Iâm still so proud of the beautifully crafted (or so I thought) email I wrote a few years ago⦠An excerpt: --------------------------------------------------------------- To quote Game of Thrones â¦âWinter is here.â I felt it to the bone this weekend while walking around Central Park... The air so cold your face goes numb⦠Your skin so chapped it hurts to move⦠The trees turning brown and lifeless... For many of the men and women Iâve been speaking with lately, it feels like winter has been here for a long time in their businesses. --------------------------------------------------------------- But itâs an email Iâll never use again. Even though it follows one of the commandments of direct marketing 101: âPeople pay to get out of hell, not into heaven.â At least, thatâs how I learned it. In other words, marketing to the âpainâ that you can help someone solve. But as you might have noticed these days, thatâs a rule I now break basically all the time. Yes, I speak to the challenges Iâll help you overcome. But only to point out what problems weâre going to solve. Not in a way that âdigs in the knifeâ (another popular phrase I learned from my early direct marketing days) to remind you how bad the pain is. The reason is twofold: First, it never felt great to me to do that. And look, Iâm not perfect. So Iâve tried plenty of things I didnât love. But usually Iâll do it just once, and never again. Second, in this case, the results backed up my intuition. Because sure, that email worked like a charm. In fact, it drove so many sales inquiries that I was initially pleasantly surprised. But after speaking to a few of the people who responded, I realized Iâd made a big mistake: That kind of messaging mostly resonated with people who were already frustrated and desperate â the exact opposite of the mindset you need to be in when youâre trying to build your own business. Thus, one of my most valuable lessons learned to date: The messaging you use determines the type of client youâll attract. That takeaway alone makes this email one of the most valuable lessons Iâve ever shared. Personally, itâs a huge part of how Iâve shifted my marketing over the years to build what I believe is now one of the highest-quality audiences and client bases around. But if you want to go deeper, and want to know how to attract your own high-quality ideal clients who are determined, open, big-dreaming, and pragmatic⦠Well, it takes a very specific type of messaging to connect with that type of client. Focus too much on the pain, and youâve lost them. (Because theyâre not overly driven by pain. Theyâre the kind of person who solves their problems before they get that bad.) But focus too much on the dream, and youâll come off as being full of fluff and empty promises. (Because theyâre smart and need you to address certain things before theyâll trust you.) So whatâs the answer? I break it down for you, in detail, in lesson #5 of Unforgettable . Plus, I also included detailed Behind-the-Scenes examples too, like how I used the tips from that lesson to make a super simple changeâ¦that tripled the effectiveness of my home page. Done right, this âtweakâ can be one of the most profitable adjustments you make to your business. And best of all? Itâs just one of 14 equally valuable lessons inside the course. So if youâre tired of following marketing advice that doesnât feel good to you, and tired of not getting the results you want â Like standing out the way youâd like, or attracting the type of high-quality ideal clients youâd love to work with⦠And you want to know how to turn who you are into an Unforgettable online presence that naturally stands out and attracts your dream clients⦠Unforgettable might just be the thing youâve been looking for. You can get all the details right here: [luisazhou.com/unforgettable]( ⨠Luisa Zhou If you no longer wish to receive these emails, click here to
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