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“All copywriting is content writing but not all content writing is copywriting.”
Kim Scaravelli, Making Words Work: A Practical Guide To Writing Powerful Content

Steve Krug
“And as a rule, people don’t like to puzzle over how to do things. They enjoy puzzles in their place—when they want to be entertained or diverted or challenged—but not when they’re trying to find out what time their dry cleaner closes”
Steve Krug, Don't Make Me Think, Revisited : A Common Sense Approach to Web & Mobile Usability | Third Edition | By Pearson [] Steve Krug [Jan 01, 2015]…

Steve Krug
“My recommendation: Innovate when you know you have a better idea, but take advantage of conventions when you don’t.”
Steve Krug, Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability

Steve Krug
“In reality, though, most of the time we don’t choose the best option—we choose the first reasonable option, a strategy known as satisficing. 1 As soon as we find a link that seems like it might lead to what we’re looking for, there’s a very good chance that we’ll click it.”
Steve Krug, Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability

Erika Hall
“A mental model is an individual’s pre-existing internal concept of and associations with any given institution, system, or situation. Every one of us has an imperfect, idiosyncratic map of reality in our head. Without it, we would be utterly lost. With it, we rely on assumptions based on previous experiences we consider analogous. The better the analogy, the more useful the map. This is why interfaces that strive for novelty are often unusable.”
Erika Hall, Just Enough Research

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