I came across this great post today about how many businesses blow the prose written for their website by targeting the wrong reader, especially startups.  μ

Web Writing: The Good, Bad and Ugly

If you don’t have time to read the full post (it’s not that long), this excerpt about sums it up:

Take a page from psychologist Abraham Maslow, who spent his life researching and compiling the human hierarchy of needs. Here’s a breakdown of the needs and desires people try to fulfill, as compiled neatly in the New York Times bestseller Made to Stick:

• Transcendence: help others realize their potential
• Self-actualization: realize your own potential, self-fulfillment, peak experiences
• Aesthetic: symmetry, order, beauty, balance
• Learning: know, understand, mentally connect
• Esteem: achieve, be competent, gain approval, independence, status
• Belonging: love, family, friends, affection
• Security: protection, safety, stability
• Physical: hunger, thirst, bodily comfort

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