Probably the single most important skill we as online copywriters acquire, is the ability to figure out What To Say, rather than focusing on How To Say It.

I touched on this point briefly in the article: Web Copywriting: Do You Answer Their Question? as I examined how users of the internet use it to communicate their ideas and opinions using reviews and blogs.

Most times copywriters put to much emphasis on how to say something.  They want to be clever, hoping their wit will sell, when in actuality all it does is serve their own ego.  While this may work to some extent in politics, in copy it serves little purpose if a thorough study of what to say has not been performed.  Fortunately, the internet is a storehouse of information on figuring out what to say for those who have been trained to look in the right places by those who know.

Once you figure out what to say about your product, service or subject it is usually a pretty quick process in figuring out how to say it, as through your research you will have already exposed yourself to how potential visitors to your page communicate.  You will have seen what words carry importance and validity to them, what websites they trust and what they hold as a higher value as compared to something else.

Find a copywriter who knows how to research your prospective visitors/buyers, who has been trained by those already successful in the business and copy that converts will flow from the fingers.