Holy shnikes do most TV ads suck.
I mean, they’re just awful.
You can lose IQ points just by watching them.
But, you know what?
There’s ONE commercial campaign that’s a persuasion masterpiece. A commercial so powerful, it’s beefed up sales in ways its competitors can probably only dream about, while making people tingle with excitement whenever it airs.
What commercial do I babbleth about?
The Dos Equis beer commercials.
Oh yeah, toots!
In fact, last year while overall imported beer sales were down 4%… Dos Equis sales were UP 22% (with sales tripling in Canada, even though it’s more expensive there).
How do they do it?
What’s their “secret”?
They give you an adventure.
In other words… these commercials don’t mess around showing a bunch of dorks hitting on chicks in a bar or whatever. Instead, they feature a man who is, well… interesting (“the MOST interesting man in the world…”)
All the women love him.
And all the men want to BE him.
Frankly, he’s so cool, he’s the life of parties he doesn’t even attend. Has awkward moments just to know what it feels like. And when aliens abducted him, they asked him to probe THEM…
Anyway, the ads are brilliant.
And, much of it’s because of this “adventure factor.”
They give you a dose of excitement.
And they let you live vicariously through someone cool (unfortunately for the Dos Equis dude, he’s SO cool, he has to live vicariously through himself…)
The result?
People BUY the product.
And not necessarily because it tastes good… but because they hope the Dos Equi man’s awesomeness will rub off on them.
This is the beauty of email.
You can give people a jolt of fun every day.
Something to look forward to.
And, a solution to their problems.
Anyway, something to think about.
A little adventure goes a long way in advertising.
To learn how to do this with email, go to:
Stay thirsty, my friend.
Ben Settle
