Today’s subject line should wake some people up, eh?
And while I don’t have any juicy gossip or scandal to share, I DO have an email marketing tip about language (yes, even “dirty” language) that, if you follow it, will likely make your emails FAR more responsive and profitable.
Anyway, here’s the low-down:
This past weekend I got a (rather amusing) email from a lady who was offended by one of my recent email tips.
In this case a single word bothered her.
The word?
“Suck”
(From my last email: Why Most Sales Pitches Suck)
It gave her heartburn because (and I swear I’m NOT making this up) she said it’s offensive to the gay community. And that it’s an ugly, dirty “bash” word that she is surprised hasn’t been banned from public use yet.
Wowzers!
Whatever the case, she’s obviously welcome to her opinion.
And, in a lot of ways, I’m GLAD she said something.
Why?
Because it makes for an important email marketing lesson.
IMHO, when writing emails, you have an ethical, professional and… yes… MORAL duty to be yourself — “warts” and all.
I’m talking about showing the real YOU.
The guy or gal who is NOT perfect.
Who is not always “politically correct.”
And who has a view point uniquely YOURS, communicated in the exact same way you would say it were you talking to someone face to face.
Now before anyone gets any funny ideas…
I’m NOT saying to go crazy cussing and swearing.
For one thing, the spam filters will zap your emails. And for another, it could have some pretty nasty unintended consequences. (My own standard is never to say something I wouldn’t say to my grandma. But that’s just my opinion.)
But this isn’t just about language.
It’s also about being genuine.
About showing the REAL you by writing just like you talk — with YOUR particular colloquialisms, quirks, mannerisms and personality.
And if someone’s offended?
Hey, that’s their problem.
You’re not in business to not offend people, are you?
I hope not. Because if your marketing isn’t turning OFF those who aren’t your ideal customers, then chances are you’re not turning ON those who are.
So if you offend somebody, then too bad for them.
They can delete your email or leave your list.
While everyone else will respect you all the more.
Ben Settle
P.S. For more advanced email marketing tips that don’t suck, check out “The Copywriting Grab Bag” (especially the Terry Dean interview in Appendix Eight) over at:
