The news is usually full of shit, but when you find a current events piece that relates directly to your business, product, or industry, use it!
The “contrast email” is all about comparing and contrasting two different ideas.
One idea is plaguing and enslaving your clients, fans, and readers.
The other idea will free them, save them, bring them success, etc.
As outlined in my book, The Anti-Marketing Manifesto, using contrast in your writing is a great way to MEI (motivate, educate, inspire) people.
Here’s an example.
Say you’re a home remodeling company.
You see a “news” article about the housing market.
It pumps out fear, claiming that home prices are going up, shortages abound, and it will probably be like this forever… therefore, everyone should cower and hide under the bed.
You contrast that idea with the opposite: LOVE. FREEDOM.
You write a contrast article for your email list.
It opens up with a personal story about how your son was afraid of something this morning.
You came in and shifted the energy, so that he wasn’t afraid anymore.
(Show the conversation and details of what happened.)
Then you segue into your RANT or commentary about how the “news” article is pumping out fear.
And you’re against that.
You transition with, “Never be afraid as a homeowner.”
“Never let the market dictate your experience as a home-owner.”
(Or some other high-level principle or idea.)
“Fear is a waste of life…
“That’s why OUR COMPANY is in the business of creating homes that people truly love.
“You don’t have to sell your existing house that you love, just because this market is going crazy.
“If you’ve been thinking about adding a room… let us build that room for you.
“Click here to book a call with one of our client specialists.”
Etc. Etc.
You’re contrasting a negative idea (fear) from a news article… with a better idea (love, freedom), while tying the solution directly to your service.
If anyone on your list was even remotely thinking about adding a room or remodeling their home… now they’ve got a gem of wisdom permanently imprinted into their mind, courtesy of your contrast email.
This sets you apart from all the other home remodeling companies in your industry that AREN’T using the contrast principle.
No one’s doing it, because it takes effort to put together a thoughtful written piece.
Michelle
P.S. You can write contrast emails for any industry, no matter what your product or service is. How will you use the contrast principle to MEI your readers?
Michelle Lopez Boggs is a copywriter, copywriting mentor, and author of "The Anti-Marketing Manifesto: How to Sell Without Being a Sellout." She's helped her clients sell millions of dollars' worth of products and services online by using the MEI(S) principle — motivate, educate, and inspire, and sell. 