I was wrong

As you probably know by now, I’m really big on one thing: Results. And ideally in the most direct, straightforward way possible. That’s why in my first few years building this business, I spent so much time studying direct marketing, copywriting, and sales. But then, I started to notice something disturbing. As more small, personal businesses popped up, I started seeing some people standing out and making a LOT more sales than others. Without doing the things I had thought were “key” to making those sales. Like not using sales pages, not following traditional direct marketing “best practices,” and definitely not having painstakingly studied and practiced their copywriting the way I had. It actually made me think of my first year or two online — back when I didn’t have strong skills in any of those areas either. Yet I’d still somehow been able to make plenty of sales before I started systematizing and automating as much as I could. So as you know I like to do, I started digging. I pulled out some of my old social media posts and emails. And even watched some of my old livestreams. 😬 And eventually, I figured out the first piece: Back when I was less skilled at marketing and sales, there were actually quite a few things I did — without even realizing it — that helped me automatically stand out and connect with my ideal clients. These were the same things a lot of those entrepreneurs — who were crushing it without traditional direct marketing and sales — were doing too. Often without realizing it themselves! (You know how when something comes naturally to you, you don’t have to really learn it or figure out how or why it works? That’s what was going on.) But I wanted to figure out a way to systematize it into my business. And as it usually goes, I soon got the opportunity to do just that. (Although it definitely didn’t feel like a “good thing” at the time.) Because in 2021, I had to face an ego-bruising truth: What I was doing at the time on Youtube (which I had set my eyes on as the next growth driver for LZ Land) wasn’t working. Growth — which hadn’t been amazing in the first place — had completely stalled. So I started down a rabbit hole of hiring the best Youtube consultants in the world, studying the platform, and understanding how you build a presence and community outside of just traditional copywriting and direct marketing. Fortunately for me, although I didn’t realize it at the time, Youtube was the perfect place to learn that. Because it’s literally built to reward creators who are able to build a strong, Unforgettable presence! Plus, because I was new on Youtube, I had to start from scratch. Because my existing audience and most of the advantages that usually come with being a bit more established? Didn’t matter to Youtube. So I really got my opportunity to figure things out. Through 2021 and 2022, and even up through the first half of 2023, I took what I had figured out accidentally from my earlier years online, added my now fairly extensive direct marketing and sales experience, and combined it with a ton of research and trial and error. Along the way, I incorporated what I figured out into ALL my marketing and sales processes. The result? A system for building an Unforgettable online presence. That has you standing out head and shoulders above your competitors. And here’s what that system has done for LZ Land: 2021, 2022, and 2023 (yes, even though this year isn’t even over yet) have all been record-breaking years of growth, far outpacing our growth before we started focusing on Unforgettableness. So consider me a convert. Because the theory (à la copywriting legend Eugene Schwartz’s concept of market sophistication), and the results, are undeniable: These days, to stand out in a crowded marketplace — and make the impact and sales you want? It takes something a little extra. You can’t just be good. You’ve got to be Unforgettable. The good news is, there’s a “formula” for bringing out your Unforgettableness. (And it works even if you don’t think you’re Unforgettable or have any Unforgettable characteristics.) Tomorrow, I’ll be breaking that “formula” down. I’ll also be opening my brand new course, Unforgettable (good name, huh? 😂), that teaches you how to build your own Unforgettable — including unforgettably profitable — online presence. So if you’re excited for either, look out for tomorrow’s email! 
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