Are You Selling The Wrong Thing?
Raise your hand if you've ever been guilty of making a list of “what's included” that looks like this:
- Modules!
- PDFs!
- Videos!
- Audios of the Videos!
- Transcripts of the Audios of the Videos!
- Commentary on the transcripts of the Audios of the Videos!
- A revolutionary new—drum roll— Facebook Group!
- AND THERE'S MORE! Buy now and you'll even get this Super Duper Industrial-Sized Egg Beater absolutely FREE!*
Reel it in, Billy Mays.
Nobody ever bought a bottle of Grey Goose because: The wheat is harvested in August, the vodka is filtered through copper, it's bottled with a cork, there's 750 ml of liquid, it's 40% alcohol by volume, at 80 proof, and you'll even get this bunch of flying fucking geese on the label. (As fantastic as that is.)
Facts & features bore people.
It's why you can't find a Grey Goose ingredients list if you tried.
But rather, you find this, or this—neither of which say a word about vodka.
And a thousand about the person who drinks it.
How can you sell your customer on himself?
*Farm fresh eggs not included.
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I give you the rest. Live experiments in remote work, publishing, and AI, from someone who’s been doing this for 17 years. (Still not a newsletter about fish.)
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I run business experiments in remote work, internet publishing, newsletter growth, and using AI to make your projects pay so well your Stripe notifications start sounding like a slot machine at a Reno bowling alley. This is not a newsletter about fish.
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From the Penguin Random House author seen in The New York Times, The New Yorker, The Guardian and The BBC