Writing good copy

I just came across a nice piece by Scott Stevenson on Writing modern copy for product pages. This is a topic that is detailed very well in an entire chapter of Jeff Johnson's book GUI Bloopers, and is actually the sample chapter of which they're letting you read an excerpt on the book web site, and I've briefly touched on this topic in a short posting about spelling, and also in my posting of Website rules that I just cleaned up and opened comments on.

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