We are continuously exposed to copy. Long or short, information or sales, boring, interesting or necessary. Many of the texts fly by us, others captivate us and some cause us to modify and change our behaviour in one way or another.
Whether you are writing a press release, text for your website or a contribution to the company blog, it is likely that you want to influence the reader. In the long run you want to sell a product, persuade the reader to choose your services or influence him or her into changing their views. Consider this: