The Theory of Active Choice

Good writing, good clear copy is invaluable and in short supply. We ask questions thath people are ill equipped to answer. Just re framing a letter or re framing a web page can radically changed to conversion rates. I think this also fits with this principle that actually, deep down, people don't really know what they want. In the insurence industry, we use so much jargon, whe we ask the wrong questions.