[Clayton Bigsby removes his KKK hood to reveal he’s black. The white-supremacist rally attendees are stunned. One woman throws up. A man’s head explodes.]
There’s a reliable way to make a joke and it’s to put things in threes. You can make each subsequent thing more exaggerated, starting with normal, then moving to exaggerated, then moving to absurd.
Alternative: You can simply make the first two things straightforward, and then the third thing somehow unusual or unexpected.
Jerry: So we go into NBC, and we say we have an idea for a show about nothing?
George: Exactly.
Jerry: They say, “What’s your show about?” I say, “Nothing.”
George: There you go.
Jerry: I think you may have something here.
My point is not this triple thing. Instead, my point is something I heard marketing guru Dan Kennedy say.
Back in the 90s, Dan used to tour the country giving a rapidfire speech/sales pitch in front of tens of thousands of people in a different arena every night. As part of this speech/sales pitch, Dan said the following about his patented Magnetic Marketing 3-letter campaign:
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Our response was letter number one 7%, letter number two 8%, letter number three 3%. Total response 18%.
Now there’s two things you have to know. Number one, nobody gets 18% response from direct mail. 1.8% yes. Maybe my people, but nobody else does.
But what’s more important, if they stopped where everybody stops with letter number one, in their case, they leave 11% behind, they don’t get it. They don’t know it was there to get. Maybe they have an unsuccessful instead of a successful experience.
There’s magic in the structure itself.
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So that’s my point for you. There’s magic in the structure itself. Speaking of which, here’s another comedy triple:
“Mawwage. Mawwage is what bwings us togeva today. Mawwage, that bwessed awwangement, that dweam within a dweam.”
I’m traveling over the next several weeks. In fact, I’m writing this at the airport, while boarding is going on. I keep glancing over my shoulder, checking whether they will close the gate before I get a chance to finish and schedule this email.
Because I’m traveling, I’ll have limited time to write emails over the next few weeks, and no time to release or prerelease new offers during that time.
And since I forever closed down my Copy Riddles program last month, the only offer I have ready to go is my Most Valuable Email. If you read my newsletter regularly, you can expect to see it at end of emails where it belongs and where it doesn’t belong.
But today it belongs. Because my Most Valuable Email course is about the structure of some of my own most effective and valuable emails.
If you look over the emails I’ve sent over past several weeks, and you look at the structure, will find my Most Valuable Email trick used a dozen or more times.
There’s magic in the structure itself. In case you want my step-by-step explanation of this powerful Most Valuable Email structure, you can find it here: