Dear subscriber,
American Actor John Slattery has been acting since the late 80s.
He’s never been a leading man, has never dominated the headlines, and he’s never been lauded by Hollywood’s prominent casting agents, directors, and producers.
But that’s all changed now.
Now Hollywood’s casting directors have John’s number on speed dial and offers are pouring into his lap like whiskey into an ad exec’s glass.
Why suddenly all the love and attention?
Two words:
Roger Sterling
In case you have bad taste in TV and you have not watched the TV series Mad Men, I’ll fill you in. Thanks, Kelvin.
Don’t mention it, dear subscriber!
Basically, Mad Men is a show about the advertising executives that worked on Madison Avenue, New York in the golden age of advertising: the 50s and 60s.
John Slattery played the role of an ad exec named Roger Sterling; a hard-drinking, chain-smoking, philanderer, and party animal.
But… I don’t want to focus only on his good points. No, he had some flaws, too. For example, he never gave his copywriters enough credit for the agency’s winning campaigns. A sin that’s unpardonable, in my opinion.
But all in all, his character is entertaining and Roger Sterling fast became one of the show’s most loved characters.
Despite Roger Sterling hurling insults at his employees, making fun of people, and making racist comments towards the Japanese (remember, this show was set in the 1960s), people loved Roger Sterling, and here’s why: his character is likable, and…
Likeability Covers a Multitude of Sins!
In other words, the more likable you are, the more you can get away with.
Sure Roger Sterling was cold at times, but overall, he was a likable guy with a warm heart who just wanted to connect with the people around him. He was relatable because he showed his human side. The audience saw his vulnerabilities, flaws, and humanity, and… they loved him for it.
Most marketers online today do everything in their power to hide their flaws, vulnerabilities, and humanity, and that is why they never grow an army of raving fans. Here’s what these uptight professional types don’t get:
People can’t connect with or relate to perfectionism.
So, stop trying to appear so damn perfect!
Stop trying to hide your humanity. Hey, are you getting this, Slick? Look, I’m trying to help my subscribers be less one-dimensional and start connecting with their prospects and audience. I’m telling you, relatability and likeability are so underrated the mind boggles.
Hey listen, tomorrow, I’m going to feature one of my favorite Roger Sterling lines from the show, and I believe it will help many of you get your “marketing” head on straight.
Until then…
… give today’s message some thought, and then…
... Implement!
Or as Jay Abraham (a.k.a. The Walking Thesaurus) would say, implement, apply, execute, carry through, perform, enact, and put into action.
By the way, you should get your hands on every book Jay’s ever written.
Hey, quick question before I sign off:
Wanna know why I’m so damn good at email copy?
It’s simple: it’s because my soft skills match my hard skills.
Listen, to win at the email copywriting game, it’s not enough to know how to write copy, you must also know people. I don’t care how good your hard skills are at copywriting (techniques and knowledge), honey, if you don’t have the soft skills to match… you ain’t getting the money!
Look, any copywriting tutor can teach you the hard skills, but finding a copywriting teacher who can teach you both the hard skills and the soft skills, well, they’re rarer than a white Olympic sprinter with a medal.
Now, if you want to ratchet up your online (and offline) sales, the following book will arm you with both the hard and soft skills required to create a sales message that stacks serious loot.
You can see it here: The Black Book
Your friend,
Kelvin
Email Marketing Maverick
