Is your copy getting in the way?

In Is your copy getting in the way?, 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.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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