Copywriting is undoubtedly one of the most salient aspects of any product?s Internet marketing formula. Unfortunately, most Internet marketers invest as little capital as possible acquiring an effective copywriter. Even more frequent, unfortunately, is the Internet marketer who decides to write his own sales copy. Big mistake! Effective copywriting serves to maximize sales conversions. In other words, from the total number of visitors that land on your sales page, how many decide to purchase? In more concrete terms, let us assume your landing page receives 100 visitors per day and only 5 purchase on average. That?s a 5% conversion rate. It was the sales rhetoric on your landing page that converted the sale for the 5, but for the other 95; although initially interested and clicked on your advertisement?for whatever reason, your sales rhetoric did not convince them they needed to purchase your product right then and there. The better your sales copy is written, the higher your conversion rate will be. By not investing capital to either learn copywriting or hire a copywriter, you are leaving an inordinate amount of money on the table. Look at it this way, if your sales figures are $2,000 per month at the 5% conversion rate, a simple improvement may increase conversions to 10%. Now, let us say you improve it even more, now you are at 15%, so on and so forth. Understanding ?Perceived Value? Copywriting is all about maximization of the perceived value of your product. Emphasis on the word perceived. Why? Because when people commit to a purchase, they are doing it based upon their perceived notions or their perception regarding the benefits of your product not the actual benefits?for those are unknown to the buyer upon purchasing. Think about it for a minute. What was the last movie you saw in theatres? Did you buy a ticket because you knew for a fact it was a good movie?of course not, you hadn?t seen it yet. Instead, you purchased a ticked because your perception of the movie was positive based upon advertisements and trailers?which inundated you with a positive perception.