Listen: When you write email copy, you should never lie, never cheat, never use poor taste, never use trickery, never be crass, and never insult your reader’s intelligence. However, you absolutely must stop watering down your copy, playing it safe, and making it lifeless, boring, and lacking in passion, all in the hopes of not offending those who’ll never do business with you anyway. Instead you must entertain, excite, and spark passion in your readers. Be polarising. This will enable you to form a friend-like bond with your audience by being ‘real’ and levelling with them and not trying to be
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