I recently attended an SEO class that talked about “selling the dream.” The premise was that the content you write should be geared toward the driving motivating desired outcome the client has. “Sell the dream”, was showing them the dream situation that your product or service creates. So the pest control dream, is…. “A pest free home.”, “A bug free Life.”, “A scorpion seal to keep scorpions out.”, “Never see another bug inside your home.” …. really there’s not much more to say. People want pest control because they want to get rid of bugs.
Honestly, some of these other “Dream” things were pretty far fetched for me. Like selling the “Win a date with this internet super model”…. Yikes. People actually buy into that? I personally am extremely annoyed by the newspaper advertised price for a new car, a car that never seems to exist on the lot because it was model 871XXX_BUG-ME&NOTreal1 and it was already sold… “Buy this gadget and never lose your keys again.” … unless you lose the gadget. “Never get caught by a photo radar ticket.” That one is a little more appealing to me.
Either way, the concept is correct. You talk to the customer’s desire. It’s the whole catch a fish thing. Some baits work and some don’t, but you’ll never catch a fish with just a hook. So in line with this thought I happened upon this email that didn’t make it to my junk folder and man is it good. Its a near flawless example of a good campaign…
I hope that I am not embarrassing you with this mail because you did not expect it or know me before. But kindly rest assured that I have irresistible urge to write it believe me, the mail is an indication of love for you and happiness I shall always wish you. I am Miss Martha. K. Pierre 20 years old and the only daughter and child of late Mr. and Mrs. Ferdinand. K. Pierre the former diamond merchant in Guinea Conakry.
My late father was a wealthy Gold and diamond dealer my mother died ten years ago and my father was poisoned to death by his political members, before his death my father told me that he made me the next of kin of a fund he deposited in his offshore account with a financial institution in the Commonwealth of Dominica.
I have contacted the bank and confirm that my father really make me the next kin of the deposit, now I want you to assist me to transfer the money into your account in your country because the people that killed my father is after my life now to make sure that our family are drastically wiped off, infarct as I am writing to you now I am in hiding here please if you can help to save my life and transfer the fund to your account.
I am deeply interested to offer to you 25% from the total money that is involved for transferring it into your own designated account, again I will hand this money over to you to invest it wisely for me, as you know, this is the highest confidence and trust any person can repose on the other especially when it is considered that we did not know ourselves before then you are expected to display high degree of maturity, responsibility, and understanding in handling this information so that our family enemies will not know that I am getting around in me through your information.
The main aim of contact you are to assist me in three ways (1) to help and transfer the money to your country (2) and to help me get a profitable business for investment in overseas any where all is based on your professional advice and acceptance to assist me. (3) To help me have a stay in your country when I might come over to meet with you and continue my education (4) to help me manage whatever investment you will get for me until I finish my education.
I will give you every detail about the deposit for the transfer to carry on to your account. After you have indicated your interest and willingness to help me out of this problem to secure the money for a proper investment in your country. Please write to me as fast as to acknowledge this mail and thanks in anticipation. For the confidentiality of this transaction please strictly reply me at XXXXXX@XXXXXXX.com, for scurity porpourse thanks.
Remain In Bless the Lord.
Miss Martha. K. Pierre
Did you make it all the way through that email??? If you didn’t then I understand. Here are the Highlights:
Starting from the beginning-
1-Attention grabber – “embarrassing you…” Draws you right in. Your asking yourself… “What is she talking about?”
2-Appeal to emotion- “irresistible urge”,”indication of love”, “happiness”. Wow lay that on thick!
3- The story- Everyone loves stories.
4- The benefits – What’s in it for me?… Gold, wealth, a young woman.
5-Call to action.
What about the dream? The whole thing was a dream and the perfect guy dream at that…. Wealthy 20 year old in love with you, pleading for you to save her. What man could resist?
Well that was great. They almost made it through a perfect pitch… minus the few misspelled words at the end and possibly because it’s “Too Good to be True.” Therein lies a very thin line. When are you overselling? Where is that line?
To be continued in Part 2 next week….or next month.