- March 7, 2018 -

About 20 years ago I was introduced to the owner of a wine shop that had recently opened in Napa.

Napa is wine country but her shop was unique.

Margaux noses out and stocks hard-to-find artisanal wines from all over the world.

Boutique wines aren't massed produced. They're limited in quantity but exceptional in quality...and not cheap.

In short...I was hooked and have been collecting wine ever since.

Specifically Cabernet.

And in my wine cellar, every bottle is accounted for...probably won't even be able to drink it all before I die LOL

This wine isn't for every day consumption...it sits there until a special occasion calls for it.

My dad used to say on holidays, "Arthur, bring the 'good stuff' with when you come."

My dad's no longer with us.

...Pop, I'm sure going to miss bringing you the good stuff 🙂

I know which years of Araujo I have - and which vintages I moved too late on and missed.

So when Margaux calls me to let me know what she's got (that she knows I'll like)...I don't wait around if I want to place an order.

Or it'll be gone.

There is a real sense of urgency and scarcity...

It's the same with marketing.

But there's a heap of bullshit tossed around about using urgency and scarcity in your copy.

(I'm not pointing fingers here...just collectively bringing up a topic that irks me.)

You know exactly what I'm talking about...

+ All of the trumped-up scarcity

+ The false hype

+ The phony urgency

+ The made up copy and story lines that nobody actually believes

+ All of the numbers thrown in your face

I'm talking about the lack of authenticity that so many marketers have succumbed to.

It's an illness.

And it needs to die a quick and long over-due death.

If you're going to use urgency and scarcity in your marketing, it has to make sense.

Limited the number of a digital product? Seriously?

Limiting your time? Absolutely.

Being truly authentic, allows your prospects and customers…

…to trust you.

…to get know you.

…to like you.

…to want to do (more) business with you.

So here's an “authentic” offer for you — a chance for us to work together. No false urgency or scarcity — both are real.

We have time to only work with a handful of private 1-on-1 customers to help them with Infusionsoft strategy. We have one opening - when it's gone, it's gone.

If you're interested, schedule a free consult to talk with Cheryl.

And just as important.. if you ever make your way to Napa Valley, make sure to stop in at Enoteca Wine Shop in Calistoga and let Margaux know Art sent you 🙂
 
Talk tomorrow,

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