Most of the copy people ask me to rewrite seem to offer great products and services. In fact, some of their offers are so good, prospects would be crazy to turn them down. But they do. And these sales pieces end up falling in my lap because they’re desperately unproductive.

One of the biggest problems I see in these pieces is the fact that the copy is stale, limp and anemic. Downright dull and boring.

You’ve heard the adage, “copywriting is salesmanship in print.” This is nothing new. It comes from the ageless teachings of the masters, like Hopkins, Barton, Collier and others, which still ring true today. Including the Internet.

But people tend to forget this axiom. Here’s why…

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