Good Cop(y), Bad Cop(y) It's true-- people dont want to read much. All the more reason to choose your words carefully. Im convinced that great copy is essential for a compelling customer experience. Here are two samples I came across recently, that carried me from the sublime to the ridiculous. The first is a description of a Chenille Throw from a Restoration Hardware catalog thats so evocative I practically salivate with desire. The second is an excerpt from a multi-page ad promoting Phoenix as a tourist destination. Its so pretentious and silly it makes me laugh out loud every time I read it. Go ahead, read for yourself. Then think about what kind of impression the copy on your site makes. The 5-lb Chenille Throw "Chocolate truffles. Triple-cream brie. Ice cream cake. All areas where more is, well more where five extra pounds is a very good thing, indeed. So it is with our chenille throws. Each is five pounds of butter-soft, pudding-rich, rayon-cotton chenille, a guilt-fr ... Read more »