Most small businesses advertise their goods or services in some way but very few of them relate it to what is going on in the world around them and how their customers might feel.

Compare this with the way that successful companies work. They take actions:

  1. They communicate regularly.
  2. They make their communications topical.
  3. They appeal to the emotions of their customers and empathise with them.

For example, Costco.co.uk sent out emails and an advertisement within 24 hours of the start of the mini-heatwave in July 2016.

Here is why it was so good:

  1. The subject line of the email was “These fans will blow you away!” This is an eye-catching headline for a population experiencing hot, humid weather. It ‘forces’ your eye to the next line.
  2. At the top of the email was a large headline “STAY COOL THIS SUMMER”.
  3. The headline topped a panel of photographs; a woman in a sunhat sitting by a pool, holding a cooling drink; a woman sitting in front of a fan in her home; a young boy on a surfboard.
  4. The rest of the email had examples and deals on related products:

     

    • Fans
    • Air-conditioning
    • Pools
    • Boats and water sports.

Whatever business you are in, there are bound to be topical subjects that you can build naturally in your marketing campaigns.