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.


  • He isn’t aware of how many people you are writing to.
  • He doesn’t like being a mere line item in your email list.
  • When you say “hey guys,” he 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 him feel special.

Like he’s the only person in your world right now.

Do that and he will reward you for it.