This morning, I went down to the lobby of my building. I glanced at my mailbox and gritted my teeth.
My feet were ready to take me to the mailbox so I could open it and check the mail.
But with the last bit of dignity left to me, I asked myself, “What are the chances that the mailman came between 9pm last night, when I last checked the mail, and now, at 8am?”
Low.
With a strong exercise of willpower, I stopped myself from checking the mail. It would only end in disappointment.
On the other hand, you can be sure I will check the mailbox in a few hours’ time. And if it happens to be empty again, I will probably check it once or twice more during the rest of the day.
Last month, I subscribed to the New Yorker. The New Yorker is a fine magazine, but hardly anything to be addicted over.
Aye, but here’s the rub:
Since I live in Spain, mail from abroad arrives inconsistently. The New Yorker is a weekly magazine, but it doesn’t arrive to my mailbox on any kind of weekly schedule. Sometimes, two issues will come a day apart. Sometimes, like now, a few weeks will pass and still no New Yorker.
Result?
Well, I told you already. Addiction. Independent of the addicting qualities of the product itself. It just comes down to how you deliver it.
“Great,” you might say. “So you’re telling me to become a flake? To make my daily emails sometimes non-daily, and sometimes multi-daily? To deliver my subscription products, sometimes a day early, sometimes a month late?”
That’s certainly one option. But there’s a bigger point here. Let me explain.
If you check today’s subject line, you will see you did not win today. I don’t mean that glibly. I’m 100% serious.
Because what I did today was actually write two and send versions of this email, each to 50% of my list.
One version is for the people who won. In that version, I explained the bigger point I had in mind, and I ended with a link to a valuable resource.
Version two is what you’re reading right now, since you did not win. This version doesn’t have the explanation or the link.
The good news is, the resource I shared with the winners is so valuable that I will probably write about it again. And I will probably share it again. Maybe even tomorrow. And maybe tomorrow, you will have better luck than today. There is always hope!
But I have to end today’s email with some kind of offer.
So I will tell you about a fine offer. Sometimes, I will promote this offer day after day. Sometimes, like now, weeks will pass before I promote this offer again. In case you want to grab it now, while it’s still fresh on your mind, click here and sign up to my sometimes daily, sometimes multidaily email newsletter.