It took me a long time to realize that the clothes you wear to conferences REALLY matter.
For example…
Back in the day when I went to events, I dressed like your typical internet marketing bum.
Which meant I wore an old t-shirt…
Gym shorts…
And sometimes even sandals.
To me this was a smart idea.
Cause it showed everyone that I had the freedom to wear whatever I wanted.
So that’s what I did.
And I naively did it for a number of years…
But about 6 years ago I had a breakthrough that completely changed what I wore to events.
And this breakthrough came from my mentor, Dan Kennedy.
Dan was doing an event on “high fee coaching” and he mentioned that when he used to sell from the stage he would actually split-test the suits he wore to see if they affected his sales.
After enough tests, Dan realized that when he did NOT wear a tie, he’d sell about 15% less stuff on average.
I remember hearing this and a lightbulb went off in my head.
“If he sees that big of a sales drop from wearing a tie vs not wearing a tie, I can’t imagine how much wearing shorts and tshirts is hurting me”
I wasn’t specifically selling stuff from the stage like Dan…
I was just going to events as an attendee.
However…
Same rules apply.
Anytime you’re at an event, people make split-second decisions about you based on what you wear.
A guy in a suit is automatically more trustworthy than a guy in shorts and a tee.
And in an industry full of frauds and fakers…
This is important.
Personally I noticed a huge difference in how people treated me when I started dressing better at events.
They took me more seriously…
They looked up to me as an authority…
Think about it…
Who’s dressed the best at events?
Guys like Ryan Deiss, Dan Kennedy, Kevin Harrington…
I.E. all the most successful people.
Which is why I’m a big believer in doing the same.
So if you take just one thing away from this email, it’s that you should dress better at events.
It works for business owners…
It works for copywriters.
It’s a simple way to get people to trust you and take you seriously.
Keep that in mind…
– Justin
P.S. – At our next mastermind in February, I’ll prolly be in my shiny blue suit again.
So if you want to hang with me for 2.5 days…
And soak up all my latest marketing secrets…
Then make sure you apply for a ticket at the mastermind right here.
If you want to hear more from Justin, he has a private email list for top marketers, copywriters and business owners. To apply to be on the email list simply click the button below that says “apply now”.
