I found this insightful article today at EConsultancy.com and thought I’d share. The author makes excellent points about situations that happen all too often in the B2B environment. Beware! Don’t let these practices screw up your copy.
It is an all too familiar experience for us to see page after page of succinct, web-friendly, findable copy with clear, bite-sized messaging destroyed by rounds and rounds of “feedback”.
- First there’s the insertion of inward-facing political messages handed down from board-level management and really meant for shareholders’ ears only (“In the current economic climate we have taken the decision to outsource key deliverables such as our logistical operations…”).
Next comes the space-wasting chest-beating hyperbole from Marketing (“We are the leading global solutions provider to the digital imaging market with solutions that are best of breed and bleeding edge…”)
Read the entire article.
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