A common blunder made by copywriters and marketers is to speak to a group when one person is the audience. Teams do not read sales letters or website pages — individuals do. Sales are made (and lost) one by one. Copy should speak to one person whenever possible, avoiding language like “some of you” or “people just like you.” Speaking insider-to-insider strengthens the copy as it shows that you are one of them. No matter how educated your audience, make your message easy to consume.