I speak Russian (ok, that’s not hypothetical. I do speak Russian, but stick with me here) and you don’t. I could be giving you compliments, offering you great advice, or giving you directions to the best restaurant in town.
But, it means nothing to you because you don’t understand what I’m saying. Worse, you might even think I’m insulting you.
Now, we don’t want that, right?
Well, time and time again I find copywriters taking the...