This email picks off where yesterday's email ended
If you've not already read the email,
Please try to read it first before reading this one
It is entitled "Ronald Nzimora (Part 1)"
And in that email,
I was talking about a pitch I sent to my mentor Ronald back in 2019
How I did lots and lots of research about the man
And stalked him endlessly
To gather enough information about "my prospect"
Before writing even a single word in that pitch
And I ended yesterday's email by saying something to the effect of:
"In my next email, I'm going to explain the psychological framework behind that pitch"
This way, whenever you have need to send anyone a pitch
You'll know, what to say — and how to say it
To "increase the odds" of getting a positive response from your prospect
Whether it's a B2B client
Or an Ecommerce Entrepreneur
Or just someone you need to sell an idea to.
Now, to the psychological framework behind my pitch to Ron:
The first layer of the framework is:
When I was thinking about how to structure my pitch
It dawned on me:
This man gets of lot of pitches already
In his DMs, emails and even his Twitter timeline
And 99% of them look the same
And I can bet he ignores practically all of them
As such, I couldn't "pitch for mentorship" like everyone else
Nor could I "ask to work for him for FREE"
Or to be hired so I could "take his sales through the roof"
Instead, I had do something different.
Something he wasn't used to seeing.
So what I did was:
Come from the angle of something he was working on at the time
I didn't mention it in the pitch though,
I just promised "I had 3 ideas" to share with him
Note: I was very specific
I didn't say some ideas or even one idea (which would have, in my opinion, not been enticing enough)
And not just random ideas
But 3 ideas that I was very confident (even though he was already making a ton of money) ---- Had the potential to increase his earnings by up to 50%
How could I "guess" what his earnings were?
And luckily for me at the time,
The info was right there on his newsletter OPT-IN page
So that helped
And please note:
I didn't say I was going to make him rich or richer
That would have been foolish.
Before I even went into the pitch proper (which was very short)
I showed respect for what he had achieved.
The line for that part reads:
"But first, isn't it amazing what you do....?"
Then I framed my pitch along the lines of...
"I have 3 ideas I want to share with you, 3 ideas that, if well-executed, can increase your earnings by up to 50%.../ And I know you're a very busy person, but you're also a very smart business man, and you know there are certain things you can't discuss over the phone or in DMs — /and that's why, all I'm asking is to come explain these ideas in person, so you see for yourself whether or NOT you want to proceed with them. / And it won't take more than 20minutes.... That's all I ask... Will you take the chance?"
I don't recall the exact details of that pitch
But I believe I've relayed the gist accurately,
It was a very "short and straight to the point" kinda thing
And this brings me to the 3rd part of the framework
I wasn't beating around the bush
I was telling a longwinded story about how things were bad for me and HOW I needed someone to save me from drowning...
I wasn't asking to be hired
I wasn't begging to be mentored
I just made a simple promise
To show him 3 novel ideas he probably hadn't thought of yet
Ideas that, once he confirmed I wasn't lying about their potential
He could easily use any of the 3 to grow his wealth (not get rich, because he already had "fuck you money")
And all it would take is just 20-minutes of demonstration?
The fact that my "20-minute guarantee" tied in perfectly with my short and selfless pitch?
Clearly, I wasn't just someone who knew he was a no-nonsense businessman who placed a lot of value on his time
I was someone who also valued my time.
And believe it or not,
That's a strong selling point when you're dealing with the rich.
In addition to not being needy
Or making bogus claims
Or feeling entitled
Or coming across as someone who doesn't know what they're talking about (but pretends to be an expert)
Helps to keep these in mind
Whether your prospect is Super rich or NOT.
Also, something else I'd like to point out — regarding the psychological framework behind that pitch, is...
It was a benefit-pitch
Let me explain:
95% of the pitch was about him.
And what he stood to gain.
The only part of that pitch that had anything to do with me was:
The part where I mentioned I had just relocated to his City (Which made him see I wasn't so far away from him and as such, meeting physically kinda made sense)
And then at the end when I put my name.
And my official title:
Direct Response Copywriter (to establish common ground as I knew he was — and still is — the best Copywriter on the continent)
My point, if there's any, is simply this:
Always put the prospect first.
Make the pitch about what's in it for them
And what they stand to gain
And go straight to the point:
Never ever use hype in your pitch.
Never come across as needy
And avoid being unnecessarily "formal"
It makes people think you need 'em more than they need you
Tomorrow, I'll tell you the first thing I learned from Ronald.
The email will be titled "Ronald Nzimora (Part 3)"
P.S: I had a death scare yesterday.
Thanks to Bena and Funmilayo,
Life is short ,
Helps to make the most of the little time you have here.