The team and I sign-up for almost every marketing email list we can find.
Why?
Well besides keeping an eye on the competition, it also allows us to improve our business by learning.
Yes, we read and buy a lot of Internet Products.
Today we spent about an hour discussing one particular big launch.
Like any “mastermind group”, our conversations are part philosophical, part scientific, part motivational, part rant… OK, so you get the idea.
In particular one of the launch emails caught our eye.
Not because it was good but it was BAD.
Instead of dismissing it, we analyzed what we disliked about it.
Here is a summary of our findings.
- The email subject line was factual (no benefit).
- The email copy was hype.
- There was no engaging story to read.
- The case study was tedious.
An example of, “Toxic Marketing Syndrome”.
Basically, if your marketing is a “snoozefest” you won’t get people to read about your product and hence fewer if any sales.
The solution is;
- Tell a great story
- Weave in benefits with real-life examples
- Keep the reader and potential buyer guessing
- Use video, lots of photos (before and after examples)
- Be different!
Now, maybe next time I should record our conversation – it can be an education all by itself!
Later, Michael.