Copywriting

The Rise & Fall of Story-Based Emails

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I want to share some intriguing data with you.

And then we’ll discuss how you can turn that data into cash.

Back in June, I worked on a project where we sent 3 emails using 3 very different appeals:

  • Email #1 pointed to a big opportunity
  • Email #2 shared a unique story tied to the opportunity
  • Email #3 went hard on urgency, with a deadline just hours away.

Take a look at some of the raw data:

Let me quickly paint the picture:

Before Delta flared up so fiercely, the travel bug started ravaging the American populace. My client suggested that was a money-making opportunity for investors in the stock market.

That first email pointed out facts: the travel industry was down $4 trillion… but was on pace to more than make that up in the coming months.

The second email took a different approach. I told a story about Qantas Airlines “flight to nowhere” (which Inbox X-Factor members may recognize from one of the Weekly Email Plans)…

…and how that PROVED people were so desperate to travel that they’d get on a plane that landed at the same airport it took off from.

Again, the third message warned the reader he had just a few hours to take advantage of to travel industry’s recovery.

Take another look at the stats above…

The open rates are all pretty similar.

The click-to-open rates are wildly different — and not directly correlated to conversions.

The benefit-driven, “here’s how much you can make” email was the worst performer of the bunch in terms of sales.

The story-based email destroyed the other two in conversion rate. Readers who clicked were at least 49% more likely to buy from this email than the others.

(It’s worth noting that my client sends promos like this every week. The second email is almost always the worst performer of the three. It’s usually not so story-focused, though.)

And the urgency email had the most sales by a wide margin, even though it had a much lower conversion rate. The higher number of clicks more than made up for it.

How Does This Put Money In Your Pocket?

In 3 ways.

Understanding the lessons we learned in this instance (and which I’ve seen bear out in multiple scenarios over the past few months), I encourage you to:

1. Build urgency into your promotions wherever you can (which is probably more often than you think).

This particular client uses urgency the same way week after week after week… and it keeps on working.

It’ll work for you, too.

2. Tell stories more often…

… but consider letting urgency take the lead as you get close to a deadline.

Good stories tend to generate higher quality clicks and significantly higher conversion rates.

By the way, you only need 3 things to write a good story, as you’ll discover in this video:

Bonus: If you’re just unsure about what kinds of stories to tell, here are 7 story-based emails you should be sending your list.

3. Test everything. Even what you think you know for sure.

My data shows that story-based clicks are generally more qualified, but there tend to be fewer of them.

So you test.

That’s who you to find out where the revenue sweet spot is for you.

Now, go forth and conquer – and make sure you send story-based emails about your victories.

Wake the Dead: How to Revive Inactive Email Subscribers

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Scene from Michael Jackson's Thriller video | email marketing

People ask me this all the time…

“I haven’t consistently emailed my list for a long time. What can I do to revive folks who’ve gone cold?”

The question came up again in mastermind I do copy coaching for. A mastermind member asked how to reengage subscribers who hadn’t opened an email in 180 days or more.

I thought you might get value from the response I shared.

One note before I get to that.

As you know, most of those inactive subscribers are probably out of the picture. Make sure you’re using your best ideas on the engaged portion of your list, where you have the greatest chance of success.

That said, how do you save the small percentage of inactives you may still have a shot with?

Here’s how I normally play it:

1) Come up with the most enticing offer you can make.

Plan to send a short (2 or 3 message) sequence to the unengaged segment. I’d consider subs unengaged after 90 days.

2) Communicate the crazy offer with crazy subject lines.

As we’ve discussed around here someplace, subject lines like the following tend to get noticed and opened at a high rate:

  • I’m sorry
  • DANG! I messed up
  • I can’t believe I let this happen

You can also try more direct, emotional subject lines like:

  • Did I do something wrong?
  • Do you hate me?

Or more aggressive challenge-type subject lines like:

  • FirstName, should I give your spot to someone else?
  • Should I take you off my list?
  • I’m kicking you off my list in 48 hours

These can work like a charm. They make people mad, so you may have some blowback from that, but at least the angry folks will make a choice to reengage or get lost.

Also, specific subject lines about the offer itself, mentioning super low cost, free offer, etc. can generate lots of interest.

A recent example that worked incredibly well was

  • “5.99…SERIOUSLY, FirstName?!” (It also worked with $497 as the price point.)

—> Need more subject line ideas? Check out my Subject Line of the Day videos <—

3) Again, I’d make this a 2 or 3 message sequence.

Mix up the subject lines to hit them from multiple angles: (ex. Email 1: I’m sorry; Email 2: offer-based; Email 3: you’re toast in 48 hours)

4) I’d probably ignore them after that.

I usually delete super old people from the list, but clients sometimes keep them on an inactive file for ad targeting purposes.

5) Going forward, treat people as unengaged after 60 days (90 days worst case).

Because anyone who’s ignored 2 months of consistent communication is unlikely to suddenly get re-engaged without switching up tactics (like we’re talking about in this thread).

Now…

There are a couple other tricky moves you can use, but some of them are more likely to get people’s attention for the wrong reason.

1) Try an unexpected FROM name instead of what you usually use.

There are differing opinions on this tactic. I don’t think you want to change it up all that often. It’s a solid tactic when used in moderation.

You can put the offer in the From line. A client of mine used “Your Free Book” as the From line (sending to the regular list, not unengaged) and found it boosted opens and total sales.

I’ve used the Easter Bunny…Santa Claus… my son’s name… just weird stuff to catch people off guard and generate curiosity.

Or you can try something like “Support” or “Customer Service” generically. The subscriber may think it’s more of a transactional email and pay attention as a result.

Which leads me to…

2) Use a transactional-sounding subject line.

The kind of subject lines you get from a service you subscribe to, or from your credit card company or bank.

“About Your Account” has gotten huge open rates — but if the subscriber feels like you’ve tricked him, he may not be in the buying mood.

This is a bit of a dirty trick. Use your discretion when considering rolling it out.

3) One of my best parting subject lines…

I used this one many times and it consistently performs well.

“Have you given up on this?” is a great subject line when you’re getting ready to end a promo… or the relationship with an unengaged subscriber.

It’s a bit of an ego challenge and definitely a FOMO reminder.

Stole that one from Chris Voss’ book, Never Split the Difference.

— — —

That’s it.

If these subject lines suggestions and email ideas were helpful and you’d like more content like this, check out Inbox X-Factor.

In addition to subject line templates and a weekly email calendar to save you time and effort having to come up with topics to write about…

You get video trainings to help you make your emails even more profitable.

I’m working on a brand-new video outlining my Consumption Maximization sequence, which I recently used double total click-throughs and nearly 5X total consumption of the content I wanted my list to see… with almost no additional effort.

(If you’ve been on my list since March, you were part of the experience and didn’t even know it.)

You’ll get all that and more inside Inbox X-Factor.

I could talk about email all day. But I know you have things to do, so I’ll leave you to it.

Have a productive day!

TV News: The Original “Infotainment” (Oh! and Propaganda)

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Did you see the video clip of a director at CNN (google “Charlie Chester”) admitting the network is basically a propaganda machine?

Now, this isn’t a shocker. Most adults realize every news network is biased… and getting worse every day. But it’s interesting to hear it straight from the horse’s mouth.

Believe it or not, this is a useful topic to discuss. I’m going to use it as a springboard to introduce a few ideas.

If you’ll indulge me for a moment, I think could be very profitable for you.

1) The REAL Purpose of the News

Have you ever heard the term “news hole”? Give yourself a big gold star if you have.

Most people — even journalists — haven’t.

The news hole is the amount of space or time a printed newspaper, magazine or broadcast show has to fill after all the advertising has been sold.

In other words, if an hour-long news show contains 18 minutes of commercials, the news hole is 42 minutes.

Note the priority here.

Advertising comes FIRST.

There is no “ad hole” they need to fill after covering all the news they want to report on.

Informing and educating the public is a secondary consideration. (Tertiary, really. More on that in a moment.)

You know this is true. All shows are structured around the commercials, not just the news.

In fact, all content is essentially a vehicle to deliver marketing messages.

And they use teasers and open loop cliff-hangers to get you to sit through commercials through the whole program.

Here’s the takeaway:

I know you probably love educating your readers about your area of expertise. And that’s great.

But understand that it’s tough to stay in business if you insist on making “content king.”

Instead, your content ought to be designed to bring people in for the REAL show… the offers you’re going to put in front of them.

Don’t get it twisted.

2) Of Course the News Is Biased!

When you realize news is primarily designed (by the big outlets, at least) to sell advertising…

And you realize advertising is most profitable when it’s targeted to specific demographics, psychographics and affiliations…

It all makes sense.

News SHOULD be slanted to attract an emotionally hot audience.

Sounds terrible to even say that. But that’s where we’re at.

Here’s the takeaway:

Being “fair and balanced” is dangerous… and a wasted opportunity to influence for good — and profit.

As a secondary consideration, the people who run the media companies have agendas. So on top of selling advertising… they make every effort to indoctrinate their audiences.

Whether the indoctrination is purely based on a lust for more money/power/respect (“It’s the key to life” ~ The Lox)… or more altruistic reasons like “saving the country”… I’ll leave that for another time.

3) The Truth About News Anchors

How is it that newscasters are celebrities? Some are superstars.

Granted, being on TV can make you a celebrity almost by default. But if the news is supposed to be objective… why don’t media outlets intentionally find Ben Stein’s character from Ferris Buehler’s Day Off?

Instead, they go out of their way to find and develop attractive people with engaging personalities. They invest big bucks with companies like Magid to make their anchors even more likeable.

Why?

Because:

  • viewers won’t be bored into watching the news
  • we form emotional attachments to the people on the screen
  • we come to trust people we continually listen to, somewhat irrespective of their adherence to objective journalism. Some news anchors have become some of the most trusted people in America, despite parroting propaganda on a nightly basis.

    (Some have also joined the ranks of America’s wealthiest.)

Here’s the takeaway:

Put your personality into your content and your copy. It can form emotional bonds, develop trust and help you move closer to the ranks of the wealthy in your field.

Have a productive day!

Will Apple’s iOS 15 Update Kill Email Marketing?

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When people say “email is dead” you can pretty much always ignore them.

They’re probably selling a new shiny object (or they’re just mad they haven’t figured it out).

Recently, you may have heard a bunch of conversations with a similar apocalyptic tone.

Many entrepreneurs and marketers are freaking out about how Apple’s coming iOS 15 update will affect your email marketing.

If you haven’t heard these conversations yet, you soon will. Because the impact will be big.

I recorded a video explaining what iOS 15 and Mail Privacy Protection are, along with insights and actionable tips to help you navigate the coming changes.

If email makes up any percentage of your revenue, you have to prepare NOW

Because soon, the split tests you’ve been doing won’t work.

Most of the segments you’re building for your email list will be scrambled.

Your re-engagement campaigns will be pointless.

The iOS 15 update will turn the email world upside down — and it looks like the changes could go live as early as mid-September.

I’m revealing 5 steps you need to take to protect your profits on Monday, September 6th.

If you’d like to join, get details and register here.

None of the email experts I’ve seen are talking about the most important adjustment you need to make. I’ll show you what it is AND how to do it on during this training.

I hope you can join!

Imposter Syndrome Is Hurting Your Conversions… And You Don’t Know It

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Wanna know why you’re not closing more sales than you are right now?

I haven’t dug into your business, but I can tell you one reason.

Imposter syndrome.

Quick story.

I recently had a conversation with a guy I’ve known for about 20 years named Allen. We kinda came up together. Even had the same job at the same company on two separate occasions.

Over the past few years, our incomes really started to diverge. I regularly offered advice and encouragement. But he never seemed to be able to change course.

During this conversation last week, Allen inadvertently gave me a hint about why he was stuck.

“I’m not like you, Donnie,” he snapped at me.

Which is just plain false for a whole bunch of reasons.

As I said, we kinda came up together, worked some of the same jobs, etc.

(And yes, I realize this sounds a lot like scene between Derek and Chi from Save the Last Dance, but this is real life.)

Anyway, the point is this.

Over the years, the greater the difference between our incomes, the LESS he paid attention to the advice I gave him.

In his mind, he believed those ideas, strategies and resources wouldn’t work for him… because he’s not like me.

Imposter syndrome rears its hideous head.

Guess what.

The moral of this story applies to your marketing and your business.

Because YOU suffer from imposter syndrome.

There’s the twist.

I didn’t say you HAVE imposter syndrome.

But you almost certainly suffer from it…

Because your should-be clients have it.

They may listen to your advice. They may respond well to your encouragement. But many of them simply cannot bring themselves to change course.

They don’t believe your ideas, strategies and resources will work for them.

Because they’re not like YOU.

This Amazon review is a funny example… and sad at the same time.

This reviewer’s own self-doubt is blocking him from getting valuable information from the very people who have achieved the results he’s looking for.

But he just can’t see it.

How Do You Defeat Their Imposter Syndrome?

The brutal truth is that you won’t be able to beat in for a big chunk of your audience.

I won’t go so far as to call them hopeless…

Let’s just say your energy will be better spent focusing on the smaller percentage of “kingmakers” on your list.

With that in mind, here are a few tips:

1) Keep painting a vivid picture of a specific, desirable outcome.

Never underestimate the power of desire. In some cases, people will change their entire belief systems when they want something badly enough.

I get nervous every time mention this. But I trust you to do the right thing.

2) Tell more stories that illustrate that you really ARE like your reader. Or, at least you used to be.

Again, some people won’t be able to clear that hurdle. Don’t worry about it. The ones who get it will get it. And you may compel a brave minority to take action in spite of their self-doubt.

3) Show them examples of other people who really are like them. Detailed testimonials can go a long way here.

4) Make it insanely easy and low-risk to take the first step.

Offer a sample. A free or low-cost trial. A courageous money-back guarantee.

If it makes sense, maybe even offer to partner with them to get the result they’re looking for.

Get them to take the first step and they may come to see that, “hey, maybe I AM like you, Donnie.”

5) If you can do so honestly, demonstrate that even a caveman could get the desired result – with your help.  That way, imposter or not, they should be able to find success working with you.

Now…

This has been a lot of information. If it’s been overwhelming, I apologize.

Let’s simplify quickly before we get out of here.

You have “Allens” in your life. They’re on your email list. Maybe in your sales pipeline.

And their imposter syndrome is costing YOU money.

Try not to let that frustrate you.

Display your flawed past and the near-flawless ability of your product or service to produce their desired outcome (to whatever extent it’s reality).

You’ll convince the convincible… encourage the faithful… and put more sales on the board.

Know, Like & Trust is a LIE

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Unpopular opinion:

The “Know, Like & Trust” factor in marketing has cost entrepreneurs a bajillion dollars since John Jantsch popularized the concept in 2007.

Literally blocked a bajillion dollars from being deposited in their accounts.

Nobody is telling you this.

But I care about you too much to leave you in the dark.

No matter what your favorite expert says…

People don’t buy because they KNOW you.

Here’s a prime example. Think about all the times you asked your family to support your business. How did those conversations go?

If you’re like most entrepreneurs I know, less than 1% of your business comes from the people who know you best: family and friends.

(Friends you met after starting the business seem to be an exception.)

In most cases, people don’t buy because they LIKE you, either.

Or because they TRUST you.

We make buying decisions based on desire.

We buy what we want.

Knowing, liking and trusting the seller can help. But it plays a supporting role, not the leading role.

Don’t act like you’ve never bought merchandise from a hustle man who you’ve never met and have no reason to trust.  

If you have what someone really wants, they’ll talk often themselves into buying regardless of other considerations.

That’s the reason Know-Like-Trust is dangerous.

  • You spend an inordinate amount of time, money and energy trying to get “known” rather than creating a desirable offer.
  • You postpone making an offer until you feel you’ve built up enough K-L-T first.

    Truth is, many of your would-be buyers are bored with you by the time you’re ready to make an offer.
  • Trust is important. But no one buys something they don’t want just because they trust the person selling it.

If you offer something that improves people’s lives, you don’t have to “earn” the right to sell it to them.

The longer you wait, they longer they’re missing out on the benefits of your offer.

Imagine Moderna (a company you don’t know) and Pfizer (which NO ONE likes and few people trust) waiting to make their vaccines available until they’d crossed some arbitrary Know-Like-Trust threshold…

Doesn’t work like that.

People begged to get those jabs. Stood in line for hours to get them.

Because they desire protection — and getting back to “normal” life.

What does your ideal customer really want? Show them how to get it.

And whoever paints the clearest picture of a specific desirable outcome wins.

P.S. Share this revelation with your business buddies. They need to know the truth too!

Emotional Copy Sells. Here’s How You Do It

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Emotional copy focuses on "body, bank and boo"

Your life is about to get a little easier, my friend.

Starting today.

I’m going to remind you about something you may already know…

Then I’ll share a distinction you may have never thought of. One that could seriously simplify your sales and marketing efforts.

Let’s dive in.

As a student of the persuasion game, I’m sure you already know that emotions drive buying decisions.

If you have never heard this before, today’s your lucky day. Because now you know.

If you thought the air-tight logic of your sales argument is what seals your deals, today’s your lucky day. Because now you know better.

(If you feel the need to cling to this theory, check out where you swipe your own credit cards. You’ll see your feelings’ fingerprints all over the receipts.)

Here’s an old video covering this in greater detail, along with 5 specific emotions worth targeting.

The question that naturally comes up is…

How do you create emotion with copy? – especially when your product or service is “boring”?

Which is just one way we make sales and marketing more complicated than it needs to be.

The solution is simple.

Talk about topics your ideal customers are already emotional about. The stronger the emotions, the better.

To make it even simpler, I refer you to Body, Bank and Boo.

Everyone already has strong feelings, positive or negative, about their:

  • Body (physical, mental and emotional health)
  • Bank (making or saving money, other work-related stuff)
  • Boo (love life and other relationships)

They already have:

  • dreams and desires…
  • pains and problems…
  • fears and frustrations…

…about their Body, Bank, and Boo.

Get familiar with your should-be customers. You’ll discover which Body dreams… which Bank problems… which Boo frustrations they have the strongest feelings about. Which they’re most desperate to address.

See how that works?

You don’t have to be very creative. You don’t have to be a Donnie Bryant-level copywriter. And you don’t have to resort to overhype or dishonesty to get your prospects in the buying mood.

They’ll tell you how to get them in the mood.

Get to know them and then show them how you can help them get the Body/Bank/Boo result they’re already emotionally invested in achieving.

Every effective sales and copywriting strategy is a variation on that.

My advice? Keep it simple… and keep leading the way.

Have a productive day!

Donnie

P.S. Trying to generate emotions in your copy ex nihilo is almost like trying to divert a freight train hurtling down the track.

Why put yourself through that?

Tap into the momentum that’s already there. It’s easier, and more likely to take you smoothly to the desired destination.

Body, Bank and Boo.

Simple.

Give Your Emails Superhuman Strength

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3-year old Donnie in Superman pajamas (nothing to do with email)

Superheroes don’t usually get to choose their own powers.

But YOU can decide today to give your sales copy superhuman selling strength.

In the video below, you’ll discover 4 simple strategies you can start using right away to:

  • compel more subscribers to open your emails…
  • build a deep & lasting connection with your readers…
  • make more sales without feeling salesy (unless you’re into that sort of thing).

I can’t think of a single industry where these strategies won’t work.

By the way, these tips work outside of email, too.

f that’s you, here’s a super quick overview of the superhero strategies you can use to make your copy more powerful

1) Never underestimate the value of a compelling villain.

Bad guys are what make the superheroes both necessary and interesting.

In your copy, spend some time talking about the person or thing that’s making life harder for your reader. What’s keeping him from living the life he dreams of?

Make the source of that blockage into a villain. Someone or something that can be demonized… then defeated.

E.g., “The reason you can’t rid of belly fat isn’t because you’re lazy. It’s because of a hormone called cortisol.” 

2) Focus on saving the world

Superheroes don’t use their powers to enrich themselves. They spend their time helping other people.

And they generally take on big threats.

Your copy should be about your reader, not yourself. And don’t waste anyone’s time making small promises. Talk about the massive transformative benefits you can deliver for people who work with you.

3) Identity is unspeakably important

Superheroes have carefully crafted secret identities. As a marketer, it’s useful to invest the time into crafting the identity you present to your reader.

Make yourself into the best possible individual/business to make the case for your product or service to your target audience.

That means you have to intimately understand the identity of your target audience, too.

4) Run towards the danger

Take a stand, even if it’s controversial. Maybe especially if it’s controversial.

Pick a fight.

Be an advocate for a cause that’s meaningful to your reader.

This makes you a leader. Draws the right kind of people to you and forms emotional bonds. Then helps them see you’re the obvious choice to help them reach their goals.

Pretty much everyone else is running away from the danger. Your copy should put you right in the heat of battle.

That’s what your favorite superhero would do.

This Story Can Put Money In Your Pocket

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“Did you seriously tip that waiter 37 percent?”

Wifey is clearly irritated with me… mainly because we’ve had this conversation before.

“Did I? I didn’t do the math. I just gave a flat $50.” Which is true, but we both knew that I knew I overtipped for our anniversary dinner.

I promised my queen I’d stop “showing off”…

Which explains why she was annoyed when the credit card company sent a message asking if the charge was legit.

But I did it anyway.

So why the heck did I do it?

I was manipulated by the waiter!

And it was so smooth I didn’t even realize what happened until 4 days later.

(It’s possible the manipulation wasn’t intentional, but I doubt it. I’m bet he uses this routine all the time to put more cash in his pocket.)

Here’s the short version of what happened:

We ate at a nice steakhouse in downtown Chicago. Food was amazing and the service was top notch. The guy was attentive, funny, even charming. Very likeable.

As we’re getting close to finishing the meal, the waiter points out a group of men hanging out at the bar… and he starts to tell me a story.

This is so doggone smooth…

He says the group remind him of another group of guys who didn’t want to leave the bar when the restaurant was closing one night.

The ringleader was a high roller. He’d spent about $8 grand on drinks that night. Tipped the bartender $1,000 and the waiter (the guy taking care of us) a couple hundred. Everyone loved the guy. But they didn’t want to keep the bar open all night for him.

Conveniently, the exterminator arrived for their monthly inspection, and our waiter concocted a ruse to convince Mr. Money Bags everyone had to leave.

And everyone lived happily ever after.

See the trick?

The story felt very natural. I couldn’t detect any ulterior motive. It was just another way our waiter was entertaining us during dinner.

But through the story, he introduced a couple insidious ideas:

  • Patrons of this restaurant are big tippers.
  • Waiters recognize your status by now much you tip… and you don’t want to be a man with lower status, do you?
  • Big spenders are admired — and have stories told about them.

He said all that without explicitly saying any of it. And there was zero pressure.

Masterful manipulation for maximum tip.

Let’s call it “maTIPulation.”

Long story short…

Stories can be the powerful persuasive tools.

Use them wisely.

P.S. Want help writing story-based emails that put money in your pocket? Inbox X-Factor is a good place to start.

The Whistledown Effect: 3 Copywriting Insights from Bridgerton

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So, this writer got tricked into watching Bridgerton a couple weeks ago.

Have you watched it? (If not, don’t worry. There are no spoilers here.)

Personally, I didn’t feel like it lived up to the hype.

That won’t stop me from getting a Duke of Hastings costume for Halloween. Think I can pull it off?

Seriously though…

There was one element I found really compelling, and it can boost your profitability if you can emulate it.

I’ve dubbed it the Whistledown Effect

A.K.A, how to get everyone in town to read your letters.

Now, if you haven’t seen the show, Lady Whistledown is the character who more or less drives the entire plot. She writes and distributes a gossip column that has the whole ‘Ton buzzing.

That column is the only reason the main characters get together in the first place.

So what’s the secret? How does Lady Whistledown get everyone to voraciously read every word she writes?

More importantly, how can you use the Whistledown Effect to get (and keep) more eyeballs on your copy and content?

Here are a few keys:

1. Talk about your reader

In Bridgerton, Lady Whistledown’s Society Papers are all about the people in town. You never knew when you’d see your name pop up.

When you write copy or content, it’s should be all about the reader. You may not be calling them by name (although it’s a good idea to use personalization where possible)…

You should write about the issues your reader is facing in his life today… the pains and problems he wants to get rid of… the dreams and desires he wants so badly to attain.

He needs to be able to see himself, his reality and his desired outcome in the copy you send him.

Too many entrepreneurs focus on themselves, their products or their business. The reader doesn’t care much about those things. And why should he?

If you want the reader’s attention and continued interest, talk about him and those things that concern him specifically.

2. Reveal juicy secrets

Whistledown also dropped bombshells about the hidden personal lives of Bridgerton characters — including the Queen herself. Humans have a hard time resisting secrets.

Your copy should at least at secret things. Lessons the reader won’t hear anywhere else. Hidden solutions no one else knows about. Facades that have everyone fooled… but you’re about to enlighten them about.

Of course, you may not reveal the secret until after the reader hits the buy button.

3. Be surprising

If the reader thinks he knows what you’re going to talk about, or he knows the secret you plan to unveil, he’s a lot less likely to pay attention.  He already knows that stuff.

Be unpredictable.
Be polarizing.
Ruffle some feathers.

Think of the great marketers and communicators you know. You were never sure what they were going to say or how they might say it. But you knew it would be good.

Lady Whistledown rarely disappointed. That’s why her readers were so rabidly loyal.

Dear reader, make sure every message you craft has something surprising in it.

It’s worth the time you invest in doing so.