Do you know what this is:
If you’re like me, you probably said it’s a cow.
Actually, this is Posh Spice. Posh is a pedigreed Limousin heifer, and several months ago, she became the most expensive heifer in the world. She sold at auction for a little over $359k. (Her owner described her as”smart and stylish” with a “lot of panache.”)
Speaking of farm animals:
Gary Bencivenga has this thing he calls the “Duck For Sale” principle. Sometimes, says Gary, when you have a duck for sale, just say so. “Don’t beat about the bush with a headline such as, ‘Announcing a special opportunity to buy a white-feathered flying object.'”
That’s good stuff, Gary. But don’t forget about the “Cow For Sale” principle.
Because sometimes, what you have in hand, or at the end of a rope, is a solution that is more specific than what your prospect really wants, or at least is aware that he wants.
I couldn’t tell Posh apart from any other cow. Maybe you couldn’t either. Maye you just thought to yourself,
“I just really need a cow right now. Any cow. That’s all.”
In that case, no sense in being stubborn. Don’t push a specific headline on your prospect such as, “Pedigreed Limousin heifer for sale — daughter of Gingerspice.” Because that will fly right over your prospect’s head.
Instead, swallow your pride and write a less specific headline. Something like:
“Beautiful cow for sale. Milk for miles, cheap to keep. Call 617-459-POSH”
One final point:
Are you looking for entertainment as well as education, specifically in the field of persuasion? In that case, check out the opportunity at the other side of this link — it might be just what you need.