How often do you shrug your shoulders and press delete after reading a marketing email?

Many marketing messages make us cringe. They don't sound like a human being wrote them. They don't engage. They lack personality and feel cold-hearted.

It's not surprising.

At school, we learned grammar rules. We learned how to write and spell, but we didn't learn how to use language to connect with our readers. We didn't learn how to engage, persuade, and inspire.

But readers crave a human touch.