Copywriting: Perform Brain Surgery

So, how do you make yourselves, and esp. your catalogs, welcome guests?

1. Love your customers — or, at least, like them a lot. The fastest way to alienate customers is to act like you like them when you don’t. They can tell. Here’s how:
• If you understood their priorities, they would be communicated in the copy (and they’re not).
• Your language isn’t the same as theirs, e.g., you use the wrong vernacular, or use it incorrectly.
• Your copy assumes they understand what a product does, when they don’t.
• You talk down and try to teach them something about a product that’s abundantly clear.