I couldn’t help it – I called my husband from a business conference workshop last weekend because I needed a quick reality check from someone I trusted.

“Does quality still matter? Or is sweating the small stuff a waste of time?”

As easy as it may seem to shoot off some quick direction to your copywriter of choice and receive an on-target, well-written piece of content in return, the truth is that great copy is a little harder to come by. You can go a long way toward assuring a successful project by giving that copywriter the information he or she needs to craft effective marketing prose.

Imagine how chaotic your home page would look if it was the landing spot for every single campaign, email or content resource you’ve published. You’d have to somehow speak to each visitor, regardless of what they’re interested in or how they got there.