Why the British hate American marketing?

The MemoMen

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1775.

 

Back when Americans were called "Colonists".

 

A pamphlet was spreading through the Thirteen Colonies like wildfire.

Its message?

 

Independence from Britain was the only path to freedom.

 

Thomas Paine, with a mere 47-page pamphlet, catalyzed the American Revolution.

 

Paine was a master of persuasion, and he used a number of effective techniques to get his readers to take action.

 

He appealed to their emotions, he used logical arguments, and he made it clear what the consequences of inaction would be.

 

But more importantly...

 

He tapped into the people's deep belief in Protestant Christian values at the time...

 

They used metaphors and stories they already understood...

 

And connected it to the idea of independence aka what he was trying to sell.

 

You see, this is almost exactly what we do with our daily memos.

 

You've heard me talk about narratives and storytelling before.

 

I've told you about my thoughts on this in these little emails I've been sending you.

 

It's the way we engage our audiences in the "Three I’s":

 

1. Intrigue

2. Inform

3. Influence

 

The way we tap into all three is through stories.

 

Think of this memo for example.

 

I used the story of Thomas Paine and the American Revolutionary War to create intrigue and...

 

Inform you on how persuasion works.

 

From there, I've got your attention and opened up your brain to receive more information.

You're primed for influence.

 

Even now, while you're reading this it's happening.

 

Crazy right?

 

Now would be the perfect time for me to point to something I want you to consume...

A sales letter?

 

A webinar?

 

Another email?

 

Whatever I want as long as it's in your self-interest.

 

This is the crux of how these daily memos work.

 

It's how we've been doing $200k months in our info business.

 

All in about 325 words, sometimes less.

 

This email has a lot of layers, so pay close attention to it.

 

I'll see you on the flip side.

 

Kind regards,

 

- The MemoMen