What is the sin of assumption? Assuming visitors know why they're at your Web site, prospects know why they should read your brochure, recipients know why they should subscribe to your newsletter…basically assuming someone cares. You can't.

Whatever it is you're selling, it's much more important to you, the seller, than any potential buyer. So to communicate to that potential buyer, you must think like one. Remember, they don't eat, breathe, sleep and obsess over your widget, gadget or webinar the way you do. They don't know anything about it.

When you do get their attention, the worst thing you can do is assume. You know the old adage about the word "assume"…it makes an ass out of you and me? In this case, just you, sorry.

Avoiding the sin of assumption is not hard. Just put yourself in your customer's shoes, state of mind, worldview, whatever it takes. Talk their talk. Talk to their concerns, not yours.

To read the more about the "sin of assumption," go to http://www.weknowwords.com/june2007.htm.