I didn’t want to write a story about myself. This is because the story behind my becoming an advertising copywriter is rather extraordinary.
Hyperbole at best… a downright lie in the worst. However, it IS the truth. In some ways, I wish it wasn’t. I wish I had a less ‘spectacular’ introduction to the profession that I love dearly. That way it’s more believable.
But I don’t.
Those close to me will tell you I’m quite a humble person. I’m not one to blow my own horn… or talk about myself for lengthy periods of time. However, I understand that you need to know more about me. It’s essential for you to identify with the person behind the mask (website).
So here goes. I’ll offer you some interesting background information and then get to the ‘good stuff’.
For as long as I can remember I’ve always had an interest in business. I remember serving customers in my parent’s video shop at age 9… wondering how I ‘bump the sale’, and suggestively sell.
Of course, I didn’t know those terms back then… I just knew they made sense.
I come from a very entrepreneurial family. It all began with my grandfather who migrated to Australia from Cyprus in 1950. Unable to speak a word of English, he left my grandmother and two of his daughters back home until he was able to set a relatively stable financial foundation.
He sent for them…
A Mere 6 Months Later!
I sometimes reflect about how difficult it must have been for early migrants to establish themselves in a foreign country, often without any education or financial backing.
Suffice to say, my grandfather was an incredible man… and I regret not knowing him better when he was alive. I remember him always telling me, “learn economics”.
Economics for him encompassed the entire kaleidoscope of finance, business, marketing and sales. You might say I took his advice to heart because I excelled in Economics in high school. In fact, I was in the top 2% of my State… both for general economics and advanced.
Even back in high school I used to love helping people. I was always very welcoming to fellow students who needed help and assistance. Nothing has changed in that time.
The most significant accolade of my schooling career however, was when I received 97.5% for an essay I wrote about the 1990 recession. No other student in my school’s history received such a score for an economics essay. Quite a fuss was made over it and my mother couldn’t have been prouder.
It’s now archived in the library for students to study and learn from.
I’ve always strongly believed in my own opinions. One time I had the presumption to question the head of the Social Science department, (which Economics is a part of) about a mark I received for an essay regarding developing nations. I received 85% and felt I was hard done by.
He disagreed, and to shut my incessant debating…
Shoved A Smelly Wet Rag In My Mouth!
It worked.
I’ve attended two universities, but have withdrawn from both (though, at the time I was “deferring”). I knew deep down university wasn’t for me… especially my first degree which was a Bachelor of Commerce.
I struggled to come to terms with academics teaching me how to make money in the real world, especially when they themselves were NOT wealthy and could barely make ends meet.
After I “deferred” my Commerce degree, I entered direct sales. I found I had a fondness and skill for it. My first direct sales job was selling calculators, pens and cigarette lighters door to door.
What an experience that was! On my first day out, my trainer joked that I shouldn’t return to the office until I sold my entire inventory.
His laughter turned to amazement when in fact I returned to the office with an empty bag! Apparently that was the first time a new recruit had ever done that. I don’t know if that’s the truth. He was probably trying to get my confidence up. But who knows?
I started my first business at 22. I wrote, created, developed and marketed an accelerated learning home study course. This course was magnificent. I was very proud of it (and still am). Yet, as is often the case, the business didn’t blossom as I hoped (I had high hopes). Why? Because…
I Knew Nothing About Marketing!
That’s the sad truth. I put myself through so much pain and unnecessary stress… though I wouldn’t trade the experience for anything. The best way to learn how to run a business is to own one.
I stayed in that business for about a year and then made the decision to learn everything I could about marketing and advertising. I knew where my problems lay and I wasn’t going to make the same mistakes in any other business.
Fortunately, I had enough money saved to take time off to study marketing full time. What a road this has been! I estimate I’ve read… at the very least… over 600 books on business, marketing, direct response advertising etc.,
Add to this the countless audio and video tapes I’ve listened to and seen… the seminars I’ve attended… and of course, the very expensive manuals successful marketers sell.
When I first began to study marketing, I could NOT believe how much information there was to learn. I was totally overwhelmed. I had no idea where to start. Everything I studied was nothing more than a virtual info dump of strategies and techniques. Sure the information was impeccable, but tyring to make sense of it was a difficult task to say the least. Nothing was mapped out step by step.
It was left up to the reader to apply the ideas how and where they saw fit. This is all good… if the reader has some previous understanding of marketing. But if he or she is a total neophyte (as I was in the initial stages), it’s damn stressful, let me tell you.
But I persevered. Nothing in life worthwhile is ever easy. Though I found it difficult at first, I also found it riveting. I loved learning about business, marketing and direct response advertising. The peace of mind I feel today… the peace of mind associated with the fact that I can build any business… in any industry and make it a tremendous success is wonderful. No, it’s not wonderful… it’s fantastic!
So I studied incessantly for years. I’m lucky I’ve got a very good memory for detail and can learn quite fast.
I didn’t have a business at the time, so I’d pretend that I was a consultant for various industries. I’d write sample ads… design business plans… even sales letters. You name the industry and I’ve probably got marketing ideas stored somewhere in my archives.
I’d also write other copywriter’s world class sales letters in my own handwriting. I learnt this from one of the greatest copywriters ever, Gary Halbert. Writing sales letters in my own handwriting served to create a deep neurological imprint in my brain. In short…
I’d Feel And Experience What It’s Like To
Write A World Class Sales Letter!
Even to this day, when I get the chance, I’ll write a killer ad in my own handwriting because I know what I fail to use… I lose!
I didn’t officially make the conscious decision to become an advertising copywriter until my mid twenties. This is where my life story takes a rather unbelievable twist. I said at the beginning of this page my story is extraordinary. Well you’re about to learn why.
Before this experience I didn’t really know if I had anything to offer to the world.
Here in Australia, there’s a very wealthy man named Rene Rivkin. He’s extremely prolific and the stereotypical flamboyant personality. Sort of like a movie star. He owns a fleet of cars… multiple homes… luxury boats… and…
Even Collects Antique Rolex Watches!
Finally, to top it off, his 106ft motor yacht the DaJoShaDiTa (named after his five children) has a helipad on it! It’s absolutely glorious. Diana Ross stayed on it during her last Australia tour.
You name it, and materialistically he’s got it. ‘Down under’ his name is synonymous with the stock market.
Well, Rene writes a stock market newsletter aptly titled The Rivkin Report. He does a HUGE business… millions and millions of dollars a year and tens of thousands of subscribers (@ $700 a subscription). One day in my mid twenties I came across Rene’s website.
As I was surfing, I began to make mental notes about how the site could be improved (from a marketing perspective). These mental notes slowly became handwritten notes.
Time passed, and I was online for a solid hour. To my surprise I compiled a rather long list of ideas and I thought to myself, “What should I do with this?"
My answer, “Why don’t I type up the information and send it to Rene as a courtesy?” I couldn’t think of a reason not to… as I had ample free time.
So that’s what I did.
However, I’m not a person to do things by halves. When I undertake a project, I really get into it. The project consumes me.
So what was initially meant to be a cursory transfer of handwritten notes to computer… became…
A Comprehensive 16 Page Report!
I spent 6 solid days writing it.
My next mission was to get it to Rene. I didn’t want to send it in the mail… or even by courier… because a ‘gatekeeper’ may have thrown it in the trash.
So here’s what I did. At the time, Rene was doing a radio show on 2GB, based in Sussex St, Sydney. From memory, it ran from 3pm – 4pm. It was hosted by his friend, and former politician, Graham Richardson.
I knew Rene personally went to the station itself (as opposed to doing it over the phone). So I decided to wait outside the station until he arrived.
I Was Going To Hand It To Him Personally!
So I get there nice and early. I scoped out the building. It had a back entrance which looked old and dingy. I figured there’s no way Rene will enter through there.
He’ll go through the front. So that’s where I waited. Right next to the parking entry. I was determined to stop him.
There I am. We’re waiting, waiting and waiting. 3pm is fast approaching and no Rene. I begin to get nervous.
Did I miss him?
It’s now 3:05pm. I walk into the lobby of the studio, and lo and behold who do I hear over the speakers?
It’s Rene Rivkin!
The show started. Damn it. He went through the back entrance. I missed him. What to do? What to do? I considered waiting outside his corporate offices to hand it to him there. But I figured he’d slip by me again.
No. I knew what I had to do. I walked into the studio and spoke to the receptionist. I told her why I was there. She saw I was determined to get my report to him. So she called down the producer (during the show!) to pass it to Rene personally.
The producer was not happy, as you can imagine. When the show finished I called 2GB to find out if indeed my little blue folder was passed to Rene.
It was.
Success! I was rapt… and very nervous.
A part of me was detached. I mean, I gave myself a 10% chance of succeeding. So I had nothing to lose. But another part of me was thinking, “Imagine if he reads it… loves it… and wants to see me!”
I couldn’t sleep.
One week passes, and no response. Two weeks pass and still no response. I become concerned. Did he receive the report? If he received it, did he just throw it away? If he read it, did he think I was a fool? After all, he is one of the wealthiest men in the country. Who am I to teach him about successful business?
All these thoughts raced through my head. So I did what anybody else would do in this situation… feeling down and out.
I Wrote Another Report!
Screw it. I wasn’t going to give up. This second report I wrote in only 3 days. I prepared it… placed it into a folder and hand delivered it to his office. Time to sit back… again.
Precisely 2 days after dropping off the second report, I had a message on my voice mail…
Chris Kelesis, Rene’s Personal Assistant Wants
To Organise A Meeting Time!
Success! I was astounded, and in awe of myself (only for a moment J). Chris relayed that Rene was extremely impressed.
Yessir!
Before long, the realisation set in that I now had to prepare something to say. I had two weeks to prep, which was ample time. My biggest fear was babbling on like an idiot in the meeting.
Fast forward to the day of the meeting. Rene’s office is in Double Bay – the most expensive suburb (by property value) in all of Australia.
It’s glorious. He owns a whole building in the most prime location you can imagine. The meeting is for 10am.
I get there at 9:10. I wanted to play it safe… and… relax myself. How did I relax myself? No I didn’t get a drink.
I Meditated!
Picture this. I’m sitting there in my old, beaten up, beige 1982 Toyota Corolla… meditating. Slowing down my breathing. Trying to relax.
And I did relax. In fact, I felt pretty good by 10am.
So I walk to the office and sit in the foyer. You gotta see this foyer! Marble tables, leather lounges… fine paintings.
It was breathtaking.
I sat in the foyer until 10:25 am. Of course, Rene was in no rush. In fact, I don’t think he’s in a rush for anybody.
I’m feeling relaxed… that is until, I see him walk in. I started to shallow breathe! I was sweating buckets. (Reliving this experience, I have to laugh at myself. I was experiencing sooo much stress that morning.)
We shake hands and he leads me to his office. It’s at the top of a windy, grand staircase. There’s a camera outside his office (he loves his privacy.), and big, bold "DO NOT DISTURB" sign.
He opens the door… and… what’s the first thing I see. Were my eyes deceiving me? Before me…
Was The Biggest Computer Monitor I’ve Ever Seen In My Life!
This thing was a monster… and it looked like it was built into the wall to boot! Geez, it must of cost an arm and a leg (apparently he’s got another on his boat, where he does a lot of business from).
On the screen are stock ticker symbols, volume figure, prices etc., I look around. In the cabinet are photos with Ricky Martin and Raquel Welch. Personal friends it seems.
His desk is made of the most beautiful mahogany I’ve ever seen. There are striking statues and ornaments all over the place. And to top it all off, sitting on the wall behind him is a portrait photo of his pride and joy…
A Brand New Bentley Turbo!
This is in addition to the 50 or so other cars he reportedly owns. This guy knows how to live. So I’m sitting in the office with Rene, Chris Kelesis (his personal assistant) and some other guy (I’ve forgotten his name).
I’ll never forget the next words out of Rene’s mouth, “You’ve got my attention. Tell me what you’ve got".
Talk about being put on the spot! I spluttered… and uttered, like a fool. No surprises there. But I picked up my game within a few minutes.
Surprisingly, it turned into quite a productive brainstorm. I started throwing around some ideas, Rene seemed pleased. In fact so pleased, that he ordered his general manager into the office… and his son, Jordon (who edits the newsletter).
A meeting that was initially allocated for 45 minutes, turned into…
2 Hours Of Lively Discussion!
There were 6 people in the office throwing around ideas. All in all, it went quite well. I was satisfied with my performance. This was confirmed when Rene said he was NOT happy with the marketing, and that I came at a good time.
I was in… so I thought.
You see, Rene doesn’t handle the marketing. He leverages it to other people (which is why it’s done so poorly… even to this day). He chooses only to focus his time on the stock market.
That’s what he loves.
He said to his to General Manager, Sam Holt, (and I’ll never forget the words), “Go do something with this guy!”
It was a direct order. The meeting ended as Rene was very late for another meeting in the board room. I go downstairs with Sam and he says, “Give me your phone number. I’ll read this and get back to you”.
He Was Fobbing Me Off!
I had the $%^*#. So I went to Randwick (a Sydney suburb) and had a vegetarian pizza and coke for lunch.
From this point forth, the story takes a sour dive. You see, Sam (and his marketing people) did NOT appreciate my input. The fact of the matter is, Rene met with me because he wasn’t happy.
So Sam resisted everything I came up with. In the ensuing months after the meeting, I prepared over 60 pages of additional ideas and copy for him, under the pre-tense that we’d draw up a contingency agreement where I would receive a percentage of the increased profits I made for them.
I didn’t happen (and I suspect they never had the intention of letting it happen).
I also had several meetings with the marketing manager, Victoria Coroneos. It was clear my ideas were totally revolutionising their way of thinking, and looking back at it, my enthusiasm and over zealousness probably scared them away.
And to make matters worse, I kept bypassing them and submitting my ideas directly to Rene (through his assistant). I knew they weren’t going to do anything themselves. If just one idea paid off…
They’d Look Like Fools!
I wanted in, and the only way I could see that happening was through the top. This only caused more of a problem… so… it all just faded away. This is pretty much where the story ends.
Sometimes I wonder what things would be like if Sam didn’t trip over his ego. Who knows? I’ve always had… and still have the upmost respect for Rene Rivkin. It pains me even today to see his ads on television, radio and print. The people he entrusts to do his marketing are wasting his $$$, and there’s nothing I can do about it.
This experience taught me a lot. Namely, you can lead a horse to water, but you can make it drink from the well.
I don’t regret the way things turned out. This was a huge reference for me at a time when I needed to know I had something to share with all business owners.
Like I said earlier, learning about marketing and direct response advertising was like coming home. I am in my life right now where I belong, and I’m happy about that.
Well, there you have it. That’s pretty much my story to date.
Nowadays, I’m pretty picky who I choose as clients. This is due, in large part, to my experience with the people at The Rivkin Report.
It’s not that I don’t love to help people. I do. It’s just that so few people actually do what they know… and if I’m going to spend my time helping business owners make more money… I’m going to spend it with those who are willing to take action.
I hope you’ve enjoyed this glimpse into my life.
Yours In Profits,
Alexi Neocleous