Scott Flood

Writing to Impress Rarely Makes a Good Impression

I remember the sales rep quite well. Eager to make a good impression with a potential advertiser, he talked about his interest in architecture. He gestured at the structure across LaSalle Street an...... Read More

How Long is Long Enough?

When it comes to the optimal length of copy for websites, emails, ads, letters, and brochures, it seems that every businessperson is an expert. The problem is that what most people view as expertis...... Read More