Words are your weapon--and anyone who thinks otherwise is a copy writing amateur.That's the message copy writing guru and DIRECT columnist Herschell Gordon Lewis brought across the pond yesterday in a keynote address at the International Direct Marketing Fair at Wembley.Great sales people do not necessarily have massive vocabularies, he said, noting true DM wordsmiths learn to "get to the point" as
Words are your weapon--and anyone who thinks otherwise is a copy writing amateur.
That's the message copy writing guru and DIRECT columnist Herschell Gordon Lewis brought across the pond yesterday in a keynote address at the International Direct Marketing Fair at Wembley.
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Great sales people do not necessarily have massive vocabularies, he said, noting true DM wordsmiths learn to "get to the point" as clearly and quickly as possible.
"Take the spats and the monocle off your copy," Lewis said, stressing the importance of examining every word.
"If you were a tailor, you wouldn't finish the jacket of a suit and say 'the pants don't matter,'" he added.
