More email lessons from the movies:
Once upon a time, I wrote in an “Email Players” issue about a powerful email persuasion formula I’d been using for years, but never saw it systematized before (just did it instinctively) embedded in the movie:
“The Tao Of Steve”
It’s “B movie” quality.
And, hokey at times.
But, if you look at it through the eyes of a marketer you can pick up some huge ol’ fatty nuggets of gold from it to use in your emails, blogs, podcasts, videos, articles and any other kind of selling.
One of which is the “Steve” vs “Stu” question.
Here’s the story:
The main character Dex is a fat, underachieving slob but who is also a master at swooping hot women anyway — and he ends up explaining to his buddy Dave his philosophy on being “Steve”.
Steve is the prototypical cool American male.
Like Steve McGarrett.
Steve Austin.
Steve McQueen.
Etc, etc etc.
Yet Dave is no Steve.
He’s kind of a dope.
Repulses women.
And, thus, does not get called “Steve” when he hangs with Dex and his other friends (as they all greet each other “hey Steve” when they hang out for poker — but only greet Dave with “hey Guy.”)
So Dave asks:
“Okay, so if I’m not a Steve, then what am I?”
Dex replies:
“You… You’re… a Stu.”
Stu being the exact opposite of Steve.
And guess what?
We got the same phenomenon in the marketing world.
The Steve’s make things happen.
They attract JV’s.
They attract customers.
And, yes, they attract sales.
The Stu’s?
Not so much.
(No offense if your name is really Stu, btw — keep it in context…)
They’re constantly struggling, have no long term plan, repulse JV partners away and never stop riding the “guru carousel” — falling for every goo-roo offer, lie and BSO (bright shiny object) launched by anyone with an identifiable name.
They never bother mastering the fundamentals.
Never stop being infatuated with nonsense.
And, thus, never win the game.
Eventually everyone must ask themselves:
“Are you a Steve or… a Stu?”
Steve’s have a solid base of repeat, happy customers.
Stu’s often have a string of jaded one time buyers.
Steve’s are bold, fresh and original.
Stu’s only know how to swipe, steal and never innovate.
Steve’s mainly study their market.
Stu’s mainly study “persuasion tricks.”
Steve’s have more JV offers than they can handle.
Stu’s are ignored by possible JV partners.
Steve’s are 100% non-needy with their lists.
Stu’s are 100% super needy with their lists.
Steve’s seek out ways to invest money to grow their businesses.
Stu’s only chase free and cheap.
Steve’s are players in business.
Stu’s are merely spectators in business.
(Eating the hotdogs and buying the t-shirts, while watching, judging, imitating and sometimes even heckling the players from the safety of their nosebleed seats in the bleachers.)
Be honest with yourself.
Are you a Steve?
Or a Stu?
If you’re a Stu it’s not too late to change your wicked ways.
You can begin by treating your business as an actual business and not a get-rich-quick scheme. By looking at products that can help you grow as investments and not “costs.” And by being ruthless with the teachers you pick and products you buy — studying them over and over and over (i.e. read 10 great books 10 times, instead of 100 mediocre books 1 time).
This is the mindset I teach in the “Email Players” newsletter.
It’s wholly inadequate for the Stu’s.
It’s ONLY for the Steve’s.
Stu’s who join are quick to quit and slow to implement.
(If they implement at all.)
Steve’s RUN with the info.
Are fast to implement.
And are anxious for more the next month.
(Often nervous if it’s even a day late to their mailbox.)
If you’re a Steve and want to blast your sales to the next level, there’s still time to get in on the September issue.
But, time is short.
And you can’t put it off much longer.
(Besides, only Stu’s procrastinate.)
If you want in go here today:
Ben Settle
P.S. Speaking of “Email Players” being late to the mailbox…
Due to Labor day and the sale I just had, I am extending the deadline to get the September issue until this Thursday (when I send the list to the printer first thing in the morning). So if you want in there’s still a little time to get it.
