Over the past year I have signed up for quite a few mailing lists. I like to receive mailings from top marketers in this industry to know what products they are promoting. I also like to buy good products and to see different  marketing styles and approaches.

If they are  good marketers they write  informative content.  They share information to educate and to encourage  subscribers to stay on their list. They seldom just write a few lines to sell a product.

Lately I’ve been noticing a new approach in emails to get  attention. I think we all know that too much hype in an email is a turn off to most people. Also many adjectives and superlatives are caught in spam so marketers are forced to tone it down a bit. But what I appreciate lately is to see marketers becoming more ‘real’. I’ll give you an example of this in a minute.

First, I’d like to say that today’s online buyers are becoming more sophisticated. They also have a short attention span. This forces marketers to try harder to keep the attention of this new sophisticated buyer. There is also more competition in marketing with new and improved technologies to better present the products. These new marketing methods help raise the bar bringing marketing to a higher level. This results in buyers becoming better informed and more selective in who they do business with.

Now, back to the ‘real’ emails I received this week. They both made me laugh. These emails were sent to me by a couple of top marketers of whom I respect. Both of them had great informative content as usual. But in one of the messages the writer was angry about people not taking action towards their goals. He explained how his product would change their life. He stated that if you are not taking action to order his #1 recommended product then “get the h*ll’ off my list”.

I was laughing but I really appreciated seeing his passion for his business. It showed that he sincerely cared about helping his customers. He also took a risk because some people might have been offended by his directness.  I thought it was great. How could I say ‘no’,  I had to buy his product. Now that was being ‘real’.

The other email from another top marketer was also motivating the customers to take action. But this time they referred to the inactive customer as a  ‘thumb sitter’.  A thumb sitter is someone again, who doesn’t take action. They sign up for free programs, they never upgrade to earn commissions, and they don’t read the programs they do sign up for.  This was another passionately written email. The writer was being helpful, honest, and ‘real’ and sincerely wanted to help the people on his list. I don’t know about you, but this style of marketing works for me.

I love this business, it’s changing everyday.  Now let’s all go out there and get REAL.