I once saw a sign on Highway 29 in Wisconsin that advertised “Sign Painting”. It was horribly painted and pretty ugly. I’m guessing it didn’t get them much business.

#8. Style can say as much as substance.

Sometimes how a commercial sounds (or a sign looks) is as important as what it says.

Your writing can influence how it sounds. Too long and it has to be read fast which creates excitement. Too short, a slower read gives a solid, confident, reassuring feel. Short words evoke impatience and passion. Longer words show expertise, knowledge, confidence. A casual style builds an informal bond with the listener, a formal style indicates doing things the right way and competence.

How it sounds can be as important as what is said.

Questions or comments? John@jjwriter.com.

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