{"id":655,"date":"2010-03-27T16:06:57","date_gmt":"2010-03-27T16:06:57","guid":{"rendered":"http:\/\/wpzoom.com\/zenko\/demo\/?p=28"},"modified":"2012-06-20T07:12:52","modified_gmt":"2012-06-20T07:12:52","slug":"amazon-introduces-supersized-kindle-2","status":"publish","type":"post","link":"https:\/\/demo.wpzoom.com\/originmag\/2010\/03\/27\/amazon-introduces-supersized-kindle-2\/","title":{"rendered":"The Future of the Book"},"content":{"rendered":"<p><iframe loading=\"lazy\" src=\"http:\/\/player.vimeo.com\/video\/15142335\" width=\"846\" height=\"475\" frameborder=\"0\" webkitAllowFullScreen mozallowfullscreen allowFullScreen><\/iframe> <\/p>\n<p><a href=\"http:\/\/vimeo.com\/15142335\">The Future of the Book.<\/a> from <a href=\"http:\/\/vimeo.com\/ideo\">IDEO<\/a> on <a href=\"http:\/\/vimeo.com\">Vimeo<\/a>.<\/p>\n<p>This is some dummy copy. You\u2019re not really supposed to read this dummy copy, it is just a place holder for people who need some type to visualize what the actual copy might look like if it were real content.<\/p>\n<p>If you want to read, I might suggest a good book, perhaps <a title=\"Hemingway\" href=\"http:\/\/en.wikipedia.org\/wiki\/Ernest_Hemingway\">Hemingway<\/a> or <a title=\"Melville\" href=\"http:\/\/en.wikipedia.org\/wiki\/Herman_Melville\">Melville<\/a>. That\u2019s why they call it, the dummy copy. This, of course, is not the real copy for this entry. Rest assured, the words will expand the concept. With clarity. Conviction. And a little wit.<\/p>\n<p>In today\u2019s competitive <a title=\"market environment\" href=\"http:\/\/en.wikipedia.org\/wiki\/Market_environment\">market environment<\/a>, the body copy of your entry must lead the reader through a series of <strong>disarmingly simple thoughts<\/strong>.<\/p>\n<p>All your supporting arguments must be communicated with simplicity and charm. And in such a way that the reader will read on. (After all, that\u2019s a reader\u2019s job: to read, isn\u2019t it?) And by the time your readers have reached this point in the finished copy, you will have convinced them that you not only respect their intelligence, but you also <strong>understand their needs as consumers<\/strong>.<\/p>\n<p>As a result of which, your entry will repay your <a title=\"writing\" href=\"http:\/\/en.wikipedia.org\/wiki\/Writing\">efforts<\/a>. Take your sales; simply put, they will rise. Likewise your credibility. There\u2019s every chance your competitors will wish they\u2019d placed this entry, not you. While your customers will have probably forgotten that your competitors even exist. Which brings us, by a somewhat circuitous route, to another small point, but one which we feel should be raised.<\/p>\n<h3>Long copy or short &#8211; You decide<\/h3>\n<p>As a marketer, you probably don\u2019t even believe in body copy. <strong>Let alone long body copy<\/strong>. (Unless you have a long body yourself.) Well, truth is, who\u2018s to blame you? Fact is, too much long body copy is dotted with such indulgent little phrases like <a title=\"truth\" href=\"http:\/\/en.wikipedia.org\/wiki\/Truth\">truth<\/a> is, fact is, and who\u2019s to blame you. Trust us: we guarantee, with a hand over our heart, that no such indulgent rubbish will appear in your entry. That\u2019s why God gave us big blue pencils. So we can expunge every example of witted waffle.<\/p>\n<blockquote><p>For you, the skies will be blue, the birds will sing, and your copy will be crafted by a dedicated little man whose wife will be sitting at home, knitting, wondering why your entry demands more of her husband\u2018s time than it should.<\/p><\/blockquote>\n<p>But you will know why, won\u2018t you? You will have given her husband a chance to immortalize himself in print, writing some of the most persuasive prose on behalf of a truly enlightened purveyor of <a title=\"widgets\" href=\"http:\/\/en.wikipedia.org\/wiki\/Widgets\">widgets<\/a>. And so, while your dedicated reader, enslaved to each mellifluous paragraph, clutches his newspaper with increasing interest and intention to purchase, you can count all your increased profits and take pots of money to your bank. Sadly, this is not the real copy for this entry. <strong>But it could well be<\/strong>. All you have to do is look at the <a title=\"account executive\" href=\"http:\/\/en.wikipedia.org\/wiki\/Account_executive\">account executive<\/a> sitting across your desk (the fellow with the lugubrious face and the calf-like eyes), and say \u201dYes! Yes! Yes!\u201c And anything you want, body copy, dinners, women, will be yours. Couldn\u2019t be fairer than that, could we?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Future of the Book. from IDEO on Vimeo. This is some dummy copy. You\u2019re not really supposed to read this dummy copy, it is just a place holder for people who need some type to visualize what the actual copy might look like if it were real content. If [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":219,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[103],"tags":[127,152,164],"jetpack_featured_media_url":"https:\/\/demo.wpzoom.com\/originmag\/files\/2010\/09\/Clipboard023.jpg","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/demo.wpzoom.com\/originmag\/wp-json\/wp\/v2\/posts\/655"}],"collection":[{"href":"https:\/\/demo.wpzoom.com\/originmag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/demo.wpzoom.com\/originmag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/demo.wpzoom.com\/originmag\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/demo.wpzoom.com\/originmag\/wp-json\/wp\/v2\/comments?post=655"}],"version-history":[{"count":1,"href":"https:\/\/demo.wpzoom.com\/originmag\/wp-json\/wp\/v2\/posts\/655\/revisions"}],"predecessor-version":[{"id":1175,"href":"https:\/\/demo.wpzoom.com\/originmag\/wp-json\/wp\/v2\/posts\/655\/revisions\/1175"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/demo.wpzoom.com\/originmag\/wp-json\/wp\/v2\/media\/219"}],"wp:attachment":[{"href":"https:\/\/demo.wpzoom.com\/originmag\/wp-json\/wp\/v2\/media?parent=655"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/demo.wpzoom.com\/originmag\/wp-json\/wp\/v2\/categories?post=655"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/demo.wpzoom.com\/originmag\/wp-json\/wp\/v2\/tags?post=655"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}