Interesting: and obvious – Traditional writing skills don’t work on Web

New Thinking: Most web content is overwritten; too much content, too much context, not nearly enough focus on the action. Unfortunately, we're taught to write this way.

How often are you presented with content on the Web that begins something like this: "Exciting, compelling, and effective user experiences result in high levels of customer loyalty, satisfaction, and referral." On the surface, this seems like an okay sentence. It's how we're taught to write: set the scene, establish the context.

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