My email yesterday about “Plan Horse” brought in more sales of Most Valuable Email than any email since the official launch of this course closed, last September. I asked myself why.
Maybe it was just the weather — hurricane winds over the Mediterranean have been blasting Barcelona for the past 14 hours. They almost carried off the potted olive tree that lives on my balcony. Maybe they also forced in extra offshore sales.
But maybe it was something in the email itself. I have an idea what that could be, and I’ll be writing about that in the future.
In any case, some of those new buyers have already gone through MVE – it only takes an hour. One of them, copywriter Anthony La Tour, wrote in this morning to say:
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Whoa…
Just finished your MVE course.
Meta-level stuff.
I feel like I’ve just been unplugged from the Matrix.
I’m gonna go through it a few more times.
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I never thought of the Matrix analogy for Most Valuable Email. But I like it, and I’ll be using it going forward. It’s a rich mapping, and it therefore feels satisfying. That’s something to keep in mind if you yourself use analogies to make your point. Here’s what I mean:
Like Anthony says, MVE shows you the Matrix, the underlying reality — what’s going on beneath the surface in some of my most effective emails.
But it goes beyond that.
Because in the Matrix cineverse, once you’re unplugged, you can go back inside and upload new skills into your head — and that’s how applying the Most Valuable Email trick feels to me. Like at the start of the first Matrix movie, after Neo has just been unplugged, and is now beginning his training, Tank sits him down in the jack-in chair and says:
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We’re supposed to start with these operation programs first. That’s major boring shit. Let’s do something a little more fun. How about… combat training?
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Neo sits there in the chair while the upload runs. A moment later, his eyes open wide and he gasps. “I know kung fu,” he says.
Well, uploading skills via Most valuable Email is not as push-button as the process in the Matrix. MVE takes some personal effort. And it takes more than a second or two to write one of these Most Valuable Emails.
But over time, this process uploads new skills into your head — including skills which you might have felt you could never learn to do well. At least it’s been that way for me.
If you’re willing to keep pressing the “Upload New Skill” button, then MVE might be as valuable to you. To get started with it today: