You're not the one being sold to

A simple, but often neglected rule to judge good copy

I once wrote web copy for a Danish startup. They were about to launch a new product but weren't happy with their home page copy.

So their Founder emailed me asking for help, "Miguel, we're a very small team (2 full time including myself, the rest are freelancers). We're not native English speakers and I'm more technical than communicative."

Their product…