I know exactly how to hit a curveball. Look for the spin on the ball’s seams as it approaches. Don’t commit too soon. Shorten up my swing. It’s easy. In theory. But in practice? Well that’s quite another, far uglier, story. Sure, with practice I might get better (“Hey, I fouled-tipped that one!”). But the nasty fact is that there are people who are born with the athletic ability and extraordinary hand-eye coordination to mash curveballs, and then there are the other 99.4% of us. All fine and good. Most everyone has something in which they’re simply DNA-hardwired to excel…
READ MOREAlways ask yourself how little copy is needed to convey your key message. You might be surprised by how succinct you can be. Extreme case in point: this SI cover. The top one is doctored with my own ersatz headline. The bottom one is the actual, superior version. Zero copy. Thanks to the powerful image, the key message is crystal clear, without the need for a largely redundant headline. There’s no eloquence like simple eloquence, folks. #copy #content #marketing
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