Tag Archives: Success Secrets

HOW TO WIN A BAFTA

I’ve recently come off the phone with Geoff Thompson (who wrote the Foreword to one of my books), and he told me the fascinating story of how he came to win his BAFTA Award.

Geoff had written a number of books and was keen to get into film, but just couldn’t get any interest. He’d knocked on all the right doors and gone down all the right channels – all to no avail. For whatever reason, he just couldn’t get started.

Anyway, his books were selling well and so he was on a signing tour of bookshops around the country. At one of these signings, he was approached by a young man – not yet out of his teens – who said he was hoping to get into journalism. Geoff gave him some advice and the young man asked whether he could have an interview for an article thar he hoped to sell to a magazine.

Now at this time Geoff was really busy with the tour, but he kept the young man’s details, and when he was visiting a town nearby a few weeks later, invited him over for an hour. The young man stayed for most of the day and in between getting information for the interview, pumped Geoff for more help and advice which he freely gave. No reward was given, and none was asked for.

I’m not sure whether that article ever saw the light of day, but here’s what did happen…

It turned out that the young man’s sister was a film producer. When she heard about Geoff, she contacted him to see whether she could make a documentary about his life. Geoff agreed and she got to know him – and to hear about his other work.

It was then that she asked him if he would like to make a short film. Geoff agreed, and set about creating something. The film was called Bouncer, and was nominated for a BAFTA. That led to another short film, ‘Brown Paper Bag’, which won the best short film award at the BAFTAs. 
 

And it all came about because he took the time to help someone out, with no immediate promise or chance of recompense or reward. This was definitely a case of sending the elevator back down and Geoff got his reward in a totally unexpected way.

To make a big success in anything, you have to get out of the employee mindset – the one that demands a fair day’s pay for a fair day’s work (the one that is constantly trying to match effort put in with rewards received). You have to move away from demanding an immediate return for your efforts, and refusing to do ‘something for nothing’.

You have to move towards a more holistic lifetime approach that says effort and reward are rarely in sync ~ that big rewards will come from the most unlikely sources ~ and conversely blood sweat and tears will often leave you empty-handed.

Geoff’s reward did indeed come from a very unlikely source. Big rewards have come from unlikely sources for me too ~ and it can be the same for you as well. But only if you open yourself up to the possibility…

And that can only happen when you stop analysing everything you do for its capacity to deliver instant gratification and recompense, and start doing things because they just seem like the right things to do.

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 John Harrison

PUBLISHERS NOTICE 

“HE JUST WON £1,460 IN
TWO DAYS!” 

  Dear Streetwise Customer, 

 “OMG, Ludlow 3:45…two horses to back. Bott N Brown WON at 25/1 !!! Average odds taken on Betfair exchange 80/1. I backed for £12 winning me £960. Can you please thank Bill for me.”

G.B – 6th February 2020

    “Many thanks. Thursday OMG Newcastle 5:30. Special Lady WON 50/1. Won £500. “

G B – 7th February 2020  

 A couple of weeks ago we wrote to you about The Hermes Strategy, a unique approach to horse
racing created by Bill Burrows. I’ve reproduced word for word, two emails I received this week from
one of our customers who tried the strategy for the first time just a few days ago. 

He just won £1,460 in two days! 

Needless to say, he’s pleased!  

 Now we don’t get 80-1 and 50-1 winners every day (although it looks like we do at the moment!) but because this strategy looks at the whole thing from a VERY unusual angle, long odds winners come along pretty regularly alongside more mundane wins.

It all adds up to a great second income for anyone able to spend 7-10 minutes a day putting the strategy to work

For full details, take a look HERE 

You could very easily be up and running and copying Bill within a few hours of reading about this. Everything you need is at your fingertips.         

Best Wishes  

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John Harrison 

www.streetwisenews.com/hermes

Your Hidden Skills

I told you in an earlier bulletin that I’d started ice-skating again after a gap of over 30 years. I also told you that I managed to get back to my previous (very low) standard remarkably quickly. Well I’m delighted to tell you that I’ve actually improved.

When I skated as a kid, I never got beyond going forwards, but when I started again, I decided I wanted to learn to go backwards. I thought it looked really impressive, and so resolved to learn how to do it. 

I got nowhere at first, but then – a couple of weeks ago – it suddenly clicked and I could do it. It’s a great feeling to learn something new, but here’s the interesting thing… 

As soon as I could do it, it wasn’t impressive any more! 

I remember exactly the same feeling when I learned to juggle, to ski, to memorise a pack of playing cards and loads of other stuff. They all seemed impossibly impressive skills when I couldn’t do them, but pretty mundane once I could.

I find this holds true with most things in life, and I suspect it’s the same for you.

Now of course I’m talking about ‘fun’ activities here, but this has wider implications because it lures us in to undervaluing all the skills we have ~ to regard them as something anyone can do. And the longer we’ve had those skills, the more likely we are to undervalue them – the more likely we are to feel that they’re commonplace and worthless.

Indeed we might have even stopped
recognising them as skills at all. 

I spend quite a bit of time writing stuff ~ books, newsletters, sales letters, advertisements etc ~ but rarely do I regard it as a skill. I just think it’s something that anyone can do ~ like talking.

Of course, when I think about it – or sometimes when I see someone else trying to do the same thing – I realise that it’s not as easy as I think, that there is a skill to it.

I’d wager it’s the same for you. There are things you do very well, but undervalue because you simply don’t think of it as a rare skill. As a result, you charge too little for it, or don’t do enough of it. You see, to maximise your productivity and income, you need to be capitalising on your rarest and most valuable skills. That’s where your greatest commercial value lies.

So here’s my suggestion for you. Make a dispassionate and objective list of your skills, and analyse whether you’re exploiting them to the full.

I wouldn’t be surprised if you quickly find a hidden gem waiting to be mined, cut and polished.

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 John Harrison

PUBLISHERS NOTICE 

“HE JUST WON £1,460 IN
TWO DAYS!” 

Dear Streetwise Customer,

 “OMG, Ludlow 3:45…two horses to back. Bott N Brown WON at 25/1 !!! Average odds taken on Betfair exchange 80/1. I backed for £12 winning me £960. Can you please thank Bill for me.”

G.B – 6th February 2020

    “Many thanks. Thursday OMG Newcastle 5:30. Special Lady WON 50/1. Won £500. “

G B – 7th February 2020

A couple of weeks ago we wrote to you about The Hermes Strategy, a unique approach to horse
racing created by Bill Burrows. I’ve reproduced word for word, two emails I received this week from
one of our customers who tried the strategy for the first time just a few days ago.

He just won £1,460 in two days!

Needless to say, he’s pleased! 

Now we don’t get 80-1 and 50-1 winners every day (although it looks like we do at the moment!) but because this strategy looks at the whole thing from a VERY unusual angle, long odds winners come along pretty regularly alongside more mundane wins.

It all adds up to a great second income for anyone able to spend 7-10 minutes a day putting the strategy to work.

For full details, take a look HERE

You could very easily be up and running and copying Bill within a few hours of reading about this. Everything you need is at your fingertips.       

Best Wishes  

john sig.png

John Harrison

 www.streetwisenews.com/hermes

Method Marketing

This is probably not going to come as a big shock to you, but there’s not a lot happening on a Monday night in Rotherham. Which is why I found myself heading up the M1 to see Tommy Steele (No, you’re wrong…he’s still alive) in Doctor Dolittle at the Leeds Grand. 

I can heartily recommend both the show and the theatre ~ a fantastic characterful venue, and a great family production. Tommy Steele is excellent, but you do have cause to wonder (or at least I do) what motivates someone like him to be spending a freezing cold March evening in Leeds. 

He must be the living embodiment of what I’ve been banging on about for ages…when you find what you’re really meant to do for a living, you’d rather be doing it than just about anything else. And you’ll continue doing it long after the financial need has passed. Not that I have any insider knowledge on Mr Steele’s financial situation, you understand!

Anyway, I gather the show was great. It gets my recommendation. 

What doesn’t get my recommendation though, is the coach we travelled in. Now normally, there’s no way you’d get me on a coach. But it was a trip organised by my daughter’s school, and she wanted us to go on the coach. So we did. It’s only a 50-minute journey. How bad could it be? Hmmm… 

What I didn’t know until I got on, was that this was no ordinary coach. It was one specifically designed for transporting small humans…kids. I didn’t even know they made such things, so I learned something there. Anyway, all the seats were child-sized, and although I’m not what you’d call large ~ now how can I put this politely?… 

I found that I’d got a lot more arse than seat. 

Naturally, I moaned and grumbled all the way there, and most of the way back. It was so uncomfortable. And then I realised something ~ this must be how it is for grossly overweight people all the time. But you just don’t realise until you’ve experienced it. If you want to understand something completely, being told about it or reading about it is no substitute for experiencing it first-hand. 

Method actors know this of course, which is why when they’re preparing for a part, they often put themselves in the position of the person they’re about to portray. They know that it’s not enough to learn about the person, they have to actually feel like them. It’s only then that true understanding comes. 

And it’s exactly the same in the
tawdry business of selling stuff… 

Some of most compelling sales messages I’ve created have come because I’ve been able to completely empathise with the potential customers for the product or service. You see, I’ve been in exactly their position. I’ve felt what they’ve felt. I’ve had the same pain, the same doubts, the same anxieties, the same goals ~ the same everything… 

And when you’ve done that, it makes it so much easier to craft a message that will appeal. The reason is simple: if it appeals to you, it will appeal to them. 

If you’ve only heard, or read about, the problem your product or service solves, second-hand, you’re detached from the emotion. And it’s the emotion that sells. The closer you can get to experiencing the raw emotional appeal of your offering (or the problem it solves) at first-hand, the more powerful will be your sales message. 

It’s not method acting…it’s method marketing! 

Before this trip, if I’d been asked to write an advertisement for a diet product, I would have focussed exclusively on the health and cosmetic benefits. The problems of living in a world built for people half your size wouldn’t really have occurred to me, and even if it had, I don’t think I’d have thought it very important… 

Now I know better…and I have the
painful buttocks to prove it.  

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 John Harrison

PUBLISHERS NOTICE 

 FINALLY REVEALING  IAN’S
“INCOME FOR LIFE”
SECRET!

  Hello.
    

    Are you worried you’re going to have to “work until you drop“?

    Are you tired of working all day, every day to make someone else rich when it’s YOU who should be the one becoming wealthy?

     Ian once shared that grief, but now he never has to worry about money again…

    Here’s a PROVEN way to make enough money to retire on as soon as you want, never work again and enjoy a fabulous income for life.

   And it’s not like you even have to quit your job if you don’t want. You can keep your regular paycheque coming in if you’d like while you follow the specific steps of this blueprint in your spare time.

     Let us show you everything about this when you click the link below:

www.streetwisenews.com/wizard

Best Wishes

john sig.png

John Harrison 

How Not To Copy An Idea

In 2007, ‘music-to-slit-your-wrists-to’ exponents, Radiohead, carried out a massive marketing experiment. They released their latest album via Internet download – but with a twist… 

Buyers were invited to pay as much or as little as they liked for the album. They were asked to pay what they thought it was worth. 

There seems to be a fair amount of controversy over the results, but the best estimate I can come up with is that about 1.2 million people downloaded the album, 62% paid nothing at all, and the average price paid was around $6. 

Given that their product cost was virtually nothing (although there would have been administrative costs) and they didn’t have to share the money with distributors, record companies or retailers, that surely must go down as a big success…Even though only 38% of customers paid anything at all. 

Fast forward to last week, and I heard about another marketing experiment along similar lines – but with a very different outcome. 

A restaurant in London attempted pretty much the same thing. There were no prices on the menu, and diners were invited to pay what they thought the meal was worth. Customers hated the whole concept, and spent the entire meal worrying about how much they should pay. They were fearful of paying too little, and looking mean ~ or too much, and looking stupid. Nobody wanted to go back. 

This is a classic case of taking a marketing idea from one environment and dumping it in another, without thinking through how the new environment will impact on the effectiveness of the technique. It’s worth looking at the two factors that turned a winner into a loser here: 

1.  Proximity. With a music download, the transaction
     is remote. There’s no human interaction, and hence no
     embarrassment factor. If buyers had to hand over the
     money to a band member (as they do to a restaurant
     employee), the result would have been very different. 

2.  Costs. With the music download, there are no cost
     implications to attracting freeloaders and skinflint
     customers. In a restaurant, the implications are serious
     because there’s considerable product and service costs to
     cover. If Radiohead were committed to delivering a
     tangible product (rather than a virtual one) they’d have
     been in serious trouble.

I’ve made this sort of mistake on many occasions. A marketing idea has worked brilliantly, and so I’ve blindly used it with another product or market, without giving enough thought to why it actually worked in the original situation. And it’s bombed.

When I’ve looked at the situation retrospectively, it’s usually been obvious that the idea worked in the first situation because of factors that weren’t present in the second. This could easily have been foreseen by anyone humble enough to realise that they don’t know everything, and patient enough to sit down and think everything through carefully first. But it’s me we’re talking about here… 

Neither patient nor humble – but very good at making mistakes. It’s not a great skill. 

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 John Harrison

PUBLISHERS NOTICE 

 FINALLY REVEALING  IAN’S
“INCOME FOR LIFE”
SECRET!

  Hello.
    

      Are you worried you’re going ot have to “work until you drop“?

      Are you tired of working all day, every day to make someone else rich when it’s 
  YOU who should be the one becoming wealthy?

     Ian once shared that grief, but now he never has to worry about money again…

      Here’s a PROVEN way to make enough money to retire on as soon as you
  want, never work again and enjoy a fabulous income for life.

     And it’s not like you even have to quit your job if you don’t want. You can keep your
  regular paycheque coming in if you’d like while you follow the specific steps of this
  blueprint in your spare time.

     Let us show you everything about this when you click the link below:

          www.streetwisenews.com/wizard

Best Wishes

john sig.png

John Harrison 

BECOME A CONVICTION MARKETER…AND GET POOR

I’ve been trying to figure out why I’ve lost all respect for politicians, and I think I’ve found the answer. Paradoxically, it’s because they’ve become more like me.  

Let me explain… 

I’ve always admired conviction politicians – people like Margaret Thatcher, Tony Benn and Dennis Skinner. I may not agree with what they have to say, but I know when they say it, that it comes from the heart. They truly believe what they’re saying – they truly believe that what they’re proposing is right for the country. 

But politicians like these are of a dying breed. In fact they may have died out already. You’ll note I haven’t given you any examples from the modern era. That’s because I can’t think of any. There’s not really a place in modern politics, for people like this. 

The new approach is characterised by people like Tony Blair and David Cameron – chameleon-like characters who, if truthful, would respond to the question “What do you stand for?” with: 

“What do you want me to stand for. I’m flexible.” 

To my mind, this is morally indefensible, and I don’t understand why anyone would want to forge a political career on that footing. The idea that you form policies on the basis of what people say they want, rather than what you believe to be right, just seems ridiculous. Surely the whole point of going into politics is to bring about changes and improvements in the precise direction you believe to be right – not to deliver some half-arsed compromise, ordered up by an electorate primarily motivated by self-interest, greed and envy… 

If I’m going to find out what people want, and then deliver it to them, I’ll do it in a business thank you very much. The money is better and you get to sleep at night. And that’s what I choose to do. 

In a business, it’s called marketing ~ and it’s ethical and deserving of respect. In politics, it’s called opportunism ~ and it’s unethical, and deserving of contempt. In business, you have to give people what they want, but as a politician you should be giving them what they need. There’s a massive difference. 

If you go into politics, please become a conviction politician. I’ll vote for you at least. But if you go into business, please don’t become a conviction marketer. There’s no surer way to the poor house. 

Let me explain what I mean… 

So many people launch a business or money-making enterprise on the back of a conviction. They have an idea for a product or service, and believe that it’s something people need and will pay for. They have no evidence for this, other than their own firmly-held belief. I speak to people like this all the time. 

They approach me with a product or service they’d like me to sell for them. They’ve often spent months (sometimes years) perfecting their offering, without ever going to the trouble of finding out whether people actually want what they’ve perfected. When I ask them about their market research, their test promotions, or their target market, there’s no response other than: “Well, we haven’t done that yet.” 

And what they’ve ended up with, is something perfectly crafted ~ but something there’s a strong possibility that nobody wants to buy. Such is their belief, their conviction, in the product, that they’re blinded to the realities of the market. That’s fine for a politician on a crusade to bring about change he believes in, and being paid to do it, but out-and-out disaster for any entrepreneur who stands or falls on sales and profit. 

Take a leaf out of the modern politicians book… 

Find out what people want and then set about delivering it to them. Don’t waste time and energy trying to sell what you think they need. Sell them what they want instead. And don’t fall in love with your product. Be prepared to adapt and change it into a form that will attract the maximum number of buyers. 

As a politician it’s what makes you a contemptible opportunist ~ but as a marketer it’s what makes you rich.   

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 John Harrison