The vast majority of our products are not sold to people with a high standard of education and an up-market background.
Quinn in Secrets of Successful Copywriting says:
“these products are sold to people with few pretensions to higher education and who wouldn’t recognize a literary allusion it leapt up and announced itself. Where the copywriter is literate, they have little or no interest in syntax or grammar; where he is imaginative, they are earthy; where he is enthusiastic, they are different. This is the great schism. It is the happy few copywriters who can adroitly leap over this gap.”