Sell Like Crazy

5. Don’t ask them to buy, click or act – tell them!
The call to action is a command. Be specific and tell them exactly what to
do – don’t ask them! It means using proven phrases like these...
Go ahead and check this out now.
Claim your spot here.
Click here and I’ll tell you what it’s all about.
Sign up here and you will discover...
This is an NLP (neuro-linguistic programming) technique called an
‘embedded command’, and it’s used for planting a thought (state, process,
experience, or action) within the mind of the reader, beneath their conscious
awareness. The purpose of using embedded commands is to move your
reader’s mind in the direction you want it to go without seeming to be
intruding or ordering in any way.
Whatever you want your reader to do, don’t ask them to do it – tell them.
Putting It All Together
So, there you have it. You’ve learned the key elements and strategies you
need to create great emails from scratch that will suck in sales. And you’ve
seen how to do it in days or weeks, instead of the years and years of pain it
took me.

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Getting email right is the best investment you’ll ever make in your business.
It can be your secret weapon like it is mine.
Your Breakthrough Email Checklist:
Make sure you use a personal sender name.
Send your emails on Tuesdays at 10 am.
Make your subject lines are either two to four words or super long in
length. Nothing in between.
Write preheader text that burns with intrigue
Above all, write emails that entertain, excite, and engage your
readers.
Ask yourself when sending every email: ‘Will this email get into the
‘P’ group or die in the ‘C’ group?’
Make your emails plain text instead of visual masterpieces.
Talk to readers as you would your best friend.
Make your emails about your readers — not just about yourself.
Study the herd and do the opposite.
Make it visceral and bring your email copy to life with specifics.
Don’t ask them to buy, click or act. Tell them!

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W
Conclusion
e’ve covered a lot of ground in this book, and, as you can see,
I’m deeply passionate about this stuff.
And that’s because when you get all this right, and you grow
your business, it makes a profound impact on every area your life.
Whichever way you want to look at it, money is a big part of life, and
there’s no better vehicle for creating wealth than growing a business.
The life you want to create is fuelled by the business you build. And far too
often the reason people start a business – money, freedom, being able to put
your kids through college, pay off your parent’s mortgage or give back to
charitable causes – becomes a distant dream.
That’s because they get stuck being a business owner and not a business
builder. They basically create a job for themselves and then work for their
business, not the other way around.
All the methodologies in this book are designed to help you make the
transition from business owner to business builder.
A business owner is someone who gets caught up ‘in the weeds’. They get
stuck on the hamster wheel of activity, executing the mundane, daily tasks
that ‘just have to get done’.
A business builder is an entrepreneur with a strong focus on sales and
marketing. Someone who looks for leverage and to delegate anything in
their business that doesn’t move the money needle and pull their business
forward.
A business owner is someone who mistakenly believes that simply having a
great product or service is enough to achieve success.
A business builder is someone who has unwavering focus on intimately
understanding their market’s pains, fears, hopes, dreams, and desires.

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A business builder is ruthlessly committed to not only providing the most
value to their marketplace but understanding that great products and
services are useless unless they can effectively and persuasively
communicate this value to their market.
Having a wildly successful business is the ultimate vehicle for creating the
life you’ve always dreamed of. From a young age you’ve been conditioned
by society, the media, and your friends and family, all of whom have slowly
chipped away at your confidence and eroded the possibilities of reaching
your goals and making your dreams a reality. Naysayers – who have already
given up on chasing their own dreams – start to dole out advice and plant
mind-viruses inside your head, which make you second-guess yourself and
wonder if you can really ‘have it all’. You want a great relationship with
your spouse, happy kids, an abundance of money, multiple homes, and a
thriving business. But society would like you to believe that success in one
area results in absence in another. I’m here to tell you this is horseshit. It’s a
lie spread by people who don’t have the courage to go out there and
manifest their wildest dreams.
You can indeed have it all.
Not only is building a wildly successful business a great lever for wealth, it
also makes you stronger in every area of your life.
Business is the highest form of mental mastery. The stakes are high and it
takes an incredibly high degree of focus, stamina, and wherewithal to be
successful.
These traits are forged from the business you build and the plateaus you
have to break through to reach even greater heights, and serve you in all
areas of your life, from your relationships, your fitness, and overall mental
strength to solve problems.
On your journey you will face an immense amount of pressure. Pressure is
a fact of life. The people who learn to relish it are the ones who become

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high performers. These are the people who take huge strides forward when
things are going great, and knuckle down and forge ahead in life when the
heat is on.
Failure is not an option for high achievers. Pressure ignites their resolve and
sharpens their focus.
If you’ve read this far, you may well have it in you to thrive on pressure
too.
If you’re serious about business success, then now is the time to commit and
take action. You must transition from business owner to business builder –
and get your business working for you, and not the other way around.
Once you make this fundamental transformation, your business and life will
never be the same again. Having the ability to be a business builder, and a
marketer at heart, is the single greatest skill you can attain. It means you’ll
never go hungry and you’ll always be equipped to start and build businesses
to fuel the life you want.
My strategies for growing a business are centered around turning
advertising into profit. I look at marketing and advertising as assets in
which I invest to grow my business. Not expenses. I’m a huge advocate of
mastering this skill because I know it’s a variable that won’t change over
time. There will always be platforms looking to monetise their audience by
selling advertising. It’s been this way for hundreds of years. If I know how
to leverage these advertising platforms and turn eyeballs into dollars, my
businesses will always be sound.
Throughout this book, you’ve learned powerful and valuable information
that when applied will change your business and your life forever. However,
all the information and strategies covered in this book are worthless if you