Who is this for?

Is it for people who are interested, or those just driving by?

For the informed, intelligent, educated part of your audience? For those with an urgent need?

Is it designed to please the lowest common denominator?

If you're trying to delight the people who are standing on one foot, reading their email and about to buy from a competitor because he's cheaper than you, what compromises will you need to make? Are they worth it?