If customers can't understand you, they won't buy from you. Every extra brain-cycle your reader spends decoding your copy is a lost sale. Strip the friction out. Start now.
Spent a hefty chunk of my early career deleting those words from vendor-submitted copy for various things I had to edit.
I had to read . . . Kuhn's (I think) book on paradigm shifts in college and I used to giggle at how a small functionality change (which nobody even wanted) were often "a shift in the OCR paradigm" (or whatever the tech was). Great googally moogally but it was tedious.
Ah, hell, now I'm having flashbacks to show preview issues (the first 4 issues exhibitor copy came in via fax) of typing 300 vendor descriptions of various lengths and having to root out those words.
I've written a few ‘world-class, paradigm-shifting, best-in-breed’ sentences in my day… and I regret every one of them. Cheers to Clarity.
Happy Friday, Bryant....
Spent a hefty chunk of my early career deleting those words from vendor-submitted copy for various things I had to edit.
I had to read . . . Kuhn's (I think) book on paradigm shifts in college and I used to giggle at how a small functionality change (which nobody even wanted) were often "a shift in the OCR paradigm" (or whatever the tech was). Great googally moogally but it was tedious.
Ah, hell, now I'm having flashbacks to show preview issues (the first 4 issues exhibitor copy came in via fax) of typing 300 vendor descriptions of various lengths and having to root out those words.
Have a great weekend, Neela!
Editors like you are unsung heroes.
Hope your weekend is blessedly free of vendor copy!
Thank you, Bryant.
Shit hot. 🔥
Now that might just be one of my favorite comments for the year :) Thanks, Mike!