What hope of success does a marketing email – like the one below – have?
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Unlock 10% Off On Our Hottest Proteins Today! 🛒
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That’s its subject line – there’s no need to show you its contents since you can already deduce what it’s about.
(It’s a something something… sales – something something… pitch.)
Well…
Perhaps a counsel with one of Robert Greene’s books – Art of Seduction – will prove instructive:
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Try to persuade a person by appealing to their consciousness, by saying outright what you want, by showing all your cards, and what hope do you have? You are just one more irritation to be tuned out.
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It’s pretty clear what that email wants:
A sale.
A purchase. Your money. You pulling out your credit card…
…and putting it into an order form online.
A few years ago, I heard a pretty big sales trainer – his name eludes me at the moment – say how most people you will ever come across…
Are like this huge gelatinous blob of humanity on the couch, snoring…
…not wanting to be woken up…
…not wanting to move…
…and sure as HELL not wanting to get off that couch, trot over to their wallet, pull out their CC, and type it into an order form.
So selling this guy?
The HARDEST job in the world.
How do you make this job easier, though?
Tasering him.
Blasting him with some kind of a shock.
What’s so jolting about a “Unlock 10% Off On Our Hottest Proteins Today! 🛒”?
Hardly anything.
IT IS to a certain small percentage of the crowd…
That crowd are the Hyper-Buyers.
They’re the 1-5% of people in every single market/industry/niche, they have such a fervent demand for the product [supplement] you’re selling
…that you need only put it in front of them to pull out their CC and buy.
(They’re like fish who are so hungry they’ll bite even if the hook is empty.)
They’re cool people because you can get them to buy by doing… well… anything really.
They forgive a lot of marketing sins – you can get away with emails like the above with that crowd…
But as I said:
That crowd is very small.
They represent merely 1-5% of the overall market for sports supplements.
The rest?
The rest need to be tasered.
(Otherwise, they just tune out – at best – and delete/spam report your email at worst.)
When I was developing Email Storyselling…
… I always kept in mind to make it the mother of all stun guns.
[Part of this email’s content has been removed from this Email Echoes version of it.]
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