Just how impressive is your product or service? Is it just "new", or is it "groundbreaking" or "revolutionary"? Write in a way that sets it apart in a crowded marketplace.

Crisp, effective Internet copywriting uses a minimal amount of words, which is why each one should be chosen effectively. Choose words that are:

* Credible. Regardless of your industry, you want to convey trust and believability. Be enthusiastic, but don't overplay your hand and make promises that are impossible to deliver.
* Simple. Opt for words that can be readily understood by readers of any educational background. There is no good reason to screen out potential customers with limited vocabularies.
* Powerful. Use strong, descriptive words loaded with keywords, especially in advertising and headlines and subheads on your site.
* Active. Always be closing by using words that encourage visitors to make a purchase.
* Documented. If you make a claim about your product or service, be sure you can back it up.
* Curious. Don't give everything away on first read. Tease your audience with enough information to make them want to dig deeper.
* Persuasive. The right words can make visitors linger on your site, while the wrong words give them a reason to click away.

How important is it to use the proper word? As Mark Twain said, the difference between the right word and almost right word is the difference between lighting and a lightning bug. In online commerce, the right words will keep working hard for you 24/7. This is the recipe to riches.