowski

May

Cities of the Plain — Cormac McCarthy

A Man Without a Country — Kurt Vonnegut

Man’s Search for Meaning — Victor E. Frankl

Why Nation’s Fail — Daron Acemoglu/James Robinson

June

Confessions of a Persuasion Hitman — Ian Stanley

Mystery and Manners – Flannery O’Conner

Homegoing — Yaa Gyasi

Alchemy — Marie Louise von Franz

Borne — Jeff Vandermeer

Teatown Lake Reservation — Lincoln Diamant

July

Trust Me, I’m Lying — Ryan Holiday

The Night Circus — Erin Morgenstern

The Big Leap — Gay Hendricks

Redemption in Indigo — Karen Lord

The Strange Bird  — Jeff VanderMeer

How To Be an Anti-Racist — Ibram X. Kendi

August

Black Elk Speaks — Black Elk and John G. Neiherdt

On Grief and Grieving — Elizabeth Kubler Ross

Failing Up — Leslie Odom Jr

September

Reality in Advertising — Rosser Reeves

Walt Disney — Triumph of the American Imagination — Neil Gabler

The Shadow of Sirius  — W.S. Merwin

October

The Rise and Fall of the Jewish Gangster in America— Albert Fried

Death: An Inside Story — Sadghuru

Goldboat — Belle Turnbull

Sand and Foam — Kahlil Gibran 

November

Dracula — Bram Stoker

Influence — Robert Cialdini

Coyote Songs — Gabino Iglesias

Anam Cara — John O’Dohnahue

December

The Fifth Season — N.K. Jemisin

Selected Poems — Langston Hughes

The Entrepreneur’s Guide to Getting Your Shit Together: Part 2 – John Carlton

Total Cat Mojo — Jackson Galaxy

The Stranger — Albert Camus

Nutrition and Physical Degeneration — Weston A. Price

Breathwork — Andrew Smart

ONWARD TO 2021!

Another year… a bunch more books to read. Feel free to shoot any recommendations my way.

(If you want to see my recap of 2019 books—click here).


The three books I’m kicking off 2021 with are “Wilding” by Isabella Tree, “The Sun Also Rises” by Ernest Hemingway, and “The Vanishing Half” by Brit Bennett.

See you in a year for the 2021 recap!

Best,

Brett

I’ve Worked Remotely For 8+ Years — Here Are My TOP ‘Work From Home’ Tips

Greetings Work-from-Homers!

As I believe Nina Simone once said… It’s a new dawn, it’s a new day, it’s a new life... and you’re wooorking from home.

So yea, times are crazy and I’m hoping that you’re healthy and well.

And I also hope your transition to remote/home work is smooth and productive.

Speaking of that…

Let’s get to it.

I’ve been working remotely/from home/from around-the-world since 2012 — so 8 years. 

IMG-9329.jpg
 

Actually, the only time I ever worked “in an office” was for 3 months in NYC back in 2007. 

It’s been many years of trials and errors, ups and downs, pitfalls and progress, pivots and new paths to creating this effective life of working wherever I want, however I want.

Since starting, I’ve worked remotely and consistently for 2 incredible startups, dozens and dozens of high-level clients and founders around the world, and provided top-notch work while bringing in my income.

(for those who know me as a musician/writer, this is in my professional capacity as a story-driven copywriter and content strategist, although the roles have evolved over the years).

Over the last 8 years, I’ve made a living for myself, paid my bills, traveled the world, and lived my personal dream all WHILE making my range of clients happy and serving their businesses remotely.

So the question today is... 

...how do you work WELL while working remotely?


The Three Most Important Things You Need To Work Remotely

Working remotely can sound like the dream (which it is in many ways), but it can very quickly dissolve into a million distractions, a lack of good work, and the inability to focus and actually get stuff done.

That’s why, all your success in remote work is completely tied to three vital things: 

Mindset. Discipline. Productivity.  

With the right mindset you can be disciplined. With discipline you can be productive. With productivity, you can actually get great work done.

And that’s all your job, your clients, your students, your customers want.

Great work.

After many years of remote work bumps, errors, lessons and trials—to having a pretty smooth and awesome home work flow… 

...I figured I’d share a post with my top tips, techniques, and tactics I’ve learned and implemented over the many years in order to be productive, effective, and disciplined while you work remotely.

NOTE: I’m a single, 32-year-old guy — so I understand that people with kids working from home is a much larger monster, especially in these times. That said, these rules and tips still apply and try to find ways to navigate and apply to your situation!

OK? Ready to rock? 

Let’s roll with our 3 sections...

MINDSET—Work is Work, Home is Home!

The MOST important thing when working at home (and in life in general) is your mindset.

Your mindset will make or break you.

To be successful, you must have a mindset of productivity, focus, and actually “getting the work done” to be successful — which can be one of the MOST difficult things to have when working remotely.

It’s easy to get distracted, or lazy, and slip into an “unproductive” work mindset.

Whether the distractions come from... 

...your family or friends, your kids running ‘round, your keyboard-walking cat, ball-catching dog, or squawking Senegalese parrot, that ol’ guitar in your corner, the dishes in the sink, the Facebook tabs and Insta-stories scrolling by, the unread books on your bookshelf, that quick run, the chips and Guac on the counter, an online game with friends, a quick YouTube sesh that turns into hours of cat videos, SNL clips, and Corona-updates…  or a BILLION other distractions…

...the things that were NOT there when you had an official “work” space are now blended into your home and your new work life and attacking you from all angles!

So here are my tips for getting in the RIGHT mindset so you can actually do the work...

Bottom Line, Get To Work

Whether you are literally working from home, at a coffeeshop, or from a co-working space... there is a vital phrase that I learned from one of my favorite OG self-development and mindset speakers from the 1980s.

“When you work, work. When you play, play. Don’t mix the two.” — Jim Rohn

quote-when-you-work-work-when-you-play-play-don-t-mix-the-two-jim-rohn-81-27-40.jpg


And unfortunately… most people mix the two.

The thing is, when people start working from home, they lose the forced “container” for work and every element of their life can blend into their “desk”.

This means that “play” (aka distraction) can blend into “work” time.

When working from home, you must do EVERYTHING in your power to create a powerful mindset of focus, productivity, and discipline — and create a space where you are actually doing the work.

This mindset is fortified by your actions and practices.

You have to mimic elements of the “container” of your normal workplace and create that at your remote space.

Here are some more of my tips to create that space and mindset:  

Contain The Hours (a.k.a. Time Blocking)

If you’ve got a remote job to check into (which many do these days), that helps…

…but even the regular “hours of work” can get a little fuzzy and flimsy once you don’t have the office, the boss, and the work institution around you.

The common term is “time blocking” but I just like to call it ‘containing the hours’. Don’t let your work hours spill all over the place and get loosey goosey.

I’ve been freelance writing in different capacities for 8+ years... and I contain/block my hours hardcore.

I work everyday, M-F, from 830-430pm, on the dot (which is actually so freeing and liberating when you’re at your own home and space). 

With no boss or company to check into or hold me accountable... 

People are always like “Duuuude - you work from home… can’t you work whenever you want and do whatever you want?”

Sure. If I want to starve and lose all my clients.

The benefits of working from home are the mental and physical freedom of having your comfortable surroundings, the ability to be in your own space, the option to go run errands and feel more free, and having no commute... 

….BUT you must still treat work as serious work.

And you can do that by “blocking your time” or “containing your work hours”.

I find getting to my desk at 830am with my coffee gets me into work mode. Then I block my hours throughout the day to do effective work (in 2-3 hour chunks). And then I log off at 430pm, and shut off email and the laptop—which gets me out of work mode.

Find what works for you but create your own Time Container and use Start and Stop times to signal the beginning and end of the “work day”.

Some people work at 5 am. Some people don’t start til 10 or 11am. Some start at 830 or 9am. 

But everyone who is successful at working remotely creates focused time blocks to “work in” and not “play in”. Find yours and stick to em.

Treat your Phone, Your Social MEDIA, & Your Messaging Like You’re At Work

Once you’re working from home, again, it all comes back to the container of office or work life being removed.

So, you might find yourself on IG even more. On FB even more. On YouTube even more. Scrolling through random websites even MORE.

Cut. It. Out.

Self-discipline and control is even more vital when you’re working from home, otherwise you’ll get caught in a 2-hr InstaStory carousel and not get any work done.

Whether it’s airplane mode, keeping it in your pocket, or just practicing self discipline—you need to keep the phone and the browser tabs on a leash!

PRO TIP: I’ve been using the Chrome Extension— “The News Feed Eradicator” for almost 2 years and it’s the BEST thing in the world.

It gets rid of your FB News Feed BUT keeps your FB—so you can interact, message, add, and click people’s profiles and look at your own wall BUT it gets rid of that dopamine-addicted newsfeed so it doesn’t distract you.

SECOND PRO TIP: You can leave FB on your phone (once you’re disciplined enough) so you can still check the newsfeed in little scheduled chunks if you need that FIX of seeing what your world is up to… but you just don’t want it on your computer/browser while working.

Start to think of all those distractions as: “If I were in an office, would I be so openly and constantly using/checking these? Probably not. So cut it out!”

OK. Once you’ve got your mindset framed and set for a successful workday, it’s time for…

DISCIPLINE — The Best Ways To Prepare For The MOST Effective Work Vibe

To successfully work at home, you have to prepare for it and cultivate daily discipline. 

As I keep repeating, you don’t have the institution of a physical business, co-workers, or leadership and bosses right next to you. 

You don’t have people creating the work environment and hierarchical structure that guides you at an office, a school, a business, a workplace or beyond.

You’re much more free.

But with freedom can come chaos, laziness, distraction, and UNproductivity!

On the other hand, discipline and preparation can lead to solid productivity.

And as we know… productivity is the goal.

Here’s what I (and many other remote workers and entrepreneurs) do to prepare for the day:

Morning Routine

I think outside of just working from home, a daily morning routine is the most important thing you can have in life. 

Many of the most successful business people, creatives, world changers, inventors, and work-from-homers throughout history have done this.

Think about this:

You can NOT control what happens to you during the day.

Craziness at work. Bad traffic. Long lines at the grocery store. Someone spilling a Mocha-latte on your jeans. Angrily sent emails. Upset customers, clients, co-workers, and cats.

Coronaviruses…

What you can control, is what you do to start the day.

And that’s cool.

You can 100% control how you frame your mornings — and how you set up your body and your mind.

The BEST way to do that — is with a proper morning routine.

Morning Routines look different for everyone but they generally have something meditative, something movement related, something intellectual, and something reflective.

For me, every day, for over two years I’ve done this same routine (and of course there are some blips here and there, but I mostly do it all the time).

Brett’s Morning Routine:

530-630am**: Wake up (I try to wake up naturally so wake up time depends in that range and I adjust accordingly) 

Let’s say I get up at 6.

6am: 20-min Yoga + 20-min Meditation

640am: Make Coffee

645am: Read books (1 fiction book and 1 non-fiction book)

730am: Write fiction (work on my novel)

8am: Breakfast, get dressed, check emails, check FB/IG

830am: Day-planning and Goal-setting and then WORK 

**No Phone use (besides music) is allowed from 6-8am

So in those 2 hours, there is stretching/yoga, meditation, reading a fiction book, reading a nonfiction book, and writing/working on my novel. 

After breakfast (where I allow myself 30 min to scroll on the internet, check FB/IG, etc), I get to day-planning and goal setting.

That 2-hr morning routine is my favorite part of my day.

It makes me feel amazing, clears my mind, relaxes and strengthens my body, supports the beginning of my day, and sets me up for discipline and success. 

Every day.

But, you don’t have to go all out and do a 2-hr routine.

You can do an hour. Or 30-minutes.

Just do it.

I think the most important parts are: Stretching/Moving, Meditation, and either Writing or Reading something.

If you can even do 10-15min of each (and then build up to larger) your day will be WAY better.

And you’ll find you can work more effectively, think clearly, and react to things more smoothly.

Make Your Bed

After my morning routine…

I make my bed.

And so many incredible leaders stress this.

Check out Admiral McRaven's "Make Your Bed" Speech with 10M views.

Screen Shot 2020-03-17 at 8.45.49 AM.png

Why make your bed??

If you make your bed, you start the day with a tiny WIN. And it just looks nice.

You feel accomplished and ready to roll when it looks tidy, and especially, if you’re working from home and walking around and you see your bed, a clean bed makes a clear mind.

You build the muscle of doing something small, proactive, and disciplined into your morning routine and it sets you up for being proactive and disciplined throughout the rest of your day.

And that repeats with every day.

I used to laugh at this advice… and then a couple years ago I started doing it.

I seriously noticed an INSTANT change.

And it felt better with each day.

It created a daily habit of “getting something done” to kick off the day.

It made my room and my life look and feel better.

And it created a kind of “ceremony” that helped kick my mind off from morning/wake up mode to work life.

Go make your bed!  

THE BIG ONE…. Get Dressed!

IMG_9330.jpg

This is actually one of the MOST important tips.

It’s the thing that most stay-at-homers, and especially NEW stay-at-homers mess up.

Get dressed for the day.

It’s that simple. And it’s so unbelievably powerful.

So many people start working from home and they’re like “Yay! I can work in my pajamas or my underwear or just go super duper causal!”

Sure, you can, but you’ll pay for it.

Think about Batman. 

He has his super awesome Bat Suit. When he puts it on he BECOMES Batman. Strong, focused, determined, powerful. If he were just out there in pajamas… or even a t-shirt with a bat logo and some taped up bat ears… he’d probably be way less effective and productive.

He’d be less powerful. 

Read “The Alter Ego Effect” by Todd Herman to learn more about this effect… but what we wear actually psychologically influences how we think, how we act, and how productive we are.

So you need to dress for the day.

Now, I don’t dress “up” BUT I do put on my nice jeans, a nice sweater, my light scarf and my nice shoes. Every single day.

PRO TIP: Yes, actually put on good shoes. I put on good shoes if I’m working from home (not dress shoes, but nice boots). And that’s vital.

Because it locks my mind into “Let’s Get To Work Mode” and when I’m dealing with serious clients and business people around the world, it actually steps me up into better communication and output.

If I were talking to the CEO of a company and helping them write sales copy for their new product… but I was lounging on my bed and in my PJS and socks… there’s no doubt that slacker energy would subconsciously come through.

But, if I’m dressed well, that energy comes through in my work and my communication.

Again, this is one of my most important tips for people. 

Even if you CAN work from your pajamas, I highly advise against it. 

There is a mental switch that ticks when you get ready to work in your work clothes. 

So get dressed… put your grown up clothes on. And get to it.

You’ll thank me later.


Clear Your Desk or Create a Separate SPACE

Another important one (side note: everything I’ve included here is important) is the clean desk.

Clean desk = Clear mind.

Clear mind = Productive mind.

Productive mind = Productive work.

IMG-9328.jpg


When people work from home, there can be a range of working realities and changes.

Lying on the bed or the couch. Stretched out in front of the TV. Sitting at the cluttered desk in your bedroom, or your living room, or the dining room table.

Find what works for you BUT… you need to create a work space that is truly for professional work.

Take your desk and clean it up.

Make it look nice. Have notepads, pens, and your favorite books.

Make it feel like when you’re sitting down to it you are “sitting down to get to work.”

For my desk, I have my favorite writing and business books on either side of me, motivational pictures, green plants, and my big journal/to do list. And I keep it simple.

And sparse.

People often start to collect things on their desk, have tons of papers and random doodads, and things can get cluttered quick.

Again, cluttered desk, cluttered mind.

Keep your desk as your “work desk” - and if you have space to dedicate to be your “office” - even better. 

But not necessary. As long as you have a desk and you treat it as your clean and clear “work spot”... that will be great.


PRODUCTIVITY—Brett’s Insider Tools For Massive Success

OK… this is all building up to our guiding light… our ultimate goal… the name of the game in remote work...  

Productivity.

If you can get effective, powerful, and important work done in your hours at home, then you are being productive.

Then you’re actually “doing the work”.

And unfortunately, everything in the world is fighting for your attention. 

That’s why building and maintaining productivity is so important.

BUT… why did I start with things like “mindset” and “get dressed” and “meditate in the morning”? 

Because these next things are tactics and strategies on being productive to DO the work.  

AND all of this is worth nothing if you don’t have your day set up to be productive with a strong mindset and with a container for creating GREAT work.

So, once you’ve done the things in the previous two sections and you’re ready to rock and roll…

Here are some tips to actually be productive at home while you’re working:

Goal Setting

Ya can’t get anywhere unless you know where you want to go.

Goal setting is vital. And goal setting can be simple.

I like to set 3-4 main goals for the day. And if I complete those goals then I feel good about the day.

It gives me a sense of accomplishment and daily “metrics” to refer to.

notebook-1226398.jpg


PRO TIP: I make 2 separate lists. My “Main Priority Goals” and my “To Dos”.

My Main Priority Goals generally have 3 items and that’s it. Occasionally 4 if I’m super swamped.

These are the things I really must do and the things I will feel MOST accomplished with if I finish throughout the day.

Everything else goes on to my “To Do” list.

So it could be:

MAIN PRIORITY GOALS:

  1. Finish Sales Page for Client #1

  2. Close Contract/Proposal with Potential Client #2

  3. Write 6-email sequence for Client #3

TO DO:

  • Pay Medical Bill

  • Write back Bob Moberson

  • Call Grandma Jane Skawinski

  • Fix my couch’s broken leg

  • Respond back to important client #5’s personal message

  • Write Janie Clobbstein

  • Food shopping

  • Print out Important Work Document 6AB

  • Followup with Carl

What matters most is getting those Main Priority Goals done, and the To Dos are secondary.

I usually get them done at my lunch break time OR after work.

Set up your day with the main goals of what you want to get done and use them as a guiding light for your priority and your productivity. 

Pomodoro Work Sessions

This is the gem I’ve been using since college - over 12 years now.

Pomodoro Timers are super popular in the freelance worker, entrepreneur, business owner, and writer world.

They are based off of those little kitchen timers that look like a little red tomato and you turn the top and they count down.

red-tomato-5617.jpg
 

Basically, people find that if you work hard and focused for 20-25 minutes straight and then take a 5-10 minute break, you actually get more done, work harder, and you’re rewarded with more breaks.

Everyone who does this loves it.

You can go to Youtube or just google “Pomodoro” timer.

Here’s a boring one: Tomato Timer.

Or, you can work with this dude. Thousands of weirdos like me have worked along with this guy.

Study With Me - A 25-Minute Pomodoro Session.

20-25-minutes is a manageable time to be productive and then you can go for a walk, or mindlessly scroll, or have a quick stretch.

And then you get back to it with another Pomodoro.


Next Level Productivity — ULTRAWORKING Work Cycles

Speaking of Pomodoros….

Here is THE MEGA SECRET TOOL FOR MASSIVE PRODUCTIVITY.

UltraWorking Work Cycles.

This startup is incredible. And this tool is free and amazing.

It basically takes most of the stuff I’ve talked about this blog, integrates it, breaks your day down into 20-30min chunks, and lets you set goals and review sessions for each chunk.

I learned about this last summer and when I started using it… it ramped up my productivity hardcore.

They have a 20-30minute intro video you should watch but basically they have this badass spreadsheet that helps you set goals and review for separate chunks of “pomodoro sessions” and integrates it into ONE massively helpful online spreadsheet.

It may sound like a lot first, which is why I recommend the video, but you get it down in like 15 minutes.

I’ve shared this with various work-from-homers, freelancers, and entrepreneurs and they all LOVE it.

Get yo cycles going.

LASTLY, THE Daily Review

Ahh, the end of the day.

We can’t congratulate ourselves, celebrate our wins AND/OR prepare better for the next day without doing a “daily review”.

Even 5-15 minutes is great.

This is what helps you get even more productive as the days go on.

At the end of your “at home” or “remote” work day… take a look at your goals, your To Dos, your overall day, and what you wanted to accomplish...

Did you rock it today? 

Did you put on your socks and provide amazing remote work for your clients, customers, or business?

Did you get that incredible, satisfying sensation of checking off all your To Do items and daily goals?

Or… did you get caught in the FB/IG whirlpool?

Did you spend too much time eating snacks and watching YouTube and maybe missed the mark?

Whatever you did… that’s cool! 

There’s always tomorrow. And every day you can keep improving, keep working on your productivity, keep working on your process, and your discipline.

But, by reviewing how your day went and what you accomplished—you’ll be better able to celebrate OR prepare to win the next day.

So, make sure to review your day at the end of the day.

NOW, GET OUT THERE… OR LIKE 5 FEET OVER THERE

OK, I know that was a lot.

But, since it seems like we’re entering a time of SO many people in the world going remote and working from home… I wanted to share the best “Work Remote” things I’ve picked up over the last 8 years.

Hope you got a nugget or two of good info from that.

I think I might write some more of these with some more tips, apps, hacks, and tricks as the weeks go on.

Would that be of interest to you?

Let me know! Give this article a share, a clap, a like, a share, whatever works in these digital times.

Until the next post,

Brett

The Magic Sales Formula — R + S + C = SUCCESS

OK,

Today I’m going to present you with my magic formula for sales success.

It has three parts.

And when you combine them all, you massively increase your chances for success.

Ready?

Let’s dig in.

The Sales Copy Formula For Success: R + S +C = S

monochrome-photo-of-math-formulas-3729557.jpg
 

R = DEEP Research

This is my favorite part of copywriting and sales psychology.

…And something that MOST marketers and copywriters do NOT take the true time to do.

Deep, deep, deep research is where the nuggets of connection for sales psychology, offer positioning, offer phrasing, and ultimate customer connection comes from. You want to go so deep that you’re in the Mariana Trench of your customer psychology and your offer.

Deep research means:

  • reading tons of real online reviews and testimonials on various websites platforms (Reddit, Amazon, Google Reviews, product listing pages, etc.)

  • long-form interviews with client or client contacts (recorded so you can go back and review)

  • pouring over previous product descriptions, information, or publications

  • intense demographic and psychographic dives into the customer avatar and ideal audience

  • comparable brand and competitor analysis and review (THIS is mega important)

  • and some other secret nuggets I’ll talk about in future blogs….

And it’s true—at some point you have to manage the time you dig into research (you can’t spend 500 hours researching) but I always find that going EXTRA deep does end up getting those rare and majestic words….  

...that truly connect product/offering to potential customer or client.

And result in the sale (or conversion).

If you spend the time up front committing to some hardcore research, you’ll pull out absolute gems to use in your copy AND your communication.


S = Story, Baby

There’s a reason “story” is the buzzword of the last few years (and technically the buzzword of the entire history of humanity).

Stories are what connect us.

Stories are human.

Stories sell.

Because when we have human connection (and an awesome product plus an amazing target audience/list), people buy.

It’s the classic “Know. Like. Trust” (KLT) formula.

People buy from people, products, or companies that they KLT. And the fastest laser beam towards that ultimate KLT goal is with a story.

For example…

If you were selling Ibuprofen.

You can talk about how your over-the-counter painkiller helps with headaches and relief whenever you get a headache.

Cool...

Boring.

Or…

You can share a story-driven image (“image” communicated in written or spoken form) in your ad…

…of that 8:45AM traffic jam…

…when you have a meeting at 9AM…

…and a killer pain tears through the right side of your forehead, making your eye twitch, dripping a little snot from your nose, as the cars behind you and to the left of you both start honking…

…and then your phone starts vibrating from that coworker and you know that call and the static of the speakerphone is going to make your head pulsate even worse…

…all while it feels like an army of angry elves are playing with sharp toys inside your skull.

But luckily!

You remember you’ve got some Ibuprofen in the center console and THAT is going to bring soothing heaven-parting-the-clouds relief to your head.

And now you know —> you definitely want to go grab some more when the bottle runs out.

So you never have to be unprepared when the next headache comes.

A real story with real emotion and human situations connects 100X more than just boring facts and logic.

Tell stories to sell.

C = Rockstar Copy

I’ve talked about Copy ad nauseam on my blog because… 

a) It’s super powerful.

b) ...I’m a copywriter. 

c) Copy is what sells. And you probably want to sell something.

If your FB AD, or your email campaign, or your lead magnet, or your quiz funnel, or your long form sales page all have excellent copy — you’re already ahead of the game.

By having copy that hits the needs, desires, pain points, and/or ideal outcomes of your target prospect, while connecting it to the unique benefits of your offering/product…

...and then adds in the gems of connection you got from the DEEP research, swishes it up with fantastic, connective STORYtelling…  

…and hits the target customer/audience at the exact point of their customer journey where your product is the solution to their problem…

…and builds curiosity/intrigue and entices them to “CLICK” on your offering or service…

…ultimately drawing them down the slippery slope to the sale…

Well, then my friend, you have got:


Sales SUCCESS!

You did it!

You used the sales copy success formula and now you’ve sold a billion products.

Whether it’s a package of #2 pencils, a new iPhone app on how to monitor the amount of showers you’ve given your dog, or your online A-list, ultimate, executive level coaching course…

… you’ve got all the elements in the formula to succeed with sales copy.

Well, kind of.

Let’s be honest.

Business is a never-ending chess game of strategy, trial-and-error, and smart moves.

So you can’t “guarantee” anything. But you can darn sure put in the work and do the smartest things to make sure you’re set up for success.

And the key to advertising and sales is like entrepreneurship: Test, fail, review, improve. Repeat. Keep moving forward.

And that said, when you’re selling your product (especially with the written or spoken word) — this formula is simple and powerful and will give you the BIGGEST upper hand in your sales.

Even though it’s pithy, it’s something I always think about with each client and project.

Do absurdly deep research.

Dig for the best, most connective stories.

Whip it up into the sharpest, most effective copy.

And then put it out to the market.

If your copy is strong, if you’re using stories to create powerful, emotional connections, and if you’ve done your deep research…

…you’ll be way ahead of the game and your sales should increase.

Until the next post,

Brett

Why Writing Authentic, Conscious Copy Actually Converts Better in 2020

I love the age of business we’re in.

Historically… “business” and “sales” and “advertising” have evoked a sense of sheisty strategies, deceptive tactics, aggressive communication, and… just overall business methods that tend to ruin the world.

Don’t get me wrong—there’s still a bunch of that out there.

BUT, there are also SO many more businesses, leaders, and founders out there who are pursuing good business, conscious leadership, and authentic-connective communication and sales strategies.

And I’m into that.

That is the business I love and support.

A Conscious Business Evolution

Over the past 8 years, I’ve personally had the chance to work with some amazing clients and founders in the world of Conscious Leadership, Diversity and Inclusion, Women’s Empowerment, and just entrepreneurial badassery in general.

And at the same time… I’ve seen the shift in the consciousness of humanity…

(such as: people being more connected across the globe, vulnerable, honest, and authentic communication growing (in both feminine, masculine, and non-binary paradigms)… and despite what it “seems like” on the news… the potential for a more connected humanity across the planet).

And this evolution in humanity moves alongside the evolution of business.

Because business is just the commercial interchange element of value between humans.


It’s interesting because “business” is an extension of humanity, so the level of consciousness in business and what we accept runs parallel to reality and humanity in general.

Photo by Jacek Dylag on Unsplash

Photo by Jacek Dylag on Unsplash

 

That also means the consciousness and authenticity of business matches the growth of the consciousness and authenticity of people in general.

As a related aside, I LOVE to study the tried-and-true, classic marketing and sales books — especially from the copywriting legends.

But, so many of them were written or executed during a time of the “old business” model. Whether it was the first half of the 19th century or the cheesy bro business style of the 80s and 90s.

For example, and I will be raked across the coals of the copy world for this…

I love Gary Halbert (one of the most famous copywriters and legends among the copy community)… and there is SO much to learn from him…

BUT, he’s also a pretty bro-sales-dude who, although one of the most effective copywriters (and one of the most studied)… also landed in jail for his tactics. And wrote pretty aggressive sales copy.

So that is something to think about when modeling his every move…

On the other hand, I LOVE Eugene Schwartz, author of ‘Breakthrough Advertising’.

When he died, he was mainly remembered in his obituary as a famous art collector in NYC… versus being labeled as one of the greatest and highest selling copywriters in history. Funny that being one of the world’s most successful sales copywriter was more of a footnote in the representation of his life.

And I love that about him.

I like the guy who’s remembered for encouraging and purchasing art versus JUST business and sales.

All that said—I think it’s super awesome that businesses are getting more conscious, authentic, and human in their leadership, business, sales and copy.

So with that — I want to share a few points of WHY authentic copy actually converts more in 2020.

1. People are over being SOLD to. They want to be UNDERSTOOD and CONNECTED to.

The previous dynamic of sales and business treated the customer or client as solely an object or number.

Sales, sales, sales. Numbers, numbers, numbers.

The “customer” was just an end goal to get as many sales as possible.

Of course, sales and numbers are absolutely vital to business—but reality is more encompassing than just that.

Now that we are getting more authentic and human, we have to think of everyone as a full-blooded, fully realized human.

We want to be understood. We want to be part of a community, whether local or global. We want to have our ultimate desires fulfilled and understood.

I believe when writing direct response copy, it’s the story-driven, empathy connection that really resonates and connects.

And it’s being proven over and over these days with the conversion data.

Because with resonation and connection, comes actual, earned sales.

2. People Are Hyper-Aware of Ad-Targeting and Want Honesty, Transparency, and Realness

This is a whole ‘nother topic itself, specifically related to Facebook ads and the monster of “ad compliance”…

…but in general, the hardcore, old-school tactics of hitting negativity, pain points, and YOU YOU YOU-facing copy and sales is dying out AND just not being as accepted on the platforms.

The social platforms (where most of the advertising is done these days) don’t want aggressive and pain-driven sales tactics rocking peoples lives.

Instead, they want stories, authentic connection, empathy-driven copy, and words that create a supportive experience vs a solely sales-driven experience.

Because people are getting over that.

In general, the normal person out there is seeing so many ads being retargeted to them through their phone and browser, in their FB feed, on the side of their Google page, and throughout their Instagram…

It’s an onslaught of ads fighting for their attention.

So if you ARE going to be there, in the valued space of someone’s attention, you better be offering a supportive and authentic sales message, versus aggressive or intrusive.

And that is more compliant with the ad platforms anyways.

So it’s a win/win for sales and for humanity.

3. People want to see themselves in marketing and sales.

This is the name of the game of storytelling and connection in general.

People want their desires, hopes, dreams, and a mirrored reflection of their ideal lives in their communication.

And I mean ACTUAL desires, hopes, dreams, and ideal lives — not the sculpted version that advertisers, sales people, and copywriters have been doing for a while.

The copywriter should take the DEEP time to do real, authentic research and empathetic discovery into the target market’s lives so he or she can provide actual words and framing that supports the ideal outcome of that person. 

By using conscious, authentic, and empathetic copy in your sales message—that connects with the true desire of someone’s ideal life (that is actually attainable) you can speak to that person more, connect with them, and ultimately move your business AND their lives forward.

To Consciously Conclude…

I believe these are three things to strongly consider when writing copy—and plenty of direct response copywriters will share that offers, products, and copy are converting MUCH better when using this connective, empathetic, and story-driven copy.

And this applies to doing sales or marketing in general.

The age of “bro selling” and “aggressive tactics” are waning. And… the age of authentic communication, emotional empathy, and story-driven copywriting is growing.

And I’m excited and glad to be part of that movement.

Until the next post…

Brett

Why Copywriting Is Your Smartest Investment in 2020

A friend of mine who started a health business that sold for millions recently said to me on a call...

“If I was just starting out growing a business and had a smaller budget, one of the most important things I’d invest in first would be copywriting.”

It’s like he handed me that line on a silver platter!

Well, why does he think that?

Because success in business is success in sales.

And copy (per my last post)... is salesmanship in print.

(a definition coined by legendary copywriter and author of the ‘Adweek Copywriting Handbook’, Joe Sugarman).

pexels-photo-2866909.jpeg
 

In the end, the only thing that keeps any business going and growing is: 

a) sales to new customers

b) more sales to current customers

c) more sales due to a wider array of offerings/products/services

Doesn’t matter if you’re a dread-headed massage therapist or a suited-up tech company CEO.

Ya gotta either get more people in your door or buying your product. You gotta get the people who already come to you buying your “next level” service. OR you gotta provide even more offerings (whether horizontal or vertical).

The key is more sales.  

In this age of awkward human interaction, cell phone addiction, and never-ending phone scrolling… salesmanship has gone from in-person/TV/radio to on-your-screen and in-the-palm of your hand.

When you’re scrolling through your FB or IG feed and you see a celebrity or influencer, or a health expert, or a brand you really love—what is it that you see?

Copy.

(and yes—it could be below the photos or in the IG story, which is called the creative.)

No one likes being sold to over the phone or at the door anymore.

People have become immune to commercials and radio spots and all the “old school sales” stuff.

What works?

It’s the authentic, human-connection, story-driven copy that sticks out to your audiences and inspires them to act…

For example:

Let’s say you have a business or startup that helps people get jobs.

You could be old school and show how:

“Our new app is really great at getting you a job in this crowded market. It really ramps up your LinkedIn profile.”

Or… you could show that person a copy-driven-story of:

What life would look like if they had no more ‘morning stress and anxiety’ from joblessness, the ability to treat friends to happy hours at Taco & Tequila Tuesdays, and the life achievement of never having to scroll through LinkedIn or Indeed job offerings EVER again.

Which way is more intriguing?

Which would sell more customers?

Which would stand out in a crowded AF market place?

Oh, you know.

Because…

Copy rocks.

Well, great copy rocks.

Well, story-driven copy rocks the most.

And, like my friend in the beginning with the multi-million-dollar health company?

He could boringly talk about the type of healthy food products he sells.

And just list out product features…

Or—he could write some story-driven-copy to truly connect his potential customers…

Like, by sharing what your life would feel like when you eat whole, healthy food—with more energy when you’re out all day (the best—a flow of consistent energy), getting 8-hr nights of rockstar sleep everrrryyy night, and having a stomach that not only looks good (since you’ve released some weight) but… the winner… it FEELS good. Because when you start eating healthy, you get this fuzzy-ecstasy feeling in your tummy all day long, which is frankly, addicting.

Anyways, just freestyling on it.

Like my friend said… whether you’re starting your business or you’re already worth $50 million.

Amazing copywriting (in FB ads, in email marketing, in brand copy, and in all your communications) is the golden stuff that will help your business grow.

Just my thought of the week.

Onward into 2020.

Best,

Brett

2019 Book Recap: The Books I Read This Past Year

Happy New Year Y’all!

It’s 2020. And time for my yearly reading recap.

2019 was my best year for reading ever.

I managed to read 52 books over the year—as well as a bunch of short stories and poems. These stories spanned all type of genres, backgrounds, cultures, and author identities.

I tried to read more female, POC, and diverse authors and think I did a solid job. For my reading habit, I wake up an extra 1 - 1.5 hours earlier each morning so I can squeeze more books in.

Below is the list of all the books, followed by my TOP 3 Fiction, Non-Fiction, and Business Books of the year.

Total Books: 52

Business/Self-Development: 24

Fiction/Poetry: 20

Other/Non-Fiction/Bios: 8

IMG-8758.jpg
 

Jan 2019

80/20 Sales and Marketing – Perry Marshall

The Ramayana — Valkimi

Breakthrough Copywriting — David Garfinkel

Mastery — Robert Greene

 

Feb 2019

In a Lonely Place — Dorothy B. Hughes

Inferno — Dante

The Hour of the Star — Clarice Lispector

Triggers — Joe Sugarman

 

March 2019

Deep Work — Cal Newport

 

April 2019

Essentialism—Greg McKeown

The Collected Works of Billy The Kid — Michael Ondaatje

Propaganda — Edward Bernays

Americanah —Chimamanda Ngozi Adichie

Dot Com Secrets — Russell Bronson

The Brilliance Breakthrough — Eugene Schwartz

 

May 2019

Norse Mythology — Neil Gaiman

The Way The Lightning Splits the Sky — Peter Churchull

The Adweek Copywriting Handbook — Joe Sugarman

The Synthesis of Yoga (2nd Half) — Sri Auobindo

Chew With Your Mind Open — Cameron Day

 

June 2019

Leading Men — Christopher Castellani

Peace: Letters for Life — Baba Hari Dass

Man and His Symbols — Carl Jung

The Art of Perspective — Christopher Castellani

99  Stories of God — Joy Williams

 

July 2019

A Clash of Kings — George R. R. Martin

Hero, Victim, Vilain — Brice Maiurro

Abandon Me — Melissa Febos

Catalog of Unabashed Gratitude — Ross Gay

The 7 Habits of Highly Effective People — Stephen Covey

 

August 2019

The Alter Ego Effect — Todd Herman

Leonardo Da Vinci — Walter Isaacson

The Greatest Salesman in the World — Og Mandino

Stephen Florida — Gabe Habash

Mediations — Marcus Aurelius

 

Sept 2019

The Fire Next Time — James Baldwin

The Last Interview — Anthony Bourdain

How to Fail at Almost Everything and Still Win Big — Scott Adams

Salvage The Bones — Jesmyn Ward

No BS Guide to Customer Referrals — Dan S. Kennedy

 

Oct 2019

Willful Creatures — Aimee Bender

No BS Guide to Time Management — Dan S Kennedy

Great Leads — Michael Masterson

No One Belongs Here More Than You — Miranda July

 

Nov 2019

The Girl in the Flammable Skirt — Aimee Bender

No BS Guide to Price Strategy — Dan S Kennedy

Unlimited Memory — Grandmaster Kevin Horsley

The Yellow Book — Baba Hari Dass

48 Laws of Power — Robert Greene

 

Dec 2019

The Complete Stores of Leonora Carrington — Leonora Carrington

Flip The Script — Oren Klaff

The Advertising Solution — Brian Kurtz and Craig Simpson


Out of those 52 books, here are my TOP books of the year:

TOP 3 Fiction:

Salvage The Bones — Jesmyn Ward

The Complete Stores of Leonora Carrington — Leonora Carrington

Stephen Florida — Gabe Habash

TOP 3 Business:

Mastery — Robert Greene

The Adweek Copywriting Handbook — Joe Sugarman

Flip The Script — Oren Klaff


TOP 3 Nonfiction/Other:

Deep Work — Cal Newport

Peace: Letters for Life — Baba Hari Dass

Leonardo Da Vinci — Walter Isaacson

Onward to 2020!

In 2019, I hit my goal of reading more female and diverse authors and I’m going to keep that going into 2020.

(If you want to see my recap of 2018 books—click here).

The three books I’m kicking off 2020 with are “If On a Winter’s Night a Traveler…” by Italo Calvino, “The Lathe of Heaven” by Ursula K. Le Guin, and “Benjamin Franklin: A Life” by Walter Isaacson.

See you in a year for the 2020 recap!

Best,

Brett 

So… what IS a copywriter anyway?

It’s holiday season.

You’re sitting around the table, turkey roasting in the oven (or garlic brussel sprouts for veggie-eaters like me) and your family and friends are chatting it all up.

(PS—the you here is me)

Everyone’s sharing stories… talking about their lives, their kid going to daycare, their new cat Murphy, what’s happening with their jobs, etc..

And the question finally comes:

“So, what do you do again? You said you’re a... copywriter?”

“Yep.”

“Oh, cool. So do you like copyright songs and legal documents?”

“No, no. Not that type of copywriter.”

“Well, what type then!?”

“I’m a sales copywriter.”

An audible gag. Ew. Sales.

“OK, let me say it in a different, better way…” you say as you poke a brussel sprout with your fork. Everyone leans in, enraptured with curiosity.

“I write words that inspire action.”

The gasps and gags go away. A light shines through the windows. Birds start to sing an avian opera.

“Oh, well, that’s pretty cool.”

And everyone goes back to tale-telling and food-stuffing.

Outside of holiday meals… what a copywriter does can seem mysterious… even in the world of business, marketing and writing.

So today, I want to dig a bit deeper, so people can better understand what a copywriter actually is!

Brett_Thinking_LivingRoom.jpg
 

SO WHAT EXACTLY IS A COPYWRITER?

People throw around the word “copy” for everything these days.

Content, blogs, words on a website, pamphlets, brochures, billboards, FB ads, print ads, mobile ads, IG posts, FB posts, this thing, that thing, and on and on and on.

And yes, copy is a super cool word for… words.

But more specifically, copy is generally known as the words used on a brand/product/company’s website or on that brand’s marketing channels.

People often refer to it as “sales copy” or “marketing copy”.

So, yes, a copywriter is someone who writes that copy.

Some people call copywriting— “salesmanship in print.”

I like that. Copy is basically how you would sell in person but through the written word.

I also like to say copywriting is “writing words that inspire action.”

Action towards an ultimate goal, whether it’s a sale or a click.

Copy could be the words used for selling a product or a course, the words used to get people to sign up for an email list…

…words for getting someone to download a free lead magnet like “5 Quick Tips For Starting Your Own Fitness Business”…words on an Instagram post that get people to swipe up and click your product link..

…words to get people to purchase your new Storytelling book on Amazon... or download your “How To Bake Brussel Sprouts in 15 Minutes Video Guide”, etc

Copywriting is writing words of persuasion.

Capiche?

So, after that basic intro of what copy is, I wanted to talk about…

WHAT ARE THE TWO MAIN TYPES OF COPYWRITER?

To dig a bit deeper, in the world of sales and advertising, there seems to be two types of copywriting:

Brand Copywriting

and

Direct-Response Copywriting

Let’s talk about the main differences (although they do often blend into each other at different times and levels).

First, let’s talk about:

Brand Advertising.

This is the “classic” world of copywriting that people usually think of.

Billboards. Big Ad campaigns. Large scale advertising. Product advertising. TV commercials. Videos and Radio ads (or spots). Superbowl commercials.

Think Madmen.

(such as the famous first episode, where they really show Don Draper’s brand advertising and copywriting skills with…. Lucky Strike, It’s Toasted: https://www.youtube.com/watch?v=QKcneQ6N50Q)

Don Draper is a king of brand advertising and writing classic copy.

The goal in this world is to create a feeling and an emotion in the viewer so they create an attachment with the product or brand—and eventually act upon buying it.

Like how you feel about Coca Cola’s holiday polar beer ads so you feel all warm and cozy and connected to the holidays and want to get a nice, cold can of Coke in December.

(in this case, the words and lines/voices in the ads would be the copy).

Madmen and brand advertising like that are ye olde’ glory days of brand advertising. The people coming up with the “words” were the “copywriters” (like Peggy and Don Draper) and the people doing design and art were “creative”.

Brand advertising is still huge, but it has shifted, changed, warped, and evolved with the internet.

No longer do billboards, radio spots, and TV spots have the same weight as they used to. Everything has moved digital—to facebook ads and scrolling phones.

And actually, many of them have started to shift more into the other type of copywriting… the one that I mostly practice…

Direct Response Copywriting.

In ye olde days, Direct Response Copywriting was all that mail that came to your mailbox. You know, those big envelopes with words and exclamation points and headlines with the goal of “getting you to open up a piece of mail.”

In these current days—things have changed drastically—Direct Response nowadays is what you experience all over the internet, all the time.

You are experiencing Direct Response copywriting, literally, almost every minute of the day.

It’s when when you follow your favorite personal brand or thought leader on Facebook, Instagram, or their Website/blog, it’s when you get emails from them, when they want you to listen to their podcast, buy their course, purchase their product, or just get their cool free download— that’s all direct response copywriting.

The goal is they want you to click and/or buy.

There is a “direct response” to you reading the “copy”.

Instead of getting people to “open the envelope” of the letter in their mailbox, nowadays we’re getting people to enter their email address, enter your sales funnel, and get nurtured along until the eventually buy a product.

So it ain’t the same as the cheesy 1970s guy sending mail to your front door.

Now, it’s actually pretty cool.

This is different than Brand Advertising because it results in a direct action, a direct click, a direct sale that can be tied back to words and backed up by data. Versus just creating a brand emotion.

Brand advertising is awesome, but it’s harder to say “did that Coca Cola polar bear directly tie into the purchase of that person in Charlotte, North Carolina who bought a coke at a Kmart”.

So, in the world of copywriting, I’m technically a mixture of mostly direct-response with a bit of brand copywriter.

And that’s what many people are these days. A fusion of the two.

Since I work primarily with diverse thought leaders and founders positively impacting the world (after many years of working with Empowering a Billion Women by 2020 and Storytelling for Entrepreneurs), I help people with their personal brands but PRIMARILY with their sales copy (a.k.a. Direct response copy).

Lastly, how did I become a copywriter?

I did what many people did in the past few years…

I watched MadMen.

And I drank some whiskey.

And I said “I want to do that!”

Because they romanticize that “cool” world so well.

And then realized reality was drastically different than that show (and thankfully, less misogynistic).

But, honestly, my actual origin story is longer, and involves a meeting in Medellin, Colombia, a vegan restaurant, and a baby toucan…

It’s a long, windy tale… maybe better for another blog post (stay tuned).

So—to reiterate—what does a copywriter do?

S/he writes words that inspire action.

Hope that clears it up for you and helps you at your next holiday dinner!

If you liked this post, send it to a copywriter friend of yours, or to a family member who isn’t sure what you do for a living.

(see, that’s the direct response call-to-action at the end).

Until the next post,

Brett

I Won a Facebook Ad Writing Contest. Here's How I Did It.

Kevin and Mike breaking down my FB Ad on stage at Copy Chief Live.

Kevin and Mike breaking down my FB Ad on stage at Copy Chief Live.

“The best copy in the world can’t turn a lackluster idea into something great.”

I wanted to write one more post about my experience at Copy Chief Live.

A few months back—out of 40 copywriters who submitted—I won the Copy Chief StoryMapping FB Ad contest by writing a FB Ad that beat the company’s current control ad.

NOTE — in the copy world, the “control” is the current winning/best-performing ad, copy, or sales page. As a copywriter or hired writer, you want to BEAT the control.


So, that was super awesome.

The coolest part was that they opened the whole Copy Chief Live event and shouted out my win in front of hundreds of copywriters, including some of my copywriting heroes like John Carlton, Laura Belgray, Paris Lampropoulus, Lorrie Morgan and more… (they also presented me with the famous… “Control Beater” t-shirt).

Screen Shot 2019-11-20 at 10.08.51 AM.png
 

But, I ain’t here to brag.

I’m here to talk about the power of story and how I wrote this copy.

HOW THE POWER OF STORY HELPED ME WIN THIS CONTEST

See, this ad contest built off a training created by the FB AD Master himself—Mike Rinard and his StoryMap FB Ad writing framework.

As any great copywriter knows… no matter if you’re a beginner, or the best copywriter in the whole world… you want a framework/model/system to work from with every project, so you’re spending time thinking of the actual idea, the story, and the copy versus just the format and flow.   

Mike’s framework is really amazing and story-driven. So I’m all about it.  

In this post, I want to share some of my process/thoughts on how I wrote this Ad and beat out 40 copywriters for the coveted Goblet of Copy (note: that goblet does not exist).

1. RESEARCH LIKE YOUR LIFE (OR BANK ACCOUNT) DEPENDS ON IT  

Even though this was a contest and not a client, I treated this with the same passion, commitment, and intensity as if it were a high paying client project.

And as I tell every client on our initial calls, in my opinion, the most important element of a copy project is research, research, research. 

You must research so much that the product/client/brand/story seeps into your bones.

Tha means researching:

  • The product or offer

  • The personal brand/authority/client

  • The audience and audience avatar

  • The style of voice of the brand or client 

  • All the pain points of the ideal customer

  • All the desires of the ideal customer

  • Any periphery research that pops into your my mind

This ad was for Kevin Roger’s/Copy Chief’s awesome 4x6 Copywriting System — which is an awesome, simple framework to organize your copy and sales letters so you can bust out great, converting copy quick—so I dug deep into the research.

I re-watched his full 4x6 training (the product), read his posts about it, read up on Kevin’s history and experience as a copywriter and former comedian (the expert/authority), watched Kevin’s live talks, and researched the pain points of working copywriters (the audience/prospect)…

(bonus fact — I was a new copywriter only the years before so I got to write down and reflect on my own pains/desires).

By the time I put pen to paper, my brain was loaded up on all the research and background elements needed to write a great ad.

So the next step was much easier…


2. THE BIG IDEA IS EVERYTHING

On the second day of Copy Chief (sounds like the holidays, eh?) Kevin and Mike spoke about my ad on stage while they broke down the StoryMapping process. They took some time to talk about what made my ad so effective and convert well when they put ad-spend into it…

The main thing was: The Big Idea

a.k.a. The main storyline or overarching story-driven theme of the ad.

Which in my ad was… “The Copy Monsters”.

After doing all that research, I started to ruminate on what “Big Idea” I would thread through the copy.

The classic question of copywriters is:

What is keeping your prospect up at night?”

If you’re selling a productivity product, that prospect might be wondering... “Ah, I never get anything done! And I have 10 work deadlines by Friday!”

If you’re selling a 10-week relationship coaching product, that prospect might be wondering, “Ah, I’m going to be 50 and single and never have had a girlfriend! I am awful at dating!”

If you have a mentality-motivation app, that prospect might be wondering, “God, I just want to be an entrepreneur and grow my business but my idea sucks and I’m never going to make it!”

So I thought… what do new or struggling or working freelance copywriters struggle with?
What keeps them up at night?

So at first… I thought of kids… and what keeps them up at night? 

It’s the Monsters Under The Bed.

So what were the monsters in our copywriter’s bedrooms, lurking beneath their bed…

What were the..

Copy Monsters…

Oh my god. There it is!

The Copy Monsters.

It’s the dreaded, barren white page (writers block and getting started)

It’s the looming fear of client deadlines (and the stress that comes with that)

It’s the internal anxiety of… is this copy good? Will it convert? (all that self-doubt and head trash)

Once I had it, it clicked.

And I wrote that in the copy.  

And okay… here’s the lead of the AD!

Screen Shot 2019-11-21 at 9.47.08 AM.png
 

Important Note — HAVE FUN WHEN IDEATING AND WRITING. I had a lot of fun writing this ad.

If you have fun writing anything, it shows up in the words.

As I started this blog post off with, what Kevin and Mike shared on stage is what it’s all about…

“The best copy in the world can’t turn a lackluster idea into something great.”

It’s all about the big idea.


3. DAY OR NIGHT—It’s Always Story Time 

It’s the buzz word of the century (or maybe the buzzword of all of human history).

And there’s a reason…

Story is everything.

It’s the connection of person-to-person, business-to-person, business-to-business, and beyond.

Whether it’s for brand storytelling, fiction storytelling, intercultural communication, or just relaying a good nugget of something cool you’ve learned… the most powerful way to transmit information (or sell something) is by story.

Having worked with Storytelling for Entrepreneurs for 7+ years (and now being the head writer), as well as studying Fiction Writing and Storytelling at the Lighthouse Writer’s Workshop for 6 years… I’ve been steeped in the power of story for a long time.

When I checked out the Copy Chief contest, I loved that it was for an amazing framework called “The StoryMapping Ad Process”.  

So, as I did all the research, worked through the Big Idea, and started writing the ad… I had story in mind and story on the page.

Copy Monsters itself is a story (think of all the images, characters, tensions and conflicts that might pop into your head when you hear that phrase, especially if you’re a copywriter or writer).

The story of the monsters under the bed that spook you...

The fears and anxieties that plague business owners, founders, and freelancers… we play the story in our heads of what is going to destroy us.

Luckily story’s have heroes and that specific character role is an important part of the narrative of any ad.

In the FB Ad story, that hero is Kevin Rogers and he uses his sword of 4x6 to slay the copy monsters.

If you’re writing an ad or piece of copy… who is the hero of your story?

In the rest of the ad, I thread a little bit of Kevin’s story going from broke Comedian to A-List copywriter selling millions in product and charging $50K for a sales letter.

That’s a story right there.

Also, bonus point, you want to intercept people with “The Right Story at the Right Time”.

The reason this ad works, is that the product and the story I provide intercepts newer or working copywriters at the moment they may feel that tension/anxiety/worry of the copy monsters, so Kevin’s awesome copywriting system is there to provide a solution to their woes.

To slay their copy monsters.

So it’s also all about… Right story. Right time.

4. Lastly, “Nobody Writes Alone”

This is my favorite thing about Copy Chief and their vibe.

Their motto is “Nobody Writes Alone.”

I’m a TRUE believer in that slogan.

It goes along with everything in life… Being human, being a business, creating something… it’s all collaborative in the end.

No one builds a business alone. No one creates a song alone. No one starts a brand alone, No one wins a sports match alone, etc.

No matter what business you’re in, it’s collaborative.

And people always seem to think writing is so solo.

But even the GREATEST copywriters use each others sales page/writing frameworks, FB ad frameworks, etc.

They write back and forth to each other, sharing critiques and thoughts and revisions, building on each others ideas.

When I submitted my copy for the contest, Mike said it was really great and strong but he also pointed out a couple areas I could cut and tighten to make it sharper, and told me to dig deeper into the Copy Monsters idea.

So I did all that. All to create a stronger ad in the end.

Again, even A-listers and high level copywriters do this with each other (and so did Hemingway, Twain, Kerouac, Virginia Woolf, etc etc)

If there’s one true in the world of writing.

“Nobody Writes Alone”

IN THE END…

A-IMG-8236.JPG

The core tenants that helped me win this copywriting contest and beat the company's control ad were massive research, creating a “Big Idea” that truly resonated with the company’s clients, and using storytelling and a proven framework to create an ad that works.

And most importantly, working hard.

I truly worked my bum off for this. It’s the secret sauce to anything.

Hopefully you got some nuggets out of this! I really wanted to share some tidbits of how I wrote the ad and, when they put money into it, why it won.

Got some copy or FB Ads of your own that you or your business needs?

Feel free to reach out brett (a) brandellcreative.com

Until the next post,

Brett





5 Powerful Business Takeaways from Copy Chief Live 2019

Friends!

I just came back from one of the best copywriting conferences in the world… Copy Chief Live.

It honestly blew my mind.

What an authentic gathering of top business people, global speakers, branding experts, and of course, the most bad ass copywriters…

…all mixed with an explosion of authenticity, creativity, and great times. Every attendee leveled up in business, we dressed in costumes and jammed the nights away, and my crew ate many veggie burgers.

Anyways… outside of being generally phenomenal, I learned some really great business lessons from the speakers.

I wanted to share my 5 Top Takeaways— whether you are a business owner, a personal brand, a copywriter, or a founder. 

The RFL9ers with Kevin Rogers, founder and chief at Copy Chief

The RFL9ers with Kevin Rogers, founder and chief at Copy Chief

 

1.  Step Into Your Alter Ego

This is a big and beautiful subject. We were so lucky to have Todd Herman as the opening speaker at CCL. His book is called The Alter Ego Affect and it’s seriously one of the best business books I’ve read in a while.

Everyone should go read it.

Todd broke down elements of The Alter Ego and how the greatest athletes, performers, CEOs, business people, entrepreneurs, and artists in the world… ALL use the concept of an “alter ego” as their own personal superhero identity to really “step up” in whatever their “field of play” is…

Whether it’s the biggest show on earth, an important sales call, a vital business meeting, writing a novel draft, an investor pitch, creating a work of art daily, etc…

For example, Beyonce is one of the most famous Alter Ego-ers. She created her alter identity “Sasha Fierce” when she was younger and coming up in the industry—since she was a shy, Christian girl from Texas, yet she had to be a global artist and “sexy” performer. It was NOT her natural identity at all so she created an “alter ego” that she could channel and step into when she needed it.

And this ability to step into her Alter Ego is what turned her into Beyonce.

Here’s a snippet from an interview with Todd and Katie Couric:

“Athletes use Alter Egos to bring a certain level of intensity and focus to the field, so they don’t fall prey to the worries & concerns of failure.

And everyone can use this idea, because we all want to rise above current circumstances or past struggles to realize dreams or live a more fulfilling life. An Alter Ego, helps people move past emotional resistance and create another level of performance free from what we perceive to be our personal constraints.So an Alter Ego is simply a trusted friend or ally you create i to help you navigate life with more grace and more grit.”

Even Martin Luther King had an alter-ego.

It’s a huge subject that might sound weird at first, but requires deep self-reflection and the exercises in the book. I highly suggest you grab it and develop YOUR alter-ego so you can “step up” in those moments you need a little more courage, grace, or oomph.

Some other key quotes from Todd:

  • “People don’t act on their thoughts. They act on their feelings towards their thoughts… most people are conditioned to seek safety.”

  • “The fastest way to activate flow state—is playfulness.”

  • “Ritual is everything. Create your ritual.”

2. BE YOURSELF — The Shrimp Queen Badass Herself, Laura Belgray

Laura Belgray is my new idol.

She is the copy queen — many people used to know her as “Marie Forleo’s Copywriting partner” but she spoke at CCL about how to OWN your OWN voice and be authentically YOU.

As she was growing her business and working with the top people in the world as “their copywriter” she had a revelation that she wanted to be... herself.

Fully, authentically, empowered and unabashedly herself.

She wanted to be… LAURA mother effing BELGRAY.

And she is.

Laura is an absolute copy and brand powerhouse in her own right and her copywriting tools, lessons, and emails are the best of the best.

At the event, Laura got us all to say (or scream) out loud… I AM FIRST NAME “MOTHER EFFING” LAST NAME.

I am BRETT MOTHER EFFING RANDELL.

You should try it. It feels good. Right now!

Do it!

A key note… actually scream the full curse word out. It feels great.

This ability to pivot from supporting others (which is still great) to FULLY stepping into her OWN identity is how she radically grew her business, built a loyal tribe, and continues to sell her products with ease.

Authenticity is everything.

Who are YOU?

The lesson is that you don’t have to weaken your voice, or—if you don’t want to—be someone elses behind-the-scenes person. Own your own voice and identity.

And be prolific.

Check her out at https://talkingshrimp.com/.

Some other key quotes from Laura:

  • “Quantity CREATES quality. Be prolific. Volume builds trust.”

  • “Inspiration comes from the act of writing. Not the other way around.”

  • “Be wildly known. Raise your profile. Raise your perceived value.”

3.  How I Won The Copy Chief FB Ad Contest With Story

I was super excited to win the Copy Chief Facebook Ad Writing contest.

Kevin, the head of Copy Chief, shouted out from stage at the opening of the event that I was the winner in front of hundreds of copywriters, including some of the top copywriters in the world (and some of my idols).

And on the 2nd day, they actually shared my winning FB ad on stage and talked about what made it beat their control (which is the goal you want to do with any copywriting project or client—beat the current control).

Pretty awesome for my first copywriting conference!

The key to the success of the ad was storytelling and the big idea. And I learned this specific style from the training of the legend Mike Rinard’s “Story-Driven FB Ad Process”.

Many of the greatest ads—whether classic print, long-form, FB or beyond… are driven by stories.

And a singular story that threads through the copy with a big idea.

One of the most powerful techniques in persuasion and sales is hitting the narrative of the pain points, the fears, and the desires of the prospect you’re writing the ad for, in a storytelling fashion
.

(I’ll write more blogs on this as this is a MUCH larger topic than this lil’ ol’ post).

And having worked with Storytelling for Entrepreneurs for 7+ years, I know all about the power and techniques of story.

I wrote the ad based on the worries of what new or working freelance copywriters feel… and helped craft the narrative around the “monsters” that keep them up at night.

It’s best to stop trying to blatantly sell, sell, sell your product or scream at people’s face in your FB ads (or anything really).

What I feel is best (and what they talked about at CCL) is to use the power of story at the top of your ad so when it catches people’s eye in the midst of their day… they’re hooked in.

I’ll talk more in a future post about the exact story process that got me to win the contest and beat the control ad.

 

4.  Challenges are normal. Face them. THE WISDOM OF JAMES SHRAMKO.

We had so many high level business people speak at CCL. Like real high level.

And perhaps the highest of them all was the business powerhouse and global coach himself… James Shramko of SuperFastBusiness.

James gave some of the MOST value-added content I’ve ever heard (as well as the incredible Abbie Woodcock…). This guy helps scale multi, multi million dollar businesses all around the globe.

I loved what James said about the MANY ISSUES we all face in our businesses. No matter if you’re making $1,000/month, $5,000/month, $20,000…. or $10,000,000 per month.

You’re going to have issues, setbacks, roadblocks and problems.

What you need to do is approach it with what he calls… NEAT.

Normal

Expect it

Accept it

Tidy Up

That’s some high level, Australian education right there.

So as your problems and challenges come at you…

First, understand that it’s normal.  It’s normal for these problems and discomforts to pop up. Don’t think it’s unusual for you or your specific situation.

Second, expect it. If you don’t think these problems are gonna happen – you’re in trouble. And they are going to whip you off your feet in a rough way.

They’re coming. Expect it.

Then, accept it. You have to both expect it BUT not fight it. You have to accept it. The issues and challenges are coming your way, so you must engage, pivot, and deal with them in the best way. You might as well accept it.

Truly understand and know that they’re coming so you can navigate effectively.

Lastly, tidy up – I love that one. This is kind of like – clean up your stuff, get everything ready, and move forward. If you know you need a bookkeeper because your books are all over the place, tidy up. If you feel an onslaught of issues coming with your back-end tech, go tidy up. If you’ve hired the wrong person and it’s messing with your business, tidy up.

If you know you need to do more outreach, tidy up and get to it.

Ain’t that NEAT?

More awesome quotes from James: 

  • “If it’s meant to be, it’s up to me.”

  • “Book yourself as your own client. Pay yourself and set aside an hour or two of work each day to work on YOU.” If you’re not working on yourself and your business, it’s going to catch up to you.

  • “Write your EXCUSES list… and then DESTROY IT!!”

     

5. Lastly, and most importantly… community is everything.

Whether you are an entrepreneur, a copywriter, a diversity specialist, a female founder, a bakery business owner, or a tech entrepreneur…

Find your community.

For me, to be in the room with SO many incredible copywriters, who are also friends now, and who understand the world I’m working with—it’ just so incredible for the psyche, the will power, and the wellbeing of this writer.

Especially how so many of them are pursuing creative pursuits and other fun/intersting elements of their lives.

When you find your community, you have support, you have people to bounce ideas and issues off of, and you have a place to have an actual, real good time.

Copy Chief Live was honestly one of the best business events I’ve ever been to and I’m so happy to have walked away with new friends, new colleagues, new work…

…and massive actionable business lessons.

If you’re a copywriter, grab your ticket for next year.

Here are some more pics:


Peace,

Brett

 

3 Secrets To Creating an Irresistible Lead Magnet (That Actually Brings In Leads)

Hey there you badass founder,

So, you’ve spent all this time creating a lead magnet for your business — an ebook, an audioguide, or a sweet infographic that you’re ready to blast out to all the amazing humans who would be a perfect fit for your product or course.

And… it’s, you know, good.

Hanging out on the sidebar of your website.

Popping up sometimes to say hello to your visitors.

But is it GREAT?

Is it a conversion machine?

Is it providing AWESOME value to your list or new visitors so that they—click download—absorb the info—love it—share it—then keep coming back—buying your products and your course and consuming all the value you have to offer this world????

No?

Well, let’s fix that.

magnetic-150096_1280.png
 


3 Expert Tips for Creating a Lead Magnet that ACTUALLY Brings in Leads


1. Give ‘Em A Snippet of your Best Stuff

A lot of people think a lead magnet is just “something awesome and easy-to-download that brings value to your audience”.

While this is kind of true, it’s not the way to make amazing lead magnets that convert more.

A lead magnet is the “top part of your funnel” — if you’re not sure what that is, I’ll be writing a post on that soon! But, quickly, it’s the way to get someone to be aware of you and your value, then start buying into your brand and your offerings.

And, you don’t just want any ol’ download (even if it seems great to you).

You want something that builds up into your ultimate product.

Maybe it’s your badass course.

Maybe it’s your awesome coaching or consulting program.

Maybe it’s all that incredible global speaking that you do (and you want to book even more engagements).

Imagine this:

A little red string tied to a white box of gourmet cookies (I’m talking dark chocolate, coconut-almond, those NYC rainbow cookies, some cheesecake, [insert your favorite cookie here]) — you basically want that little red thread from the cookie box untied and dangling… maybe a few feet from the box… and the red thread is tied to a little cookie (just a treat, just a taste, maybe a tiny, yet delicious, chocolate-chip cookie).

Let’s switch from cookies to courses.

If you have a $1,000 course on leveling up people’s lives which focuses on negotiation, communication skills, and human communication… it could be a 15-30 minute audio or video guide that gives your 3 favorite negotiation tips.

If you have a $2,000 coaching package to help people develop their businesses so they CAN live the lives they want, maybe you have an infographic that lays out the different paths that a new business owner can take towards success.

And on and on.

The key is to make your lead magnet a direct tie and pathway up to your main product and have it be a little snippet of that.

2. Make it Hyper Targeted to Your Audience

OK, so we’ve brainstormed and got some awesome topics that tie to your main, core offering.

You’ve got the snippets.

But, before we move further. We have to do my favorite thing.

Make sure this offer is absolutely dialed into your ideal, target audience.

Customer research. Audience analysis. Deep diving into the mindset and psychology of your ideal customer, consumer, or community.

Audience match and audience perception are THE most important things.

If you’re a 35-year-old female entrepreneur in NYC looking for motivation to keep growing your business—that’s different than a 50-year-old guy in finance who is looking for a course on current investing tactics.

If I’m targeting the first, I want to make sure the info, the vibe, the language, and the value is geared 100% towards that customer avatar so THEY see the lead magnet’s name or headline and want to grab it right away.

Make sure you do the DEEP audience research first, so when you create this lead magnet, your ideal customers out there are just chompin’ at the bits to get it because it fits their needs, goals, and desires and is TRUE to who they are.

Excellent Audience Match + Targeted Snippet Lead Magnet = You On The Path To Success


3. Like a Snack, Make it Quick to Digest

OK so we’ve got some big, awesome topics that tie to your core offering and relate exactly to your ideal audience.

Well, let’s not get crazy here!

We don’t want to give them 100 of your best life tips, a 70-page ebook explaining how to start a business from scratch, a 65-point checklist of what they need to create a sales funnel, or a 2-hour video guide teaching them all the parts of their personality they have to fix to really “level up in life”.

The people who download a lead magnet are often just buzzing by your website.

Maybe you’ve peaked their interest. Like dating, maybe they want to go out for a nice coffee, but they’re not ready to dive into a full relationship.

A lead magnet is the first date.

A nice chianti, a cheese board, and two wonderful people (you and your prospect).

The goal is to have your lead magnet be easily digestible in 15-20 minutes. A glass of wine.

And okay, maybe 30 minutes. Two glasses of wine.

Even some of the longer lead magnets I’ve seen and consumed (40-50 page ebooks) were formatted and written pretty sparse and simple so I could knock em out in a half hour.

I want to be able to absorb a great lead magnet in one sitting, feel the shift in myself that I’ve learned something of high value, and then I can move on to the next thing…

…or even better, now my interest and knowledge is peaked, so I can go back to the person’s website and dig more into their blogs, videos, and offerings.

I can lean back and wonder... what else does this badass founder, thought leader, or course creator have to offer?

Then I‘ll go read their blog posts, their emails, sign up for different newsletters, and ultimately buy their course.

Become a Master of Lead Magnets

So to recap — for an amazing lead magnet, make sure:

  • It offers a small snippet of your best stuff (leading up to your main offering)

  • You’ve done deep customer study and it’s hyper targeted to your audience

  • It’s easily digestible - quick in 15-30 minutes!

If you want more tips on creating badass lead magnets, writing awesome email campaigns that come after your audience downloads, or just conversion copy tips (that actually work)…

Go to BrandellCreative.com or reach out at brett@brandellcreative.com

I’ll be back soon with some more lead magnet funnel and sales copywriting tips.

Ciao!

Brett

The 3 Most Important Elements For Your Speaker Bio

Over the past 5 years, I’ve had the chance to work with some incredible keynote speakers in the global women’s entrepreneurship space.

Speakers who talk on inspiring topics from tech to inspiration to business execution to mentorship and more.

I worked behind the scenes to coordinate details and logistics for speeches, panels, and breakout sessions for events in Montreal, London, Medellin, Sao Paolo––to Sri Lanka, New York, San Diego and beyond––up and down, and all around.

This gave me the unique opportunity to write the official bios + speaking topics + website copy for the websites of these amazing CEOs and Speakers.

And, I’ve seen some successful patterns across the board.


The 3 Most Important Elements to Writing Your Keynote Speaker Bio

mic-mic-stand-microphone-64057.jpg
 

 1.    Keep It Short, Sweet, and Strong

My favorite speaker/keynote bios are one normally one solid paragraph–sometimes two.

When someone goes to your speaker page, they usually already have a gist of who you are (because they’ve been recommended to check you out, saw your website or brand somewhere else, or already went to the Home/About page to read about you and are now going to your Speaking page).

I’ve also seen overly cluttered pages with WAY too much info, along with a one-sheet to download, along with a list of every single event done, along with 15 speaking topics.

It can be overwhelming for an organizer or event coordinator to read.

The About page is where you can go into more depth and detail with your story.

But this part should be short, sweet, strong, and succinct.

Have your bio professionally compact.

 

2.    Include Numbers and Credibility Right Away

Our attention-distracted culture means you have to hook a reader right away.

When it’s the main Bio or About page, I personally love a nice, detailed story with important points from the personal history and life moments, but for the speaking page, it means the reader is already considering having you as a speaker – so you have to prove why they will pay you the big bills.

Numbers and credibility boosters are what help hook people in.

Show your credibility and numbers right away, with things such as:

#s of years speaking/working

# of events you’ve done

# of people you’ve spoken to

# of countries spoken in

When it says “Jen has keynoted 100 Women-in-Tech events to 10,000 people in over 30 countries” it gets the point across right away. It shows you know what you’re doing and you can deliver an amazing, value-adding talk.

3.    Specificity = Success

Narrow down your niche to a specific and unique offering.

The Expert on Women Leaders in the Tech Space

The Queen of Crypto

The Mistress of Mentorship

The Interpersonal Communication Expert for SaaS Startups

Sure, there are “keynote speakers”. But what about the female founder keynote speaker who is an expert of empowering young women into STEM fields? Or, what about the tech founder who is a social media expert on Instagram and Pinterest? Or, how about the Diversity and Inclusion specialist for Mid-Sized Corporations?

When you really fine-tune your keynote persona, you can provide more actionable takeaways, greater value, and ideally, book more speaking gigs and charge more.

teemu-paananen-376238-unsplash.jpg
 

Sometimes, we just have to review, re-organize, and re-access to slim down, cut up, and refine our bios.

And when we do, it makes a BIG difference.

I hope this short blog post helps you to re-access (or re-confirm your awesomeness with) your bio.

So go impact the world.

Increase your influence.

Make a change and speak.

Best,

Brett

PS - If you have any questions about creating a great Speaker page or Bio, feel free to reach out on my contact page.

 

 

 

How To Create Great Content When You’re Busier than Oprah

Let’s say there’s an entrepreneur named Jenny.

Jenny is a business owner (maybe she runs a tech startup, or owns a healthy yogurt company, or she has her own fitness/nutrition business).

black-and-white-black-and-white-busy-735795.jpg
 

Jenny works 40-60 hours/week, reads all the business and self development books, takes all the online courses, has a dozen spreadsheets documenting everything from processes to clients to contracts to deliverables to accounts receivable, to etc etc

And on and on and on…

She works nonstop to serve her clients (and wants to give them the BEST value, offerings, and results), all while simultaneously working on sales, balancing freelancers and outsourced work, while also trying to constantly learn more and level up…

And maybe she’s got a home life too - husband, kids, dishes, laundry.

She might just be at a different career stage than Oprah, but she feels like (and knows) she is doing a thousands things and there’s no time in the world.

AND… she always hears that “You have to put out content” or “You have to write blogs” or “You need to be putting stuff out on social to build your business!”

Yet… “WHERE IS THE TIME??”

Whoever talked about content, blogs, and social must have had a special time machine that added 3 more hours into each day for ideating, strategy, draft writing, draft reviewing, editing, optimizing, publishing, and all those little details...

Well, I say… Hold Up!

Just like anything in business or life – there’s the initial perception and experience of overwhelm and chaos, and then there’s the learning and awareness of THE EASIER WAY.

Just like, when learning aspects to business development, sales, and client securing, there is a more efficient path…

So here are my tips:

Ask Yourself the Right Questions For Strategy, Not Chaos

Many People write blogs just to “write blogs”.

Many people post pictures on IG and FB just to “keep on posting pictures”.

Most people they have to “keep up with their online social presence”.

But, you need to ask why.

And have a strategy.

And with strategy, comes order and ease.

Rather than just posting blogs? You have to assess your business goals and content plan:

Do you have a course you are trying to promote?

Do you have a new product coming out in 3 months?

Are you just at the initial baby stages of your business?

Are you pretty good with clients and you just need to maintain your brand, or increase thought/expert leadership?

These are the questions you have to ask yourself, so once you write down and analyze the answers, you can start tying your content ideas and topics to that.

Whether it’s blog posts or IG photos – you need to have a strategy, so you can more quickly and easily take those photos or write those blogs, and then have them posted.

Trust me, with strategy comes ease.

  

Create a Content Editorial Schedule

After strategy and ideation comes… organization.

I used to fight the “Editorial Calendar” and “Content Calendar” spreadsheets for so long – letting my brain and my simple Word documents map it out, but once I finally dived into really organized Content Calendars my life got SO much easier and more efficient.

My social presence became more fluid and effective.

To have a spreadsheet that keeps tabs on when you’re posting, what you’re posting, and how often actually SAVES you time.

You know that every other Tuesday you’ll be posting a blog post, that every other Wednesday you’ll save a new draft. That every other day you’ll post a Quote post on IG or a “personality” style photo on Facebook.

With calendar organization comes life organization.

With calendar organization comes more order and a decrease in worry and stress.

 

Breathe! You know more than you know

Breathe!

Ugh, you say, why is this here you hippy?

Yes, I’m a yogi as well.

When I was Executive Asst to a global CEO who was working with the United Nations, C-level Execs at Dell, organizers of the largest global entrepreneur events, etc, when there were fires, emergencies, chaos everywhere… she would always say to me…

“Brett, how are you so calm among all this??? There’s a hundred plates spinning in the air!”

And I would say…

It’s actually pretty simple. Just breathe.

We’re not gonna die.

It’s all good.

It’s just business.

When you breath, your body and mind chill out making the inevitable issues, chaos, and fires that come easier and more smooth to deal with.

If you take a moment to breath, whether its daily or hourly, you can step back and realize the problems aren’t so bad.

If you’re having anxiety over the 4 blogs you have to write, or the meeting with your board, or you’re completely re-doing your strategy for a new product launch (or really anything in your business)…

Close your eyes, and breath for a minute.

And then get back to it.

And you’ll see that it’s now easier to plan out the inevitable work.

Your breath is your secret weapon for success.

 

Hire a Content Writer/Editor

You know the deal. Find out what you’re best at, put all of your effort into it, and then hire out what you are not the best at or what you don’t want to do.

This is why people hire social media writers, content strategists, blog writers, and copy editors.

If you can spend your time focusing on business development, or client growth, or client interactions, or all the stuff you love and need to do to grow your business, you can bring in more money, grow the business, and lead the brand/sales/ad stuff to the writers.

It can be a tricky process finding the writer content writer or editor, but once you do, it truly pays off.

Upwork. Your business networks. Referrals. Google.

There are many ways to find a great content writer/blogger/social media manager.

The power is in the search, and taking the first step.

Have questions, want to learn more, or want to try out blog-writing with me? Reach out to brett@brandellcreative.com and I’m always happy (and honored) to have a free intro call!

Rock the words,

Brett

6 Experts Share Why Blogging is Vital to Your Success as an Entrepreneur

 

Blogging.

What a word.

It’s that marketing “buzz word” that never seems to go away.

Whenever we hear content marketing, or brand promotion, or storytelling, or social promotion

Blogging is this thing that seems to be everywhere, all the time, in front of our eyes, scrolling through our feeds, popping up on our phones, talked about by marketers and writers…

And as a business owner, entrepreneur, founder, creative - the question always comes…

Should I be writing blogs?

Is a blog even worth my time?

Is a blog even valuable?

And if I do blog…

Do I need to publish often?

Do I need to write long-form content?

Do I need to use those blogs and cross-post to other channels?

The answer is a resounding YES.

(as you’ll see from these business experts below).

And, especially right NOW as we end 2018 and head into 2019…

Blogs are absolutely vital to the awareness of your business, to the perception of you as a thought leader and expert, and to the successful presence of your business on the internet.

But, don’t just let me blab on about it.

I want to share some quotes from 6 blogging experts in the Blog-o-Sphere (sourced from articles from some of the most important business/marketing publications).

Read on. 

  1. Blogs Help With Expert Positioning.

"Well-written, relevant [blog] posts will help you position yourself as an industry expert and get your name out there among people in your field.”

~ Fast Company - Shlomi Nissan, founder and CEO of 1Byte Beta

Brandell Thought: Blogging is merely your thoughts pushed out through the written word in a digestible format. If you are a thought leader, an expert, a speaker, a CEO - putting out high-level blog posts will help share your knowledge and position you as an expert.

2. Blogs are a critical marketing tactic.

"Blogging is the most critical content marketing tactic for 2018.

…52% of respondents on a recent content marketing survey agreed that blogging is their most critical content marketing tactic."

~ HubSpot - Wanda Coustas, content coach for start-ups and entrepreneurs

Brandell Thought: A blog is an evergreen business asset (that continues to grow with each post). Blogs are a marketing tactic that can be used to get your brand, product, message out to the market and increase your perception in the mind of a prospective audience, community, or future clients.

3. Consistent Blogs provide you with Expert Authority and Credibility.

"Consistent content establishes authority and credibility…

…now that more organizations are developing their own content marketing initiatives, businesses need to be more strategic about how they produce content. Consistency is often what will distinguish serious content marketing contenders from their competitors."

~ Inc - John Boitnott, journalist and digital consultant in TV, newspaper, radio, and internet companies

Brandell Thought: Many people write a blog and… that’s it. Or they get on the flow of 1x/month, and then it’s 1x/quarter, and then 1x/year. The faucet drip slows and slows. But, you have to be consistent. Consistency shows you are on top of content creation and production, shows that you are a true hard-working authority, and displays your credibility as a resource and thought leader.

 4. Blogs Can Get You Visibility/Leads/Sales.

"As a business owner who has built a successful business in large part thanks to blogging and content publication, I’ve seen firsthand the difference it can make in terms of search visibility, leads, and sales. I’m a huge advocate of investing heavily in a content publication strategy, and that strategy begins with the company blog."

~ Forbes - Jayson Demers, Founder & CEO of AudienceBloom, EmailAnalytics, and Kwippy

Brandell Thought: With all we previously commented on, once you are consistently putting out high-level, thought-leader content, it positions you as valuable in the mind of prospects. A great blog and consistent series of blogs builds trust and therefore makes it easier to get conversions, sales, and visibility in your industry.

5. Blogs are Excellent for SEO to Increase Your Google and Search Engine Rank.

Your SEO will improve. Since you need to have a lot of content in order to get search engines to index your website, a blog really helps to achieve that. Search engines will identify your website as a key resource that is providing valuable information that needs to be found. Typically, websites that have a blog have 434% more indexed pages “

~ Forbes - John Rampton, Founder & CEO of productivity app Calendar and payments company Due

Brandell Thought: SEO, SEO, SEO. Everyone talks about it - and that’s a whole different topic to talk about for another set of blogs... But, we know that having great, keyword-targeted content that is consistent helps with your positioning in Google. It helps in how you rank and how you show up in searches. Consistent blogs are still one of the best ways to be top of mind and top of Google.

 6. Long-Form Blog Content is King (or Queen).

“Ultimately, you should create long-form content because it will get you more of what you want: more online visibility (social shares, links), more proof of your authority and industry expertise, and more material for altruistic community building and engagement.”

~ NeilPatel.com - Neil Patel, one of the most famous digital marketers and bloggers in the world. Co-founder of Crazy Egg, Hello Bar and KISSmetrics

Brandell Thought: This is one of my favorite points. We lived in an era of constant, short blogs over the past many years (as people were trying to rank highly for SEO, create nonstop output, and just overload the interwebs with content)––but people are getting sick of value-slim blog posts that don’t go deep. Google actually highly values the posts in the 1200-2000 word range. In 2019 and beyond, people are looking for more detailed, in-depth, and knowledge-heavy blog posts so they can truly get the information and expertise they need.

 ~ ~ ~ ~ ~ ~ ~

So… get to it!

Blogging is still one of the most important content marketing, brand building, and long-term sales techniques out there.

And it's only getting more important to put out great, long-form blogs with the increasing clutter of the internet, with a million more small businesses popping up, and with thousands of new entrepreneurs/brands/products joining the workspace.

So, it’s time to write.

To put out content.

To share your expertise.

To be a thought leader in your space.

Make 2019 a year for blogging.

For your thoughts, for your expertise, for your thought leadership, for your brand to grow.

If you have any questions about content strategy, writing, or blogging, or in interested in having Brandell Creative support your content/blog endeavors, feel free to reach out.

Rock the new year.

Best,

Brett

brett @ brandellcreative.com

Brandell Creative