Truth is a funny thing, isn’t it?
It’s only natural for a copywriter to think that hard facts are the way to sell products and services. Sometimes, honesty is the best policy – after all, nobody likes to be deceived.
Or do they?
Think of the millions of books sold every year, the hours that people spend watching TV drama, or the impossibility of getting a good seat in the cinema on a Friday night. People love stories. People love to be deceived in the right way.
And that’s fortunate, because copywriters are by trade deceptive.