Yesterday, I got hypnotized.
I knew what was happening.
I didn’t stop.
I didn’t particularly want to stop.
Instead, I pulled out my credit card and signed up for a $137/month international subscription to a print monthly newsletter.
I had considered signing up before — it’s Dan Kennedy’s No B.S. Letter.
“But do I really need this?” I asked myself each time before. The answer is no.
Besides, I know what personality-based marketing newsletters are really about — and that’s selling you a personality.
And yet, last night I happily bought. Even though I knew what was happening, I justified it to myself as something I simply wanted to do.
What changed?
Very simple.
Dan (or somebody on his behalf, since the man doesn’t use the Internet) sent out an email with the subject line, “You’re Invited Into My Basement.”
The offer was a free, live, upcoming event broadcast from Dan’s basement, where he works. Dan would be interviewed by Russell Brunson of ClickFunnels. The reason was the following:
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Russell is flying out to grill me on my recent decision to shut down new sign-ups to The No B.S. Letter after 30 years. And it’s sure to be quite the masterclass in and of itself—no scripts, no pre-recorded sessions, and absolutely No B.S.
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“Huh,” I said. “No doubt this is some marketing stunt. No way is Dan actually closing signups to his newsletter.”
But I clicked through to register for the event.
And the same message popped up. “The Last Day To Join Dan Kennedy’s NO B.S. Letter Is March 3rd.”
I still don’t really know what this last-day stuff is about. I didn’t listen to Russell Brunson’s VSL or read the copy that popped up after I signed up for the free upcoming event.
Instead, I just had Dan’s voice talking to me, because I have been listening to a course of his lately…
I had his ideas floating behind my eyes, because I recently finished a book of his…
And I felt like we were just in touch today, and yesterday, and the day before, because each day he sent me an email — which I read as I nodded my head and took notes.
All that stuff was true every day before yesterday. But thanks to this “doors closing” stuff — whatever that’s about — yesterday I got entranced, pulled out my credit card, and signed up to the No B.S. Letter. Even though, in spite of Dan’s No B.S. brand, I’m pretty sure this scarcity play is almost surely B.S.
So my point for you is the hypnotic power of scarcity, once you’ve built up sufficient trust and authority.
As for me, I will probably be doing some sort of promotion soon to relieve myself of this new monthly expense.
That’s one thing I’ve learned from Dan Kennedy — never pay for anything.
Another thing I’ve learned is to have an offer at the end of everything I write.
So today I’ll leave you with the link to the “Has Dan Kennedy Gone Mad?!?” campaign.
Yes, that’s an affiliate link. I signed up ages ago to promote Dan Kennedy’s newsletter, but I could never do it in good conscience because I wasn’t signed up myself.
Well… until today. How things change.
So if you want to suss out whether this scarcity is for real or B.S., or sign up to the No B.S. Letter before the doors supposedly close: