The original copy is here: http://www.copywritingcourse.com/Eiklor/EiklorFlames.html The revised version (not formatted) can be viewed here: http://www.copywritingcourse.com/Eiklor/EiklorFlames-Revision.doc

As you’ll see, more emotion, more feeling, more of personal experience of having a home with a fireplace is revealed in new version. It connects better than simple statement of “Imagine these gas logs in your home.”

Don’t Just Give Features… Give Benefits, Too and Make Sale Before Sending Them to Dealer

The next section of copy has a two-fold purpose. One is to bolster features of these logs with associated benefits so site visitors better understand what they’re getting. The second is to convince them that – once they visit their local retailers – they need to ask specifically for Eiklor Gas Logs.

The section with bulleted list serves both purposes. By giving quick statements about both features and benefits of these logs, I’m giving visitors opportunity to scan for what they need. I’m also quickly making points about quality of these gas logs. Lastly, I’m answering ever-important question “What’s in it for me?”

The closing paragraph reiterates that Eiklor is considered one of best and that site visitors should go to local dealer and see these logs for themselves.

Overall, copy was greatly improved in both respects – search engine optimization and sales orientation. Now page is fully prepared to bring in new visitors and turn a profit from them.

Use a resource. "Lots of people like ProfNet.com, because it's online," David, a journalist, says. "But I prefer [the printed version of] The Yearbook because I can skim through it and something always catches my eye."

Ask someone else. For myself, I often find all leads I turn up doing research lead to more leads. The trick is to end each interview with a request for another source. "Who knows almost as much about this topic as you do?" or "Who has worst argument for why you're wrong?" often work well. Make sure you're talking to people on both sides of issue so that your article will be well-balanced.

Quotes are spice for your piece. The, as Marjorie said, "texture." They show you've done your research and that you're not only one who feels a certain way. They also add visual interest. In fact, some readers only read articles with quotation marks in them. So go to trouble to find a few extra quotes. Your reader will appreciate it.