Why The Weeknd Is Paying To Perform At The Superbowl Halftime Show
I got this e-mail today and wanted to share it because there are many lessons here:
Subject Line: He is spending 7 million on the Super Bowl
Body Copy:
Talk about putting your money where your mouth, shoes, and moves are.
According to Billboard Magazine, The Weeknd, Abel Tesfaye, invested $7 million of his own money to ensure his performance at the Super Bowl Halftime Show goes exactly as he wants it.
In a new interview with Billboard the 30-year-old said that while the Super Bowl ordinarily covers all production costs of the show, he wants to make his performance extra special.
He told the magazine, "We've been really focusing on dialing in on the fans at home and making performances a cinematic experience, and we want to do that with the Super Bowl."
You see, The Weeknd knows this is his opportunity to get more exposure to more people than ever before. And instead of hoping it goes well, he’s taken matters into his own hands.
'Cause no one needs another Miss Jackson moment…if you know what I mean.
He isn’t wasting the money on a crazy night out renting a yacht and bringing on America’s Top Model.
He is making an investment to attract his right-fit audience.
Which brings me to you, Mike .
When it comes to driving in sales, do you hope you’ll get more customers or do you do something about it?
The pinnacle to my company’s growth is based on profitable lead generation…aka getting more than a dollar back for every dollar spent growing my list.
But something I still do is double my money. But now instead of betting, I use Facebook ads.
In fact, our average is to 3x our ad spend to attract our right-fit customer.
Want to find out how you can too?
Halftime Show optional.
Cheers,
Kim “I Watch for the Halftime Show” Walsh Phillips
PS. This is a one-time-only live workshop so reserve your spot now and join us there. Reserve your spot now.
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So why am I sharing this e-mail?
Because it's about writing engaging copy that's useful and entertaining (look at the last few articles and you'll see that I'm a big believer in being entertaining over educational).
In the e-mail, Kim weaves a business lesson into an interesting story. That in-and-of-itself is great, but she's also using pop-culture to do it. Another term for this is "newsjacking" and it's very effective and way under-utilized.
Last year, in working with a number of marketing manager for IT service businesses we took a security breach at MGM hotels in Las Vegas, which left 10.6 million customers accounts exposed, to create an e-mail campaign that they could send out with the theme, "What happens in Vegas DOESN'T stay in Vegas."
This was a much more entertaining headline and campaign than the usual e-mails that they were sending out.
I'm not going to go deep into this because writing super engaging e-mails is NOT my specialty, but there are three people I'd recommend you follow who do an amazing job.
Kim Walsh-Phillips (whose e-mail I shared above) was heavily influenced by Dave Dee (www.DaveDee.com) who was heavily influenced by Ben Settle (www.bensettle.com).
Subscribe to their lists, read, and learn!