Principles

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Principle: Context first

Just to recap, this week we’re talking about context. On Monday I introduced the idea that email isn’t just for marketing, but can help you achieve objectives in all 5 Parts of Every Business. Yesterday, we ventured down the “buyer awareness” rabbit hole. Conclusion: where your prospect’s awareness lies should affect how you decide to …

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Principle: Write like a real person

Speaking of first principles, let’s dig into one. Principle: Write like a real person. One unfortunate side effect of looking to examples of “good” email campaigns, or searching for copywriting tips as you’re putting together something to send off to your list… Is that you end up creating a “standard marketing email” end product before …

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