Who goes to Las Vegas and doesn't gamble?
Well, that was the case the first time I went to Las Vegas several years ago. I was there for a grand total of 48 hours to attend an event put on by my friend Ryan Lee.
This time around, when I was there a few weeks ago for Justin Goff and Stefan Georgi's Copy Accelerator event, I realized by the end of the second day there that I hadn't gambled one bit. Even after having to walk the hotel's long, snaking paths that force you to go into "the belly of the beast" and pass through the casinos.
(They allow people to smoke there, so you can't help but get cigarette smoke residue on your clothes. "The Copywriter Club" co-founder and fellow attendee Kira Hug said she actually liked it...said it "smelled like the '80s").
In any case, late LATE on the last night of the event, after the afterparty and the after-afterparty (and all that "Thumper" that ensued...it's a drinking game, get your mind out of the gutter), a few of us ventured through the snaking paths of the casino once more.
I thought, hey! here's my chance. Let me plunk down 20 bucks on a slot machine.
Faster than you can say "stock market crash" my $20 vanished.
The only other time I gambled was a few years ago in a Maryland casino. I'd taken my mom there for her birthday. We were actually given $25 each to spend when we checked into the casino (it's like a drug dealer: the first time's always free).
We each took turns at a slot machine. With my first few bets, I had turned the $25 I got for free into $85. My mom had similar success. And we knew it was time to quit and head over to the nearby Ruth Chris where we enjoyed a nice steak dinner.
That Vegas slot machine wasn't nearly as good to me. But life is about taking risks.
Ordinary, everyday things we take for granted are now considered "risky" thanks to the coronavirus. I personally am taking things seriously. And I know for some of my Copy Insiders who live in Italy and other parts of the world that have been greatly impacted, it's been extraordinarily difficult with a tragic loss of life.
It's important to take responsibility as much as possible to avoid getting and spreading the virus, especially to elderly parents and others who are vulnerable.
Just take common sense precautions...but don't stop living.
Even going to the gym these days feels like living on the edge, but I was there again this morning. Before I went I had, as part of my Coronavirus "cocktail", some of a new and delicious greens drink Ryan Lee's company Rewind is now offering. It actually tastes good, like Tang (I swear I'm not getting any commissions! just sharing here...)
I wiped down all the equipment before using...made sure the person on the treadmill next to me was at least 3 feet away...but found myself wondering why everyone sounded European all of a sudden. (Paranoia shows itself in strange ways!)
So here's what I wanted to share with you today (I know it took a while to get here...)
While many copywriters and businesses (especially in the financial space) are suffering financially, sales are down, and uncertainty is causing lots of stress, there are clearly opportunities that are presenting themselves.
The important point I want to make is how you pursue these opportunities and handle things with your customers is of paramount importance. For example, supplement marketers may want to ramp up the "fear" and promote immune boosters and other products, but need to tread carefully.
My favorite marketing-oriented attorney Peter Hoppenfeld (he's the best!) recently shared that the FDA and FTC have sent out warning letters to 7 companies in just the last week about making unsupported coronavirus claims.
Others that have large-scale events coming up in the next month or so are taking responsible action to cancel or postpone them. I was wondering how long the organizers of Traffic and Conversion Summit were going to finally face reality (after a week ago jumping into a Facebook discussion on the topic and insisting there was "no way" they were cancelling.) Now on their website it's showing this message...
Even as early as this morning, I was seeing ads on Facebook for the T&C event and getting emails. It would have been nice to acknowledge what the prospect was thinking/wondering, and assure them with some kind of communication about refund policy, credits towards future events, or something. (If anyone was signed up to go, I'm wondering what kind of communication was sent out?)
There are opportunities to send communications to customers and simply do the right thing. It'll go a long way towards building customer loyalty and long-term value. Think to yourself: has the coronavirus changed anything that I need to address with my customers, to put their minds at ease and make it safe for them to buy from me?
I've received numerous communications in my email inbox in recent days. Airlines letting me know they'll waive cancellation fees. Same for hotels. Even restaurants letting me know they're taking extra hygiene steps.
But the best communication is one I got this afternoon from Loom. I just started using their free option to make copy critique videos for the folks in my Fast Track to A-List copy mentoring program, and I love it. (My students love it, too, because I end up saying things that I wouldn't normally type into comments that they find insightful.)
It's the perfect example of "doing the right thing"...reinforcing the purchase decision (I now want to purchase the upgraded Loom Pro option) by pointing out the benefits of use, especially perfect right now for so many of us...while at the same time making their Pro option available for free to teachers, professors, and others who now have to scramble to do their lessons remotely with students.
Here's the email I got from "Joe from Loom"...of course, they embedded a Loom video in it. Make sure you watch it (when you click the picture below it should take you to it...)
Watching that video did all the right things in terms of how you want your customer to feel about your company. And it all seemed so natural and done for the right reasons. (I also carried out their desired action of sharing it right away with a teacher and professor friend).
The takeaway here is, now more than ever, think of how you can be of service to your customers and prospects. Don't think of them in terms of what you can extract from them.
A business that grows and prospers over the long term always comes from a place of service...in normal times and trying times like these. But it's an even more powerful strategy and will greatly differentiate you from your competition when you do it when things are tough.
Yours for smarter marketing,