I’ve been testing with my clients to explore how to turn a “lesser-known” product into a big hit.
One proven formula is:
Help your subscribers know you more—in an entertaining way.
This reminds me of the origin story behind March Madness.
In the early days, it was just a big college basketball tournament.
Nobody watched it… unless your kid was in one of the teams.
But in the 1980s and 1990s, something changed.
Billy Packer, a legendary CBS Sports analyst, started highlighting “Cinderella Stories.” Cinderella stories were underdog surprises.
The small schools that upset big teams, like:
~ Coach Jim Valvano and NC State beating powerhouse Houston
~ Saint Peter’s, a tiny New Jersey school, knocking down Purdue
~ George Mason, a Mid-Major, overcoming Michigan State
These stories went viral, selling more viewership (and sponsorship) than any stats. This turned March Madness into a 1 BILLION a year event.
This concept is also a key component in email storytelling –
The #1 goal for your email is to help your prospects “learn” a little more about you, your brand, and your product after every email.
The more they know about you…
The behind-the-scenes stories. The characters. The little “flaws.”
The more they can fall in love with you (& buy your product).
This will help you sell more products than any “feature” can ever achieve.
Talk soon,
– WYH