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copyhour.com
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derek@copyhour.com
Sent On
Tue, Mar 29, 2022 03:27 AM
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Hey {NAME} -- First up, if I've heard some celebrity gossip you know it's a BIG story. When I checke
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Hey {NAME} --
First up, if I've heard some celebrity gossip (that's not Joe Rogan related) you know it's a BIG story. When I checked my email & Twitter this afternoon I saw a flood of emails & posts from marketers talking about how to use the incident/news to profit and what "marketing lessons" you could draw from last night's slap. Okay, that's all fine and dandy. You can definitely "use" news. I suppose I am right now. And I show people how to do it the right way in my [Daily Email Income course.]( But I wanted to provide an alternate take. Most businesses should absolutely NOT write an email... or do any sort of marketing or learn anything really at all from Smith v. Rock. And most businesses (non marketing-related) didn't this morning. They just sent out their regular emails. Business as usual. That's because news is relative for one. And two, people (aka customers) are smarter than us marketers and copywriters give them credit for. They can sense a money grab when they see one. We've all experienced an unwanted piggy back. If it's not relative enough, then as the business you're just competing with Google or worse... their friends for attention. It's easy to sit here in my office and tell a business owner... "Dude, slap up on ad of the Will Smith slap meme and relate it to your product. Advertise that shiz on Facebook. They'll go wild, bro." "Will they, sister? I sell dog pillows." .
. Ah, maybe I'm being too cynical. There are ways most businesses could creatively use the meme for a one-off campaign if they wanted to. Twitter, immediately after the slap, probably would have been best. But anyway, here's another unsolicited take on what happened last night... I saw Will Smith make a smart move even though I'm 100% certain he wasn't thinking this way: Smith chose the right target for his aggression and Smith has a couple hundred million dollars in his bank account. Rock was the right target because Smith knew him, and Rock is not the litigious type. And even if he were, Smith has a thick financial stunt pad. Plus, he used an open hand, ensuring a bloody lip at the worst. So the point is really, if you're at a bar and a stranger calls your balding wife "GI Jane", I'd recommend you think twice. This stranger seems unstable. And I'm guessing if you're at said bar, a $100M+ landing pad doesn't await your eventual fall. And of course, again, if you'd like to learn my way for using news in email marketing, check out [Daily Email Income.]( - Derek P.S. CopyHour re-launches next Monday April 4th.
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