I couldn’t believe it. There I was, unboxing a fresh pair of Nike’s cross trainers I’d just received after ordering them straight from their website.
I was expecting that new shoe scent, the crisp edges, the untouched soul…
What I found was a pair of shoes that clearly had a brief, yet intense affair with another human’s feet.
Worn graphics, the kind of scratches that tell tales of misadventures, and an overall aura of “been there, done that” instead of “let’s hit the road.”
Sucks, right?
Why am I rambling to you about my supposed to be brand new but weren’t Nike’s?
Well, because I’m an email guy and anything and everything I can use to tie back into an email, I do.
and this situation is no exception…
Ironically, seeing those broken-in trainers gave me a spark! A comfort in something that wasn’t pristine, but real.
It reminded me precisely of why I started crafting personality-driven emails for folks like you, small business owners with a story to tell.
I remember the buzz these quirky, genuine, ‘me’ emails created—for my own business. It was almost unbelievable.
My inbox turned into somewhat of a party, and every RSVP came from someone eager to know more, connect, and yes, open their wallets—not because I asked, but because I was real with them. They got to know me. So when they (mostly builders) needed exterior millwork for a new build, guess who they got it from?
This, my friends, is the crux of what I offer with my email service. It’s not just about avoiding the worn-out, cookie-cutter templates that scream “I’m just another sales pitch” but about embracing the scuffs and unique marks that make your business stand out.
Your customers don’t want another email that’s as bland as a pair of factory-fresh, untouched sneakers straight from the box.
They want emails with a bit of wear; they want the proof that you’ve walked a mile and got some stories worth sharing.
If you’re ready to give your email list that well-worn, beloved feel with content that entertains as much as it sells, then let’s have a chat.
After all, sometimes, the most impressive journeys begin with a single, slightly scuffed step.
Ready to break in your email list? Just hit reply.
Best,
Kurt “buys used shoes for retail price” Bouma
