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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Clarity Beats Cleverness Every Time

Consumed => “How To Master Copywriting” by John Zeratsky on FastCo Design.

=> My value add (i.e., left a comment)…

re: “Regardless of details, it’s important to make copywriting an integral part of your design process. Don’t leave it until the end. Don’t do it all upfront. Don’t offload responsibility to a separate person or team who’s not involved in design.”

=> Agree! The other issue worth mentioning is people confuse good/great copywriting with general “internet writing.” Copywriting is not writing an email, or leaving a comment on Facebook or LinkedIn. If you’re doing proper copywriting and you’re not breaking a sweat then you’re probably doing it all wrong.

re: “It’s best to write copy in the context of a page layout, whenever possible. You’ll get immediate feedback on how long your text should be, and you can start creating a visual style and hierarchy that supports the content.”

=> Disagree, mostly. The issue here is, which page layout? Desktop? Laptop? Tablet? Phone? TV? In a multi-device / responsive world the idea of “layout” is far more abstract.

That said, hierarchy, as it should be meshed with empathy, is critical. The capacity of your reader is limited. It’s very easy to presume they care as much as you do. (Hint: They do not.) Good/great copy is written with the reader in mind first, and the brand / product second.

p.s. Storytelling is the new black.

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