Although copywriters write for the masses, it is an unwritten rule that they must put themselves in their consumers' shoes. And whether it’s a pair of Nikes or Manolo Blahniks, it pays to churn out copy with a personal touch that will immediately appeal to your target audience.

If you are writing copy for an advertisement about the latest sports car, don’t talk extensively about its engine and performance; instead talk about how the driver will love feeling the wind in his or her hair if the car is bought.

If you are selling an ad for a telecommunications company, don’t harp too much on the area of coverage, instead talk about how families and friends will be reunited no matter the distance between them.

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