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 Help​With​Ka​t​rina​.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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