Copywriting: Perform Brain Surgery

Copy that embraces customers and encourages them in a friendly way only can be written with a full understanding of who they are, what their tolerance levels are for technical or other information, and knowing their all-important question, “What’s in it for me?”

As you work with staff writers, make sure they have the time to get to know your customers on more than a superficial level. And if you hire out, look for writers with insatiable curiosity and the willingness to dig in and get to know — and like — your customers.