A long time ago I picked up a good read titled George Lucas: A Life by Brian Jay Jones.
I first heard about it from Ben Settle, one of the greatest email marketers alive, who called it “one of the best biographies ever to come out that should be a must-read for everyone who does business.” (I’m paraphrasing).
Anyway.
As I was reading I came across this perfect passage. It’s something George Lucas said after a bunch of critics (who have no feel for the outside world and the common man) gave the first Star Wars an awful review, calling it the “infantilization” of film.
One critic even said, “What happened with Star Wars was like when McDonald’s got a foothold; the taste for good food just disappeared.”
Here’s Lucas’s response:
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“Why do people go see these popcorn pictures when they’re not good? Why is the public so stupid? That’s not my fault. I just understand what people like to see”
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Which brings me to my point.
Don’t get angry if people don’t “get” what you’re doing. Or if they don’t see the value in what you’re promoting. It’s not your job to convert them—not directly at least.
It doesn’t matter if you know what people need. They’re like dogs who need their medicine. They won’t have any of it.
So what do you do?
You wrap it up in ham.
You need to understand your audience. To know what people like to see. Then give them exactly that.
And only then, can you give them what they actually need by including the solution to their problem in the thing they wanted.
This is the same no matter what market you’re in
But when it comes to email?
There’s no better way to learn how to do this so so people will start craving your solution—to the point where they take out their credit cards before you even mention buying anything—than by checking out Email Valhalla Enough about this.
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