You’ve probably heard how a Hollywood movie has to make 2.5 – 3x its budget to be profitable nowadays…
Some of it’s due to theatre revenue splits… % of gross for the big actors… some other hidden & misc. fees…
But mostly because of marketing.
It’s very common for a studio to dump the ENTIRE production budget’s worth on marketing alone.
(e.g. if it costs 100M to produce… they often dump another 100M on marketing alone.)
Why?
The late great British advertising man – David Ogilvy – figured it out way back in the 1930s…
(Back when he was working at London’s Odeon Cinema as a wee young lad.)
He figured out that the average person needs exposure to at least 7 movie ads/trailers before he goes and says:
„Huh, I think I’ll go see this movie. It looks interesting…“
This happens because attitudes, opinions and convictions about people, products, services, and/or brands DON’T arrive into your mind fully formed!
(No matter how strong the pitch, how good the email, or how clever the advertisement is…)
They take root gradually.
They are cultivated over time through repeated exposure; through trust built in small increments; and through the natural growth of familiarity.
i.e. they don’t leap into existence…
They Grow.
(It’s why we say “it grew on me” not “it sprang on me”.)
It’s why Hollywood tries to hit you with as much exposure to a movie as possible – hardly anyone sees just one trailer and buys the tickets…
The same is true in email marketing.
Hardly anyone will buy from you if you email 1 or 2 or 3 times per MONTH…
(Which is what I usually see supplement brands do.)
Will there be some people that buy?
Of course, but they’re in the great minority – they’re the…
“Hyper-Buyers.”
They’re the 1-5% of people present in every single market/industry/niche…
They just have such a strong wanting for your supplements that you really don’t need to do much to sell them – merely put an offer in front of them…
…and they’ll be throwing their credit cards at you.
(They’re like fish who are so hungry they’ll bite even if the hook is empty.)
But as I said…
They’re in the minority.
The majority are actually the… well… NOT “Hyper-buyers”.
They’re the ones who are more skeptical, who need more convincing and they need to be sold more on you and buying from you SPECIFICALLY.
You can’t get a quick sale from them – they need to form a relationship with you before they buy…
How do you do that?
Through constant & repeated exposure.
And what better, safer, and more efficient way to do that…
…than with email?
What better way to build that “relationship-glue” the non-hyper buyers oh-so demand…
…than emailing frequently?
(Daily ideally, as I incessantly preach – and practice…)
But how sticky is that glue if they hear from you merely 2-3x month?
Heck – some newsletters I’m on don’t even email that much!
If you’ve been reading my newsletter for a while, you’re probably rolling your eyes right now thinking:
“Ohhh great… here he goes again on emailing daily…”
Yes, and I’ll never apologize for it.
If the idea of extracting a lot more money from your newsletter bores or annoys you…
Well…
You may as well unsubscribe from this newsletter altogether.
(Hint: hit that underline “unsubscribe” button in the footer of each email I send. And if you’re really bored/annoyed with me then hit it extra hard – it won’t change anything but it might help you vent that annoyance.)
NOT emailing daily is playing the email marketing game to lose – not doing it because you may think people will mind it… and then they’ll get pissy and unsubscribe and leave you a meany reply…
That’s the definition of playing the game to lose.
Playing to win is emailing daily because you have something to say… you have something that will benefit your subscribers and their lives… you’re not going to push/cram anything down their throats but you’ll use the tools of influence & persuasion to get the best possibility you can at someone who is ready to buy.
And if they don’t buy?
That’s fine – you’ll be back again with an email tomorrow, building a relationship (the “relationship-glue”) so that one day they do BECOME ready to buy.
(And you’ll be there when they are ready PRECISELY because you show up every day.)
That’s playing the email game to win.
That’s the long game.
I realize that may not appeal to everyone – that’s all right.
You can always just throw more money at Meta to bOoSt your Ad…
I prefer playing to win – that’s the approach I take with my “Email Storyselling” method at least.
[Part of this email’s content has been removed from this Email Echoes version of it.]
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