It's a first. This morning I read Seth Godin's blog as I do every morning.
Today however I was surprised to see that for the first time I disagree with him.
In his post Letters, Brochures and Email he says that you should never write an email like a Direct Marketing letter. I think he should have added a caveat that you should never write like that if it's a one to one email with a colleague or customer you are interacting with. But when you are trying for a sale of any kind, long direct marketing writing is what wins.
The theory has been tested to death over the years before the Internet was even thought of. I'm sure it's horses for courses but sorry Seth don't agree.