Copywriter Michel Fortin specializes in tested conversion tactics and response-boosting copy.  As one of the most respected and successful copywriters on the Internet, Michel's advice is always worth paying attention to. 

So let's start at the beginning with a question: Are you writing your sales copy from YOUR perspective… or from your client's perspective?

What does writing copy from your client's perspective mean anyway?

It means approaching the subject in a way the client can understand, rather than the terms you are used to.

Example:  Many tecno-geeks write about their work in terminology only other tecno-geeks could possibly understand.  Their "clients," or potential customers who would buy and use their software haven't a clue what those terms mean and don't want to wade through long lists of facts and features to find out what the software can do for them.

Michel spends a lot of time re-writing copy into user-friendly terms and make sense to the end-user.

In this episode, he offers a great guidepost for getting your ideas across in pictures and instantly understandible phrases.