Copywriting tips - Be unpredictable

You know that brief or lack of brief: Write an email for the latest product news.

You look at the previous emails, as examples, and you find that the copy reads like filler. It looks robotic, auto-generated, dry. Anyone could do it.

But you're not anyone. You're the copywriter. It's your job to be unpredictable. This isn't school, the teacher won't slap you on the wrist if you get it wrong. Take risks.

So, going back to the email, what is it really about? Find your angle and go all in.