list recomposition

Got this comment on one of my ads recently:

As you can see…

He’s making the case for “delivering value” as a way to attract people and build trust.

Which represents conventional creator wisdom.

There’s a fatal flaw in this line of thinking, though:

HOW you get someone onto your list shapes what they’ll respond to once they’re on it.

What does this mean?

If all your TOF (top of funnel) content is “value-first”...

Meaning you’re teaching people how to get a specific result…

Whether it’s how to get six-pack abs, how to get dates on Tinder, or how to write emails that sell…

And crucially, NOT charging them any $ for it…

This is how their expectations are calibrated.

Which then becomes a major constraint when you go to sell information or implementation to them…

Because you’ve attracted people who are:

- Interested in learning how to do it themselves
- And not used to paying money for it

Can you see why this is problematic?

Frankly, it’s a lot like getting in shape.

You can’t gain fat first and then “turn it into” muscle…

Because fat and muscle are two distinctly different things.

So it is with email subscribers.

(for the most part)

Those who come for hard value only stay for hard value.

This is why I’m so bullish on using story-driven emails to build a relationship with your audience instead.

You can still cultivate trust and authority…

But without setting a dangerous precedent that will cost you down the road.

Anyway, that’s all I got for ya today.

Jim Hamilton