Don’t make me yawn. Make me feel.
My family and I spent 3 days in Disney World this weekend.
It was crazy expensive — but so worth it.
Let me tell you why.
(Yes, I'm gonna be that guy relating marketing lessons to real world things.
Sue me.
Actually...don't sue me because I just spent a ton at Disney!)
POV — that's me in full Disney Dad mode.
You see...
It wasn't just that the all rides at Disney were awesome.
It wasn’t that EPCOT had tasty food and unique features.
It wasn't just that the parks were clean and immaculate and impressively creative.
It wasn't even "the experience" that makes it worth it, although that was amazing, too.
So what is it?
Why are we willing to spend ungodly amounts on something as trivial as Disney World — and then say it was worth every penny?
I mean, come on…
Grown-ass-adults with no kids walk around looking dumb in Mickey Mouse ears — and don't feel the slightest bit self-conscious.
Park-goers walk around all day in the sweltering Orlando, Florida heat and keep smiles on their faces the whole time.
It’s because Disney World makes us feel things.
...Things we didn't even know were there.
It conjurs up memories from our childhood.
It brings out the best parts of us.
It makes us feel like a kid again.
It makes us feel free to express ourselves again.
It feels like they get us.
It makes us willing to endure standing in long lines, sweating all day, and aching feet.
The attention to detail makes us feel like they care — it feels like we're important to them.
The songs, the characters, the buildings, the rides, the intentional smells, the elaborate shows, EVERYTHING.
It makes us feel nostalgic about our very best memories.
It makes women remember what it felt like to want to be a princess when they were a child.
It makes us feel excitement for OUR OWN young children.
It makes us feel…joy.
Do you see yet?
I hope you don't miss this lesson.
Because deep down, customers open their wallets when you make them feel things.
Confident. Joyful. Optimistic. Nostalgic. Angry. Fearful. Accepted. FOMO.
There are lots of feelings you can tap into.
And that's the way marketing emails should be when you write them.
You won't be successful if you focus only on features or benefits.
You won't be successful if your marketing content sounds like everyone else.
You won't be successful if your writing makes me yawn.
Because there are THOUSANDS of people saying exactly the same things you are.
And that's how your emails just become...noise.
Without feeling...few people pay attention. Your pitches get glossed over. And of course, nobody buys.
I'll leave you with this.
You DO NOT need to be a world-class copywriter to write effective emails.
I stand by that.
But you DO need to sharpen a few important thinking skills.
And learning to tap into your readers feelings is one of those important skills.
So the next email you write, take a step back and read it out loud.
If a line sounds boring, rewrite it.
Instead of saying you'll "help them build the business of their dreams", spend 30 seconds thinking about what building the business of their dreams FEELS like...then write that.
Don't try to write marketing emails. Try to make people feel.
I hope you enjoyed this lesson, I had fun writing it!
Rooting for you,
Jeff
P.S.
Did you ever think you could feel love for an email sequence you wrote?
Neither did many of the folks who’ve purchased The Creator’s Welcome System.
Check out some of their reviews here.
