Getting Chased By A Red Light District Hooker

Last time I was in Vegas with my wife, before going to the airport for a really late flight (that was also delayed), we were walking past the Cosmopolitan hotel when I noticed some girls dancing in the windows, with red neon lights.

And it reminded me of our honeymoon. Don’t laugh.

We actually went to Greece, but we spent a few days in Amsterdam prior to that. And of course we had to visit the famous Red Light District.

Why? For one, I had relatives who lived there at the time, and they insisted on taking us there, after spending a day at the Rembrandt House Museum.

This was literally the next day after our wedding.

So we go to the Red Light District, and I innocently had a camera hanging around my shoulder, when all of a sudden one of these girls runs out and almost jumps on me, screaming… “You can’t take pictures here.”

Not that I was planning to, but the mere sight of a camera got her all worked up. Apparently these girls get really offended by this.

Go figure.

brussels, belgiumThe next day, we took a bus tour to Brussels, Belgium. Beautiful city.

And as we we’re about to go through one of the main streets, there’s a detour because of construction.

Now, if you’ve ever been on any tour in your life, then you already know that the most important part of the tour is tour guide.

A boring tour guide will make the trip to even the most interesting place feel like torture. And a great tour guide will make the most boring place fun, exciting and memorable. Keep that in mind next time you book one.

Well this particular tour guide was truly one of the best. Not only did she do the tour simultaneously in 4 different languages, but she was fun, cracked jokes and made you feel like a kid going to a zoo for the first time.

So as we hit this major construction which would have definitely delayed the tour, she says…

“Guys, this is really good news. I’ve got a surprise for you just a few blocks away.”

Because we had to take a detour, she made the driver go through… that’s right, the Brussel’s Red Light District.

How ironic. Visiting TWO Red Light Districts. In 2 cities. On two consecutive days, right after your wedding. LOL

Anyways… she says… “As we turn the next corner, get your cameras ready, because these girls get really upset at anyone taking pictures, and they won’t be expecting a bus coming through so you’ll have a good 10-15 seconds before they figure it out and pull the drapes”

True story. Almost 18 years later, that’s one of the “highlights” we still remember.

Now…

What does all this have to do with marketing and making money? EVERYTHING.

If you want to be a great marketer, you need to be just a great tour guide.

Make your marketing, especially your emails fun, exciting and stick out like tourist with a camera in the middle of the Red Light District. ­čśë

This is radically different than what most emails do. In fact, it’s the complete opposite.

You see, most emails, will put Richard Simmons with a sugar rush to sleep. They’re plain. Dull. And boring.

But if you can make it as exciting as an unexpected trip through the Red Light District, now we’re talking.

How do you do it?

Step 1. Tell an engaging story

Any story can be made engaging if you really put your mind to it.

Stories are the most powerful way to communicate with others because we are HARDWIRED to pay attention to them. In fact some of the most powerful sales letters are built around stories. Even fictitious ones. Like the Wall Street Journal letter.

Just look at this story above. A simple stroll through one of Amsterdam’s spots, and a bus tour to Brussels made for a somewhat interesting story. And if you put your mind to it, you have hundreds of stories in your life which could easily be used for marketing. Even when they don’t seem like “marketing” stories on the surface.

Step 2. Connect the story to your product

At some point in your story, you have to make a connection to your product. The above story about my trip through the “Red Light District” was actually used in an email to sell an Email Marketing training program.

The point I was making with the story is – you need to get attention. And using this I could have easily connected it to a number of training products.

– How To Write Ads
– How To Advertise On Facebook
– How To Create Headlines
– How To Create Engaging Videos
– How To Create Blog Posts

You get the point.

With this same story, you could also sell travel services and tour guide services (the part about the tour guide perfectly leads into that).

You could sell about writing screenplays (because the element of surprise is important in a movie).

You could even advertise a restaurant with a little tweaking to this story. “Just like this great tour guide, we make your night at our restaurant a surprising adventure….”

You with me?

Step 3. Write an attention grabbing headline or subject line

Without this step, nothing else matters.

attention grabbing headlinesIf you’re reading this, I’m willing to bet that the edgy and somewhat shocking title of this post had something to do with it.

If you want your emails, blog posts, or videos to stand out “like a tourist with a camera in the middle of Red Light District”… you need a great headline, title or subject line.

Just look at Yahoo News, Reddit, or Buzzfeed for inspiration. As people scan these websites, they click on the most “engaging” headlines. Right?

Go to the checkout counter at your local grocery store and you’ll see some really catchy headlines from tabloids. Some think they’re ridiculous, but let me tell you – THEY WORK. These tabloid magazines occupy some of the most expensive real estate in the store. The checkout counter. Where “impulse buys” happen. And they do strictly on the power of catchy, bizarre, shocking and curiosity provoking headlines.

I mean, who doesn’t want to read about a “Bombshell Secret Tom Hid From Katie & Nicole!” (with a picture of Tom Cruise, Nicole Kidman and Katie Holmes next to it)?

Or “The Donald Trump Nobody Knows… The Babes & Bucks – Who He Loved & Why… The REAL Reason He Hates Obama & The Clintons

Even if you don’t care, now you want to know. Because these headlines tap into one of the most powerful emotions marketers need to tap into – curiosity.

Bottom line is this… in today’s hyper-competitive marketplace, it’s not just the best products that win. It’s your ability to get attention, tell an engaging story about your product, and how you market it that’s either going to keep you stuck with a garage full of it… OR… make it fly off the shelves, filling up your coffers in the process.

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Vitaly Grinblat has over 20 years of experience in sales, marketing and advertising. Including running his own financial services agency for over 10 years. Since 2005, he has created a number of information products online, as well consulted with and designed advertising campaigns for private clients, generating over $10,000,000 in sales. Currently Vitaly is involved in a number of businesses and projects including creating marketing campaigns for a large publication company, running an e-commerce business, a nutraceutical company and Success Thread.

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