Why getting a yes is a kiss of death

Did you ever have a sales job where you either sold in a store or over the phone?

I’ve had both. Maybe you’ve had a sales manager like some of the ones I’ve had.

I don’t remember who taught me this, but some past manager I had taught me some trick of getting mini-commitments from customers and prospects.

The psychological trick where you get someone to say “yes” until they agree to a sale.

I’ve done this before thinking it worked, until it didn’t.

I would sometimes talk with prospects, who would tell me that they were interested in my proposal so much.

But later on, I never heard from them or I finally got a “no”, but I never understood why.

That was until I read Never Split the Difference by Chris Voss, who was an FBI hostage negotiator turned business consultant.

Voss said that if you get a “yes” right off the bat during a sales presentation, it’s not a good sign.

That’s because that “yes” might be false flag. It’s what Voss calls a Counterfeit Yes. It’s a yes customers say just because it’s easier to say than no and makes you go away faster.

So how do you go from a Counterfeit yes to a genuine yes?

Voss says all negotiations start with no, and you want to ask questions that are centered around no.

One big reason is you want to find out specifics about what they’re really interested in and what they aren’t.

If you give prospects the freedom to say no, it makes them feel more comfortable with you and gives them an invitation to open up.

Instead of thinking of no as a rejection, you have to think of it as a launching pad for asking more consultative questions and opportunities for listening to someone.

So instead of feeling like you are battling someone, it feels like you’re collaborating with them.

The other great thing about asking no centered questions, is it forces customers to define their answers and explain them to you.

Check out the book here. A copy of the audiobook is free right now on some YouTube channel.

When you can actually pull off the scarcity marketing tactic

I think most people know that companies use scarcity as a marketing tactic.

For instance,  I bought a Nintendo Switch this year, but for months I couldn’t find one in stores.

But when I finally bought one off of Amazon, the site told me it would take over a month to deliver.

In all honesty, my Switch was delivered in a week.

Same with Apple and their iPhones. When I worked for a major cell phone company, we would only get a handful of iPhones for launch days.

And the same thing is happening with the PS5 right now. Not everybody can get their hands on one.

The problem with using scarcity, at least for tech companies, is they manufacture scarcity but only in the beginning.

At the end of the day, Apple, Sony and Nintendo eventually have to distribute more units or else they’ll never make money.

There is one company I know of that consistency uses scarcity as a regular marketing tactic.

Keep in mind, this company is not a publicly-traded, Fortune 500 company with a board of directors to please. This company is owned by one guy in a Vermont small town.

There’s a brewery called the Alchemist that’s located in Stowe, Vermont. Their big flagship product is called Heady Topper, which is a Double IPA.

Now keep in mind, there are more breweries than have ever existed in all time. There is no shortage of specialty beers out there.

My buddy’s Dad told us that back in his high school days, if you could get Coors, you were considered hot shit.

Today, we live in a golden age of unlimited choices.

Anyways, with Heady Topper, you can’t buy it anywhere in the United States. It’s only distributed in the greater Burlington area, and that’s pretty much it.

Occasionally, you’ll see a Heady Topper can here and there at a bar, but the lion’s share is around its HQ.

The Alchemist also sells other beers like Stouts, Lagers and even MORE IPA’s. You cannot buy these anywhere else. You literally have to travel to their brewery to buy these.

Which is a shame because my all-time favorite Stout is called Luscious from that brewery. If I want it, I have to travel 3 hours just to pick it up and 3 hours back to finally enjoy it.

And Stowe is not located in a happening town. Ben and Jerry’s HQ is there and there’s also a Ski Resort. That’s really it.

And here’s the thing. Personally, I don’t think Heady Topper is even the best IPA I’ve ever had.

It’s pretty good and strong, but in no way the best I’ve had.

But even I see the value in Heady Topper for the sole reason of it’s not always available.

Could the owner of the Alchemist decide to distribute Heady Topper more places? Sure he could.

But then a beer distributor would call the shots, which would probably cause a bunch of logistical headaches for the owner.

Keeping Heady Topper local to him, helps him maintain control and leverage over his products.

He’s also not trying to start the next Sam Adams. Is he leaving more money on the table? Probably, but to him he’s probably made enough money.

Hell, his brewery is not in some garage. It’s in a gorgeous building. I assume he’s doing well for himself.

Anyways, if you’re a huge beer fan and live somewhere near the Northeast, it’s worth the trip up there.

And if you ski, it at least gives you something else to do.

Until next time.

JP

How the End of America VSL creates a bone-chilling future to boost financial newsletter subscribers

I kept hearing about a VSL called End of America, so I decided to check it out.

The first thing I noticed is that VSL is over an hour long. There is no live footage, or a hand in the background drawing sketches. Most of the thing is literally black text on a white screen, and as simple as it could be.

For some reason I had in my head that Agora created this VSL, but that’s not true. The video is narrated by Porter Stansberry of Stansberry Research, who kind of sounds like Dr. Drew in my honest opinion.

First, Stansberry throws up a red warning before the VSL. I’ve seen copywriters use similar intros to pre-frame their VSL with different images and even use a different voice from the VSL narrator.

Towards the beginning, Porter talks about a bigger threat that is coming, one that is so big it will dwarf the 2008 financial crisis. While he establishes his credibility in the first 5 minutes, he paints a little bit of a dark future with our comfortable way of living completely gone.

Hmmm, rioting in the streets? Sounds familiar.

Porter does give a hint that this next looming crisis has to deal with the U.S. Treasury, but that’s all we get in the first few minutes.

Rather than use big, economic terms or examples, he breaks the whole thing down into simple, and easy-to-learn terms that the average joe can understand.

What Porter does in the first 10 minutes is establish a sense of certainty more than anything. He states he knows this disaster is bound to happen, so much so that he’s willing to put his entire professional reputation on the line.

One tactic that copywriters use is using a bold promise to get people to buy-in or pay attention, and that’s exactly what Porter has done.

And he believes this will happen in the next 12 months, giving readers a sense of urgency.

The irony of this VSL, is this was made in 2011, almost 10 years ago. And although, we’re in a recession right now, it’s not nearly at the level that Porter is predicting. So anyone could make the argument that this is a little outdated.

But anyone could make the counter-argument that this VSL is so evergreen, that you could use this today, and Porter’s sales letter would still perform well.

When Porter starts to explain the crisis, he introduces what’s called the World Reserve Currency, which is totally true.

Without a lesson in economics, basically the rest of the world uses our U.S. dollars to buy goods throughout the world. It’s one of the reasons a Starbucks Frappuccino doesn’t jump up to $15.00. The reason it’s the world’s reserve currency is because the U.S. is a larger nation, mostly productive and is honest. China, Russia and India are big nations, but they are insanely more corrupt. And our biggest competitor for the world’s currency, China, just shit the bed by starting a global pandemic. 

For more info on this topic that isn’t Porter Stansbury selling you something, watch this video.

Porter also references Britain as a form of social proof at one point having the world’s reserve currency.

Then Porter tries to make you imagine a world where prices are doubled and basic needs are scarce. Again, it hasn’t happened in the U.S., but that’s not stopping you from picturing it in your head.

He keeps injecting social proof here and there throughout the video. This slide lists all of the counties that this has happened to already, and that the U.S. might be next.

Some of these examples include:

  • How local governments are selling assets like real estate to generate cash
  • How certain countries have just stopped accepting U.S. dollars
  • How some places are accepting other currencies such as euros and pesos
  • How good and silver are rising in value

So after introducing all this proof of how the U.S. currency will eventually fail, Porter gives some shred of hope of how he’s protecting his own money.

He first states that if he’s wrong about this crisis, there is still an opportunity to make a ton of money.

Next, he offers 4 free special reports with different investment opportunities folks can use to protect their assets. He builds up each of these bonuses individually and uses social proof of how they can help to protect you against the doomsday crisis he just built up in the last 45 minutes.

Like any good bonus, Porter assigns each of these special reports a dollar value, but states, he wants to personally send you a copy “absolutely free”.

Porter even teases the World’s Most Valuable Asset in a Time of Crisis. The asset that he claims has helped generations of families such as the Gates and Schwab to preserve their wealth.

Spoiler alert: This asset is owning Farms.

Porter finally gets to the whole enchilada. He offers an entire year’s worth of financial newsletters and all of his free special reports included at $49 per year.

With all this information, he promises to deliver updates with government regulations and proven strategies of how subscribers can protect their money.

And of course, what’s a VSL with an iron-clad 100% money-back guarantee?

To analyze this whole VSL, he’s selling newsletter subscriptions, but that product isn’t exactly sexy like a luxury car or a health supplement.

So he builds up a problem in peoples’ minds. The big problem is the U.S. dollar is highly unstable, and it’s the government’s fault.

Porter doesn’t introduce his offer right away. He starts with free, by offering his complimentary special reports one-by-one.

Then, at the tail end, he offers his newsletter subscription service, which sounds like an impressive bundle offer, but instead of selling it at full-price, he only offers it at half-price.

To watch the End of America VSL in its entirely, here it is.

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You don’t have to buy from Tai Lopez, but he’s definitely worth studying

A new Tai Lopez ad came up on my feed a few weeks ago.

I gotta be honest. When his face first appeared on those YouTube ads with him in his garage, the nice cars and the hundreds of books in the background, it didn’t really keep my attention much.

I thought it was different, but nothing to write home about.

Tai kept preaching, ‘Knowledge is key’ or ‘The more you learn, the more you earn’ yada yada.

Which by the way, totally isn’t true. My brother-in-law has a useless doctorate and my sister has a masters from the same grad school.

Combined, they make the same amount my wife and I do with only one bachelor’s between us. I think it’s a safe bet that knowledge isn’t the key to success.

Now I can’t make any judgements on any of Tai’s courses. I’ve never purchased any of them or taken them. Therefore I can’t speak to what he offers or his results.

I just know the guy is kind of a living meme in the online marketing world.

And yet, I think he’s kinda on to something.

Below is the ad that I noticed.

And I didn’t screenshot this. I took a picture of my laptop screen. That’s why the photos are blurry.

I keep it real here.

With the stores he name-drops, they’re no small mom-and-pop stores.

But right out of the gate, he uses authority to establish himself.

And the very first offer you see he frames as an exclusive offer, which is you have to sign an NDA in order to talk with him about this opportunity.

Once I clicked on the landing page, the offer was very clear and distinct. The headline was down to business, with a promised result of e-commerce success stories, and getting in on the action.

It’s also a bold guarantee if you think about it. None of these businesses that Tai listed are making the piles of money they once were.

I just drove past a Pier One Imports in my home city the other night and they are liquidating all their inventory.

I love how he puts Zoosk, as one of his “brands”. It is true that he started Zoosk, but it wasn’t a major dating site back in the early 2000’s. I always saw Zoosk ads on sites like EbaumsWorld back in the day.

But still, even Zoosk serves as an example of social proof and nonetheless builds up Tai‘s credibility.

What’s interesting is Tai is selling an investment opportunity.

Kind of like Grant Cardone does with Cardone Capital. It’s no coincidence that they’ve both done business together, and of course they both sell the same stuff.

And on this site, it drives you to a calendar to book a call with one of his guys.

But wait! There’s more.

As you know, once you get on these guys’ radar, you don’t get off.

Here’s just one example of an ad I get re-targeted for.

And he comes right out of the gate with, ‘For those who thought I was faking it…’

Which is a great first sentence because Tai attempts to overcome the objective that is already on peoples’ minds that he’s just a charlitan.

This ad is actually for an online ads course he’s selling. It’s completely separate from the investment opp site he promoted.

Even before you click on his sales page for his course, he lists a ton of benefits on what to expect.

Did you happen to notice?

‘The 5 second intro hack for your YouTube videos’

I wonder if it involves rented super cars…

Just kidding.

But throughout his sales page, he keeps re-introducing the fact that he’s invested in big brands recently. This might seem a bit repetitive but it’s okay to repeat yourself with different wording. It’s just another way to establish your credibility.

Throughout the page, he continues to give more of the benefits of what he’s offering, and he lists the expected results.

And of course he addresses the obvious ad we all know and love him for.

And countless people have made fun of it.

H3H3 even did a reaction video about it.

Later on in the letter, he mentions his ad spend. This is another major authority flex. If he’s spent $300 Million on ads, which includes retargeting visitors, it means he’s making a hell of a ROI.

Oh, and he includes a bonus that he claims was just added!

Not like you always need to include a bonus offer, but it doesn’t hurt here and there.

You might think Tai is a joke, and on some level, even he knows he’s making larger-than-life claims. But his ads and his sales pages include simple principles you can transfer to your marketing as well.

For Tai’s sales pages, click below:

www.retailecommerceventures.com

www.tailopez.com/mastery1

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When you waste time at networking events for over a year

When I finally escaped the dreaded clutches of retails sales, I did absolutely everything I could to embrace B2B sales.

I told myself I was finally going to go to all the networking events near me now that I was working for a real company.

The best part was my company already had memberships at all the local chambers in town, so I could either just attend for free, or expense the fee at the door.

As excited as I was, I remembered just sitting at those chamber events, trying desperately not to look like a loner. It reminded me of high school, trying to avoid sitting by myself in the cafeteria. At the time, I struggled to make just simple small-talk with other people in the room.

And I remembered there was a guy who was probably 5-10 years older than me. He was an account executive at a local financial advisor firm that was actually near my office.

And every event I attended, this guy was there too, and he was always talking with somebody. While I was struggling with just basic conversation, he was laughing with others, having a good time and made it look super easy.

At those events, I’d always be thinking in the back of my mind about the deals I was trying to close for that week. I just remember being super stressed because I was overthinking about how I was going to meet my quota for the month.

Meanwhile the other guy looked incredibly relaxed and always had a smile on his face. He didn’t seem to have a worry in his mind. I really envied that guy’s relaxed demeanor.

This guy was at multiple chamber events too. I’d see him at early-morning breakfasts, lunch speed-networking rounds, after-work evening mixers. Literally wherever I was, this guy was too.

I remembered even when I was door-knocking in an area of town, I was turning my car around at a nearby local brewery. While I was busy prospecting, low and behold, this guy was walking into the restaurant with his portfolio in hand.

I assumed while I was cold-calling my ass off, this guy was already meeting clients who were interested in what this guy had to say.

He also looked older than me by 10 years, and I thought he knew some secret to selling that I didn’t.

One night, one of the local chambers held a big after-hours trade show where there was a big open area with local vendors. They had good food and drinks. It was just a relaxed after-hours event.

I remembered I was walking around, and I ran into this guy, and I figured I’d strike up small-talk with him.

And I remembered the guy was kinda quiet and reserved. It was totally the opposite of what I initially expected. I always saw him talking with someone else, but in our conversation, I was doing all the talking.

But the big shocker was I told him, ‘Hey, I always see you at these events, but we’ve never actually met.’

And he replied, ‘Yeah I always go to these events, but I never get any leads. Have you had any luck at these things?’

And that answer was a big eye-opener for me.

For one, I thought this guy was successful when really he was just trying to make it like I was.

And two, we were both wasting our time going to chamber events where we weren’t going to run into a qualified buyer to save our life.

So things aren’t always as they appear, especially in business. 

That and don’t waste your time going to events where you’re not going to meet qualified buyers you want. Spend your time on real marketing activities that grow your business, and save your time for the events that actually count for you.

Take it from my one-to-two years worth of experience attending those things.

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The time I started to get smart about B2B prospecting

In my last email I talked about what it was really like to cold call.

Basically my days were busy as hell.

If I wasn’t hammering the phones, I was driving out and meeting prospects.

If I wasn’t actively talking to new people, I was following up trying to chase down deals I sent out.

It was a vicious cycle. It basically boiled down to I’d be on the phone all day, or I’d be in the car all day.

But honestly, I just felt completely drained everyday.

But I took one step out of cold calling Hell towards smarter marketing.

You see, I had this list of emails I was collecting of business owners I met.

And I had the idea of sending them an email newsletter every week to follow up.

And one week, I put together an informational article.

For the life of me, I couldn’t even tell you what it was about.

But I wrote the email, and pressed send.

A few days later, a business owner I had been chasing for a year and a half called me out of the blue.

He was one of the first prospects I met, but I could never get ahold of him.

He called to tell me that he just purchased a new phone system, but his brother was moving into a new office building and needed to get set-up.

He gave me his brother’s number, I called him and boom, instant qualified appointment.

I met him at his new office space, talked with him for about a half hour and he signed a new purchase order.

I’m sure that first email newsletter came down to good timing and luck, but it really showed me the power of marketing.

And it sure beat hammering the phones for hours on end.

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Just how hard is it to cold call?

From time to time, I’ll check out YouTube videos of people cold calling.

Sometimes I watch those videos for nostalgia since I don’t cold call anymore.

There was one clip that came up on my feed. Some guy was cold calling prospects for his social media marketing business.

And on the first call, the guy scheduled a meeting with a prospect.

And he couldn’t believe it. He didn’t think he would schedule a meeting on the first try.

He was super happy of the outcome of that call.

That’s wonderful and all, however…

Scheduling one meeting is just the first step.

If you haven’t had a sales job, let me give you some insight.

Getting new customers from cold calling is the hardest thing I’ve ever done.

I had to make a ton of calls just to schedule one appointment.

I had decision-makers hang up on me.

Told me “No” before I even got a word in.

I’ve had secretaries give me every reason why a decision-maker wasn’t available.

Seriously, I’ve heard it all.

And that’s just getting a first meeting with someone.

I’ve gone to meetings and gotten completely ghosted.

Either the decision-makers didn’t care about keeping the appointment…

Or never showed up to begin with.

Sometimes I met with someone who completely lied and wasn’t the decision-maker at all.

They’re just sitting in-front of you just to get a price.

And only when you follow up with them, you find out they have to get approval from someone else.

Sometimes you meet with a business owner, and you find out there’s nothing you can do for them.

Sometimes you meet with someone, and you could 100% solve their problem for them, and it makes total financial sense.

The “Stars are aligned” essentially.

But for some x, y or z reason, they stil don’t buy from you.

And now you need to find another buyer.

The somewhat good news is if you cold call, you will get a sale eventually.

But by then you’ve spent so much time, wasting your time with the wrong people, tire-kickers, and just getting strung along…

By the time you actually make a sale, you find out the hard way that the juice wasn’t worth the squeeze to begin with.

Thank God we got this thing called the internet these days.

Still, prospecting can be hard.

There’s still a decent amount of rejection and B.S. that goes around.

And nothing that’s worth it comes easy.

But at least you can form relationships with real people who kind of give a crap about you.

And getting the word out gets easier and easier.

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Selling in a crappy economy

Well, it’s that time again. Every 5-10 years, the economy takes a complete nose dive in the crapper.

If you’re an employee at a company, your ears are to the ground and your fingers are crossed making sure your job isn’t on the chopping block.

If you’re a business owner, you’re doing what you can to sell your ass off to pay the bills.

Right now there are two ways to sell. One is sitting down and waiting for the phone to ring because hardly anybody ever prospects.

The other way includes the tried and true ways that everybody else in the world sells. The problem with these methods is everyone is trained to use them too.

And when everyone uses these methods, they just don’t work as well anymore.

Here are some examples of things that every salesperson was taught, but nobody really likes to do.

  • Making a hundred calls a day because you’re told it’s a numbers game
  • Setting 10 qualified appointments a week
  • Asking for the decision-maker, but not leaving a voicemail or even giving your name to the receptionist
  • Getting all these little “yes” commitments when you actually sit down with the decision-maker
  • Trying a pull a trail-close on a prospect
  • Follow-up until you get an answer

All this and a whole bunch of out-dated advice.

The other problem with all these methods is when the economy isn’t doing so hot, and companies aren’t buying, salespeople just double-down on their efforts.

But all they do is just end up annoying prospects, torpedo’ing their deals left and right.

You can only follow-up so many times over the phone and over email. If someone isn’t buying from you, you should probably take the hint.

We just got done refinanced our house, and when we finished up I noticed what got me to actually pull the trigger.

First, I reached out on Facebook and asked for a good mortgage company to work with. Surprisingly a bunch of people recommended their mortgage guy. I got so many replies, you’d think I was asking for a good tattoo artist.

But one friend was adamant about me using his mortgage guy. He posted on my comment, and even called my wife and told her that we should use his guy.

I mean, how could I not after that?

But his mortgage guy did not disappoint. He was freakin awesome, mostly because it didn’t give a fuck about anything.

You see, it’s easier to become a referable person than you think. You just have to get out of your own way and stop acting like a needy asshole.

On the flip side, I’m Facebook friends with my old mortgage guy still. When he saw my post, the dude texted me, emailed and DM’ed me, multiple times. Now I know what chicks go through dating.

Just another couple notes from my buying experience:

  • My new mortgage guy never pressured me into making a decision. He was an older, more seasoned sales guy, but his attitude was he could take my business or leave it
  • The guy was genuinely funny. At one point, he told me he was married 30 years… best 12 years of his life
  • He didn’t make me meet in-person. Every meeting was done over the phone
  • He would text me when rates were good, and asked me if I was ready to lock-in. He only sent one text too. If I never texted back, he couldn’t have cared less. Totally chill
  • He made my life easy as possible. We scheduled an appraisal, but the underwriter ended up submitting a value and it got accepted anyways

At the end, I ended up writing a 5-star review for the guy.

And I never met the guy in-person once. He wasn’t even at the closing.

The biggest trait I thought was the most beneficial was it pays to just be more relaxed. Much like golf, the more relaxed you are, the better you will do.

Even if you desperately need a deal, you have to get to a spot mentally where you don’t need it. If you need it, people will sense that and get turned off.

If you don’t need a deal, buyers will pick up on that to, mostly because everyone they talk to acts like they really need their deal.

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Why it’s good to stay in your own lane

I just got back from mowing the lawn like I do every Saturday, actively trying to look better than my neighbor’s house (Why else do you mow your lawn?) and I was listening to a recent podcast episode with Bill Burr and Bert Kreischer.

And they talked about how important it is not to reach out to every show out there because not every audience is going to be into them.

At one point Bill Burr talked about how he was trying to get on an all-female show to promote his stand-up special but it was just awkward as hell…

I tried to get on one of those all-women talk shows to promote my special, and one of the chicks just weirded us out.

It was like somebody called up and we asked, “Hey did you watch his special?” and the main person said, “I saw it…” and that was it! Didn’t say if it was good or bad.

I ended up saying, “You know, things are going real good for me…” It could’ve been great, it could’ve been bad. I don’t know. But I think I ended up avoiding stepping in some major crap.

Bert also added, as much as you want a larger diverse crowd, sometimes that crowd hates you.

Bill also said that there’s a balancing act between staying in your lane and consistently evolving.

I’ve seen some people where they put out work like, this is what I do, people know that I do this, and I’m just gonna keep on doing this. I don’t give a crap if the critics keep saying I’m doing the same thing. This is what the people want.

Like AC/DC, my favorite band ever. For 40 years, they wrote songs about women, the devil, their balls and 3 chords and Malcom had a way of always coming up with a new rift that I enjoyed.

Anyways, it’s a good episode. Plus, it’s got Dave Portnoy from Barstool, and he talks about how he started his business.

Enjoy it.

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The super duper, ultimate don’t panic, we’re here for you during covid-19 email

My investment guy called me up back in April, which was shocking because he’s never called me.

But unless you were living in a cave and you only invest in pieces of silver and ammo, everyone’s investments took a major hit this year.

My account has taken a bunch of hits in the past, but I was surprised when my investment guy actually called. I didn’t know if he was desperate, afraid or both.

But when I called him back, he told me exactly what I expected…

He told me not to panic about the market, and that he was working to find opportunities to invest in. He sounded a little rattled and probably rightfully so because he told me 2 of his clients completely backed out and pulled out all of their money. He told me they actually did lose money, but in my opinion they should’ve stayed in.

My investment guy also briefly mentioned that his firm was doing new email marketing, which I did notice and to be nice, their email marketing kinda needs work.

I’m not going to even paraphrase their email but it was paragraphs long. The main point of the email was even though the markets have been volitile lately, you shouldn’t be afraid. It raises several points:

  • It explains how bear markets have worked since WWII
  • The email references Warren Buffet, because why not?
  • It tries to explain the psychology of panic, even from the days of our ancestors
  • It references a psychology study from 70’s regarding confirmation bias
  • It references all the other recessions in the 20th century including the Great Depression
  • It talks about leveraging other assets like real estate, commodities, collectibles, etc.

This email tries to accomplish a lot, but it doesn’t do anything. It pretty much did two things wrong.

It gave way too much information all at one time. There was no human-interest, and no use of emotion. It was just a bunch of hard facts about history, psychology and finance all rolled into one email. I felt like I was reading a college paper. And although facts are great and all, people make emotional decisions, and that includes decisions about their money.

The other thing this email did wrong was this email could’ve been split up into several interesting emails with different stories and lessons from history. But instead they just crammed a bunch of bullet points all over the place and pressed send.

I will give the marketer a break. They wrote one of those “letters from the CEO” emails and having written those articles before myself, they tend to be all over the place and full of fluff. So I genuinely feel bad for their marketing manager.

Aside from the email, I did watch an interesting Warren Buffet video from one of his Berkshire Hathaway meetings. In the meeting, he talked about how his dad not only lost his job at the bank he worked at during the Great Depression, he lost all the money in the bank because none of that money was insured.

And he basically said, times were extremely tough back then but they endured and there were better times in the years that followed.

Now you just think about that. Can you imagine today if people went to their banks and their money wasn’t there?

Anyways, I think that’s a better story my investment firm could’ve shared in their emails.

Anyways, the big takeaway is stay focused on telling just one story at a time.

Like Steve Martin said in Planes, Trains and Automobiles, “The next time you tell a story… Have a point!”

Also fun fact: I’ve seen Warren Buffett’s house in Omaha, because I have family that live there. It’s a nice big $600K house, but it’s not as big as Lebron’s mansion. You definitely wouldn’t think one of the richest men in the US lives there.

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