As a marketer, you know that offer to list match is always more important than copy.
But in my experience, there are many tweaks and turns you can make in your copy that can help sell even incongruent offers to burnt out lists.
For example, there’s a simple subject line secret I recently used in an affiliate campaign selling an offer that wasn’t fully congruent. And the email I used it on kicked butt (it brought in nearly a quarter of the sales from the entire campaign).
And this subject line secret is totally counter-intuitive.
Because it’s all about lowering potential readership.
Which is why it’s something you’re very unlikely to hear bandied about by people who boast on their open rates.
But when it comes to less-than-congruent offers, this subject line technique (and carrying the technique through in the body copy) makes the prospect feel like the offer is catered to them.
And the truth is, it has nothing to do with talking about the offer and everything to do with talking about the prospect.
Which is a lot harder for most people.
Because understanding an offer is way easier than understanding a person.
We are complex human beans after all.
But if you’re ever in the position of selling not fully congruent offers (which I hear health lists have been selling financial offers profitably since Coroney hit, so it’s not as crazy as you think) this is the main technique I’d recommend.
Welp, that’s all I'm gonna say on the matter.
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