Writing ability is the single most important weapon you can wield in cyberspace. The words you write are your best and often only chance to create an impression on customers. Just as your confidence in an off-line vendor is affected by that person's command of the language, your prospects' opinion of you in cyberspace is affected by your command of the written word. Before you will ever have the chance to impress customers with your superior service, expertise, or follow-up, many of your prospects will decide whether or not to do business with you by the quality of your written communications.

None of us likes to think our writing skills need improving, and even fewer of us are willing to spend the time and energy to improve them. But consider this: your larger and better-financed competitors pay professional writers to create their storefront copy, produce electronic publications and brochures, and perhaps...

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