Copywriting pro, David Garfinkel reiterates what Michel Fortin advised in the last podcast - make sure that your sales copy starts where your customers are, rather than where you or your business or company is. This is worth repeating, as even the most experienced, highest paid  marketing consultants forget this.

David also encourages marketers to always think of their customers as real people.  He stresses the importance of getting to know them and and listening very carefully to the questions they ask — these are clues  about their level of understanding.