War sucks.

But, there are some amazing stories you hear from the battlefield.

Was reading up on how people bond with their tools and the following hit me right in the feelings...

Apparently, soldiers who served in the Middle East, especially those in the explosives division got really attached to their bomb disposal robots. Many of them named their machines. After each mission, the machine would come home to a party where soldiers would congratulate it.

Some soldiers would get in trouble for "borrowing" their robots, and taking them fishing.

These may have been robots, but they were treated with the same degree of seriousness as any team member. With some robots getting promoted up the ranks in their troop.

But the most tearjerking case...

Was of the soldier whose robot blew up on a mission.

The robot was called "Scooby Doo".

After the mission, he and his fellows went to gather what they could find.

All they could get was a few pieces, and the main camera.

They took these scraps to a repairman and asked him to fix it.

Now, obviously they were offered a new machine to use... but they declined it.

In their words...

"We don't want a new machine, we want Scooby Doo."

They wouldn't accept anything else.

And this is because they had such a strong bond with their robot, it became a part of their squad.

Yes, there are hundred of other robots just like it.

But they wanted THEIR robot for the job.

According the to the soldiers, each robot has it "quirks" and personality and you just connect with it.

A similar grade of psychology applies when people are making their buying decisions.

Now, not saying this is a universal process... but in many cases... especially in competitive, crowded markets... people choose who they buy from simply based on who they have the best "bond" with. And what dictates the bond, is simply how much they vibe with someone.

It's in how much they connect with that person's "quirks".

It's the simple, personal stories which makes them connect and feel like they prefer "coach A" over "coach B".

They may be hundred of you in your market.

But there's only one you.

And the moment you realize people buy "you" as much as they buy your product, is the moment you truly master the art of standing out in a crowded marketplace.

Now, if you're a copywriter and want to figure out how you can apply this in your content, and personal branding to stand out... feel free to book a Jaygasm consultation call where I'll cover this, along with any other questions you may have about email copywriting.

Reply to this email if you're interested, and I'll send you the full details.

...oh yeah, one more thing.

Today is my nephew's birthday.

Feel free to wish him a happy seventh birthday and I'll read them to him when I get the chance.

We both October babies.

Till the next wave of madness...

Vae Victis

Jay