Ken Schneider Let

By Ken Schneider Let's talk about playing it safe. And why you shouldn't. As I look at what's being mailed these days, I've noticed a palpable disinclination to venture beyond the well-worn paths of past experiences. I'm talking about not wanting to try bold new ideas and concepts. ... Not swinging for the fences, but rather settling for a single—or worse, a base on balls. Example: A copywriting colleague of mine told me about a circulation manager who thought she was playing it safe by deleting all words from the writer's copy that she felt "weren't needed." Transition words like "so," "plus,"

More Blogs