Look. You might be a data scientist, an English professor, a behavioral psychologist, or one of the seven people on Earth who actually understands Salesforce. I envy you. I know a lot about email, but I can't expect a gold star for explaining your own job back to you.
That’s the whole trick to writing for expert audiences. You could have decades of experience and still not know what the hell is going on half the time. Even Jeff Probst has hosted 50 seasons of Survivor and still regularly looks like someone just explained fire to him.
So skip the fluffy setup, stop calling everything “game-changing,” and get to the good stuff before they can smell the marketing on you.
That's because expert audiences aren’t looking for someone who has all the answers. That person does not exist (and it sounds exhausting if they did). They’re looking for someone they can trust.
Which leads me to: How do you earn that trust when the people reading might be way smarter than you?
Hannah Castellanos has some answers. Thankfully, none of them involve pretending you’re the smartest person in the inbox.
