When you’re trying something new, you’re in a very vulnerable place.

You’re not even sure if it’s the right thing to do.

I know people in tech who love who say ‘Just keep it short! Just keep it concise! Just give with what they need!’

Totally wrong. If you see a page that’s educational, informative; that’s got people like you, you will read a page forever.

Long copy for advanced material always pulls better than short copy.

When you start to become very good at persuasion, you can use it for good or nefarious purposes.

Have a very ethical guideline between:

‘Who do we sell to, and who do we not sell to.’

Efficiency doesn’t build relationships. Quarterly-update newsletters get skimmed and don’t resonate at all.

I would rather get a quick 5-line personal email is so much more effective than a BCC: blast.

Build systems so that by default we do the right thing instead of hoping that we’re going to make the right decision.

My business model is that I give away about 98% of my material free, and then about 2% of it is ‘premium courses – online pre-recorded video courses ranging from 14 days to 8 weeks and from a couple hundred bucks to $12,000 that take us twelve to twenty-four months to build and test.’

Who would ever read a 30 page long sales pitch?

Only the buyers.

Long (content) emails and blog posts filter out the illiterate people who un-subscribe which means the people who are left are highly-committed and want to read it provided it’s adding value and really interesting and engaging.

Avoid too many distractions and options.

There are an infinite number of things that you could do. Determine the four or five key big wins that matter, and then let the rest of the stuff fall away.

‘What do you do?’ ‘Where do you live?’

These are questions you will answer almost all of your lives. And yet most of us never test different responses.

And just the simple way you word it can get people fascinated in your or bored by you.

Learn how to change your behavior, and then your attitude will follow. This is a very different approach from what most of us are taught.

Instead of fighting against criticism. Co-opt it and make them your ally.