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In the last few days of writing this newsletter, I realized something... I don’t really like my own emails.
They're full of lessons and principles that I don't fully understand...
Stuff I picked up from people I admire, or copied from a book.
But I never really lived it.
So I’m done with that.
From now on, I’ll write about things I’ve really experienced, or found interesting in my own life.
With that said.
Today's story is exactly that:
How I learned to trust a business... That I once disliked
It started around the New Year.
A mentor of mine referred me to this business.
He hyped it up, told me how great it was, so of course I got curious.
(For context: it’s an info business. The guy’s a copywriter, sells copywriting courses.)
At first, I was excited.
But the moment I read his stuff… I hated it.
The emails were long as hell.
Hard to read.
And at the end of every single one, he was even pitching me.
It annoyed the hell out of me.
Why?
Because he breaks every freaking RULE
His emails are so LONG, while everyone says, “keep it short, people have no attention span.”
His writing is heavy and tough to read, while everyone says, “make it simple and scannable.”
He pitches in every freaking email, while everyone says “give more than you take.”
And I thought: Man, this guy doesn’t get it.
But after half a year of being on his list...
I realized:
Yeah, he DOES get it.
He writes long emails because he only wants readers with enough attention span to stick around.
He’s always entertaining because... why not? Why should you read if you’re bored?
And he sells in every email because he’s not a CHARITY. He’s running a business.
(That's what I understand.)
The main point is:
There’s always a reason behind what looks like “rule-breaking.”
And in his case, it was all about positioning.
He doesn’t want everyone.
He wants people who will actually read, actually pay, and actually go deep with him...
(In short, smart and serious people... also handsome.)
And he built his business to attract only them.
This reminded me of that Payless experiment a few years ago.
Where Payless (yeah, the cheap shoe store) rebranded themselves as this luxury brand called Palessi.
They invited a bunch of “fashion experts” to a fake store, made it all fancy, put the same shoes on the shelf, and priced them at like $400 a pair.
And...
People bought them. And loved them.
Not because the shoes were better.
But because of how they positioned themselves.
That’s when I understood:
Business isn’t about following rules.
It’s about deciding who you are, acting like it, and letting the right people come to you.
That copywriter I once disliked wasn’t “wrong.”
He knew exactly what he was doing.
He wasn’t trying to win everyone over.
He was building his own world, for his kind of people
And maybe that’s the whole point. Not to follow the perfect formula.
But to own your way of doing business. And trust that the right people will get it.
Until next time,
Chayanon Sangkhamfan
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