When writing sales letter copy for the web, what is it that many copywriters aren't doing?

In today's episode, I'm speaking with David Deutch, top A-Level copywriter for 'Boardroom' and other major mailers.  David is also the author of 'Think Inside the Box!'

David points out that some of the most important things people neglect in writing sales letter copy for the web are some of the simplest and most genuine.

David explains the essence of all good copywriting, how to start, what to look out for, what point of view to have, and more. 

Anyone who's written any sales copy at all will listen closely to  these tips, because they're priceless.  If all you did was follow David's advice, you would have great copy!