Copywriting

The Purpose of Copywriting is to Achieve Clarity

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Clarity is the thin membrane that separates disaster from success. That 5-degree difference in heading that separates the wayward cruise ship from a near-miss to “abandon ship” — that’s the importance of clarity. That time Pepsi had to buy a contest winner a harrier jet — that’s a lack of clarity. The feeling of confusion when you operate a new machine, and the manual just doesn’t tell you how… Read More »The Purpose of Copywriting is to Achieve Clarity