Writing copy in a world dominated by image has become a skill mastered by few.
Many believe the shorter, sharper sentence will jolt the time-poor, attention-low consumer into action. Others point to the newspaper and the power of long copy to persuade and sell. Perhaps, in the end, only better is better.
Writing, whatever the style, should be worth reading. Every word fired out must hit like a bullet to penetrate even the most hardened consumer’s defences.
