True story:
I sometimes do my work at the library.
When I’m not at home, it’s the only place I know I won’t be interrupted.
On this particular day, I had set up in the magazine section. It was deserted until one fellow showed up and started perusing the rack.
Then, suddenly, he fully (and very audibly) let one rip.
Just like that.
No “excuse me”.
Nothing.
It was only the two of us, and there was no chance I hadn’t heard it, but he simply went on about his business like nothing happened.
Funny.
Anyway, that brings me to today’s marketing tip.
As per my last email, I now offer email copywriting services.
And a very common objection is, “but Muscle, my clients don’t want to hear from me by email.”
Correct.
They don’t want boring, corporate, blatantly self-promotional emails carpet-bombing their already cluttered inbox.
Howevs, if the messages were concise, fun, engaging, and shared valuable info about a subject that concerns them, you bet your bottom dollar they’d look forward to reading them…
AND buying from them.
Let’s take a look at an example.
Now surely ATTORNEYS couldn’t use this type of marketing.
No, no.
Attorneys need to be taken seriously.
Here again, me thinks this is a symptom of what Dan Kennedy calls *marketing incest*: when everyone just looks at what everybody else in their niche is doing, and copies each other.
One voice in a chorus, drowned out by all the other voices.
If, on the other hand (and this is just off the top of my head), a personal injury attorney were to offer something like this, “Consumer Awareness Guide: 5 Things Everyone Should Know About Dealing With Insurance Companies” and follow up with two short emails per week in a conversational tone, sharing recent success stories or safety tips, or tips on how to read the fine print, all the while opening up about personal stuff and building the relationship…
Don’t you think said attorney would stand out?
Like the aforementioned flatulence in an otherwise quiet corner?
And who would the client call? Mr. Side-of-the-bus-guy, or their old friend Al, whose emails they enjoy?
Hey.
Sometimes what’s inside just gotta come out.
Keep your marketing DNA intact, and get more sales: schedule your email income consultation here:
Happy…ahem…well, standing out,
Conor Kelly