Writing copy seems to bring out the perfectionist in everyone. It doesn’t seem to matter if you’re writing a short letter, long letter, emails, or anything else. Before you publish your copy for the whole world to see, you want to make sure every word is perfect.

Such careful attention is a good thing. Making a sale is a fragile process. Sometimes a single word can make or break your promotion.

Let me give you a real example.

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Greg Rozsa, my friend who started HelpWithKatrina.com and who has already brought tons of supplies to the homeless in and around New Orleans (you can see pictures he took on the website), receives hate mail on a daily basis.

This breaks my heart.

But what’s worst is that his website was temporarily shut down today because of complaints. Now, I acknowledge the fact that scammers are rampant and come out of the woodwork to take advantage of situations like these. But Greg is a good man with a big heart.

And there’s something else that irks me to no end…

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