Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

What We Take for Granted We Shouldn't—Great Writing

You are probably not a Hollywood insider, but your awareness of good writing has probably been honed by that industry. Oscar-winning movies like The Godfather and Patton or, more recently, The King's Speech and Social Network would not be worldwide smash hits without stellar screenplays. TV sitcoms and dramas are no different. From All in the Family to Frasier and Friends and Two and a Half Men, the actors are just one-dimensional nobodies without a great script.

Just as in these popular shows, copy is the single most important element in any marketing effort. It is the voice of your product or service and delivers your message. Its impact cannot be underestimated. But just how much is copy ...