Eight Copy Glitches that Dry-Gulch Results

3. OVERESTIMATING THE INTELLIGENCE OF YOUR AUDIENCE. Most copy gurus justifiably warn about underestimating intelligence. However, a misjudgment on the other side can be just as detrimental to results. Copy often begins “in medias res” -- without the background that allows readers to get up to speed. Prospects are so lost in technical gobbledygook that they don’t understand what is being sold, how it can help them, and how to get it.