tariffs gone wild

Unless you’ve been living under a rock…

Then you’ve probably seen stories about tariffs and trade wars in the news lately.

As a Canadian…

I have to say I’m more than a little irked by the recent trade treatment and talk of annexation from our closest ally.

But this email isn’t about the politics of it.

It’s about the importance of something Robert Collier (a legendary copywriter and direct mail expert) was teaching way back in the 1930s…

Which is:

“Always enter the conversation already taking place in your customer’s mind.”

Case in point:

Tariffs are dominating coverage everywhere right now.

So no matter who you’re selling to…

Chances are, this topic is top of mind for them right now.

And if you can tie your offer to the #1 thing on their mind…

Then you can profit handsomely.

For instance:

I’d written an ad for a client that was doing pretty well back in March 2020.

But then the pandemic hit.

So I wrote a new intro for the ad.

Here’s what it said:

***

Some people are going to spend the next few weeks and months watching Netflix. Others will use this time productively to level up their skills.

I want to help you do the latter 🤓

So let me ask you…

***

That’s it.

Then the rest of the ad continued as I’d originally written it.

Guess what happened?

It went viral (no pun intended!) and racked up 8.6k likes, 1.6k comments, and 3.1k shares…

Yielding multiple 6 figures in course sales for my client.

All from that teeny tiny little intro.

Crazy, right?

That’s how powerful this principle can be.

I bring it up because I’ve just done the same thing for some other clients I write ads for.

And it’s still early…

But so far, the leading metrics are looking good.

So, here’s my advice:

Think about how you can enter into the conversation and tie your offer to what’s going on right now in a way that’s authentic.

Your subscribers will appreciate it…

And so will your bank account ;)

Jim Hamilton

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