One of the most common dilemmas email list marketers face today involves the question of personality. A lot of people are under the impression that they are not going to be taken seriously if their emails tend to be in any way personal in nature. So, Should You Keep Your Personality Out of Your Emails?
If you believe this word by word, let me be honest with you. I’m not going to lye to you here. I don’t know where you got that idea from because if you were about to market to your list marketers in a robotic, lifeless, dull and impersonal way, you are going to fail very soon.
Honestly, you deserve to. Why? You have to understand that the core of list marketing is all about developing a relationship with your readers. When people enter their email address in a squeeze page, it means that they trust you enough to have you talking to them. They’re giving you explicit legal permission to talk to them in your emails.
A relationship
That is, they want at least a one-way relationship with you. They’re obviously interested in what you have to say when they give you their email address and let you do email marketing to them, right? And you end up betraying this trust, at some level and time or another, when you send out flat, generic, dull, practically mechanical emails with no personal note.
Such drivel and generic garbage are a dime a dozen. In fact, tons and tons of marketers recycle the same swiped files amongst themselves. How credible do you think all these people look in the eyes of their target audience members? Do you think their list members love getting such stuff all the time from so many senders? This one-way relationship (obviously, they’re just the readers) is very important.
Eventually, people will disappear from your list. In fact, the real danger is that a lot of people develop the attitude that once you’ve seen such emails, you’ve seen them all. This ends up poisoning the well for a lot of other marketers online and it’s happening all the time.
What to do?
The way out of this is to change your email marketing ways and stop sending out flat, generic, dull, mechanical-sounding and similar looking emails. Instead, it’s all about selling your personality and yourself. I can’t even begin to tell you how many marketers, regardless of intelligence and educational attainment and experience levels, are scared stiff of selling in their own name.
Now, I don’t want to sound too harsh, I don’t want to seem too judgmental, but still let me be clear on this. If you are an online marketer and you don’t want to influence, persuade or somehow otherwise get people to change their views and opinion with your email marketing, then you’re in the wrong business alltogether. Really. You have no business calling yourself a marketer because that on itself is the art of marketing. It’s all about looks and persuasion. And a key ingredient to all of this is your personality.
Robots giving speeches
When was the last time you showed up to a public speech and a robot gave you and the audience the speech? I would dare to guess the answer would be never. People show up to hear another human being because they want to see a personality addressing them. Stop denying it. Infuse your emails with your distinct personality, it will help you tremendously.
But I’m ugly
You may think that you’re the biggest nerd in the whole wide world. You may think that you’re so ugly that you scare old dogs off moving pickup trucks. It still wouldn’t matter because you are the product. Even if you’re downright butt ugly, there would still be people who will become your loyal followers because that’s what they’re looking for.
Don’t hide it in your email marketing – your personality, that is. Celebrate it. Embrace it. Show it. Otherwise, you’re setting yourself straight up for failure. This is due to the fact that most of your list members are probably subscribed to at least one (more likely dozens) other mailing list. In other words, there’s a tremendous amount of competition out there every day and every hour and for every offer.
Forget about objectivity for the moment. Forget about keeping an arms length and maintaining some sort of professional demeanor while you do it. Own your list. Remember that your product is your expertise and this is what you should be selling. Your personality and your distinct persona is the product. Embrace this fact as soon as possible. Associate your persona with key values of your personality.
Your authority
Do you want people reading your emails to think that you are an expert in email marketing or you’re credible? Then, focus on these goals. Do you want people to trust you or think you’re reliable or that you’re able to produce good and proven results?
Whatever your case may be, you have to associate your persona with these and other key values. That is what will make your messages to your list stand out from the competition.
Sell your personal brand, not just a set of easy and well known solutions. Believe it, if people only need to join your list to learn about certain solutions, they can do that with other lists. They’re a dime a dozen, and there’s always someone who has more authority than you. There’s always a bigger fish. Instead, use this unique opportunity to sell your own personal brand.
Get in there among your readers. Become part of the conversation. Make them miss you the moment they switch to another list. They should be able to instantly tell that there is something missing. The flavor nugget of your personality is too obvious so it becomes easy to miss. Don’t keep your personality out of your emails. If you achieve that, you’re a winner.
Your personality is the key ingredient to any mailing list success. Stop denying your personality. Stop setting it aside and hiding it. It plays a tremendous role in your ability to persuade other human beings who read your messages.
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