The mosquito whining in Seth Godin’s ear and the art of the great appeal
- Fri, September 09 2011
- Filed under: Fundraising essentials
Marketing guru Seth Godin talked about malaria on his blog this week, and it’s a stellar appeal. We can learn a lot from his approach.
Here’s how a great mind makes malaria relatable and compels us to action:
1. VIVID IMAGE. He starts with an attention-getting title of the post, which was “That buzzing in my ear didn’t mean I was about to die.” That detail seizes the imagination. I read his blog every day, but I read that post immediately when I saw it in my inbox.
2. PERSONAL STORY. He continues with a personal story: “Six weeks ago, at midnight, I found myself awake but wiped out from jet lag. I was in a lumpy bed, in the dark, in an obscure, $20 a night, John-Waters’-esque former country club. I was in Kitale, Kenya, near the Ugandan border.” Wow. You have to read on.
3. LINK TO A CAUSE. He then elegantly ties his experience to that from people on the other side of the world, much in the way Stove Man, whom I blogged about yesterday, brings home a far-off concept. He says, “A mosquito was buzzing in my ear. (Why do they buzz in your ear?). I had meds, of course, but what if I didn’t? What if, like so many who live here, I had kids and no money for medicine?”
4. SPECIFIC ASK: He then asks you to buy a book of ideas (which is really interesting to his audience) to support malaria-fighting programs. He also asks readers to Tweet and visit a website. Because he probably knows people don’t always take multiple actions, he puts the most important one first.
5. TANGIBILITY: He explains exactly where the money will go.
I like to say a great appeal answers four questions. Seth nails all four. Follow this model!
Why me? (Why should I care?) - Seth tells us a personal story to which we can relate.
What for? (What will happen if I act?) - He explains exactly where the money will go and what it will do.
Why now? (Why should I care now?) - Seth points out it was World Malaria Day.
Who says? (Is the messenger credible?) - Seth speaks personally and authentically to his own community, which makes him a great messenger for malaria with his enormous tribe.