Send one email to make your audience hate themselves.
Dig in really deep. INSULT them if you can.
Try to really humiliate them.
Overweight?
In debt?
Single?
Poke at that insecurity and all the deepest, darkest thoughts they have around it until you’ve got them feeling so paranoid and alone they’re on the edge.
They’re vulnerable. Desperate.
Then, pull back. Be nice.
Your next email is a promise of how you understand them.
You’re here for them.
You’re their friend.
… And your solution is the only thing in the world that can make them feel good about themselves.
This targets your customers’ self-hatred, and positions you as the only/best/quickest route to ending their pain.
Send multiple emails like this a day.
Good. Bad. Good. Bad. Good. Bad.
Rinse and repeat until you break them down enough to buy from you.
Now, don’t get me wrong – we do need to highlight the problem and our solution in marketing.
But the way they do it (and admit to doing it) is to the EXTREME.
It follows the same patterns as an abusive relationship.
(Something they also admit to… and seem proud of?)
Bring someone already vulnerable down – because they ALWAYS pick the most vulnerable market – make them feel small and worthless.
Then position yourself as their saviour.
It’s addictive. Manipulative. Terrifying.
And it works.
But you know what?
It’s not the only way to be successful.
WE DON’T HAVE TO TURN INTO A-HOLES TO MAKE SALES.
Psychologically harming your audience… because that’s what it is, let’s not pretend it isn’t that bad… is the fastest way to make money.
But it’s also the fastest way to kill trust, burn out your list, and stack bad karma against you.
Moving forward, do we REALLY want to listen to bros who teach abuse as a way of making money?
It doesn’t make them big or clever just because they’re rich.
It makes them ABUSERS.