April 9th, 2010 by Glenn
Are you communicating with your visitors? Or just preaching?
The trouble with websites is they’re mostly one-way. A sermon, not a conversation.
That’s not how effective persuasion works in the ‘real world’. You wouldn’t launch straight into a sales spiel, in face-to-face conversation with a prospect. There’d be to-ing and fro-ing. Laughter, sharing and meaningful pauses. Courtesy and social maxims to observe. You’d give your prospect time to digest what you’re saying, and you’d help her if you saw her struggling with something.
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February 16th, 2010 by Glenn
Corporate web copy needs more bikini models: Long-form copy & why you should be using it
We all hate long-form copy
We all hate reading that American-sales-letter-style long-form copy. (Even you American copywriters. C’mon, admit it!)
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