Customer service? Nope 😖

Yesterday, I got an email from “Customer Service” with a subject line that started with “URGENT…”

Of course, I opened it because…

…well…

…it was from “Customer Service…”

…and it was “URGENT.”

I thought it might be a scam, but what if it was real? What if I ignored something truly urgent regarding my account?

(Holy irresistible, Batman.)

Turns out the email was NOT from “Customer Service” (Surprise! )

And it wasn’t an urgent notice about my account.

It was a story about how to improve email delivery rates, followed by a pitch for a subscription service.

The email came from one of the world’s most accomplished marketers and copywriters — a guy I like and usually respect.

He usually writes excellent emails, and this one was no exception. Great tip, well presented. Excellent offer…

…which made me wonder:

Why the dirty trick?

This guy is a world class marketer. His email delivered a valuable benefit. His offer is hard to resit — on its merits.

He didn’t need to trick me with the bogus “Customer Service / urgent” bit.

Maybe — just maybe — his trick worked to boost open rates.

But riddle me this, marketers…

Who’s a better prospect… someone whom you trick into opening your email or someone who opens your email because it’s from YOU and it has an irresistible (and honest!) subject line aligned with the real benefit your email delivers?

Maybe the tricky marketer had huge response from his tricky from name and subject line. Maybe the dirty trick worked. Maybe sales rolled in. Maybe he tested this against a more honest approach and dishonesty won.

Maybe…but THIS I know: The minute I realized that email wasn’t from “Customer Service,” the minute I knew I’d been fooled, I was annoyed, not inspired. I didn’t buy yesterday, and I’ll be less inclined to buy from him in the future.

My recommendation for him and YOU:

Ditch the Tricks!

Here’s how I put it in The Story Power Profit Pack (Pointer #30): “You don’t have to trick people into consuming your content… When you mislead a prospect to engage, it often burns you in the end. You eventually end up with an angry ex-prospect who has discovered the truth or a customer who’s a bad fit and will be more trouble than they’re worth. Play it straight.”

Speaking of The Story Power Profit Pack…

…it’s loaded with 52 strategies, tips, and tactics to transform your content from ignored to adored…

…so you can create honest, irresistible content that attracts leads and inspires them to buy.

You can get the Profit Pack here.