Copywriting, sadly, has no one-fit solution.

If I texted my friends to meet up for a barbecue by opening with “esteemed companions,” I might give off the idea we’re supposed to show up in powdered wigs and cummerbunds. Likewise, opening a cold email to a B2B organization with “WHAT’S UP” might end up with the email filtered into mental spam piles, if not the actual folder where outreach goes to die.

Read the blog article here.