If you read books on marketing, agency copy, or even most ad copy, you've probably noticed that many writers prefer a broad style over one loaded with specifics. It's especially problematic in the marketing world where our tendency is to say things like "our comprehensive, solutions-based, localized strategy is designed to..." While there may be a reality stuck in the sentence, it's difficult to tease out, especially if you're not already familiar with the project.

The most effective copy is direct, clear, and descriptive. There's a fearlessness and an honesty in saying what you've done and for whom, that often gets edited down by committee, gutted by legal, or was never there to begin with.

Like most things it comes down the last five percent. After you'd had the idea, outlined the copy, written it down, and had it edited, is when it's time to step back and ask yourself if it's compelling, clear, and true. If you can rewrite it then, when 95% of us would simply publish it, you're well ahead of the crowd.