Does this happen to you?
Ya watch a TV show that you loved as kid….
Only to find yourself being amused by how dated and ridiculous that show now seems.
My beloved TV Show Cheers is NOT one of them.
Cheers, like a bottle of Pinot Noir (excuse the pun) gets better over time.
One of my favorite parts of the show is Norm Peterson’s Bar entrances.
Norm always delivered a great line.
Here’s some of his best:
~ “What would you like, Normie?”
“A reason to live. Give me another beer.”
~ “Whatcha up to, Norm?”
“My ideal weight if I were 11 feet tall.”
~ “How’s it going, Mr. Peterson?”
“I’m sorry to hear that.”
“No, I mean pour.”
~ “What’s going down, Normie?”
“My butt cheeks on that bar stool.”
Geez I love that show.
Anyways, why am I nattering on about Cheers and particularly – Norms bar entrances?
Veddy good question.
Cuz there’s a great marketing lesson to be learned from good ol’ Norm Peterson.
And here’s the lesson:
Every online-marketer worth-their-broadband has an email list in which they sell to.
You do too right?
They send regular promotional-emails to their herd of subscribers to sell their stuff (whatever).
And so they should.
But here lies the issue Boo Boo…
When it comes to email marketing….
It’s not WHAT you do but HOW you do it that counts.
Let’s look at Norm Peterson for a minute. If you’re a fan of Cheers, you’ll know that every time Norm enters the Bar, he receives a warm welcome from everybody in the form of a big: “NORM!” (said in unison).
But when his good buddy Cliff walks in, nobody seems to care or even notice.
Because Norm and Cliff do the “Bar-thing” very different.
Norm comes in with an attention getting funny quip every-time.
It’s fresh, original, funny and unique to Norm.
Norm is just Norm. He’s lazy, hates his wife, and spends every spare minute he has at the Bar. He doesn’t big-note himself or pretend to be smarter than he is. Nope….he’s just goes to the Bar, drinks Beer and socializes.
BUT, he’s damn good at it.
It’s his expertise, his specialty.
And no one does it better.
Cliff on the other hand…..
Is the classic know-it-all. His long-winded tales draw eye-rolls from his doubtful listeners. He’s also a fisrt-class whiner and a bore.
To sum up ol’ Cliffy in a word, you’d have to go with this one:
In every sense of the word too.
And ya know what?
98% of marketer’s promotional emails have Clifford written all-over-them.
Are you receiving my signal here?
Most email marketers treat their list like a baby treats a diaper.
Now that’s a pretty colorful metaphor isn’t it?
But oh-so accurate.
They send out a dish of dead-boring content, with a side-order of spam.
And wonder why they aren’t gettin’ sales.
Tis a sad state of affairs.
But is a great opportunity for smart marketers like ya bad-self.
If ya wanna separate yourself from the lamestream, then take a leaf outta Norms book.
Be the best at ONE thing…not below-average of many.
And be the ONE marketer where your list can honestly sing this about your emails arriving into their inbox:
“Where everybody knows your name,
And they’re always glad you came”…