{"teamId":"1230004719","campaignId":"5514","seriesId":"148830","from_email":"keith@wasserstromconsulting.com","email_subject":" {first_name}, Stop using platitudes!","attachment":"","email_message":"<meta content=\"text\/html; charset=UTF-8\" http-equiv=\"Content-Type\" \/>\r\n<meta content=\"width=device-width, initial-scale=1, shrink-to-fit=no\" name=\"viewport\" \/>\r\n<meta content=\"\" name=\"description\" \/>\r\n<meta content=\"Mark Otto, Jacob Thornton, and Bootstrap contributors\" name=\"author\" \/>\r\n<meta content=\"AcelleSystemLayouts\" name=\"generator\" \/>\r\n<title><\/title>\r\n<!-- Bootstrap core CSS -->\r\n<link href=\"css\/bootstrap.min.css\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons+Outlined\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons+Outlined\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons+Outlined\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons+Outlined\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons+Outlined\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons+Outlined\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons+Outlined\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons+Outlined\" rel=\"stylesheet\" \/>\r\n<style type=\"text\/css\">\r\nh1,h5 {text-align:center;} .table { width: 100%; margin-bottom: 1rem; color: #212529; } .table thead th { vertical-align: bottom; border-bottom: 2px solid #dee2e6; } .table td, .table th { padding: 0.75rem; vertical-align: top; border-top: 1px solid #dee2e6; } th { text-align: inherit; } tr { display: table-row; vertical-align: inherit; border-color: inherit; } tbody { display: table-row-group; vertical-align: middle; border-color: inherit; } .text-center { text-align: center!important; } .display-4 { font-size: 3.5rem; font-weight: 300; line-height: 1.2; } p { margin-top: 0; margin-bottom: 1rem; } .container { margin: auto; } .pb-3, .py-3 { padding-bottom: 1rem!important; } .pt-3, .py-3 { padding-top: 1rem!important; } .image-container .image-wrap.image-placeholder, .footer-container .footer-wrap.footer-placeholder { background: #f3f3f3; outline: 1px dashed; outline-offset: -2px; display: inline-block; color: #979894; padding: 10px; width: 100%; text-align: center; position: relative; }<\/style>\r\n<div builder-container=\"\" builder-element=\"BlockElement\" builder-wrapper=\"\">\r\n\t<div builder-draggable=\"\" builder-element=\"BlockElement\" style=\"opacity: 1;\">\r\n\t\t<div class=\"container py-3\" style=\"margin: auto; width: 100%; padding-right: 15px; padding-left: 15px;padding-bottom: 1rem; padding-top: 1rem;\">\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tHi {first_name},<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tPreviously, we discussed the purpose of marketing... to help facilitate your prospects' decision-making process.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tI also said there were two additional ways to view marketing's purpose in simpler terms.<\/p>\r\n\t\t\t<ul style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\t<li>\r\n\t\t\t\t\tEnter the conversation taking place in the head of your prospect.<\/li>\r\n\t\t\t\t<li>\r\n\t\t\t\t\tAnswer the number one question on your prospect's mind... at just the right time.<\/li>\r\n\t\t\t<\/ul>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tI asked you to evaluate your marketing based on those critical criteria.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tHow did your marketing stack up?<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tRemember, my\u00a0<a href=\"https:\/\/CorporateCounsel.com\/evaluator\">Conversion Equation Evaluator<\/a>\u00a0has the power to predict the future success of your marketing. Both from a results and a financial standpoint.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tToday, let's discuss the three critical fundamentals of marketing highlighted in the video I asked you to watch.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tClick\u00a0<a href=\"https:\/\/CorporateCounsel.com\/wrong\">here<\/a>\u00a0if you haven't watched it yet.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tThe three fundamentals of marketing are:<\/p>\r\n\t\t\t<ul style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\t<li>\r\n\t\t\t\t\thave something good to say<\/li>\r\n\t\t\t\t<li>\r\n\t\t\t\t\tsay it well<\/li>\r\n\t\t\t\t<li>\r\n\t\t\t\t\tsay it often<\/li>\r\n\t\t\t<\/ul>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tLet's explore that first fundamental today.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tThis fundamental is neglected by virtually every business owner on the planet.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tTo have something good to say means your business must be unique when compared to all the others who sell what you sell.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tYou must be different. There must be something separating your business from all of your competitors.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tRemember several emails ago I mentioned most businesses all look identical and make the exact same claims?<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tWhen businesses copy each other, it forces those businesses into price competition because price then becomes the ONLY differentiator for prospects to consider.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tIt becomes the only value proposition left to the prospects.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tAny business that determines it isn't unique must innovate so it does become unique.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tDomino's Pizza did this back in 1971.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tDomino's became a billion-dollar behemoth in an overcrowded market back then.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tDid Domino's make the best pizza? Not by most people's opinion.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tDid they offer comfortable in-house dining like all pizza places did back in those days? Nope.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tDid they offer the largest selection on their menu? No. They offered the exact same pizza as all their competitors.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tThey dominated by having something good to say that was radically different back then when compared to all the other pizza franchises.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tFresh hot pizza delivered to you in 30 minutes or less!<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tBut then Domino's had to innovate in order to make good on their promise.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tThey specifically targeted hungry college kids living in crowded dorms (densely populated where few had transportation).<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tDomino's went to small shopping centers located nearby the various college campuses and rented small storefronts just big enough to accommodate a pizza oven and a preparation counter.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tDid they offer the largest selection on their menu? No. They offered the exact same pizza as all their competitors.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tThe result - Domino's became a billion-dollar behemoth in an overcrowded market.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tYou can do the exact same thing with your business.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tAnd if you do, you will be well on your way to dominating your market, just like Domino's did.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tI explain how in the Marketing Dominating Position chapter of my book. You can download your copy\u00a0<a href=\"https:\/\/CorporateCounsel.com\/book-download\">here<\/a>\u00a0if you haven't had a chance to yet.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tNext week, let's discuss fundamental #2, say it well.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tSee you then.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\t{{user_first_name}} {{user_last_name}}<\/p>\r\n\t\t\t<p builder-element=\"\" builder-inline-edit=\"\" style=\"margin-left: 10px; margin-right: 10px;\">\r\n\t\t\t\t<br style=\"color: rgb(0, 0, 0); font-family: &quot;Times New Roman&quot;; font-size: medium;\" \/>\r\n\t\t\t\t<br style=\"color: rgb(0, 0, 0); font-family: &quot;Times New Roman&quot;; font-size: medium;\" \/>\r\n\t\t\t\t<br style=\"color: rgb(0, 0, 0); font-family: &quot;Times New Roman&quot;; font-size: medium;\" \/>\r\n\t\t\t\t<br style=\"color: rgb(0, 0, 0); font-family: &quot;Times New Roman&quot;; font-size: medium;\" \/>\r\n\t\t\t\t\u00a0<\/p>\r\n\t\t<\/div>\r\n\t<\/div>\r\n<\/div>\r\n<br \/>\r\n<br \/>\r\n<br \/>\r\n","templateId":"default__6037a0a8583a7__1230002359__99144_index166257470338801041230004719"}