More than you think. You don't have to paint your readers' nails or watch True Blood together, but you do have to make them feel special.
There are a lot of reasons why I’ve come to love advertising. I think one of the biggest might be that the majority of its principles are intuitive.
Understand how (most) humans think and feel, and you’ll understand how to sell them things. And I’m not talking about Dr. Melfi levels of psychological proficiency here – just the basics. Remember, common sense will carry you.