The following is from Hal Stebbins, one of my favorite copywriters from the past. Though he’s unknown to this generation, his ideas are timeless.
“If I have a ‘B-Complex for Copy Writers it is this: Be human. Be simple. Be sincere. Be specific. Be informative. Be authoritative. Be enthusiastic. Be sure you’re understood. And, above all, be believable.”
Look for more of Hal’s wisdom being posted here in the future.
