Web copywriting has been given a bad rap. It's ingrained in our subconscious that it's hard but if you listen to the masters - Brian Fanale, Eban Pagen, Ryan Deis, and Mike Dillard, among others - they'll all tell you it's easy. Whether you think it's easy or difficult, we all know that if you're going to excel on the Internet, web copywriting skills are essential. These are the base concepts that will get you started.