When writing for advertising or direct marketing you must assume that your target audience are tough: They select the sort of media and information they choose to let into their lives, they don’t like being intruded upon, and they’re not predisposed to believe your messages – at least not to start with, anyway. They only what they think they are looking for, they don’t have much time to spare, and they are cynical.
Copywriting for Design, Advertising, and Marketing by Mark Shaw