When the mall lights flickered and shut off and the only light in the darkened Starbucks came from my laptop, I knew something was afoot.
Most customers filed out of the shop, and people in the mall started panicking and running hither and thither.
I’ve never seen a human stampede up close, but the first moments of the mall going dark were interesting for sure.
I peered out the glass wall at the mall’s skylights, and they were almost black—this was my first inkling that elements of Tropical Storm Alberto had showed up, and I decided to wait it out.
Eventually the 19 year old Starbucks manager had to lock the doors, so I had to move on.
As I waded into the midst of frightened tweens and mall-walkers, I saw the funniest sight I can remember in a long while…
Amidst the dim emergency lighting there stood a single kiosk with full power…
A beacon of hope in a storm-cloud of darkness…
It was Auntie Anne’s Pretzels.
And not only did mall management feel that the pretzel shop should be the only store connected to backup power, there were people who bellied up to the counter to get their pretzel on.
Storm or no storm…
Stampede or no stampede…
Ain’t no time a bad time for pretzels.
And these disaster-defying pretzel-lovers aren’t unusual… they’re the right people confronted with the right offer.
Marketing Campaigns that Sprout Cash-Geysers Depend on Three Things
In order for a marketing campaign to blow past expectations, three things need to be spot on:
- Your list
- Your offer
- Your sales copy
And yes, that list IS in order of importance.
Put the wrong offer in front of the right people, and your campaign’s a dud.
Put the right offer in front of the right people, and even mediocre copy will make your campaign a winner.
You get the idea…
Put the right offer in front of the right people, and neither snow nor rain nor heat nor gloom of night will keep customers away.
[bctt tweet=”Neither snow nor rain nor heat nor gloom of night will keep customers away from the right offer.” username=”theellispond”]
If you feel like your offers could be stronger, or you need help getting your offer in front of the right people, email [email protected] and let me know what’s going on.
Otherwise, click below to get 19 questions that will crank up your sales copy to get the most out of your campaigns…