Copywriting: Perform Brain Surgery

The payoff was huge. Not only did we quadruple response to the catalog, but we increased order sizes, esp. with the “Highlander Clan” — its frequent buyers.

3. Don’t try to fake their language. If your niche market speaks with a special language, don’t try to “wing it.” When you make your inevitable misstep with its vernacular, it makes the catalog look shallow, and the book gets tossed at the first sight of a bogus communication. In fact, it’s better to not try than to do it wrong.