Shugart on Writing

Effective copywriting and editing is much more than catchy words and fashionable terminology. If you want a message that has impact and is quickly understood, your choice of words are critical. They must be laser precise.

Sometimes it's tempting to use buzz words and popular phrases to give one's prose a contemporary flavor. But such an approach can betray a lack of understanding of the subject one is attempting to convey. Trendy expressions are easily overdone and can dilute your message.

Though it might seem counter-intuitive to a seasoned adman from the old school, sincerity sells. The skilled copywriter easily recognizes the difference between meaningless hype and genuine style.