A shrewd time zone trick to soar your email conversions up to 33%! 

If you’ve been reading my emails for some time now, you’ll have noticed that I always send them out at 8 PM CET on the dot – like clockwork.

Well the reason behind it is…

It’s a highly scientific calculation of celestial alignment.

If you send your email at the exact right second – where the stars, moon and planets are aligned – your words magically become 33.46% more persuasive.

I’m obviously taking the piss here. 

I send it at 8 PM CET because I simply like it that way:

A) It gives me ample time in the day to write the email, and B) Most of you – unless you’re really pushing the envelope – don’t work past 8 PM and can actually read my email.

Well yesterday… for the first time EVER…

I sent my usual email at 8.30 PM!

Immediately, I got a very curt reply from one of you:

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8.30??

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So what happened?

Is THIS now a highly scientific calculation of celestial alignment where if you send your email at the exact right second – where the stars, moon and planets are aligned – your words magically become 33.46% more persuasive?

Still no.

The real answer is that I was just extra busy yesterday – I couldn’t get the email out before 8 PM.

Quite anticlimactic, I know.

I still found it instructive though:

I was reminded of a thing the late great “Mad Men” era advertising man – Leo Burnett, called:

“Friendly familiarity”.

(You can read about a “conversation” I had with Leo here.)

When you pass by the same man, on the same street corner, every morning, on your way to work…

Something subtle will begin to happen – you’ll start picking up small details about him:

• The way he smiles at people passing by…
• The way he carries himself…
• How neat his coat is…
• How smooth his talk on the phone is…

But none of those impressions arrive all at once.

They lie on top of each other – they form a picture that feels more and more familiar with every encounter…

So after weeks of this?

You will find that you’ve grown to know him, trust him and perhaps even like him somewhat.

And so if one day, he just so happens to offer you a car, an insurance policy, or anything else to buy…

You will be FAR MORE likely to hear him out, to trust his words, and to consider what he has to say…

…then you would’ve been if he were a complete stranger on the street.

Why is this?

Because of one universal truth about life – about human relationships:

Which is that attitudes 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.

In other words:

They don’t leap into existence…

They Grow.

(It’s why we say “it grew on me” not “it sprang on me”.)

That’s what Friendly Familiarity is.

And the reader who replied with “8.30??” questioning how/why my email arrived later than usual?

That’s Friendly Familiarity at work – I grew on him 😎

Now the problem with Friendly Familiarity is…

You need repeated exposure.

That’s not a problem for me – I can email daily no problem…

Most supplement brands “can’t” though – which is why nearly everyone emails only a few times per month…

However…

That can’t is in quotations because it’s not really a question of whether you can/can’t…

It’s a question of will.

The most common objection – BY FAR – that I get whenever I advocate for emailing daily is the:

“That’s too much, it’s too spammy, it will just piss our customers off.”

Let me pose a question:

Let’s say you’re a Twitter user, for instance:

(I won’t call it X – not now, not ever btw.)

Say you spent a good 52 minutes on Twitter today – It’s getting late, you decide to close it and call it a day.

When you wake up the next day, have you ever told yourself:

“Man, I used too much Twitter yesterday – I won’t use any today, it will be too much and spammy.”

Yes,

I’m being a pretentious and obnoxious smartass about this – but for good reason…

Because people don’t think like this.

Even people who have an unhealthy social media usage DON’T ever think like this – they’ll doomscroll on Facebook just as much as they did the day prior.

And they do it because they find it interesting and/or entertaining.

Email is no different.

Yes, people may find daily emails “too much” and “spammy” and they will “piss them off”…

…*IF* you’re pestering them with nothing but blatant sales pitches of emails.

(Examples of what those kinds of emails are can be found in Blind Spots #3 and #4 inside my book.)

However…

If you make your emails relevant, interesting, entertaining – i.e. if you send them emails they would actually ENJOY reading…

(And you can find examples of that too in my Book – inside the Appendix specifically…)

Then they’ll actually get pissed off you don’t send MORE!

YOUR emails become their Facebook/Twitter/Instagram…

Do you think that can somehow earn you less money? Have you seen how valuable the entertainment industry is?