It's so easy, isn't it? After all, with millions of sites, why not borrow a few paragraphs? From a partner site or parent company site. A competitor's web site. You see some good words on another site that you can use on your site . . .

Professional copywriters know that the number one rule is to write your copy specifically for one reader -- as if you're speaking to that one person -- and this is especially important when writing sales and marketing communications . . .

From a copywriter's point of view, it would be great if clients had a crystal ball that they could use to see which copywriter best suits their project. There are different types of writing and first-hand experience proves that only a handful of people really know there's a difference. To digress for a moment, we've even come across clients who think that web designers are supposed to write the copy for their web pages. Most don't. It makes sense.