Give poor “enable” a break

The little word that just can’t even anymore

We want to tell the story of our products and services in a way that explains to our customers what’s in it for them. This is how we often try to do it:

It’s copywriting

On day one of a competent copywriting course, they tell the class, “Lead with the benefit.” This means

  1. Put it at the beginning of the message.
  2. Tell the customer how to get it.



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The grumpy old UX writer

Welcome. I’m an older guy working in tech, so please forgive my grumpiness 😒 I’ve worked as a UX writer for 12 years and will likely be doing it when I retire.