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Different starting points
Start with a need
Once the purpose is clear the writing can hit
the heart of the matter, even if the tone is indirect,
ephemeral.
Start with the context
Listen to the brief and suddenly it is possible
to pick words to suit the purpose, audience, context
and design style.
Start with an image
Work the words around a picture to convey context.
Sew them into the design for powerful marketing.
"Proper
words in proper places make the true definition
of style."
Jonathan Swift
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