Did you know that it takes just as much energy to market and sell a free product, as a it does a $50 product, a $50K product or $500K product?
Yup.
Ferrari goes through the same hurdles as Toyota.
Know why that is?
Because people act on emotion.
Price is irrelevant.
When people make a choice, they happily do so, and then find logical points to rationalize it… for the sake of others.
It’s why you can go to a dealership dead set to buy one car you researched and can’t wait to drive home.
Yet you actually drive off with a ride that’s more expensive, and the total opposite of your rational, original choice.
Unless, your car salesman is Denzel Washington in Training Day, you probably didn’t have a gun pressed to your head to make that choice.
Nope!
Instead you felt alive and invigorated inside a different car. The interior, engine sounds, spaciousness, seat comfort, color and more, all moved you.
You felt safe {Your name}.
You made an emotional choice, and you’ll never regret it because it brings you pleasure and happiness.
When it comes to investing in your top priorities, like buying a car… price doesn’t matter to you, like you think it does.
Ollie doesn’t know this.
(not his real name.)
Ollie joined my list, booked a Strategy Session with me, and I built him a wonderful strategy he could plug and play with.
He was in a rush though. Wanted everything done yesterday, and I told him that’s not how this works.
So we didn’t partner.
Strategy in hand he went off to make it work. Left this list too.
He was bold.
Meanwhile, I watched his approach unfold in my inbox live last week. Oy it was rough.
Here’s Ollie now:
SMLXL
To add more injury, now he’s going off to practice Email Necrophilia.
Ewww.
Why didn’t people buy Ollie’s course?
He had bonuses?
A nearly free offering?
So many days to register people?
But now he’s adding more work to his plate.
Ignoring the root case.
Giving away his time, energy and sanity.
The reason why Ollie is student-less, and well… broke right now?
His readers didn’t feel safe.
Safety is the name of the game and it only comes when you take the time to build a relationship with your audience.
Do you want to build a relationship with your audience?
Open your email tool, imagine a single reader you want to serve on that given day, vividly picture what she’s going through right now and write specifically to her.
You tell her a story. You ask her questions to learn more.
You provide actionable information that will lead her to the results she wants in her life.
You grow to trust one another.
When you get to know her well, you can offer exactly what she said she wants… something you carefully created with her desires and needs in mind.
All this can happen in the course of a single email too.
An email that takes you an hour to write and publish.
An email you send to her today… but wait, you have more than one person on your list.
So that warm, personalized message is multiplied, and its effects are too.
Quick math:
If you sell a $30 product to your list of 100 readers, and only 6% buy, how much do you earn that day {Your name}?
Answer: $180
Nothing exciting, but plug in your own exact numbers, which I know are premium, and see what you find.
What other task in your business day offers that return on investment for two hours tops?
A task you can repeat every single day for consistent results?
How could you reinvest that extra revenue?
Could you hire people, so you can do less tedious work?
Could you create even more helpful products so you make a powerful toolbox of cures for your market?
What would you do {Your name}?
That process and those consistent results sound a lot better to me than Ollie writing a long sales letter that people probably won’t click to read since they don’t feel safe.
Meanwhile missing out on building a genuine relationship in the meantime.
Le sigh.
I can’t help everyone, but thankfully, I can help you.
That’s why I created Emails That Earn Quick Replies.
A collection of more than 27 proven email scripts to warm up your cold outreach.
All so that you can partner with the right people and teams who can help you build your list, advance in your career and avoid making poor “integrity” moves like Ollie.
Be well,
Max!