In praise of the power of words

To really appreciate the value of the written word, of great copywriting, we challenge
those who believe that a picture is worth a thousand words. The next few pages highlight
the invaluable role copywriting plays in any communication and, more seriously, the
importance of good copy, written by a writer who understands the power and psychology
of the right words.

If a picture is worth a thousand words,
what is this telling you?

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Yes, the clever lipstick marks on the tummy indicate that this is something sad. But is it sad about abortion, the effects of drugs or alcohol on an unborn child, unwanted pregnancy, teenage pregnancy, over population . . .? The possibilities are endless. Only the words, complementing the picture, tell you the truth.

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