Writing tip: say the opposite
Here’s a great bit of advice from Jakob Nielsen’s 2001 post about writing company taglines:
…look at how you present the company in the main copy on the home page. Rewrite the text to say exactly the opposite . Would any company ever say that? If not, you’re not saying much with your copy, either.
Great copy doesn’t remind people what they already know and expect about your product, it tells them why they should care.
[Quelle/Source (Link): Signal vs. Noise]