This bizarre fridge trick will make people actually read your emails

Did you know that the key to improving your email marketing might be hiding in the fridge?

Let me explain.....

Back in the late 1990s, a British comedian named Tony Hawks was in the pub with a friend.

As closing time drew near, his friend bet Tony that he couldn't hitch-hike round the whole of Ireland....

...with a fridge.

So Tony did what any sensible man would do after a few too many beers....

...and accepted the challenge!

I promise you this is a true story which spawned a book that I have read more than once, and later a film.

The next morning, Tony went out and acquired a small, somewhat cumbersome fridge, marking the beginning of what was to be an extraordinary journey.

As Tony made his way across the Irish Sea and into the heart of Ireland, he couldn't help thinking that his peculiar choice of travelling companion was going to be something of a hindrance when it came to thumbing a lift.

But the opposite was true.

The fridge quickly became a magnet for attention and the opener to countless conversations.

In a small Irish village, he met Sean, a jovial pub owner who, after a hearty laugh, offered a pint on the house for Tony and a snug corner for the fridge. Sean regaled him with local folklore, adding a magical hue to Tony's journey.

Before long, the media picked up on what was happening. Tony was interviewed on the radio and the people of Ireland began looking out for him on their travels, keen to be the next person to offer him a ride and get the chance to sign the fridge as if it were a classmate's plaster cast.

One of the funniest incidents from Tony Hawks' journey, involved a surreal moment when he met a surfer in the west of Ireland who suggested that Tony take the fridge surfing.

Towards the end of his journey, Tony stumbled upon a quaint farmhouse at the edge of a picturesque village.

Here, he met Eileen, a sprightly elderly woman with stories etched into the lines of her face.

Her initial amusement turned to curiosity, and she invited Tony and the fridge inside for a rest.

In her cosy kitchen, Eileen shared tales of her youth and the changes she'd witnessed, her words painting a vivid picture of a bygone era.

She treated the fridge as a distinguished guest, filling it with leftovers and joking that it should carry its weight.

Each interaction, each burst of laughter, brought Tony closer to the heart and soul of Ireland.

The fridge, initially a cumbersome challenge, transformed into a bridge between Tony and the people he met, unlocking doors to homes, stories, and unexpected friendships.

And so, what started as a drunken bet in an English pub evolved into an unforgettable exploration of Ireland's warmth and spirit.

Now, you might be thinking, "That's a fun story, but what does it have to do with my email marketing?"

Well, here's the answer.

Just like Tony Hawks used his fridge to build unexpected connections with people across Ireland, you should be using emails to build genuine relationships with the people on your list.

Think about it. Tony's fridge was an icebreaker (with an icemaker).

It was a conversation starter that led to memorable encounters and stories.

When you send emails to your list, your content can be that 'fridge' – the thing that opens doors and starts conversations.

Here's how you do it....

First, ditch the corporate speak. Write like you're chatting with a friend over coffee, not presenting at a board meeting.

Share stories, be a bit self-deprecating, throw in a joke or two.

It's about making your reader smile, think, and feel engaged.

Next, get personal. Not 'here's what I had for last night's dinner' personal, but show that you understand their challenges, their industry, or their day-to-day issues.

Tailor your content to speak directly to their experiences. Remember, you're writing to one person, even if a thousand people are reading.

And here's the number one thing – be useful.

Every email should offer something – a tip, an insight, a helpful resource. It's like giving a small gift each time you land in their inbox.

Because that's how you turn an email list into a list of relationships.

Finally, listen and adapt. Just as Tony adapted his journey based on the people he met, pay attention to your audience's responses.

What do they click on? What do they ignore? Use this to fine-tune your approach.

In short, your emails should be less like a billboard or a newsletter and more like a friendly, insightful chat.

That's the fridge-in-Ireland approach to email marketing – unexpected, memorable, and surprisingly effective.

And if this is something you feel you need some help with, my book "The Smarter Soloist’s Guide to Building an Automated Lead Machine" includes a comprehensive section on email marketing that shows you exactly how to build these kinds of genuine connections with your audience.

Click here to get your copy today.

All the best,
David.

PS - You know, there's something else about Tony's fridge journey that mirrors a vital aspect of email marketing.

The power of email marketing lies in its ability to surprise and delight. And you won't do that if you send a boring old newsletter.

Instead, you need to be that bright spot in your reader's cluttered inbox, much like how Tony's fridge brought unexpected joy on his journey.