[PL Part 6] Welcome to Sephora. How can I help you?

Previously on Project Luck…

[sp_font family=”Chunk Five” size=”20px”]Location:
Fashion Valley Mall, San Diego, California, one day ago[/sp_font]

As we walk into the store a very smiley, friendly-looking employee walks up and says,

“Welcome to Sephora! How can I help you?”

My wife, Lidia, walks right past the girl like she doesn’t even exist. Lidia hates helpful store employees. It’s the weirdest thing I’ve ever seen. She pretends they aren’t even there.

She claims she doesn’t ever need help and hates when those people “bother” her. It’s pretty embarassing. It’s so bad I’ve stopped going into stores with her. I just stand outside and wait.

Today I noticed something that fits pefectly into my lessons for you.

The smiley Sephora (high end makeup for all you lucky guys that never have had to deal with this) employee followed Lidia and started talking to her.

It was very profound because Lidia actually seemed to enjoy what the girl was saying instead of blowing her off and ignoring her.

I was outside watching so I couldn’t hear what was being said. All I knew was that this girl was getting my wife to listen and interact with her. Completely opposite of how she normally is with store employees.

And this was AFTER Lidia completely blew her off as soon as she came into the store.

I had to find out what the employee was saying that was so different this time. What in world could change my wife’s normal behaviour so drastically?

I walk closer to hear the exchange…

–Fade Out—

[sp_font family=”Chunk Five” size=”20px”]Location:
Winery in Temecula, California, a few weeks ago[/sp_font]


As we walk into the wine tasting area of the winery we see a very tall young guy walk towards us. He’s carrying a tray of wine glasses and a bottle of wine.

“Would you like to try our latest offering? It’s free of course. Our gift to you for taking the time to visit us today.”

Of course we agreed. We didn’t really like the free wine all that much and told the guy that.

The guy seems shocked and opens his mouth say something…

–Fade Out–

[sp_font family=”Chunk Five” size=”20px”]Location:
High end restaurant, downtown San Diego, last night[/sp_font]


“Where the hell is our waiter?” I ask my wife in frustration. She shrugs and wonders the same thing.

From the time we came to the restaurant we’ve been treated like crap. The waiter was extremely rude and seemed to be bothered that we were even there.

This is a really high end restaurant too. It’s not some dumpy hole in the wall.

Worst part is, they served my VERY vegetarian wife sausage in her pasta dish. This is AFTER the waiter “confirmed” with the chef that they could make her a vegetarian version.

Even worse, she found out it was sausage after eating about a third of the dish. Not good. She got physically ill. (No meat at all in over 15 years.)

Of course we complain but the waiter disappears…for 45 minutes. Seriously.

Then comes back with the bill without a word, and still charged us for the dish. Unreal.

–Fade Out–

Meanwhile back at Sephora I edge closer to hear what the friendly employee is saying to my wife.

“…no really, my skin is JUST like yours and I found that these two products made all the difference for me…”

[sp_font family=”Sketch Rockwell” size=”28px”]What she said next blew my mind.[/sp_font]


“But if you combine the MAC face cream I told you about, you will get even better results.”

(For those lucky men who don’t know, MAC is a competing makeup company to Sephora.)

This Sephora employee illustrated PERFECTLY what I’ve been trying to teach you. She connected with my wife by truly caring, sharing knowledge and even recommending a COMPETING product!

See how powerful that is?

She consulted with my wife for easily 20-30 minutes and Lidia said she learned so much cool stuff she’d never heard before. All for free. You think Lidia will come back again?

Hell yeah she will! She’ll even go in the store next time and ask for that helpful clerk BY NAME. Now THAT’S a connection.

[sp_font family=”Chunk Five” size=”28px”]Back at the winery…[/sp_font]


The tall winery employee apologizes profusely and offers to get us a discount on the paid wine tasting. He even says he will put us at the front of the line. No waiting.

We didn’t like the free wine so much but the experience was great and FREE. We then immediately did the PAID wine tasting and ended up buying a case of wine.

That one little step to be friendly and helpful made us WANT to give them money. (We weren’t planning on buying any wine.)

We still talk about how welcoming the winery was. (Can you say free advertising!?)

[sp_font family=”Sketch Rockwell” size=”28px”]Connection made.[/sp_font]


Back at the high end restaurant we had to complain AGAIN to the manager to get the sausage dish removed from the bill. Any other high end restaurant would have given us the meal for free. But not them.

We won’t be back. And we tell everyone how much the place sucks as often as we can. (Can you say BAD MOVE!?)

So the subject of today’s lesson is:
“How to EMAIL the right way to really sink this in forever”

I hear your question already. “OK Matt, those are great stories but what does this have to do with today’s lesson on email?”

Simple. We want to CONNECT to our people (traffic) and deliver HUGE value BEFORE they ever buy one thing from us.

[sp_font family=”Sketch Rockwell” size=”28px”]We can do this ALL through email. And automated![/sp_font]


We want our email autoresponder series to be EXACTLY like that Sephora store clerk. EXACTLY like the tall guy at the winery. And the exact OPPOSITE of the experience we had at the restaurant.

How do we do that? Again, simple.

Tell stories. Exactly like I’ve been doing with you all week. Teach something. Share something personal. Give a helping hand. Don’t ask for anything in return (yet).

Emailing the right way is THE most crucial piece in your funnel (after you did your research) because this is where you turn TRAFFIC into a tribe.

A tribe will follow you (and buy from you) forever.

Check out this video from Seth Godin on building tribes.

My buddy Andre Chaperon has the best course EVER on emailing. He taught me so much that I still use to this day. I’ve recommended it a lot and everyone loves it.

He teaches the exact method I use in my emails called a “Soap Opera Sequence”. Think of writing like TV shows are written. You’ve seen that in my email series this week.

If you buy through my link I’ll give you a special gift. I’ll give you a report I created to supplement Andre’s training.

That report teaches:

  • How to I come up with catchy story ideas that people LOVE
  • How to create killer headlines (simple shortcut trick)
  • How to create a killer cliffhanger in each email so your people will CRAVE the next email

To get my bonus you’ll just have to email me and give me your receipt number and I’ll send it to you immediately. Go here to take your emails to the next level.

In tomorrow’s lesson we start diving into TRAFFIC!

I’ll teach you how to get all the CONVERTING traffic you can handle for VERY cheap and sometimes free.

Next up. Facebook – How to get their traffic to convert like gangbusters.

Til tomorrow,
Matt “Yeah I Know What Sephora Is” Trainer

P.S. This series is all leading up to my new product called “Project Luck – How to create your own luck…at will.”

This product is the culmination of EVERYTHING I’ve learned in my entire Internet marketing career. I’m leaving no stone unturned.

From mindset to million-dollar business and beyond.

I’ll teach you everything in step by step format with idiot-proof checklists so you can truly create your own luck and success…at will.

More details on that coming soon.

Here’s what still coming in this email series:

PL Part 7 – WTF is with all the Facebook hype? Here’s how to really do social media the right way
PL Part 8 – How to scale out paid traffic and really crush it…consistently

See you tomorrow.

Did you do any research on your tribe yet? I taught all about it in the last lesson.


Matt Trainer

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Tiemen - May 25, 2012 Reply

If Lidia is European like myself, I can relate to your story as I’ve done the same to my American wife. We want to be left the hell alone when entering a store and will summon a store associate when we decide we need one.
It sounds snottier than it is, but that’s how we roll. 😉

ps: the same goes for servers in restaurants that “check up on you” while you’re chewing your juice center-cut filet. Yeah, that’s another leave me the F alone moment for us.

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