Be interesting

I have commented on the e-mailings I receive from The Good Store and I reckon this one is a classic. By classic I mean it is an example of how good a “selling email” can be.

It has an excellent subject line… Why Barack Obama didn’t use a fountain pen… which doesn’t look like spam, is piquant enough to capture your attention and provokes you to read a little of it to discover what it is all about. And, when you do read that little bit, it is interesting enough to compel you to read even more so that it may lure you to buy. In fact it is hard to resist the temptation to click the link onto the pens mentioned to find out more.

I’ve often said that the characteristic of spam (or junk mail) is that it’s stuff people don’t want to read; it’s not spam if people want to read it.

I think this email from The Good Store does that admirably but what do you think?

The lesson is to always be interesting to the people you’rr targeting (know your target market by walking in their moccasins).

P.S. It didn’t get me to buy a pen but it did make me get out the beautiful one I already own and have neglected for far too long.