The static nature of shopping catalogues and of most hypertext documents on the web limits their usefulness, since they cannot be tailored to any particular user's requirements or abilities. That is, an author constructs a catalogue or document in a way which (hopefully) appeals to the widest possible audience. Alternatively, it is also possible to determine the needs of a demographic group of customers and to tailor a letter or catalogue in order to convince them that a particular product meets their needs. However, the resulting letter is tailored to the perceived needs of a group, and not to the individual's specific needs. By exploiting language technology, we can build systems which create catalogue descriptions with one specific individual in mind.