“In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.” – Seth Godin, 20 International Bestsellers Author
👆Read this quote again👆
Because this is EVERYTHING you need to know about marketing.
You stand out… or you die.
That’s why brands find celebrity endorsements.
That’s why Super Bowl ads need to be funny.
That’s why your emails need to look and feel different than each and EVERY competitor.
Now…
Here’s a challenge for you:
~ Find 5 competitors in your industry
(No, you are not THAT unique. Stop lying to yourself. You STILL have competitors.)
~ Join their email lists
~ And watch what they send you
My guess…
[Sender: Brand Name]
[Big Banner]
[LARGE Pretty Image]
[A CTA Button inside the image]
[A Corporate Signoff]
[Social Media Handles]
[Try to hide the unsubscribe link]
(I know because I’ve joined over 300+ email lists for research, and 90%+ do this. The worst even use a “no-reply” email address)
Now you know…
…what you should NOT be doing.
Here’s what I do for my clients:
[Sender: A person at BRAND]
[Zero Banner]
[Plain text story body]
[1-2 images (optional)]
[Simple hyperlink CTA]
[Personal Signoff]
[PS – To recap the offer]
[A fun “encourage to unsubscribe” message]
And I win—every s.i.n.g.l.e. time.
The last time I did a split test for a client…
My 6th and 7th-day plain-text, less than 100KB, story-driven email (in an 11-day “overly long” promo) STILL made more sales than their [🚨 Up to 50% OFF – It All Ends in Just 24 Hours!] HTML-bloated, image-heavy, design-driven poster ad email.
**Lesson for Business Owner**
I know. You’re probably doubtful.
So… your action item for the day is simple.
Stay open-minded.
Give yourself a chance to… split-test and explore the possibilities.
That’s all.
To be continued…
– WYH
PS – One of my mentors, a deliverability expert, once wrote:
“Email was originally designed as human to human communication… 1 to 1. Then marketing came in and turned it into 1 to many.
So the rules became tighter…
They would prioritize replies and two way conversations…
They would prioritize text based emails instead of image based,
They’d even prioritize emails with fewer links…
Because these are more in line with 1 to 1 communication.”
I wholeheartedly agree.