A copywriting thought for today
by John Holman
There are lots of absolutes in life and talking to the hand is one of them. When a communication isn’t relevant or interesting, up goes the hand, off goes the comms-switch and flick — your important message heads to the rubbish-bin.
Too technical, too convoluted, too unbelievable, too much self interest about you and your products or services — these are all absolutes for the hand treatment.
Fortunately, business to business communication rarely gets that bad — but it often gets flicked.