Short YouTube clip (Nate Tilley) advising that many marketing emails fail because they are overly safe and boring. Recommends studying competitors, deliberately doing the opposite to stand out, and using an authentic personal voice — being yourself — as the only truly original approach.
Most people are just so worried at offending people or coming off a certain way that their emails are just dead on arrival. No one wants to read them because they're just too safe, they're too boring. They are vanilla. You want to be that rich dark chocolate they find in their inbox that entertains them, that gives them some value and that they look forward to. You want to study the herd, Study what your market is doing and then do the absolute opposite. Because the chances are that your prospect is not only on your email list, they are on all of your competitors email lists. And most of these time these people are just copying each other. It's just all rehashed garbage. And they all say the same things in different ways. You want to be completely different. You want to be the wild card. You don't want to be the vanilla. You want to be some different exotic flavor. And the best way to do that is just to be yourself. Because being yourself is the only original thing. If you're just doing what everybody else is doing, by definition it's not original.
