I just had to let you know Gary Bencivenga has shot another copywriting bullet that is a must read for anyone writing copy.
Copy on the Internet or offline.
This one's about the second most important element in any copy you write.
Yet it's often something that clients don't even think about.
Sometimes I think Gary may be the coolest guy on the planet after all. Read his bullet and prosper and find out how you can be different to many businesses who don't use this important point.