Observed

My heart stopped briefly this morning.  It resumed beating when I realized I had NOT written the Web copy pilloried by Seth at 6:28  a.m., Eastern.

My sympathies go to Marshall, Dennehey, Warner, Coleman & Goggin, an otherwise fine law firm in need of better editing.  (A testament to the power of Google that I found the firm merely by pasting in the offending copy.)

So what?  Well, for starters, Seth’s right.  If I can’t or won’t think of something worthwhile to write, it’s better to say nothing.  Worthwhile, by the way, might be anything that speaks to your market’s needs.

Next, I’m reminded of the word flatulence that the Web encourages.  I believe the author and client at Marshall Dennehey would have been more disciplined if they had been writing, say, a brochure.  The digital invites an expansiveness that print punishes.

Finally, Marshall Dennehey might benefit from a sting or two from THE KILLER BEs.  It’ll do them good.

It might even get their hearts started.