Latest posts by techwriter (see all)
- BOOK REVIEW: “Design for How People Learn” by Julie Dirksen - July 10, 2017
- 12 Top Characteristics of a Good Technical Writer - July 3, 2017
- What Are the Qualities of a Good Technical Writer? - June 28, 2017
Good copy should answer questions, not create them.
From an air filter commercial:
“Nine times better than the leading brand…”
If a product is NINE times better than the “leading brand,” how come it trails behind? How come it’s not the leading brand?
Either the consumers don’t know what they’re doing, or the copywriter…
Troubling questions that did not exist before the commercial.