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Welcome to the Sell or Die podcast.
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I m your host, Jeffrey Gittimer.
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And I m your host, Jen Gittimer.
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Well, in this podcast, we re going to help you attract more qualified, unbelievable, ready-to-buy clients.
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We re going to help you build loyal relationships.
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And the one thing you re hoping for, close more deals.
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Let s get into it.
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It s time to sell or die.
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Welcome back, Die Hard.
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How are you today?
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We are fine.
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All is well over here in Charlotte, North Carolina.
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It is sunny and 75 today.
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It is like the perfect day in Charlotte with a Carolina blue sky.
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It is.
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You don t really care what the weather report is.
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You only want to know how you can earn a few more bucks in this economy.
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And we re going to talk to you about that right now, using the right words, literally the right words.
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So Jeffrey, this episode is all about what led to tens of millions of dollars of sales for you and the kind of the secret sauce behind those sales.
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Okay.
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Are you ready for this?
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This is very, I m going to make it as easy to understand as possible.
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You spend 20 years writing and then you wake up one day and it s the most amazing overnight success you ve ever had.
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So what you ve developed is an attraction marketing piece.
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Correct.
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Right.
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By accident, by the way, we ve now made on purpose.
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I didn t realize what it was.
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Every salesperson and business owner wants leads to come to them, wants their phone to ring, wants their website forms to be filled out, wants to get that email ding saying, this person is interested in buying your services.
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And what you created is an attraction marketing powerhouse.
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And that s what we re going to talk about today.
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So what does that look like?
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How did you get started?
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I began on accident.
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Someone wrote about me in the Charlotte Observer, and the Charlotte Observer did not have the foresight to use me as a writer to attract subscribers because they were morons.
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Luckily, I had a relationship with the Charlotte Business Journal and the publisher
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He saw what they wrote about me in the Observer, asked me for coffee, and we decided that I would write a column on selling skills for the 30% of their readers who were salespeople that received nothing from the business journal other than news articles.
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And that if my column was attractive, he would try to get it in other papers.
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That was the whole deal.
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So hold on.
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A lot of people at that point would say, you know what?
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You don t want to pay me for this.
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I m out.
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Like, no, thanks.
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Peace out.
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Like there s no ROI.
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It s too much work.
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No.
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So let s say that my column has brought me probably a hundred million dollars worth of sales that they didn t pay me for.
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Like, hey, moron.
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Sometimes you look at it and you say, okay, I m going to use this as a lead attractor or as a brand builder or as a credibility builder versus trying to get 10 bucks an article, which is basically what people pay.
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Like you get $520 a year, which I ultimately got, by the way, because the publisher of the business journal loved my stuff so much that he sold it to other business journals.
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Guess I low-balled it with the creating tens of millions of dollars.
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Yeah, but here s the bottom line, and this is an important thing.
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I never wrote a book.
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I have 17 books published, but all I did was write a weekly column that had 750 words in it.
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So I never sat down and go, you know, I m gonna write a book on sales.
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No, I just wrote a column on sales, and a couple of years later, I had 100 columns, I had a book.
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Yeah, so the secret sauce for you has been writing, and that s led to attracting clients.
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OK, so yes, that s correct, Jenny.
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So this is how I d like to phrase it, which I think is probably as powerful a statement as I can make.
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My column appeared in the Charlotte Business Journal and other business journal every Friday for 15 years.
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That s a long time.
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Never missed a deadline.
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It appeared in somewhere between 50 and 100 papers, depending upon what year it was, which is amazing.
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And as a result of it, my phone rang.
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Now, I didn t realize it was going to ring as much as it did until I put an article in there and a call to action at the bottom of the article.
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If you want, with Ty Boyd, who was like my mentor in Charlotte,
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gave a couple of seminars and I wrote about it.
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And I said, if you want Tye Boyd s 51 ways to get closer to your customer, to just fax me, to say how long ago that was, fax me your letterhead with the words Tye Boyd on it and your fax number, and I ll get it right back to you.
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We got 300 faxes, 300 leads the first day.
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We literally lit up the business journal.
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They re calling me, we can t get our paper on time.
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What are we going to do?
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So after that, they changed the fax number to our fax number.
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And I needed three fax machines and a full-time person just to handle the incoming leads.
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We never called one of them.
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Got that?
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But for
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20 years.
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I did 2,500 seminars, never made a sales call.
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Everybody who hired me to do a training, any kind of seminar, keynote address, they called me.
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Every single time.
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Fortune 500 companies and family-owned businesses, whatever it was, they called me.
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That s the power of writing.
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Diehard, think about how powerful that is to have your leads be calling you all because you spent a couple hours each week putting something out under your name that makes people want to pick up the phone or open the DM and message you and say, hey, let s chat.
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I want to work with you.
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I had a lot of experience in putting these things together, so it did only take me two or three hours a week to do.
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It may take you 10 hours a week.
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So what?
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This is the mantra, writing leads to wealth, not money, wealth.
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And the challenge for you is, do you have the discipline to make that happen on an every week basis?
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The same way we have a discipline to do a podcast every week, I had a discipline to do a 750-word column every week for 15 years.
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And when you have that, you have the foundation, you have the ground floor fundamentals to publish book after book, which is basically what I did.
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Well, that s a good point, Jeffrey.
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You make it sound so easy.
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Like you wrote all these books and it took you a couple hours each week.
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But for the average person, you know, who wants to write a book and I m sure in, you know, as a diehard, you may have thought about it before.
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You may have considered writing a book.
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You may have then scared yourself out.
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Like, well, what do I have to say?
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And who s going to listen to me?
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Right.
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There s all paths you may have gone down.
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But the truth is,
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Every single person who is selling something, every single business owner needs a book.
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Right.
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Let me throw one other thing at you, which I think is very, very important.
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You may not be a good writer, or you may not think of yourself as a good writer, but in today, I had the business journal.
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That s it.
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Every once in a while, somebody would put me in their newsletter.
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That s it.
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Today, you can do Facebook, you can do LinkedIn, you can do YouTube, you can do Instagram, you can do Twitter.
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You have thousands of- You can do Amazon self-publish and put a book out.
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Yeah.
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And you have no idea how open your avenues are to writing success.
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And if someone pings you back or responds to what you say, if you put a call to action at the end of it, you re going to know if you re a good writer or not.
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The public will tell you.
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And all you have to do is concentrate on quality and excellence.
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That s it.
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You can t sit down at a stupor.
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If you ve just drunk five craft beers at a bar, my challenge to you is, it s probably not your best time to write.
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But if you wake up in the morning at five or six o clock and your mind is clear and you have an idea or you want to recount a story or an episode or something happened in your life, that s the time.
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And just take your laptop and go.
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You have Microsoft Word at your disposal.
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You have Google Docs at your disposal.
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You can write in a heartbeat and post it.
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If it s short, put it on Twitter.
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If it s longer, make a video, put it on YouTube.
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It s ironic we re talking about this right now because as this episode airs, we will be in the middle of a writing retreat where we host writers at our Charleston Beach location and help them.
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It s a secret location unless you want to go there, in which case you look at the link and then you can find out exactly where it is.
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And actually they might not even consider themselves writers, but we host people who want to become authors and we give them the fundamental framework that you need to make writing a book easy.
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And so that begins with all the different formulas that Jeffrey has developed over time that make it, like he said, like I can do it in two hours, like that make it so freaking simple.
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And that little tweaks that make big differences in terms of your writing.
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and little things that make such a big difference.
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Let me throw one other thing at you.
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Test it out on LinkedIn to your contacts.
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If you text it out on LinkedIn, I promise you people will comment on it immediately and you ll start dialogue.
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Everybody, by the way, who comments on your stuff is a potential customer.
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Isn t that cool?
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Jeffrey, why do you think it s so difficult for people to write?
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What do you think gets in the way?
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They just don t have the experience at it.
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The best way to become an experienced writer is write.
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Wake up in the morning and write for half an hour.
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Just write anything.
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See, I think that the mind gets in the way.
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I think that the mind is our most powerful tool.
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It s the computer we carry around with us all day long.
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And when it s going, going, going, and it s telling us like, oh, you should write that.
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Logically, you know you should write that.
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And then your mind says, but I m not a good writer, or who will read it?
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Or what will they think if they read it?
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Or what if people don t like it?
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Like there s all these what ifs, right?
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And they get in your way.
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How did you overcome
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I didn t give a shit what anybody else thought.
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I wrote about my experiences and it caught on.
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I wrote about how I overcame objections.
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I wrote about my personal experience, not how to, but how I, and then I started to write how to just based on my experience of what I thought other people could do.
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And people liked it and they commented on it and they faxed in for stuff or they called in for a seminar.
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I got feedback from audience that told me I m on the right track.
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Then my book makes bestseller list.
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I m flying.
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And some people can coach themselves out of that and not give a shit what other people are saying.
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And other people need that mentor or guide to help them get out of that mentality that s holding them back.
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Then there s another aspect of this, Jen, and I think it s really important.
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You re going to get mail, you re going to get email from somebody or some organization that says, you can write your book in one week.
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No, they leave a word off.
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You can write your shitty book in one week.
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Right.
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It s going to take time.
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It s going to take somebody like me, me or somebody like me with experience that will share with you how to do and how to write a readable book, how to write a buyable book and how to write a legacy book.
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So if that s what you re looking for, then just text us or send an email or whatever.
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You can go to JeffreyGittimerTraining.com slash book and fill out the application there.
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I will personally call you to discuss your book and what that looks like.
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It s JeffreyGittimerTraining.com slash book.
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OK, there you go.
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So Jen has all the answers.
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I will.
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Not all the answers, but, you know, just that one.
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I ask audiences, Jenny, literally all over the world, how many people are going to write a book one day?
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They raise their hand.
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I go, keep your hand up.
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If the first chapter is written, everything goes down.
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So if you re going to write a book like what s like, it s going to start next week.
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There s our next month.
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You re going to start Friday.
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What s the deal?
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Like if you re going to do it, then start no matter how crappy it is.
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Start.
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And if you don t like it,
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you ll know it right away, but post it.
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Somebody will like it.
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Somebody will comment on it.
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Somebody will say, that s me.
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I identify with that.
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Here s the question you need to ask yourself, Diehard.
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You have lots of expertise and skills in whatever it is you re doing and whatever it is you re selling.
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And what if you could impact just one extra person by sharing that knowledge and expertise?
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What if you could help one extra person?
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What would that do for you?
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How would that feel that you were writing?
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And for them.
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that your writing impacted them?
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And then what would be the ripple effect of that?
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When you impact them, how are they going to impact others, their family, the world, whatever it may be?
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And odds are you re not just going to impact one other person.
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If you impact one, you re going to impact many.
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And so now let s look at the big picture.
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What is that going to look like when people are holding your book, your words, and they re impacting them as much as Jeffrey s books have impacted you?
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There you go, Diehard.
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And I hope you re having a great day wherever the heck you are, but you might want to have a great day writing at some point in time.
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I can tell you that I do it, and it s fun for me.
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I don t have a chore to write.
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Like, oh my gosh, what are we going to do today?
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It s like, I get to write today.
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This is like the coolest day on the planet.
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So think of it that way, and you ll enter it with a much more positive frame of mind, not, well, I can t do this.
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I ve never done it before.
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Bullshit.
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If you can talk
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You can write.
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There s no such thing as writer s block.
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It s a bullshit thing put up by other people.
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Just talk into a microphone, because you ve never had talker s block, have you?
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No.
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So imagine you call one of your friends and go, hi, Bob, it s Jeffrey.
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I can t think of anything to say right now, so maybe I should just hang up and call you later.
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No, you re going to know what to say when you start talking.
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And you have an idea, capture the idea immediately on text to yourself.
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You have something to say, capture the idea immediately on text to yourself and then put it into a Word doc or put it into a Google doc and flesh it out.
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Let it roll.
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It ll surprise you pleasantly.
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All right.
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If you want to attend a writing retreat with Jeffrey and me, please go to get him or training dot com slash book.
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And if you are already right, you should be.
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Oh, oh, OK.
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Got it.
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OK, cool.
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We ll put that in the show notes and make it easily clickable.
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Until next time, I m Jen Getimer and I m Jeffrey Getimer.
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And I m reminding you, write something every day, even if it s only for 10 minutes, even if your ass falls off.
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Thanks for listening to the show.
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Don t forget to like, share.
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Yeah, share with both your friends.
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And subscribe to the podcast.
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And remember, we have a free 22 day sales challenge.
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Just go to gitter.com slash sales challenge to start you on your way.