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Interview with SEO copywriter Heather Lloyd-Martin, who I had the pleasure of meeting when i lived in Bellingham Washington.

"The purpose of copywriting is to help people take action. It’s about getting inside your customer’s head and figuring out what their pain points are – and then overcoming those objections with the copy. It’s writing in a tone and feel that resonates with your customer, helping them get to know and trust you. If your text is all about the keyphrases, and not about your customer. it’s not going to sell the way you want. It’s that simple."

http://www.toprankblog.com/2006/01/interview-with-heather-lloyd-martin-of-successworks/