Tuesday, November 15, 2016

Looney Tunes

Maybe it's the "new normal" after 2016's presidential campaign.

The panelists at a marketing conference I just attended were unanimous: only "crazy" will capture customers' attention in 2017.

That goes for email Subject lines as well as all other content.

Sales trainer Ryan Dohrn recommends these 10 grabbers:

Subject: [Road Runner] recommended I get in touch

Insert a [peer's name] in your Subject line. Referrals are the best way to connect instantly.

Subject: I was just wondering…

This line can introduce an offer to meet.

Subject: May 29th?

Another way to introduce an offer to meet.

Subject: 3 reasons…

This line precedes a list of reasons the customer should engage with you. It's effective after previous emails have bombed.

Subject: Did something happen?

Guilt works after you've had a meeting or sent a proposal and received no feedback.

Subject: New idea for you

Effective right out of the gate when you want to arrange a meeting. Offer an idea that gives the prospect a slight competitive advantage.

Subject: Acme Anvils

Ruffle the customer's feathers by naming her competitor. Let her know how her rival is a step ahead.

Subject: Wrong person?

Use in your last-ditch effort. Ask the customer to provide information that will eliminate her from your list. But be careful: this line only works when you are emailing aggressively, not occasionally.

Subject: 20 minutes?

This line must be followed by a promise to solve a problem or save time and money.

Subject: I will respect your answer

It's not nutty to ask for a "No." When a customer feels like she can say "No," she'll at least reply.

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