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Death to Bot Talk: Tips on Voice in Writing for the Web

January 27, 2012
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Let’s face it: Most companies write marketing copy for the Web and email that reads like it was written by a robot. And nobody likes bots. (See: spambots, twitbots, fembots, that '80s movie with Emilio Estevez where all the semi-trucks come to life.) I spot this kind of writing all the time in email marketing campaigns—that’s the realm I work in—but it’s just as rampant in every other digital medium. “The objective of our organization is to provide best-in-class e-commerce solutions that facilitate bottom-line growth.” Okay, fine. But don’t you just help people sell more stuff?...

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