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One of the hardest things to learn as a copywriter is which focus or approach to take with copy. There are general guidelines to follow, but experience will tell you that there are almost as many exceptions as there are rules. (skip to "Copywriting Makeover: Facts vs. Fantasy (Part 1 of 2)" by Karon Thackston)
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Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.