We employ concise, clear, content-rich copywriting because the
phrase "hypertext" is an apt descriptor for not only the web function
but also the readers' attitude toward copy. In short, we've progressed
back to 1918, and Mr. Strunk's admonition to make "... every word tell."
13.Omit needless words.
Vigorous writing is concise. A sentence should contain no unnecessary
words, a paragraph no unnecessary sentences, for the same reason
that a drawing should have no unnecessary lines and a machine
no unnecessary parts. This requires not that the writer make all
his sentences short, or that he avoid all detail and treat his
subjects only in outline, but that every word tell.
Strunk, William. 1918. The Elements of Style.
It doesn't matter if the copy revolves around financial services,
a cult-classic horror film, or an IPO for a technology firm. The
objective is the same. Move the reader to action. Cause something to happen:
- download software for an on-line banking product,
- purchase a movie script autographed by the film's director, or
- buy stock on the web's first internet IPO.
If our copywriting strategy matches your needs, then you need to do something. Make something happen with an e-mail to:
elders@zilker.net
