I was rushing through the busty street, holding a ticking poo-bomb. It was the most stressful 20 minutes of my trip.
Last week, my wife and I took the little one on a last-minute adventure across the channel to Asia’s World City.
We were wandering along the exotic yet weirdly familiar streets when…
*sniff sniff*
“Did you smell that?” I turned to Tracy with a stone-cold face.
Tracy slapped her forehead.
Every parent’s worst nightmare when you’re on the road.
Diaper Duty
LUCKILY
We were in one of the most bustling cities in the world.
There are over 250 shopping malls here…
Surely, it would be easy to find a nursery room…
…right?!
NO.
The following 20 minutes were the most stressful part of our whole trip.
We could not find a mall to save our lives.
Every building around us “looks” like a shopping center, but when we burst through the entrance…
“Damn, another office building.”
“Why would you make it so hard to find a mall?!”
Now, let me make an awkward transition to a marketing lesson:
Marketing is all about standing out.
(just like how shopping malls SHOULD BE)
You can have the best product in the world…
But if your marketing materials—be that your ads, emails, or even direct mail—look identical to those of your competitors, prospects will ignore them.
Not their fault.
Your prospects see 10,000+ ads a day.
Why would they stop and read yours?
That’s why –
Amid the BF frenzy…
When all your competitors send colorful, image-loaded emails that scream “aDvERtiSiNG” from a mile away…
A plain-text, story-driven email—like something from a friend—will stand out.
Remember, always zig when others zag.
Cheering for you,
– WYH
PS – Many business owners are currently pulling their hair out due to emails hitting the spam or promo tab. Well, I guarantee you –
It will only get worse…
(Gmail has been tightening the rope since 2021, 2022)
…unless you start following better email practices.
No, I don’t mean slapping a chunk of magic “get out of jail” code in your email.
I’m talking about plain ol’ simple:
– Build relationships
– Earn trust
– Tell more stories (with less images)
– Maintain a consistent mailing schedule/volume
PPS – Another fun thing to watch…
Even though every “sample email” inside a Klaviyo group focuses on the “design,” but did you notice that Klaviyo themself sent:
Plain-text emails with no design and no image.
Just clean hyperlinks.
Let that sink in.