So you’ll be happy to know that I ended up getting some sour cream.
Oh, come on. Remember those nachos I emailed you about the other night?
Anyway, I made ‘em.
And there we are, sitting down to eat them at the table.
“These are delicious!” says Hayley, shovelling a hulk of nacho into her mouth.
“And very unhealthy,” I point out, munching down on my own mouthful.
(Beside me, Eli is loading nachos into his gob too, but he doesn’t say anything.)
“How are they unhealthy?” asks Hayley.
I stop chewing and look at her suspiciously.
“Are you serious?” I ask.
She takes another bite and goes on. “Yeah! I mean, they have dairy … meat … vegetables …”
“Um, ice cream is dairy … I don’t think it works like that.”
She shrugs and keeps munching happily … as if she’s convinced that she’s basically eating broccoli.
Ah well … ignorance is bliss, I guess?
But here’s the thing.
I think Hayley with her nachos is how you should think of your email reader:
Ignorant and only too happy to shovel down fatty foods—ow!
(I’m suddenly violently jerked away from my screen. You hear a hushed argument in the background before I pull my chair back to the desk.)
Um, sorry, I may have just been scolded by my wife.
Okay, okay. Just kidding.
But my point is that your marketing should be like a plate of loaded nachos:
Whether or not it contains a lot of ‘nutrition’ …
It needs to look and taste irresistible, so your prospect can convince themselves it’s good for them — and keep consuming it.
(Just like Hayley and her “dairy, meat and vegetable” nachos.)
That means keeping it interesting, entertaining, and easy-to-read.
Do that, and you’ll watch your engagement skyrocket.
Now I’m NOT saying your marketing should be the equivalent of “junk food” that never offers any value.
Just don’t go all “broccoli” on your customers by sending them regular epic 2,000 word write-ups on the technical solutions to their problem.
(Save that for the product.)
Wait — what’s that?
You can’t seem to write interesting marketing copy?
It always sounds dry and technical, and nobody seems interested?
Well, sounds like you could use my help.
Best join those other fine folks on my copywriting client waitlist so I can let you know when I’m available for more work.
And here, in trademark Daniel Throssell style, I was going to do a little quip before my signature that tied in with the theme of this email.
But not today.
I mean, I figured that’d be too …