Someone mentioned this in here the other day, and weirdly enough, it came up as an objection on a sales call I had last week. (Which actually led to a pretty big upsell.) See, this is a common problem for anyone selling INFO, coaching, courses or consulting. I call it the 3 levels of trust. 1. They trust YOU. 2. They trust your PROCESS. 3. They trust THEMSELVES to actually do the work and get the result. And here's the problem... Most experts have levels 1 and 2 in spades. You've got testimonials, case studies up the wazoo and a well documented process. But level 3? That's where a lot of sales fall apart. People don't trust themselves to implement what you're selling. And they're probably right to be concerned. Maybe they're already running a busy business, looking after the kids, and finding even 30 minutes a day is a PITA. Maybe there's one part of your process that creates a load of friction. Maybe they've bought 6 courses before and never finished any of them. Or maybe they're scared. Let's be honest, doing something new is uncomfortable. You have to go through that awkward stage where you're rubbish at something before you get any good at it (thanks dunning Kruger) And if your process involves putting yourself out there, talking to strangers or risking rejection? Good luck 😂 So what's a lowly INFO seller to do? Well, instead of trying to convince people they'll be able to implement... Why not make it ridiculously easy for them to actually do it? Here's a real example from one of my offers. I help people sell more stuff through conversations. Now, you'd think the hardest part would be knowing what to say to close a sale. Nope. For most people, it's sending that FIRST message. They're terrified of what people might say back and whether they'll know how to respond. I could give them a script, a few templates and tell them to get cracking. But I know what would happen. Some would do it. Most would procrastinate, overthink every word and eventually do nothing.

I'm curious what comes to mind for you when I say "most overused marketing case study of all time"? Have you heard some instructive story about a business or a brand a million times from a million different people? If so, what is it? I'm fishing for an answer here. Let me know what yours is, and I will tell you what mine is.

Yesterday I sent out an email to my list, asking folks if they've tried getting clients via cold outreach. I got two classes of responses. Class 1: 1A. "Yes, I hate it. I hired an agency multiple times and every time I hated it." 1B. "So far, 17 days in, 70 prospects approached, 0 clients, countless menty b’s." 1C. "No, and wouldn’t ;)" Then there's class 2: 2A. "That is my primary method for getting clients." 2B. "Yes, John. Works very well for me. No fancy cold email stack. Just a 3-liner email with a very relevant problem that they'd wanna get rid of. Brings me every month $12K to $18K!" 2C. "I'm using cold outreach to get clients, and I'm doing very well with it. Personally, one of the best methods, especially if we are talking about cold email outreach." Quite the difference between Class 1 and Class 2. I'm curious, what has your experience with cold outreach been? Comment below. If we get enough comments, I'll share what my experiences with cold outreach have been. I'll tell you now, I've been in both classes above. If there's enough interest, I'll share what I think makes the difference. If there's not enough interest, as manifested by only a few people who reply to this, I'll just stuff this whole discussion back in the sock drawer.

Please see the attached cartoon. Thoughts about how this applies to email marketing?

I'm curious, what's your status as of today?