True story:
I once talked with a guy with prostate cancer. When looking at his options, he went to several different specialists — each of who told him “their” way was the best and only way worth doing.
Example:
The surgeon said the ONLY solution was removing his prostate.
Another doctor said various drugs would be best.
And the naturopath said he should use only natural approaches, and so on, and so forth.
(Ultimately, he took a 4th option, different topic for a different list…)
Well, guess what?
This happens in the ye olde marketing world, too.
A real life example:
If you were to read all my material you would see I’m going to advocate using email as your main way of selling on the front end. But, if you read my friend Doberman Dan, he makes a helluva good case *against* email and *for* direct mail.
Which of us is right?
Both and neither.
I actually agree with him direct mail is incredibly powerful.
And, in many ways far more profitable than email ever will be.
But, it doesn’t work for what I’m doing for lead generation very well.
(I’ve talked to two of the top direct mail specialists on the planet about using direct mail to get opt ins — one of which is Dan, ironically — and both concluded that, for my goals and the part of the market I want on my list and as customers, there are no lists you can rent via SRDS, etc that are worth it, although I’m still searching…)
Another example:
I know one dude who does incredible video marketing.
But, his emails suck out loud.
So, in his case, I have told him to NOT to do email (other than to tell his list he’s put a new video up each day) and focus on pumping out daily videos, instead.
Moral of the story:
Ain’t no one-size-fits-all.
And also, it all reminds me of this quote:
“Hunt what you know how to catch”
Okay, on to bid’niz:
To learn the not-ancient-at-all mysteries of the way I do email, copywriting, selling, and persuasion, check out my “Email Players” newsletter.
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It won’t make you rich by next Tuesday.
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Ben Settle
