It lends itself to the subject quite well. I have also combined this with Milton Model Language Patterns, which I learned during my NLP study. Well worth looking into.

With regards to what you know, compared to what your clients will buy, I always tell our guys the fashion equivalent. We can create our Haute Couture range and show this off as what we can do. They will always tend to want off the peg… last years fashions in effect. To me, it’s the same thing.

Recently I have been pondering something which is a little unrelated, but I hope worthy of sharing. Is gratuitous self promotion in copy effective on a website? A quick Google of my main keywords reveals that the majority of my competitors go for the “our success is built on absolute commitment to delivering a service that is second to none” type “happy talk” approach. My belief to date has been to cut out the happy talk and to write concise copy. Give users useful information and communication meaningful messages with the limited time you have. Web users don’t like happy talk do they? Lately I have been wondering: maybe this is what some visitors expect, maybe some of them believe it? Where do you draw the line between good sales copy and happy talk?

It’s somewhere in between a TV program and a brochure, and people haven’t yet fully realized how to use this medium.