AI can't "touch" this authentic email

from a skateboard shop owner ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ My son has been learning to skateboard so last week I went over to a local stake shop to see about buying him a board. You're on my list. You know I'm pretty cool. Right...? Well, I can say for certain that I'm barely cool enough to be in a skate shop. (I recently found out my pants are too tight. Pants that fit are back out of fashion. This makes me a "kook".) But that's beyond the point. When I started talking to the shop employee about boards, he was totally... awesome. He kept saying "stoked" and calling my son "little man". He was exactly who I was expecting to be in charge of the place... just friendlier and less judgey of my zero percent skateboard knowledge. Ultimately, he didn't have a good board for my son so we decided he'd email me some options. His emails later that day just made everything better: And then... "Stoke y'all out" is a top 10 phrase in my opinion. (It's right up there with one I heard in Maui -- a barista would say, "automatic" instead of "you're welcome".) The guy was completely "on brand" from start to finish. Here's the deal -- he definitely would have made the sale with me even if he didn't talk or write like a skater. But... instead of a one time sale, he now has a customer for life. Actually, he might have two. I know I'll be going back to the shop for my son's next board or if we need any repairs, etc. And... if I go there all the time, chances are my little man will continue to do so when he's old enough. Remember, there are only 3 ways to grow a business: 1. Increase number of customers. <-- Branding like this helps with word of mouth. 2. Increase the transaction size. <-- Branding like this helped here because I trusted his opinion more -- and decided to purchase a higher quality board. 3. Increase the purchasing frequency. <-- Branding like this + being friendly and not judgey is going to keep me going back. This type of branding is super easy to do... but a lot of companies and clients you'll have will struggle to implement it. It can feel risky to put yourself out there and experiment with adding personality in this way. It can also backfire if say for example, you try to write like a skater, but real skaters are like, "Bro, this isn't how skaters talk." // Aside: At the moment, AI can't even come close to writing this way and providing such a unique & authentic experience. I asked Bard & ChatGPT to write a promotional email from a skateboard shop owner. I instructed it to use lots of personality. After getting a result, I asked for even more skater personality. The most personality Bard could inject was, "Hey homies". And ChatGPT went too over-the-top and used the word "sick" a million times. There was not an authentic "stoke ya'll out" vibe. If you're depending on AI to come up with all the personality (and hence branding) at the moment that's not the best use case. // But if you get it right, it's magic. One quick example, before I sign off, is Jay Abraham. Jay is a famous business coach and marketer. His vocabulary is insane. And wouldn't you know it... all of his emails and communication are written in the same way. Big, descriptive words. It's super memorable and I always think about Jay and his trainings when I encounter a business problem. Hope this helps. I'm happy to stoke y'all out. Automatic! - Derek +++++ Recommended course: If you want to learn how to write personality-driven daily emails that sell, check out [Daily Email Income.]( Sent to: {EMAIL} [Unsubscribe]( CopyHour.com, 340 S LEMON AVE, 5007, WALNUT, CA 91789