Here's something I probably never told you.
I spent my 21st birthday getting qualified to carry a rifle. In Air Force Bootcamp.
I spent the next 2 years climbing the logistics ladder in the Air Force Reserves. If you're not familiar with the reserves, it's like working part-time for the military. With opportunities to go full-time. I did a few full-time logistics stints during this time, 90 days here, 2 weeks there.
After my first 2 years, I voluntarily signed my first, year long, full-time contract. As a cop in the Air Force.
Being a cop was totally different from working in logistics. There were a lot of good times. And a lot of times that didn't seem good in the moment.
When I worked in logistics, it was almost always an 8 hour shift. And some days if we got our shipment or troops out early, we took the rest of the day “off” and on call if needed.
As a cop, it was always a 12 hour shift + an hour to get our weapons before shift + an hour to turn in our weapons after shift. And I don't think in 2 years we ever had a week where we weren't called in on at least one off day. Technically, we were always on duty 24/7.
But the shifts and the type of work weren't even the most dramatic difference.
It was the people.
In the Reserves, I worked with guys who had outside jobs and businesses. They lived in the “real world” outside of the military.
As a cop, I worked with guys who had been in the military their whole adult lives. They didn’t know much outside of being a cop. They even did things that wouldn’t fly in the military, outside of being a cop.
I’m talking things that outsiders might call hazing.
And a lot of them loved it.
I was so confused.
I’m NOT confused anymore though.
To them, it was everyday life, their normal way of living.
So when a new request was made that seemed strange to us “outsiders”, the cops that had been there since they were 18, bought into it fully, no questions asked.
It was their way of life.
And it didn’t take much to sell them on something that was normal to them.
Speaking of normal…
Did you see the $100 Golden Doughnut post and the $100 Golden Coffee Mug in the Email Copywriting Corner?
It may not seem normal to sell a donut or a mug for $100, but somebody is buying them. Because in their mind, it’s what makes sense.
How can you make what you sell “normal” or “make sense” in your potential customer’s mind?
May I suggest consistently "setting his thermostat" with compelling email marketing?