Chapter 06: 5. Be clear and conversational
Fog kills. If your message is hazy, fuzzy, or as hard to read as a legal brief, nobody will take the time to figure it out.
So make it personal and make it conversational. That's the great strength of email, after all: it's not a billboard or skywriting, it’s a direct conversation. And try not to resort to the hard sell. Believe in your message, yes, but don’t diminish your brand by being pushy or demanding the recipient ACT NOW.