EXAMPLE ONE: Copywriting for a small start-up. An entrepreneur was offering an online service, but many of his prospective customers didn't seem to understand what the service was about or how it could work for them. He initially asked me to write a user manual that would better explain how to make use of the features of his service. In fact, his service was very easy to understand and use. Instead of a user manual, I recommended that he allow me to rewrite the copy on his website. The rewritten text met three needs: (1) It explained the service more clearly. (2) It marketed the service more effectively. (3) It contained more search engine friendly keywords and phrases. And it required a smaller investment than a full-blown user manual. As a result, the client was pleased by the improved web copy and the money he saved, his customers needed less hand-holding, and he found it easier to find and attract new customers for his online service. -------------------------