How to Pitch Anything...or How to write for a web site.

[grnidone]

I like this article because it takes something that is kind of a pain in the butt and puts it into 3 easy steps.  This is a great thing to show clients who want to pontificate on their web sites about their products. 

Essentially, this is how to write copy for a web site.

http://www.forbes.com/sites/carminegallo/2012/07/17/how-to-pitch-anything-in-15-seconds/

[4Eyes]

Overall it is a useful breakdown - with one embarrassing error right at the start (IMO, of course, but bear with me here).

The 'great example' he uses is:

4G is a mobile broadband technology that will change the way your department communicates, collaborates, and operates.

No No No!!!!!

4G is a mobile broadband technology that will IMPROVE the way your department communicates, collaborates, and operates.

'change' is irrelevant - 'improve' is a benefit.

It may sound like I am being Mr Picky here, but if this were a headline on a website sales letter, he would be losing some conversions with 'change' instead of 'improve'.

[ergophobe]

It may sound like I am being Mr Picky here

No, it doesn't. I think you're spot on. One of the most important aspects, especially for a headline or short copy, is to think of the *potential* impact of every word (potential because different people will be impacted in different ways). Sometimes a small change can change the entire tone, and sometimes that's an improvement and sometimes it isn't ;-)