Have you seen it?

The Gdocs sales page for the Comeback Contract. Did you read it?

No? Okay, go back and read it.

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Let’s build this relationship based on trust. 

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Really, read it first.

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Okay. Hello. 

See? Now you get what I was talking about when I said the promo campaign is literally based on a thing that happened — a true story. 

Well, not on a “true” story because Hanz and Den aren’t real. 

(Please tell me you know that)

But the point is, a campaign is just more relatable and believable when there’s a real story behind it.

• My favorite marketer, Daniel Throssell, once launched a promo because he’s about to have his 4th child (he also did it on his 3rd). 
• My partner was once an active member of an NGO. She missed being able to directly help people. So when she’s running her cookie biz, we use that real sentiment to run a promo and a fundraiser for typhoon victims. We partnered with her former organization, and more than half the proceeds went to the cause.
• Angkas, the ride-hailing company, is also doing this all the time. An ostrich escaped from a zoo, then ran around a neighborhood. Of course, someone took a picture and the picture went viral. And guess what? In the picture, the Angkas logo could be seen on a guy’s helmet. Hours later, they ran a promo code “OSTRICH.”

That’s what I’m talking about.

Yes, promos during a holiday or a random flash sale could work.

But for a passion-driven biz like yours?

Campaigns based on REAL stories will work so much better.

Ah crap. I just gave away a high-level principle.

But hey, it’s you, so I don’t mind.

Johnrille