Fonts style and design matter. When in doubt aim for legibility and simplicity. – Tip #7

“Typography is the craft of endowing human language with a durable visual form.” Robert Bringhurst,…

Grammar matters… but not that much. – Tip #6

“A synonym is a word you use when you can’t spell the other one.”  Baltasar…

Remove, reduce, and don’t recycle. – Tip #5

“I would have written a shorter letter, but I did not have the time.” Blaise…

Effective copy is written to meet a specific, stated objective – Tip #1

Effective copy is written to meet a specific, stated objective. Before you start writing be…