Nobody Reads 'Intentionally' These Days

Here's an anecdote to bring across my thought : My son requested that I put on a comedy recording while riding in the car. I explained to him that he's listen to too much comedy, I want him to listen to an inspirational speaker. He said he would, but just for a little bit. Deal. ... ... He didn't want me to shut it.

It all depends what you say and how you say it. And so too with copy, I have to get them to like what they are reading. I make sure to inform them how much better life would be with the new product.

They don't feel like their reading is tedious. I make reading interesting by providing the pertinent information they are looking for. It's like showcasing, but with words.