I’d have 1,327,895 women screaming to get into my lists, but that’s not the point.
The point is:
I finally got to watch Season 7: Episode 3 last night.
(I’m in Europe. We get our Game of Thrones on Mondays.)
I’ve actually been a GoT fan since way before the TV show came out. And I really liked this episode - especially since (I bet you saw this coming a mile away) it got me thinking about marketing.
You see, at the beginning of the episode there is this scene where Khaleesi meets Jon Snow.
The advisor girl - I forget her name: Miseryday or Missandei or whatever - starts introducing Khaleesi:
“You stand in the presence of Daenerys Stormborn of House Targaryen…”
Miseryday is a stickler for protocol, so she starts rattling off Khaleesi’s titles:
“... rightful heir to the Iron Throne, rightful queen of the Andals and First Men…”
And boy… does it go on for a while:
“...Protector of the Seven Kingdoms, the Mother of Dragons, the Khaleesi of the Great Grass Sea, the Unburnt, the Breaker of Chains.”
Now it’s Snow’s turn to be introduced.
“This is Jon Snow,” the Onion Knight says, and then shuts up.
There is an awkward silence where Khaleesi just stares at them with an ever-so-slightly raised eyebrow.
Realising that more is expected, the Onion Knight adds:
“He’s King in the North.”
Jon Snow is unassuming, but he gets the job done.
He defended the Wall, made peace with the Wildlings, pushed back the Army of the Dead, and while he was at it, took back Winterfell from the evil Boltons.
And guess what?
If Jon Snow were an opt-in offer, he would be this:
Now that landing page wasn’t knighted by any guru’s endorsement.
It wasn’t financed by Lannister gold.
Or written by an army of Unsullied copywriters, who don’t eat or sleep, but push out copy and A/B test all day.
It was a one-woman job by FAST50 student Leila Sewell.
No, it’s not pretty.
No, it’s not pithy.
Like Jon Snow, it’s unassuming, but it gets the job done.
And the job of your opt-in offer is to line up buyers.
I don’t care if your pretty page gets a 13250% opt-in rate (seriously, some of these marketing fakesters need to learn math).
I don’t care if your visitors go out and give birth to dragons just to subscribe the lizards to your list.
If they aren’t buying, you don’t have a business.
And, as I said, Leila’s “Jon Snow” opt-in gets the job done.
In fact, it lined up 3 buyers with cash in hand even before the landing page went up:
Wait… but why?
More to the point: How?
How does such an unassuming opt-in page with somewhat clunky copy actually catch buyers?
It works because of ONE line.
Actually, I read that line and thought, “I created a marketing prodigy. This is genius.”
Can you figure out what that line is?
Hit reply and hit me with your best guess.
And if you need a hint: The answer is hidden in the scene between Khaleesi and Jon Snow. Go watch it again.
(Yes, that’s a legitimate business reason to stop what you’re doing and watch Game of Thrones. Marketer’s orders. You’re welcome. 😉 )
I’ll reveal the answer in tomorrow’s email.
Until then, if you want a “Jon Snow” opt-in offer that gets the job done & actually helps you sell stuff, here are 1,500 ideas for 25 different industries.
