Something I’ve regularly read over the years is Gary Halbert’s bit on:<\/p>\n
\u201cThe Halbert Index\u201d<\/strong><\/p>\n That one newsletter has guided my business for quite a long time.<\/p>\n And has been a \u201ctemplate\u201d for many things I do.<\/p>\n This is especially true when it comes to how I grow my business, how I curate my lists, how I approach learning new skills, how I go about approaching being both an educator of what I teach as well as a student of what I learn, and most important of all\u2026 who I sell to, as well as who I actively do NOT sell to \u2014 yes, even if it costs me short term product sales, new subscriptions, opt-ins, and so on.<\/p>\n That last part has by far been the most valuable.<\/p>\n In fact, a big chunk of the issue is about who the best kind of customer is.<\/p>\n He called \u2018em:<\/p>\n \u201cPlayers with money\u201d<\/strong><\/p>\n And he enumerates many of their traits.<\/p>\n I highly suggest reading it.<\/p>\n And then re-reading it.<\/p>\n And this is especially true if you find you lack many PWM traits.<\/p>\n One of those traits being they:<\/p>\n \u201c…read biographies of successful men and women who have gamely overcome obstacles to succeed big in their chosen occupations.\u201d<\/strong><\/p><\/blockquote>\n This one sentence had a profound impact on my business at the time.<\/p>\n And it\u2019s had probably (no exaggeration) 100xs more impact over the years as I followed it.<\/p>\n For example:<\/p>\n While most marketers are running around primarily studying & yapping only about marketing and copywriting and other marketers and copywriters\u2026 I have found biographies and looking at what people (business or otherwise) outside my niche \u2014 from great industry giants like Steve Jobs, William Randolph Hearst, & Walt Disney\u2026 to popular auteurs like Frank Capra, Alfred Hitchcock, & Ray Harryhausen\u2026 to respected military & political leaders like George Washington, Andrew Jackson, & Douglas MacArthur\u2026 to insanely successful salesmen like Joe Girard, Ron Ron Popeil, & Dan Kennedy\u2026 as well as many of the great master strategists of all walks of life who one can easily read about \u2014 are far more profitable and insightful.<\/p>\n Yes, it\u2019s good to know the principles & fundamentals of what you do.<\/p>\n But after that it’s time to go outside your industry & apply what you learn to your industry.<\/p>\n And so it is.<\/p>\n If you want the principles & fundamentals of email then you can read more about Email Players here:<\/p>\n