Technical copy, Banana Republic style
How do you make a technical product sound alluring? How do you make the thing come alive? How do you get techs to think, “Oooh, I want that”? Try a trick that I swiped from the old Banana Republic catalog….
Icons and idols: Writing wizards
This comes under the heading Seldom Asked Questions. SAQ. “Which writers have influenced you the most?” Tom O’Neill of Exodus Capital Advisors was the first client who had ever asked me that. He explained that it was a good way…
