If you have been reading my articles for a while, you'll already know that I advocate writing online with a personal, but genuine tone of voice.
Not a dry, corporate voice.
Not a "you're my best buddy" voice.
Time and again I have seen the benefits of using an authentic personal tone.
But recently I have been seeing more and more emails that take the "instant best buddy" approach.
You sign up for some information on a site, and 10 minutes later you receive a breathless email and hear how the author has just taken his kids to the beach, but simply had to rush home and share some terribly important news about an upcoming product launch.
It's tempting to dismiss these emails.
As the recipient, you know perfectly well that the writer is not your buddy.