Scarcity

How to create blacker-than-black urgency without a deadline

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This morning, I closed down the Copy Riddles cart and ended the promotion for this run. It’s now time for all the people who signed up to see how I deliver on the promises I’ve made.

Like I wrote in my last promo email for Copy Riddles, 76.7% of those people — well, 76.7% of my total sales — all rolled in the last day. I had more coming in after I wrote that email, so the final number for last-day sales was even higher.

That’s because, like I wrote in that email, deadlines are black magic. In the words of Nigel Tufnel of Spinal Tap:

“It’s so black. Like how much more black could this be? And the answer is… none. None more black.”

Well, for Nigel’s benefit and maybe yours, I want to tell you that there is a form of persuasion wizardry that might be blacker than black. Let me quickly get my cloak and peak hat on, and tell you what I have in mind.

Over the past few days, while preparing to write my second Most Valuable Postcard, I started reading Rich Schefren’s 12 Month Marketing Blueprint.

I’m a big fan of Rich and just about everything I’ve seen him do. But I have to say the name of this particular offer is misleading. It’s hardly a blueprint. Really, it’s a fully built, furnished condo with pictures of Rich’s family inside.

In other words, what you get inside the “Blueprint” is 310 pages of actual emails, slides, sales letters, and free reports that Rich created back in 2006 and 2007 and sent out to his list and to his JV partners.

If you wanna reverse engineer a blueprint out of this, that’s gonna be on you. You have to do it yourself.

​​But it might be a worthwhile exercise. Because here’s the result of all these hundreds of pages of marketing, from the front page of the Blueprint:

Over 830,000 downloads
Over 1,895 one-way links
$960,000 in the first 2 hours and 15 minutes
From unkown – to known – to well known. From 20 clients to 2,070 clients. From 2 employees to 12.
How I Got Attention and Leveraged it to 7.4 Million a Year company.

I won’t spell out the many smart strategies that Rich uses in this 310-page collection of marketing. (A few of the most interesting ones are going to people who are subscribed to receive my Most Valuable Postcard later this month.)

What I will reveal to you is that blacker-than-black wizardry I mentioned above.

Here it is, right at the top of Rich’s sales page for his consulting offer — the offer that sold out in 2 hours and 15 minutes, and generated close to a million dollars:

“Warning: 32,543 want to know more about my coaching. 4,507 are on a waiting list to get early access (to this page) and 4,284 marketers registered for a teleseminar to get the details of this program. In addition, my joint venture partners will be sending out roughly 1,300,000 emails directing their subscribers to this offer. Consequently, there are only 1000 of 1000 seats available. Many of them are being taken as you read this. Scroll down to secure your spot!”

So there you go. that’s how you create blacker-than-black magic, without a deadline. Right there, in that salad of numbers.

What?

​​You want a blueprint?

A salad is not enough?
​​
Pff… fine.

​​Here’s the actual formula, phrased the way Rich likes to phrase it:

Social proof + Scarcity = Urgency

And now, on to unrelated promotional materials:

If you are interested in my Most Valuable Postcard offer, I have an update for you.

I initially only opened this offer to 20 people, when I first made it available, back in May. All 20 of those 20 are still subscribed to get the postcard.

Later this month, I will reopen my Most Valuable Postcard for the first time, to 20 new subscribers. I’ll limit it again because I’m making some changes to the offer and I want to control how that will go.

My joint venture partners will be sending out roughly 0,000,000 emails directing their subscribers to this offer.

But this email is going out to over 1,300 people who read my daily emails.

And almost 140 of these readers have already expressed interest in signing up for the Most Valuable Postcard. They have joined the waiting list, so they can be the first to get notified and the first to have a chance to sign up when I reopen the Most Valuable Postcard.

In case you’re interested in blacker-than-black persuasion magic, and you’d like to have the best chance to sign up to my Most Valuable Postcard when it reopens, you’ll have to be on my email list first. Here’s where to sign up.

My guilty-pleasure morning ritual gets an ugly update

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I sat down a few moments ago for my guilty-pleasure morning ritual. The coffee was ready, I flipped open my laptop and—

“Oh what the hell is this,” I said out loud.

The game was still the same. But the background of the site had changed from dark gray to white.

I checked the URL. It was no longer some weird .co.uk domain. It was now nytimes.com.

Perhaps you’ve seen the same.

After all, millions of people around the world have all been playing this game each day, and millions more have been joining them week by week.

The game is a word-guessing game, called Wordle, created by a guy named Josh Wardle.

Wardle created Wordle some time ago as a game that just he and his girlfriend could play together. His friends and family got in on it too. Then Wardle released Wordle publicly on his website last October.

That first month, a total of 90 people played it.

Two months later, in December, the number of people playing Wordle each day had grown to 300,000.

By January, it was millions each day.

On February 1st, the New York Times bought Wordle from Wardle, for a “low 7 figures” sum. And today, here we are, with the stupid, white, failing NYT background.

Oh well. In the end, the corporations absorb everything. But let’s talk influence:

I can see many things that went into making Wordle a success. I want to point out just one. It might be relevant to you if you are interested in the creative or marketing side of reality.

Like, I said, Wordle is my guilty-pleasure morning ritual.

That’s because there’s only one Wordle puzzle each day.

Once you play — whether you win or lose — that’s it. You gotta wait until tomorrow, when the next one comes out.

This has a few key consequences:

One of course is scarcity. It makes each Wordle puzzle feel more valuable and interesting. It keeps you coming back day after day.

Two is that you can’t glut yourself.

With most games – and with things other than games too — I often keep playing to the point where I start to feel disgusted.

But there’s no risk of that with Wordle. It’s like a Spartan marriage. The two sides meet only rarely, and are full of desire for each other.

But maybe the most important thing is that each Wordle puzzle feels unique and real.

Wordle grew so quickly because players shared their results on Twitter. (Through a clever design, Wardle allowed people to share their results without giving away the puzzle.)

That worked because there is only one puzzle a day. Everybody in the world who played Wordle on a given day had that same puzzle.

In other words, it made sense to brag about your results, because other Wordle players actually shared your experience. It even created a sense of connection to other people playing Wordle.

But maybe you haven’t played Wordle yet, and you’re getting lost in what I’m talking about. Or maybe you’re wondering what this might mean for you, or how can you use this.

I’ll give you just one idea bouncing around in my head:

For a long time, I’ve been writing these daily emails, and then posting them to my website as an archive. This has helped me in the past because these blog archives were the main way people found me and my newsletter.

But that’s slowly changing. And so today I remembered an idea I had a while ago:

To scrap the archive, and simply post the latest daily email on my site. Each day, the email on the front page would be updated, and the previous email would disappear. Plus there would be a newsletter optin form for people who don’t want to miss out.

I’m not sure if this is smart. I’m not sure whether I will do it. But maybe.

Because Wardle’s Wordle success shows that in a world where everybody’s working hard to get you as addicted and engaged as possible… less can be more.

Anyways, if you have any advice for me on the technical side of how I could easily implement my latest-email-front-page idea on my WordPress site, please write in and let me know.

And if you haven’t played Wordle yet, you can find it on the white-background page at the link below. (I got today’s puzzle in two tries only — my best score yet.)

https://www.nytimes.com/games/wordle/index.html

They tried to bury this information… but I believe it

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Here’s a sneaky story about the things they don’t want you to know:

Back in 2013, the European Union wanted proof that online piracy hurts sales of movies, books, and computer games. So they had a big study done.

The 300-page study was complete in 2015. It was then used for a second academic paper by two European Commission members, which came out in 2016.

The conclusion of that second paper was that piracy hurts movie sales by about 4.4%. “Our findings have important implications for copyright policy,” said that second paper.

The thing is, nobody ever saw the original 2013 study. It was never published. Not nowhere. Not until 2017.

​​That’s when Julia Reda, the Pirate Party member of the EU Parliament, got her hands on the missing study. And she published the results on her blog.

“With the exception of recently released blockbusters,” the 2013 study said, “there is no evidence to support the idea that online copyright infringement displaces sales.”

Hold on a second…

So was the EU hiding this study… so they could cherry pick results that fit their desired “important implications for copyright policy?”

It sure sounds like it. Sneaky governmentses, right?

But here’s the bigger truth in all this:

I found out about this yesterday. An article about it was published in an online tech news site. It then went viral on a news aggregator.

But this story has been public since 2017… and yet we’re talking about it now, in the middle of 2021. There’s something there.

As you probably know, if a bit of information is scarce, we tend to value it more. “Long-lost study from 2013” piques our curiosity. But maybe not all that much, and not for all that long.

However, if that bit of information was suppressed, we tend to value it much more. “Long-lost study from 2013 that the government worked hard to bury.” That’s something worth discussing even years later.

“Fine,” you might say. “But I kind of knew that already. It sounds like the lead of every health VSL ever.”

All right. But let’s see if you knew this:

Bob Cialdini’s Influence lists a bunch of evidence that censorship doesn’t just increase desire for censored info…

But censorship also increases belief in that information. Even if you don’t actually see the information.

For example, I haven’t read the original EU study about piracy. Come on, it’s 300 pages. Who’s got time?

But I believe the conclusions. Why else would the EU try to censor it? I bet a bunch of people on that news aggregator thought the same, and that’s why this story went viral.

My takeaway for you is this:

Desire and belief are really two sides of the same coin.

Whether you’re using specificity… or a new mechanism… or even secrets… if you juice up one side of the coin, the other side gets bigger too.

And I’ve got evidence to prove it. Evidence nobody has seen before. I hope to publish it one day soon… if they don’t get to me first. If you want to read that secret report when it comes out, here’s our underground communication channel.

Constant scarcity loses to recent scarcity

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Yesterday, a copywriter who reads my email newsletter wrote me with a job offer.

The offer sounds great. I’m planning to get on a call with the copywriter and the COO of the company to talk about it, hopefully later today.

It took over two years of everyday mailing to get to this point.

For the longest time, nobody read my newsletter. But gradually, a few people found me, and then a few more.

And now, even though I still have a small list, opportunities are coming my way out of unexpected corners.

I’m telling you about this for two reasons:

First, if you’re getting started in any kind of service business, then writing daily emails is a great way to get in front of high-quality, high-paying clients, very slowly.

Maybe you can do it faster than I did, if you work hard on growing your list and if you push your services in your emails. Both things I never did much of.

Which brings me to the second reason I’m telling you about this, and the real point of today’s post.

Several copywriting influencers claim you should reach out to your email list whenever you’re looking for work. They advise saying something like:

“I just wrapped up a big project… I currently have an opening in my schedule… if you’re interested, reply and we can talk.”

I always had a bad feeling about this advice.

I’m sure it works, if you have a big enough reputation and a big enough list.

But if you have a small enough list or a small enough reputation… then the message above smells of need, at least to me.

​​I figured there must be a better way.

My suspicions were confirmed when I read Bob Cialdini’s book Pre-suasion. Cialdini cites laboratory research showing that constant scarcity is less motivating than recent scarcity. From the research:

If there are always a few cookies in a jar, you want them more than if there are a lot of cookies. But…

You don’t want them nearly as much as when there were always a lot of cookies… and now suddenly there are only a few.

“Pfff, lab persuasion!” you might say. “What does that have to do with the real world?”

I don’t know. Let’s find out.

As I mentioned at the start, I have a new job offer. That’s in addition to my ongoing clients in the ecommerce space… plus a real estate business I’ve recently joined… plus my own books and courses, which I’m building up and selling.

And like I said, new opportunities are popping up, more and more often, as my little newsletter picks up steam.

In other words, I’m really not looking for more work. But I am still open to it.

So if you would like to work with me in some form… before I get so entangled in other projects that it becomes impossible to say yes to anything new… then get on my newsletter, get in touch with me, and we can talk.

GROHMO trumps FOMO?

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Painful personal confession:

I went to high school right up the street from the offices of various Agora companies.

Unfortunately, this was long ago, at a time when I had never heard of copywriting. So when school would get out, I’d spend my afternoons identifying local trees and kicking cans around the abandoned cement factory.

Had I been smarter, I would have gotten a job cleaning ashtrays at Agora HQ. And bit by bit, I probably would have learned enough about copywriting to be a multimillionaire today.

I bring this up because I recently applied for a copywriting job. Not a freelance project. A proper job.

I tell myself there are lots of good reasons why I applied.

My reasons are all the stuff you can put in a cover letter:

​​I could learn a lot. It could be a step forward in my career. I like the people I might be working with.

In other words, it’s a great opportunity. And I don’t wanna miss out. Except…

Would any of this really count had I not missed out already, in a much bigger way, back in high school?

I recently heard Dan Kennedy talk about writing for the opportunity market. You know, business opportunities and get rich quick stuff. Like copywriting.

And Dan said something that matches my experience above:

Lots of times, the real motivator is not the opportunity in front of us now, which we don’t want to miss.

Rather, it’s the opportunities dead and gone, which we have missed already.

The guilt and regret over having missed out yesterday (GROHMO) is really the underlying cause that makes us susceptible to FOMO today.

And if you’re a smart marketer or copywriter, you can exploit this. You can put up a bunch of pictures of smiling and satisfied men and women and say,

“Look at them. That could’ve been you. These men and women acted when you didn’t. And look at them now. Look at how happy they are. And as for you… well… don’t feel too bad. Because I have some good news. A new opportunity just opened up…”

And it’s true:

I’ve been promoting my email newsletter for a long while. Over time, I’ve had many people sign up. They have been amused and sometimes moved along the way.

More importantly, they’ve learned a lot and they’ve been exposed to copywriting and marketing ideas, like the one above.

These ideas I share have helped my subscribers make more money, enjoy their businesses more, all while working much less.

In other words, my email newsletter is quite the opportunity. Not to be missed out on. Especially since it’s not clear how long it will go for, in case I get a proper job.

In case you want to join before the opportunity disappears, here’s where to go.

Humans are not savages, but they can be made so on demand

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Yesterday, I read a fantastic yet true story, a kind of real-life Lord of the Flies. Except the outcome was very different from the book:

As you might know, Lord of the Flies is a story about a bunch of boys who get shipwrecked on an island.

Pretty soon, they become mean, thuggish, and destructive. Some of the boys are killed by the others. Half the island is burned down.

What can you do? People are savages, and kids even more so. Except maybe not:

The real-life version of this story involves six boys from the island kingdom of Tonga.

They were bored stiff at their English boarding school.

So they decided to steal a local fisherman’s boat and sail away to adventure, and maybe even make it to New Zealand.

They didn’t make it.

After months of search, the boys were declared dead back home. Funerals were held for them.

And then, 15 months later, they were discovered by an Australian adventurer fishing in the waters around an uninhabited island named ‘Ata. The boys had shiprecked there and survived, alone all that time.

And here’s the real-life twist:

All six boys were happy, healthy, and harmonious.

They had survived by eating fish and coconuts and drinking rainwater collected in hollowed-out tree trunks.

They had broken up their chores, such as gardening, cooking, and guard duty, and they took turns doing them.

They built a gym and a badminton court, and they played a makeshift guitar made out of the wreckage of the boat.

When one of the boys fell down a ravine and broke his leg, the others climbed down after him, brought him back up, then set his leg using sticks and leaves. He recovered while the other boys took turns doing his chores.

So is this really the true nature of human beings?

​​And if so, why does your typical junior high school look nothing like it?

​​Why does Lord of the Flies resonate with us instead?

The answer comes from another real-life variant of the Lord of the Flies theme. A bunch of people stranded on an uninhabited island… with a TV crew and a prize to be won.

I’m talking about the TV show Survivor. I’ve never watched it, but I know the basic setup:

Direct competition for something scarce.

It’s all you need to turn people into savages. A finding that’s been repeated in different settings, not just on reality TV.

So let me leave off today by saying I can see two options:

One is to disconnect as much as possible from the doctrine of healthy competition. This might require moving to a deserted island, or at least turning off the TV.

The other option is not to disconnect from anything, but to profit from it. Because creating scarcity, even when there is none, and encouraging competition, or at least reminding people of it, is a great means of control.

Marinate on that for a bit. And if you want more real-life stories on the topic of profit and control, you might like my email newsletter. But better be quick, because spots are limited and others are taking them as you read this. Click here to sign up.