photo credit: Brendon Connelly
Lure content: enticing but unwise
We recently had a client who referred to their glossy marketing content as lure content. Large enticing photos, minimal text, clear calls to action. Content designed to get people to bite so they can be reeled in. I have a big problem with the whole concept of lure content.
Content that looks and sounds just right
Stylistic editing ensures content looks and sounds the way it is supposed to. The company’s style, brand, voice, and tone guidelines all come into play, which can be challenging when there are hundreds (if not thousands) of pages of content on multiple channels.
Replace complex phrases
Complex words and phrases make your web copy difficult to understand. When you do a copy editing pass, look for ways to simplify by replacing two and three-word phrases with pared-down versions.