I’ve said it before (many times), and I’ll say it again:
My #1 favorite business book is “The System Club Letters” written by “Email Players” subscriber and the undisputed “founding father” of internet marketing (even Time Magazine more or less admitted it):
Mr. Ken McCarthy.
And one of my favorite parts in his book is when he compares jazz to business:
“Copycats don’t get far in jazz. In fact they don’t exist. Unless you can figure out how to bring something new to the table, there’s no seat for you. Business is a little more tolerant of ‘knock off’ artists, but in the long run the prize goes to businesses that develop a unique personality. The ‘me too’ business makes for slim pickings.”
While you let that soak in, here’s another true life Ken McCarthy story:
He recently and graciously interviewed me for his System Club.
And, one of the first things he asked about was subject line advice.
And the advice I gave was, first and foremost, to write subject lines that don’t sound like something written by anyone else.
Very simple advice.
But, not necessarily very easy advice for a lot of folks.
Even people who study copywriting have a hard time coming up with something that doesn’t sound like something that’d be written by someone else, and is just more easily-ignored “me too” marketing.
But, your long-suffering storyteller has a 2-part cure for this.
First, is what I teach in the “Email Players Skh?ma Book”.
(The book I send to new “Email Players” subscribers)
The second, and even better, cure for me-too marketing and sales copy is simply following the advice in the September “Email Players” issue. It goes way beyond just heavily using your personality, having a unique personality, and saturating your marketing with your voice (all important), and taps into a deep, almost bottomless well-like principle of persuasion and influence and marketing I would say not 1 in 1,000 marketers — especially online — even thinks about, much less uses or uses properly.
The deadline to subscribe in time to get it is in less than 48 hours.
Here’s that secksy link: