I saw an email today from an email marketer who was complaining about products that only contain stories and big ideas. He proudly contrasted himself to that, by saying how his courses contain really awesome tactical info.
I mean, what’s not to like?
Customers love getting tactical info because such info can be made to feel new and have a wow factor when they open up the box.
Plus tactical info is easy to sell, and at a markup, because it can be positioned in sexy and secretive ways with clever copywriting (I have an entire course on how to do that, called Copy Riddles, in case you’re interested).
The one thing that tactics won’t do, at least not for most of the people buying, is get you results, particularly for the long term.
For results, tried, true, and often very boring and familiar fundamentals are needed, which are much harder to sell. In the words of A-list copywriter Mark Ford, who pretty much invented the selling of secrets at direct marketing publisher Agora:
“There is an inverse relationship between the value of knowledge and what people are willing to pay for it. The most important things in life you’ve probably heard a hundred times before, but you’re not paying attention. When you’re in the right place and you hear it, you have that ‘aha’ moment and everything changes.”
These days I’m talking about Igor Kheifets’s productivity system, which allows Igor to go from working 12 hours a day to working 4 hours a day… from making $130k a year to making $4.3 million a year… from having zero free time to having time for family, friends, video games, vacations, pilot lessons, Netflix, composing songs, and writing kids comic books.
Igor’s system is based on fundamentals and proven principles — probably stuff you’ve heard before in some way or another — applied very thoroughly, as evidenced by Igor’s own results.
Even so, some forward-looking people, who are after results rather than the latest tactics, have already taken me up on this offer. One of them was guitar teacher René Kerkdyk, who wrote me right after going through Igor’s training:
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Having read Tim Ferris’ 4 Hour Workweek and internalizing the 80/20 mindset in my student years, I thought that this can get more than the $297 out of me.
And I’m not disappointed. “You are always just one good decision away from being on track.” is a great quote I’ll be using in my teaching business from now on.
If over the next 10 years this sentence helps just one student stay one month longer I have a ROI > 1.
Also I have tons of ideas of spelling out the 80/20 of guitar learning. That means email fodder and at least one future issue for my print newsletter.
And I haven’t even opened any of the bonuses.
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Igor is doing a free call tomorrow at 6pm CET/12 noon EST/9am PST to go over his productivity system in more detail.
Maybe if you attend, you will hear something new?
Or maybe you will hear something you’ve heard before, which will finally click for you, and allow you to have your own breakthrough in 2026?
Like I said, tomorrow’s call is free. And yet it might produce some real results for you, whether or not you decide to take Igor up on his full, fundamentals-based productivity system.
If you’d like to reserve your spot for the free call tomorrow: