A few years back, I interviewed Bryan Eisenberg, of Future Now Inc. I asked him, "If you could leave my readers with one bit of wisdom, what would it be?"

His reply was profound, yet simple.

He said, "Identify the 'meat of your message' and then speak to the dog in the language of the dog about what matters to the heart of the dog. Relevance is really the bottom line. And to that end, even mediocre copywriting that communicates relevance is going to out-perform stylish, pricey copy that completely misses the mark. You truly don't have to be a brilliant writer. You do have to understand the felt needs of your visitors and 'speak' directly to those needs in a way that keeps your visitors motivated to continue 'listening' and clicking."

That bit of advice has carried me through my business career. I may not be the most stylish copywriter on the planet, but I've learned that speaking to the heart of the buyer speaks louder than any fancy copy ever could!

If you can't afford a high-priced copywriter, write the copy yourself. After all, who knows your business better than you?

The key to good copy isn't always in the length, or the words, sometimes it's the audience you are targeting, so if you've written a great piece of literature and it's not selling, double check who you're pitching to. It could very well be the wrong audience. But if you have the right audience and after a few months the copy isn't producing the results you want, rewrite it!

I once wrote copy for one of my e-books that produced very poor results. Every time I went back to that copy, I couldn't figure out what to change. I asked a few business associates their opinion of the sales page and they all liked it. They said, "If that were my target business, I'd buy the e-book." So I left it alone until I had completely forgotten about the words I had written and only then did I rewrite the sales page. The results? That e-book now sales very nicely.