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