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Cutting Through the Copy with Guest Mitch Miller: MakingBank S2E44

with Mitch Miller



MAKING BANK is now a weekly YouTube TV show and iTunes Podcast full of #Success and #Business with Josh.

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Writing copy is hard work for a lot of entrepreneurs, and it’s hard for the pros as well. It’s difficult to get into the mind of someone else and write in a way that would persuade them of something they don’t already believe.

You may think that the best copywriters and writers in the world cruise along on talent alone, but the writing process is truly excruciating. Kurt Vonnegut himself, he said, “When I write, I feel like an armless, legless man with a crayon in his mouth.”  

Today on Making Bank, host Josh Felber invites Mitch Miller to talk about his entrepreneurial journey from nearly dying of a heart attack at age 21 to becoming a highly sought after copywriter. He shares some great copy secrets you can apply to your own marketing today.

Mitchell is a marketing advisor to millionaires, CEO’s, celebrities, and thousands of entrepreneurs who are crazy enough to listen to his rants. He’s the guy who’s called up secretly in the middle of the night by some of the biggest names in business to give them timely advice and clarity when it’s most needed.

He is also the author of three books and runs a wildly successful training firm with his business partner Macaulay, called Opposed Media, where they hold workshops and training events all across the world. He’s also regarded by Ethers as the King of Copy and the Dan Kennedy of today. His marketing campaigns have generated millions for clients over the last ten years, including one that took someone from $178,000 a month to over one and a half million dollars in a month, in less than 100 days.

So, tune-in to hear Josh and Mitchell talk all-things entrepreneurship and copywriting, as well as…

  • How he almost died and it caused him to completely shift his worldview
  • The various businesses Mitchell has tried to build along his journey
  • How to use surveys in your copywriting process
  • Why it’s so important to sell the result instead of the product

And much more…

Including free gifts Mitch generously offered to you, our listeners: “Our million dollar sales recipe. A 21 step sales copy recipe that tells you exactly what to do, framed like a recipe”

SUBSCRIBE for weekly episodes and bonuses:

Cutting Through the Copy with Guest Mitch Miller: MakingBank S2E44

Josh:      Welcome to Making Bank. I am Josh Felber, where we uncover the success strategies and the mindsets of the top one percent, so you can amplify your business and your life today. I’m really excited for today’s guest. He is the marketing advisor to millionaires, CEO’s, celebrities, and thousands of smart entrepreneurs like yourself, who are crazy enough to listen to his rants. He’s also the guy who’s called up secretly in the middle of the night by some of the biggest names in business to give them timely advice, and clarity when it’s most needed.

He is also the author of three books, and runs a wildly successful training firm with his business partner Macaulay, called Opposed Media, where they hold workshops and training events all across the world. He’s also regarded by Ethers as the King of Copy and the Dan Kennedy of today.

His marketing campaigns have generated millions for clients over the last ten years, including one that took someone from $178,000 a month, to over one and a half million dollars in a month, in less than 100 days. I’m excited to welcome Mitch Miller to Making Bank.

Mitch:   And now I have to live up to that.

Josh:      Well, your assistant sent that. He sent that over, so maybe he didn’t vet it in time.

Mitch:   I’m really happy to be here, man.

Josh:      Well, cool. I guess, give us a little bit of background. How did you get started on the whole path, the copy, and kind of in this whole entrepreneur venture that you’re down today?

Mitch:   It was kind of an accident. I mean, I almost died when I was 21, so if that didn’t happen, then none of this business shit would’ve happened.

What happened was, I was in rock bands all my teenage years, and because of that, I enjoyed the guitar more than school, so I never went to school, never went to high school, any of that. I never graduated high school. It was all just partying, drugs, rock and roll, women, multiple women, multiple parties, drugs, all that stuff.

Anyway, when I was 21, I had a heart attack from doing those things in excess, and it was pretty crazy. At the time, the band was pretty successful. We were offered a record deal by Chad Kroeger, who is the singer of Nickleback, which was the largest band in the world at the time. We were on the radio already, touring and stuff like that, but our singer ended up having a mental breakdown, and he left the band and he was the chief songwriter.

So, that, plus the heart attack, it was just kind of like everything was over. I was like, man this … I was 21 when I had the heart attack, so I was okay. The heart, 100% recovered, and I was out of the hospital in a couple days. Young people are resilient. It was pretty crazy. That was the wake up call, and it actually woke me up. What’s cool is, you talk about the one percent, like the entrepreneurs, the person who’s like … The way almost describe it is like, that person’s awake. That woke me up. Before that, I wasn’t even remotely awake. I was having fun, but I was the furthest thing from wanting to improve myself or anything like that.

That’s when I decided I wanted to do something different, and I was awake. I was looking for something. When the student’s ready, the teacher appears. I found Tony Robbins somehow, and Robert Kiyosaki, and those guys were talking about, you don’t have to be the same person you are. Robert Kiyosaki said, “You don’t want a million dollars. That’s not the right question. It’s not how I can make a million dollars, it’s how can I become the type of person that’s worth a million dollars,” or worth having a million dollars hit him.

I was like, “Oh, shit.”

Tony Robbins was like, “You don’t have to be the same person you’ve been. I don’t care what your background is, you can be whatever you want.”

I was like whoa.

Josh:      Mind blown.

Mitch:   Yeah, mind was blown. I was like, “Holy shit. I don’t have to be me. I can be a better version of me.”

And so, to make a long story short, Tony Robbins interviewed Jay Abraham on one of his interview sessions. It changed everything. I was like, marketing, business, this is so exciting. And marketing has been my passion ever since then, ever since 2005 or 2004, whatever that was.

I went down the path of changing myself, trying to build businesses, failed nine times, trying to build all sorts of business from landscaping companies to building pallets to online companies and all of this, and failing and trying. You know, walking into businesses, cold, trying to sell them stuff, and basically trying everything under the sun and not having it work. Not because what I was saying or what I was doing wasn’t right, it was because I was still me.

People look at me, they didn’t want to do business with me still, because I was still me. Over the last 10 to 12 years, I’ve really just, my passion has been learning and really studying as a student obsessively, marketing and advertising. And that, paired with the entrepreneurialism, I think has helped me succeed, and now in a way where I understand the stuff at such a crazy deep level, because of my obsession for studying it for so long.

Josh:      That’s awesome that you became … That obsession, has now became that passion, and where your heart and where your mind and everything is now. I do remember a cool story you had told me a little bit about, was when you had your landscaping business. You were trying to figure out, how can I generate revenue. You talked about writing this letter to help other landscapers, I think it was. You remember?

Mitch:   Oh, yeah.

Josh:      And then all of a sudden, you had this little seminar business helping landscapers.

Mitch:   Yeah, and that was totally … That was about a year after the landscaping … Because winter came along and I didn’t want to … In Canada, you don’t do landscaping in the winter. You shovel sidewalks. I didn’t want to do that, so I’m like, “Oh, maybe I’ll create a seminar for other landscapers so that they can hit the ground running next season.”

Josh:      That’s the cool thing though, was, as you were moving down that path, and finding out who you were and discovering your passion and your focus, you started to move yourself in that direction, whether it was creating that marketing, creating those sales pieces to help other landscapers, which now today, you’re out helping other people grow their business. You’re helping other people move their businesses forward through coaching and consulting, which was back, kind of that prelude that you did years ago, that led you down that path now. That’s pretty awesome.

Mitch:   Whoa, you just gave me some introspection into myself that I didn’t even know I had. Some reverse going on. I think what it really is, man, is that I actually really enjoy teaching, and I think, if you’re going to fucking teach people, you got to teach them the right things. There’s a guy who’s teaching, just so he can make a buck and sell his courses and just make some money online and shit. It’s not that there’s anything wrong with that, if what he’s selling is good, but I truly see myself, especially when I get older, because right now I still see myself as young and reckless, and whatever. I want to be one of those philosophers who really changed the game and who really take the body of knowledge that we have today, and really take that torch and move it on, and just do something more meaningful than just selling a few info products or something.

Josh:      What’s your thoughts, because I know there’s so many people, and you mentioned a minute ago, was coming out with courses, and they go and they get big Facebook ad win, and now they’re like the super guru of Facebook and stuff. It’s like, you just see them in your newsfeed, and all online … I guess, I’d like to hear what your thoughts are and I’ve talked to some other people about it. How can people sift through all that to find the true deal?

Mitch:   It’s so tough. It’s so tough, because the one percent, the true entrepreneurs watching this right now, they know that you only want to sift through it to find out who you can fucking pay the money to to hire it. Not who I can buy the course, or torrent the course or pirate the course, so I can do it myself. The true entrepreneurs don’t want to do it themselves. I don’t think you want to sit there Josh, at this point, and fucking place your pixels, and run your ad campaigns. I mean, you would go crazy. You wouldn’t have time for your kids, you wouldn’t have time for nothing.

The purpose of being a business owner, is like a traffic cop. You’ve got to know who to employ. I think the first step is to keep your head into entrepreneur mode, and be like, “I’m only going to try to find out … I’m not going to get sucked into the copy, just so I can buy this course and try to put it into practice. No, I want to find out who the real deals are, through referrals,” because I think that’s a big thing with you too.

If you want to find a true professional for a piece of your business, you’re going to ask your friends and say, “Who do you know who’s the real deal at this?”

That’s the first thing, is understanding that true entrepreneurs, don’t get sucked into the biz-op internet, because there’s a lot of tools we can take from the biz-op, the internet marketing community, but understand that mostly, that’s for people who will never, ever do anything in their lives anyway. Those courses are for people … It doesn’t mean you can’t take things from there. It doesn’t mean there aren’t real deals in there, but you want to dip your toes in and kind of take what you need and find the connections through there and use the tools, but understand that the biz-op world is different than us focused entrepreneurs … Are two different things.

Josh:      Right. That makes sense. I think, yeah, you’re right. You know, as entrerpreneurs, it’s finding those right people to help grow your business, whether it’s with copy, whether it’s with online ads and everything. You know, or whether it’s financial numbers, you know, making sure you have the right team to know your numbers and everything to grow your business.

Along your journey here, what really drove you towards focusing in on writing copy, becoming the Dan Kennedy of today and the Copy King?

Mitch:   The whole … I never wanted to be a Copy King. I never wanted to … I found that I have a talent for writing, and so I just started really doing it, and of course if you do anything that you have some natural talent for, then you’ll excel. Really what it was, was the frustration of nothing I was doing working. It was like, I’ll try a Facebook ad, but it won’t work, or I’ll try this funnel or this tool or this plug in. I tried all these things, and it’s all the things that they told us you can do online, you’d be able to make money. I wasn’t making money and I couldn’t figure it out.

I eventually, though lots of pain and lots of trial and error, and lots of introspection, you come to realize that everything that you’re sold is just a vehicle. You’re sold all the meetings, you’re sold a Facebook ad, you’re sold the funnel, you’re sold the landing page software. All those things are fine, they’re awesome, they’re great, they’re tools, but they’re tools and vehicles to house a message, which is an offer and a persuasive offering to a market. What I figured out is, the reason it’s not working for me, and the reason it’s not working for anyone listening to this who’s trying to make stuff work, but it’s not working, is you’re being sold the vehicle, but you haven’t solidified a persuasive message to go inside of that vehicle.

I realize, oh shit, that’s first. I was like, “That’s really everything.”

If you had the cure to cancer, IE, something somebody really desperately wanted, they wouldn’t’ care if you wrote it in lipstick on a napkin. If you can make them believe that it’s the cure, they would take it and they would treasure that napkin. You don’t have to have these crazy funnels. If your message is so on point, people will find it. That was the big ah-ha moment for me. I was like, “Oh fuck, the message, the words, the copy, the pitch. That’s really everything. At least that’s first, before you think about anything else.”

Josh:      Yeah. Definitely. I guess, for me, I struggle with writing. I mean, I can see … If somebody writes something and I read back over it, I’m like, “Oh. Here’s what we can tweak here. Here’s what we can tweak here, and do that,” but for me to sit down and write a gigantic sales letter, I mean, I just … I know that’s where you do well at, and it takes practice, but I guess, it’s how do you kind of bridge that gap?

Mitch:   I feel like there’s a natural talent to that. I can’t just be like, “Hey Josh. Just sit down bro with some whiskey if you need to and just hammer it out.”

It’s true, Van Gogh cut off his ear, because like if you read … This will actually help a lot of you. You go look up quotes about writing, the actual process of writing from the most famous and most legendary authors, and they tell you how excruciating it is. It is so God-damn painful. I mean, Kurt Vonnegut himself, he said, “Writing is like I feel like I’m an armless, legless man with a crayon in his mouth.”

It’s so true. It’s very painful, and you critique yourself and you don’t know what to put, and it’s a nightmare. However, I do still believe there’s an innate talent involved, and I think that at this point, for someone like yourself, it’s not worth it for you to do it. Does that mean it doesn’t need to be done to its best ability? No. It still has to be done. It just means that you aren’t the one doing it.

It does mean that you can be the one tweaking it once it’s there, but that just means as an entrepreneur, that’s not something that you have a natural or inclination towards, therefore, you’re not … Or a passion towards, therefore, you’re not going to sit there and do it, which means you have to hire it out, or hire someone on your team and groom them, because you’re smart enough to know what good copy looks like. That’s one reason to study a lot of the copy writing. If you’re going to write or not, you study to know what’s good or not, so you don’t get hosed in hiring someone and don’t get bullshitted. You know what I mean.

Josh:      Yep. That’s cool. So, as an entrepreneur, say somebody does … They got a little bit of writing, they can do that a little bit. What’s the best way for them to move forward and really start to train and learn? Is it studying all the great ones out there? Is it just sitting down and doing it? How did you transform yourself over the last 10 years to really be so dialed in? I know you’re obsessed on it, and study.

Mitch:   Yeah, I know. There’s no real answer to that, but there are some things. I do find that the people who say to them … Who say that writing comes so easy to them and it’s easy to write, are people typically who are very, very broke and do not write persuasive copy. That’s one pattern. If someone notices that in themselves, or if they notice that in someone that they work with, they say, “No, writing copy is so easy,” I would … Show me results, because I don’t fucking believe you.

Gary Halbert himself, said he can’t stand writing copy, and it’s true. Nobody does. He had to be put in jail, in boron jail in order … No, I’m just kidding.

What really helped me, was understanding that if the purpose of a persuasive message … Because we’re talking about copy and we’re talking about selling shit as entrerpreneurs. We’re talking about selling something. In order to sell somebody something, that means they don’t want it yet, or they’re not completely convinced, so we have to convince them. Therefore, we’re trying to get them to believe something that they don’t, whether that’s, they need to buy right now, or whether they need the product fully right now, or whatever it is.

Since we want someone to believe something that they don’t currently believe, we can’t just say, “Believe this,” that’s like the worst way to communicate.

“No, no. You really do need this.”

They’re not going to be like, “Oh, really? Thanks for telling me.”

Josh:      Jedi mind trick.

Mitch:   Yeah. It’s like, “Yes you do.”

They’re like, “Oh, okay.”

What’s cool, is since we want someone to believe something they don’t already believe, the best way to make them believe it, is by showing them how it’s truthful in another context. The only way we understand things, like a new idea or a new belief, is by relating it to something we already know.

For example, I was in Cambodia and I was eating alligator. It was an alligator burger. I was messaging my father, and was like, “I’m eating alligator.”

And he’s like, “What does it taste like?”

And what’s interesting is, instead … This is the way I described it. I said, “Well, it has the consistency of crab meat, the texture of crab meat, but the taste of chicken.”

He goes, “That’s interesting.”

And I sat that there and I go, “That’s interesting.”

The only way that I could explain something new to him, was by relating it to something that he already knew. That’s how I convince people in copy. When I write this copy and I get people to believe stuff very quickly and very … Especially on my Facebook posts, I can make shifts very quickly, the ah-ha moment, so to speak. The ah-ha moments come from analogies and metaphors, because if I can explain to you that … If I want you to believe a certain business concept, and you’re like, “I don’t know if I buy that.”

But if I show you how you’re already doing it in your life. If I show you how making coffee in a certain way every morning, something that you’re already doing is exactly like this business concept, you’re forced to believe that I’m right and you’re forced to adopt that new piece, because I related it to something that you’re already doing.

Josh:      That making coffee, and then putting your butter in for –

Mitch:   Putting your butter in to coffee.

Josh:      I love David. He’s awesome. He took something that people do every single day, and a product people have used every single day, and based on where he had been at and everything else, combined that and showed the benefits and how it would-

Mitch:   You’re right. That is the version of that. Absolutely he did, because instead of saying, “Hey, I want you to get some medium chain tri-glycerite fats right into your brain every morning.”

People are going to be like, “Oh, I don’t know. A shot of coconut butter. I don’t know. Really? MCT, what is this?”

But he’s like, “You drink coffee already. Let’s make it more awesome.”

It’s just like the easiest little bridge.

Josh:      Right, just spin some butter in and boom, you got super charged for the day. What would you say the three secrets or success strategies to writing copy? Or maybe there’s five points, but maybe … Three to five points that you really look for when you’re writing your copy. I want to make sure I do this, this, and this.

Mitch:   What I want to know is the … If I can know the personality of the person that I’m talking to, then I can freestyle and just sell the shit out of them, and so can anybody, really. I want to know what their meta programs are. This goes back to NLP old school shit, but I want to know what their meta programs are. I want to know if they’re primarily a moving away from person, or a moving toward person. Are they trying to get … As an entrepreneur, are you trying to build your business to get away from certain feelings, get away from poverty, get away from this, or are you moving towards impacting, are you moving towards this?

If you’re a moving away from person, the copy is going to be completely different, the message is completely different. I’m going to be motivating you with fear, and things like that. But if you’re motivated, if you’re towards person, you’re going to be motivated not by fear, you’re going to be annoyed, actually, and that won’t work at all.

When in doubt, with my copy, I always go back and go meta. Is this a person moving away from, or a moving towards person. Does this person fundamentally believe … And I say person as your avatar, your collective market. Do they believe that the earth is their friend? Does he believe that the world is their friend, and everyone is awesome and they’re optimistic? Or do they believe that everyone’s kind of out to get each other and is kind of like a pessimistic thing?

I try to find out these meta things about them. Are they … Is your market a match or a mismatch type person? For example, if I put two quarters in my hand, I said, “Josh, what do you notice here about these two quarters?”

If you say, “Well they’re both quarters,” then that means you’re a match person. You’re looking for what’s the same about them.

Versus somebody who’s naturally looking for the differences will be like, “Well, that one’s more beat up than that one. That one’s heads, that one’s tails.”

That means that person’s looking for the difference, so the copy will be completely different. It’s fascinating stuff. I like to go meta. You do this through surveys. You can find out … You can ask these kind of leading questions, to get in general, what kind of people your market are, and you’re like, “Oh.”

From there, the copy becomes infinitely easier because you’re not rubbing them the wrong way from the start. The rapport is instantly there, you know what I mean. You don’t know if your market is the type of person who needs reverse psychology.

Here’s one more meta program that’s really cool to find out. Are they a person who looks internally for validation and for validation of something, or is it to other people? If I were to say to someone, “How do you know when you’re finally successful?”

And if they say, “Well, everyone tells me I am, and I’m in this book, or I got this,” then you know that they’re looking for other people as the validation they’re successful.

Or if they say, “You know, I’ll know when I’m there, because this is something I’ve worked for for a long time,” and they’re inward. They’re saying, “No. I define my success.”

These meta programs, you get through surveys, you get through talking to your market, you get through just paying attention to the way your market speaks. If you know these things, the copy becomes very easy.

Josh:      That’s cool, and I mean, it brings a whole different perspective into it, and really understanding. I’m glad you said, “Hey, here’s how we go do that, is we use surveys and things.”

That was going to be my follow up question, so you already were leading with it.

Mitch:   I know people are going to ask, because that’s one thing when people give them advice. It’s like, the what to do is there, but nobody ever gives the how to. There’s the surveys, and then there’s … This sounds clique or maybe not clique, because we’re talking about some kind of new shit, but listening. If you’re in Facebook groups or if your market’s on Facebook … Wherever your market is, listen to the way they talk. You can get this stuff out of them. Once you know these things, like those meta programs is just cued up, if you have those there, and you start to listen to what they’re saying, or read what they’re writing, you’d be like, “Oh,” and you’ll start to get it and you’ll be like, “Oh, okay. This is that kind of person. I know I need to use reverse psychology on them.”

You know who they are so you know how to influence them, therefore, the actual writing of the copy becomes a lot easier.

Josh:      One of the things I know too, like in your copy, your copy I guess, is a direct. You get right to the point, but then you kind of bring you through a story almost.

Mitch:   People say it’s like on point. I tried to actually think about … As a word smith, I’m like, “What the fuck does that even mean? What does on point mean?”

You said direct, and so there’s something about the sharpness, on point, point, direct. There’s something about the sharpness of it, so I think what it is, is I get specific on the point I want to make, point, and then I try to say that clearly, but in a way … I try to introduce a concept. I try to introduce that point … I’m really just trying my best to describe something I do unconsciously. I try to say that point in a controversial way. It’s like what you think isn’t actually what you think it is, and are like, “Huh, what do you mean?”

And then I take that direct point, and then I flower … I explain it with analogies and stories and metaphors. Those are really my secrets to copy, is analogies, metaphors, similes, and then I basically try to … It’s almost like a diamond. I start with the direct point, and then I work my way proving it through examples with analogies, metaphors, and everything to lock it in, and then I come back and I come back with a head, and then smash it to a finish.

Josh:      That’s a cool way to describe it, the diamond.

Mitch:   Yeah, it’s the first time I ever … I just made that up.

Josh:      You’re like, “Man, I gotta … I’m going to have a whole nother course here when I’m done.”

Mitch:   That’s right. Man, I’ll be making bank. This show really does work.

Josh:      One of the things you’re doing now is consulting, bringing people in, and holding training groups over in the Philippines, I think in Mexico, just in different international destinations. Are you focused on writing copy a whole lot right now, or is it more the training and that side of things?

Mitch:   Right now, I’m only writing copy for myself. I haven’t written copy for a client in over a year. We’re just writing copy for our own products. Right now I’m in full training mode. We released a copywriting program, so of course I had to do a massive sales letter for that, because you have to prove you copy course with a copy. That copy has to be so on point, it’s ridiculous, because you’re selling through example of what you’re doing. We’ve been working on that.

The coaching, consulting thing is not a niche that I’m really in anymore. That’s why I wrote a book, and that’s why we have a program on it, is so I can put that behind me, even though the information’s completely relevant. That’s there for people, because I don’t want to stick to a niche. I don’t want to be the coaching, consulting guy. I don’t just want to be the copywriting guy. Copywriting is still just tool … A means to an end.

Right now, I’m totally focused on training. Nothing beats the in person training. You know what I mean, like you can do a course, you can do a video, but you’re just speaking to a screen. The stuff like us, like you and I speaking together, or in person, is even a lot better, because you just can really feel what the person … I’m really intuitive, and I almost think of myself as a business therapist sometimes, where like, they don’t even know the question they’re trying to ask, but I already know the answer of what they want and what they need. I can look at somebody and already know exactly what they need to be. I really enjoy that one on one stuff, and that’s why we do the trainings in person, really.

Josh:      Yeah, that’s awesome. You guys kind of do more of a small group … Isn’t it like 8 to 10 people kind of things?

Mitch:   Yeah, it depends on the subject. For copywriting, I’ll do 30 to 50, but on … For example, in August, we have a positioning retreat, and that’s full now, but that’s only 10 people because with positioning and personal branding and all that, you’ve got to be … It’s so nuanced and it’s so personal, that I can’t just talk and have them do some exercises. It’s a really personal thing.

Josh:      That’s awesome. What … I know we’ve got a few minutes left. What would be the best piece of advice or insights you could leave, as an entrepreneur, kind of that you’ve learned, to move their business forward. Whether it’s copy, whether it’s some of the things that you consult and coach on?

Mitch:   I’ll give two, because I’ll try to make them fast. The first one, actually is a big one that I actually wrote a post about, literally right before I got on the conversation with you, is that the idea that deciding good habits and sticking to those, is even better than the thing that you’re trying to even build the habit for in the first place. Terry Crews, you know that guy, Terry Crews is like, go to the gym every day. He’s like, “I don’t care if you sit there and read a book all week. I don’t care if you sit there on your Facebook for a month,” he said, “The habit of going every day is far more important long term, than any kind of workout that you could ever do,” and he said, “That alone … The habit of going every day will never fail you, because by the time you’re 80, you’ll be jacked.”

It’ll never fail you, but if you don’t focus on the habit, you’re focusing on the result or the thing all the time, anytime something goes along with the market can screw you. Your own willpower can mess with you, but if you have the habit every day, even if you don’t follow the action, but you still have the habit of going to the gym, for example, or reading a good book, or doing something every day to close the deal, then that over time will never fail you.

It’s like a solid investment strategy. It’s like that consistent over time will never fail you, even though there’s ebbs and flows.

Josh:      Right. That’s awesome.

Mitch:   That is not too actionable. That’s more of a theoretical thing, but it’s a great way to look at things.

One of my best pieces of advice is, understanding what marketing is in general. Most people don’t really understand. Marketing is everything you do to get someone to the party, and sales is what happens after they walk through the door. I want people to understand and come away with that, marketing is, you’re not selling a product. You’re not selling a thing. People aren’t buying a thing. They’re buying a result. Even further, they’re buying the benefit of the result that they’re going to get from your product.

They’re never buying the product. The product’s just a conduit. It’s just a mechanism for a result. Another way to say this is, marketing, you’re not selling a product, you’re selling the story of who they are if they buy a product. If you can understand that, then you can understand that instead of selling the product, you sell the idea of who they are if they buy it. That is huge, I think for people, if they can understand … It takes them all out of their head … What about me? What about this? What about the product? What about our shipping? What about … All this clutter going on in their mind, it’s like no, stop it. It’s like, tell them the story of who they are, if they use it.

Apple does this beautifully. Their branding, it’s like you know exactly what kind of person you are if you buy an Apple product. They keep it simple. They just sell the story and the feeling of who you’re going to be if you buy it, and it just so happens that the Apple product is the product, but that’s not what they’re selling.

Josh:      Right. I remember way back when they did the Apple PC commercials, and the PC guy was kind of the nerdy, geeky guy, and then the Apple guy was the cool guy.

Mitch:   Yeah, he was a cool guy. That’s right. So, you’re not buying the Apple computer, you’re buying the coolness.

Josh:      The coolness factor.

Mitch:   And to be honest, and really what this is, to cap this off, especially if you’re selling business information, you’re selling really anything actually, you’re selling people back, usually … What is the cool guy? It’s someone feeling confident in their own skin. What’s interesting is, most of the time, you’re not even selling the product, you’re selling them their own confidence back to them.

Josh:      Yeah. That’s true. Helping them discover what they already have there, or kind of break out of that, their current shell or patterns, I guess you could say.

Cool, I know in the very beginning, you mentioned, right before we jumped on, you had an awesome copy guide you wanted to give out to the listeners.

Mitch:   Yeah, I want to give a few things away for free, because eventually, I want you guys to buy my shit, but that’s just disrespectful. I haven’t quite earned it yet, so I want to give you some free stuff to prove it first.

The first thing is actually, it’s our million dollar sales recipe. What we’ve done is, it’s a 21 step sales copy recipe that you can … It tells you exactly what to do. I even framed it like a recipe. I actually worded it like a recipe, like two servings of this, three helpings of that. Really, what it is, is from start to finish, it’s exactly what you need, how you need to structure a good piece of long form copy that will sell a product or a service, and I give that away completely for free.

That’s at Go.CopyPenthouse … Our program’s called Copy Penthouse, so it’s I know that’s a lot to write. I apologize.

Josh:      We got the link right over here.

Mitch:   Exactly. And the other thing I want to give away for free, there’s no upsell or anything involved in that. I just like to give it away. It’s called … My last name’s Miller, so it’s and really what it is, it’s a library of cheat sheets, blueprints, webinars, books, courses, videos, article, all of my stuff really, in one big giant library. It’s there all for free. Everyone can just go and … My sales letters, they’re all there too. A lot of copywriters don’t post their sales letters, but I post them all there for everyone to look at and to model from.

Josh:      Super cool. That’s awesome. Thank you. I just want to say thanks for coming on the show today, sharing your insights and some really cool topics and strategies and stuff for people to really go out and take some action, implement in their marketing, and everything right now. Again, thanks for spending the time, and coming on Making Bank.

Mitch:   Thanks man, I appreciate it.

Josh:      Awesome. Where can people find out about you besides going to get the free links?

Mitch:   Besides getting the free stuff. We were targeting you. That’s our main site. That’s our blog. We’ve got a bunch of articles and videos.

Josh:      Cool. Awesome. I know you’re always on Facebook, so find him on Facebook. He’s always posting-

Mitch:   If you want my gems, I post like four, five times a day, that might sound obnoxious to you but a lot of people say it’s some of the best stuff that they’ve ever read every day. That’s on my personal Facebook profile. You can find that there. I think I reached my friend limit, but you can follow me there.

Josh:      Awesome. You need that fan page right?

Mitch:   Yeah.

Josh:      Cool. Hey guys, make sure you grab some of Mitch’s information. He has some great copy out there. Start reading through it, take in those pieces that he mentioned, and implement them in your business. There may be big chunks of it that don’t fit you, or there may be big chunks that do fit you, but grab what applies and just take that action and implement and start making that a habit every single day.

Again, thanks for watching Making Bank. Mitch, thanks for coming on Making Bank, and you guys get out and be extraordinary.