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Main » 2014 » January » 15 » Good Cop(y), Bad Cop(y)
7:02 AM Good Cop(y), Bad Cop(y) |
| 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-free indulgence, big enough to
share." Now thats good copy! Combined with a lush, close-up photograph of the
throw draped oh so casually on a tan suede sofa, I dont know how anyone could
resist! Compare and contrast: [Im not making this up]. "Destination Phoenix
Amazing what you can do here." "Open your eyes the day you arrive and believe
everything you see. Our world is in constant flow and a stiff current of
excitement and discovery pull you along." "Greater Phoenix is everything from
shopping in world-class boutiques to dining thats equally up to task Isabel Marant Shoes. Its lodging that may
ease your body, but never relents on the imagination. And without a doubt,
theres so many entertainment options, your agenda will swell with the energy of
a true cosmopolitan city- tempered by years of individuality and originality."
So while a stiff current of excitement pulls you along, your agenda will swell
with energy. Yeah baby! Destination Phoenix? I dont think so. Id rather curl up
on my sofa with a good catalog and wrap myself in a 5-lb chocolate triple cream
butter pudding guilt-free hunk of chenille huanghaiyan121. Yum. Tips to improve
the copy on your site. 1. Read your copy out loud before you commit to putting
it on your site. Yes, every word. 2. If your writing skills arent "up to task,"
hire a professional, or at least get somebody who can edit your text. 3. If it
sounds like "BS" to you, it will sound like "BS" to your readers. 4. Less is
more, especially on the web.
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