Copy-Cat-Copywriting

On September 11, Perry Marshall sent out a promotional
mailing. He noted that crises could create opportunities, and
he is launching a new elite mentoring program. He reminded his
readers that six years ago, he was just getting start on what
is now a wildly successful business.

In today's teleclass, Perry acknowledged that many readers
found this email offensive. When they wrote, he said, he apologized.
He lives in Chicago, hadn't known anyone affected personally, and
didn't mean to offend. He also noted that many companies benefited
from 9/11 - and some listeners chimed in to note that flag manufacturers
were quick to take advantage of the patriotism in the air.

I was surprised by the mailing but not particularly offended.
For one thing, I now empathize with anyone who does mailings. We are
under pressure to send out so much "stuff:" ezines, blogs, promo
letters and more. Inevitably we'll slip and say something that rubs
readers the wrong way.

Of course, it's harder to overlook insensitive remarks on race,
religion or aspects of personal life, such as the Don Imus slurs against
the Rutgers basketball team. One reason: we know that these remarks
go from mind to mouth. If Don Imus genuinely respected female basketball
players of any race, he would never have said anything.

When I taught college, I have to admit we used to get pretty cynical
about our students. Then I taught for group that officially discouraged
comments about current students and encouraged respect. We could still
give tough but fair grades: otherwise I wouldn't have taught there. I
won't be associated with academic giveaways.

But I found that when we were encouraged to respect our clients, it was
easier to deal with them when grading and commenting. There was no split
between public and private persona.

If you genuinely respect your clients, you'll deal with the appropriately...
naturally...although occasionally you will rub someone the wrong way. It's
inevitable, if you're also going to be authentic.