Claude Hopkins was one of the great advertising copywriters of all time. He wrote an entire book, Scientific Advertising, about how to write great copy. He thought the process of writing great copy started with doing research.
A lot of his advice is as relevant for business book writers today as it always has been for advertising copywriters. Here’s some advice about style in business copy.
“Fine writing is a distinct disadvantage. So is unique literary style. They take attention away from the subject.”
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