And this is also where educational copy comes in. You can't assume that people know as much about your business as you do. You work in it every day, and possibly been doing it for years, and often you can get frustrated because you don't think your customers respect your value. But the reality is, THEY DON'T UNDERSTAND YOUR VALUE.

So you need to educate them about the value you offer. If you tell them something about your company, then your job is to explain why that's important for them. Let's say you sell an expensive mountain bike, for example. In order to get people to buy the bike you've got to justify why they should spend $2000 on your bike. You've got to tell them the reasons why, which is what educational copy is all about.

Like that the bike has better suspension to handle rough terrain, a comfy seat that you could ride the bike for hours without getting sore, and maybe it has 50 gears for easy riding, and a GPS so you never get lost. These are all just examples of course, but notice how it's talking mainly in benefits to the reader, how it will help them!

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