I’ve pointed out how easy it is to use terminology in marketing which seems half-hearted, but there’s another potential pitfall in any sales copywriting, and that’s sounding apologetic. Politeness is good, but not at the expense of effectiveness. Starting an email or a sales letter (or even a phone call) with “sorry…” or “apologies…” suggests you’re considerate – but it also immediately implies that what you’re about to say is probably not going to be worth the prospect’s time. If your offer is genuinely beneficial to the reader, then they will be delighted to read it. Of course you should be courteous, but you should also be confident that the interruption will be welcomed. A forthright opening statement which offers a real benefit to the reader needs no apology.