I just had to laugh! During a recent conversation about how often you should change your copy, I had one person tell me “Well, if there were any *good* copywriters out there, they’d be able to write it once, and it would work forever!” Oh really? Actually, nothing could be further from truth.

It is extremely rare for advertising copy to last for extended periods of time. Changing your copy is a given, reason being that people and events change. Since we, as copywriters, are reaching our customers on an emotional level, we have to stay in tune with what’s going on in their lives and their worlds. Let’s look at an example.

Say you rent mailing lists. Your primary benefit might be that you have largest lists available offering a minimum of 100,000 names per category. Things are going great, and you’re renting lists like wildfire. But then – right in middle of your success – postal service increases rates substantially.

All of a sudden, your rentals begin to drop dramatically. Here you are screaming about largest lists available anywhere, and your customer is thinking about how much his postage expense is going to skyrocket.

It's same marketing skill top-dog eBiz marketers have in common.

Rudyard Kipling said it best when he wrote:

*Words are most powerful drug used by mankind.*

The common thread running through money-making web sites: words that sell - or, copywriting.

Yet, many eBiz marketers don't seem to get it. For example, visit:

http://inventory.overture.com/d/searchinventory/suggestion/

and enter *copywriting* into search box. During November, 2002, there were 3,746 searches made for *copywriting*.

Next, enter *make money online* into search box. During November, 2002, there were 19,127 searches made for *make money online*.

But, trying to make money online, without first being able to write words that sell, is like placing cart before horse.

Imagine a semi truck pulling up Behind a trailer and trying to Push trailer down a busy highway. Kinda silly, stupid, and dangerous?

Well, no more so than trying to make money online without first discovering how to write copy that sells. How much money you make depends on how well you write for your target market. Good copywriting pulls in sales like a money magnet.

What was it about last web page you visited that grabbed you right by nose; then, it compelled you to keep reading to end?