In today’s Drop Dead Copy video session:
00:15 – Most people get attention WRONG.
00:26 – People think any attention is good attention.
01:21 – Any attention is NOT good attention.
01:46 – Get the attention of the people that count.
01:53 – Tell people what they’ll get from opening the email, thread, or reading the sales letter.
02:18 – Clever, catchy, entertaining… it’s all beside the point.
03:06 – I want the attention of people who my product can help. The rest, I don’t care about.
03:22 – When I write copy, emails, sales letters, it’s about how to get the attention of the people that count.
03:39 – Never try and be clever.
04:07 – You want targeted, specific attention. That’s the secret of marketing.
You make a good point.
BUT
Regarding autoresponder emails, you have already targeted your audience. So if you have a “get skinny with juice” list, can’t you be as clever as you want? You are competing with their other lists after all, and you know your email will be applicable because they’re all juicing fatties, right?
Same rules apply. Write for the people who have the problem you solve (the fat people who want skinny juice). Forget the rest. The point is that clever is beside the point… it’s irrelevant.