Marketing Miley: Lessons from America's Pop Princess on How to Get More Email Copywriting Clients

This is hard for me to say …

Really. Just to THINK of these words — let alone say them — makes me a bit nauseous. But, here goes …

Last Saturday night, I attended a Miley Cyrus concert.

There. That wasn't too bad. At least I kept my breakfast down.

Okay, so I'm being a bit dramatic here. But, you have to understand that my concert choices normally consist of bands I grew up with, like Journey, Van Halen, and The Police. Little Miss Cyrus was a monster leap to the other side of the spectrum.

But it was my daughter's 9th birthday and Miley (otherwise known as Hannah Montana) is her all-time fave singer. So, we made the trek to join 15,000 other Tweeners for two solid hours of shrieking, glow-stick waving hysteria.

The show was pretty much what I expected. Weepy pop ballads and catchy made-for-radio hits. Lots of dancers, video screens, and costume changes. Age-old stage clichés to elicit an eardrum-breaking response (“ARE YOU GUYS READY TO ROCK?”).

However, what I DIDN'T expect was the bevy of marketing inspirations that flooded my creative brain, and how they can directly relate to generating more email and autoresponder copywriting business.

For example …

Miley knows who butters her bread — preteen girls and the parents who pay for their stuff. And she wasn't about to disappoint.

The show was geared specifically towards this group. There were no sex/drugs/rock-and-roll references like you'd find with a more “grown-up” band.

Most songs were on the light, fluffy side, and moved quickly from one right to the next, with lots of flash, pizazz, showmanship — and very little in-between-tunes chatter.

How does that relate to you getting more business? Easy. When a client asks to see a sample of your talents, give them EXACTLY what they want.

If they desire three emails targeted towards the financial sector, give them three emails targeted towards the financial sector. If they want them to come in at 350 words or less, fire up the word count tool. If they need several subject lines, give them a dozen.

I've seen it happen a hundred times. A copywriter gets asked to “perform,” so they hit the stage and belt out their favorite songs. Only problem is, that may not be what the audience came to hear.

What if Miley had gotten up on stage and started singing the collected hits of Engelbert Humperdinck? Although I'm sure she could do a passable version of “After The Lovin’,” that place would empty out faster than a fire drill (most likely preceded by a 20-minute chorus of boos).

So don't offer that brilliant series on weight loss you love so much just because you think it will “wow” them. They don't want it. They don't need it. And most of all, they don't CARE.

All they want to see is what you can do for them and their particular business. Anything else is a waste of time. So give them exactly what they ask for and your chances of a standing ovation (and a return performance) will go through the roof.

Another aspect of Miley's show that jumped out at me didn't take place on the stage. Nope — it was going on OUTSIDE of the arena in the hallways. And the sound it was making was a very loud “cha-CHING.”

The tour is being sponsored by Walmart, so their name was plastered on every banner within eyesight. Pretty typical for something like this, and not unexpected in the least.

But Walmart wasn't just going to stop with a few flags announcing Miley's new line of clothing. They were going for the marketing jugular — and they hit it square on the neck.

Just past the souvenir tables packed with $45 t-shirts was a group of desktop PCs where you could try your luck at upgrading your seats to the front row. All you needed to do was fill out some information and you would be entered immediately. The computer would then run a “check” on your name to see if you won. If so, congratulations! If not, the next person in line gets a shot.

I watched as two different people won the upgrade while I was standing there. Which just fueled the fire more … and stretched the lines to around the corner.

There was also a makeshift photography studio set up, where your little one could stand in front of a green screen and get their picture “taken” with Miley on stage, in her dressing room, etc.

All free. No cost whatsoever. Just go to the website on the little card they handed you and type in the code to get your picture.

But, guess what? Yep — more information to hand over before you get it. Like buying preferences, opinions about Miley and Walmart, etc.

So, what was the big deal?

The brilliance behind this was the “information” part. Before you could get the goods, you had to give your name, birthdate, address, email, and all the other stuff. Little to ask in exchange for a free picture and instant upgrade to the front row, right?

But, now Walmart has a whole new prospect (and a highly targeted one) to market to. And, at every stop of the tour, thousands upon of thousands of additional leads pour in.

So, how does that help you get more email and autoresponder copywriting clients? Think of it this way …

Walmart could have simply put up some banners and flags and called it a day, thinking “this will do wonders for our branding.” But they didn't. They went the extra mile by thinking OUTSIDE the box.

By offering free photos and free chances at front row seats, they were able to go deeper into the marketing funnel and grab tens of thousands of new prospects.

You can do the same with your business. Don't just settle for putting up a website and hoping potential clients come looking for it. Because I'll tell you from experience — they WON'T.

You've got to get outside of the norm and think about new and different angles to get people's attention. One of my favorites is offering them a freebie of some sort — maybe a short three-email series or some affiliate promotion copy — just to get your foot in the door.

Then they can really put your talents to the test and see how you can make them more money. And, when they make more money, YOU make more money.

Besides, there aren't very many entrepreneurs and small business owners who would say no to some free copy — especially if they're heavily invested in email and autoresponder marketing. So the chances of you being rejected are minuscule.

See where I'm going with this?

There's plenty of potential clients out there who are desperate for your services. You just need to find some new and different angles to get their attention, then give them exactly what they're looking for.

Do these things and you'll be well on your way to having more email and autoresponder copy business than you know what to do with.

[Ed. Note: Jay White is a copywriter who specializes in writing autoresponders and emails for the guru elite, including Rich Schefren, Alex Mandossian, Jeff Walker, Stephen Pierce, and many more. But there's more business out there than he can handle, and potential clients are banging on his door daily. So if you're looking for the fastest, easiest way to break into the vastly underserviced — and highly lucrative — world of email and autoresponder copywriting, go here now!]

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Published: October 28, 2009

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