How to turn garbage into emails
Once upon a time, I was challenged to turn anything into an email.
On the spot.
Without time to think, plan, or even so much as ponder.
The copywriter I was hanging with and I were at a McDonalds at the time and they said, “okay smart ass… turn that piece of trash on the ground into an email for this client!” This person’s client had a salon mall, and his emails were selling hair stylists on renting a space there.
On the spot, said:
“Easy, write an email about how you were in McDonalds and saw some trash on the ground, which made you think twice about eating there. And it’s the same with salons. You might be shocked how much salon business is lost by something a simple as a piece of trash tucked away in a corner. At our salon mall we have cleanliness standards… yada yada yada…”
Anyway, you get the idea.
Very easy to do, if you train your mind for it.
And guess what:
I recently wrote an email for a Golf business I am a partner in where I was given a similar challenge to turn something that, at a glance, has nothing whatsoever to do with golf, golfers, or even swing a stick on the spot, under the same “pressure.”
It’s not run yet, so I can’t say how well it’ll do.
But, it’s in the back of the August “Email Players” issue.
And, just reading it can give you an idea of how to do this for any market, using ideas that are bold, original, and that your market hasn’t seen before (certainly not from the gaggle of swipers laying in wait who haven’t an original thought since conception). If you’re wise enough to subscribe before it goes to the printer in time to get it… or if you are already subscribed… don’t copy it obviously.
Only dumbos do that.
Instead, let it influence your thinking.
Expand your mind.
And, get you thinking of email at a deeper level than anyone you compete against — which is not that hard to do anymore.
Here’s where to subscribe before it goes to print in a few short days: