Just Slightly Contrarian: This Ain't Literature You're Writing
Persuasive copy feels natural and often breaks the rules.
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… and excuse me for a moment if I quote myself — but look at the first paragraph of this article. It’s just one sentence. With commas. And it flows right into the second paragraph. I didn’t really plan it that way. That’s just the way it came out when I dictated it. And as you know, I always dictate the first draft of a letter, in order to get a feeling of movement. Those of you who grew up using a keyboard before you were out of diapers can do the same thing if you are a fast typist. But never look at your copy as it magically appears in your Word document. Keep your eyes fixed on your flying fingers.
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Jerry Huntsinger
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