On good copywriting

One of the worst mistakes copywriters make is to assume their job is about writing. It’s not.

When you write a novel or a poem, readers wants great words. People expect this kind of writing to deliver a certain art and beauty. When you write websites, ads, white papers, or other business materials, readers simply want information. They just want to find out how to solve a problem or meet a need.

This isn’t to say that copywriting can’t be well-crafted. But it should be crafted in such a way that the words disappear and the meaning shows through. I like to think of good copywriting as if it’s a toy store window: clean, polished, and invisible, providing a clear view of the wondrous goodies inside.

Source: Why Good Copywriting Goes Bad: You’re Not Stupid. You’re Just Ignorant.

And some funnies…

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Pic sauces: http://www.happyplace.com/3907/unintentionally-inappropriate-test-responses-from-children

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When kerning goes bad

Recap: Kerning is the space between letters.

Bad kerning is not enough and/or too much space between letters.

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