The tao of Stu
Published: Wed, 02/08/17
Once upon a time, I wrote in an “Email Players” issue about a powerful email persuasion formula I’d been using for years, but never saw it systematized before (just did it instinctively) embedded in the movie:
“The Tao Of Steve”
It’s “B movie” quality.
And, hokey at times.
But, if you look at it through the eyes of a marketer you can pick up some huge ol’ fatty nuggets of gold from it to use in your emails, blogs, podcasts, videos, articles and any other kind of selling.
One of which is the “Steve” vs “Stu” question.
Here’s the story:
The main character Dex is a fat, underachieving slob but who is also a master at swooping hot women anyway — and he ends up explaining to his buddy Dave his philosophy on being “Steve”.
Steve is the prototypical cool American male.
Like Steve McGarrett.
Steve Austin.
Steve McQueen.
Etc, etc etc.
Yet Dave is no Steve.
He’s kind of a dope.
Repulses women.
And, thus, does not get called “Steve” when he hangs with Dex and his other friends (as they all greet each other “hey Steve” when they hang out for poker — but only greet Dave with “hey Guy.”)
So Dave asks:
“Okay, so if I’m not a Steve, then what am I?”
Dex replies:
“You… You’re… a Stu.”
Stu being the exact opposite of Steve.
And guess what?
We got the same phenomenon in the marketing world.
The Steve’s make things happen.
They attract JV’s.
They attract customers.
And, yes, they attract sales.
The Stu’s?
Not so much.
(No offense if your name is really Stu, btw — keep it in context…)
They’re constantly struggling, have no long term plan, repulse JV partners away and never stop riding the “guru carousel” — falling for every goo-roo offer, lie and BSO (bright shiny object) launched by anyone with an identifiable name.
They never bother mastering the fundamentals.
Never stop being infatuated with nonsense.
And, thus, never win the game.
Eventually everyone must ask themselves:
“Are you a Steve or… a Stu?”
Steve’s have a solid base of repeat, happy customers.
Stu’s often have a string of jaded one time buyers.
Steve’s are bold, fresh and original.
Stu’s only know how to swipe, steal and never innovate.
Steve’s mainly study their market.
Stu’s mainly study “persuasion tricks.”
Steve’s have more JV offers than they can handle.
Stu’s are ignored by possible JV partners.
Steve’s are 100% non-needy with their lists.
Stu’s are 100% super needy with their lists.
Steve’s seek out ways to invest money to grow their businesses.
Stu’s only chase free and cheap.
Steve’s are players in business.
Stu’s are merely spectators in business.
(Eating the hotdogs and buying the t-shirts, while watching, judging, imitating and sometimes even heckling the players from the safety of their nosebleed seats in the bleachers.)
Be honest with yourself.
Are you a Steve?
Or a Stu?
If you’re a Stu it’s not too late to change your wicked ways.
You can begin by subscribing to “Email Players”, doing exactly as I command you to do while learning (and not straying), and implementing as rapidly as possible.
That’s easy enough.
If you agree, here is the link:
http://www.EmailPlayers.com
Ben Settle