An anti-email strategy “embedded” inside the DC Universe…

Alvin Schwartz is best known for some of his Batman and Superman comic-book stories.

But he also created a completely new character that goes a bit under the radar:

Bizarro.

Bizarro is the polar opposite version of Superman in every way:

• • His name is Kent Clark instead of Clark Kent…
  • He has freeze vision instead of heat vision…
  • He has flame breath instead of frost breath…
  • He says hello when he leaves and goodbye when he arrives…

Schwartz remarked that the idea behind Bizarro emerged because, at that time…

The market was flooded with one-dimensional, simplistic, paper-cut-out superhero characters.

So he took the best hero of them all – Supes…

…and just flipped him upside-down.

Bizarro ended up being one of DC comics’ most successful anti-heroes.

This proves the late Earl Nightingale right when he said:

“If you want to succeed, just look around at what everyone else is doing, and do the exact opposite.“

That simple advice has served me well so far.

Especially when it comes to email:

• • 99% of the supplement industry sends out graphic-heavy HTML emails? I send out plain-text emails
  • 99% of the industry offers 13 different supplements to buy in an email? I have a CTA for just one
  • Most of the industry sends out 1-5 emails/month? I email daily.

At worst? 

The Bizarro approach to marketing makes my email stand out like a nun in a brothel.

And in an industry as crowded and saturated as this…

…standing out is a good 80% of the whole game.

But all of those decisions aren’t purely just doing the complete opposite of what everyone else is doing…

Each of those decisions were thoroughly thought out, and there’s a definitive one or more reasons behind them.

They’re all broken down – soup-to-nuts – inside my book.

(You have 11 example emails in the Appendix section.)