Copywriting Makeover: It’s What You Say AND How You Say It, Part 1 of 2
by Karon Thackston © 2007, All Rights Reserved
http://www.WebSiteMarketingPlan.com/online/conversions1.htm
The old cliché is wrong. All our lives we’ve heard, “It’s not what you say, but how you say it.” That may occasionally be true, but for the most part it’s what you say AND how you say it. Case in point: Announce It!, a custom candy-bar-wrapper manufacturer, had copy on their home page that was acceptable. It mentioned pretty much all the important things a site visitor would need to know about ordering candy wrappers. Yet the copy wasn’t pulling as well as it should have been.
