Email Marketing Works, Man Walked on the Moon and Other Conspiracy Theories


When I was a kid, I treasured my poster of Neil Armstrong standing on the moon. I wanted to be an astronaut. Armstrong was my hero.

Last week, I saw a picture of Armstrong’s spacesuit. Some guy posted it on Facebook next to a picture of a lunar footprint.

The spacesuit boot had no treads. It was smooth as silk.

The footprint had large grooves as if made by a boot with big ol’ treads.

Below the pictures was the following: “Hey…Neil Armstrong’s astronaut suit, preserved in a museum…doesn’t match up with his footprints on the moon!”

Boom! Take that suckers!

Smooth-bottomed boot. That’s a fact.

Treaded footprint. That’s a fact.

1 + 1 = 2. The moonwalk never happened!!!!!

Fact + Fact = Proof. Right!?

Not so fast.

Before stepping onto the moon, Armstrong and other astronauts slipped their boots into “overshoes.”

The shoes provided extra protection and…

…you guessed it…

…they had heavy treads.

The treads match those footprints on the moon. That’s another fact.


Fact + Fact = Ill-Informed Conspiracy Theory.

Fact + Fact + Fact = Conspiracy Theory Debunked.

Facts are just building blocks.

How we interpret them depends on our own biases (i.e. The government lies to us so the government faked the moon landing).

Same goes with marketing.

Fact: 25% of recipients opened your email.

Fact: 5% of those who opened clicked the key link in that email.

Some people assume email marketing doesn’t work.

They take those building block facts and construct the following story: 75% didn’t open the email + 95% didn’t click = Proof of Failure

But here are some other facts:

Of those who clicked, three scheduled a meeting with you…

…and one converted to a customer…

…and revenue from that customer exceeded the cost of your email campaign by 10x.

Boom! Proof of failure becomes 10x profit.

The moral of these stories: Facts don’t lie. But WE lie to ourselves by compiling facts to support an incomplete or ill-informed story.

In business, that can mean the difference between success and failure.

Don't go away yet..

p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.

Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:

1) Get the Story Power Profit Pack -- 52 Strategies, Tips, and Tactics  to Transform Your Content from Ignored to Adored.

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3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.

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