View on Youtube: http://www.youtube.com/watch?v=dondJuS1D98

What are the leverage points in your customers’ emotions? What are the hot spots? What are the things where as soon as you say something, they change emotional state? Tonight, I want to talk about e-mail. I have some very strong beliefs about e-mail and was capable of. I don’t think for me personally there is anything more powerful to do branding, to do direct marketing, to build a relationship than putting yourself in a position where people will allow you to be in their e-mail box as often as you want to be there.

As often as you want to be there is a relative term and I am going to explain what I mean by that. Doesn’t mean you can e-mail everybody everyday. That’s not really what it means but if you can be welcomed in their e-mail box, then it doesn’t matter how badly you sell the first time. You will eventually get to them. If it’s possible to get to them, you will eventually get them. If I had the ability to impart anything to you or to like give you some ability, it would be the ability to build a relationship with people via e-mail. It’s so powerful. Most marketers do it very poorly.