To be fair, I didn't read this book, I only scanned it; however, I didn't see anything ground-breaking in it. I love Reddish, but this just seemed like a rehash of the stuff we hear all the time in this profession.
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Great book on writing for the Web! Easy to read and understand with lots of examples. Highly recommended for any one communicating via the Web -and who isn't theses days? ( )

Also read in October for work. Lessons learned: When a person talks of your webpage, what words do you want to come our of their mouths as description? Give five words that describe the voice or style of your website. People don't spend a lot of time on websites. If they don't find what they need or where to go on first hit, they are going to leave. ( )