I almost saw a 60-pound pitbull rip a meek terrier to shreds this morning while walking through the park.
The owner had to put in overtime to keep him on that tight leash…
(One can only imagine what would’ve happened if he wasn’t strong enough – yet another argument for hitting the church of iron regularly.)
There was a lot of ruckus and commotion, and well…
That got the eyeballs of pretty much everyone in the vicinity.
We simply cannot shy away from conflict – doesn’t matter where we are or what we do…
It gets our attention.
And yet…
Most marketing (not just in the supplement space) is devoid of any form of polarity.
It’s all Plain Jane neutral Vanilla.
Is anything inherently wrong with vanilla?
(It is a fine ice cream flavour after all…)
No…
If you like boring.
Boring marketing – boring anything really – doesn’t get consumed/bought from…
Something engaging does.
And there are few things more engaging than conflict – it’s the coin of the realm when it comes to all influence & persuasion.
So to save my emails from blending in with the choir…
I developed “The Nervous Test”
It’s a test I run before I send out EVERY SINGLE email.
(Whether for my own newsletter or my client’s.)
And it’s insane-in-the-membrane how straightforward it is:
If the email you’re about to send doesn’t make you at least A LITTLE nervous to send out there in the wilderness of the interweb…
…then you’re being too vanilla – too passive.
And that hardly inspires any action from anyone – not opening your email… not reading your email… not clicking on your email… let alone buying from it.
[Part of this email’s content has been removed from this Email Echoes version of it.]
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