Copy-Cat-Copywriting

As marketers we often forget our target audiences lack familiarity with what we take for granted.

Many members of my target market are corporate executives. Some are very new to the Internet.

Awhile back, someone emailed to say, "You don't have to refer to your secure shopping cart when you write copy. Everybody knows your cart is secure. Whose isn't?"

But my audience didn't know. They appreciated the reminder.

I almost forgot till recently someone sent a story to include in my ezine and blog. "Don't use my real name," the writer added.

I used to reassure everyone of anonymity, but then I forgot. Everybody knows, right?

Not.