What I’m about to say might sound highfalutin or pompous or self-aggrandizing or any number of “egotistical”-like things (wouldn’t be the first time someone accused me of that).
But bear with me while I explain.
Because I REALLY do think it is true.
Here’s what I mean:
From my perspective, email marketing — specifically the ‘infotaining’, personality-driven style of email created by Matt Furey and popularized by Ben Settle — is changing the way the world gathers and exchanges information. More specifically, it’s changing who is viewed as a valuable and credible source. And that, my dear reader, is redistributing power into the hands of “the little guy”.
Before you scoff, laugh, or point your finger and ridicule me, let me explain what I mean.
Long ago, before the intahwebs was as prevalent as herpes in a whore house, there were very few (if any) platforms for “the little guy” to speak his piece. The best you were likely to find were free speech corners in parks and universities, or you could call up and argue with talk radio hosts.
But even in those situations you were mostly faceless. People might not even know your name. And they certainly wouldn’t know where to find you and follow you and “keep in touch”.
And so most of the power and authority over the years has been concentrated by the “establishment”.
Namely, by giant media corporations (remember, in the 20th and 21st centuries information = power).
So unless you could afford to start your own radio station, TV station, or newspaper, or you were willing to bed with the devil and work for one of the major media companies, you had very little recourse to build a following, spread your knowledge, and influence the collective psychology.
The closest thing I can think of was something like The Gary Halbert Letter.
But even then, you were only communicating with your followers once a month (plus, you had to understand direct-mail and invest in envelopes and postage which made it much less feasible for most people).
And while there were no doubt many benefits to these barriers (like only serious people would pay to play, and so there was generally a higher-level of sophistication), taking down these barriers effectively opened the floodgates for people to join in on the conversation and “breed” ideas. And when “breeding” increases, more “mutations” occur, and evolution happens faster.
It very much reminds me of the great podcast boom. Only email is even better for this.
Because email is much more “democratic” and based on meritocracy.
Podcasting takes a lot of equipment and knowhow. So it is much harder for someone recording from their room to compete with Gimlet media, who can fly its hosts around the world, record in state of the art studios, have a team of producers and editors, et cetera and so on…
Whereas email, it doesn’t matter whether you have 1 dollar or 1 billion dollars…
Email “levels the playing field”.
Which brings us back to my original point:
There are clearly two competing trends in the world today.
One faction is attempting to consolidate power and information into the “establishment”.
Well, freedom fighters like you and me are going the opposite way. We are following “micro-influencers” and are more interested in free and unique thinkers than we are in following “the narrative”.
Which is why I believe email marketing is changing the world.
It’s giving anyone with a computer the chance to build a following and share their knowledge and information with anyone who is willing to listen.
It reminds me of when I first started going to music festivals.
Unlike normy concerts, the crowd at a music festival isn’t just there to watch the show. At a music festival, the crowd IS the show.
Everyone is there to entertain everyone else and make them happy.
You can very much say there is a culture of responsibility. It’s not just about sitting back and saying “dance monkey, entertain me”... it’s about everyone adding something uniquely “them” to the experience.
Which is much closer to how life really works.
Now, here’s your chance to participate:
If you want to stop being part of the crowd, and want to put on your own show, so you can have some influence and say over your corner of the world, and you’d like my help doing it, click the link below:
When you do you will be brought to a new page. There, simply enter your information into the form and you will be notified when I have an opening in my schedule.