Taylor Emails (1/8/24)

Email 1 Monday “Set” Email Subject Line: VSL funnel failing you? Everyone and their mother have been running a VSL funnel for the past few years. However, I’ve noticed an increased amount of people recently stating that “it doesn’t work” or that it’s “dead” and I want to tell you that’s just not true. The real truth is that VSLs are not a good “scaling mechanism” because they focus on the top 5% of the market that’s ready to buy right now. A VSL funnel should be one part of your client acquisition strategy… Not the entire thing. (Unless you’re totally cool with an extremely volatile business that’s destined for failure) The key to intelligent scaling, especially for those who already have a team and some momentum, is to integrate the VSL funnel with other methods. This diversification allows you to capture not just the immediate 5% of the market ready to purchase but also to nurture the remaining 95% who might need more time or information before committing. This is called, building an ecosystem. Quick question for you… Would you be interested in us helping you build out that ecosystem so you’re not solely reliant on one singular funnel for client acquisition? If so, just respond to this email (say whatever ya want lol) and one of our team members will reach out to schedule a call with you so we can discuss details. * Taylor Email 2 Subject Line: (hard lesson) I regret ignoring this for years… When I look back on my early days scaling my first business, I see a common trap I fell into… Chasing the low-hanging fruit. It seemed logical at the time, right? Go for the easy wins, the quick solutions. This offer solves this problem, let’s crank out a funnel, bing, bong, bing… And yeah money comes rushing in, but the issues always come down the road when suddenly everyone is doing what you’re doing, and there’s no way for you to differentiate yourself. Does this sound familiar? Here’s the crucial lesson I learned – the easy problems, the ones you can solve swiftly, are also the ones everyone else can tackle. This means there’s a lack of defense, no moats, and no unique competitive advantage. You see, when you're only solving easy problems, you're in a race to the bottom. Real, safe money – the kind that builds lasting businesses and careers – comes from solving hard problems. How do you know if you’re solving a hard problem? Well, if you’re not at least a little overwhelmed in identifying a solution, then maybe it’s not a problem worth solving. The economics check out too… The harder the problem, the fewer people there are tackling it (lower supply), and the more valuable the solution becomes (higher demand). Over time, I've realized this is really what separates the beginners from the pros. The pros are the ones who compete on incredibly difficult problems, while the beginners just go after the low-hanging fruit. If you can become adept at solving these tough problems, your income becomes safe and durable because you're no longer in that race to the bottom. You've set yourself apart. I shared a perfect example of this in an email I sent you on Monday about VSL funnels… The VSL funnel is probably the simplest out there. That's exactly why it's so easy to break. It's like a glass door: effective until everyone starts throwing rocks. If you're in a blue ocean, being the only one solving a specific problem, a VSL funnel can be a game-changer. But as soon as others catch on, they can replicate your style, offer, and messaging easily. Suddenly, you're not the only sheriff in town. Now, contrast that with a book funnel. It's a whole different ball game. Not everyone can just jump in and mimic a book funnel. Why? Because it's intricate. It’s like building a complex machine versus setting up a lemonade stand. Sure, a book funnel is tougher to set up and scale, but again… This is the right type of problem to have, the problem should be tough to solve… Otherwise, you’re setting yourself up for inevitable (and unnecessary) issues down the road. * Taylor Email 3 Subject Line: Taylor The Failure Well, seems like you guys sure do like to hear about the mistakes I've made, lol. We got such a good response to the last email I sent, I figured we do one more this week that talked about one of the failures that slowed me down early on. This time it’s on the subject of hiring. There’s this story about Peter Thiel and Airbnb during their Series C funding in 2012… The CEO of Airbnb asked Thiel, “What is the single most important piece of advice you have for us?” His response was: “Don’t f*** up the culture.” Thiel's advice hits the nail on the head. But how does this tie back to hiring? Simple. Every person you bring into your team shapes and influences your culture. It's not just about skills or experience…it's about fit. Here's where I messed up early on… I hired fast. Needed a role filled? Get someone in, ASAP. But I overlooked something crucial – how each hire impacted our culture. Not everyone was the right fit. Skills? Sure, they had them. But alignment with our values, our vision? Not always. The result? A mismatched team and a diluted culture. It took me a while to realize that it's better to have a vacant role than to fill it with the wrong person. So, before your next hiring decision, take the “Decade Test” Would you want this person on your team for the next 10 years? If there's any doubt, step back. Remember, you’re not filling a role, you’re building a culture. This is crucial to keep in mind because if your culture gets compromised, it's a steep climb to get it back on track. So, here's my hard-learned lesson: Protect your culture like it's your most valuable asset – because it is. The right team, aligned with your culture, can propel you forward. The wrong one can hold you back more than you realize. * Taylor