What a copywriter adds when you’re advertising your technology.

Graphics folks and coders are typically indifferent to the substance of the text they are manipulating. They are highly focused on the look and the functioning of your site. They accept whatever text their technology clients provide. I recently looked at the websites of a couple hundred web design shops on California’s  Central Coast. Virtually […]

If it’s readable, it will work better.

For technical products, should advertising text be readable? Hardly anybody ever reads advertising copy, even if it is the very best. So why go to the effort of making it readable? Some people think the idea of “readability” is a concession to morons, a dumbing down, an insult to the seriousness of their corporate intentions. […]