Be Real With Your Customers, says an article on Search Engine Journal which really gets to the heart of why sales copywriting in 2010 is a lot different from 1960. The web has fundamentally changed the way people choose products and suppliers, and although we all know this, we’re not all modifying our sales pitches accordingly. The crash-bang techniques developed fifty years ago, and taught ever since, now sit very uneasily in a world where researching the alternative is just a few clicks away. Nowadays empathy is everything. It’s all about “I’ve used this product” or “I know someone who’s used this product” and how that’s relevant to the prospect.