What kind of emails do you open? Ones that make you smile. Personal ones. Ones that connect with you rather than use you. That’s the kind of newsletter you want to write.

To create an audience of people who are keen to support your business by purchasing from you, a real relationship is required first—one that includes trust, humanity, and empathy.

My policy in creating sales copy is this: give the customer the information they need to make the decision they want, not the decision I want. It is time to shift our focus away from conversion towards relationship-building.