I’m talking about the online dating industry. |
I explored this thought while I was on my daily walk.
Like any business, online dating apps need single people to be using their services to make money. When someone finds a relationship, they lose two customers. So it doesn’t make sense, profit-wise, for these businesses to help people find dates that’ll lead to relationships.
So what do they do?
They try to keep you hooked for as long as possible by providing you an abundance of potential dates, which looks like a good thing on paper because you have endless options.
But this is where they break the marketing rule of selling one thing at a time, and it causes two things:
1. By having so many potential dates right in front of your face, it’ll get to the point where you experience analysis-paralysis and eventually, you end up choosing no one to date further.
2. Having a bunch of potential dates also causes you to continuously think, “What if there’s someone better out there?” It seems like a logical question, but all it’ll do is lead you down a never-ending path of searching for a “better person,” which doesn’t exist, by the way. And that leads to feeling a lack of commitment and the fear of missing out.
Some people might envy the “good-looking” people who’re able to get matches so quickly and easily on these dating apps, but I actually feel bad for them because they’re stuck in their own psychological trap and probably don’t even realize it.
It sounds like a scheme that’s well thought-out by the online dating companies, but it’s simply breaking one marketing rule and letting human psychology take care of the rest.
Of course, if you’re not in the online dating business, you want to steer clear of breaking the rule of selling one thing at a time because it won’t work out for you, especially if you sell through email.
Take, for example, Neville Medhora, the face behind CopywritingCourse.com. He gave me permission to use his story, so I will gladly do so.
He used to own an e-commerce company called House of Rave. It was a successful business, but it could’ve made a lot more money if he started emailing earlier on.
His first couple of emails resembled product catalogs, he showcased a bunch of his products, but they brought in no sales.
Then he took a different turn. With the help of his copywriter friend, he sent out a plain text email selling only one discounted product. And that product sold out in two hours.
Coincidentally enough, the email he sent out was no different than the emails I teach you how to write in How to Become an Email Titan, which you can buy using the link below.
About the author:
Ellisen Wang is an email copywriter and the author of “How to Become an Email Titan.” You can read the sample chapters of the book and learn how to write email copy that your subscribers will never get enough of and will make them want to buy from you by opting in at EllisenWang.com. When you opt in, you’ll also get daily copywriting, email marketing, and business tips sent straight to your inbox. If you don't want to optin, you can also read through the blog and listen to the audios for more marketing content and training.
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