A casual comment at breakfast

I’m going to take you on a little journey.

It’s based on a true story.

You’ll enjoy this if:

1. You want to see how to use storytelling in email marketing

2. You are a middle aged dude who is a little annoyed (and a little worried) about what it means to be middle aged.

3. You are starving for entertainment

Ready?

It happened on a random weekday morning.

About a year ago.

My wife and I were having breakfast. Nothing special. Just runny eggs and coffee with cream.

I was talking about my schedule for the day. Send some emails, get a haircut, walk the dog…

"Tell them not to cut it too short. It’s looking a little thinner in the back."

Time stopped.

“What?” I said.

“You’ve got a spot where it’s looking a little thin.”

There was a feeling in my chest that it took me a moment to recognize.

Ah, yes.

The Challenger.

Columbine.

9/11.

Judge me if you must, but my wife’s casual remark triggered the same visceral, physical reaction in my body as these other, admittedly more serious events had.

I excused myself and walked upstairs to our master bathroom.

I looked in the mirror.

From the front, all I could see was… well… me.

I fumbled through the drawer to find a small hand mirror.

I angled it to see the back of my head.

And there it was. Nothing dramatic. Just a spot where my hair was definitely thinner than I remembered.

The mix of fear and sadness I felt is embarrassing to admit.

Which quickly coalesced into pissedoffedness.

I got to work.

On the Google.

“Hair loss treatments for men”

“Best hair loss treatments”

“Hair growth for men”

What I found was a mixture of promises, lies, and snake oil. (Some FDA-approved, others definitely not.)

I found all the common treatments, natural alternatives, and some exotic, cutting-edge options.

Testimonials and reviews were mixed across the board.

Some caused incurable depression? Impotence?

Hell nah.

I dug even deeper, and uncovered something that should be obvious, but that no one was talking about.

(Some people were trying to talk about it, but their voices were often muted.)

Here’s a hint- just like most of modern medicine, conventional hair loss treatments were targeting symptoms, instead of correcting the underlying root cause.

(Because you can sell symptom treatment over and over. These companies think there’s no money in actually curing things.)

But buried in the research I found something fascinating...

A cellular mechanism that explains not just why hair thins...but also why it turns gray.

And more importantly, how both processes might be reversible.

Next, I'll share what I discovered about why conventional treatments like minoxidil and finasteride so often disappoint in the long run.

And I'll introduce you to the cellular energy crisis that's at the heart of almost all hair loss.

Talk soon,

Greg