Because of the Eminem video, I got inspired to create an ad for G-Shock.
I did this under 10 minutes & I didn’t even edit it😆
How Can a Man Worth $230 Million Settle For a $100 Watch?
Two things that are constantly preached to entertainers:
1. To ensure they makes move that make financial sense.
2. To think and act with the long term in mind.
None of which is surprising either.
Even though you’d hardly expect entertainers as vibrant and eccentric as they are to listen to this, so imagine our shock when we found the G-Shock on rapper Eminem.
But when you think about it, the G-Shock is designed for the job to withstand the rigors of always being on the road and performing in front of crowds who grab at you.
You don’t want to lose your $1 Million wristwatch to a group of moshers and crazy fans.
And you can wear it everyday without being afraid it would scratch.
As an entertainer, you can always give it away…and get another one later.
It might be just $100 to you, but priceless to a fan.
And that is what everyday performer wants to give their fans above all else – MEMORABLE MOMENTS to be remembered by.
Plus, don’t forget the greatest rapper of all time, Eminem wears a G-Shock too.
So if you’re wearing a G-Shock, you should be proud of it – 15 Grammys, multiple platinum albums, diamond certified singles, ten Billboard number ones, an Oscar and 220 million albums shipped worldwide.
For any other watch, the G-Shock would be too much.
Now that’s cool!
You don’t don’t need to call your financial adviser to confirm if you can get a G-Shock.
If you’ve seen epic movies like Lord Of The Rings, The Last Kingdom, Spartacus etc, you’ll notice something:
How most of their war scenes are men riding horses charging into battle.
Now it’s amazing that these horses know they are charging into their potential death and yet keep going.
Before taking them into battle, over a period of time the riders feed these horses, water them, talk to them, rub them etc.
They make them start responding to certain actions.
They talk to them even though they are horses and will surely not understand human language.
But there’s a reason why.
The idea is simple.
And it’s to make the horses comfortable with them.
To make the horses used to them.
To make the horses trust them.
So when they command the horses to charge into battle, they don’t hesitate.
Even at the cost of death.
Because once the horse hesitates or doubts, it’s doom for the rider.
Now think of this when you put out sales messages and run marketing campaigns.
Most of the people who see your promotions for the first time won’t buy.
It happens to me too when I see a great offer.
Instead of buying immediately, I just want to watch.
And it’s not because they don’t need what you’re offering.
It’s not because they don’t believe you.
Sometimes it’s not because they can’t afford it.
Though sometimes it could be because they can’t afford it at the moment.
So what happens when they can afford it and they don’t remember you?
What happens when they make a buying decision and can’t find you or your product?
They’ll spend the money on something else.
This is why it’s important to create what they call a ‘top of mind’ position in your prospect’s head.
When you create a top of mind position, trust is achieved at this point.
Or at least, they’re willing to try what you’re offering, even if it’s not immediately.
And once they’re ready to spend their money, it should be you they think of first.
So, how do you do this?
By constantly communicating with them.
Posts, articles, emails, stories, tweets, status updates and all kinds of helpful or engaging content.
You have to be all in their face like acne…just don’t be as annoying as acne.
Make them remember you.
Like John Carlton would say:
“The offer is “Who you are”.
It is the biggest part of your USP, and this is where most people screw it up.
You have to be aggressive but not offensive. It is the essence of the Go-To-Guy.
I keep talking about being the Go-To-Guy.
Be that guy your reader needs you to be to trust you enough to take the action you want him to take.
It sounds kind of complex, but it is really not.
If I need my plumbing fixed…my sink has exploded…I need you to be the plumber that is going to show up on time, with a truck that says “Joe’s Plumbing”, with a tool kit.
I don’t need you to show up in a clown costume, with some shuck and jive that you are really a plumber but you are a clown on the side and you just came from a kid’s party or something like that.
I don’t want to hear that stuff. I want you to be that guy, and it really is that basic.
Before you get down to the nuts and bolts of price, delivery system, how soon it is going to arrive, whether it is an ebook or something that you will mail, all that stuff, it is all about who you are.
So, think about you with this offer…who are you?
Who are you in this person’s life?
You have come out of nowhere, you have presented yourself as an intrusion in the guy’s life.
You are at first a distraction and you want to move into some kind of a bonded relationship, some kind of thing where you are now a resource.
The Go-To-Guy is a resource.
It may be that if Scott helps me with my debt consolidation, I may call Scott when I have a legal problem.
And I would say “Scott, I know you are not a lawyer, but do you know a lawyer I could call because I am getting a divorce (or something).
I do that because you are a go-to-guy.
And, of course, the next time I run up my Master Card over the levels I will go back to Scott.”
Gary Halbert’s Coat Of Arms letter written in 1971 was mailed 600 million times and he was bringing in today’s equivalent of $300,000 per day.
The crazy thing was it contained less than 400 words and was just 1 page.
So, what made the letter work?
Here’s what I found:
“Dear Mr Macdonald” feels like a neighbour or friend or someone who knows you or is at least concerned about your welfare writing to you.
We hear every time about how important it is to show empathy or at least try to understand people when selling to them.
This is it.
2. It opens up with CURIOSITY
“Did you know that…?”
Whether you like it or not, nobody will buy what you’re selling if they’re not at least curious about it.
The sale starts from getting their attention.
And getting their attention comes from tapping into that deep-seated need to know things – The Garden of Eden Phenomenon.
Or why do you think the serpent managed to deceive Even in the Garden of Eden?
3. Lots of Americans are immigrants.
It’s probably the country on Earth with the largest number of immigrants.
This means ancestry is a big thing.
You’re talking about pride plus curiosity. Especially when you notice the name Macdonald is most likely from England, Scotland, Ireland or Wales.
The letter even kills it when it says, “very old and distinguished name.”
Plus, the possession of a coat of arms meant the family was important.
One word: EMOTION
This ties into the next point.
4. A deep aching need for connection.
Have you ever wondered why African Americans take trips to Africa?
Or have deep sentimental attachments to films like Black Panther?
People want to know their history – especially immigrants.
It gives them a sense of identity.
5. Helpful & non-threatening
“We stumbled on it” + “I want to share it with you”
The cool thing is paying for this letter becomes an act of reciprocity: “Oh, she saw this helpful information and decided to do me a favour. I should pay her for that.”
No hard sell.
Less than 400 words long.
No special writing tactics.
No breaking up of words into one sentence or using parenthesis.
No tricks, no gimmicks.
Nothing special on the surface.
7. Social Proof
(Some friends who have the same last name as you do) + the possibility of the long lost family (famous people who share it)
Who wouldn’t like to be family members with some famous people?
8. More information + extra curiosity
(other information about the name)
Are you trying to sell something?
If there’s more information, tap into this.
Curiosity always works.
9. Addressed by his wife.
This part is super charming and just spectacularly brilliant.
Now let me explain.
You see, this is a case of double jeopardy.
If a man opens this letter, he’s easier to sell to because women find it easier to sell to men (beauty, feminine nature etc.).
But if a woman opened it, it felt like gossip.
Gossip she was going to tell her husband.
Plus, let’s not forget that as much as men have the buying power in the house, women make most of the buying decisions.
Also, some wives might likely not know their husband’s immigrant family history – a solid recipe for dinner conversation.
Plus, “My husband and I” also speak deeply about family values.
(You don’t have to buy it, you can gift it to someone)
This already sets up the possibility of more than one order.
(Use it as a wall decoration)
Tapping into pride again.
11. The offer
Doesn’t sound like a hard sell (just pay for shipping).
Price almost comes last (feels like an afterthought). More like I could have sent it to you for free, but I’m just an old lady who doesn’t have a lot of money, lmao 🤣🤣🤣
The coat of arms was scarce already.
Yet he still injected some form of scarcity making it even more scarce.
At the root, people like things they can’t have or hard to reach.
It’s how humans are wired.
This is why scarcity works all the time.
But above all, everything about this letter to end was PERSONAL.
Nothing looked like a sale.
Add the handwritten signature at the end.
Mad, mad, mad stuff 🙌🏿
Gary Halbert was a fucking genius 🙌🏿
In his own words, “in the heyday of the family crest promotion, we were using a semi-truck to haul our mail from the Donnelly Corporation in Oakdale, Illinois to the little town of Bath, Ohio where the letters were actually mailed.”
Gary Halbert would eventually sell his direct response marketing business for 70 million dollars (90 million dollars today).
But what would have happened without this coat of arms letter?
We’ll never know.
“When I became interested in direct response marketing, I was obsessed. I wrote copy during the day, studied copy in the evening and dreamt about it at night.” – Gary Halbert
Top ad writer Paris Lampropoulos may have put it best when he said…
“In the world of copywriting, all roads lead back to Gary Halbert.”