Copywriting: Perform Brain Surgery

Most of us can tell if someone’s not “speaking our language.” We hate to be spoken down to. This is true both face-to-face and in your catalog. Yet, I constantly see curt and uninviting language. Or it’s so sweet that it’s clear I’m being pandered to. Multichannel marketers essentially are uninvited guests into the homes of prospects. If prospects don’t trust you, they won’t buy.