Why This Marketing Legend And I Dig Deeper…

A peek behind the curtain…

…as internet marketing legend Jeff Walker prepares to launch a new workshop:

Jeff is the guy who created The Product Launch Formula — a program that redefined how businesses market new products or services online. 

So when Jeff launches, I listen. 

Last week, he released a 6-minute video describing his preparation for the workshop launch. (Read this email first and then watch the video later.) 

This is a free workshop. But as Jeff says in the video: 

“Just because it’s free doesn’t mean people are going to show up, right?”

So Jeff and his team have been working hard to “get the maximum number of people to sign up.” 

And that starts with two questions: 

1. What’s the promise?
2. Who am I selling to? 

Jeff has been doing this for nearly 20 years. So you’d think he can answer these questions without breaking a sweat. 

But Jeff and his team put in the work EVERY time they launch — because, as he says…

“…you have to get those things right. Because if you don’t get those things right — really drilling down into what their hopes, dreams, frustrations, fears, desires are and then figuring out how you can fulfill those — then you’re nowhere.” 

Some of you may be thinking, “Sure. But doesn’t he already know his prospects? Doesn’t he already know their hopes, dreams, frustrations, fears, and desires? Can’t he dust off that ‘prospect persona’ he created last year and use that for this campaign?” 

Of course he could — if he wanted to be lazy, and if he wanted to put fewer butts in seats. 

Jeff admits the basic prospect profile hasn’t changed since 2005 when Product Launch Formula first appeared. He sells to people who “either want to grow their business, or want to have an online business, or want to grow the online business that they already have.” 

But Jeff knows the surface profile is not enough. He drills down EVERY time because he knows…

“…The mood of my prospects is very different than it was a year ago, or five years ago, or 10 years ago, or 20 years ago.” 

Reread that (↑ ↑ ↑) and then reread it again. Write it on a sticky note and paste it someplace you can see it every day. (I’ll wait) Because…

…Eureka! That is marketing gold! 

Understand your prospects’ ever-changing moods, and you win.

I teach a process called Story Discovery which is all about understanding your prospects’ moods.

Story Discovery asks and answers those same two questions: What’s the promise and who am I selling to? 

When you drill down and answer those questions, every story you share will have a business-building point. 

Prospects will read/hear your stories and feel understood. They’ll feel like you “get” them. They’ll feel like you can serve them. They’ll sign up for your workshop, and they’ll buy your product or service.

But Story Discovery is not for lazy marketers.

Story Discovery is a process, not an event.

You can’t fill out a Story Discovery Worksheet, put it on a shelf, and then reference it month after month, year after year. 

You have to drill down…

…and get it right each time…

…as Jeff Walker does…

…or else you’re nowhere.

Here’s the good news…

It’s not as hard as you may think to “drill down” and discover your prospects’ stories. 

Story Discovery is learnable, scalable and even delegate-able. And when you do it right, you have a huge competitive edge over all those who don’t know how to discover prospects’ stories or are too lazy to try.

I’ll show you how to do Story Discovery the right way in my soon-to-be released Email Marketing Power program.

I’ll show you how I conduct Story Discovery to generate captivating, action-inspiring, business-building emails. 

I’ll show you how to develop a Story Discovery Habit so this comes naturally and easily to you.

Stay tuned for details the Email Marketing Power launch.