Just Think Of Your Mom

Author

Max Sturtevant
August 12, 2024

The Inbox Newsletter

Hey it’s Max from The Inbox Newsletter.

Kind of an interesting quick one here today…

I’m going to explain how thinking of my mom has made my clients millions of dollars.

“The Consumer Isn’t a Moron; She is Your Wife” - David Ogilvy

This is a quote from the GOAT of advertising, David Ogilvy, in the book Confessions of an Advertising Man (amazing book btw).

Now, I don’t have a wife, so I’ve changed this frame to be my mother.

And every email I write, I think of my mother in mind… going about her day, waiting in line at the grocery store and checking her email.

Let me take this a step further.

What is he saying with this quote?

Don’t Insult the Customer’s Intelligence

He states this directly… but you insult the customer’s intelligence if you think a few adjectives will convince them to purchase.

No, just give the facts and let them decide.

A slogan won’t get somebody over the edge… everybody can do that.

The only companies who will make sales give the actual facts on the product, and don’t waste space or words on stupid platitudes.

This applies to my mom.

She’s a smart woman.

A dumb slogan like “We make your teeth shine bright like a diamond” isn’t going to get her to purchase.

You know what would?

“We are backed by 51 clinical studies which prove we reduce plaque 117% better than our competition”

Give the facts!

Think… Would My Mom Buy This?

It’s so easy to think of the numbers from your emails or ads as just numbers on a screen.

But there are LEGIT people on the other side.

People like your mom.

This helps me really visualize the customer and what they would do when this email is sent to their inbox.

I’ve adopted this frame since day 1 and it is one of the main reasons I’ve at least had some success for my clients.

Email Inspiration Of The Day

Brand:
Snif

Email Design:
https://drive.google.com/file/d/1XXdYwOH-cOz_VeQ9HWt1Pt2qs-8nFt62/view?usp=sharing

Notes:
Couple things I like and don’t like about this email…

I like how simple it is. Hero section and links to products. Amazing.

I don’t like how difficult it is to read. I would prefer if this background had some sort of darker overlay so the text was easier to read and less distracting.

I would add some facts about the new product too, such as how much SPF is in it… the customer needs facts!

Testimonial Template #22

A great way to boost your authority in any email is to throw in a testimonial.. here’s a quick section you can toss in wherever to boost conversions.

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you want to join a community of 100+ members with daily tips from me, get feedback / support 24/7, AND get design templates that can make 5,000+ unique email designs click here » 

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