January 14, 2012
Whatever the literal content of the words, every letter, memo, and report serves either to build or to undermine the image the reader has of the writer. The people who got the form letter printed in Figure 1.4 understood the basic point. But the letter failed because it was stuffy and selfish. Four different customers [...]
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April 15, 2010
Lines that are so well-written and sparkling that they guarantee the reader will look at the rest of the ad. You want to “hook” readers and drag them in, make them read what you want the to read. Journalists use the same idea when they write a lead, an article’s first paragraph. Leads must be [...]
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