Today I was talking on MSN with a friend of mine who recently hired a fairly expensive copywriter to write some copy for him. Knowing that I have tremendous “copywriting skills,” as he says, he asked for my opinion.

My response to him is below.

“See i spend tons of time on the headline…maybe too much. Writing lots and lots of variations and then choosing the 3 best and choosing from them. Looks like he spent a lot of time on the copy, which is decent, but not so much on the headline, which without a good headline you’re stuck anyway even if the copy is the best ever cause nobody will ever read it.”

I truly believe that the most important part of a sales page is the headline, which is why I spend TOO much time on it.

If you are writing your own copy, you should spend TOO much time on it as well.