I want sex. You want sex. And if you elect me I promise to make sure you’ll have an endless supply of condoms!
See that right there?
That’s the punchline I used back at farmer’s college when I was campaigning to be the vice-president of the student’s council. I’ll be honest, no matter how you look at it there was absolutely no way I should have won that election. My campaign was a fuckin’ joke! Need proof? Well…
My campaign poster was a poorly scribbled upside down question mark with the words “Let’s be practical here” scribbled underneath, while Walter, my competitor had a properly made campaign poster you’d expect from a tip tier politician.
Walter always wore a suit and was always elegant and professional while I was always dressed up in casual and openly did everything I could to make sure nobody took me seriously. Including spreading a video of me pissing into a bucket at the college pigstys and a picture of me pointing at the gigantic testicles of the college’s prize boar ( they where huge I tell ya!).
Yet I still won.
At first I just didn’t get it.
Walter did everything “by the book”.
However, looking back on it today I realised despite everything I did “wrong” there’s much more I actually did right! Here’s what I mean:
- There was a message match-that little campaign poster I doodled had a message that just “clicked” with my fellow students. All I wrote was “Let’s be practical here” and that did the magic. However when I think about it these guys were neither diplomats nor were they politicians…No.
These guys where farmers and nothing matters more to a farmer more than a practical solution!
- I broke the pattern-all the other candidates where being so extremely formal and predictable you had people dosing off before they even began their campaign speeches. As for me? I walked in all guns blazing with chip on my shoulder, banging my fist on the table and demanding free condoms for everyone!.Seriously, who’d turn down free condoms?
- I appealed to a primal desire-nobody wanted to admit it but most people who where at college wanted to get laid. I was the only one with the balls to be open about it in front of the entire student body. End result?Some people voted for me just because I made it clear I wanted to get laid as much as they did. Don’t ask me how that worked. It just did and I don’t know why. Moving on…
- I spoke to them on the same level-As I mentioned before all these students where farmers. With ages ranges from 18 all the way to the old man who stayed in the room next to mine. These guys had very little trust for the super well dressed politician type.So I just came in dressed like an everyday guy who happened to farm. Result? Instant connection. They didn’t even see it coming.
So, let’s go over my strategy and extract the core copywriting lessons I accidentally used to become the vice president of my college’s student’s council. My message matched what was going through their heads, I broke the pattern and stood out, I appealed to a basic primal desire, and I spoke to them not as a politician but as a brother in arms.
Take these four and try to see where you can sneak them into your sales message to resonate with your customers better.
And, if you want me to apply them to your sales letters, emails or any sales copy for you so you can create a strong bond with your prospects and make the sale, then enter your details on this page:
And I’ll get back to you as soon as I can. Or, you can just fire me an email over to:
[email protected] dot com
…Till the next wave of madness… Vae Victis…