Never follow so many rules that your personality gets squooshed out and replaced with something that looks and tastes like instant oatmeal. Sometimes, you just break the rules because that is what will get the job done, today, right now, this moment.
Every book and website on writing says you must write for yourself, and they're right. Every smart marketer says you must write for your readers or you'll lose them, and they're right. It's a tightrope, and you have to walk it, because they're both right.
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