Poke The Pain… Paint The Dream!

Notice first how the weight loss email did two things:

1. The email solved the problem: Provide a simple way to lose weight

2. While at the same time, avoided pain: No gym, no sweating, no time commitment, no dealing with people staring at your body, no confusion

To a person on your list… that’s tremendously valuable.

I did this by using a highly effective technique that I call…

“Poke the Pain... Paint the Dream.”

It sounds a little mean, like you’re playing on their emotions, but what you’re really doing is establishing that you get what the person is going through, and understand what they’re seeking.

In the mind of the person on your list, it feels like you really do get them.

And when people on your list know you understand their pains and inner dreams (pleasures), all buying resistance goes away.

In the email, I “poked” at all the pain points the person on my list might have. The reasons they have for not wanting to work out.

● No time for the gym

● Hates to sweat

● A stinky atmosphere they don’t like

● Confused by all of the equipment

● Feels out of place and stared at

And then I painted a dream future they’d love…

● Losing 15 pounds in 30 days

● Without breaking a sweat

● With a shake that tastes great

● That they can easily grab on the go

All without being spammy, or using a bunch of hyped up language, even though it’s what I’d call a mostly “promotional email.”

But, look closely at the email and you’ll see that even though it’s a promo email, it satisfied all 3 “email open” requirements that I listed in the beginning of the chapter

Remember, people will continue to open your emails only when…

1. They think you can help them

⇒ In the email I gave them the solution they were looking for… weight loss without the gym.

2. You have a compelling vision

⇒ I shared with them why I was so passionate about helping them lose weight.

3. They relate to your personality

⇒ I related to them not liking the gym, sweating, etc.

That email actually has a lot more to unpack that you can learn from.

As we go through this chapter, I will refer back to it and reveal to you more money making email principles.

But for now… let’s learn to go deeper into “Painting the Dream.”