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10 Tips on Writing the Living Web (16 Aug 2002)
If your site belongs to a product, a project, or an enterprise, you must still find a way to represent its passion and excitement. If you do not understand why your product is compelling or comprehend the beauty of your enterprise, find the reason or find a new writer.

Write honestly. Donít hide, and donít stop short. When writing about things that matter, you may be tempted to flee to safe, familiar havens: the familiar, the sentimental, the fashionable. Try to find the strength to be honest, to avoid starting the journey with passion and ending it with someone elseís tired formula. The work may be hard, it may be embarrassing, but it will be true Ė and it will be you, not a tired formula or an empty design. And if you can be satisfied with that tired formula, you arenít writing for a reason.
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