October 13, 2017

Create email ideas from things you dislike

If you’re ever stuck for something to write about, you can’t go wrong by analysing your dislikes. Mine are basically endless, and range from humorous to serious. For example:

  • Instant coffee. Proper coffee is only slightly less instant than instant. Why mess around with freeze dried nonsense?
  • Horror films. We watched the new IT film last week. I honestly don’t know why I put myself through these things, other than to amuse Linzi. (I’ll admit that IT does have a good ‘overcoming the monster’ story, which is about all you can do with horror).
  • Overuse of the word ‘anthem’ on radio programmes.
  • Airfreshener. I’d rather the bathroom smelled of poo.
  • Drivers who drive in the middle lane of the motorway when not overtaking.
  • Drivers who stay in the third lane of a four lane motorway for no reason (this one really makes the red mist come down).
  • Toilet seats that won’t stay up.
  • Women who won’t (heaven forbid) touch the toilet seat to put it down. (Seriously, I don’t want to hear about it. Grow up).
  • The language of marketing coercion. Tripwires, campaigns, product launches. As marketers we need to redefine what we’re doing if the rest of the world aren’t to view us as scum.
  • The pervasiveness and normalisation of plastic packaging. Why wrap food in an oil-based material that never, ever degrades? This has to be one of the biggest problems we face that would be easiest to fix.
  • The assumption that sheep farming is a natural and harmonious part of country life, rather than a heavily subsidised system for complete environmental destruction.
  • The annual lack of correlation between treeless (sheep filled) uplands, and devastating floods down river.
  • The slow implosion of the NHS. In 50 years we’ll look back and realise what a good thing we had (as any visiting American can already tell us).
  • The absence of communities and public spaces in the political discourse of state vs private interests.

Would I use all of these as the subject of an email? Some of them I might. Few of them relate directly to marketing, which doesn’t matter so much. They all let you get to know the real me in some way.

Your task for next week is to make a list of stuff you don’t like, and write an email about one of those things.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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