I remember reading something Gary Halbert said a good while back.
It goes like this…
John Wayne and Boy George both have raving fans. And while some people
like macho guys who mow down Japanese people with machine guns,
others like sexually confused singers who wear dresses… and never
the twain shall meet.
When you try to be everything to everyone, you end up being nothing to
When you try to sell to everyone, you end up selling to no one.
When you try to please everyone, you end up pleasing no one.
Okay, I think that horse is well dead.
Another thing that fits nicely here, is that when you’re afraid to
speak your mind in fear of offending people, what you’re really doing
is diluting your message to appease the very people you shouldn’t even
want to connect with in the first place.
And yet, we see this all the time.
Every email I read follows the same theme.
There’s no Oomph.
No real character behind the name.
You get me?
I’m not saying that all emails are bad. It’s just that I see no real
purpose behind them.
It’s all about how great my content is, or how great my products
are, but rarely do I get a sense of what the person behind the product
is all about.
The rags-to-riches story has been done to death – and I don’t think
they inspire people the way they used to. But maybe that’s just me.
Anyway, what I like to see, is character.
Warts and all.
Just enough to spice things up once in a while.
Beats the hell out of always searching for new gimmicks and tricks to
get higher open rates.
Anyway, just a thought for you to, well… think about.