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The Secret Club Part

Okay, so you've got a couple things you blast out there for the general public. Things you show everyone, Because you aren't in this for your health, you want people to look at you.

Now it's time to reward the faithful. You know that central post or product or promotion you just did?

Go to your email list and take it one step further. Just a little more. Something nobody else got. Something you can only have if you've handed over your contact info and "jined up."

This is a critical part of your tribalism and listbuilding and community creation... lizard, monkey, and chief brains basically... that you have exclusive content just for those people. (The bucket brain sort of comes in too, because you developed exclusive content to start out with. Your badassery revolves around something that comes exclusively from you, right?) And the lowest level of that - the list lizard - revolves around your email.

You'll make exclusive stuff for your community and your tribe and whatnot too, but not necessarily for every single post. It's the first level that needs to be fed a constant stream of exclusive shit.

And what you want to do is take your core element just one little step farther. But you want to do it in a way that requires the core element (especially if there's a price tag involved). Like in the email for this post, I'm going to talk about a little twist you can put on that core element so it applies to a business model I haven't discussed here.

But that's exclusive and you'd need to be on my list to get it. And the list isn't open yet. (Bahahahaha!) So I'm actually selling you on something you can't get right now, and later on it will deliver on the promise I made here. A little over three months later on, in fact.

Tease. Taunt. Make people want what they can't have. This is the core of a launch: make them want it before they can get it, then make them queue up to receive it when it's available.

Right now, Apple is about to release the iPhone 5S. You can't preorder the iPhone 5S. You have to line up outside the store. The lines are ads for Apple. They're social proof that lots of people want it, and that you might not be able to get one if you don't act fast.

Which is bullshit (it's all bullshit!), because a month after the frenzy dies out you'll be able to get the 5S with no problem at all. Notice also that they're not advertising numbers on the 5C right now because they don't want you to know how popular it is; they want you to buy the 5S.

Apple knows their fucking marketing.

It's the same thing with your emails. Put new stuff in your emails, stuff you have to be on the list to receive, and occasionally make reference to something and say "I guess that was only in the email." Make people run to get the email. Make them wait for the info. Make them stay on the list for an extended period of time before it comes through.

Well, "make" is a strong word. You create an incentive. That's the key element: an incentive. Your emails contain something worth trading the email address for, something worth staying on the list for, something worth being in the tribe for.

It's the same with your videos and images. The videos drive the traffic to the promotion because the promotion is worth seeing. The images drive social traffic to the promotion, because it's worth seeing. So, too, are the images - driving social engagement. Each level is worth joining because it has its own specific value that the other levels don't.

That's the real key to all of it. Having something new and fresh and different on each and every channel, so the audience wants to be on all of them. It's like trying to latch onto a harrow; if you miss grabbing onto one tooth, another will be along presently, and nobody even understands that reference in this day and age.

But that's the primary reason for the email - to deliver exclusive information. Maybe the E should be for exclusive. Hm. Systems evolve, you know. I may have to rewrite these posts in the near future.

Always evolve. Always improve. That's a key element of badassery: "good enough" isn't.

I'll talk about the last bit tomorrow, where we put it all together...