I was sitting at my favorite coffee shop — you know, the one with the hipster baristas who make your latte look like a leaf and judge you if you ask for extra syrup.

Anyway… I’m minding my business. Laptop open. Pretending to write.

(Translation: I had 14 tabs open and was trying to remember why I opened the 15th.)

Then it happens.

Three guys sit down at the table next to mine.

Now listen… I didn’t ‘try’ to eavesdrop.

But my table — my sacred, corner booth, extra outlet, perfect lighting table — just *happened* to be right beside theirs.

And I’m only human.

I picked up a few things.

Not so much *what* they were saying — honestly, it could’ve been a business deal or a secret plan to take down the moon.

Didn’t matter.

It was how they said it.

All three were leaning in.

Eyes locked.

Voices low. Like they were trading secrets behind enemy lines.

You could *feel* the intensity.

You could smell the adrenaline.

You just *knew* whatever they were talking about mattered.

And that right there?

That’s how your emails should hit.

Like you’re pulling someone aside at a party to say:

“Hey… I probably shouldn’t tell you this, but…”

Emails should whisper, not shout.

They should draw people in. Not chase them down like a used car salesman trying to make quota.

But what do most emails do instead?

They walk in wearing a used-car-salesman grin, slap you on the back, and shout,

“BIG SALE! 10% OFF! BUY NOW OR FOREVER REGRET YOUR LIFE DECISIONS!”

And people?

They don’t lean in for that.

They lean out.

They delete. Unsubscribe. Mark as spam.

Or worse — they ghost you entirely.

Look — making a quick sale is nice.

But building a relationship?

That’s how you make repeat customers.

That’s how you build a tribe.

A following.

A business.

So if your emails aren’t getting leaned into — maybe it’s time to change the tone.

Stop shouting. Start whispering.

Speak with conviction, not desperation.

Because when you get it right?

You don’t need to ask for attention.

People will give it to you.

And if you want to start sending those kinds of emails — the kind people actually want to read?

Well, that’s kinda my thing.

Slide over to my Samples Page to check them out.