Dan Kennedy was in the back of the room, getting coffee and a donut before one of his seminars. One of the attendees, a guy named Charlie, sidled over and picked up a donut also.
“I’m really looking forward to this,” Charlie said to Dan. “It’s gonna be good. It better be good!”
The unspoken point was that Charlie, like everybody else in the room except Dan, had paid a ton of money to be there. 10-15 grand. The seminar better be worth it.
Dan Kennedy brushed some powdered sugar off his mustache. He took a sip of coffee.
“How good I am won’t matter much,” he said. “It’s a combination of the who… the expectation… the price paid… the pre-event involvement. Now the expectation is so high, it’s good whether it’s good or not.”
I thought this was really profound. Maybe… because I had a similar thought a few days ago. And whenever I find people who echo my thoughts back to me, I tend to think they are profound. It must be some ego thing.
In any case, you might think I’m telling you to position and “pre-sell” your products or services. Or to sell them to the right “who.”
That would definitely be a valuable lesson.
But what really stuck out to me is what Dan said about pre-event involvement.
Adequate involvement can make your products or services good whether they are good or not. And here’s something extra you might not have thought of:
The same is true of your copy.
I have a little story to share with you that explains just what I mean.
It ties in very nicely to this Dan Kennedy snapshot. It touches on where I think marketing is going in the future. And it might be valuable to you if you create front-end funnels, or if you write emails to drive back-end sales.
So here’s the deal:
Sign up to my email newsletter.
When you get the confirmation email, hit reply and and let me know your sign. Yeah, you know, your horoscope. Libra, virgo, taurus.
I’ll use this information to customize this story so you get the biggest result out of it. And I’ll send it back to you in a personal email.
The only way I could make this more valuable to you is to charge you for it. But I think you will find this custom story good, even at this current low price of free. So get going — our team of crack astrologers is standing by.