Demand Nothing But the Best Writing for Your Audience
Most [marketing] writing is pretty unimpressive, even boring. Generalities, advertising speak, clichés, stuff you’ve read and heard a thousand times, and don’t want to see again.
Writing doesn’t have to be flowery or inspiring to be persuasive. If the copy reads easily and is full of information, that’s all you need to change people’s minds.
—excerpted from “Advertising: Industry in Peril” (Olympian Publishing, 2006, $14.95) by John Michelet