Yesterday, the YouTube algorithm decided to show me an old Kevin Hart interview:
“I had a 585 on my SAT.
They give you 400 for putting your name on a paper—true story.
I guessed ABACADA—I did abracadabra all the way down.
I didn’t care because there was a class trip that same day, and I wanted to go to Great Adventure… But when I saw my friends get their test scores back, they were ecstatic: 800s, 900s, 960s. Everybody’s going to college, I felt like the biggest idiot in the world.
Because the same people I wanted to rush to Great Adventure with…
They had taken the SAT a week before…
I just got left behind.”
The biggest takeaway most people get from this interview is:
“Any opportunity given should be taken seriously from this point on”
But for me, it’s something else Kevin shared:
“Why didn’t y’’all tell me you guys did it the week before? Oh wait…”
“It’s because my life isn’t their life. They’re focused on themselves.”
Same for your business.
I’ve worked with many brands, sending only one email for a week-long promotion. They expect people to seek out, read, and pay attention to their offer.
When in reality…
People are busy.
They’re focusing on their own life.
I have a family to support, a 7M baby to care for, projects to complete… and 47 hats I’m joggling every hour.
Your email is only a split-second of my day, and 80% of the time…
I wouldn’t even notice your “amazing deal.”
It’s not my responsibility to pay attention to what you have to say –
It’s your responsibility to win my attention.
So…
Send more emails.
Tell stories.
And make your emails worth my time.
Then, you have my attention.
Cheering for you,
– WYH
PS – want help? reach out, and I’ll help you come up with a strategy that can email more without annoying your subscribers this upcoming BF