Our client (the makers of a certain brand of calcium citrate supplement) is having issues with the word "easy". "It doesn't sound technical enough," they say. Doctors don't, apparently, want to hear that something is "easy". They want to hear about its "ease of use" for their patients. I loathe this need for certain groups to use jargon in order to feel that their degree is worth something more than the paper it's printed on. As if the 6-7 figure salary isn't enough. I don't know what I'm trying to say. All I know is that "easy" worked about as well as any other word in the English language at performing its function in the headline. The fact that the word appears 3 times on the page may have something to do with it.
Wait! Our copywriter has just sent us some other options, and... they're all crap. Good for her.
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