5. Don’t follow “we’re different because…” with clichés about “adding value” and “innovative solutions”.
and winds down with
48. Ruthlessly delete everything that’s not important to your reader (even if it’s important to you or the person who briefed you).
I agree with these tips. Although Doris and Bertie target a business audience, these suggestions could have been written by George Orwell or Winston Churchill, who spoke clearly to everyone. These masters expressed candor, rationality, and resolve, and sprinkled in just enough humor to keep us coming back for more.
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