Copywriting: Perform Brain Surgery

To “bone up” on your customers’ language, make a point of going where they go, perhaps even taking a short course in the topic they’re most interested in.

When I started to write the Crazy Shirts catalog, my research for this copy had me happily speaking with my young niece who’s becoming a good Crazy Shirts’ prospect based on her age, her love of the beach and her friends. I surfed Web sites and looked around for blogs that discussed their concerns. And I checked out competing product in stores while listening to customers’ conversations around me.