… got an email from my brother.

He was writing to make fun of the fact that the subject line of my “Today I” from earlier in the week was: “Today I … resent my newsletter.”

He wanted to know why I hate my newsletter (resent).

Of course, I meant “re-sent,” a frequently used word by those of us who live newsletter-centric lives.

But it was a good reminder that our world view is not necessarily shared by our clients, prospects, readers, or older brothers.

Are you marketing to yourself, or to the people you are trying to influence?