Ahem, it's not easy to stand out from the crowd. But copywriting can help you do just that — provided people actually read it.That's why I like what Joe Sugarman wrote a long time ago, the second axiom in his book, The AdWeek Copywriting Handbook:“All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.” - page 29.You can probably guess his third axiom, which I'll paraphrase: the purpose of the first sentence is to get you to read the second sentence. And so on.So, with Joe Sugarman’s advice as my guide, I specialize in “conversionational” copywriting, whether I’m writing web pages, blogs, or emails. What the heck is conversionational, you ask? Well, it’s a word I made up to describe copy that’s conversational AND gets a conversion. In other words, it grabs attention, holds attention, and ultimately gets the reader — your ideal customer — to say “yes.”