Allow me to introduce you to the Tim Tam Slam.
(Aussies up the back, pipe down please. This lesson is for our international students.)
The Tim Tam Slam is a grand Australian cultural tradition.
It stretches back to the days when wild kangaroos ruled the continent, and the Man from Snowy River was still just the Kid from Snowy River.
To perform a Tim Tam Slam, you need two things:
- A glass of milk; and
- A Tim Tam.
Wait … what’s a Tim Tam?
Why, it’s only the most wonderful confection ever invented.
It’s a rectangular Australian biscuit (er, sorry Americans, “cookie”) with wafers of malted biscuit, chocolate cream, and a coating of textured chocolate.
Or to use the technical Australian term … it’s “bloody delicious”.
Anyway, the way the Tim Tam Slam works is that you take a Tim Tam … bite off two opposing corners … and use it as a straw to drink your milk.
The milk runs through the Tim Tam and soaks up the flavour.
And it tastes great … if you get it right.
See, the trick is to use the right amount of force when you suck the milk:
Enough that you actually get some milk out of the glass (it’s quite hard) …
But not so much that the whole thing collapses in a soggy mess.
If you can get your hands on a packet of Tim Tams, I recommend trying this grand Australian tradition for yourself.
So, there’s your Aussie cultural lesson for today.
But it also doubles as a good lesson in how to market to your customer list.
Think of email marketing like a Tim Tam Slam:
You have to apply just enough pressure to get the milk flowing by selling to your customers regularly. Otherwise you’ll go broke.
But overdo it — or sell in the wrong way — and your customers will get mad and unsubscribe, the whole thing will collapse, and you’ll end up with a gooey mess in your hand.
Or, to use another technical Australian term: “it’s a bloody disaster”.
If you struggle with getting this balance right, you’d best bring on an Australian.
(After all, they’re good at this sort of thing.)
So if you’d like to work with an Aussie who happens to have the dual skills of Tim Tam Slamming and email marketing …
To use the technical Australian term: “it’s a bloody good idea”.