Who said: oderint dum metuant

Gaius Julius Caesar Augustus Germanicus was assassinated on January 24th, 41. Not 1941, but 41. You see, Gaius Julius Caesar Augustus Germanicus -- also known as Caligula, the third Roman Emperor, was also one of the most hated and despised men to ever walk the face of the earth.

Caligula had a saying -- it was “oderint dum metuant”, which means “let them hate, so long as they fear.”

Fear is a dangerous button to push, and there are many ways to direct fear -- whether you’re guiding prospects or even family members.

For example, you can make your children somewhat fearful of strangers, because in today’s crazy world, it’s probably better that they are NOT overly friendly with people they don’t know. That’s actually using fear for their own good, and not at anyone’s expense.

Then there’s the kind of fear where you put the fear of God into people by acknowledging a common enemy and creating paranoia. And you see, the natural reaction of this is that the people in fear will rally around the messenger.

After all, if you are the one pointing out the evils of “whoever,” then you must be the one to listen to, right?

Some folks say the Bush administration has used some tactics like this in our positioning with the “evil-doers.” Meaning, if we are afraid of the evil-doers, then we have no choice to rally around our own government, because in reality, who else is left?

I don’t put stuff like this past any government -- especially our government. If Caligula and a silly marketer like myself can understand these concepts, then surely W and his crew can figure it out too, no?

Other people say Michael Moore is doing this with his movies, making us all afraid of our own government. Funny how this all works, isn’t it?

Yet others say I’m doing the same thing making you afraid to even think about Michael Moore or George Bush -- or even Eva Longoria and Tony Parker’s wedding.

Weird, huh?

How can you use fear in your marketing? Can you rally your prospects and clients around you? And do you want to?

Let me know.

Now listen closely, tomorrow I’m going on a nice little business vacation. I’m going over to the beautiful UK, where it’s been raining for 30 days and 30 nights so I hear, but it’s going to get nice and bright once I get there.

Then from London, I’m going to hop on over to Portugal to see my friend Christian Godefroy -- one of THE sharpest men around. In fact, if I’m lucky, I’ll be able to persuade Christian to do an interview with me, and next month I’ll release it as my Audio Success CD to my newsletter subscribers in August.

And if I’m not lucky enough to do that, then you will get nothing.

So what I’m saying is that you won’t be hearing from me much next week -- time to have some fun. This also means you won’t have many opportunities to test-drive my newsletter and get this month’s Audio Success CD interview with Rod Underhill -- the founder of mp3.com and by far THE wisest person I’ve ever spoken to about intellectual property.

If you want to hear what Rod has to say, and if you want to uncover the results of over a dozen different online tests I’ve run online, using a wide variety of marketing variables, then test-drive Seductive Selling Free, right now: http://www.kingofcopy.com/ssnl

I will also send you TWO free copywriting and marketing critiques along with your newsletter as well.

Now go sell something, Craig Garber

P.S. If you want to raise your game, and kick it up several notches, then apply for membership in my newest coaching group, right here. : http://www.kingofcopy.com/mavericks

Sometimes You Deserve To Get Swindled -- Maybe

A quote falsely attributed to P.T. Barnum (founder of the famous Barnum and Bailey Circus), but actually coined by famous con-man Joseph ("Paper Collar Joe") Bessimer, said “There’s a sucker born every minute... and two to take ‘em.”

Here’s a blatant example of this: Recently, here in Tampa actually, the FTC nailed a business for making false and deceptive claims. A company was selling a product called “Height Max” and they were claiming this supplement increased height in users between ages 12-25 years old.

In fact, specifically, they said Height Max would make you grow an extra 2 to 3 inches in 6 months, while also increasing lean body mass at the same time.

Obviously, anyone who’s got common sense would understand this simply isn’t possible, without doing some serious genetic altering, or without using growth hormones that would radically impact the internal workings of your body.

It’s just common sense here. Caveat Emptor.

The thing is though -- and you will see this pretty much consistently throughout any kind of fraudulent activity -- what scammers play on is feelings of frustration and humiliation. They are in the “pain relief” business, but they are not really able to relieve the pain they say they can.

The good news is, if you look at yourself as also being in the “pain relief” business, and you focus on the emotional triggers you will be relieving, you will be able to sell into those triggers just as easily, while being honest.

For instance, if you’re a computer geek, you can sell into the elimination of “lack of progress”, “down time.”

If you’re a landscaper, you’re selling into the pain relief of “not enough time”, “not enough skills”, and “not looking as good as your neighbors.”

And if you’re a back doctor, you sell into “pain relief” -- not “I’ve been in business for 13 years.”

Make sense?

Keep this in mind and let me know how it works for you next time.

Now go sell something, Craig Garber

P.S. If you want to raise your game, and kick it up several notches, without using any kind of steroids, except the kind of steroids that are truly the MOST powerful enhancers -- “unconventional ideas and thinking” then apply for membership in my newest coaching group, right here. Our next monthly coaching call is tonight!: http://www.kingofcopy.com/mavericks

P.P.S. Seductive Selling Newsletter -- this month’s issue will be mailed out soon. Get your copy, and two free sales copy and marketing critiques, TOTALLY risk-free right here: http://www.kingofcopy.com/ssnl

On Bleating Sheeps And Odds and Sods.

There’s a curious man in my Mastermind Group named Jeff Pettitt. On the surface, he’s a pretty tough fellow. Big guy, clears six-foot easy and then some, lean and tough as nails. The kind of lean that makes boxers hard and effective, not lean as in “skinny.”

Not wimpy by any means, yet a proper British fellow. (He even wore a tie to the barbecue I had at my house.)

Jeff grew up in London, oddly enough probably not in too different an environment than myself, growing up in The Bronx, thousands of actual miles away, and millions of lifetimes in the distance.

Jeff was an FA referee for 15 years, which means in a nutshell, that he was the top dog in a country where soccer players and anything to do with the game, are revered the same way money and power are revered in this country.

And just to clear that up for any of the dumb folks reading, he wasn’t “a referee in a nutshell”, he was a professional soccer referee, in case there was any confusion. “In a nutshell” is just an expression. I think it might even be called a colloquialism. (Whew, 6 syllables!)

Anyway, Jeff’s got a number of new and exciting things going on in his life, both professionally and personally, as a result of all the success he’s been experiencing, which of course, is the result of all the hard work and smart effective marketing he’s
been doing. (Again, outside of the nutshell.)

Jeff’s also a mentor to loads of up-and-coming referees, which I’m going to advise him to stop doing at our next mastermind meeting at the end of April. I’ll tell you why in a moment, but first, here’s some correspondence between Jeff and one of his
lads, just so you can see what a quality guy Jeff really is. Oh, and read this out loud because Jeff’s got like a solid half-dozen lessons in there - some of which you NEED to
hear:

“Your e-mail does give me a chance to speak to you about how I would push your refereeing career forward. Incidentally, it will elevate your work life as well.

I would ask you to re-read your e-mail to me.

What did this referee do that made him so terrible? I would change your mindset from "he was terrible" to "for him to get better he needs to..." in other words don't bring me problems bring me solutions. If you take this as an attitude for work life as well you'll become a real go-getter in your place. Your bosses will come to you for solutions and you'll start taking off. And like refereeing if you want to make it to the top you better get yourself out of the sheep's pen where everyone is bleating. Will the other sheep like you? No, because you'll show them that they could be better if they got off their butts.

Of course, with a couple of promotions your mortgage will become relatively smaller as you'll be earning more.

Secondly, you don't need a gym membership. You need cardio-vascular strength and that comes from running. You need a good pair of running shoes and the will to get out 3 days a week and build some miles into your legs. I didn't join a gym until I was on the Premiership and that was because I needed to train during the day to enhance my fitness.

As for expense - this is just an excuse. When Fiona and I moved into our house at Welling we had £28 a month for food and clothes!

[Side note: Jeff and Fiona just moved into a HUGE freaking home that costs 7 figures over in the U.K. He also flies business class from the UK to the U.S., four times a year to attend my group meetings. Rest assured, they’ve come a long way, baby.]

So to get the right level of fitness I ran in my work shoes around the streets of the city of London in the evenings, in the middle of the night, basically every lunch time. This meant that all my training was free.

(At that time I worked shifts - and even that wasn't an excuse to stop me getting there.)

Plus I joined the other referees at CUACO on a Wednesday evening. I also made the rule that unless I had a game on a Tuesday I was always going to be at CUACO on a Wednesday come rain, sun, snow, etc. etc.

And now as you see my route to the top you can start to understand why I don't take any old rubbish from anyone about this, that and the other. Getting to the top is about
sacrificing the nice things now for the rewards later. Yes you can keep eating burgers and drinking yourself under the table and finding excuses why you shouldn't be running the streets and you can also keep looking at the TV as referees with the same ability as you appear on those games and you can bore the pants off the other couch potatoes who would have and could have.

Or you can start right now to watch your diet, watch your fitness levels and watch your career go through the roof - both on a Saturday and during the week.

The choice is yours. Jeff

PS It's simple not easy - but nothing worthwhile was ever achieved easily.”

You know, it’s VERY rare to find someone who’s as caring as Jeff is (about as rare as finding an Englishman who actually spells his name “Jeff” and not “Geoff”), and Lord knows he’s a pillar of rock-solid compassion and sincerity, in spite of the fact that he could easily justify not being one.

And reality is, this is literally the very BEST advice this young lad could have received from anyone.

So... why am I going to suggest to Jeff next month, that he stop doling this advice out?

Is it because I am a horrible guy?

Is it because I’m jealous of Jeff’s nutshell?

Or perhaps... I got kicked off my junior soccer team and I’ve been holding repressed feelings back and now I have a slew of unresolved issues that’ve been kicking around my dusty emotional wasteland all these years?

What do you think?

I’ll tell you what, why don’t you reply to this e-mail and tell me why you think I’m going to advise Jeff to stop doing this -- to stop being such an admirable first-class act -- next month when he comes down to our Maverick Marketers Meeting on April 26th and 27th- http://www.kingofcopy.com/maverickmarketer

I will announce the answers on my radio show on Thursday at 1pm Eastern time, and you can listen to it at http://www.kingofcopy.com/radio

You will find part of the answer in my newly re-published version of The Science Of Getting Rich, which is absolutely THE best $10 bucks you’ll ever spend, and you can get that here: http://www.kingofcopy.com/science

Now go sell something, Craig Garber

P.S. WARNING!: Do NOT try my offline newsletter unless you want to increase your ability to control your life... increase the amount of cash you’re walking around with in your pockets... and decrease the instability of your marketing systems. But what do I know? You tell me -- test-drive it FREE right here: http://www.kingofcopy.com/ssnl

P.P.S. Check out all the King’s products at http://www.kingofcopy.com/products

Do NOT Read This Unless You’re Interested In My Mastermind Group

Last week we had our first quarter Mastermind meeting, and frankly, new testimonials, feedback, comments and “thank you” messages have been pouring in ever since. The truth is, I have a hard time keeping up with them at this point.

Since it’s INFINITELY more important what other people have to say about me (except my ex-wife), than what I could ever say about myself, and since my office is now getting at least a few inquires every week about the group, this weekend I’m going to share a few of these comments with you.

I recently posted two videos along with a few other comments from some of my members. But before I tell you where to see them, here are just a few of the things they had to say:

“I truly feel that this first meeting will allow me to more than triple my income this year.”

“...if you have anyone who is sitting on the fence about joining your program, feel free to give them my phone number and I will gladly talk to them.”

“I only wish I had met you sooner.”

“...a life changing event occurred for me in that very moment.”

If this is the kind of experience you’re after, then mosey on over to http://www.kingofcopy.com/maverickmarketer right NOW because in a case like this... better to be 6 months too early... then spend the rest of your life regretting you were even one minute too late!

If you are still uncertain as to whether or not this group is for you, at a MINIMUM, the first step I’d encourage you to take, is to sign up for a free trial of my OFFLINE Monthly Seductive Selling newsletter. This will give you about as best glimpse as possible into what you’re looking at and who I am. You can do this right here: http://kingofcopy.com/ssnl

Now go sell something, Craig Garber

P.S. Just FOUR Days Left to get your hands on this, forevermore! Discover an IDIOT-PROOF way even a backwards man or woman can use to name their business or service, that will position you as THE authority, in Example 5 of this month’s Seductive Selling OFFLINE Newsletter, by trying it FREE right here: http://kingofcopy.com/ssnl