Dichotomy Consulting :: Social Media | Advertising | Branding

“Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the reason that a drawing should have no unnecessary lines and a machine no unnecessary parts.”  – William Strunk, Jr. and E.B. White, The Elements of Style.

Back when I taught aspiring young copywriters, this was one of my ongoing refrains. Such it continues to be that when I see something like this–on a PIN pad at the Ikea in Tampa–it jumps out at me. It’s as if the pad assumes I not only have a secret PIN, but also one that I give out to strangers.