As the (imaginary) twin suns of Tatooine set behind me, I find myself reminiscing about a memory from when I was about eight.

Picture this: I'm sitting in a movie theater, popcorn in one hand, Hot Tamales in the other, watching Obi-Wan Kenobi wave his hand and say, “These aren’t the droids you’re looking for.” The stormtrooper, much to my young amazement, simply nods and lets them pass. Star Wars was a huge deal; let me just say that. 

Now, today's story isn’t about Star Wars, although it is a fond memory filled with sugar and cinematic magic.

I marveled at how Obi-Wan could make someone think something completely different just by waving his hand. It felt so mystical, so magical.

Contrast that with our inboxes today. Most of the messages we receive just aren’t the messages we’re looking for. They're packed with links, dripping with capital letters, or offering services we ourselves provide.

Simply put, they're alienating and not helpful at all. No Jedi mind trick needed to see that.

Here’s the kicker: when we sit down to write our next content, why do we default to those same uninspiring messages? We know what spam looks like, yet we perpetuate it. Why? Because it’s what bro marketers tell us we have to do to get noticed.

So. I’m here today to give you permission to cease and desist.

Do it. Do it, Grasshopper. You have nothing to lose. That old-school, spray-and-pray method of communication is outmoded. It’s a numbers game for some, but we’re moving onward and upward.

I give you permission today to retake your own platform. Climb up that hill and plant your flag. Communicate and connect with those who are listening or soon will be. Find your tribe, your people, the unique souls in the cantina with their own brand of magic.

Every time you hit send, make sure you’re excited about what you’re sharing. If you’re not, don’t send it. Skip the generic and embrace the genuine. You don’t need to look “professional” by sending what everyone else does. Trust me, you’re better than that.

Need a hand crafting something authentic? You know who to call. I’m more than happy to dig into that with you because it’s time. Time to make real, genuine connections. Time to stop blasting the same message to everyone and start personalizing, customizing, and digging deep.

It's time to be ourselves in our marketing. Marketing is a process and a connection, not a numbers game.

That’s what I have for you today, Grasshopper. Thanks for sitting through it. You know I love you, and I will see you next time.

May the Force be with you.