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confusing customers and calling it bidness

Updated: Oct 29, 2022

Few days back, I mentioned one of the most powerful email copywriting lessons in passing:

It’s something that can fix your “lack-of-sales” problem into a “holy-shyt-we-have-too-many-sales” problem in short order.

And I don’t know about you, but I’d much rather have too many sales than too few.

Plus, it makes your job easier, way easier in fact, than what you’re probably doing now.

What’s this secret?

It’s something I call my “One Offer Per Email” rule.

Here’s how it works:

Whenever you’re creating a piece of content—whether it’s an email, a YouTube video, social media posts, a podcast episode, blog posts, whatever—you only promote one offer in it.

You resist the urge to mention more than one offer in each piece of content you pump out. Now, this is easier said than done. Especially when the topic you’re covering has natural segues into several products, services, and offers you slang.

And while it might sound counterintuitive to only mention one offer instead of several, your bank account will notice as soon as you start promoting only one offer per email.

Here’s why it works:

When I wrote about Netflix’s business-killing mistakes, I mentioned how I don’t spend much time browsing Netflix.

(Want more on my Nostradamus meets Punxsutawney Phil Netflix predictions? Check out these bad boys: a) will Netflix die? b) The fatal “Netflix Blunder” which devours your business)


Because they have too much content. I spend 10, 20, sometimes even 30 minutes searching for a show, only to leave overwhelmed and miserable when I load up Hulu or Prime shortly after exiting.

Mesuspects I’m not the only Netflix customer with this problem.

In fact, I’ve seen similar comments from other Netflix customers on YouTube.

Netflix has too much content, which confuses their customers, and so they leave.

It’s gotten to the point where I rarely even load Netflix on my TV, unless I know there’s a certain show I want to watch — which happens frighteningly little nowdays.

And I see many brands sending emails making the same mistake:

Promoting too many offers in their content.

It’s logical to assume that giving your audience more options helps you convince more people. Not every offer is designed for every person, so you’re giving yourself a better chance at converting more people by mentioning more than one offer.

Makes sense right?

Except here’s the thing:

Humans ain’t logical creatures, cully, especially when it comes to whipping out our wallets and buying. We’re emotional creatures. And when you add too many offers, you only confuse your audience.

And you know what happens when you confuse your audience?

They exit out of your email, blog post, YouTube video, whatever — and they don’t buy anything you’re offering.

Confusion is the death of a sale.

And the more offers you add to a particular campaign, the more you confuse your audience and the more you murder your sales.

Try sticking with one offer per email and see how it changes your sales.

If’n you need help with this… and you already have a proven offer and a list, book a call.

Let’s see if we’re a good fit to work together and make sum magic happen.

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