Selling supplements in a vacuum…

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Your Entire Stack = 20% off ⚡⚡

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🚨FLASH SALE🚨 15% off until tomorrow!

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HUGE Protein Sale 💰

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Spend $75 and get FREE Creatine 🚀

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The Subject Line of each of these emails above, in a vacuum…

Probably scores a 5/10 on the quality scale.

Their hooks are one-dimensional (“buy now because I’m cheaper!”), there’s no specific benefit, no unexpected angle or emotional reason to open the email.

It frankly doesn’t even need a real marketer to come up with it – it’s something ChatGipity can easily spit out in 12 seconds…

(And it probably did…)

But nevertheless:

In a vacuum – WITHOUT any competition existing – it’s probably just an average 5/10 marketing email.

But we don’t operate in a vacuum.

Competition exists.

(3000–5000 in the sports nutrition industry specifically – at least according to my calculations.)

Your potential customer is on their newsletters too – he receives their emails…

…just as they do yours.

So the rating drops from a 5/10 to a 2/10 immediately.

Suddenly?

You’re just like the rest:

• You’re another white Tesla in a parking lot full of white Teslas…
• You’re just another green apple in a crate of green apples…
• You’re just another Buzz Lightyear on a shelf full of Buzz Lightyears…

You have a really good side-by-side comparison of this inside my book in Blind Spots #3 and #4 – it really puts into perspective how little the average email in this industry stands out

And I’m always torn over whether I should even write about this so openly.

After all…

It’s making my job easier.

By just doing the opposite (see my Email Storyselling method), my emails stand out like a nun in a brothel.

They now become that brown & dirty Volvo in a parking lot full of white Teslas.

They have now become that red apple in a crate of green apples.

Never interrupt your enemy while he’s making a mistake.

So why do I write so openly about this often?

(Heck, why did I even write about this extensively inside my book!)

For the same reason Warren Buffett is not concerned about every other investor copying his investment philosophy:

(Which is, if you’re unfamiliar, the most successful one in history.)

Because most won’t – even if you put it on a plate for them.

Buffett was asked, in an old interview, how come others don’t copy his investment philosophy – which he was always very open about – if it was so successful…

His answer?

Because it’s too simple.

And there’s this perverse human characteristic, in most of us, to be attracted to the complex & “sophisticated” sounding…

…and to take the simple things for granted.

(Or dismiss them altogether.)

My Email Storyselling method for email marketing in the sport supplement industry is extremely simple:

Just do the opposite of what everyone else is doing.

• The average email in this space has a salesy promotional subject line?
  • I make these tabloid-esque headlines that ignite your curiosity.

• The average email in this space is full of those pretty-poster HTML graphics inside the email?
  • I use no graphics and send out plain-text emails.

• The average email in this space offers you 13 different supplements inside the email?
  • I have a CTA for just one supplement in every email.

(If you want the nitty-gritty behind all those decisions, then read my book – there is logic to them, it’s not just doing the opposite… to do opposite.)

See how straightforward that is?

It’s precisely why I’m not concerned, in the slightest, that my Email Storyselling method will ever become mainstream in this industry.

The majority of people calling themselves marketers are too addicted to viral LinkedIn “tricks” and AI hacks…

They’ve got a terminal case of BSOS 😓

(i.e. bright shiny object syndrome.)

They’d rather screw around with templates, colour palettes, buttons, banners, and mobile formatting to send out a generic visually inundating HTML email…

…than just send out a simple & refreshing plain-text email.

When I got into marketing?

I always thought its main purpose was to help you STAND OUT in a saturated, crowded, cutthroat marketplace…

Yet 99% of emails I’ve seen, in the nearly 10 years I’ve been in this space, do the complete opposite:

They blend in like background noise.

(It’s like that Homer Simpson meme where he slowly blends into the bushes.)

Odd blokes.

So if you’re the kind of person who understands real success comes from “boring” and almost mundane systems, methods & ideas…

…and are okay with not being coddled or lied to about it?

(Although, the fact that you’re on this newsletter probably already qualifies you for this…)

Then my warm suggestion is you inject some Email Storyselling into your own marketing emails.