The Nike swoosh is nothing without “Just Do It”

Let’s face it, you’re not reading this because of the typeface. You’re reading this because the words might convey a useful thought. How to get free stuff. How to make money. Find a partner. Dump a partner. Whatever.

Many marketing managers start by looking for design, marketing, or branding agencies. Sooner or later, they discover that the talent that turns the trick is a writer.

Think of it this way: the Nike swoosh is nothing without “Just Do It.”

The words of a song, the tagline to an ad, the punchline of a joke, the headline in a newspaper… a writer reaches into the reader’s soul.

Toby Chapman-Dawe <[email protected]>