Hi

We’ve all heard the phrase from the movie Field of Dreams, “Build it and they will come”.

It’s responsible for more business failures than any other phrase because business owners have taken it literally.

It’s also responsible for possibly the best email subject line ever, I blame Kevin Costner, from Nigel Botterill.

But what most people don’t know is that the original line in the script was actually: Build it. Tell them that you’ve built it. And they’ll come.

But the director Phil Alden Robinson thought it was too long, 

They never should’ve cut that line because as all marketers know,  just building your product or service isn’t enough, you’ve got to shout about it and tell your ideal customers what you’ve built.

I don’t blame Kevin; I blame Phil Alden Robinson.

Noel Guilford