9. killer
copy
Chris started
as a copywriter, and it's still Redpump's core skill: using words
to communicate ideas and information in context.
The tools are simple words, active verbs, and concrete
nouns... building short sentences into meaningful single-purpose paragraphs,
then combining those paragraphs into logically structured pages and beyond
that answer your marketing goals. After all, copy's no use if nobody can
be bothered to read it.
On
the web you need some extra bits. The ability to say
twice as much in half the wordcount, knowing how much text can go above the fold,
the elements of style that guide people around the page. It's not quite
graphic design or page layout; final artwork isn't Redpump's thing. But it does
need a strong understanding of how people read, what to say, how to say it. And
when to stop saying it.
That's all the skills dealt with; thanks for reading them. You can
now
head back to skills or
head for home.