Yesterday, I wrote an email for a client. It started out as a pretty typical day, but quickly turned into mayhap one of the favorite emails I wrote.
Well, I believe it will make my client lots of cheddar. Always a good thing.
But that ain’t why it was one of my favorite reasons, so keep reading padawan…
As I was conducting research for the angle to use for said email, I did as I typically do and checked aht the reviews other customers have left.
(Lesson in there)
As I scanned through the reviews, I stumbled upon perhaps the best review I’ve ever seen:
Back in 2012, an NFL player suffered a brutal shoulder injury. Everyone—team doctors, specialists, and even this player himself—thought his season was over.
But then, somehow (this was long before I started working with this client, in fact, I was still in high school), this NFL player stumbled upon my client’s website, found the product I was promoting, and started taking it.
Well, he came back to play only a few short weeks after suffering the shoulder injury mainly because of my client’s product he used.
And you can bet your sweet arse that I used this review from an NFL player to base my entire email around.
It didn’t matter that he left his review in 2012.
It didn’t matter that he wanted to remain anonymous (and I’ve since done a little digging to find out who said player was).
It didn’t matter that this review was buried in the reviews because it was old.
And it didn’t matter that our audience is not NFL players or even in their athletic primes.
I took full advantage of a professional athlete leaving a review. And when I finally unleash this email to our list, you can bet your sweet arse that it will back up a Brinks truck.
Celebrities are often hired to promote certain products. Travis Kelce, for example, has a million different commercials on TV right now.
But most celebrity endorsements fall flat:
Anyone remember the Kendall Jenner Pepsi one?
And there’s an endless list of high-level athletes promoting fast foods, sugary drinks, and the whole nine yards.
But this review from an anonymous NFL player is different:
It gives our product a slap of proof that no other celebrity endorsement can do (unless, of course, the celebrity paid for a certain product instead of getting paid to promote it).
And it adds an air of prestige for our entire customer base: There may be NFL players, musicians, and other people you admire among you!
I have no idea if my client even remembers receiving this review.
Moral of the story?
If an NFL player leaves a review for your product? Use it.
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