The same with advertising copy. Your copy is your surrogate salesperson. And the way it is written has everything to do with whether or not your ad sells, your website converts, your business succeeds.

The difference between under-performing copy and brilliant copy can translate into many thousands of dollars over time. Bad copy can actually have the opposite effect of damaging your image and suppressing sales.

Yet many advertisers don't get this. Copy is an afterthought. They spend extraordinary amounts of time, energy and money setting up a business, then doom it to failure with poorly written, cheaply bought or crudely constructed homegrown copy.

It's not enough just to be out there. Your copy has to work hard, really hard, to grab attention, communicate clearly, convey benefits, overcome skepticism, outfox the competition, generate excitement, exude energy and charm, and close the deal...all within a short span of time! Just like a star salesperson would.

It takes ability, experience and time to craft copy like this -- to research, write and rewrite it to achieve exactly the desired result. That's why exceptional copy comes at a price. But one that will repay you many times over.

I can't tell you how many clients come to me after throwing away their money while trying to save it, hiring cut-rate, self-proclaimed copywriters who are big on promises and short on results.

Lesson: don't hire anyone until you've seen their work. Note what businesses have entrusted their brands to them. Take the time to read their copy. See if it sells you.

And don't be afraid to invest in outstanding, professionally written copy. It's all a part of doing business. A very critical part.