As presented at Business of Software 2014. By Joanna Wiebe, conversion copywriter and creator of Copy Hackers (www.copyhackers.com). Chances are extraordinarily good that your copy totally sucks. Sure, it might be clear and to the point. But could you pick it out of a lineup? Could your customers? In this copywriting presentation, see why it's not just important but business critical to use a little oomph - or personality - aka tone and voice - in your web and email copy.

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12. Say what your
competitors
won’t

21. Marshall Mcluhan

22. “Make it sing.”

24. Polish isn’t sticky

29. Jagged edges are sticky

49. Be visible
39.6% open rate
45.5% open rate
54.0% open rate

51. Say what your
competitors
won’t

52. How to write non-suckycopy

65. Humanize

68. It’s 3am

72. How to writenon-suckycopy