I’m going to ruin your favorite movies and TV shows by revealing a string of marketing lessons hidden in them.
For your own good of course.
Right now you want to craft an original powerful message, but did you know the answer is hidden in plain sight.
What you’ll learn next is how to pluck them out of thin air and put them to good use, i.e. improving your bank account so you can sustainably help the people you love to serve.
At the very least, this week you’ll have new fodder for awesome subject lines.
(Noticed the ones you’re using and they aren’t curious and captivating enough.)
The lesson to focus on: People act on emotional logic, and justify it with rational logic. Speak to your prospects emotions first and they’ll do the rest for you.
Like in the beloved The Shawshank Redemption.
Number one film on most top list, so I’m presuming you’ve seen it at least once.
No stinky spoilers here either way. 😉
It’s also timely because there’s some helpful tax advice here, if you’re married.
(I know right!? Full of freebies today.)
Remember this scene on the rooftop?
Listen to Andy’s one-line pitch at 1:40.
He asks a question that really cuts deep at one of the guards, but will also earn the guard an awesome tax loophole banking him $35K.
What’s your one-line pitch that rattles your prospects cage so much they want to fight you and pay you to prove it?
You already have a technique, program or product that’s different from others, and you can frame it in a similar way.
For a dating market, of course you could say: “Find a new man in 6 easy steps.”
Booooring!
Anyone can write that, and they do, every day in tabloids on grocery store checkout racks.
Hard to standout when you follow the herd.
Plus it’s more trouble than you’d imagine.
You won’t get quality customers with it, which you know is important to you.
Women who respond to this aren’t interested in the kind of transformative love they can find with someone they can grow old with.
Someone only a specialized dating coach could help you find. The kind I coach I would work with.
How about saying something like: “Are you ready to forgive yourself for the breakdown of your last relationship?”
Second option is more challenging to the reader, the wrong women will be turned off by it. Good!
However, it resonates with the woman who wants lasting love the next time around.
In this case, women who want a trusting new relationship don’t need tactics. Naw. They already “know how” to find a man. We’re not exactly hiding or keeping to ourselves. No more so they’re looking for understanding and support about their hurt past. So they can move forward.
They want, nay, need forgiveness. An emotion (hint-hint) worth addressing upfront in your message.
(Make sure your copywriter thinks strategically like this, and knows this stuff. Most don’t! Makes me sad.)
Remember don’t make it about the logical obvious factor, find the sweet spot your competitors aren’t already blabbing about.
Watch the scene again, it’s chock full of marketing insights, negotiation tips and smart selling techniques.
More obvious is– how to write a sales letter your best customer can’t say no to in 100 seconds or less.
Note that the guard is the ideal customer, and Andy is you.
– Andy listens first before opening his mouth. He studies his customer to understand his hopes, fears and biases.
– Andy asks a question first. He forces the guard to talk more and reveal his true concerns so he can speak to them instead of assuming he knows better. (Concerns he notices: Is this a con? How do you know what you’re talking? Do I get to keep ALL of it?)
– Andy answers all the questions. Using supportive facts that are easy to double-check. No need to ask for more clarity or facts.
– Andy let’s him know he can look it all up on his own time. Notes all the free ways he can learn what he needs to know, while only teasing at how he can skip that process altogether (by hiring Andy).
– Andy lists the overwhelming process to have it done by a team. Demonstrates how much not knowing this information is already costing him.
– Andy makes his offer plain, and confidently. He says what he needs in compensation and what he’ll deliver.
– Andy now makes logical claims. He justifies his own rate and why he choose it. Even adds the icing on the cake of a line, “in my opinion… Sir.” (very clever)
Boom!
Andy makes a sale in record, death-defying fashion.
He plays high stakes. As should you. You’re worth it.
You’ve done an elevator pitch, but have you ever done a 6-story drop pitch like this?
The Shawshank Redemption is about inner strength in spite of oppressive adversity, in the form of man and systems, something visionary leaders, like you, understand all too well.
Even though he looks weak, Andy always has the upper-hand.
Great movie.
So… all your customers choices begin with emotional decisions first, that they justify with logic second.
When your marketing is strong, you never have to sell a thing.
Only takes one good question like…
“Do you trust your wife?”
Right words. For the right person. At the right time.
Sounds like a hell of a subject line or hook to grab your attention and attract the right crowd. Doesn’t fit my audience though.
Maybe it’ll work for you?
We can also chat for 60, to flesh out your one of kind message. One no can steal, imitate or guarantee like you can.
Tuesday February 9, I have only 5 spots left to craft your strategy so it passes the Shawshank rooftop-drop test.
Talk with you then.
Be well,
Max!
P.S. Did I ruin your favorite characters and stories today?
How bad is the damage? We still friends?
How about this, you choose the next movie, TV show, stage play or book. Send it by 7 PM your time and I’ll send it tomorrow (Thursday at 11:11 AM).
I’d love to have you stump me publicly {your name}.