On Writing & REwriting

This is today's post from the incredible writer Paul Caputo.  It's about writing and rewriting (and rewriting).  Every writer, reader, and client who has ever thought aloud, "But it's only 15 or 20 words ..." should read it.  As well as Paul Caputo's book The Longest Road that comes out in mid-July.  I've already pre-ordered my Kindle copy.  Thank you, Paul. 

Brand + Direct = A Big Winner

I just finished a one-of-a-kind assignment working with an ad agency known for it branding strengths.  It gave me the opportunity to reinforce my own belief that brand advertising and direct response advertising are not adversaries.  Anymore, they need to be best friends.  Fully integrated.

But there are still doubters. And I don't understand why.  If you aren't being true to your brand's personality when you're writing and designing to generate response (a click, call, visit to a store or website), you're limiting your likelihood of success.  My thought is that you never want to look or sound like a stranger when you're communicating with customers or anyone might know of you.