Hi {first_name},

You're gonna think this question is political, but it's not. 

Here it is: Have you ever, in your life and career, changed anyone's mind?

One thing one of my associates learned from the street-wise salesmen he mentored under (including Gary Halbert and Jay Abraham) was this: In any sales campaign, you're after the easy sales first.

In direct mail, for example, scoring on 2% of a list can translate to a verifiable success. Goose that to 5% and you're talking about Big Bucks. 

Which means you've NOT persuaded 95% of that group. 

On a winning ad. 

So exhausting yourself trying to change a hard "no" into a "yes" doesn't make sense. 

Pick up the "already there" and "almost there" prospects first. 

Then the maybe's and the "I dunno's" and the "lemme sleep on it" types. 

Ironically, the most enthusiastic "get the f@#k outa here" GMs often can be easily flipped, when you understand you're dealing with a group that says "no" to EVERYTHING first, knee jerking vigorously. (Looking at you, New York and Missouri.)

They will often become your very best customers, in fact. 

We are such a perverse species sometimes. 

Just remember that the majority of any group will pass on even your best offer. 

Great marketing is, and always will be, a numbers game. 

It is most decidedly NOT a "flip the true believers" contest. 

Okay, now get back to the mines, you slackers.

May success be with you always!


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P.S. A special thanks to copywriter extraordinaire John Carlton for today's email.

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