Five B2B Copy Myths by Jonathan Kranz, March 29, 2005
The next time you write, forget about trying to appear “businesslike” and really get down to business. Be direct, forceful and concrete. Write as if you were talking one-to-one with a good friend you respect. When you blow the dust off your prose, you’ll find the clarity you need—and the conviction that wins your prospect’s attention.
See also the summary at B2Blog
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