Tuesday, June 21, 2005

It's what you say, and how you say it.

Mary Engel of Strong Copywritingpointed out a great UK Guardian article about the wisdom of clever and playful writing in engaging customers. Too often, fear eliminates the very thing that would make marketing sing--and deliver spectacular results.

Ever wondered why there's so much awful advertising? That's why. Fear. Fear is the enemy of good things, pretty much across the board.