Don't forget the human on the other side of the screen

My biggest breakthrough in copywriting and marketing.

Here it is: Regardless of how many people I am writing to, there’s only one person on the receiving end.


  • She isn’t aware of how many people you are writing to.
  • She doesn’t like being a mere line item in your email list.
  • When you say “hey guys,” she usually has no idea what you’re talking about or who the guys you’re referring to are.

So regardless of your medium — email, blog post, a concert — and how many people you are writing to, remember that someone, a human individual, is reading it.

Make her feel special.

Like she's the only person in your world right now.

Do that and she will reward you for it.