According to copywriting legend Eugene Schwartz, a headline’s main job isn’t to sell; it’s to gain the readers attention and compel them to read the ad.  And this is sound advice, but the Internet also requires one other thing in today’s web 2.0 copy world… Step 1. Scent: Web copy add...

I knew I had to buy a copy as soon as I saw it on the magazine stand: the issue of Time Magazine with Presidential temperament as the front cover story.  They even had four presidential faces on the cover, which, before examining them, made me think of previous explanations of temperament using the...

Copy is one of the most crucial elements of any E-commerce site. And while most discussions of Web copy focus on creating great copy, it’s also important to ensure your copy is formatted for the online world. Great copy that comes in dense blocks of text often never gets the chance to convert ...