They'll Love You Or Hate You... But This Works

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If no one is getting annoyed by your emails, you’re doing it wrong.

Yes, you read that right.

If every email you send is “nice,” safe, and completely inoffensive, it probably means you’re blending into the noise.

And THAT is the fastest way to be ignored.

The best emails trigger reactions. Some people will love them, some will hate them, but the ones who resonate will buy.

Let’s talk about why “playing it safe” is killing your conversions and how a little controversy (done right) can skyrocket your sales.

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Why Safe Emails Get Ignored

Most marketers write emails like they’re scared of offending someone. They stick to generic advice, avoid bold statements, and make sure every email is as neutral as possible.

The problem? Neutral emails don’t stand out.

Your subscribers get dozens, if not hundreds, of emails every day. If your message is forgettable, it doesn’t matter how well-crafted your subject line is—it won’t get read.

Now think about the emails that catch your attention. The ones that make you stop scrolling. They either trigger curiosity, excitement, or even mild frustration.

In short, the best emails evoke an emotional response. And sometimes, that means annoying a few people in the process.

Polarization Creates Buyers (and Filters Out the Wrong People)

When you take a stand in your emails, two things happen:

1. The right people become more loyal. They resonate with your message, relate to your perspective, and feel like you “get” them.

2. The wrong people leave. And that’s actually a good thing! If someone gets offended because you called out a common industry myth or challenged a popular belief, they were never going to buy from you anyway.

Trying to appeal to everyone is the fastest way to appeal to no one.

In fact, some of the biggest brands and personalities thrive on division.

Think about brands like Tesla, Apple, or Nike. They don’t try to be everything for everyone—they take bold stances, and as a result, they have raving fans who swear by them.

Your emails should do the same. If you have something important to say, say it unapologetically.

Bold Emails Work

✅ Calling Out Bad Advice:
If your industry is full of myths, bad practices, or outdated tactics, call them out! Example subject lines:

• "The #1 Lie You’ve Been Told About [Industry]"

• "Why ‘[Common Advice]’ is Actually Costing You Money"

✅ Taking a Stand:
Pick a side. Have an opinion. Example subject lines:

• "Unpopular Opinion: Most Coaches Shouldn’t Be Giving Advice"

• "Why I Never Offer Discounts (And You Shouldn’t Either)"

✅ Using a Bit of Tough Love:
Sometimes, people need a reality check. Example subject lines:

• "Stop Making This Excuse If You Want to Succeed"

• "No, You Don’t Need More ‘Information’—You Need Action"

✅ Injecting Humor or Sarcasm:
Adding a little edge to your copy can make it stand out. Example subject lines:

• "If You’re Still Doing This, We Need to Talk..."

• "Marketing Myths That Need to Die (And Fast)"

But Won’t This Hurt My Brand?

Only if you take it too far. The goal isn’t to be offensive for the sake of it—it’s to be bold, authentic, and direct.

There’s a difference between being polarizing and being reckless. You don’t need to insult people or be controversial just to stir up drama.

The key is to challenge the status quo with confidence and authority.

As long as your emails come from a place of honesty and expertise, they will attract the right people and repel the wrong ones.

Remember: Your biggest fans will always be louder than your critics. And those fans? They’re the ones who will open, engage, and BUY.

Your Challenge: Send One Bold Email This Week

If you’ve been playing it safe, here’s your challenge: Send an email that takes a stand. Call out a common myth, share an unpopular opinion, or challenge a belief in your industry.

The result? You’ll likely see more replies, more engagement, and yes—a few unsubscribes.

And that’s how you know you’re doing it right. 😉

Cheers
The InBoXer Team