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The Truth About Better Business Communication (Collection) by Leigh Thompson, James O’Rourke, Claire Meirowitz, Natalie Canavor

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Truth 34. Writing is the missing factor in your competitors’ Web sites

Most organizations create Web sites with an underlying flaw that can be fatal, virtually speaking. The site is painstakingly structured and designed, and when everything is in place, someone says, “Okay, now go get the copy.”

Then the PR staff digs out the company’s old promotional brochure so it can be crammed into the spaces left by the designer. This presents two problems: First, even good copy written for print is unsuitable for online use. Web site copy generally should be half the length of print copy and devoid of empty phrases and promotional hype. Because reading on screen differs from reading on paper, to work well, Web site copy needs to be carefully crafted for ...

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