The Ben Settle’s Big Book of Business

Street-Smart Email Secret #9: Be Unpredictable

Just write about what’s going on in the popular culture.

Be unpredictable and do the unexpected.

If you want to stick out, be controversial.

Personally, I like to use pop culture metaphors in my emails (especially when referencing popular TV shows or movies or books). This not only gives you an “in” into your prospect’s world... but makes your emails fun (remember that above?)

Go against the grain.

The key is to always be thinking about how your product ties into current events, and then tell stories about it in your emails.

Well, here’s how to make sure you never bore anyone:

Make ‘em Smile