I Believe in Writing…

I believe in writing, the word, the page, the well crafted sentence, the well formed phrase. I believe that strong design makes anything look good but it’s the writing that gets the job done.

I believe bad writing sucks your soul out through your eyeballs, but good writing is the million volts of liquid lightning that you need to inject pulsating life into the corpse of your marketing project.

I believe that too many websites read as if they were written by zombies, and too few give you a reason to live. I believe in language that roars, hammers, explodes and pierces. I also believe in words that whisper, shimmer, dance, and tingle. I believe in bold clarity, subtle nuance, transitive verbs, the active voice, the power of Anglo-Saxon words, and the fact that the best writing is wicked hard but looks easy. Writing is not for sissies.

I believe in writing to sell and not merely to describe. I believe that features have benefits, and that your customers need what you have, and that it’s my job to tell them so.

I believe in delivering more than my clients want, and making it better than they thought it could be, in less time than they thought it would take.

I believe in writing.