A cardinal sin of content marketing: Writing what you want the audience to have read
No matter who your audience1 may be – admins, developers, decision makers, or anyone else – they’re not obligated to read your content. It’s all about “what’s in it for me?” If you need to communicate something to an audience, you have to write what they want to read...
Shakespeare, yea or nay?
Is Shakespeare mandatory for a well-rounded secondary education? After more than 400 years, it’s reasonable to ask whether the canon is due for an overhaul, or to be chucked out of the window entirely....
Three sentences in a trench coat pretending to be a coherent thought
At least once a week when I’m reading, or editing, copy related to work I’ll skim over something and realize that what I just read makes no sense. Sure, the words are used properly. The paragraph is composed of sentences that seem grammatically correct. But if you stop to...
What every admin should know about email
Email is a fantastic tool, when used correctly. It almost never is. Rikki Endsley asked me if I’d like to write something for USENIX ;login; logout, and it happened to be right after processing a slew of terrible email: people sending two-line replies at the end of several hundred...
Changed history forever
People often try to fluff up the importance of an event or person by saying it “changed history,” “changed the course of history,” or “changed history forever.” (Or something along those lines, you get the idea.) There’s just one problem with that type of phrase: it’s completely, 100% wrong....
9 phrases we should stop seeing in tech journalism
“This reporter” – Just use the first person. It might have worked for Edward R. Murrow, but with tech journalism – particularly blogs – it sounds like a ridiculous affectation. If you wouldn’t say it out loud when retelling a story, don’t write it. (And if you would say this...