As a copywriter, there’s a certain amount of salesmanship that goes along with getting your words approved by the client. While I think it’s a mark of a good writer to be able to instantly jettison your copy (and ego) and start from scratch, I think it’s also important to be able to pitch your [...]

Read this terrific article by marketing consultant Kristin Zhivago on creating effective marketing copy.
She states that there are two problems with the typical approach to Web copy. First, little of it is “even close to useful.” Second, “since everyone writes the same copy, using the same old tired words and phrases, customers have learned to [...]