I got this email yesterday:
Dear Griff,
Don’t hate that guy… be that guy! You know the guy I’m talking about… The guy who has it all: lean, sleek physique… steamy sex life… super-human energy… kick-ass style… witty personality.. you know the one. The guy who doesn’t let a bad manager or lousy driver or leaky faucet ruin his day. He’s got an immune system so invincible that he never catches the bug that leaves lesser men sniffling and sneezing for weeks. It’s easy to hate that guy but you know what they say… If you can’t beat ’em, join ’em! Click here now to get started! Your FREE Trial Issue is jam-packed with expert advice like how to…”
I have subscribed to Men’s Health in the past, so this wasn’t pure spam. They often have an article or two that I like, as does Men’s Journal. And they’re owned by Rodale Press, a publishing company that’s got a good reputation.
But this pitch sucks. Yeah, it probably works, but think about it: Why presume that we’d hate the guy who “has it all” — essentially, a James Bond? Essentially, they’re saying, “You’re an inadequate, sickly, boring wimp, but we can help you!”