Idea for an e-shot

8 years ago

Essentially you're doing a Problem - Agitate - Solve style shot.

This formula that has been used for eons and it can get great results.

Makes sense because if someone has a "problem" they are probably trying to solve it.

But usually you have to (ethically) magnify the problem to almost catastrophic proportions to get prospects to take action (at the moment they don't feel or see that the "problem" is serious or painful enough…)

Or you can (again ethically) create a massive problem or problems they didn't know they had.

This can bring in fabulous results. You're saving them from an imminent disaster they never knew was coming.

(a meteor is falling out of the sky directly onto the person in front of you - they are blissfully oblivious to this - you gently move them to one side and the meteor crashes to the ground missing them by inches leaving a 20 foot burning grater - safe to say you'll get their undying appreciation)

Or do both - here's the dreadful problem you have AND here are the other hideous problems you'll get.

Lots more power - and done well your target audience wants the answers.

Steve

Thanks
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TaraB

8 years ago

Originally Posted by Steve The Copywriter

Essentially you're doing a Problem - Agitate - Solve style shot.

This formula that has been used for eons and it can get great results.

Makes sense because if someone has a "problem" they are probably trying to solve it.

But usually you have to (ethically) magnify the problem to almost catastrophic proportions to get prospects to take action (at the moment they don't feel or see that the "problem" is serious or painful enough...)

Or you can (again ethically) create a massive problem or problems they didn't know they had.

This can bring in fabulous results. You're saving them from an imminent disaster they never knew was coming.

(a meteor is falling out of the sky directly onto the person in front of you - they are blissfully oblivious to this - you gently move them to one side and the meteor crashes to the ground missing them by inches leaving a 20 foot burning grater - safe to say you'll get their undying appreciation)

Or do both - here's the dreadful problem you have AND here are the other hideous problems you'll get.

Lots more power - and done well your target audience wants the answers.

Steve

Thank you for your valuable thoughts. I've tried to make the problems sound hideous. Thanks again for reminding me about the confidentiality/privacy aspect of getting a third party to manage services.

Thanks

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ewenmack

8 years ago

The limitations of the Problem Agitate And Solve
formula, is threefold...

1 You have to have some level of status, authority in their eyes to listen to you
in the first place..message delivered by Obama or homeless man

2 They have to believe the problem is big enough
that it's worth solving...got a bit of trash in the front carpark of shop
or it's burning down

3 They have to believe the problem can no longer be put off...
Joe is ok with whacking the golf ball into the rough a few times
until his loser brother-in-law thrashes him in a game.

If you can cover these three..

Believe in your high status
Believe in the problem is big enough to be worth solving
Believe the problem can no longer be put off

then you are set to use the Problem Agitate Solve formula.

Best,
Ewen

Thanks
1 reply

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TaraB

8 years ago

Originally Posted by ewenmack

The limitations of the Problem Agitate And Solve
formula, is threefold...

1 You have to have some level of status, authority in their eyes to listen to you
in the first place..message delivered by Obama or homeless man

2 They have to believe the problem is big enough
that it's worth solving...got a bit of trash in the front carpark of shop
or it's burning down

3 They have to believe the problem can no longer be put off...
Joe is ok with whacking the golf ball into the rough a few times
until his loser brother-in-law thrashes him in a game.

If you can cover these three..

Believe in your high status
Believe in the problem is big enough to be worth solving
Believe the problem can no longer be put off

then you are set to use the Problem Agitate Solve formula.

Best,
Ewen

Thanks for taking the time to respond to my post. It makes sense.

Thanks

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Steve The Copywriter

8 years ago

I agree with 2nd and 3rd points (coughs… no great surprise because I mentioned them in my post).

But the first point although it can be helpful isn't necessary (and you're in trouble if you haven't got "high status").

Worry not because...

You can easily achieve incredible success if people see you as "one of them" - someone they can insantly relate to.

Who happened to "discover" the answer that solves the problem for everyone else in the group.

Need an analogy? Ok then.

The fat cat business person, renowned international expert or the guru's guru is "promising" to make you a shed full of money. Or lose weight, Cure arthritis. Get you the perfect partner. Have earth shattering sex. Slash your astronomical living costs and still live like royalty. Make you emotionally ecstatic and deliriously happy. Solve any problem …Prospects tend to think "Yea, yea, you're great and you can do it but we don't believe we can"

Then someone who is like a co-worker shows they did it and proves exactly how it's done. Prospects think "For f*** sake, if they can do it I might be able to do the same"

Steve

Thanks

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Princess Balestra

8 years ago

Originally Posted by Steve The Copywriter

(a meteor is falling out of the sky directly onto the person in front of you - they are blissfully oblivious to this - you gently move them to one side and the meteor crashes to the ground missing them by inches leaving a 20 foot burning grater - safe to say you'll get their undying appreciation).
Steve

Problem is, we got Twilight teenies growin' into beesomethin' buzzers in a world sapta fragrance an' bustin' with budsa thorns, an' undyin' appreciation for "what works" is super open to question now they are figurin' the generation gap jus' went exponential on the X/Y axis thrusta multiple zeroes — an' a philosophical question mark has always hung over flesh-piercin' incisors promisin' Forever, even before Capeless Hunk Proliferatu.

I figure narrative is gonna get super mutable now — an' all will depend on the goodwilla the supermutablists we got.

Uh oh.

[ 1 ] Thanks

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Lightin' fuses is for blowin' stuff togethah.

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TaraB

8 years ago

Thank you for your replies. I'll provide you with more in-depth feedback later.

This is the kind of format I'd like to go with:

Error 1; Insufficient testing methods
Solution: Ensure you keep up-to-date with the latest requirements by checking these official documents: xxx.

That's just an example. My plan is to make the solutions sound that complicated and time-consuming that the reader will want the company to manage tasks for them. Is that a good idea? Or do you think I'd have more success by simply listing the errors and then providing just one solution (which would be to sign up for the company's service)?

Thanks

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Steve The Copywriter

8 years ago

Generally people prefer that everything is done for them - particularly if the solutions are complex.

But you can test which option works best (or offer both).

Businesses using the services may well require total assurances of privacy and confidentiality.

You should highlight and prove this is always maintained.

Steve

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TaraB

8 years ago

Originally Posted by Steve The Copywriter

Generally people prefer that everything is done for them - particularly if the solutions are complex.

But you can test which option works best (or offer both).

Businesses using the services may well require total assurances of privacy and confidentiality.

You should highlight and prove this is always maintained.

Steve

Thank you, Steve. I just wanted to check that my idea wasn't completely terrible.

You have made a very good point in regards to privacy and confidentiality. Thanks!

[ 1 ] Thanks

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GordonJ

8 years ago

I guess I'm the only one, but, what is an e-shot?

GordonJ

PS Do they come in cherry jello too?

Originally Posted by TaraB

Hello,

I don't have much experience in writing e-shots, so I've come here to see what you think of my idea.

I am writing a series of e-shots to promote a very unique service. The first one is an introductory e-shot, and the next one will promote an event all about the service. This is my idea for the third e-shot:

- I want to play on the readers' fears, so I want the e-shot to be a "Most common errors in the xxx process and how to avoid them" email.
- The CTA would be to submit an enquiry via the company website.
- Firstly, I would say that errors can cause delays and drive up costs. I'd then go on to talk about how the company assists major players in the industry in xxx. I'd then say something like "Over the past x years, we have identified common errors, and now we'd like to share some of those with you." I want to list just a few of those (along with solutions). I'd probably end it with something like "To learn more about potential errors and how we can help you avoid those, please submit an enquiry (insert link to website)".

Does that sound like a good idea? Or should I scrap it? I just want to provide the reader with some useful information.

Any feedback would be greatly appreciated!

Thank you.

Thanks
1 reply

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TaraB 8 years ago

Originally Posted by GordonJ

PS Do they come in cherry jello too?

Haha!!

An e-blast.
- Thanks
- 1 reply
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- GordonJ 8 years ago
  
  Originally Posted by TaraB
  
  Haha!!
  
  An e-blast.
  
  Is this then, an email? Or a tweet? Or post?
  
  Do you e-shot a list? OF? Buyers? opt-ins?
  
  Do you bulk email the e-shot?
  
  Sorry, but there are different "protocols" for each of these, I'm just trying to figure out what you people are talking about. Thanks.
  
  GordonJ
  
  Thanks
  
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Idea for an e-shot

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