A couple days ago, a new Amazon review popped up for my “10 Commandments of Con Men etc” (5-stars; “Here’s why you should buy two copies…”).
That review came from Matt Cascarino, who is the chief creative officer at FARM, a marketing agency that’s had among its clients the American Cancer Society, the SPCA, New Era (the company that makes Major League Baseball’s official caps), and Kelley Blue Book.
I know Matt reads my emails and I have interacted with him before, so I wrote him an email to say thanks for the nice review. To which Matt responded with an even better testimonial:
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I just got home from a new business pitch where I worked SIX commandments into my 18 minutes of material. Specifically, “commit to the bit” completely dismantled my typical pre-talk nerves.
I genuinely enjoy presenting, but your book helped me be more methodical when mapping out my talk.
Thanks for reaching out. Your book is insanely good and worth every hour you poured into it.
And no, your mom didn’t tell me to say that.
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I’m about to give you a link to my 10 Commandments book in a bit, and if you haven’t yet read it, maybe Matt’s experience and recommendation will convince you to do so.
But before you go, here’s a tip I learned early in my email marketing career, which I didn’t realize the full power of until last year:
It’s okay to email people one-on-one.
That might seem like a particularly stupid point to make, but the fact is, having an email newsletter does something to the brain, and many people, myself included on occasion, start to think that the only way to reach out to people who have signed up to your newsletter is via broadcast emails, preferably ones that start with “Dear Friend.”
No.
You can write people on your list one-on-one, over and above broadcast emails.
Again, that might seem super obvious. What is less obvious is that I’ve used this strategy to make valuable connections with prospects right when they sign up to my list… to drive in sales that would never have happened otherwise… and to get nice extra testimonials like the one that Matt gave me (which my mom confirms she had no part of).
And now, as promised, here’s my new 10 Commandments book, to help you dismantle your pre-talk nerves, or take away the sting from objections to your offer, or hide a secret in plain sight: