We’re all familiar with the term B2B. For your copywriting, though, I want you to forget it. Toss it out.
In your email marketing, there’s no such thing as business-to-business. It’s person-to-person. Even if the copy you’re writing is technically your business addressing another business, the conversation is still between you and the reader.
When we write copy, we’re trying to connect with our reader, and one of the best copywriting secrets I can give you is to write like you speak.