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Ecolumn - Wednesday, February 7, 2007
The Heart Attack Grill
I hope this email doesn't keep you up at night. It may contain some disturbing content.
Like me, you may think what they are doing is wrong.
Yet, there is an important strategy going on here that you can use to promote yourself as a copywriter and to promote your clients' products and services. There is nothing wrong with the strategy. It's just being used to cater to people's lesser qualities. You can use it to cater to people's higher aspirations.
While McDonald's has recently been trying to mask decades of sin with McVeggie burger and healthy salads, a new burger joint has opened in Tempe, Arizona, and they aren't trying to hide anything.
Here's just three items from their menu:
Single Bypass Burger - 1/2 pound of beef, bacon, 2 oz. cheese
Double Bypass Burger - 1 pound of beef, 2 layers of bacon and 4 oz. of cheese
Triple Bypass Burger - 1-1/2 pounds of beef, 3 layers of bacon and 6 oz. of cheese
They are called the HEART ATTACK GRILL and their motto is: "Taste Worth Dying For(R)"
With every burger you can get a side of Flatliner Fries, deep-fried in pure lard.
There is even a Quadruple Bypass Burger - 2 pounds of beef, 4 layers of bacon, and 4 layers of cheese (I don't know how anyone fits that in their mouth).
If you complete the Quadruple Bypass Burger, one of their waitresses in a skimpy nurse's outfit will push you in a wheelchair to your car.
The waitresses brought up threats of lawsuit from the Arizona State Board of Nursing. They were forced to include this disclaimer in all their marketing:
"The use of the word "Nurse" above is only intended as a parody. None of the women pictured on our website actually have any medical training, nor do they attempt to provide any real medical services. It should be made clear that the Heart Attack Grill and its employees do NOT offer any therapeutic treatments (aside from laughter) whatsoever."
Of course, that lawsuit threat only generated more free publicity. And they were getting enough already... simply for doing something so out of the box.
Sadly, they are catering to people's UNnatural tendency to eat junk and be slothful. Not good. I wouldn't eat in the place for anything.
And, judging by the slim waists of their "nursing" staff, they don't eat there either.
I do commend the Heart Attack Grill for targeting a specific niche of people and creating a unique message and environment just for them.
Most copywriters do the opposite. They target every business, and try to make their site look like everybody else's.
Swiping someone else's website to promote your copywriting services isn't going to get you far.
You need to be YOU.
Heck, unlike the Heart Attack Grill, you only need 3 or 5 clients.
One of the main benefits of Shaune Clarke's coaching program is learning to craft a real USP for your copywriting services. So when your ideal prospect goes to your website, they make a connection right away. Knowing how to inject personality, real-life tidbits and connection into your copy, can shave months, if not years, off finding the right clients. By right client I mean those who'll continue to give you a steady stream of work. To find out more, go to...
Capture, Captivate, Convert,
John A. Manley
Copyright John A. Manley © 2007
This ecolumn is protected by copyright. All rights reserved. Reproduction of any portion of this ecolumn is strictly prohibited without the express written consent of John A. Manley.
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