After my article on “Lesson Learned, Lesson Earned,” in which I discussed my history with the Internet marketing industry, some people asked me several questions about my background outside of my career as a marketing consultant. Not the background stuff you’ll find on my “About” page. But the stuff people may not know.
I believe I’m an open book. Or I think I am. But I also realized that, even though I’ve been doing this for 30 years, I get new followers and subscribers all the time who don’t know a thing about me.
Coincidentally, too, this morning I received the latest newsletter issue from marketer Louis Grenier that inspired me. It listed 10 facts about him.
Louis is the host of Everyone Hates Marketers podcast, a show which I’ve listened to for a while. His style is refreshing and authentic, which some might find a tad abrasive. His show teaches real-world, no-nonsense marketing that’s not sleazy, loud, or aggressive, or that resorts to using hacks or “secrets.”
That’s my kind of marketing.
So I followed his example. Here are 10 facts about the person behind The More Traffic Memo, listed in no particular order.
1. I’m a husband to Barbara, a Canadian-Portuguese immigrant who works as a nurse in the labor and delivery unit at The Ottawa Hospital. Right now, COVID is making her job exceptionally tough and stressful. She inspires me so much.
2. I was born and raised in the small Canadian town of Aylmer, Québec. It’s now a suburb of Gatineau, which is a city adjacent to our nation’s capital of Ottawa. Until the 90s, Aylmer was mostly bilingual (French and English), which is why I speak both fluently.
Recently, I learned Portuguese after meeting my wife so I could recite my vows in her language. (Yes, sounds almost like a scene from Love, Actually.)
3. As a young child in the late 70s, I surfed bulletin boards using an agonizingly slow 300-baud dialup modem. I learned to code and played Scepter of Goth, the first-ever multiplayer online role-playing game (or MMORPG). This is where I fell in love with technology and what would later become the Internet.
4. My first job was working at McDonald’s as a teen in the early 80s. My wage was a paltry $2.54/hour (less than two US dollars). But my first “adult” job was selling insurance — the job in which I failed miserably, declared bankruptcy, and then succeeded after I discovered the power of copywriting.
5. I left the insurance business, moved to Ottawa, and became a marketing consultant at a nearby hair restoration clinic. I worked on commission selling hair replacement systems. Not satisfied with the number of leads coming in, I took over the clinic’s marketing — including writing their ads, direct mail pieces, and TV commercials, and eventually, their first-ever website, too.
The clinic grew and expanded to include hair transplant surgery. They later opened multiple clinics across Canada and the USA, where I handled the clinic’s marketing, copywriting, advertising, and training of their new staff.
6. This is where my marketing career took off. By taking care of my employer’s other clinics and their marketing, my sales suffered and, as a result, my income plummeted. So I left and hung my shingle as an independent marketing consultant who specialized in cosmetic surgery.
I launched my first website in 1995. Since I worked mostly with doctors, clinics, and surgeons, I later incorporated as The Success Doctor, Inc., since my goal was to help doctors become successful.
7. How I entered the Internet marketing industry was a bit of a fluke. I wrote a booklet in the early 90s called The 10 Commandments of Power Positioning. By the mid-90s, I split the book into standalone articles, which I offered to a variety of online magazines that wanted to publish them.
The goal was to capture the attention of other doctors, particularly those who were looking to get on this thing called the Internet. But it also captured the attention of a software company that was also publishing its own magazine called The Internet Marketing Chronicles. They hired me as their editor.
8. After writing near-daily editorials for a few years, The Internet Marketing Center owned by the late Corey Rudl acquired the magazine. Luckily, Corey kept me on board as their editor. We had over 120,000 subscribers.
Eventually, Corey flew me to Vancouver to his office where I wrote copy for him, including his sales presentations and “pitch slides” he used when he spoke at Internet marketing seminars. I also ghostwrote his autobiography, “How to Create a Fortune on The Internet in Just Four Simple Steps.”
9. This led to a stream of work with other Internet marketers, and speaking gigs at marketing and business seminars around the globe. I spoke on stages in front of a few hundred people in New Zealand to about 10,000 at Wembley’s Convention Centre in the UK — and everything in between.
During this time, I shared the stage with other well-known marketers and copywriters, including Dan Kennedy, Jay Abraham, Yanik Silver, Gary Halbert, Mark Joyner, Russell Brunson, Ryan Deiss, Mark Victor Hansen, Jay Conrad Levinson, Brendon Burchard, and countless others.
10. Recently, David Garfinkel interviewed me on his Copywriters Podcast, and he asked me this question: “What topic makes your heart beat a tad faster these days?” My answer was SEO. The reason is, as I told him, SEO has grown to a point where it’s no different from knowing how to write excellent copy.
Simply know your market and what they want, and just give it to them. That includes content and copy. What kinds of questions are they asking that you can answer? What types of problems do they have that you can solve? Knowing this will improve both your SEO and your conversation rates.
Now it’s your turn. What do you do? Comment below.