Monthly Archives: October 2013

Connecting Message to Market

Think about something you know about. I’m going to say automobiles. At some level—maybe it’s just at the user level or maybe it’s at the engineering level—we all know about cars. We know what they do. We know how to … Continue reading

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The Yossarian Way–An Editing Exercise

Here’s a little exercise that might prove useful to you. Catch 22 opens with the protagonist, WW II bomber pilot John Yossarian, faking jaundice to avoid flying more bombing missions. As with all patients, he’s given letters the troops send … Continue reading

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Five Don’ts of Technology Copywriting

I thought I’d focus today on mistakes writers make when they create tech marketing content. I chose an Adobe piece at random: they were the first site I looked at and I found something I could use. Not meaning to … Continue reading

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