Why would you select the poorer of two promotional offers? If the worse offer is “free” then you are drawn to it like moths to the light. It defies all rational behavior norms. It is predictably irrational.  
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How do the words you use in your advertising copy affect the brains of your target audience? While advertisers have known for many years that certain words sell, the discipline of neuromarketing is increasing our understanding of how the brain responds to the use of certain types of words. 
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Writing headlines is the most important part of online copy writing. Your headline is the essential building block for conversion. It must first stop visitors from turning away from your site. Then, coupled with subheads, it must convey your marketing message. Do your headlines measure up? 
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A lot of research has been published on the way Internet users read, yet business websites continue to ignore what we know. Is yours one of them? 
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How would visitors to your website rate it for usability? If the term is foreign to you, then you probably have a problem. An important part of the website design process is making sure that it is user friendly. Usability is the foundation of that effort. Let’s start with your words… 
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If you write copy for the Internet, you must understand how users read on the Web. Otherwise you may be wasting your time… 
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