“The Germans are a cruel race. Their operas last for six hours and they have no word for fluffy.” Captain Edmund Blackadder
There’s something human about good writing.
You feel the breath of the writer between the lines.
It’s like you’re in a conversation. A good chat.
There’s information to educate you, logic to persuade you.
You’re charmed by the warmth, and provoked by the passion.
Good writing sounds human. We buy from humans.
On the other side, of course, is the junk.
The brochure that talks about itself, not its customer.
The website written more for the search engines than the visitor.
The newsletter with no news.
The spelling mistakes, the typos, the negligence.
There’s no soul, no finesse, no class.
And no customers.
Here’s something to consider.
Sometimes, all that you are, lies in the words written to represent you.
This is the responsibility and the power of the copy that speaks to your customer.