'I'm gonna have to let you go Jack, that copy was terrible'. |
‘Show
don’t tell’ is the ultimate screenwriting mantra. Audiences believe what they
see characters do. So if you want to portray a boy’s love for a girl, show him
making a sacrifice. Think Leo in Titanic or Hugh in Four Weddings.
Great
copywriting is demonstrative too. Readers are suspicious of claims because they
know you’re commissioning the communications. Evidence is vital. So by all
means, make your claim -- but you better follow it up with proof. Our CSR report for Land Securities shows you how this works in practice.