Pop the Champagne!
I don’t know about you, but I’m unnaturally obsessed with the hyper-local spectacle that was The Kowloon Wedding.
In case you have no idea what I’m talking about, here’s the scoop: Kowloon, the iconic Asian restaurant towering over Route 1 in Saugus, MA, closed its doors for the first time in 73 years to host a wedding of epic proportions.
I’ve been a fan of Kowloon for years — my baby shower took place in The Big Boat! And let me tell you, I can’t get enough of this event — from the bride’s ostentatious red gown and parking lot dance floor to overflowing appetizers and the petting zoo (!) I am simply agog and can’t stop reading news coverage about it.
Yes, even two weeks after it took place.
And It’s got me thinking a lot about party planning.
Imagine that you're planning a party — a swanky soiree, complete with a curated menu and hand-picked decor that shows your guests precisely what a sophisticated entertainer you are.
On the day of the event, you place the final touches all around, including painstakingly selecting music for your guests to enjoy as they nibble on canapes and sip Chardonnay.
And then…nobody shows up.
There you are, holding the bag (of jumbo shrimp) and wondering what you did to offend all these people.
This is precisely what it felt like for a client who sent out an email series announcing an early registration special for a big event at his company.
He came to me perplexed when his email series had a meager open rate yet a high unsubscribe rate.
He couldn’t understand why subscribers — many of whom had attended the event in the past and raved about it — were opting out of his emails altogether.
It turns out that the very first call to action in the email was an invitation to — wait for it! — unsubscribe.
Yep! That’s right. The very first line of the email instructed folks to unsubscribe if they no longer wanted his emails.
As I explained to the client, it’s not that people don’t like him or think his event isn’t worthwhile; it’s simply human nature to respond to the first thing we’re asked to do.
I’m happy to report that with this minor edit, the client’s event was a success. We also found a way to reach the unsubscribers and bring them back into the email list (and the event!).
It's easy to miss the big picture when you're focused on the details.
While this detail was relatively obvious, there are other, more subtle ways that we can inadvertently discourage readers from working with us. For example, we might use jargon or technical language they don't understand. Or, we might make promises that we can't keep.
As I say, "I'm Judi 411, AKA The Funnel Plumber, and I'm here to help." I’ll help you write (or rewrite) sales funnel copy that is clear, concise, and persuasive. I can also help you identify and fix your funnel's leaky pipes and clogs.
If you’re looking for more RSVPs in the form of registrations, enrollments, sales, or leads, I can help you figure out what’s wrong and fix it.
Let's get your party started! Book your Funnel Plumber Discovery Call today.