The other day, Netflix had graciously bestowed upon me one of the greatest 80s movie classics.

Kickboxer with Jean-Claude Van Damme (JCVD).

It's so campy, yet so amazing.

And there's a great marketing lesson for you to learn from this movie.

Let's be honest, as much as I respect and admire JCVD, he's probably not one of the world's great actors.

But, his legacy cannot be understated!

I mean, come on, Brussels has created an actual statute of him.

And that's the thing:

When it comes to writing great sales letters … or sales emails … or content in general, you don't necessarily need to be the world's great writer.

You do, however, need to master “your thing.”

For example, JCVD's “thing” was his martial art.

He was world-class (and still is).

And because he was so great at “his thing,” he used that skill to essentially create his acting career from the ground up by doing what he was great at.

Likewise, in business, “your thing” should be helping your clients better than anyone else in your market.

You offer them a service as nobody else can.

You offer them a result as nobody else can.

But, you still need to be able to sell.

If you can't sell your product or service, how are you supposed to help people?

Short answer: You can't.

Plus, if you've hit an invisible revenue ceiling, you need to learn a new set of skills.

And, in my very biased but very accurate opinion, the best thing to learn is how to write simple emails designed to sell your product.

In fact, a couple of years ago, McKinsey & Company conducted a study that revealed that email is a significantly more effective way to acquire customers than social media.

Not only that:

Clients who bought products through email spend 138% more than people who don't get email marketing offers.

The question is this:

How do you develop this skill of writing emails people love to read … and … emails that are strategically designed to sell something without feeling spammy?

Here's one way:

Assuming you already have an email list, a simple way to do this is by telling stories.

Most companies treat their email marketing as an opportunity to fill said email with 10 thousand different offers and more “BUY NOW” buttons than Donald Trump has tweets that offend people.

Instead, focus on telling stories.

For example:

  • Tell a story about one of your clients and how their life changed from using your product
  • Tell a story about something you learned
  • Tell a story about something you experienced
  • And the list goes on

Do this, and your email marketing will immediately stand out from the dozens of emails that people immediately banish to the desolate spam folders.