Cheese And Whiskers! (29.6% Response Rate From A One-Line Email)
Hey folks!
Coming back from a long hiatus. It's cool to see some of the same ol' faces and bright, fresh new ones here on the forum.
Wanted to come back with a bang and share something I learned about recently that really worked like crazy.
It's called...
"Cheese And Whiskers"
You may or may not have heard of it, as I believe it's been around for a while, but I first learned of it from Perry Belcher. Basically, the title describes two possible stimuli of a mouse. He will burrow through a three foot wall for a piece of cheese, but bolt away at top speed at the slightest twitch of a cat whisker.
Get the idea?
Great!
So, here's how it applies to marketing...
Most "sales" types (the bad ones anyway) come at a prospect with their whiskers at full tilt ........meooowwwww. The smart ones throw a big hunk of cheese out way before they walk in the door.
YOU: And your point is?
Well, I'm glad you asked me that, you. I'm about to tell ya. Let's turn our mouse trap into email marketing.
I can create a beautiful template with all of our corporate "brrrrooowwwgh-chure info" on it and spam it out to a list of unsuspecting prospects hoping to rope one into a sale......mmmeeeeeooooowww.
OR
I can send out a one liner with their biggest desire that sucks them in, compelling them to respond involuntarily......uhhh, I don't know what kind of sound cheese makes, so, ya know.....[cheese sound here].
YOU: Ok, I get it. But how would it work....like fo' real?
Hang on, I'm about to get there, just let me turn on my fancy red font.
WARNING: REAL RESULTS
So, here's a real case study I tested this concept on. I partnered with a niche website that was offering free subsites to a particular set of businesses so it could increase advertising inventory. This website shares the revenues with the business. The problem was, most of them had no idea that this website existed, let alone the fact that they could have a their own site for free and make money on it with almost no effort.
I then crafted an email that was ALLLLLL CHEEEESSSSEEE, BABY!
From:
joshxxxxxx@gmail.com
Subject:
question?
Body:
Can your (niche) program accept monthly donations from businesses?
Josh Thomas
(512)xxx-xxxx
That's it.....seriously. Here are the results:
897 emails sent
732 valid emails
186 email responses
31 phone calls
29.6% overall response
Did I mention these were cold emails?
For the most part, the overwhelming response was, YES! I even got a few responses directing me to the right person to talk to (as I sometimes got the gate keeper). Now, mind you, this is a list of folks who are VERY much UN-educated in the internet realm, so it will end up taking a 'lil hand holding to help them really grasp what's going on, but there are more than a few who are ready to go now, and the rest will likely follow suit when we send out the second blast.
Other stuff:
It's worth mentioning that I followed up with each of them individually (yep, old school), including replying to each email and returning each phone call. As mentioned, I didn't make a bunch of sales....yet. But, what I did was lay the ground work.
Our second email will be targeting an upcoming major event in this industry that everyone will be attending. We're covering this event and have a plethora of information about it, so I'm sending out a blast about it linking back to our page, where our offer is integrated into the text.
Now, they know WHO we are, that we're legit, and that we're REAL ACTUAL human beings with brains and voices and stuff. Adoption rate will skyrocket based on this initial grassroots effort, guaranteed.
So there ya go.
Put your whiskers away and go find some cheese!
Comments or questions?
Bring it!
Coming back from a long hiatus. It's cool to see some of the same ol' faces and bright, fresh new ones here on the forum.
Wanted to come back with a bang and share something I learned about recently that really worked like crazy.
It's called...
"Cheese And Whiskers"
You may or may not have heard of it, as I believe it's been around for a while, but I first learned of it from Perry Belcher. Basically, the title describes two possible stimuli of a mouse. He will burrow through a three foot wall for a piece of cheese, but bolt away at top speed at the slightest twitch of a cat whisker.
Get the idea?
Great!
So, here's how it applies to marketing...
Most "sales" types (the bad ones anyway) come at a prospect with their whiskers at full tilt ........meooowwwww. The smart ones throw a big hunk of cheese out way before they walk in the door.
YOU: And your point is?
Well, I'm glad you asked me that, you. I'm about to tell ya. Let's turn our mouse trap into email marketing.
I can create a beautiful template with all of our corporate "brrrrooowwwgh-chure info" on it and spam it out to a list of unsuspecting prospects hoping to rope one into a sale......mmmeeeeeooooowww.
OR
I can send out a one liner with their biggest desire that sucks them in, compelling them to respond involuntarily......uhhh, I don't know what kind of sound cheese makes, so, ya know.....[cheese sound here].
YOU: Ok, I get it. But how would it work....like fo' real?
Hang on, I'm about to get there, just let me turn on my fancy red font.
WARNING: REAL RESULTS
So, here's a real case study I tested this concept on. I partnered with a niche website that was offering free subsites to a particular set of businesses so it could increase advertising inventory. This website shares the revenues with the business. The problem was, most of them had no idea that this website existed, let alone the fact that they could have a their own site for free and make money on it with almost no effort.
I then crafted an email that was ALLLLLL CHEEEESSSSEEE, BABY!
From:
joshxxxxxx@gmail.com
Subject:
question?
Body:
Can your (niche) program accept monthly donations from businesses?
Josh Thomas
(512)xxx-xxxx
That's it.....seriously. Here are the results:
897 emails sent
732 valid emails
186 email responses
31 phone calls
29.6% overall response
Did I mention these were cold emails?
For the most part, the overwhelming response was, YES! I even got a few responses directing me to the right person to talk to (as I sometimes got the gate keeper). Now, mind you, this is a list of folks who are VERY much UN-educated in the internet realm, so it will end up taking a 'lil hand holding to help them really grasp what's going on, but there are more than a few who are ready to go now, and the rest will likely follow suit when we send out the second blast.
Other stuff:
It's worth mentioning that I followed up with each of them individually (yep, old school), including replying to each email and returning each phone call. As mentioned, I didn't make a bunch of sales....yet. But, what I did was lay the ground work.
Our second email will be targeting an upcoming major event in this industry that everyone will be attending. We're covering this event and have a plethora of information about it, so I'm sending out a blast about it linking back to our page, where our offer is integrated into the text.
Now, they know WHO we are, that we're legit, and that we're REAL ACTUAL human beings with brains and voices and stuff. Adoption rate will skyrocket based on this initial grassroots effort, guaranteed.
So there ya go.
Put your whiskers away and go find some cheese!
Comments or questions?
Bring it!
-
Josh T. -
Thanks
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