• Fun
  • Engage!

    My daughter had her first tennis practice of the season yesterday and the coach asked each girl to pick a word to use to help them focus whenever they feel tired or like giving up.

    She chose the word “engage” from Star Trek.

    “Engage” is what the captain says when he or she wants the ship to move forward.

    Below is a clip of Captain Picard saying “engage!”

    I see they included some other words in this clip. I noticed how these words are so applicable to everyday copywriting situations and I like how pithy they are:

    “Let’s see what’s out there.”

    “I’ve lost contact.”

    “Make it so.”

    “Red alert!”

    “Report.”

    “I don’t want to talk about it.”

    “Get it done.”

    “Aye.”

    I think it’s a great idea to have a word like that so I’ve swiped “engage.” I think I’ll start swiping all the above phrases too. ­čÖé

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  • Email Copywriting
  • 3 marketing lessons from Emma Peel

    It’s about time Emma Peel from the Avengers makes an appearance on this blog. Sheesh, what took me so long?

    If you have the misfortune of being unfamiliar with Emma Peel and John Steed, the spy duo from the 1960s TV show The Avengers, then take a quick look at the one minute intro to the show:

    She shoots a cork off a champagne bottle. How cool is that?

    Emma Peel was as comfortable at a fancy dinner party as she was fighting villains with her signature Kung Fu moves.

    She was calm, never lost her cool, and was never, ever desperate, even when she was in hopeless situations. This is unlike many marketers who prefer to be like the constantly desperate Ralph Wolf.

    At the beginning of each Avengers episode, John Steed would let Emma know she was needed for an assignment and would do this in very creative ways. Here’s a video montage of some of these scenes (and check out the yellow ankle boots at the 5:15 mark):

    Steed’s message was always the same…”Mrs. Peel, we’re needed.” Yet he delivered this message in such creative ways that Emma always smiled and probably felt appreciated too.

    Your message is essentially always the same too…”Buy my stuff!” But are you being as creative as Steed in how you deliver that message? Do your customers smile and enjoy the message even though they know there will be a pitch?

    Finally, Emma Peel knew her services were needed, which is one reason why she wasn’t desperate.

    So there you go. Three marketing lessons from Emma Peel: Don’t be desperate. Make sure you or your product are needed. Be creative in delivering your “buy my stuff” message.

  • Fun
  • Fun Friday: Apple should use this as a commercial

    A 99-year-old gets her first computer – an iPad.

    She’s an avid reader and has glaucoma so this enables her to read again. She also writes poems.

    Notice how she’s all business and not flustered when sitting down with the computer for the first time as her daughters stand around in the background. I love how she asks “Where’s the comma?” at the 1:10 mark: