Plain Thoughts Blog

Last summer, I was reflecting on non-profit marketing copy and wrote the following:
Writing non-profit copy is hardly straight-forward. It must carefully walk the line between polish and formality while setting itself apart from the doldrums of repetitive, tiresome catchphrases like “invaluable contribution” and “excellence in leadership” that seem endlessly interchangeable from organization to organization. It [...]

In the comment thread from my last post, Justin mentioned 37 Signals as a model for great web copy. I couldn’t agree more. For those of us looking to write smart, sharp marketing copy for the online software market, I think 37 Signals sets a high standard.
Consider this quote from their homepage:
Execution is everything.
We believe [...]

Writing website and marketing copy for an online audience can be tricky. I am always on the lookout for website copy and design that “works.” The problem is, when I read something I like, I often struggle to articulate exactly what qualities and formula cause me to like it in the first place. This [...]