ASH AMBIRGE

Author, CEO & Founder

Learn More >>

Attention Is The Motherfucking Currency. OWN IT.

In: Online Marketing

Yo.

Just wrote an update to my Behind Closed Doors group, and thought it might be useful to share with you here, too. (Behind Closed Doors is my insider group where several times a week I put out quick-hit emails like the one below, sharing the deets on my own marketing + sales strategies for TMFproject, as well as share insights and useful information that I'm teaching my One Night Stand clients, and other advice that you can use to help your small biz rock and roll.)

Lots of fucks included.

I'm sure you'll love it.

Hugs and a slap on the ass,

Ash
@TMFproject

What's Happening Today

I'm in Maine. It's fucking cold and rainy here. But I'm having fun, anyway. I'm with the guy, and he's insisting on taking me out for a lobster dinner tonight. Except one problem–I don't like lobster. (I know.) They remind me of big cockroaches. Actually, they're related to cockroaches. So now we're going to have the conversation where he, like everyone else and their mom, attempts to convince me that I just haven't had MAINE lobster {or insert fish of choice}, and that I MUST try this particular one. Except I have had Maine lobster. And every other fucking fish. And guess what? I HATE FISH. That includes shell fish. FACT. So his ploy to somehow convert me into a shellfish lover will go awry. I don't know what it is–but people always make it their own personal mission to be the person who converts me to a fish lover. I'm not sure if it's because they like fish that much, or they just really don't want to crack open giant cockroaches and wear that stupid bib on their own. Either way, this may be my greatest pet peeve.

So..there's that.

Now! Business!

I just did a One Night Stand call this morning, and finished up some other One Night Stand jazz for someone else. I've been doing a lot of these with people who have local clients, and not so much remote based. And we've been discussing ways to get the attention of their local clients. A lot of people want to try and send the standard sales letter. And I keep encouraging them away from sending a standard sales letter, and really trying to think outside the box a little here. The phrases, “standard sales letter” and “attention-grabbing” should never go in the same sentence together. It's just an oxymoron.

Here's an excerpt from what I wrote in the final marketing document, and today I want you to think of what it is that you're doing to get people's attention. Are you? And if you aren't, how can you really make yourself GET NOTICED? Bottom line: You're running a business here, and this is no fucking joke. Clients aren't going to show up at your god damn doorstep. You've got to hustle. You've got to DO something to be noticed. As much as you think your skills will market themselves, they won't. It's naive to think they will. Sure, you have to have skills to back up your talk, and continue getting business down the road, but if you can't get someone's attention, then you have no chance on earth at getting the contract to show off your skills. Attention is the motherfucking currency. OWN IT.

EXCERPT:

I'd encourage you to remember what happens when you get unsolicited mail—a lot of times, you throw it out, or leave it sit around and not bother with it. Now take that and multiply it by 20 and you've got what happens when an executive gets his or her mail. With that in mind, I encourage all clients to think outside the box when sending mail—what can you do so they have to open what you've sent? So that they just can't resist?

You need something that gets their attention.

You need to demonstrate and prove that you aren't like every other bullshit business trying to get their attention.

Even with individuals, who are being marketed to every single second of every single day.

So while I'm including the makings of a letter you can include, per your request, definitely consider some creative ways you could get their attention. For example, I think relevancy would work really well here: If you're targeting a number of different non-profits, they all support different causes. Can you come up with something—an object, for example—that relates to their cause…and put your letter inside of it? Or with it? Or in a way that somehow complements it in a creative fashion?

A great tool that I tell people to use all the time when it comes to this is Twitter. Twitter. Twitter. You have access to these executives' interests via Twitter, if they're on it, and you can gather really, really fucking fantastic intelligence on them with regards to their interests and projects. This is INSANELY VALUABLE. More people need to use it. If I could have had Twitter when I did outside sales, my god, I would have blown things up even more.

You come across someone's Twitter stream that you're interested in talking to, and they've got a whole bunch of tweets about, say, the Boston Red Sox, you absolutely, 100%, need to be sending over a Boston Red Sox tee-shirt with your letter. THAT'S something they'll open. And naturally they'll want to know who the fuck sent it, so they'll read your letter.

Yes, there's a cost involved. That's why it's better to narrowly target your top 10 clients, for example, and work on making an impression, rather than just sent out a bunch of letters that'll never get opened to 100 randoms.

That said, the cost will be returned to you in your ROI. Get a few of these big contracts, and you'll see how worth it it really is. And even if they don't need your services, you can bet your ass they're going to tell everyone they know about the chick who sent the X, for example, because it's a delightful surprise. And anytime anyone else in the industry needs your services, who will they remember? Bingo.

Hope you're having a good weekend.

Fucking lobsters. Here I come. 😉

Ash

@TMFproject

Oct 10

2012

Why “Business As Usual” Is Usually Killing Your Business

Fun is underrated. It’s no longer enough to do a good job, provide good customer service or deliver on time. Those things aren’t competitive advantages; they’re the expectation. And since they’re the expectation, you’re not impressing anyone. What isn’t always the expectation, however, is how fun it’ll be to do business with you. Not just pleasant. […]

In: Online Marketing

READ MORE >>

Sep 14

2017

A Quick Piece of (Marketing) Advice for Every Broke, Newbie Entrepreneur Who Doesn’t Have Two Cents to Rub Together (YET…)

A question I get a lot is: what a limited marketing budget, what’s the one thing you’d do? And my answer is this: I would talk. I would talk about it everywhere, in front of whoever will listen. The medium doesn’t matter—the fact that you’re out there talking does. Instagram videos. Twitter streams. Podcasts. Webinars. YouTube. […]

In: Online Marketing

READ MORE >>

Jun 11

2012

How to Get Your Message HEARD

So, I’m flying from Costa Rica to Ecuador this afternoon. I like to leave these little announcements on the blog in the event of my sudden (and unreported) death, kidnapping, violent torture and just to give my ex-boyfriends a little extra something to be bitter about. If I never post again, will someone at least […]

In: Online Marketing

READ MORE >>

Oct 29

2014

So, People Suck at Talking to Each Other

People suck at talking to each other. I’ve thought about this post for days now, and turns out? That’s my grand epiphany. My big, profound opening line. As a professional communicator & copywriter, trained linguist, PR expert and author of that filthy blog, “The Middle Finger Project” (my hooligan credentials), I get paid to say […]

In: Online Marketing

READ MORE >>

Jan 22

2013

Why Your Clients Should Never Have to “Think About It”

READ THIS FIRST. People are moving so fast now that they don’t have time to think. They’re scanning, swiping, clicking, liking, tweeting and moving on at full velocity. They’re making decisions based on feelings, not facts. They are often choosing not because of what they think, but because of how something makes them feel. What […]

In: Online Marketing

READ MORE >>

Aug 22

2017

Don’t Sell a Product—Sell a Person Their Identity

It’s been a while since I read the New York Times Insider subscription that I’ve been paying for since 2015. It’s $45 dollars month, so from time-to-time, I think to myself: Meh, guess I should cancel it. You know, to be a financially responsible person and all. (I’ve heard those are some good eggs, those […]

In: Online Marketing

READ MORE >>

Oct 19

2018

Make 50% of the Population Hate You

“Make 50% of the population hate you.” My editor reminded me of this the other day when we were talking about the main argument of my book. (And then I immediately wanted to tongue her.) Because that’s what arguments do, after all: they stand in opposition to something. They take a stand, plant their flag, […]

In: Online Marketing

READ MORE >>

Exclusive VIP Access

Join The Middle Finger Project mafia—over 75,000+ disobedient humans strong—and as a welcome gift (which I promise won’t be a thug named Vinny), I’ll send you a top secret discount code for our best-selling courses, kits and workshops. Because #SOLIDARITY.

It’s free, and you’ll also get new posts every week, plus at least one GIF of Betty White for the win.

Privacy Policy Info Here