To attack a rival is never good advertising. Don’t point out others’ faults. It is not permitted in the best mediums. It is never good policy. The selfish purpose is apparent. It looks unfair, not sporty. If you abhor knockers, always appear a good fellow.

Show a bright side, the happy and attractive side, not the dark and uninviting side of things. Show beauty, not homeliness; health, not sickness. Don’t show the wrinkles you propose to remove, but the face as it will appear. Your customers know all about wrinkles.

In advertising a dentifrice, show pretty teeth, not bad teeth. Talk of coming good conditions, not conditions which exist. In advertising clothes, picture well-dressed people, not the shabby. Picture successful men, not failures, when you advertise a business course. Picture what others wish to be, not what they may be now.

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As the holidays are fast approaching, I took some time this week to reflect on all the things for which I’m grateful this year. And there are many.

From marrying my Soul Mate and dealing with breast cancer, to taking my businesses to a new level and reconnecting with people I’ve missed terribly, 2006 was an amazing and event-filled year.

I’ve grown a lot this year. And I’ve been blessed to have you, dear reader, to remind me of what’s truly important any time of the year. But above all, I’ve learned a lot this year, too.

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Words are powerful. They are the crux of our existence as copywriters. And your choice of words is crucial in getting the results you seek, whether you’re a copywriter or not, and be it in business or in your personal life.

To compel others to do what you want them to do, words do the job. So it goes without saying that you need to choose your words. And you need to choose them carefully. Because words are more powerful than you think.

How powerful?

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