"A diplomat is a person who can tell you to go to hell in such a way that you actually look forward to the trip."
Caskie Stinnet
It's not necessarily what you're saying, but more the way you say it. This doesn't only apply to how you explain great philosophies or the truth of life. This goes for every single little word you put on your website or your marketing material. It all counts. The power of the word is rarely overestimated and good copy is the most important component of your website. Who wrote your copy? Does it make sense to the reader and encourage him in the direction you want it to?
Here is an excellent example of good copy from Purplefeather, a content agency in Glasgow:
Put your words in a context people can relate to and it will make all the difference.
Hjörtur
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