How to turn garbage into emails<\/p>\n
Once upon a time, I was challenged to turn anything into an email.<\/p>\n
On the spot.<\/p>\n
Without time to think, plan, or even so much as ponder.<\/p>\n
The copywriter I was hanging with and I were at a McDonalds at the time and they said, \u201cokay smart ass\u2026 turn that piece of trash on the ground into an email for this client!\u201d This person\u2019s client had a salon mall, and his emails were selling hair stylists on renting a space there.<\/p>\n
On the spot, said:<\/p>\n
\u201cEasy, 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\u2019s 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\u2026 yada yada yada\u2026\u201d<\/strong><\/p><\/blockquote>\n
Anyway, you get the idea.<\/p>\n
Very easy to do, if you train your mind for it.<\/p>\n
And guess what:<\/p>\n
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 \u201cpressure.\u201d<\/p>\n
It\u2019s not run yet, so I can\u2019t say how well it\u2019ll do.<\/p>\n
But, it\u2019s in the back of the August \u201cEmail Players\u201d issue.<\/p>\n
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\u2019t seen before (certainly not from the gaggle of swipers laying in wait who haven\u2019t an original thought since conception). If you\u2019re wise enough to subscribe before it goes to the printer in time to get it\u2026 or if you are already subscribed\u2026 don\u2019t copy it obviously.<\/p>\n
Only dumbos do that.<\/p>\n
Instead, let it influence your thinking.<\/p>\n
Expand your mind.<\/p>\n
And, get you thinking of email at a deeper level than anyone you compete against \u2014 which is not that hard to do anymore.<\/p>\n
Here\u2019s where to subscribe before it goes to print in a few short days:<\/p>\n