I shared some of the hooks I used for the recent campaign yesterday. Here’s the response I got from my client for the draft:
The CMO –
“Wuyen – Love the email copies.. they are fab!! So engaging as usual..”
The CEO –
“Is the email not becoming too much focused on me and not so much on [Brand]? Would that not rub off our customers?”
Valid concern.
Here’s my reply –
“Don’t worry.
People always like to know more about the “people” behind the brand.
Brand is a very vague concept for most people. People cannot grasp a brand unless you are spending 4.5B/yr to print it in their mind—like Nike or Apple.
This is why…
Companies that ‘copy & paste’ billion-dollar brands’ marketing strategies fail.
In addition…
It’s tought for a prospect to ‘love’ a brand without having a real face first. (again, unless you have literally unlimited PR budget)
A good example is –
Apple leveraged Steve Jobs’s identity… and Nike used MJ’s personal branding for a very long time—until they didn’t need it.
The best way is to think of your brand as a person.
There’s this guy called [BRAND NAME].
He has many dimensions and characteristics. One side is called [CEO NAME]. The more I learn to love [CEO NAME], the more I know about [BRAND]. (not just the good part, but also the “selected flaw” we intentionally disclosed—like the overly passionate about a product)
The same goes for knowing more about [CMO], [COO]… or even Kevin on the support team.
Without all these “faces,” a brand is just a lot of vague words like ethical sourcing… quality… fresh.
Sure, important value, but it passes through one ear out the other. Because every brand says the same thing. It sounds like marketing language.
BUT
When you have all these faces, personalities, and dimensions, it feels real.
That’s why emails with a real human “Sender Name” usually outperform a Brand Sender Name.
The easiest way to build a brand is to start with a personal brand… expand to a team… expand to the whole brand.”
Here you go.
Email Branding 101 Masterclass.
To be continued…
– WYH
P.S. – if you don’t want to miss out, don’t forget to optin here