Is your copy getting in the way?
In, Kristin Zhivago reminds us to "Retire those old useless phrases. No one's reading them. They are a complete waste of your writing time and the buyer's reading/buying time." Phrases like "scalable" and "user-friendly" mean nothing to the buyer. Instead use phrases like "able to handle 1,000,000 elements" and "performs operations in obvious ways"--you know, phrases real people use in describing their problem. As I posted previously, I don't want my insurance claim paid; I want my car fixed.
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