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Archive for May 19th, 2009

A while back, I wrote something called “A Mile Wide, an Inch Deep” that described my approach to research. It’s tricky learning just enough to get the copywriting job done, but not so much that the budget is drained just on research.  Simply put, the client is not paying me to become an expert on his topic and, honestly, I don’t want to learn that badly.

Besides, I discovered long ago that there is a finite amount of space in this writer’s brain. Now at age (coughs, muffles words,) every time some new knowledge is added, it seems that an older bit goes away, just like the memory card in mom’s camera.

So, I need to absorb what I can, write the copy, and git! As they told Matt Damon in Ocean’s 11: You want to capture his attention, and then make him forget about you the moment you walk away.  I think I am remembering that line incorrectly, which proves my point. I have also forgotten my point. Sigh.

To illustrate, here is a website I wrote for regarding home appraisal reform, and new software for mortgage lenders.  I alluded to it last time, but wasn’t sure I have clearance to discuss it. Now, having read an announcement about it on LinkedIn, I am guessing it’s OK.

At any rate, I know next to nothing about mortgage lending, home appraisals or, for that matter, software. With that king-sized caveat in mind, take a look. See if you think I captured the essence.
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