As presented at Business of Software 2014. By Joanna Wiebe, conversion copywriter and creator of Copy Hackers (www.copyhackers.com). Chances are extraordinarily good that your copy totally sucks. Sure, it might be clear and to the point. But could you pick it out of a lineup? Could your customers? In this copywriting presentation, see why it's not just important but business critical to use a little oomph - or personality - aka tone and voice - in your web and email copy.