I have a client who, among other things, publishes a health-related email newsletter. We were rolling through some open/click data the other day and a clear pattern emerged: the emails with uplifting subject lines got opened the most, but once inside the newsletter what really interested people was specific information about the most terrible health[…]

I had this client a couple of years ago, kind of a hip-pocket start-up I did some cheap work for. I wrote some web copy, designed a couple of ads, took some photos. It was maybe two days work and I liked what I did.   When it came time to pay he called my[…]