C’mere, sit on my righteous lap, and I’ll tell you a secret:
Back when Child elBenbo used to visit his dad every other weekend, we’d spend those Saturdays watching low-budget B horror movies. And, during the breaks, a guy dressed up like a ghoul called “Svengoolie” would do some kind of goofy skit or bit that’d help lighten up the dank subject matter of the horror movie playing, and even became “part” of the entertainment itself… often cranking up the ratings (and, thus, profits for the TV station) far beyond what they’d normally be.
Such is the sales & marketing power of a talented “horror host.”
And before you ask, a horror host is just what it sounds like:
A horror show presenter or host — in the tradition of the ancient theatre presenter — but who assumes a campy or humorous horror-themed persona like ol’ Svengoolie or Vampira or (my favorite) the Crypt Keeper. These horror hosts were often newscasters trying to make some extra dough on the side. But an awful lot of them were just talented boys or ghouls who knew how to take something that isn’t otherwise appealing and make people want to consume it.
Case in point:
There is an excellent documentary called “American Scary” about some of the most influential horror hosts who ever lived. One of the many different horror hosts & TV historians they quote is a guy named Bob Burns.
And in my opinion, he summed it up best:
“If [the horror host is] really very good you’d rather see them. The movie is secondary.”
Yes.
Criminals agree with that, too — as there were some studies done showing crime went down during certain shows each week with especially popular horror hosts.
You also probably agree, whether you realize it or not.
Because if you’ve ever watched, for example, a show like Tales From The Crypt, and found yourself looking more forward to that wrinkled little nutsack Crypt Keeper’s jokes and commentary than to the show itself then you, my friend, have experienced this phenomenon first hand.
Which brings your daily email “horror host” Bengoolie to the point.
Actually, I have two points.
1. These days even our entertainment needs entertainment to get it consumed!
2. To put some deeper thought into just what your “role” is as a marketer, freelancer, or business professional of any kind with something to say.
I’d argue you will be most effective if you play the part not just of email marketer, but as the “horror host” of your offers. And I would further argue the more complex, deep, serious, “professional”, and heavy the content you are selling, the more important this is to do.
Okay that’s that for today.
To learn more about the email-side of marketing go here:
Ben Settle
