Catch of the day

Offers aren’t everything: make sure your email marketing is the total package

Hi there, and welcome back to our Popcorn Marketing Series. Our next kernel (har har) of marketing wisdom comes from the classic film Indecent Proposal (our point is PG, we promise!)

Today’s lesson: Why break the ice when you can melt it with sheer magnetism?  If we’ve learned anything from Robert Redford, it’s that the best way to get the time of day with a desirable prospect is to a) have incredible blue eyes the color of cornflowers b) have a private yacht c) make an amazing offer.

Now, notice I didn’t just say, make an amazing offer. Many hinge too much importance on the million-dollar offer in Indecent Proposal, but these viewers miss the deep, subtle subtext of this fine film.

See, you think Demi Moore is sleeping with Robert Redford because he’s giving her a million dollars, but of course, she’s not. She’s sleeping with him because he has incredible blue eyes the color of cornflowers, and a private yacht, and because its freaking Robert Redford, and because he’s giving her the million dollars. See the difference?

The lesson to marketers is that it’s the total package that entices your most desirable prospects. The offer is important, but your potential customers won’t even begin to consider your proposition unless the right initial elements are in place. If Robert Redford had been played by Robert De Niro, we’d have a very different movie, and marketers must take this into account. You need to fully deliver the goods on every level: a nice-looking email, nifty features, and an awesome offer. The end result will be an irresistible package none of your prospects can refuse. And yes, we do suggest using cornflower blue liberally.

email marketing, list marketing, popcorn marketing, third-party emails