In writing activity descriptions, keep in mind that adults have a natural sales resistance to education. They have visions of rigidly formal classrooms, embarrassing questions by a domineering schoolmaster, difficult assignments, and dull lectures. The description must convey to them the friendliness and informality, the respect for per- sodality, the practice of learning by doing, that characterize modern adult programs. Many adults are timid about their ability to keep up with the others, because they have been out of school so long. They must be reassured that they will be able to participate without embarrassment. (The “individual criticism" in the second illustration above must have scared away a lot of people.) Good copy writing involves putting oneself in the readers’ shoes.