Today is June 21, which means that in 10 days, the second issue of my Most Valuable Postcard is going out.
I am preparing to write it by watching a popular Ted talk about classical music… researching the motivations of men who like to go to strip clubs… and revisiting an old Jeff Walker presentation I mentioned a few weeks ago.
Today, I want to share with you a fascinating moment from that presentation. A bit of background:
Some time in the late 2000s, Jeff Walker was offering a business opportunity called Product Launch Manager. The basic idea was:
No list, no product, big money.
HOW???
By managing big companies’ launches using Jeff’s Product Launch Formula.
This was ideal for the most rabid of Jeff’s customers, the people who bought all his products, maybe even consumed those products, but never did anything beyond that.
Now comes the fascinating moment.
At the end of this five-day event, speaking from the stage to a small segment of this group of hyper-responders, who had each agreed to pay $25k to attend, Jeff raised his hands up in the air, lowered his head to his chest, and said in a soft yet penetrating voice:
“You are marketing gods. If you can speak Internet marketing, you are in a separate class from the rest of the people walking the face of the earth.”
Jeff says this set the room on fire.
People jumped up from their chairs. Others started rolling around in the aisles. Still others were tweeting to let the whole world know. “Jeff says we are marketing gods!”
The implied message was that, by paying a lot of money, by attending an event and hearing a bunch of stuff, and finally by getting Jeff’s benediction, these folks had achieved true success.
And who knows, maybe some of them did go on to achieve true success.
After all, Jeff’s program was a step-by-step roadmap for what to do to manage big launches for big clients.
Put one foot in front of the other, while looking at the map, and you will get to your destination, sooner or later.
Still, the thing that struck me was simply the audacity of the claim — marketing gods! — and how much it resonated with people.
I feel it’s something to keep in mind when you are crafting your own promises… and the promises behind those promises.
Anyways, today, being June 21, is also the last day that I will email inviting you to register for my Most Valuable Email presentation, which happens tomorrow at 7pm CET.
At the end of that presentation, I would like to raise my hands, lower my head, and say in a soft and yet penetrating voice:
“You are now copywriting gods… go ye forth and use your new daily email knowledge to line your pockets with many shekels.”
And sure, I will give you a step-by-step roadmap. I will tell you how I write the one kind of email that has been most valuable to me in the history of this newsletter.
This one kind of email has allowed me:
1. To get in the heads of my readers, including some of the most successful and sophisticated direct marketers and copywriters out there…
2. To pump up my own authority, even when I don’t brag about all the successful and sophisticated marketers and copywriters who read my stuff every day…
3. And maybe most importantly, to drastically improve as a copywriter and marketer.
So there is that promise in the air, “… and you can do it too!”
Well, about that:
Attending tomorrow’s presentation, learning all the stuff I will share, and even having my benediction at the end will still only make you something like a copywriting god… in the making.
In other words, it won’t do you a damn bit of good unless you do the moderately hard work of putting one foot in front of the other, and not just once, but many times over.
So the close to this email is not as fire-generating as Jeff’s talk from the stage.
But it is a fact of life, and it might lead you to success sooner, rather than later or never.
Whatever the case may be:
If you would like to get the info inside my Most Valuable Email presentation, you will have to sign up to my newsletter before 7pm CET tomorrow. And once you get my confirmation email, you will have to hit reply, and let me know you’d like to attend, at the last minute, this fearsome email revival meeting.