PublishTest and refine your voice.

Redesign Time?

Companies are taking a hard look at their Internet initiatives. Many have decided it’s redesign time. I applaud the initiative, but I’m skeptical about execution. If we applied the same logic to traditional architecture that most people use for redesigning websites, we’d hire a handyman. A coat of paint, new plumbing fixtures, minor wiring — […]

An Editor Will Save You

It’s impossible overestimate how important an editor can be to your work and to you. I’m a former newspaper journalist, and editors helped me greatly. I learned how to tighten my prose, for one thing, but more important, I learned to question everything, and to look at what I was saying from different points of […]

Tracking Your Book

Make your books can be tracked, even self-published ones, so that they get noticed by the bestseller lists. It may be awhile before the big bestseller lists pay attention to self-published books, but it’s likely to happen as the industry continues to evolve. At the moment, many entrepreneurs who are writing or want to write […]

Are You Designing for Usability or Sales?—Part 2

Did last week’s column on designing for sales leave you with enough empathy to recognize that your own website has several types of visitors, each with her own set of motivations, perspectives, and understanding of what you offer? Now, let’s discuss how this is accomplished with scenario design. Forrester reports: What’s the trick to improving […]

Do You Want to Inform or Persuade?

The process we use to plan persuasive elements of a Web site is called persuasive architecture. It is the organization of the buying and selling processes married to the information flow. The focus is persuading visitors to take action. It’s similar to information architecture, which involves the design of organization and navigation systems to help […]