Cut through the clutter

The spam filter on my email is pretty good, so most of what ends up in my spam folder is from companies I've signed up with or bought something from.

Most of the time I don't read the solicitations from Crate and Barrel and Macy's and all the airlines that end up in my spam box. They have long titles that all blur together, because of course they know I'm not going to open their email, so they feel they need to cram as much into that subject line as they can.

An email in my spam box today cut through the usual clutter. An email from the Hard Times Cafe had an extremely compelling subject line: "You are awesome!"

Well, thank you. You're too kind.

There was no special deal or coupon in the email, just an invitation to come into their place of business and watch the Redskins game this weekend. To come be a part of the gang in your friendly neighborhood wings-and-beer place. And I opened the email, and considered a restaurant I hadn't thought about it a while.

And why? Because they appealed to the one thing that everyone cares about - their own sense of self worth. Everyone wants to be liked, and people like people who like them.

So go out there and like your customers. They'll appreciate it, and you'll probably appreciate the results.