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I'm all for using images that grab attention; with so much information hitting our inboxes pictures can help us decide whether to 'read on'...

The real shame is when strong imagery is accompanied by limp, dull copy. Paying out for fab-looking graphics is only half the job.

Great copy sweeps the reader along, captivates, stimulates, shocks, stuns, amazes - or whatever emotion is needed to generate interest. It sets the tone, the pace, the mood. It tells the story, and completes the story begun by the imagery.

Copywriting isn't editing, proofing, punctuation and grammar, that comes afterwards, it's a very creative process, (sometimes abusing grammar and punctuation norms for effect, like the header above). The objective is to keep the reader's attention until the story is told, which could be a soft pitch, information-sharing, brand continuity, or a plain and simple hard sell.

If you're going to try it yourself, don't end up
like this poor chap, mentally exhausted
with trying to create effective copy;
killer copy should remain a metaphor,
not become a reality...!