> My copywriting was tongue-in-cheek and self-deprecating. It was all me, no bullshit. I treated every message—even transactional emails—as an opportunity to build trust.

What does this mean? what is this 'trust' that is built ? how does an email build 'trust' Is this to do with whether I beleive the email came from where it says it does ? or somethign else. A lot of this article seemed a little vague in the business buzzword bullshit type way.

Bro, you gotta just build Trust(tm) for this one growth hack(tm)