Put yourself in the customer’s place

Who is your natural customer? What class of people are your customers — male or female, white or black, old or young, rich or poor, conservative or liberal? Have your audience in front of you. Then imagine you are one of that audience. Insert yourself into their shoes. See through their eyes and feel their feelings. Need their needs; want their wants. Now you are in a position to determine what points about the article will ap peal to your audience. Is it the quality, the price, or all of these? What is it in or about your article that will appeal most strongly to the class of people you want to sell? Is it its usefulness or is it its luxury? economy? novelty? quality? style? of what? Find these things and tell them, simply and plainly, so you will be thoroughly understood by your audience, and then you are really selling. — Harlan J. Wright