The Copywriting Maven

Okay, so I’m reading through a popular business journal. Interesting article about the next wave of must-have capabilities that sites in the Web 2.0 world will need when I come across this sentence:
"Architecting sites to accommodate personalized targeting …"
Architecting? Did the author actually mean to build sites or craft sites or design sites? You bet. [...]

Wooing a client (or even better, being wooed by one) is like dating. Everyone is on their best behavior … there’s no belching (or worse) at the dinner table … and we’re mindful of what we say and do.
But there are a few ways to know if that potential client you’re playing nice with will [...]

Differenting between features and benefits is a key component of smart marketing and smarter copywriting. Here’s a quick trick to turn a feature into a benefit when your client hands you a laundry list of product features without much else:
Write the feature (like the pencil has a pink eraser) and then say to yourself, "The [...]