My subject line today was the original title of Tim Ferris’ famous book, The Four Hour Work Week.
Not surprisingly, the publisher said “no way”.
So Tim took it to the court of public opinion.
He used Google Adwords to split test book titles, and thus landed on the phrase that would ultimately brand the book’s cover.
And, sho ‘nuff, the book was a runaway best-seller.
Similarly, here’s a little-known way to probe and uncover your customers’ most fervent appetites.
Watch your open rates.
I don’t mean obsess over them, like some folks do.
I’m well aware there are those who would cast doubt on the accuracy of open rates (Android phones have HTML turned off by default, they say).
And your open rates will vary with the tides. If you add a lot of new subscribers, or start emailing more frequently, they’ll most likely go down.
I don’t care about all that.
I do think they’re useful as a relative measurement.
Other things being equal, when a subject line gets a higher-than-usual number of opens, there’s something to it. It may even be the smoke that hints at a wildfire of hot, flaming desire in your market. Not only can you reuse or recycle it, but it can help inform other marketing decisions as well.
Allow me to demonstrate.
I had a client in the women’s fitness niche who told me her highest ever open rate was for Do You Want to Look like a Fitness Model?
So I said, “Run it again”.
And guess what?
In theory, what could she do with said knowledge?
Just off the top of my head (and this all should be tested)…
*Add “Look like a fitness model” as a slogan to her business cards
*Use that same question on flyers, postcards, and in other print advertising
*Test variations of the same in her Facebook or Google ads
*Say these words when talking to prospects on the phone or when meeting people face to face at a luncheon
*Take it a step further and create an 8-week program called Look Like A Fitness Model and sell it to her subscriber list
The point is open rates can be valuable intel.
When you know the words that make your market’s eyes light up and their mouths water, your messaging becomes tighter and more impactful. You’ve got the right “drug” to get ‘em hooked on you.
This all can sound a little complicated if you’re new to it.
Would you like me to handle this “marketing stuff” for you?
Book your stress-free brainstorm call to see if you’re a fit:
Discover your fun and profit (although perhaps not your 4-hour work week)….
Happy Drug Dealing,
“The Muscle” @ Marketing Muscle