Two things in life I would completely eliminate if given a magic wand:
First of all, cockroaches are violent little warlords. PTSD from too many years living in Central America. Also, lobsters are 100% related to cockroaches, which means that every time I see one on a table, IT'S THE ONLY THING I CAN THINK ABOUT.
Secondly, the pushy people. What a group. You ever have that person in your life who just won't accept your "no?" They invite you to do something—say, come visit for the weekend—and you tell them the truth:
"I'm sorry, I don't think I'm up for it this weekend, I've got a lot going on."
And it's like they can SMELL your weakness.
They see that tiny gap of possibility. The "I dont think...." ruins everything.
Soon as they hear that? They pounce.
"Oh, come on, you deserve it! You always have so much going on—that's exactly why you need to come. And, I haven't seen you in forever. And, you totally owe me. Just say yes. Say it. Say yeeesss. Come on. Sayyyyy it."
So you try to assert your "no" again.
"No, really, it's just bad timing. Don't get me wrong, I'd love to come see you, but maybe we can do it a different weekend?"
And, hahahahaha, all they do is take it as a personal challenge. Game ON. So, they rally and say something completely evil like:
"You're coming. I already decided. Pack a bag. I'm not hanging up until you say yes, so we can do this the easy way or the long way."
And back and forth you go, steam coming out your ears, because now you're like, "WHY DOES NO ONE TAKE MY 'NO' SERIOUSLY? DO I HAVE TO BE MEAN? WHY CAN'T YOU JUST ACCEPT MY NO?!?!"
These people...they find me. They love me. I'm not sure what it is, but I attract these kind of people as if I were wearing pushy people pheromones. Ever since I was young, I've had to battle them off.
Which is why selling online is interesting.
I am categorically not a pushy person. However, something I know to be true after twenty years selling my work and projects on the internet?
People will not buy unless you ask them 7 times.
Literally.
It's a fact.
Because, here's something nobody talks about in online business: there's an unspoken courtship that needs to take place. And, the higher the price tag, the more people expect—and need—to be courted.
They need you to roll out the red carpet for them. They need you to make a fantastic stink. They need you to go through the process of actually *selling them what you made.*
It's a real buyer psychology thing. The effort must match the ask. This is the part most people building things online get exactly backwards.
The instinct of a non-pushy, decent person is:
I'll mention it once, clearly, and if they want it they'll buy it. Anything more feels gross.
It sounds respectful. But, it's actually an insult to the buyer, because it skips the courtship they need in order to feel like the thing is worth wanting. You think you're being polite. They experience it as you being ashamed of what you've made—or not caring whether they say yes.
Furthermore?
You'll never actually make any sales. And, that part's important! Because people do not buy when you send them one email with a little P.S. at the bottom. People do not buy when you just sent them one announcement. People do not buy when you send them just a couple emails, with a quick mention. I swear to you, they will not.
They need you to roll out the carpet.
And make it a party.
And celebrate your thing.
And *sell the thing you made.*
Casually mentioning the thing you made is not the same as selling the thing you made.
BUT—and this is critical—you do not need to be pushy in order to do so. (Gag.) But, you do need to have the confidence to show up proudly and make the ask. And tell them about your thing. And convince them that you're worth taking a shot on. Like a classy, sophisticated, confident professional.
So, when I talk about sending two full weeks of sales emails to sell your thing?
That's because it takes at least two full weeks to properly celebrate your thing, and make people feel courted. Seen. Excited.
Straight up.
Now, there are plenty of people who are like, "oh. my. god. how. horrifying! I unsubscribe to anyone who sends me more than one email per week!"
And, I can tell you something very true about those people:
They've never sold so much as a bean.
I wouldn't take their advice.
Just like I wouldn't take medical advice from a carnival clown.
But, what I would do?
Is set up a system that respectfully, and thoughtfully, and intelligently, does the work of celebrating your thing, and making your people feel courted. And seen. And excited.
To—yes—convince them you're worth taking a shot on.
Not because you are pushy, but because you are true. You believe in your work. And, you must do your work the justice it deserves.
Fortunately, we can set up systems that do this for you elegantly and with class.
That's what I'm teaching you how to do starting July 1st, when we start The Summer Vacation Email Challenge. Because technology can help you, dammit. Technology can make your life better. Technology can make things easier.
Hell, it might even save your life.
Inside the challenge, we're learning how to set up:
- Four weeks of nurture emails
- And two weeks of sales emails
That every person who subscribes to your email list will receive, on their own personal deadline, which is brilliant because it means that you aren't sending "pushy" emails to your whole list all of the time.
You're only sending 'em to new subscribers who are at the height of their excitement about your work—and, when else is a better time to make the ask?
There isn't one.
But, you can't do it yourself.
You need to build the emails, first.
And, that's precisely what we're doing inside The Summer Vacation Email Challenge.
If you have one main offer you sell, that you want to sell more of?
This is for you.
Just don't show up with a lobster.