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A while ago I ran across a website written by a management consultant whose target audience included high-level executives. The home page copy was full of "I, I, I," as in "I do this, I do that, I was educated here, I've worked for these companies," blah, blah, blah.

Here's the plain truth: no one cares about you or your company.  Continue reading...
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"Bill Gates once asked me, 'Could you make me more human?' I said, 'Being human is overrated.'"

This doubly priceless quote comes from Mark Penn, Hillary Clinton's former campaign strategist. (Hat tip: The Atlantic.)

When it comes to writing copy, the human touch is still vital. Here are some tips for making copy that reads like a human being wrote it.  Continue reading...

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A Jewish friend wrote recently to tell me that her son had been invited to join a fraternity. "It's not a Jewish fraternity," she noted, "although they have a handful, literally, of Jewish members." Now, I've known some tiny Jews in my day (some of my best friends and family are tiny Jews), but I can't imagine even one fitting in someone's hand.  Continue reading...
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I love the assonance in my name, the repeated long "u" sound in Julia Rubiner. Which isn't to say I haven't daydreamed that my name is Julia Jubiner (or for that matter, in the manner of Scooby Doo, Rulia Rubiner) because then I'd enjoy both assonance and alliteration, two of my favorite poetic devices, and, as I've learned in my copywriting work, two great tastes that taste great together (the writer who coined that phrase on behalf of Reese's to describe the relationship between peanut butter and chocolate clearly knew a thing or two about assonance).  Continue reading...
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My company, Articulate Marketing, helps big tech companies communicate better about their products and services. A large part of my work is writing editorial-style content for websites. My credentials are my work for HP, Microsoft, eBay and others.

In the past couple of weeks, several people have asked me for advice about becoming a web copywriter, so here it is.  Continue reading...
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A website is a strange beast — it is your reception area, your office, your shop, your brochure, your catalogue... And all without being able to walk into it, sit down in it, touch it. But just as you wouldn't want your customers to get lost on the way to a sales meeting in your offices, or to leave your shop in frustration because they can't find the goods they're looking for, so it is crucial that the visitors to your website can find their way around your website and get to where they want to go as easily as they can follow a sign, open a door, reach onto a shelf. The science of designing sites that work for visitors is known as usability.  Continue reading...
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The word said has an elegant, indispensable simplicity. It's a mainstay of the journalist's art: "Five out of five editors find the noun form of the word 'overwhelm,' currently in vogue among the nation's life coaches, completely unacceptable," said Dr. Carla Ridge, founder of SSOUON (the Society to Stamp Out the Use of Overwhelm as a Noun). And in that context, exclusive use of "said" is appropriate and welcome.  Continue reading...
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1 2 3 4 5 Displaying 8-14 of 67 Articles