Are you really that boring? Part 4

This is a reprint of one of Paul Myers’ newsletter issues.
I have his (exceptional) permission to do so. 🙂

For a really good example and process for this, based on a survey I ran recently, check out “Instant Marketing ESP.”

Get it at:
You folks dealt me some interesting surprises with that one.


Someone finally asked me why I called it “ESP.” Asking people what they want isn’t exactly the same as mind reading, right?

That’s an excellent point, but it misses the reality of life online. You see, in very few cases will you get a majority of your current visitors or subscribers to actually answer the question. The ones who don’t answer will, generally speaking, want the same things as the ones who do.

For them, and for future visitors and subscribers, you’ll be so accurate, so often, that you’ll seem like you’re psychic.

Giving people what they want most, on a consistent basis, is a powerful way to build a business.

Plus, it’s fun to get emails saying things like, “I can’t believe it! This is exactly what I was looking for. It’s like you’re reading my mind!”

If you haven’t gotten that report yet, get it.


“Testing” is a necessary item in building a business online, but it’s probably the least efficient way to develop a strategy for content.

Used this way, it amounts to, “Send them lots of stuff and see what works.”

Nah. Tell them up front what the subject matter is, then ask them what parts of it are most important to them. Use the answers to laser focus your efforts.

Much easier. And it makes you look smart.

If you’re trying to establish credibility, looking smart isn’t a horrible thing.


Anyone can do those things. The “experts” usually do. The hard part is being interesting.

Consider your friends and the people you like to spend time with. The ones you enjoy the most are usually people who are funny and interesting and who you have something in common with, right?

Those are the relationships that you value.

Now, what is the biggest thing people are told to do when communicating with a group? “Develop a relationship with them.”

The question always arises: “How? What do I do?”

Ummm… Be funny and interesting and share the things you have in common?

Hey. You never know. It could work.


Let’s assume, just for the sake of argument, that your visitors already know what you have in common. That’s why they came to your site. That takes care of the “introduction,” if you will.

You don’t HAVE to be funny. It may not even be appropriate for your topic. You do have to be interesting. Or useful and very, very short.

Pretty much everyone knows how to be interesting. Doing it in print is a matter of following some simple steps. And that leads us into part 2 of this article, cleverly titled:

How To Be Interesting In Print

Read more in Are you really that boring? Part 5.

Oh, and if you’re really smart, you sign up for TalkBiz News

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