One of the more interesting lessons I learned once while being taught knowledge by Joe — one of the top firearm instructors on the planet is:
“Small guns get carried”
Here’s what he meant:
Some people have bigger caliber hand guns and some people have small caliber hand guns. People with the bigger caliber ones sometimes have one because of ego and that’s fine. I can tell you I have a bigger one and the chances of me carrying it, since it’s bulky and heavy, are zero to none.
Too much of a pain in the arse.
Apparently, most of the gun-toting world is the same way.
And guys like Joe — who has trained tens of thousands of people over the years — know this better than anyone. His solution? Carry a small, light gun. As he put it “small guns get carried.”
Of course, the objection is, smaller bullets don’t do much damage, etc.
Which is bull shyt.
In typical Joe style, he demonstrated (demonstration is the single most powerful way of proving a point according to the great Gary Bencivenga — and I believe him) his point via infotainment. He talked about the TV show Swamp Hunters (something like that). And explained how they killed a 800 lb alligator with a single shot from a .22 round (a small round).
And yes, my little droogie, this concept applies to your marketing, too.
Too many people are trying to conceal a hand canon in their marketing when they should be carrying a .22 or small caliber weapon in their jacket pocket.
(So to speak).
And guess what?
On page 3 of the June “Email Players” issue I show how applying this concept to your marketing will (1) make your workday far quicker (2) your work much easier (3) your marketing way more profitable — especially if you are a big funnel guy who has a 10-generation family-tree-looking funnel full of fluff and nonsense.
This baby is going to the printer soon.
Hop on board the B-train here, while there’s still time to get it:
Ben Settle
