Month: September 2022

TGIF

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“Thank God it’s Friday” is the victory cry of a weary worker.

After a harsh week, you may even catch an atheist saying it.

And we all get it, right? Friday symbolizes freedom… the chance to do what you want to do instead of what you have to do.

It’s escape. A sizable chunk of the population lives for that escape, even if it’s only temporary.

Are you selling Fridays in your business?

I mentioned in a recent email that entertainment, experiences and escape are priorities for pretty much everybody.

If you find something people want to get away from, you’ve found a potentially lucrative business opportunity.

The other side of that coin is this: you can position your product as an escape from whatever “grind” your customers are sick and tired of.

You can (and probably should) write copy that paints a picture of escape.

Not “follow this 37-step process to become a better [fill in the blank]…” (37 steps sounds like selling a Monday)

But “take two pills and you’ll never struggle with [fill in the blank] again.”

Now, these are extreme example, but I hope you get the point. Make the strongest, escapiest claims you can make without becoming dishonest.

Your customers are waiting on their Friday.

13 Ways to Be Entertaining In Copy

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In my previous article, I mentioned that entertainment, experiences and escape are a priority for pretty much everybody…

And I kinda proved it’s true… but I didn’t really show you how to do it.

I’m not going to show you today, either. I just pulled an all-nighter finishing up a 68-page sales letter…

So I’m barely typing these words right now.

Here’s what I will do, though.

Let’s discuss what it means to “entertain” your readers with your copy – because it’s almost certainly different than you think…

And probably simpler than you think.

“Entertainment” in copy doesn’t necessarily mean trying to be funny, although that’s one option.

Entertainment, as I define it, is generating a desirable emotional reaction in your reader at some point in the copy.

So it can be humor, but it can also be:

  • Excitement – Most people are painfully bored all the time. Give them a jolt!
  • Connection – Reveal something you likely have in common with your reader. Growing affinity is a great thing.
  • Inspiration – Who doesn’t like feeling inspired?
  • Validation – People love finding out they’re right and/or that the right people agree with them.
  • Discovery – Education can go too far, but you want to help your reader feel like he’s stumbled across something valuable (especially something others haven’t discovered yet) when he reads your copy.
  • Nostalgia – I think everyone over 18 years old has fond memories of the “good old days.” Bring those memories to mind and your reader will associate you with those good feelings.
  • Curiosity – Curiosity creates its own discovery and positive emotional payoff when discover happens. Plus, once it’s sparked, curiosity is one of the hardest feelings to ignore.
  • Desire – Gets your heart pumping. Desire feels good, even before it’s satisfied.
  • Anger – Admit it, sometimes you WANT to be angry. And it feels good to be angry together.
  • Relief – If you can take away anxiety, pain or frustration, your reader will love you.
  • Story – An engaging story is an experience people gladly join along.
  • Hope – Help your reader believe his (immediate) future looks bright.

And the idea is to generate these desirable emotions consistently in your messaging over time that the reader WANTS to read before he even knows what your message is about.

He just knows he enjoys the experience of hearing from you, even if during those times he doesn’t buy from you.

Like Pavlov’s dog… ready for his tasty snack.

The good thing is, he’ll increasingly believe (partially unconsciously) buying from you or working with you will be even more emotionally fulfilling.

So that’s a quick overview of how I define entertainment in copy. Want more details? Check out this livestream recording:

See? There are lots of ways you can work it into your copy.

Now, have a productive and entertaining day!

P.S.

Next month, I’ll be speaking at Dr. Avis Jones-DeWeever’s Black Millionaire Coach Live event in Washington DC.

It’s going to be an incredible 3-day event.

During my presentation, I’ll reveal the secrets to writing copy that attracts and converts high-ticket buyers.

(Previous copywriting experiences not required)

I’m excited to see lives and businesses TRANSFORMED and to be in the room with expert entrepreneurs on the verge of realizing their dreams.

Plus, I haven’t been on a physical stage since just before the pandemic. It’s good to be back!

If you’re a coach, consultant or service provider in the knowledge economy… and you’d like to add another zero to the end of your revenue number…

I encourage you to be there October 14-16.

It will be one of the best investments you ever make.

Anti-Inflation Inspiration from Disneyworld

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Is inflation hurting your business, Donnie…

… or is it making your business better?

Here’s a few ideas that can move you in a positive direction:

1) Entertainment, Experiences and Escape are still a priority for virtually every segment… regardless of financial difficulties.

In case you hadn’t heard, Disney just had its best quarter ever. Its theme parks are making more money even though there are fewer visitors than there were pre-pandemic.

Revenue from legal gambling (which I guess is a form of entertainment and escapism) in American casinos and other legal gambling outlets “smashed all-time records.”

CEO of sports betting platform DraftKings said he sees zero impact from inflation. Revenue is up 68% year-over-year.

If you can offer the 3 Es as part of your product or service, great.

But if nothing else, add entertainment value to your marketing and make it an experience!

2) Your clients need you MORE now, not less.

You can help them make more money… save their relationship (which is strained by financial concerns)… get healthier (which is hard when you’re stress-eating)…

And you can come up with a way to give them the entertainment, experiences and escape they’re desperately looking for.

In good times, your ideal clients didn’t need help as badly. But now, even though they may be anxious about the economy, they really need to get results.

Position your business as THE solution your should-be client needs (including entertainment, experience and/or escape) – and promote your offers confidently and consistently.

People ARE spending money. They’re just being choosy about where and with whom.

3) Raise your prices – or at least add a premium version of your offer.

Once you implement Idea 2 above, it’s clear you have something people gotta have… and they’ll be willing to pay

Disney theme parks KEEP raising prices. It’s a major reason why they’re bringing in so much cash even with fewer guests. (Maybe fewer guests is a good thing.)

Keep in mind, it’s not just marketing. Disney delivers a memorable, share-worthy, braggable experience. You need to do the same.

Also, higher prices are attractive to clients who are less price-sensitive. Clients who make decisions primarily based on price (in your industry at least) are probably not the best clients for you.

Oh, and boosting your prices helps you fight off inflation, too.

Here’s to putting more dollars in your pocket!

P.S. You can’t control the economy. But you can control your response to it. It’s time to be proactive and aggressive. Let’s get it!