Wednesday, October 14, 2009

Diabolical magic... Brian McLeod

"YOU have to create the magic. If you can't fill the hall you don't get re-booked as a musician... We were a marketing team in the form of a band constantly thinking two bookings ahead, filling each booking was our job, not to be left to the promoter. Three-appearance-bonding baby!"~Brian McLeod

BRAND PROMISE... Sell. More. Better.

Meet diabolical marketer Brian McLeod...

Brian McLeod's simple BRAND PROMISE is more of a COMMAND... You will Sell, you will sell More, and you will sell Better, so help us all.

This is what happens when you cross a bullheaded Scotsman, with the get-ahead skills of street-smart guerrilla marketing musician.

When copywriting won its most worthy champion... Brian McLeod ...academia and the arts suffered a loss, a great loss. What I have been fortunate enough to experience for the last six-weeks is nothing short of legendary magic making. Brian McLeod has produced something from nothing!

"Past personal passions is the enemy of future profits. Forget the misnomer 'passionate buyer'. All sales are passionate. It's passion that moves the prospect to act, to disrupt the static inertia of day-to-day living. The client's passion for why he created his product is often his downfall. It's the prospect's passion for their future fortunes that is most likely to secure our own. When you live with no expectation at all that other's share your passion, other people's passion come into glaring relief and that's where we seek your profits." ~Brian McLeod

I can't possibly overstate the profitability of research in marketing and copywriting...

Everyone goes through marketing collecting crumbs of research. If you can recognize the profitable crumbs, you can trace a path all the way back from arresting the ATTENTION of a prospect, to the INTEREST and DESIRE that resulted in your ACTION on the sales page.

And research is an art, not a science. Every hack can point to the research crumbs, the wheres, whats, and whos. The art is in the whys: the ability to leverage the crumbs into a SALES FORCE OF PROFITABILITY in the form of a greased chute that leads to a buy button.

"Now, a few words on looking for passions. When you go looking for your exact passions in others, your chances of finding it are very bad. Because of all the people in the world, you're only one of them. When you go looking for any passion at all, your chances of finding passionate buyers are very good. Because of all the passionate people in the world, your product is sure to appeal some of them. The trick is marrying the most powerful passion your product can authentically deliver with the most passionate buying audience, with a track-record of buying products very similar to yours." ~Brian McLeod

For every sale, there is a cause and effect, a motive. And for every motive, a passion. The art of copywriting is the ability to look at the research crumbs, and speak directly to the passions of your buyer's future.

"I win. That's what I do."

~Brian McLeod

Brian McLeod's track record exemplifies his prowess.For me personally, Brian McLeod has overcome challenges that were far beyond the role of any mere mortal copywriter. He has circumvented impending disasters with aplomb, crafted incendiary copy, and pulled together a team of marketers who would have destroyed themselves had we been allowed to give direction by committee.

Perhaps I owe Brian an apology for almost breaking him. The black circles under his eyes are largely attributable to his herculean efforts on my 1-Hour Mastermind Academy launch. His non-attendance at one-of-his best friend's seminar last weekend, Brian McElroy, is entirely my fault. But can you blame me? Without my asking Brian did WHATEVER IT TOOK to bring me into the success he committed to even when I had broken some promises to him as to what resources he would have. That's a stand-up marketer to whom I OWE BIG!

Let me start with a token of my gratitude Brian... Thank you.

Brian McLeod aka @LoudMac lives in Miami, Florida and can be reach on his blog by clicking his name.

1 comment:

LoudMac said...

Working on this project together has been a zany ride my brother... but the payoff is so big in myriad ways...

Some of the most important having NOTHING to do with sales, revenue, money or biznass...

As much as anything, I'm glad we've gotten so tight as friends. You make my brain sizzle.

Thanks for writing this, bro. You are legend.