Copy & Voice
Should I write in first person or third person?
Whichever is true. Solo operators saying we sound like they're hiding, and agencies saying I sound disorganized. Either way, the page should mostly be about you, meaning the reader. Count your yous against your wes. If we is winning, the page is talking about itself.
Next moves
- Replace every abstraction with the concrete thing it stands for.
- Cut the first paragraph. It is almost always a throat-clear.
- Write like one person talking to one person, then read it aloud to catch the lies.
Send the page. I'll mark the three sentences doing the real work and the twenty that are in their way.