How to use danger and discomfort to sell a $10,000 product

By April 9, 2020April 15th, 2020Marketing, Mindset

It’s fascinating how many similarities there are between business and dating.

For example, the other night, I was at home with the girl I’m dating. Suddenly, she receives a text on her phone from this dude.

Long story short:

This guy is *super* desperate.

He is constantly bombarding her with messages. You know, he’s trying to force himself into her life. Being the nice girl that she is she gently tries to reject him as nicely as possible. But, he simply keeps going. Said a different way: He seriously can’t take a hint. He thinks (like most guys do) that he needs to “try harder.”

Here’s how this relates to your business:

You shouldn’t try to force yourself into your customer’s life.

You should give people an *opportunity* to work with you.

I’m not saying you shouldn’t be “aggressive.” In fact, if you have an amazing product that can change people’s lives, it’s your moral obligation to be aggressive while selling your product.

When you have to sell… SELL.

Of course, it’s a delicate balance.

Being too aggressive can kill sales and your relationship with the client.

But being scared to sell will also kill sales.

So, let’s imagine you’ve got an expert or a client business…

How do you find this balance?

Let me show you a CLASSIC ad that uses this principle of giving people the opportunity to work with you.

It’s a wildly famous direct mail letter that offered an exclusive, high-end, 26-day expedition written by copywriter, Hank Burnett. It’s called “The Admiral Byrd Expedition Letter.”

Here are the first 3 paragraphs of that letter:

“… it is my privilege to invite you to become a member of an expedition which is destined to make both news and history.

It will cost you $10,000 and about 26 days of your time. Frankly, you will endure some discomfort, and may even face some danger.

On the other hand, you will have the rare privilege of taking part in a mission of great significance… which has never before been attempted by man.”


Notice the power of full transparency. He actually mentions the price in the third line of the letter. And even mentions you might face danger. But, this kind of brutal honesty got the attention of the perfect customers of that expedition.

He’s giving people the opportunity to join him.

He’s not interested in everybody.

He’s only interested in the *right* type of “customer.”

He’s selling a vision.

Which is what you should sell, too, in your business.

Another way to easily do this and give people the opportunity to work with you is by combining great information that genuinely helps people with entertainment to get people’s attention.

This is the essence of Infotainment.

If you want to learn how to do this — and 2x your sales — check out the free training via the link below:

Here’s what you’ll learn in the free training:

  • How to 2x your sales without increasing your workload by using ‘infotainment’ in your email marketing
  • A $2 billion secret: how top businesses craft mouthwatering sales emails that people love to read
  • How to write stories so compelling they immediately draw customers in — even if you’re not a professional writer
  • How to craft an irresistible and highly converting sales email in less than 29 minutes
  • And much, much more…

Here’s the link again one more time: