Government Mule
Dear Friend,
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You know, Last week I took my older son Nick to see what may very well have been the most ah-may-zing concert experience I've had the pleasure of enjoying.
Gov't Mule was in town (yep, that's their name) and they were playing at the Tampa Theater, a simply gorgeous old movie theater that's actually 105 years old.
It's one of those old-time theaters that makes you feel like you're sitting inside someone's living room, and the place had simply perfect acoustics.
Gov't Mule is a band that came about as an offshoot of the Allman Brothers. Their lead guitarist, chief songwriter and singer is Warren Haynes.
And if I said this guy knows how to stir up your emotions, I'd just be scratching the surface of the power this man has.
Now I attend a "fair" amount of concerts. But you know what happened at this concert?
The more I got into the music being played -- the more I just wanted to run downstairs to the concession booth...
And Spend A TON Of Money!
And that's exactly what I did -- I bought a poster and a baseball cap with MULE on it -- that I'll be wearing to my seminar in Orlando in March (and deatils about that will DEFINITELY be posted early next week, before Thanksgiving) -- and the truth is, I would've spent MORE money down there, but I already had most of the other stuff they were selling, like t-shirts and CD's, so I was just "out of luck".
Ironically, I was discussing what was going on with the Mule's merchandising people, who work for a number of other bands as well, and they told me sales of the Mule's merchandise are substantially higher than other bands who often play at much larger venues.
Meaning their average sale, or more accurately their average total sale per buyer (there's another good lesson here, I hope you're catching it), is dramatically higher than other bands -- even bands who cater to a similar demographic audience.
The ONLY reason why this is going on is because of the way Warren Haynes and the rest of the band is making you FEEL when you're sitting in the audience.
Trust me, I have been to LOADS of concerts, yet I've never "felt" that moved before, and my reaction to wanting to buy loads of stuff so I could "bond" with the band, was NOT coincidental.
Stirring emotions really IS the only way you're going to get your prospects to buy, which is why good sales copy, combined with great direct-response positioning and a killer offer, works.
So if there's ONE thing you can do in your sales copy, you'd be well-suited (and well rewarded) to sit down with a piece of paper and try and figure out the strongest and most important emotional "hooks" related to what you're selling.
As a side note, I'd also say the sincerity of Warren Haynes comes shining through.
And just how important was it to him, that his fans were happy?
Important enough for him to stand out back after the show, and personally speak with every single fan who came to see him.
And not only did he stick around and speak to each-and-every one of us individually, but he also signed my poster. And when I told him the only thing better than seeing him play, was seeing him play while my son was with me -- he stopped what he was doing... dug into his pockets... pulled out his guitar pick... and gave it to Nick as he shook his hand.
You sure don't get THAT on T.V.
Now go sell something,
Craig Garber
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