Many Small Business Marketers Miss This Opportunity

By: Dan Kennedy on: November 4th, 2009 6 Comments

Let’s jump right in to a pet peeve of mine about so many small business marketers’ FAILURE to take advantage ofall the opportunities handed to them to connect with their prospects and customers through mutual connection with pop culture and news events.

A few years ago the popular actress Sally Field was “bleeped”at the Emmys.

It was now a news broadcast lead item and everybody was talking about it. An astute marketer could have leapt on this by email or fax… “I have something so outrageous to say, I’m afraid I’ll be bleeped like Sally Field at the Emmys last night, but here goes…”.?

The Clinton’s leapt on the unsatisfying-to-many end of the Sopranos with their own video take-off, and got mountains of free media and watercooler conversation.

And even if not playing the rapid response game,there are plenty of pop-culture references that have endurance, that can be used for months. When integrated into ad or sales letter copy,they bring it up a notch; they make it more “interesting” to the reader.

Why is this type of marketing brilliant?  It is those ‘little’ references that makes a big difference. Take it out and the idea and information conveyed is the same, but with no “connectivity”for the reader.

If you could observe people reading this, you’d see their eyes dilate and heads nod a tick right at that point. I have observed feedback like that to certain things as a speaker. I strive for it asa copywriter. I’d like to sell you these two ideas: first, integrate pop culture and news event references throughout your copy.

Sprinkled,not ladled on. It’ll make ANY sales copy work better. Second, create a rapid response habit to capitalize on very timely and perishable newsevents, as excuses to communicate with your customers more frequently,and as tactical devices for getting their attention.

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    ABOUT THE AUTHOR:

    Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to www.GKIC.com

    6 Responses

    1. Charles says:

      thank you Dan,
      here is a reason and device to communicate with my customers more often. other than newsletters n postcards.
      first, integrate pop culture and news event references throughout your copy.
      Second, create a rapid response habit to capitalize on very timely and perishable newsevents, as excuses to communicate with your customers more frequently,and as tactical devices for getting their attention.

    2. Rob Anspach says:

      I highly agree – most entreprenuers and marketers of business fail to capitalize on current affairs… they like it’s too passe or taking adavntage of someone else misfortune.

      But we as a society are grounded in current events and will easily relate to and sometimes feel comforted by the fact that your marketing is current.

    3. The reason Disney named Mickey’s dog “Pluto” was to take advantage of the then-current event of the discovery of a new planet being named Pluto…

      and riding the free publicity all the way up.

    4. Rob Anspach says:

      I try to stay away from controversy ( anything about young children, religious persecution, rascism, sexism, murder or anything that is consider bad form) – it tends not to sell in a marketing piece.

    5. Jim Rowe says:

      I just relized the reason I don’t capitalize on these events. I did not have a good tool in place to do so. Im headed to facebook, twitter and my e-mail data base to get the ball rolling. Thanks Dan!

    6. Not only does this make our marketing more effective, but it also makes it more FUN!

      More fun for our customers & prospects = they buy more

      More fun for us = we do it more

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