Web content: more sizzle, less sausage! A photo of a sausage on a forkDo airlines persuade you to fly with them because of the sophisticated engineering of their airplanes? No. They do so by telling you what a great weekend you could have in Madrid and how easy it is to get there. Yet many websites get it the wrong way around. They whine on and on about the technology, processes or people that support a particular service - without ever telling you why you should use it! It reminds me of an old saying in copywriting - "Sell the sizzle not the sausage". Web managers would do well to remember that. Read my article "Web content: highlight benefits not process".

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