writing for a couple of years. I like the way she writes. I like the
way she thinks.
She says she's considering ditching the word writing because it plays
such a small part in the whole process.
She doesn't say what she proposes to replace writing with. Thinking?
Doesn't look particularly solid on a business card. Maybe that's why
there are so many consultants running around.
I've pulled three paragraphs below.
I'm considering ditching this word, because so much of what's
required to produce effective text - on a web site or
elsewhere - has nothing to do with crafting phrases,
sentences or paragraphs. Instead, it's thinking.
...
Only after rigorous thinking like the above does a so-called
copywriter go to work on the right words. Thinking dictates
how you create navigation options, provide information,
address concerns and orchestrate the ordering process.
....
Without rigorous thinking, writing is little more than
shouting at the wind.
....
So, I went looking for her blog and it's in password-protected space.
Apparently she's good enough to charge for her thinking.
Yes.
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