BE GENUINE
We are bombarded by marketing in a win/lose concept of economy where advertising claims are often deceptive, inflated, and in extreme cases, outright fraud! There are also a surprising number of websites that are baffling with the shear volume of information crammed on a page, which makes the back-button a handy thing, but leaves a foul taste as a result. These kinds of tactics will not build customer loyalty nor a quality brand. Be creative, respectful, authentic, and sincere when writing advertising copy.

INDIVIDUAL WORDS IN AND OUT OF FASHION CAN ADD RICHNESS
It is interesting to observe how certain words can earn such a powerful reputation, that they can represent an entire era, such as; Flapper, Beatnik, Wikipedia, Groovy, Antidisestablishmentarianism, Talkie, Geek, Grub, Gravity, Genome, Anesthetic, Airplane, Electricity, Radio, Television, Submarine, Spacecraft, Nova, Dander, Fodder, Corpuscle, Bamboozle, Gammon, Lucifers, Plunder, Greenbacks, Skedaddle, Hoosegow, Balderdash, and Razzmatazz, to mention a few. Of course there are many compound words and phrases used as slang that also change with our consciousness. When enough time passes, words that were once passé become fresh for reuse, and can add associated cultural history or contrast to the piece.

ENGLISH IS A RICH LANGUAGE TO WORK WITH
English is not an easy language to learn because it evolved into a conglomeration of words from many other languages, where spelling and pronunciation rules are not consistent. It is a broad language that gives us a wonderfully large pallet of words to choose from, as William F Buckley was fond of demonstrating at the expense of seeming obtuse, or alienating some readers, which is not healthy approach to good adverting copy. May we select our words wisely.

REMOVE THE CHAFF
Potent writing, like any art of expression, contains only what is necessary, and crafted so that it can no longer be simplified without loss of meaning. This applies to headlines and body-copy. Clarity is most important when to goal is to inspire action, or impart information of value. Excessive use of flowery adjectives is a thin disguise for corporate bull-ogna, which is pointless in a culture that has little tolerance for reading verbose sales pitches. Essays have been written claiming that the art of writing, is more the skill of re-writing and self-editing.