Oh boy.
Yesterday’s email, about scarcity as a performance art, brought the replies pouring in.
I feel like I’m in the courtroom scene in Miracle on 34th Street, with postal workers bringing in satchels of mail for proof of how strongly people feel on this issue.
The issue, in case you missed my emails over the past couple days, is an upcoming livestream by marketers Dan Kennedy and Russell Brunson.
During the livestream, which is set to happen in a couple weeks’ time, Russell will interview Dan, from Dan’s sacrosanct basement workspace. The topic will be Dan’s mind-boggling decision to shut down new subscriptions to his No B.S. print newsletter, starting March 3 of this year.
Real? Fake?
Some of my readers turned detective and wrote in with their findings.
They spotted a detail on the optin page for this upcoming livestream. An image shows Russell, with a mild look of panic on his face, holding a fax from Dan to demonstrate how real this decision is.
The fax has a headline in huge font that reads “SHUT ‘ER DOWN!!!”
Only problem is, the fax also has a small date in the upper right corner, and that date reads 10/24/2022.
Other readers acknowledged that Russell does go for fake scarcity, but defended the man. Some called him a marketing genius. Others just said he does a great job distilling marketing concepts and makes them usable quickly — and it’s up to you to decide what to do with them.
My main takeaway after this whole experience is that industry gossip is an incredible powerful email hook. If, like me, you needed any reminding of that, then let me remind you:
Industry gossip is an incredible powerful email hook.
The only problem I have with anything that’s incredibly powerful is that I bore quickly.
As I said recently on my “How I do it” presentation, I look at this newsletter first and foremost as a sandbox, a playground.
It’s kind of a miracle that it’s turned into a nice source of income and a fountain of good opportunities.
But once something stops being interesting for me, it stops being a topic for this newsletter. So I won’t be writing about this bit of industry gossip, as Dan himself might say, for the foreseeable future.
That said, my playground attitude is not an attitude I encourage anyone else to take.
So if you want to see how two professionals who take their jobs very seriously do it, then check out Dan and Russell’s current “SHUT ‘ER DOWN!!!” campaign.
I continue to promote it with an affiliate link, even though I don’t know if I’ve made any sales, and even though, given that it’s Dan Kennedy, I would promote it without getting paid, simply because I’ve learned so much from the man, and I think you can too.
If you’d like to sign up for that free upcoming livestream, here’s the link: