Repetition

Summation of stimuli

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Here’s a personal defect on the scale of Derek Zoolander’s “I can’t turn left”:

I am particularly bad at coming up with “hot takes.”

The way I’ve gotten through life in spite of this defect has been to skip the news and consume things nobody else is consuming, because then even the most lukewarm take still tingles.

That’s how I’m currently making my way through a 574-page behemoth titled Principles of Psychology, from the year 1890, by a man named William James.

It’s slow going. I imagine it will take me till the end of this year to finish at the pace I’m reading.

But it’s been worth it already. On page 39 I came across the following idea, which James call “summation of stimuli.” Even though it’s extremely lukewarm on the surface, it still made me tingle. Says James:

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The law is this, that a stimulus which would be inadequate by itself to excite a nerve-centre to effective discharge may, by acting with one or more other stimuli (equally ineffectual by themselves alone) bring the discharge about.

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No? That doesn’t make it clear? I told you the book is slow going. James goes on to explain in slightly clearer language:

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The natural way to consider this is as a summation of tensions which at last overcome a resistance. The first of them produce a latent excitement or a heightened irritability; the last is the straw that breaks the camel’s back.

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Maybe that doesn’t help either. James fortunately gives a concrete example:

Take a dog (19th century scientists loved doing experiments with dogs).

Apply a weak electrical current to a nerve in the dog’s leg.

The current is too weak to set the dog’s leg to twitching.

But repeat the same weak current enough time, at a close enough interval, and somehow, even though none of the currents was enough to set the dog’s leg a-twitching, a-twitching is what you get.

“Ok,” you might say, “thank you for that lukewarm take on dog leg twitching. I gotta g-”

Wait! There’s more.

Because this isn’t just about dogs getting stimulated and starting to twitch. This is the basic neurology that underlies… pretty much everything, or at least a lot of human psychology and mental life.

I mean, I don’t have proof for what I’m about to say, because I’m only 15% through James’s psychology book.

But my guess is that this “summation of stimuli” is why one of the most fundamental techniques of persuasion, repetition, actually works.

If I say “I’m the best,” that doesn’t make it so.

But if i say “I’m the best,” every day, for years and years, and you’re forced to listen to me, then somehow, even though each individual claim is as hollow as every other one, the summation of them all turns into something with substance.

Maybe I start to genuinely believe I’m the best. Maybe you start to believe it too. And if we both believe it, then it does make it so.

Now let me make this practical to you:

In my Daily Email House community, a discussion sprang up today (ok, I sprang it up) about whether email marketing is dying.

I sprang that discussion up because I’ve seen “RIP Email Marketing” a surprising number of times in the past week alone.

The conclusion among House members was that email marketing is doing fine, but in any case, it was never about email marketing, not really, but about having a great relationship with your audience.

And the first step, and the most fundamental step, of building a great relationship with your audience is… summation of stimuli.

Showing up regularly, ideally every day, and ideally in different formats. Such as daily emails… and a community.

Speaking of, if you’d like to have your say in the conversation about email marketing and whether it’s dying or not, my Daily Email House is now accepting new members. If you’d like to spring up and join us:

https://bejakovic.com/house

Black Friday deals against humanity

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Earlier this week, I came across the following Black Friday trivia:

Cards Against Humanity, a deck of cards used for a popular party game, has a history of making funky Black Friday offers.

One year, they promoted a “Bullshit Box” as a way of distancing themselves from Black Friday craziness.

The box was advertised as containing “literal feces, from an actual bull.”

30k people bought it. It turned out to really be a piece of cow dung, in a little black box, shrink wrapped and mailed to your house.

Another year, rather than offering a discount for Black Friday, Cards Against Humanity hiked up the price of their card deck by $5.

This ended up getting a lot of press and went viral on social media.

Cards Against Humanity ended up as the #1 card game on Amazon that Black Friday, and the company made bank as a result.

These campaigns bounced around my head and influenced how I decided to promote the Black Friday Bundle I am participating in this year.

I figured everyone else participating in this bundle would try to outdo themselves with free giveaways if you buy via their affiliate link.

I decided to try something different, Cards of Humanity-style.

Rather than giving a bunch of additional stuff for free in the form of bonuses, I decided to JUST TELL YOU WHERE YOU CAN BUY FOUR MORE REALLY GREAT DEALS THAT YOU MIGHT NEVER FIND OTHERWISE.

Haha fun and games, right?

Maybe not. Because yesterday, I got this question from a reader:

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I was actually wondering if one gets all of the bonuses as part of purchasing through your link, or if you get the bonus based on the day you purchase it, or you pick one.

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This question got me a bit panicked.

I suddenly realized that, much how I skim other people’s emails, other people skim mine.

Many of my readers are likely to scroll down to the bottom of my email, simply see the stuff I’m listing, and assume that these are actual giveaways, rather than JUST POINTERS TO WHERE YOU CAN BUY THESE DEALS.

Next thing, I imagined myself in Internet marketer jail, wearing one of those striped prison pajamas, a placard around my neck that says, “Made promises he had no intention to keep.”

I would plead to the judge that I did explain everything in my emails, plainly and thoroughly. But the judge would slam down his gavel and say, “Ignorance of the law is no excuse for breaking the law.”

And the law is this:

People skim your copy and split their attention across five things. That means you gotta repeat yourself, and make your message black and white, and simple as salt, and then repeat yourself some more.

So to reiterate my Black Friday deal against humanity:

If you buy via my affiliate link, I AM NOT GIVING AWAY ANY FREE BONUSES.

The Black Friday bundle already has a ton of stuff inside, most of which people are unlikely to consume.

So why are people still buying the Black Friday bundle?

Well, I figure that the real benefit is actually purchasing, and getting the thrill of a good deal on valuable and exciting products.

That’s why, if you do buy via my affiliate link below, I WILL TELL YOU WHERE TO BUY THE FOLLOWING FOUR OFFERS, BUT I WILL NOT IN ANY WAY GIVE YOU THESE OFFERS FOR FREE (the whole point is that you gotta pay for them):

1. “$25 Classified Ads”

A behind-closed doors opportunity to get in front of about 20,000 relevant prospects… advertise and test out your offers… get clients and partners… and grow your list… for what works out to $25 a pop.

2. “Truly Irresistible Coaching Offer”

How to get coaching clients to pay you in the next four days, even if you have little experience. This course costs $997. That might not sound like any kind of a bargain, but if you consider that this Truly Irresistible Coaching Offer you make itself sells for $997, and is truly irresistible, then even one client, and this course will pay for itself.

3. “How to acquire newsletters, communities, and online service businesses with no money out of pocket”

Thousands of people previously paid $2,995 for this information, but you can get it now for just $497.

4. [Still to be revealed tomorrow]

Which of these sweet deals do you get if you buy the Black Friday Bundle via my affiliate link below?

NONE OF THEM.

My deal is simply I will tell you WHERE AND HOW YOU CAN BUY ALL OF THEM, OR ANY OF THEM, OR NONE OF THEM, AS YOU CHOOSE.

Clear? I hope so. I am planning to enter this email as “Defense Exhibit 1A” in case I’m ever put on trial for this promo.

Meanwhile, if you wanna take me up on my NON GIVEAWAY OFFER, here’s my affiliate link:

https://bejakovic.com/greatdeals

Breaking the silence after the promo

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Last night, after the 3rd Conversion training call, I got a note from one of the participants. I’m not sure she wants me to share her name, but she wrote:

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It was so nice to see you on the call. I just wanted to drop you a quick note to say how much I absolutely loved your live class. It was perfectly timed for me, especially since I’m putting out my own offer for a done-for-you course blueprint. Your presentation was not only engaging but also such a clever demonstration of your course content in action – I was taking mental notes the whole time! (And trying to resist writing everything down lol)

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I’m telling you this because, well, it says nice things about me, and I need all the ego stroking I can get.

But I’m also telling you this because I’ve noticed lots of people who sell online, myself included at times, are guilty of promoting an offer intensely… and when the promo period ends, it’s on to promoting the next damn thing.

Meanwhile, what happened to the previous training/course/book, which had such large promise about it?

There’s largely silence on that point, until of course it’s time to promote the same thing again.

My theory is that today, people are more than ever craving things that feel real.

It’s not simply because of the recent explosion of AI, but also the ability for automated communication, and simply the inhuman scale of the Internet.

When before in history was it an everyday possibility for most humans to write something that will go out to thousands or even millions of people?

Inevitably, we all become more guarded as a result of this. Things sound good, but they’re not actually good… or they might not even be there at all (Google “these cats do not exist”).

That’s why I think it’s valuable to not only do a good job promoting what you sell… not only do a good job delivering it… but also do good job continuing to communicate, even to people who didn’t buy, even after the fact, that this thing you were selling was for real, and that you in fact are for real.

That’s one way to cope with The Nothing that’s overtaking our world.

Another way is simply longevity, persistence, or maybe track record.

A few hundred words of text, once, can be optimized, faked, generated to suit the moment and to deceive the unguarded.

A few hundred words of text, every day, for years, are hard to fake, particularly if those words are going out to the same group of people.

That’s why there’s power in daily emails.

Writing daily for years might sound intimidating. It doesn’t have to be.

Really, it’s just one day’s effort at a time. And pretty soon, it becomes enjoyable and even addicting (ask me how I know).

The sooner you start, the sooner it will become easier, and the sooner you will reap the rewards.

Even if you don’t know nothing about email, or copywriting, or even writing, you can start writing a daily email today.

But if you must have a guide to help you get started, here’s one I created, based on my own real experience:

https://bejakovic.com/sme

FREE: Get my new course for free by simply getting on Josh Spector’s list by Sunday and promptly following the instructions in the ad (also free)

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The past two days, I’ve been promoting Josh Spector’s newsletter, because tomorrow I will run an ad there, which will offer a free copy of my new course, Simple Money Emails.

Several readers wrote in to tell me they got on Josh’s list and are waiting eagerly for Josh’s email tomorrow to take advantage of my free offer.

Others wrote in to tell me they have already been on Josh’s list since the first time I wrote about it, several weeks back. They had glowing things to say about Josh himself. For example, reader Anthony La Tour wrote to say:

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Dude, I’ve already unsubscribed from a few daily emails and yours is the only one I’ve read religiously. I even signed up to Josh’s newsletter a little while ago when you spoke about his newsletter and how to borrow the idea of a one paragraph newsletter.

Josh and I have already exchange some emails back and forth and he’s seriously a cool guy.

I’m proud to say that I’m also going to be launching a “Spector-style” newsletter, following the advice you gave in one of the emails you sent.

I own a couple of your offers and everything you’ve done is top-notch.

Thanks John!

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On the other hand…

I also had one long-time reader and customer write in to ask about my new Simple Money Emails course — which I am offering for free, if you simply get on Josh Spector’s list by Sunday and promptly follow the instructions in the ad — with the following:

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Will the people who bought any of your previous courses get the course as an add on or do we need to buy it separately?

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This reader wrote this in reply to an email in which I had said, “if you are on Josh’s list by Sunday, and you take me up on the offer inside the ad before the deadline, you will get Simple Money Emails for free.”

You might think I am shaming this reader for missing an obvious point. But though I did learn email marketing via Ben Settle, shaming is not what I am doing.

My point is just to illustrate that you rarely have your readers’ full attention — even of the readers who like you, who buy from you regularly, and who read your emails eagerly.

Which is something I address in Simple Money Emails, specifically in Rule #11 of the 12 Rules of Simple Money Emails. And I tell you how to deal with it.

Incidentally, you can get Simple Money Emails for free. By signing up to Josh Spector’s newsletter at the link below. And reading Josh’s email tomorrow, which will have my ad in it.

I won’t be sending out more emails to push you towards this free offer.

In case you want something for free, click on the link below, sign up for free, and you will be rewarded:

https://bejakovic.com/fti

Pretentious prick introduces himself

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Hello. My name is John Bejakovic. I was born in Croatia, but I grew up in the US. Since 2015, I’ve been working as a direct response copywriter for a bunch of clients, including many 7- and 8-figure businesses.

These days I mostly work on growing my own newsletter in the health space. I also write these daily emails about copywriting, marketing, and influence. Sometimes, I consult and coach people on things I know about, such as email marketing and copywriting.

And if you’re wondering why I’m telling you all this…

A few days ago, I signed up to a copywriter’s newsletter. The guy’s name is Louis Grenier. I’m not sure how I found him or how I opted in to his list. He sends daily emails, much like this one you’re reading. Except day after day, this guy starts off his emails with “Bonjour bonjour.”

“What a pretentious prick,” I thought to myself.

Yesterday, Louis sent out an email with the subject line, “A cheatcode for non-native speakers.”

“This oughta be good,” I said to myself, and I opened it.

I skimmed the email. Something about how Louis started a podcast, about how he felt insecure at first because of his American accent when speaking French, but how he realized it was actually a competitive advantage.

Huh? There was a kind of fog in my head. Why is this American guy hosting a podcast in French? And what kind of competitive advantage does an American accent in French possibly give you?

I reread the email from the beginning, a little more carefully now.

It only then started to dawn on me that Louis Grenier, though he writes perfectly in English, and though he has a name that could certainly belong to an American, is actually French. “Bonjour bonjour” isn’t the move of a pretentious prick. Rather, it’s a bit of cute personal positioning.

Point being, you have to constantly repeat yourself.

People aren’t paying 100% attention. You’re not the only one in their inbox. They skim. They forget. Plus new people get on your list, and maybe they missed the fact you’re French or Croatian or Pomeranian or whatever.

So you gotta repeat yourself, the core stuff, simply and clearly, over and over. You need to constantly remind people. And you need to constantly introduce yourself to people who just found you.

And now let me repeat the core message of my emails, at least the tail end:

There is something you can do each day to become better as a marketer or copywriter, which I call the Most Valuable Email trick.

I applied this Most Valuable Email trick once at the end of January, and I got a completely unnecessary and unexpected windfall of about $2,900 in sales, with zero work.

I applied it another time and started a buying frenzy even though I had nothing to sell.

I applied it a third time, and got a nice email in response from Joe Schriefer, the former copy chief at Agora Financial.

But even if none of those external valuable things happen, the Most Valuable Email trick is still most valuable, because it makes me a tiny bit better each time I apply it.

And it can do the same for you. If you’d like to start applying this trick today, here’s where you can discover it:

https://bejakovic.com/mve

I thought “fake news” was stupid but this is not

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A few weeks ago, I was reading an article about Ozempic, the diabetes drug that celebs are using to lose weight quick and easy. The article appeared in the New Yorker, which is not ashamed of its left-leaning proclivities.

One of the points in the article is that the main harm from obesity is negative perception both by doctors and obese people. In other words, it’s not the fat that’s the real problem.

​​To make its point, the article used the following statistics sleight-of-hand, which put a smile on my face:

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A recent study examined subjects’ B.M.I.s in relation to their blood pressure, cholesterol levels, and insulin resistance. Nearly a third of people with a “normal” B.M.I. had unhealthy metabolic metrics, and nearly half of those who were technically overweight were metabolically healthy. About a quarter of those who were classified as obese were healthy, too.

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A few years ago, there was a lot of fuss over fake news. I always thought that fuss was stupid. Predictably, it has passed now.

I’m not advising anyone to write fake news or to make up stuff.

But you can and in fact you must spin. You must twist facts and figures, cherry pick quotes and stories, and direct and misdirect your readers’ attention at every step.

Not only to make your point, like in that “metabolically unhealthy” quote above.

But also to give people what they want. I mean, I read the New Yorker because I find the articles interesting and horizon-expanding. But I also read it because I enjoy agreeing with the writers’ points of view, and I enjoy even more disagreeing with their point of view.

I hope I’ve managed to get you to disagree with at least some of the points I’ve made in this email.

But if I’ve just managed to make you agree, I’ll have to settle for that today. Tomorrow, I’ll work to do better.

That’s the beauty of writing a daily email. You have a chance to constantly get better at influencing your audience, and to make your case anew, and to get people to agree or disagree with you. If you want to keep agreeing or disagreeing with me, starting tomorrow, you can sign up to my daily email newsletter here.

I bet you already knew what I’ll write about in this email

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Last night I went to see Air, the new Ben Affleck movie about how Nike signed Michael Jordan.

Air is a typical rousing Hollywood stuff — a scrappy underdog does what it takes to win. It was fun to watch, but as the movie neared its emotional climax, I started to feel a kind of gnawing in my stomach.

I kept thinking, “This is it? This is what life is all about?”

A bunch of overworked, overweight, aging people in an office, hollering and high-fiving each other and gazing knowingly into each others’ eyes after their one triumph — getting a 21-year-old basketball player to agree to wear one kind of shoe instead of another kind of shoe?

But the movie is set in the 1980s. Maybe it reflects the corporate ideals of that era.

Anyways, let’s get back on track:

At the start of the movie, a convenience store clerk chats with the main character, played by Matt Damon. The clerk obviously knows a lot about basketball, and is sure Jordan won’t turn into anything big. The Matt Damon character is the only one who believes.

By the end of the movie, thanks to Matt Damon’s dogged believing, Nike signs Jordan in spite of impossible odds. Jordan immediately becomes a huge star. Nike goes on to sell a hundred million pairs of Air Jordans in the first year alone.

Matt Damon goes back to the convenience store and chats up the clerk again. The clerk nods his head. “I always knew Jordan would be a big thing,” he says.

“We all knew,” the Matt Damon character chuckles as he walks out the store.

As I’m sure you already knew, human memory is fallible. We forget, misremember, and flat-out make up stuff if it suits us and matches our sense of self.

You might think this only happens over the span of months or years, like it did with that convenience store clerk in Air.

But maybe you saw — and failed to remember — a new scientific study that went viral earlier this month. Scientists managed to show that people misremember stuff that happened as recently as half a second ago. And if the scientists stretched it out just a bit longer before asking — two seconds, three seconds — people’s memory became still worse and more inaccurate.

So my point for you, specifically for how you deal with yourself, is to write stuff down. Because you sure as hell won’t remember it.

And my point for you, specifically for how you deal with your prospects, is to keep reminding them, nudging them, and telling them the same thing you told them a million times before.

You rarely have people’s full attention. And even when you do have their full attention, they forget. Even if you just told them a second ago.

The only way your prospects are sure not to forget, and to maybe do what you want, is if you remind them today, tomorrow, the day after, and so on, hundreds of millions of Air Jordans into the future.

Which brings me to the group coaching I am planning. I first wrote about it yesterday. Now that I mention it, I’m sure you remember.

This planned group coaching is about email copywriting for daily emails — so you can remind your prospects of your offer over and over, in a way that they actually enjoy.

If you’re interested in this coaching, the first step is to get onto my email list. Click here to do that.

If you want people to remember you

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My grandma is 92 years old. Yesterday I was talking to her. She got to saying how she is “counting down the days.”

​​Everybody of her generation who lived in her building — a 17-story brutalist skyscraper built in the 1960s — has already died.

“The last two died just recently,” she said. ​​”There was Marija, who was 94, and then there was that guy—” here she turned to my mother “—what was that guy’s name, the guy who liked fried chicken?”

I found this both cruel and hilarious. You live your whole life, even a very long life, and this is how people remember you — “the guy who liked fried chicken.”

It’s not because my grandmother’s memory is failing. At 92, the woman is still razor-sharp and has a much better memory than I ever had.

It’s simply how how mental imprint happens.

Unless there’s something notable, sound bite-worthy, legendary about you, and unless you repeat it often enough to make it stick in people’s heads, then people will pick something random to remember you by — if they remember you at all.

Maybe you don’t want to be remembered. Nothing wrong with that.

But if you are driven to have people remember you, and if you want to make it good, then take matters into your own hands.

A/B test different sound bites about yourself. When you hit upon one seems to resonate, that people feed back to you, then repeat it from here to eternity. Either that, or risk becoming “the guy who liked fried chicken.”

And on that note, let me remind you what I already said yesterday:

I’m now launching my Most Valuable Postcard #2. I’m selling it until tomorrow night at a 50% discount.

Most Valuable Postcard #2 covers a fundamental marketing topic. In fact, it’s a topic that I claim is the essence of marketing and copywriting.

Last night, Jeffrey Thomas from Goldmine.Marketing wrote me to say (some parts redacted):

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Finished reading #2 tonight.

And it was great.

I’ll read it again tomorrow.

Earlier today, before seeing this offer, I thought about [here Jeffrey named “the best copywriting guide ever written” according to a reclusive, bizarre, and yet highly successful financial copywriter]—wild to see it appear in this Postcard!

#2 reminds me that [here Jeffrey spelled out the counterintuitive idea at the end of Most Valuable Postcard #2, which a lot of marketers and copywriters struggle with, but which is true nonetheless].

Definitely some new tools to use. Much appreciated John.

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I redacted some parts of Jeffrey’s message above. For one thing, I want to keep those specifics behind the paywall. For another thing, I don’t think you really mind. Do you?

Anyways, Most Valuable Postcard #2 is available now, but only to people who are signed up to my email list. Maybe you don’t want to get on my email list. Nothing wrong with that. But if you do, here’s where to go.

Maybe this email will finally melt away your resistance

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I was talking to a girl a few days ago, and she was complaining about an annoying guy who had hounded her at a club.

The guy stopped her on the way out of the bathroom. Then he came up to her at the bar. Later he sidled up to her on the dance floor.

“Why are some guys annoying like that?” she asked me.

I shrugged. “Because it works.”

My ex-girlfriend once told me her perspective on why she decided to go out with me. I’d gotten her phone number once, during a brief interaction. And then, for about 6 weeks, I texted her every few days. Each time, she had some reason not to meet. She never said no flat out, so I kept texting her. “You were very persistent,” she mused later.

“Yeah sure,” you might say, “but there’s a big difference between being persistent and hounding somebody in an annoying way.”

Maybe so. But based on what I’ve seen, that’s a line that’s often drawn after the fact — after somebody decides either to give you a hard “no” or to take you up on your offer.

In the second case, the person who took you up on your offer will often say that it was your persistence that really won them over, that they found most attractive.

I took a break just now to check Google Analytics. Right now, as I write this, somebody’s on the third and final page of my Copy Riddles sales letter, and two more people are on the first page.

I don’t know if any of these people will decide to buy in the next few minutes. But I have noticed a trend.

I usually promote my existing offers in one-week stretches. For example, last week it was my Most Valuable Email, this week Copy Riddles.

Early in those week-long stretches, I get some sales. But I’ve noticed it takes a few days to get the wheel rolling, to get momentum built up, to get sales coming in unexpectedly and at odd hours and in bunches.

Today is day six of my Copy Riddles promo period. I’ll see if my theory about sales bunching up will be borne out.

In any case, the basic idea stands. As copywriter Gary Bencivenga said once, persistence melts away resistance.

Incidentally, this is something that ties into the very first big a-ha moment I got while following the road that eventually led me to creating Copy Riddles. In case you’d like to read more about that a-ha moment, you can find it on the sales page bwlo, which I’ve shared previously many times, and which I will continue to share:

https://bejakovic.com/cr

Be grateful you read my newsletter

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This past weekend I finished removing the free bonuses from my Copy Riddles program. I sent out an email to previous buyers to tell them 1) they will continue to get access to bonuses and 2) when I flesh out those bonuses into paid courses, they will be automatically upgraded to those new courses.

To which I got a response from a Copy Riddles member:

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Thanks for the update, John. You’ve been treating us OG buyers very well and fairly, and I think you deserve a bit of appreciation!

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I really do. I really do deserve a bit of appreciation.

I’m telling you I deserve appreciation for two reasons. One is that it’s self-serving — I’m a good guy, and others say so about me. I treat my customers well and fairly, and you should keep that in mind the next time I make an offer.

There’s a second reason also:

If you run any kind of business, chances are you’re doing good stuff that you’re not getting credit for.

That means you’re shirking your duties really. As “guru to the gurus” Rich Schefren likes to say, marketing is teaching prospects to value your offer.

The thing is, valuing stuff at what it’s worth is not something we humans are good at. If you want proof of that, go on Amazon, and look at the thousands of gratitude journals for sale, and the hundreds of inspirational guides telling you how important gratitude is, and how you should practice it regularly.

None of that would be necessary if appreciation came easy to humans.

Oh well. that just means you have to do the work for your prospect, and teach him to appreciate what you do.

So be grateful you read my newsletter. Because I always make a point to share something valuable and interesting, usually something you can take and apply right away, if you only think for a second or two.

Now on to my interesting and valuable offer. It’s my 10 Commandments of A-List Copywriters book.

The fact is, I could take the content of this book, change absolutely nothing except the format, and sell it as a $100 course instead of $5 Kindle book.

Or I could take that same content, deliver it over in a series of 5 Zoom calls, and charge $500 for it.

And people would pay, and they would get great value from it.

And yet, you can get all this value for just $5.

Perhaps you can guess my reasons why. And if not, that’s a topic for another interesting and valuable email.

Meanwhile, if you still haven’t read my 10 Commandments book, you’re shirking your duties as a marketer. Here’s where you can fix that:

https://bejakovic.com/10commandments