Craig Garber

Important Update: Read this before going any further

I have no idea how you found my website.

Perhaps you’re an existing subscriber just checking in to see what’s up… perhaps you read or heard about my book, “How To Make Maximum Money With Minimum Customers”… or perhaps you just stumbled over here the way we all seem to find new sites – seamlessly guided by the invisible hand of the internet, while clicking from one interesting item to another.

In any case, if you’ve read my book or if you’re already familiar with me, then you know I’m a big advocate of very frequent communication between you and your list.

And yet… if you look at the dates, it’s been 10 months since the last time I posted anything on this blog… and if you look around, there is no “list” to sign up on, anymore.

So, what’s the deal?

The answer is simple:

People change.

Thats it. Boring, but true.

See, over the last few years I came to a couple of conclusions:

1. I really like consulting with clients and writing ad copy for them…

And fortunately, after working with over 300 clients in more than 105 industries (so far)… I am quite busy doing just this, through a steady stream of referrals, and from people who’ve either read my book or heard about me somewhere online.

2. I don’t like being a “guru”

Yeah, I know most people would love to be a guru, but it’s just not for me.

And here’s why: Before I share this with you, we need to take a little detour through our brains.

See, every one of us – and yes, that means you and me, too… are all driven by both intrinsic and extrinsic values.

Intrinsic values are those values which determine your moral code. Things like how you love, your work ethic, how you treat your wife and children, how you behave with your waiter versus your boss or your clients… these are your intrinsic values.

They’re basically your moral governors and they determine the part of your self-worth that has nothing to do with anything but how your feel about yourself and what’s right and wrong.

Extrinsic values, on the other hand, are inputs and feelings that come from outside of you. They’re the portion of your self-worth that comes from things outside of yourself.

Now hang in here with me for a minute, and we’ll get to the point of all this in just a second.

In order to be a serious rock-star “guru”… the truth is, you need to place a very high level of importance on the extrinsic value of “other people liking you.”

And this need to be liked and validated, gives you motivation to be in the limelight.

In other words, if you look at all the really good, really big rock-star gurus – in any field… they’re all very driven by how much people like them.

This is why you see all these folks consistently doing things like:

Being very present on social media:

And almost always coming from a firm position of authority and omniscience, several times a day.

For instance, they’ll drop quotes on you like “Whenever there is trouble outside, look inside for the answer.” (I have no idea if this is a real quote or not, I just made that up because it sounds like some kind of deep shit gurus say on social media)

Being “on,” all the time:

In other words, not really separating their business from their personal life. It’s all one big show, and for these folks, the show goes on all day long…

Making sure they are able to impress you:

This is also part of the positioning and the ability to get more likes.

And by the way, I am not judging any of these behaviors one way or another. I am certainly not in any position to judge – nor, frankly… do I care enough one way or another, to judge.

These are just characteristics people have… No different from liking chocolate over vanilla, or sushi over a burger and fries.

However, here is why I am mentioning this.

Over the last few years (since my book was first published in 2009), I came to the very honest conclusion that I didn’t like doing ANY of these things, at all.

For instance:

1. Although I’m a very gregarious, friendly and easy to get along with… I could give a rats ass how many people like or dislike me…

I mean, don’t get me wrong – I don’t want people to DISlike me… but being liked or not is simply NOT something I have ever been remotely concerned with, in the least. Being liked by others is NOT an extrinsic value of mine.

2. I’m also a pretty private guy and I would be very much out of my element sharing my family and private live on social media for anyone other than a few close friends to see..

Look, I’m a guy who came from a completely fucked up and dysfunctional childhood… and I’ve been lucky enough to come out of that, not only sane and emotionally healthy…

But I also have a great family and a wife I love and actually like, more than anything else.

I value my time and my relationship with her above and beyond anything else I have in life. So my time – our time – is something I cherish and like to keep to myself.

Plus, maybe I’m not looking at things correctly… but I don’t think anyone outside of a small circle of friends, really gives a shit where we are, what we’re doing, or who we’re doing it with…

3. Same thing with being impressive. I don’t really care if I impress you or not, or if you think I’m lofty or a deep thinker, or whatever…

I do care what my wife and my 3 children (and now, grandchildren) think of me, but to be honest… that’s about the extent of it.

But that’s because I have a responsibility to them, and part of that responsibility is making sure they feel I am a good leader and someone they can trust to help them out and be there for them, when they need emotional support.

Plus, I’d prefer to be looked at as a really nice, stand-up guy with a very solid work ethic, first and foremost, over someone who is “impressive” or someone who “always has it together.” Because that’s just not true.

I lose my shit sometimes, just like everyone else does. I don’t pretend to have all the answers, for sure.

I don’t live exorbitantly… my hobbies are pretty mundane (playing guitar, traveling, music, fitness, photography, cigars, coffee)… and I’m not into any really interesting “thrill seeking” events.

For me, life in an of itself has been enough of a challenge that today I am completely satisfied with peace and tranquility, my family, and a few close friends.

I also don’t think I’m qualified to preach to others or to offer them any tid-bits of wisdom, unless they ask me for it.

And even then, I always preface my advice with “Here’s something you may want to consider…” or, “This is what I might do in that situation…”

Point being, I abhor dogma – even coming from myself. Which is another reason why I’m not a fit for the “guru business.”

If you want to be a rock star guru, you’ve got to be VERY comfortable with issuing dogmatic statements.

For me, that’s just not a reality as I believe there are literally hundreds of different ways of getting shit done.

And what’s going to work for one person, might be a complete miss for the next person.

Plus, I think there’s also a lot of “luck” involved in things… in the sense that, sometimes when you’re doing those things the universe supports… you will succeed, no matter what.

At the same time, if you’re doing something that’s not part of your greater destiny… no matter what you do or how good you are at it, you’ll always struggle and never really see things matriculate the way you’d like.

That’s why I don’t believe in dogma – from anyone.

Anyway, my point in all of this is…

Once I really stopped and considered all of these things, I realized I didn’t particularly like what I was doing.

The daily emails… the positioning… the constant advice giving…

It’s just not me.

So I stopped focusing on growing a list, and instead just started doing what I like doing.

Working with clients, consulting them on how to increase revenue and net cash-flow from their sales and marketing strategies… writing ad copy when it’s a fit… and working on other fun side projects I’d always set aside in the past, to instead tend to my “guru” business.

And it’s been a really great decision for me and for my family.

My income hasn’t changed… my stress level has decreased, dramatically… I have MUCH more free time and struggle far less to make money… I travel more with Anne… I take time to play my guitar every single day… I go to bed at a normal hour and spend much more time with my family than I ever have before.

And… more important than anything else, in being true to who I am, instead of who I thought I was supposed to be… I am much happier.

Funny, but I only realized in the last few years, that happiness is a choice.

I think that’s because of the difficult life I had early on. Perhaps I wasn’t aware that happiness was even a valid state of being. But I am now, and I choose to be happy.

So that’s why I don’t post any more… or do the guru thing. It just isn’t a fit for me.

With that being said, I did want to address a few professional issues before I go:

If you read my book, somewhere in there it says something like this, “If you want to talk with me about a project, you have to pay me a consulting fee up front and then I’ll talk to you.”

At the time I wrote that, I was modeling my business after another successful guru.

This was a guy who’s ethics I didn’t particularly care for, and who’s got the personality of a troll. And yet, for some dumb reason, I thought I had to act the same way.

Because I didn’t have the confidence in myself to just be the friendly gregarious guy I am, I set my business up like this.

It’s kind of amazing my business grew and that I did as well as I did, not being myself and acting so arrogant… but so be it.

However, I can’t imagine how many good people I alienated along the way…

I also did this to avoid people just getting on the phone with me and looking for free advice (you’d be surprised how many people actually try and do this), but there are other ways of avoiding this…

Today, I don’t run my business like this. At all.

If you want to talk with me about a project you need help with, or if you think you’re interested in hiring me, shoot me an email. And if it makes sense, we’ll spend some time on the phone discussing what you have going on, and whether or not I can help you, and it’s a fit for us to work together.

Give me as many details as you possibly can about what you’re looking to do, and whether or not you’ve ever worked with someone like me in the past (and what your experience was).

I ask for this information because it helps me evaluate what’s going on and what you are expecting out of someone like me.

If it makes sense, we’ll set up a call and have a chat. If it doesn’t make sense to talk, I’ll let you know that, as well.

You can email me at craig AT kingofcopy.com and unless I’m out of town traveling, I’ll get back to you within one or two business days to at least let you know I’ve received your email.

Second, none of the “buy” links work any more for any of the products on my website. However…

If there is anything you want to buy, we will be happy to sell you the digital product version for 50% of whatever price is listed in the sales letter.

Just contact Anne and mention this offer, and she’ll take care of your transaction, which you can pay through Paypal. You can reach her at anne AT kingofcopy.com

This offer is obviously good for information products only, not for any kind of consulting or copywriting work.

Lastly, if I can offer you any piece of advice, it’s this:

As difficult as things might seem when you’re getting started in a business… try not to waiver from your core values. Be yourself, not someone else.

And also, while it’s definitely good to work hard… make sure you’re taking care of yourself along the way.

Spending an hour a day on a hobby you enjoy isn’t ever going to delay your success. Especially when you consider how much more energy you have after doing something you really like.

Have fun and let me know if I can help you with anything. And if you’ve been with me for a long time, thanks for all your business and support.

Me and Anne in Nashville

Me and Anne in Nashville

About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)

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