Latest posts by techwriter (see all)
- 15 Questions to Ask After You Finish a Technical Document Project - February 12, 2018
- THY’s Perfect Information Design - February 9, 2018
- Waterfall vs. Agile Models in Technical Documentation - February 7, 2018
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.