One more note about marketing copy. It’s not for you. Prospects don’t need your technical jargon. They’re not impressed by your mastery of industry lingo. They only want to know what you do, how it helps them, and why they should choose you over the other guy. That’s all. So keep it short. Edit yourself ruthlessly. Let people read it who know nothing about what you do, and see if it makes sense to them. As in all things, write to be remembered. But remember that you’re not the audience. In the immortal words of the O’Jays, give the people what they want.
