lisaevenson - 9:12 pm on May 6, 2003 (gmt 0)

Very true. The age old need for safety, security, shelter. Also, just answer why it is the best or top-notch. When I write copy, I ask the person to describe their business and what makes it stand out from the others, they just go on about it with actual facts, no sales hype. They basically write it all for me.

Do this. Write down or talk into a recorder about what makes your business unique - the best. Then, do your AdWord. Don't generalize - stay just as specific as you were, but with very, VERY limited space and fewer words.

Feel free to message me if you have something you'd like to bat back and forth. I write for a living. :)