Always assume your prospect knows nothing about you, your business, your products, your services. Because invariably they don't. Even if they did, with everything else cramming their brain, they need to be reminded and reassured you are who they think you are. (That's why one of the world's most recognizable trademarks, Coca Cola, is usually preceded by the word "Drink." There's always some yokel out there who doesn't know what to do with it.)

Given that, it's appalling how many ads, websites, email blasts, brochures, and sales letters mistakingly assume the reader has prior knowledge and understanding of what's being sold. So they start smack in the middle of things, or use bewildering insider jargon, virtually assuring the loss of a majority of prospects at the outset. A foolish waste of money.

Look. You're very close to your work. Probably too close. That's why most self-written copy is overly technical, presumptuous, confusing, and disconnected. You understand it, your reasoning goes, so why shouldn't everyone else? Unfortunately, they don't. Remember, too, people don't view your ad in a vacuum. They do so with divided attention, amid a maelstrom of distractions and interruptions. So your copy has to jump out and grab them.

Unseasoned and unimaginative copywriters don't produce much better, because they merely parrot the information you give them. (Been that route?)

An experienced copy pro can come in, do a quick study of your business and category, gauge your prime prospect's knowledge and sophistication level, then -- and this is most important -- put himself objectively in your customer's shoes. Only then can he write the kind of engaging, compelling copy that connects, motivates and sells.

Brilliantly written, targeted copy is one of the soundest business investments you can make. It will pay you back many times over.