Dear Chase,
I have a story for you.
Back in the day, I used to have this agency.
We were an email agency that took on basically any client, no matter what they did.
We didn't have a niche, we didn't have a type. If you had money, you could be a client.
I hopped on a call with this guy, Michael, who had this business that would help people get out of back taxes.
He was not a good fit for our agency, because he wanted cold email instead of what we were normally used to, but I still wanted to hear more about his product.
He had a list of everyone in America who owed back taxes, and his strategy was to refer them to this massive arm of specialist accountants who could basically negotiate with the IRS (?) to get their back taxes down to basically nothing.
I don't know how, but it was magic. And he was going to make millions of dollars with it.
The way he explained it, he was doing a MASSIVE favor for these people who owed back taxes.
Even if it was gonna cost them thousands of dollars, this is a service that these people probably didn't know existed, and it was going to save their lives.
Owing back taxes is scary as hell.
You do not wanna go to war with the IRS. You need to pay those guys, lol.
I never took on the client, but this call always stuck with me.
This guy was about to send MILLIONS of cold emails to people to get them out of a sticky situation.
He had zero shame in doing outreach and selling aggressively.
He was going to follow up with people until they literally died.
He KNEW that his product was good, and he was determined to get these people the result that he knew they needed, and he'd get paid well in the meantime.
Here's the lesson:
When you have a product that is THAT important, you sell differently.
You are marketing your ass off.
You are doing everything you can to be seen by these people.
It's more for them than it is for you.
You are doing them a FAVOR by giving them this product.
That's how you have to think about what YOU'RE selling.
If you're a copywriter, how certain are you that you can make your prospects more money, or provide them some sort of value by working with them?
20%? 50%?
For you to be able to land clients effortlessly, it needs to be 200%.
You need to KNOW that you will make their lives better in some way, or else none of your marketing is gonna work.
You need to have conviction that you are actually helping them.
And if you don't feel that way, your prospects can smell it through the screen.
You need to believe in your product. And if you don't, you need to change it until it's a product you're proud of.
It's the only way to make any money in an industry this competitive.
Understand?
Yours truly,
Alex.
Sent from my burner phone (the IRS are after me) | 
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