Originality in Email Marketing

I thought you might like this excerpt of a recent emails sent by Dave Munson from Saddleback Leather. (Accompanied by a photo of an old beat up Land Cruiser.) The copy is congruent with the product and positioning, and much better than most of the boring stuff I get:

“Hey there Joe,

In order to start Saddleback, I decided that if I couldn’t save enough money working as a maintenance guy for a year, then I would sell my baby, a 1972 FJ55 Toyota Land Cruiser. 12 months later, I had $150 to show for all my work and promptly listed the rig on eBay. It was a sad day, but a wise decision.

Fast forward 14 years and look what I found. My cousin sold me her 1978 FJ55 and ain’t she pretty! My daughter thinks it’s super ugly, but my son thinks it’s the coolest thing this side of Heaven. I guess beauty is in the eye of the beholder. Be sure to follow the “leatherization” of this thing. I think I just made up a new word!!!

And that’s what Saddleback Ugly and Limited is all about. Some people think scars, deep veins and wrinkles and rancher brands are cool and some people don’t. Some think Cow Hair on bags are cool, other’s don’t. It’s all in the eye of the beholder. Personally, unique and loaded with character is cool to me. This page isn’t for the masses. It’s for people who value charactered leather and unique pieces like I do.”

The text goes on with more copy and links to the “Ugly & Limited” collection. This style of writing is completely in line with the company story and previous marketing. Here’s the Saddleback story if you are not familiar with them. You may not be marketing cool leather bags that will outlast you, but you can emulate the freshness, authenticity and personal touch of Dave Munson.