Yesterday, I wrote about a cold email I got with the sneaky subject line, “Intro – John / Matt.”
But what about the body of that email? What was the guy pitching?
The email ran as following:
1. He was writing to me specifically because I have a Skool group
2. Skool owners who sell memberships to their Skool groups via webinars get low conversions
3. The way to solve this problem is by making an AI clone of myself that I can bundle into my webinar offer
If you just shook your head in confusion, let me highlight the good and the bad of this pitch, which might be useful to you in your own client- and customer-getting efforts:
The GOOD:
1. The dude didn’t try to pitch me his AI clone directly, based on its own merits, social proof, technology etc. Frankly, I wouldn’t have cared one bit about any of that.
2. Instead, he picked a problem that people with paid Skool communities might have (it’s hard to get people to sign up), and he tied in his solution to that.
The BAD:
1. I don’t have a paid Skool community (both my groups are free), I don’t have conversion problems, and I don’t run a webinar.
2. If I did have a paid community and did have problems getting people into it, an AI clone of me would sounds as good of a solution as shipping new members a free life-sized cardboard cutout with my smiling mug on it
All that’s to say, if you’re trying to get new clients or customers, if you’re trying to sell your existing products or services, do the stuff in the “GOOD” above.
Don’t do the stuff in the “BAD.”
What to do instead?
Well, honest research. Detailed research. Research into what actual people in your market actually do, instead of what they say they do, or what you think they do.
This is something I’ve covered in detail inside a training I’ve called Heart of Hearts.
It’s about doing research on your market — ideally, your own audience — to find out 1) what actual problems they have and 2) what solution of yours they would pay for to solve that problem.
And no, it’s not something you can automate to Claude or ChatGPT, because it doesn’t involve silently scouring forums.
I sold Heart of Hearts for $297 when I first released it, back in 2024. I haven’t made it available since. I am making it available now, as part of my “Hogwarts of Influence” event, specifically in the “Snape” and Dumbledore” tiers. For more info on that: