“The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting if you don’t say things imaginatively, originally, freshly.” —Bill Bernbach
WHY IS BETTER WRITING,
Better writing turns logic into magic. It's a business advantage and an economic multiplier.
Lots of people can write — they can regurgitate information and spew industry jargon — few, however, can connect. Especially in the world of business and marketing. That’s because writing isn’t just about putting information in front of eyeballs.
Let’s face it; better writing is more than simply “communicating.”
Better writing is an art, it gives life to a brand and what it does. It's writing that looks its reader in the eye. Better writing connects with people and makes information simple.
Consider these two ways of writing about the Skip Barber Racing School:
The Skip Barber Racing School
will teach you how to drive fast.
From New York City it's a two-hour drive
to the Skip Barber Racing School.
But it's only 20 minutes back.
These two pieces of writing communicate the same thing — yet they communicate very differently. I’d argue that the second headline is far more engaging and makes me like Skip Barber Racing School a whole lot more.