Then I paused. “Wait. I don’t want to hit my list. I want to beguile my people. I want to rock their world, entice them, serve them and offer something I think they’ll adore. So that. I’ll do that, instead.”
The phrase “hit your list” (meaning: to send out a high-impact email to your mailing list) is a common one in the old-school marketing lexicon. It describes how they do what they do quite well.
But it doesn’t describe what I want to do. And worse, if I talked about my intended actions using their phraseology, the email I wrote would be less in line with my intent – a piece of delightful, useful content with value for us both – and more like the intent of the old-school model – shock and awe and get people anxious to buy.
Words frame intent. Words create our reality.
So if you want to break with a pardigm and blaze your own trail, quite often you’ll have to develop a new language as you go.
What words do you need to change? Share them in the comments!
If you want to be beguiled, world-rocked, enticed, served and offered wonderfulness, then clearly you need to be on that lost. It’s called Mo’Cash, Mo’Joy, and it is weekly awesomeness to your inbox.