Check this out:
I happen to be facebook “friends” (500+ of my closest friends are on facebook) with several bartenders. I don’t know if this is coincidence or if I simply have a drinking problem. But something I’ve noticed is these men and women are always trying to rally people to their respective bars on the nights they work. Which is smart, as the more people that come out, the more who will pay them tips (assuming they’re not a bunch of cheap skate customers, of course).
Bartending is TRUE selling.
Anyone who works for tips is a REAL salesman in my very humble (but always accurate) opinion.
They have too many bad days, they don’t eat.
But, you know what I’d do if I was a bartender?
I’d still tell my flakebook friends when I’m working.
But, I’d also use email.
(Does that shock you?)
In fact, if a bartender did the following their problem would not be a slow night… it would be trying to manage ALL the customers trying to get to the bar, even on nights that are usually dead.
Anyway, here’s what I’d do:
1. Build a list of LOCAL beer, wine and spirits connoisseurs.
(Easily done with Adwords and local PR)
2. Mail that list daily (shocked?)
3. Segment the list by interest (beer drinkers, wine snobs, etc — these two types of people don’t exactly speak the same language)
4. Mail each segment daily about their passion:
Whether it be wine.
Or beers.
Or foods that pair with each.
Or unusual stories behind certain beers or wines.
Or how to pick up chicks at bars.
Or… or… you get the idea!
And, yes, I’d tell them every night I’m working and think up some kind of “excuse” to get them into the door (whatever the specials are, happy hour, etc)
What would happen?
Well, I don’t have a crystal ball.
But… I suspect said bartender would become like a celebrity.
Kinda like Dan Kennedy’s Giorgio client.
People would come in just to chat with him/her.
And, feel *privileged* to do so.
(That whole social proof thang — when the bartender is so popular, and has that “celebrity” appeal, everyone wants his/her attention, well…)
So simple.
So easy.
So… profitable.
But, here’s the catch:
They’d have to know HOW to email right.
In a way people like reading.
And, yes, like buying from.
That’s where “Email Players” swoops in.
First, your subscription comes with a book (“The Email Players Playbook”) which outlines my system step-by-step — and shows you how to implement the information (in other words, I don’t get you all dressed up with nowhere to go).
Then each month you get ongoing training.
You see the emails I’m using.
You see WHY they’re working.
And, you see HOW to apply the same concepts to your emails.
You also can ask me unlimited questions (by email) and, if you’re the freelancing sort… you get first dibs on leads people send me every once in a while.
Alright bartender, enough.
October issue goes to print tomorrow.
It’s chock full of goodies.
Including a bonus on email retargeting.
But happy hour is ending.
So get it here while you can:
Ben Settle
