Polarizing emails will help you sell more

Updated: May 11, 2021

You can show up with "5 Tips to X" every week, or you can share your opinion and create raving fans.

You can be everyone’s cup a’ tea. And stay safe.

Or, you can crack the walls of your heart and give your audience something to get behind -- and grow a loyal following.

Take my husband, for example.

The first time he met my extended family was at Christmas. He started making friends real quick whilst re-enacting a scene from Family Guy. All you need to know is he followed everyone around yelling “It’s a Jackal! It’s a Jackal!” over and over. And over.

And over.

Twelve years later and my aunts still greet him yelling “It’s a Jackal!” He made THAT much of an impression.

Later that night, we sat down to eat. I can’t remember if it was before or after grace, but Tim farted. Not just a little whisper of a fart we could all pretend not to hear. More like a high pitched whistle a baby might make.

I was mortified. My newly engaged boyfriend farted at the Christmas dinner table. He didn’t make many friends that night. Some of my cousin’s still judge him.

But here’s the thing: he made an impression. Good or bad, he was remembered. If you love him, you loooove him. There is no in-between.

This type of polarization is exactly what you need to grow your business and your following. Good or bad, make an impression. You can’t be everyone’s cup of tea and if you’re trying to be, you’re holding yourself back.

Vanilla is classic, but it’s not going to cut it in today’s crowded marketplace.

In the US alone, the number of bloggers is expected to reach 31.7 million in 2020. If you keep your personality hidden behind the walls you've learned to put up, your brand {and your revenue goals} will get forgotten along with Grandma Doris' fruitcake.

Polarizing content will accelerate your growth.

You'll gain raving fans who feel connected to you.

People don’t buy products, they buy the beliefs and the identity it gives them. Your audience wants something to get behind. They want something they can be a part of that aligns with their beliefs and values. Give them something they can be a part of. If you stay safe and never say what you *really* think for fear of offending someone, you’re missing out on gaining loyal customers and raving fans.

Raving fans bring their friends. Raving fans do what my pastor tells us to do at church: Find someone you love. Tell them what you know. Bring them with you. In this formula, your raving fans will tell their loved ones. They’ll bring them in the form of tags, shares, forwards and referrals. In today’s age of noise and information overload, your business lives and dies on referrals. In his book Viralnomics, Jonathan Goodman unfolds the three main reasons why people share content: 1) It’s Funny. 2) A person wants to be part of a group, or strengthen their position in one. 3) They are using info to self-represent. What does this mean? By sharing content with a strong opinion or a genuine cause people can believe in and stand for, you will strengthen your connection with your following AND see more people sharing and commenting. If it aligns with their beliefs, they’ll share. If it reinforces what they already believe in, they’ll comment. And what if it doesn’t? Good. You know you’re on the right track when you start to see trolls and unsubscribers.