Two days ago, Justin Goff sent a new email.
Do you remember Justin Goff?
He was a direct marketer who made between $30k-$70k per month, writing a daily email and creating a new offer a month, usually in partnership with some industry expert.
I wrote an email about Justin back in July, with the subject line, “What happened to Justin Goff?”
Because back then, Justin had decided to stop emailing daily. First, he switched to emailing weekly, but that didn’t stick, and so he stopped emailing altogether.
By my count, Justin has sent only 3 emails since. One, back in October, to say he’s struggling to adjust to no longer having the identity of an entrepreneur… a followup a few days later, with a self-help lesson… and now this one, two days ago, about success, like nothing happened.
I don’t know if Justin’s latest email means he’s preparing for a comeback. I hope so, because I found his email newsletter valuable.
Justin used to share the results of his ultra-profitable, very simple campaigns, and he reminded me of fundamental, make-or-break direct marketing truths that are easy to forget in the chase for something new. For example, take the following koan, about all it takes to create a hyper-successful offer, from Justin’s email on 2023/6/3:
“Making money with an email list is really about selling the same benefits over and over again with a new mechanism.”
“Pff,” I hear you saying. “So obvious. Perhaps you’re not aware, John, but I’ve read Breakthrough Advertising. Well, the first three chapters anyway. I know all about new mechanisms.”
I’m sure. The thing is, it’s not about knowing, but about applying, creating, and actually doing a good job of it.
Because so many marketers, so many business owners, think that a mechanism is the same as an acronym:
“Buy from me because of my proprietary, 5-step F.A.N.C.Y. system! What could those letters stand for? You’ll never know, not unless you buy! And you’ll be sorry if you miss out, because I’m telling you, F.A.N.C.Y. is unique, and it’s new, and it’s an acronym!”
No, a new mechanism, at least one done right, is not an acronym. A few examples of new mechanisms done very right:
* Travis Sago’s Phoneless Sales Machine, about making $5k sales without ever getting on a sales call, all via email and Google Docs, which every guru and coach is now using and peddling
* Donovan Health Solutions massive promo a few years back, about curing all your health problems with a special, magical sound frequency that activates your vagal nerve
* Justin’s own “Pocket Change Offers” training, which he did in partnership with Ning Li, for building an email list of thousands of buyers, quickly, with little $7 offers
So that’s why I’m hoping Justin will come back. I want him to promote stuff again, and share more impressive results, and remind me of what really matters, and how it looks when it’s actually carried out well.
But on to work:
Daily email. Sticking to it. It can be very valuable, as Justin’s promo results have shown.
On the other hand, letting your daily emails go slack can be harmful to your mental health. At least that’s my reading of Justin’s few emails of the past 6+ months.
If you want my help writing daily emails, and sticking to it, in a completely new way that you haven’t seen or tried ever before, you can find that at the link below.
Frankly, each day matters, each day is unique, and so my recommendation is that you get started today.
For the full info: