Professional or Tabloid Style Ads… Which Won?

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Author: Troy White

Troy White is a top marketing coach, consultant & direct response copywriter based in Calgary, Canada. He has a powerful approach to growing small businesses and entrepreneurial run ventures on a budget. His free Cash Flow Surges blog shares tons of great strategies at his main blog.

A couple years ago, I was hired by a large firm whose sole job was lead generation. They would find unique niches to go into, create web pages for capturing the persons name and contact information, and drive a ton of web traffic at their capture pages.

The offer on the page would be for free: insurance quotes, jewelry, knick-knacks, how-to information, special reports, etc.

They would get the person’s name and email, then send them the promised information. Which was where part of their money was made.

Which is where I came in.

They had these HUGE databases of people who had voluntarily given up their information, and had agreed to be followed up with.

Their databases were 100,000 here… 26,000 there…. one of the databases was 440,000 people. They hired me to find unique ways to get those people to buy things.

When I first started at looking at what they were doing, I noticed that their promotions were very cut and dry, and very professional. So, to get a bench mark to start with, I sent out some “professional” campaigns to measure the response.

Now that I had an idea on how their people responded to that approach, I tested some outrageous campaigns.

Straight out of the National Enquirer or Cosmopolitan Magazine type of headlines.

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Grand Slam Winner!
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The non-professional email subject lines FAR out did the others. We got anywhere from 232% – 510% BETTER open rates on the emails using the tabloid approach.

As you well know, you can’t sell a darned thing if they don’t open your email.

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Job #1 is ALWAYS to get the email OPENED.
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If it doesn’t get opened, you have no chance of EVER selling to them. Once the email is opened, then you can sell them on clicking on the link (Job#2).

Once they click on the link, they end up on a more thorough sales page, where the sale is actually made. But if they don’t open the email, they don’ t click the link and a sale is lost.

So, the email subject line is THE most important piece in email marketing. I repeat: if your email doesn’t get opened, nothing else matters.

= = = = = = = = = = = = = = = = = = = = = = = = Email subject lines are a goldmine for your business.
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How do you find them?

Here is my first and best choice:

I negotiated with Lawrence to give you a very special deal too (details on that page).

PLUS, if you decide to take Lawrence up on his offer, I will also send you a special calendar. One year ago this month, we adopted a rescue dog from Misty Creek Dog Rescue.

“Casino” was a 2 month old Husky who had a crappy start to life, was beat up, malnourished, dehydrated, and with a skin infection.

Misty Creek found him wandering the side roads on a reserve near Calgary. Took him in, nursed his little 2 month old body back to health, and then chose our family as the adopting “Forever Home”, as they call it.

Casino has been wonderful for my family. My twin 9 year old daughters LOVE him to bits. Casino and I are best buds, he usually works at my side helping me with marketing ideas.

And he gets me out twice a day for a good 30 minute walk.

My point: Misty Creek asked if Casino could be in their calendar for 2010. Which he gladly agreed to.

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Meet Mr. April!
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The calendars just came out and ALL the money goes direct to Misty Creek. If you decide to take Lawrence up on his offer, let me know and I will gladly mail you a calendar and hand Misty Creek $10 to help them save more puppies.

Believe me, this is an incredible group of volunteers that takes in hundreds of puppies every year…. and they need our donations. I will send in $10 for you, and mail you the calendar, if you decide to take Lawrence up on this incredible resource.

A little something that helps puppies in need of good homes, and will help you grow your business in the coming year.

Hope this little gesture will make an impact.

Now, Casino and I are due for a walk… so make sure you check out this powerful resource for all your email campaigns… and make sure you email me with your mailing details if you decide to proceed.

Thanks again,

Troy White (and my marketing assistant, Casino)

PS: If you need a quick and easy way to get more people to read your emails, this will definitely help. Then let me know with your receipt and I will send you a calendar, and donate $10 on your behalf to Misty Creek Dog Rescue.

To your success, Troy White PS: Discover how to make your cash flow surge with the street smart marketing tools at my blog You also get one of my favorite case studies of marketing done exceptionally well, The Million Dollar Lobster Report when you sign up for updates on my blog. Discover how two young twenty-something year old brothers turned a simple lobster sale into a million dollar business in just 3 months!

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