A picture is worth…

Not so fast, art directors. Take this photo, for example (I found it on George Takei’s Facebook page)

If you’re like me, the photo shows you a wonderful expression of joy by this little boy. And then you scan down and notice his legs – – a catch in your throat, no doubt, as you think about what this little guy has been through – – then you look at the face again – radiant.

Then you see the line – – “Your excuse is invalid.”

It’s not the picture, but the words, that turn a heartbreaker into a motivator.

Copywriters matter – more than ever.

~Christopher Smith

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