Your product is great, but I don’t understand it

> Know your audience, Use jargon only where necessary, Use simple sentences, Be consistent.

Forgive me for being cynical, but hasn't every copywriting/business writing book recommended the same thing?

Great rant and 100% agree.

I started my company 5 years ago, helping Morten Lund (early Skype investor) redesigning and productifying many of the companies from his portfolio.

Many of them where tech heavy to say the least and needed to be made into understandable very easy to understand pitches.

The problem wasn't really the tech people but often the marketing people. For some reason they all thought that all these little details where important and absolutely needed to be in the copy. In some ways they always reminded me of lawyers trying to write every possible disclaimer into a piece of text.

The way I ended up solving it was to make sure to write copy into the design.

That way it became harder for them to add all sorts of additional content without breaking the pages.

Basic points that have been rehashed a million times. Skip.

Great rant on marketing copy.