While this is a legitimate question, one could easily retort, "What's the meaning of life?" "Why is the sky blue?" or "Why do good things happen to bad people?" (That last one was an intentional juxtaposition, btw.)
Content, it would seem, varies on the message. Sometimes, one needs to convey a complicated message, hence, more interesting, dynamic copy. Often, however, a short message or idea should be conveyed ... well ... shortly.
I stumbled across a great slideshow on SlideShare today. (Check it out here if you can't see the video below.)
Next, we have the *very* energetic Sage Lewis discussing the same topic - tips for good web writing. Don't let Sage's boisterous attitude or excitement about the topic scare you off - this is a good, succinct resource. He and his partner, Rocky, know their stuff - and it's short, sweet, and right to the point. (Check out the video if the embed isn't working on your computer.)
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