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If you have the kind of copywriting that fuels the fire over at FeedBurner then you are lucky. I don’t know who is behind the words they produce but they manage to mix it up the right way. Lots of personality, conversational tone and a bit of cheekiness without a hint of arrogance.
I highlight the role that great copy plays because on Saturday November 3, I was alerted to problem with FeedBurner stats as reported by Dr.Tony Hung over at Deep Jive Interests. A sharp drop in the FeedBurner subscriber feed counts was witnessed by users of the service – many numbers were cut in half from the previous day totals. We all know how bloggers and podcasters live and die by these numbers. It is our digital status symbol and we are sensitive to anyone messing with it. As Technorati seems hell bent on messing around with authority rankings every few days (which no one can explain and/or make real sense of), FeedBurner has been a beacon for trusted results (whatever that means). Needless to say the situation on Saturday was cause for alarm.
However, by Sunday Nov 4th the situation was corrected and described on the FeedBurner blog. Notice how this simple and well written explanation of the problem is effective in diffusing the potential anger of the blogosphere. Screwing up the numbers is no small issue, yet they manage to stay on brand in their voice and provide copy that makes you realize that a real human sat down and wrote it. Here is the post on the FeedBurner blog:
Whether through the daily dose of witty statements that complete the sentence “My Feeds are ……” that subscribers see upon login or, by way of the tone, manner and personality of this blog post (which can also be called a customer service statement), there are lessons to be learned about how copy defines the brand and helps carry it through both good times and bad.