A worldwide, business choking, cashflow stopping, phenomenon.
What is it?
Quality products and services represented by weak mediocre ideas and thoughtless boring writing.
Case in point -
The following email from Tom Hixon (The world's finest meat, delivered. That's their labelling, not mine)
The Black Label Argentine Rioplatense beef is a cross between Hereford and Angus cattle, which are world renowned for it's consistency and delivering exceptional textures and flavours. Save up to 53% off today.
The cuts benefits from the natural skill of our Argentine producers, who ensure that the cattle live a tranquil and relaxed lifestyle through their careful efforts. As a result, the beef is incredibly tender.
Now if you're emotionally salivating over that descriptive ad copy and are ready to order, then you probably need a bunch of tablets.
The best part of that email ad promo?
The picture of the product. (No. Stop. Do not lick the page!)
The picture renders all that copy, ineffective and unnecessary.
Now what if we were to lead the email with that picture first, and then revamp the ad copy, what kind of effect could that have?
Let's experiment:
Hi Raja
Thinking of calling a few friends over?
You might think twice about it once you realise the artisanal Argentine farmers who've raised this spectacular cattle (that are a cross between Hereford and Angus cattle), have you and your gloriously greedy taste buds in mind when they created this spectacular offering. But go on, why not celebrate the delicious Black Label Argentine Rioplatense beef today with friends and family.
Make no mistake - you and your beef will be the talk of the evening!
And the exciting thing about it? Get 53% off the normal price of this sensational beef. But you need to act right now to secure your lavish savings because this flavoursome Black Label Argentine Rioplatense beef isn't going to be hanging around for long.
Go here, order now, and start planning that amazing, intensely appetising, unforgettable meal.
And please, do not send any pictures of you and your guests licking your plates clean... we've enough of them already to fill an entire wall!
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Note any differences?
Well, adopt, adapt and use them for selling and promoting your products and services.
Now what's the BIG money-making lesson here for us all that'll help businesses grow and scale?
To fuse ALL our communications, promotions, campaigns, ads, emails... with the kind of energy, entertainment, salesmanship and engaging readability that compels curiosity, readership, engagement, consumption and... sales.
Are you catching on that your communications ARE your business's currency?
And that means... your communications are an asset you'll want to continually refine and develop because not only will you make more money, it'll stand you and your business far apart from all others in your business category who are most likely numbing readers and customers into dull mental submission!
