She's leaving me.
And I can't believe it's happening.
My younger daughter finished her last day of high school. In two months she goes off to college.
Are you kidding me?!
I remember changing her diapers... feeding her... taking her to Chuck E. Cheese, for crying out loud.
Now's she leaving. Sheesh.
I know it's common. The whole growing up, cycle of life thing.
Still, I'm shocked at how fast the time has gone.
Every day, time keeps on tickin'.
Tick, tick, tick. No mater what we do, say, experience, time goes on.
And, of course, we can't get it back.
That's why time truly is our most precious asset.
Not money. Not homes. Not cars. Not jewelry. Not our investment portfolio.
No. Time... is our most precious asset.
Every day we get the choice of how we're going to use it. Whether we're going to squander it or invest it. Whether we're going to waste it or make the most of it.
Every day. Your most precious asset.
I think about this often. Almost daily.
I encourage you to do the same.
With that, let's get to this week's goodies...
😍 Enjoy the Memo? Share it with your friends, fans, or followers...
MY FAVS THIS WEEK
- AUDIO: Show, Don’t Tell
I heard this episode on SiriusXM. It's fantastic.
It details how a young, talented journalist engineers captivating audio-only stories. What details he shares... audio clips he gets... interviews he does... all to capture and create an interesting, interactive story for listeners.
The examples given, and the explanations shared about them, are my favorite part.
- Warren Buffett Says 3 Decisions in Life Separate High Achievers From Mere Dreamers
I love tapping into the wisdom of older individuals. Especially ultra-successful folks.
Here, Buffet shares three practical and simple tips we wouldn't ordinarily associate with becoming a high achiever.
- How this 32-year-old high school dropout built a business that sold to Target for $550 million
I'm a sucker for a good zero-to-hero story.
This dude's journey from high-school drop-out to serial entrepreneur to Founder of a multi-billion-dollar company... is the perfect illustration of why your past doesn't dictate your future.
🚨SWIPE OF THE WEEK
This week's swipe is an old-school direct mail package.
It's a fantastic free sample offer for a combat and survival book.
And you'll see everything from the envelope to the inserts.
As you read through this pay close attention to how hard they're working to build intrigue and excitement and value for the offer, even though it's a free sample.
It should be a strong reminder for you -- even when you're offering something free you still need to market and "sell" it just as hard as if you were charging for it.
Don't ever underestimate the task at hand when it comes to getting someone to respond to any offer, free or not.
WHAT I'M TELLIN' MY TEAM
This week on our internal Team Marketing Training...
I walked my team through the Lead of the latest video sales letter script I wrote.
The role of the Lead -- the first 350-500 words or so of a marketing message -- is to set the emotional hook.
In other words, the Lead is there to get the prospect emotionally excited about the solution being presented and what it can do for them.
Moving people to act starts by, first, captivating their heart. Then, captivating their mind.
Intellect follows emotions; the head follows the heart.
The head... the mind... the logical part of our brain looks for ways to justify and rationalize what the heart wants.
So every marketing campaign begins by speaking to the heart, the emotions. Then, moves on to speaking to the mind, the intellect.
By the end of the Lead, our aim is to have the prospect say to themselves 'This sounds amazing. Now prove to me it works, and prove to me it will work for me.'
Then, we move on to body, the bulk of our marketing message where we do just that, we prove why our solution is superior to all the others at giving the prospect the result or transformation they want.
TEAM TAKEAWAYS IN THREE BULLETS:
- We need to bring the most tantalizing benefits of our solution up front in every marketing message. We don't want to save them or bury them in the campaign. We want to Lead with them.
- We must lead the prospect to want our Unique Mechanism before we start educating them about how it works. They only care how it works if they're excited by what it will do for them.
- A steep bounce rate on a video sales letter almost always comes from either incongruent information in the opening... or... most common, a weak Lead which doesn't stir the prospect emotionally.
A question posted inside the E5 Nation Facebook Group...
Below is my response:
Your track record is not a mechanism.
Your experience is not a mechanism.
While those lend proof and credibility, neither gives insight into what makes your method or system or framework different in how it produces superior results compared to everything else out there.
Yes, you are different from every other consultant. But, the same could be said by each and every one of your competitors. They too are different from everyone else. So that point of difference is not enough.
As well, saying "I'm better than the others" is also not enough. Because, of course, prospects expect you to say that. It's likely what every consultant you compete with would say.
Not too mention, it's baseless. It's just a claim. There's no reason given for why you're "better than the others".
This is where a properly engineered Unique Mechanism comes in. And why it shines.
Your Unique Mechanism is your method, process, framework, system, etc. It explains HOW and WHY you're able to produce better results than your competitors.
In other words, your Unique Mechanism is the reason why you have the track record you do. And it's through your extensive experience that you've been able to develop such a superior Unique Mechanism.
NOTE: If you're not in the E5 Nation Facebook Group with us yet, you're missing out on the opportunity to have me answer your questions. Not too mention, some killer content and live streams only shared inside the Group.
There's easily a dozen marketing pearls shared throughout this 48-minute discussion...
Brian Cassingena, host of the Geniuses Of Copywriting show, pushed me to give a fast-paced overview of the 5-step approach I use to research, design, roll-out, and scale new customer-generating marketing campaigns.
We also covered some juicy in-the-weeds topics, like: how to avoid having your marketing copy sound like hype... how to identify the right amount of money to invest in paid traffic... and what needs to be done to a marketing campaign to get it ready to scale.
This will give you lots to think about and lots to act on so your marketing is more effective at bringing in sales.
PIC OF THE WEEK
Last week we shot some footage for a new documentary-style video.
Josh, our Creative Director, snapped this photo while in the studio in-between video segments. (We're already repurposing it in the banner above.)
If all goes according to plan, the documentary video will be released in late June.
And it's very different than anything we've done before. I'd probably say it's the most intimate peek into my personal life I've ever shared on camera.
Have no idea how it will be received.
Regardless, I had a lot of fun doing it.
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