Wednesday, September 26, 2012

Bad NFL Refs. Great Marketing!

Last night, I got an email with this headline and HAD to open it:

Hate NFL replacement referees? Benefit with this special promotion from Daren Steneman at Da Vinci Restoration

Now, I didn't think I needed furniture restoration ...

... but because the NFL replacement referees have been ALL OVER the news the last few days, following their nationally televised debacle on Monday Night Football, the subject of this email cut through the clutter and got my attention.

So I opened it.

Now. Two questions for you:

1. How intriguing are YOUR email subject lines? Or the headlines on your web pages, sales letters, or postcards?

If they don't grab readers by the eyeballs, like Daren's headline, answer question 2 ...

2. What stories in the news can you tie your promotion to?

There's a very old copywriting trick from Robert Collier that urges you to always join the conversation going on in the mind of your prospect. The news gives you a boatload of opportunities to do this every day. FREE.

In the past, I've done hugely successful promotions tied to these news stories:
  • monthly unemployment numbers
  • the presidential debates
  • the U.S. Central Bank
... to name, but a few.

In Daren's case, although there are several things about the language of his promotion that I would change, he got the big idea RIGHT. He got attention by entering the conversation going on around the water cooler of every office in America that has 2 or more men in it.

Did he lose out on a few female readers? Probably. But his response to this will more than make up for that, I suspect.

Here's a portion of Daren's email ...

If you want to read the rest of it, click here.

Meanwhile ... if you want to put an end to "feast-or-famine" syndrome in your business, grab your free Client Cloning Kit here.  

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