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24 June 2008


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RE: It is learned, an act of stylistic piety WHICH imitates a single style, the bureaucratic style I have called The Official Style.

Note that the author commits the very error he advises against.


Wow. Is this ever true! Brief writers tend to adopt the "official style" in order to sound professional. However, all they end up doing is sounding bland and encyclopedic.

Brief writing is about persuasion. Persuasion is about communication. Communication is about interest. After 30 years of writing briefs, I've always preached KEEP IT LIVELY - KEEP IT INTERESTING - KEEP THEM READING.


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