Every. Single. Word.
I agonize over every word. Every sentence. Every sentiment.
Is that what I meant? Is that the best way to say it? Will people understand what I mean and be interested in what I'm selling?
It's so ironic and surprising, but after spending more than 12 years critiquing copy and taglines and text, I find this part of building a start-up so challenging. All the more because I always thought that this would come naturally and easily to me. But it doesn't.
Because I know how important each word is and how it can mean the difference between consideration and clicking that sign-up link versus being lost to the graveyard of a "sorta interesting site I came across that one time".
So I deliberate over each sentence much longer than I likely ought to. I rephrase one request over and over again, hoping I strike the right balance between conversational and credible.
And in the end hope that I get it right.