The following excerpt is from Susan Gunelius’ book Ultimate Guide to Email Marketing for Business.
Step 2: Exploit your competition’s weaknesses
Depending on your desired call to action, it could make sense to include copy in your message that shows why taking an alternate action is a bad idea and won’t deliver the same benefits as taking your desired action.
Step 5: Focus on “you” not “we”
Messages that focus on your business, products or services will be less effective than messages that focus on the audience.
An essential part of focusing on “you” rather than “we” in copywriting is to write messages in the second person.