If you’re an email marketer, then the new Netflix documentary series Tiger King is a goldmine.
I’ve only watched the first episode. But it’s chockablock with profitable lessons for anyone who uses email to build a business.
To show you why, consider Carole Baskin, one of the characters in the documentary.
Carole is the CEO of Big Cat Rescue, an organization that’s on a crusade to make it illegal to own big cats.
This puts Carole at odds with Joe Exotic AKA “Tiger King”, an eccentric (to say the least) Oklahoman who operates a homemade zoo and owns 90 tigers.
Earlier this year, Joe Exotic was sentenced to 22 years in prison for allegedly hiring someone to murder Carole.
From what I can tell after watching one episode, Tiger King follows Carole and Joe’s conflict, collision, and eventual murder-for-hire conspiracy.
So that’s the gist of the Tiger King… but what the heck does it have to do with email marketing?
Lots!
Back to Carole Baskin to show you.
When Tiger King introduces Carole, it’s clear she’s on a crusade to stop Joe Exotic and others like him from owning tigers, lions, panthers, and other big cats.
In Carole’s eyes, this is a holy crusade. It’s good versus evil. Black and white.
Carole is not alone in her crusade. She’s supported by followers.
These followers, interestingly, look and act a lot like Carole: middle-aged white women decked out in cat print outfits, clearly passionate about (what they see as) the righteous crusade to end the ownership of big cats.
Watching Tiger King reveals a (very profitable if you know how to apply it) lesson:
If you lead a crusade, people will follow you.
People desperately want to join in a crusade, mission, or quest that’s bigger than they are.
Look at political parties.
Look at religious movements.
Look at popular stories like Star Wars, Lord of the Rings, and movies from the Marvel Cinematic Universe.
A big part of what makes these things so influential, so appealing, is the fact that they give you an opportunity to engage (actively in the case of politics and religion; vicariously with books and movies) in a mission.
This is true of businesses also.
You’ll attract better customers and clients, serve them at a higher level, and increase conversions when you lead a crusade, mission, or quest.
And in my biased (but correct) opinion, the single best way to do that is through email.
But how?
I’ll show you, using a very unusual example, in a day or two.
See you then,
-Paul
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