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.