http://www.scribd.com/people/view/12457-dewey-hammond This a feed for documents on Scribd written by dewey.hammond 30 Tue, 15 May 2007 22:33:35 GMT Tue, 15 May 2007 22:33:35 GMT http://www.scribd.com/doc/56853/Google-case-study-writing-better-web-copy Page 1 of 5 Writing better web copy Google (2007) Case study by Dewey Hammond www.deweyhammond.com Why rewrite this particular webpage?1 Google searches for “Google Apps,” “Google Apps Premier,” and “Google Apps Premier Edition” all return this page as the top result, which makes it the primary point of entry for nearly all customers interested in Google Apps. Why Google Apps? Google Apps Premier Edition is anticipated to be the next major source of non-search revenue for Google.2 Current Google Apps web copy: Why it does not work It relies largely on features and functionality, wh Tue, 15 May 2007 22:33:35 GMT http://www.scribd.com/doc/56853/Google-case-study-writing-better-web-copy http://www.scribd.com/doc/56852/Wikipedia-case-study-developing-a-tagline Page 1 of 2 Developing a tagline Wikipedia (2007) Case study by Dewey Hammond www.deweyhammond.com To read this case study online: www.deweyhammond.com/2007/03/case-study-wikipedia.html Taglines need to be unique, relevant, memorable, and elicit an emotional response, which is why writing a great tagline is so difficult: The checklist is usually longer than the tagline itself. Why Wikipedia's current tagline falls flat The Free Encyclopedia may be relevant, but it is neither unique nor memorable, and it doesn't resonate emotionally with consumers. Instead it is an uninspiring description that Tue, 15 May 2007 22:30:52 GMT http://www.scribd.com/doc/56852/Wikipedia-case-study-developing-a-tagline