The first line of copy in an email for at least like a newsletter style, Morgan's talking more about let's go one to one. This is not you just firing off a thousand emails a day and coming off not caring about them. The bait essentially that's going to get them to be intrigued for me to open up this email. Now we don't want to bait and switch. We just need bait. And the best way to do this is what is called clues. People some people call them triggers. I like to call them clues because ultimately there are clues that you could find throughout the internet to show that you've done some research.