How a Persian “flying carpet” salesman can help make you less discount-dependent…

“Why does my steak taste… bland?” 

“Ask the stewardess for some salt”, replied the co-pilot.

“I did – it’s already salted, yet it still tastes odd. I had a steak last night, and let me tell you…” paused the pilot. “It was a night and day difference. But I guess this will do.”

I wager a conversation between two commercial airplane pilots played out like this somehow, someway, at one point in time, at least once.

Or, well…

At least before science found out that our taste buds are 25% less effective at an airplane’s cruising altitude.

i.e. some of your taste buds simply go numb – and things that taste great on the ground now taste bland & boring.

(Un)luckily…

This doesn’t apply to marketing emails.

Because whether you’re 30,000 feet in the air or with both your feet down to earth…

Marketing emails – the supplement industry has to offer – are bland and boring whichever way you spin it.

(And the introduction of SammyGPT has only gone and exacerbated that fact to the power of 3.)

Because which average gym-goer truly gets excited when he sees an email – with a subject line like this – pop into his inbox:

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EXTRA 20% OFF & declining⏳

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💥 20% Off ProSupps––No Off Days 💥

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31% off all products, all weekend 🤝Catch it while you can 🏃

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(All are real emails sitting in my inbox mind you.)

“Of course, they get excited – they can get stuff at a discount for less money!”

That’s cool.

The only problem is that NOT everyone buys purely on price.

Yes, it’s a factor – but people also buy because of:

• • Comfort
  • Quality
  • Convenience
  • And Status.

There’s this Persian rug-maker who sells flying carpets.

(No I’m not taking the mickey – he actually sells flying carpets.)

He and his family have been doing it for GENERATIONS…

He claims their flying carpets can climb to an altitude of 120 feet… and streak through the sky at 65 mph. Each carpet is carefully handwoven, and he doesn’t make more than 400 of them/year.

The price?

A mere 50.000 USD.

So if the “people just buy on price” claim is true…

He – and his family – would’ve been out of business long ago.

Anyway…

This is just my very long-winded way of saying:

No.

Just because your customers can buy that protein for less money until Thursday…

Doesn’t mean it will excite them.

(And if your marketing is not exciting it’s boring – i.e. the worst of all marketing sins.)

Hence why I make my emails so radically different – I try (although I may not always succeed) to make each email so relevant, interesting and entertaining to the customer…

…that they don’t even think of it as a transaction or as marketing…

But rather a pleasant & interesting EXPERIENCE!

I even say that straight on my home page:

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I send an email every day on just some of the strategies & systems needed to give your current & potential customers – on your email newsletter – an experience SO GOOD… that they’ll simply refuse to buy supplements from anyone else afterwards. That’s the Intended Goal Behind „Email Storyselling“. To make the customer relationship so personal, so emotionally satisfying…that the mere thought of going elsewhere triggers guilt.

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You have 11 examples of those kinds of emails in the Appendix of my book.

(With a paragraph-by-paragraph, sentence-by-sentence, word-by-word video recorded breakdown on Loom for EACH one.)

So what happens when you send those kinds of (i.e. Email Storyselling) marketing emails?

It makes you less price/discount-dependent.

Because you’re providing people another reason to buy from you…

…BESIDES just the price:

• You’re providing Quality – because they don’t get exciting, interesting and entertaining emails like that from other supplement brands out there…
• You provide them with Comfort – because you’re not being a thirsty salesman just gunning for their wallet…
• And with the way Email Storyselling emails are formatted/designed (i.e. all plain-text with minimal links)? You’re even providing them with Convenience – since it’s less overwhelming to buy.

All this works towards getting you outside that Commoditization Zone…

And putting you inside that Category of One.

i.e. you’re no longer an apple being compared to other apples – which can compete merely on price…

You’re now an orange compared to other apples.