by Paul Wolfe
Technology confuses as often as it clarifies.

Take blogs.

A bizarre word that only the Internet could have given birth to, blog is a shortening of the word Web log. Meaning it is a log, or diary, or personal commentary that happens to take place in a digital medium.

But no matter where a piece of copywriting appears, the rules and demands of persuasive and vibrant writing are the same. So while their odd name and the digital medium make blogs appear something exotic and special, demanding some sort of newfangled writing rules, they’re not and they don’t. They’re just copywriting. And they obey all the rules of copywriting.

All copywriting must use living language rather than dead language. That means — OK I’ll make it real complicated — fresh, colorful, precise and unexpected words: GOOD. Dead, clich