The other week I finished a sales funnel job for a client.
It was selling a course for anxiety sufferers (which, it turns out, there are a lot of right now, in the current global climate).
And one of the emails I wrote had this subject line:
“How to use a tennis ball to stop a panic attack”
Now, my views on subject lines are fairly controversial (more on this in a future email, maybe).
But I like this subject line. Because not only is it practically irresistible to someone who suffers from panic attacks … but even people who don’t are like, “I wonder how you can do that?”
So why does it work?
One word: dissonance.
People expect the solution to a panic attack to be either mental, or medical. A tennis ball is neither.
Thus, inserting the “tennis ball” into my subject line created a dissonance that didn’t “gel” with the reader’s expectations.
This tip works great for bullet points on your sales page too, by the way.
Then again, maybe none of this subject line business even matters.
(Oops, I said I’d save that for a future email … )
Anyway, enough teasing.
I know what you really want to know after reading this:
WHERE did I learn this trick for using a tennis ball to stop a panic attack?
Well, I picked it up in my market research. It was basically like someone handed me the email almost-written on a silver platter.
And if you’d also like to know how to ‘steal’ emails from the target market, you’d better register your email for an early-bird discount on my upcoming product on just how to do that, before I finish it and violently snatch that chance away from you:
Oh, and the ‘tennis ball’ email (and the inspiration for it) will be included in said product, as an example of my process.
P.S. Just messing with ya … the answer is that as soon as you feel a panic attack coming on, you stop what you’re doing, stand up and start playing a game of catch — whether with a friend, or by tossing the ball up in the air yourself.