Hi David,
Kinda seems weird for me to send an email about
why I’m a terrible coach when I’m launching
my coaching program on Thursday, doesn’t it?
But here’s the thing.
Most people, when they’re trying to win over
others put their best face forward.
Then, when you get to know them… all the flaws
come out.
Happens on the dating scene, doesn’t it.
Your partner is perfect, until you move in
together and they turn into a “MONSTER.”
Why?
Because they didn’t tell you about all that
“other” stuff that might have caused you
to say no earlier.
Well, I don’t want to do that.
In fairness to you, I want to let you know about
my flaws, mistakes, errors in my ways first… so
you can see if this Bywater Boofhead is actually
a good fit for you and your business.
Anyway, here’s my story.
I moved around a lot as a kid.
My parents were loving parents – but terrible
coaches, and a sister who didn’t really care for
me that much.
It kind of messed me up. I wasn’t sure how to fit
in, and so ended up opting out.
That was good. And it was bad.
It was good, because as a bit of an outcast – I
learnt to think outside the box.
It was bad because I went through a fair bit of
pain, bullying, loneliness, etc.
I was embarrassed to be me, and couldn’t wait to
escape my home town.
Anyway, when I was 17 I’d had enough of hanging
out at home. So I left Coffs Harbour (where
we lived) in the middle of the night while my
parents were in Fiji… in search of a bit of
freedom.
Wanted to discover the world… get out there on my
own, that sort of thing.
Before I knew it, I found myself in a door-to-door
sales job selling cleaning chemicals.
I sucked.
Was probably the worst salesperson.
Left after 6 weeks.
Then after banana farming for about 10 days and
working out I was too lazy for physical labour,
I saw this telemarketing job.
$5 an hour banana farming in the heat, or $10 an
hour sitting down in an air-conditioned office on
my butt.
It was a no brainer.
But I sucked at that too.
Didn’t make a sale in the first week.
It seemed I wasn’t a natural at ANYTHING.
Lucky for me though, I didn’t have a car at the
time and was getting a lift to and from work with
the best salesperson in the office.
I drilled him with questions… started doing what
he did and gradually got very, very good. After
moving from Coffs Harbour to Sydney I became the
best salesperson in the office.
That’s when I understood the importance of having
a good coach.
Anyway, fast-forward 7 years and I was managing
this little call-centre when I went to a business
seminar and came up with this whacky idea that I
should get started in business.
So we did. My mate and I got together and invested
in a…
HAIRDRESSING SALON
That was my first education into real business.
We started with virtually no money, very little
knowledge and no back-up plan with an idea of
building it up, and selling it, then walking away
with a tidy profit.
But running a business wasn’t as easy as the books
I’d read told me it was.
We had staffing problems (& found the hairdressing
industry can be “bitchy”)
We didn’t know how to manage the books.
We started with virtually no money.
We had a business that was underground with no
direct-walk by traffic.
But despite this, we managed to come up with a few
techniques to quickly get people in the door.
We learned a lot – fast (we had no choice)…
But ultimately, after 6 months, it flopped and we
parted ways. (I can still remember the knot in my
stomach when I woke up to a phone call that the
keys had been changed to our salon).
I parted ways with my business partner & went out
on my own.
Even though I had learnt a lot about marketing
over that time in the salon, I WAS DEAD BROKE.
Had to borrow to pay the rent for my dodgy
half-way house room in Paddington, Sydney (where
I was living alongside a number of dodgy characters
& drug addicts).
Yet I thought, I can’t turn back.
With a job, it will take me too long to pay back
all this ugly debt.
I had to find another way. And I made it my
mission to master marketing, copywriting
and advertising.
So I started studying the subject like a
man-on-a-mission, and with a ready-fire-aim
approach, placed a classified ad in the newspaper
along the lines of “marketing genius-proven
results.”
Slowly, I gathered clients.
It was a struggle.
But my gut reaction was that if I could just stay
in business for long enough… I would learn. I
would make my mistakes when they cost less
(because I had less to lose). And that learning
would allow me to turn things around.
Whereas if I just went back and got a job instead
of “hopping straight back on the horse” I could
end up too scared to act for decades.
By that stage, I’d have kids. The fear would set
in even more. And I’d be a goner.
So I kept going.
Tried all sorts of different marketing mediums.
And eventually I started to get some great
results for clients.
People like…
Peter Johnson from Redman Partners who generated a
3,000% return on investment from a sales letter I
created for him.
Geoff Jowett from Bodytrim whom I’ve now written
ads for that have generated millions upon millions
of dollars for the company.
Michael Russo, who I helped acquire 41 new customers
for his Laundromat and generate 4 times his initial
investment from a simple “junk mail” flyer
Roberta Faddoul from QC Seminars who went on to
become a member of the BRW Top 100 Fastest Growing
Companies after I began working with her. One campaign
alone generated over $800,000.00.
Tim Pringle, a wedding and function singer, who
used a 7-page-quote to increase his sales by
over 500% within a month, from 1 sale out of 11
leads in October, to 6 out of 12 in November.
Theo Tsiamis, a property developer whom I
generated over 500 leads and $200,000.00 in sales
for by running 5 ads that made the phones ring off
the hook.
Larissa Carrus from Airbrushing Made Easy whom I
wrote an autoresponder campaign for to her database
of 3,000 people. That campaign went on to help her
rake in 60 sales within 30 days, and it now generates
money for her while she sleeps.
Steven Aitken from Aitken Real Estate, who used a
5 page letter I wrote for him to generate over
$50,000.00 in sales (even though he thought the
letter would never work because it was too LONG)
Chris Elmore from Guitar Tips whom I rewrote a
sales letter for. It boosted his bottom line by
$114,000.00 a year. I then went on to write some
autoresponders, which helped him rake in an additional
$43,000 a year.
Peter Kirkham from Print Acumen in Perth whom I
created a name squeeze capture page, sales letter
and 15-part auto-responder for in order to make his
web site a set-n-forget money making machine that
made him $70,000 within the first 12 months.
Check out their stories in full detail here.
So yeah, despite the fact…
I started out with nothing & was living in a
half-way house.
I’m not that great at much else (I can’t use a
drill & can barely swing a hammer).
I’m a touch naïve (even got fooled into joining a
cult when I was younger).
… through knowledge and coaching I’ve managed to
help my clients make millions upon millions of dollars.
You don’t need to be a genius to win in business.
Nor do you need all the “shiny marketing
flavours-of-the-month.”
All you need is a systematic way to get more
people to call you – and convert those leads into
customers.
It’s not necessarily slick. It’s not sexy. It’s
not about the latest wham, bam gizmos (because
they tend to be high on hype and low on delivery).
If you want that, don’t choose me.
I’m neither of those things.
But if you want a strategy laid out for you
step-by-step where you’re given exact homework
assignments on what to do on a week-by-week basis
and…
12 hours of coaching (investment would be $6,000
if it was 1 on 1)
Sample templates, sales letters, etc. (that my
clients have paid tens of thousands of dollars
for)
Homework assignments each week so you APPLY what
you learn
An exact outline of how I plan my day & UNLIMITED
EMAIL ACCESS for questions…
Then you really should check this out.
There’s no false promises. No magic pills. No
“information overload” that you’ll never quite
grasp.
Just common sense that works.
So stay tuned 😉
Scott Bywater
If you enjoyed this article
=======================================================
Then by all means, feel free to send it out to your own list, add it to your
autoresponder sequence, or post it on your blog.
Providing you leave it “as is” and don’t make any changes, I’m fine with
it. Of course, all links that are in the article must stay there. And no
changes to the text are permitted.
=======================================================
About Scott Bywater
Scott Bywater is internationally recognised as a
leading copywriter & marketing expert.
As the owner of Copywriting That Sells, Bywater
both consults to clients and has a
handful of products that help business owners and
entrepreneurs get more QUALIFIED
customers, increase the ROI from their
advertising and generate leads.
He is the author of Cashflow Advertising and he
has experience in every facet of
sales and marketing including door to door sales,
telemarketing, business to business
sales and consulting giving him a vast experience
to draw from.
What’s more, he has consulted to hundreds of
different industries before creating his
educational programs which have students from
right across the world.
http://www.morecustomersmadeeasy.com (get more
customers than you can handle)
http://www.copywritingthatsells.com.au/cashflow
(increase the ROI from your ads & sales letters)
http://www.moretimeatthebeach.com/bronze (get over
$371 worth of bonuses for $1 and get a monthly
seminar delivered to your mailbox that my clients
have been paying $500 per hour for until now)
http://www.scottbywater.com/internetsecrets/ (how
to avoid the hidden internet marketing dangers those
“Fat Cat” web firms won’t tell you about)
http://www.scottbywater.com (check out Scott’s
blog for tons of tips and ideas)
http://www.scottbywater.com/proof(real people
getting real results)
http://www.scottbywater.com/critique (get Scott
to critique your existing ad or sales letter)
http://www.copywritingthatsells.com.au (refer
your friends to this site to join Scott’s email
list)
http://www.copywritingthatsells.com.au/quote (get
Scott to create copy for your business)
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