Your customer may not be as smart as you think

write to the lowest common denominator

Before you get your hackles raised and release your ire on me or a loved one...

I'm not saying your customers are dumb. They're not.

But - they don't know as much as you do about your offer.

And - they definitely don't know how your offer is what they need to have a better life.

And - while you are writing your email to one person, that one person is an a…