From: <Kevin Marszalek>
Subject: Hey I need to talk to you about something important.
Here’s the part where I’m supposed to try my best to convince you to join my email list. Now, I consider myself to be an expert copywriter, and I know there are a million and one different techniques I could use here to try to convince you.
The thing about that is my goals with this site conflict with that approach.
I was inspired to create this site while I was just searching for some basic level information and I ended up on one of those “guru sites.”
As soon as I saw the domain name, I knew I needed to go fetch my vomit bucket, but I clicked anyway. 🤢
While I’m reading the article, I picked up on all of the elements of good copywriting, except that, the information was actually wrong, the advice was good, but the explanation was flat out wrong.
I already know why these blogs do this, I just don’t understand why they don’t stop doing it.
Surely there’s more value in being completely honest with a reader than telling them what they want to hear?
As I read the content, it seems the writer is attempting to give the reader some kind of hope or feeling that they’ve somehow come across a simple, almost magical, solution to a super complicated problem.
It’s just nonsense, they have completely ignored the fact that digital marketing is super competitive, but it doesn’t matter because “with this one trick you will become super successful.”
My goal here is simple; this site is an experiment, I want to put the right information out there for the right reasons, and for the right people.
I could try to impress people with a witty slogan, overly simplistic solutions, and provide people with excuses as to why their business isn’t working so they feel better…
But, I’m not going to do that.
I don’t have to.
I’m just going to be honest about this.
Real success usually comes from the path least followed.
Sometimes creating a business feels like building a rocket ship and launching it into space. It’s not easy, there are a lot of moving parts, and it’s going to be hard work.
So, if you have read this far and are thinking “Is Kevin trying to convince me not to sign up? What’s going on here?”
Simply put, no, that’s not what I’m trying to do here.
But you need to know that my email list is not for beginners, if you have never built an online business before and failed, you’re not going to be able to differentiate between the truth and the “guru BS.”
Once you have actually tried, you will realize that it’s pretty obvious what’s going on.
Those sites have mastered the art of giving advice that sounds too good to be true, and if you’ve attempted it, you know that.
People with experience know that those sites are designed to serve a purpose, and that purpose doesn’t necessarily have the reader’s best interests in mind.
Most people would learn more by studying what those sites actually do, rather than reading them.
So if you’re a beginner, I already know that you’re on your way back to Google to throw in some random search query and go bouncing from page to page until you find somebody telling you what you want to hear.
Trust me, I already know how this all works 🙂
You will eventually land on a page saying something that seems pretty counterintuitive and wonder, is that right?
“Is it really that easy?”
Hey, they’ve gotta minimize their bounce rate bro! Come on now? What about their dwell time, huh?
There is one thing that you should understand though, the way the “guru” business model works, they can not teach you everything you need to know.
Simply put, there would be no reason for you to ever come back. So they have to keep carrot-on-a-sticking you back to them.
This isn’t the point of my email list and my site. I want people to become successful whether they learn from me or from someone else. I’m not selling any magic courses that will teach you “the secrets.”
The truth is that on the internet there are no real secrets, I’m just teaching what works.
It’s not a mystery to me, I learned from hyper-successful businesses.
Online, you can’t really hide anything. Anyone is free to inspect a website to read the code, there are tools to reveal the site’s Google rankings, and show you their ads. It’s all in plain sight, nothing is truly hidden.
But, just because you can see what they’re doing, doesn’t mean you understand it. You can’t just emulate the big players to somehow propel yourself to success.
Without understanding the details of what works for each business and why it works, many people set themselves up for failure.
Simply put, often times the reason something works, is because there are either unseen factors at play, or because they are able to leverage the equity that business has built to make it work.
I’ve been doing this long enough to be able to identify those things. I’m not suggesting that I know the secrets of life here, but I do know the obvious reality of life; if it works, it works. That’s also true for business.
Sometimes their campaign will only work for them, and there’s no way to reproduce their results.
To figure this out, each business needs to test different avenues at different levels of scale and determine what is effective for them.
I don’t personally believe in a world where opportunities are limited, I believe there are limitless possibilities and potential, but those opportunities are not going to be obtainable for everyone.
I always try my best to differentiate between the who and the why. I’ll never suggest that everything works for everyone, this is about helping people figure out what works for them.
I assure you, I am doing this for the right reason. If you want to know what that reason is, I will tell you, but not right now.
I will leave you with one piece of advice.
If you want to be successful or become more successful, you need to be able to answer this question:
Why do you want to succeed?
You need a reason.
And it better be a pretty damn good one…
Thanks for Reading
PS: If for any reason, you no longer wish to participate in my email list, you can always remove yourself. I will never and have no interest in selling your email address to anyone else. I am honest about this; there’s no reason to, from personal experience, they wouldn’t know what to do with that information anyways.
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