The Ben Settle’s Big Book of Business

And whenever possible, go against the grain of conventional wisdom (like being controversial which we talked about before) and eagerly give your opinion (especially an unpopular one). Be a unique voice, write like you would talk in real life (very few emailers do it -- too “unprofessional” I suppose), and keep your readers on their toes so they can

Street-Smart Email Secret #10: Always Ask For the Sale

If you want to stick out, be controversial.

Be unpredictable and do the unexpected.

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

An Example

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?)

Make ‘em Smile

Street-Smart Email Secret #9: Be Unpredictable