Bulldozer marketing.

Right now people are tired, worn out, lost, skeptical and cynical – most still haven’t recovered from the pandemic…

…let alone from new warfare arising every 18-24 months; the worst inflationary squeeze since the 80s; and more recently the incessant AI doompiling.

This is the environment you’re selling into.

i.e. You’re selling into a WALL OF APATHY.

Still:

There are holes in this wall, there are places you can get through…

But not with a bulldozer.

(Most people will just run away or simply not care.)

I want to show you an email from a fairly decent-sized supplement brand I got some 40 minutes ago:

===

*Subject Line*

Whey 2lb $15.95 • Muscle Milk 3.8lb $33.99 • Creatine 300g $9.99

*Email body*

• 100+ New Products
• 500+ items 25-35% OFF
• 80+ Protein Specials!!
• Buy Again Feature:

200+ Blowouts

Blowout Specials Page

FREE Ship Items

Brand & Products with Free Shipping

===

That’s about 10% of the overall email – and I don’t want to show you more because the already obnoxious and nauseating sales pitch only gets worse.

Point:

This is what bringing a bulldozer is like.

Sure, it might get through somewhat to some people…

But brute force has its limits – it’s hardly the most optimal & effective way to go about it.

(A dull axe requires many blows.)

The bulldozer approach to marketing will only work on the „Hyper-buyers“ – a small portion of the market that has such a strong, fervent demand/want for supplements…

…that you need only put an offer in front of them to buy.

They’re terrific people.

It’s like having fish that are so hungry they’ll bite even if the hook is empty. You can even build a thriving, and profitable business serving JUST the Hyper-buyers…

(And many have – both in this and other industries.)

However…

You’re leaving so much money on the table – ignoring the rest of the market (i.e. non-Hyper Buyers) – that you could probably fill up the Camp Nou with it.

Specifically:

You’re ignoring ~95% of the overall market for supplements.

So how do you start monetizing them?

Well that’s too much to cover in a simple email like this – that’s why I wrote my Book:

Even though I cover (non)Hyper-Buyers in Blind Spot #3 specifically…

…ALL Blind Spots in my Book – i.e. addressing all of them – position you in a way where you’re finally attractive to the non-Hyper-Buyers as well.

That’s what I built into my Email Storyselling methodology from the get-go.

And it’s why my last client saw an uptick in email sales fairly quickly once we kicked off – he just started winning wallets from the apathetic, cynical and skeptic people.

(i.e. the non-Hyper-Buyers.)

They were always there, they were just inert and disinterested – I merely helped activate them.