| Dear Chase, I was listening to some oldies the other day. I know for you, oldies are like ACTUAL old songs. Like some doo-wop type beat. But for me, 2009 is "old". I was listening to Rihanna sing about how she wants some dude to make her feel like the only girl in the world. It got me thinking. Not only do I want to make Rihanna feel like the only girl in the world (heart her), but I want to make YOU feel like the only girl in the world. I want my audience to feel special, because I know how powerful it is as a marketing tactic. There are a couple of ways that we can break this down. This is gonna be a fairly short email, because I have to get back to jamming to the Jonas Brothers. Here's how to make your prospect FEEL special, even if they're 1 of 10,000 people that visited your site or saw your email within that day. 1. "Special offers" How many times have you done a campaign for a client where you send an email to VIPs, and the subject line is something like: "10% off, for you only" And then the copy is something like: "Hey VIP, because we love you sooo much and you're sooo special because you gave us all of your money, we wanna give you 10% off your next order." You do it all the time, because it works. Most people don't know how email marketing works, so when you send an email that uses their name, talks about something specific about them, and talks to them nice… They feel special. 2. Use inside jokes This is something I've mentioned before, but this is huge when you're trying to build a brand. If the brand has a cool catchphrase or slogan that certain customers are familiar with, making jokes about that familiar thing makes them feel special. Disco does this a lot. Whoever runs their emails and their social account obviously has a huge crush on Ryan Reynolds, and they always make jokes about him in their copy. Some people get it, some people don't. But the people that DO get it, feel like they're in on something that no one else is. It's kinda cool. 3. Actually connect with people 1 on 1 This is not exactly a copywriting technique, but it's a general marketing thing. And this works especially well when you have a massive audience. I remember the first time you ever responded to one of my tweets when I was brand new and you didn't know who I was. I got a huge rush from that. Any time a brand or a founder takes 30 seconds to respond to a DM, or initiate a message with a customer makes a big difference in their perception of you. Or if a brand/founder is doing a livestream or a webinar, and they say what's up to you. Or if they answer one of your questions. Making that connection 1 on 1 is super memorable. And if you do it publicly, other people will see it and try to vie for your attention. They'll be jealous enough that they'll throw their dignity at you and try and get you to respond to THEM. Just so they can feel special. At the end of the day, Chase, everybody wants to feel wanted. And they especially want to feel wanted by someone who they admire. So, make your audience feel special. God knows they need it. Yours truly, Alex Sent from Copy MBA — the writing course every marketer should take. | 
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