Writing
Writing Copy That Sounds Like a Human
The difference between marketing noise and words people actually finish reading.
By Priya Nair
Most product copy is written to impress a committee. The best copy is written to help one person make one decision.
Cut the throat-clearing
Start with the verb. Drop the qualifiers. If a sentence survives being read aloud without you wincing, keep it.
Clarity is a kindness.
Write the way you would explain it to a friend who is in a hurry. That is almost always the right register.
- SDS