Perry Marshall has an idea he calls ‘rack the shotgun’.
Perry’s friend John Paul Mendocha spent time in Las Vegas as a professional gambler. Early in his career he went into a casino with an associate. Carefully and discreetly, the associate pulled out a sawn-off shotgun. He opened the barrel, and snapped it back in place with the characteristic “KA CHIC!”.
Most people around failed to notice, but a few looked around startled. The casino manager came over with a worried expression. “Is everything okay,” he asked slowly?
“Yup,” replied the associate. “Just teaching the boy a lesson.”
Afterwards when the manager had gone, he carried on. “See everyone who looked around?” he said. John nodded. “Those people are NOT marks. Do NOT play poker with those people…”
And thus the idea of ‘racking the shotgun’ was born. When you rack the shotgun in your marketing, you put out an offer. Most people will ignore it, and that’s okay. It’s really a test to see who is serious and paying attention.
I’ve been repackaging my email copywriting offer this week into a kickstart package. The revised package includes:
- The Story Map research project, where we pull together your content and stories
- 15 emails written and implemented in your current email system, OR 10 emails and 5 Facebook ads
- Google Analytics or Wicked Reports configuration to measure your results
Total cost if bought separately: £4,393 or $5,850 USD.
Package cost: well not as much!
Plus you can save an additional £1K, but only in July. The caveat is I’m only looking to do two of these projects at this price, and it’s first come first served.
“KA CHIC!” Read more here