Nick Usborne is one of the sharpest guys around when it comes to online copywriting. Fun to see him again in person today at an all-day workshop here in Washington DC on this topic (produced by uie.com). And gratifying also to see that nearly 60 people are willing to give up a day at the office to focus on “words” on the Web and in email.
As Nick puts it, “Character and voice rise to the surface online.” It’s individual voices that resonate through Web sites and email. Marketing-speak just doesn’t work. Makes sense. When you’re writing to sell online, you’re aiming your words at those “pesky readers” (as Nick calls them). Your readers are also writing online, in emails, discussion lists, news groups, chat rooms. They’re playing your game. Get them to respond to your site or email by writing in a warm, credible, articulate voice.