The other morning I saw a clever email subject line I had to swipe. It said:
"It's Time to Switch Fan Directions."
If your not from a part of the country that experiences the four seasons, that phrase might not click.
A quick (and probably needless) explanation: Ceiling fans have two directions...
In the summer, you want the air blowing down to cool you off. In the winter, you push a switch up to reverse the direction. So the air gets pulled up and keeps the warm air circulating in your room without blowing cool air on you.
The subject line got me to open the email because it doubled as a public service announcement. I knew it was coming from a company that sells things, but I still wanted to see what they had to say.
It turns out they were actually suggesting it's time to switch out my ceiling fan for one of their new styles. But I still subconsciously appreciated the reminder.
...And I went home and made sure all our fans are switched over for the winter.
But I'm not selling you a fan.
My tip for you today is to consider switching the direction of your marketing.
Zigging when everyone else is zagging
Now, I'm not suggesting you start from square one on your entire marketing plan. I know that's not realistic or doable.
But what you can (and should) do is look at one piece of your marketing at a time.
By reading my email tips, you're getting some better ideas on how to market to architects. One tip at a time. So you're getting a little better with each email. (...and if you've missed any, be sure to check them out on the blog - www.suttoncopywriting.com/blog)
Keep developing your marketing and connecting strategies for that target market. I'm here to help you make those stronger.
But... Are there other target markets you also need to reach more effectively? Is there some marketing channel you're not seeing the best results from?
You need to always be looking for fresh, new ways to market your product or service.
Of course, if an ad or marketing message is working and you're getting the response you're expecting - by all means keep using it until it starts to slump.
But if it's not carrying it's weight anymore - switch things up. Change directions.
Don't do what everyone else is doing, or the way you've always done it. Just for the sake of doing it.
Look for ways that excite your prospects. Something to break through the monotony of everything else they're seeing.
And look for marketing that excites YOU and your sales team. That's one of the best pieces of advice I've seen lately...
What's the best type of marketing your business can do? The best method? It's the one you'll actually do.
Until next time...
Make it a great marketing day!
P.S. Here's another quick copywriting tip...
At the beginning of this post, I mentioned "swiping" a headline.
If you're not already doing this, I highly recommend it.
As a copywriter, I'm always looking for inspiration from words and phrases that capture my attention or persuade me to take some action. You need to do the same. Create a swipe folder to drop emails that you like. Jot down any ads that capture your attention.
But don't copy them word for word. That's not cool. Use them as a generator to take the idea and mold it into your product or service.
Below my monitor I'm looking at right now, I have a Post-it note with the following phrase from Susan Sontag's book, At the Same Time: Essays & Speeches. "Love words, agonize over sentences, and pay attention to the world."
This simple phrase reminds me to keep my eyes open. Feel free to take it and use it as your own reminder.
I'm a proud, card-carrying word nerd, and I'm here to help you if you're ready to "switch directions." Just hit reply and let's start making your competition sweat!