I really like reading. My problem is I buy books faster than I can read them. The drawers on my bedside cabinet are buckling under the weight of unread hardbacks, paperbacks, novels and non-fiction. I’ll be honest it’s starting to get me down a bit. Too much to read, too little time. Your customers have the same problem…

They’re bombarded with things to read every day. So if you’re planning on adding to their pile, you’ve got to make sure it’s easy to read. And there is one very simple way of doing just that.

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If you speak to anyone who works in Advertising or Direct Marketing and ask them to name their favourite Copywriters, more often than not you’ll hear such names as Ogilvy, Bernbach, Abbott, Marcantonio and Bird.

The techniques and works of these legends of the Copywriting craft are well documented. I myself look upon their work and turn green with envy at how they have created adverts and copy that are genuine works of art. Adverts that have, in some cases, outlived the products they were intended to sell.

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