A prescription for stronger response rates

This copy doesn’t take much room, but makes deciding to buy easier, even for new-to-mats Maybes.

Be Inclusive, Not Exclusive
Use plain English. Avoid jargon or expert copy shortcuts to avoid making Maybes feel intimidated, confused and irritated.

Say you’re selling model airplanes. “Curtis SB2C; Metal; cockpit opens; 12x18 in.” is an adequate description for expert collectors or World War II Navy pilots. But Maybes will be clueless.