True story:
After the first Top Gun movie hit the screens back in 1986, Ray Ban’s Aviator sunglasses…
(The kind Tom Cruise wore in that movie…)
…jumped 30% up in sales.
Not only that…
But Air Force recruitment shot through the roof as well!
The movie was so good at „selling“ the audience on A) How cool a lifestyle in the Air Force is, and B) How even cooler it can be wearing some Aviators.
Hence the selling POWER of stories.
There was absolutely nothing in the movie telling you to go buy a pair of Aviators… or to go join the Air Force.
(Nor was the movie sponsored/incentivized to promote either.)
No.
The story did all the selling.
Something that’s criminally underused nowadays.
Especially in this industry – where virtually every marketing email I see is some form of:
- „Payday Sale! Shop your favorites now ⚡⚡“
- „🚨FLASH SALE🚨: 20% OFF selected protein powders“
- „🚀🚀UNBEATABLE DEALS – UP TO 40% DISCOUNTS ON SELECTED PRE-WORKOUTS🚀🚀“
- „Save Big with BOGOF until Friday!!!
Just a sales pitch, after sales pitch, after sales pitch, after sales pitch…
I dedicated an entire chapter to this in my Book – Blind Spot #5.
Because I don’t just believe…
But KNOW, it’s an industry-wide Blind Spot.
How?
Well, aside from the fact that no person on earth – dead or alive – enjoys being shoved a blatant sales pitch in their face…
(Or in this case: in their inbox…)
I have also spent nearly a decade in the space of fitness/bodybuilding/supplements…
And I can speak from a consumer/customer POV (not marketing):
I haven’t bought a supplement ONCE… from any of those marketing emails.
Not a single one.
Ever.
(And I doubt that will change anytime soon.)
Does this mean I speak for all people? Am I implying NO ONE is buying from the standard transactional supplement marketing emails?
I am not, in fact:
I even outright say this in my Book…
But the kind of people that DO buy from blatant sales pitch marketing emails?
They’re the „Hyper-Buyers“.
They’re the 1-5% of people in every market/industry/niche.
They’re the people who have such a strong – borderline irrational – demand for your products…
… that all you have to do is put it in front of them, and they’ll demand you take their credit card.
They’re terrific people to have as customers.
You can even make a lot of money and build a business of substantial size just piggybacking off of them…
But the fact of the matter is…
You’re alienating the other 95%.
i.e. the “non-Hyper Buyers”:
- Who are more skeptical…
- Who need to be convinced more…
- Who need to be sold more on you and buying from you specifically…
They’re the crowd that doesn’t buy off of „🚨FLASH SALE🚨: 20% OFF Selected Protein Powders!!!“
But they WILL if you „disguise“/“camouflage“ your sales pitches.
And the best way to do that?
Through stories.
There’s a reason why I named my email methodology „Email Storyselling“.
That reason being – if it isn’t clear enough already – is just the sheer power of using stories in marketing & email marketing.
[Part of this email’s content has been removed from this Email Echoes version of it.]
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