Warning: A longer read than normal but worthwhile I promise.

As you will have realised if you have opened and read any of the emails we have shared over the past few months, you hopefully know that our goal is primarily to help business owners just like you to have better performing businesses.

Simple.

Yes, occasionally we offer you an opportunity - but not very often.

And yes, we do pick up a number of clients who read what we share and want to see how we can help them more (on a 1:1 basis).

But that is not our primary goal.

We do however know that we need to entice you to read the emails we send as we know they contain (for some of you) absolute gold.

Gold that you can "swipe and deploy" in your business pretty much right away.

And that is why we re really uncomfortable with the "clickbaity" headlines tht you see from others.

Note: We did use a slightly risque one last week about "selling your business" but hopefully you forgive us on that.

However.......this week has really made me think.

You see I have been the victim of an email that went beyond "shock and awe" (check out Dan Kennedy) and really p'd me off.

And for that, I am going to share with you the email subject line verbatim.

Now for context, I don't remember receiving anything from this newsletter company before, which may also have heightened my frustration, but imagine my feelings when I receive an email with the following subject line:

"A Sexual Harassment claim has been made against you."

This came from an HR advisory business, and when I opened it, it basically led me to a Youtube video of the recent law changes that business owners like you and I probably need to be aware of.

But instantly I was hacked off that a "professional business" would use such a crass and emotive email subject line to provoke a reaction.

Now I get it.

It worked.

I opened it.

And watched the video.

Objective completed. Tick.

But how did it make me feel?

Will I ever use them? No.

Will I ever promote them? No.

Did it really work? Definitely not.

Was the important message lost. Somewhat.

It takes me back to when a credit card company would send out brown envelopes in the style of HMRC to provoke prospects to open them, some in fear, just to be offered the latest deal on applying for a new card.

Not cool guys.

I am all for enticing and exciting engagement with prospects and your audience but do it the right way.

Shock and awe can work, but you need to be playful and intriguing. More awe than shock.

Speak soon!

James