Yesterday, I was exchanging emails with a low-profile email marketer who is quietly doing some big things.
He only has three clients. But two of those three clients are 8-figure businesses, and the third is a 9-figure business. Since he gets performance bonuses and equity for his work, I imagine he does very well.
Yeah yeah, good for him. But what about me?
Even though the above email marketer does very well, he decided not to spend $100 on my upcoming 9 Deadly Email Sins training, set to happen next Monday. He wrote me to explain:
“Personally, the training didn’t seem that interesting (I felt I would never pay for a ‘mistakes to avoid’ training, not sure why).”
It’s a fair point. The “9 Deadly Email Sins” angle was something that popped up in my head a few weeks back. I used it once in an email as a kind of placeholder, and then I just stuck with it just to git ‘er done.
The fact is, a good number of people on my list have already signed up for this 9 Deadly Email Sins training. But those are people who generally trust me and figure I make all my offers worthwhile.
But a different positioning might have attracted more people. Specifically, it might have attracted more people who joined my list via the classified ad I ran last weekend, people who don’t know me well yet.
For example, rather than talking about deadly email sins, I could have said something about private lessons… only given out in expensive and exclusive coaching to successful clients… which is how the content of the training came about.
I floated that idea to that email marketer above. He wrote back right away to say:
“See? That’s more attractive to me already. ‘Costly email mistakes’ that you’ve only revealed during your ‘expensive and exclusive coaching to successful clients’. Sounds like something I’d personally consider. Maybe that’s the issue I had. The ‘9 deadly email sins’ angle seems too broad and I’m not sure whether its contents will be valuable for me specifically. A splash of ‘expensive’ and ‘exclusive’, and I’m considering it!”
So there you go:
If you want people to at least consider your offer rather that dismissing it on first sight, give it a splash of expensive and exclusive. You’re likely to sell more, at least to rich and successful customers.
But there’s actually a bigger, rarer, more valuable point I want to make about this whole story.
I will reserve that for Monday’s training, which is unfortunately named 9 Deadly Email Sins. When I say, “9 Deadly Email Sins,” you hear, “expensive and exclusive.” Because that really is how this training came to be.
The deadline is slowly but surely nearing. If you want to sign up in time: