Let’s reverse our typically aggressive thinking that casts us as the hunter and our prospects as the prey. Instead of thinking “I’m going to capture a sale,” think “I’m going to remove the barriers to buying and allow people to follow their natural inclination to make purchases from me.”

No, I’m not wearing a tie-dyed shirt and hugging trees here. I’m just talking about understanding the modern consumer and writing copy in a way that’s more natural and appealing to a wider segment of your audience.

Principle #1: Your readers WANT to buy from you. We live in a highly evolved consumer culture. Shopping and buying are the modern equivalent of the hunting and gathering of our ancestors. People don’t just buy necessities; the majority of purchases today are discretionary. Luxury cars, smart phones, designer clothing, gourmet food, books and magazines for every interest. People are in a daily frenzy to purchase products of every kind, including yours.