Recommended Reading: “Creating a Timeless USer Experience” (even though you’re not a designer)


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Francisco Inchauste has a great post over at Six Revisions, entitled “Creating a Timeless User Experience.” [Read it.]

In the post, Francisco argues for designing a user experience (in this case, website and computer apps) built not around the latest fad or trend, or even kick-ass new technology, but around the wants and needs of the user. This user-experience-based focus, he argues, ought to bring clarity and laser-edged focus to the concept, plan and design of the product.

So, why am I mentioning this here?
Because it’s a brilliant argument YOU can use to explain the direction of your copy to your clients. The number one fault I still see with copy—especially corporate sales and branding copy—starts and ends with The Company And Its Glorious Products. ***vomit***

The customer couldn’t care less about the company and it’s glorious products. They care about their kids, their headaches and getting food on the table. They care about a vacation that’s more fun than effort. They care about…well…what they care about, not what your client cares about.

Your copy, like an optimal web design or software interface, needs to start with their problem and end with the solution to that problem (which, hopefully, is your client’s glorious product). Anything less is wasting your client’s money.

You know THAT, of course. I’m just pointing you to this article in the hopes that it can add some oomph to your arsenal to help persuade your client of this simple (but oft-disregarded) fact.

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