The magic lies in the most basic and important building blocks in the advertising arsenal: words, images, and ideas. Take a look at these two opening paragraphs for a lead-generation letter. Which one do you think got the best results? Opening...

This is Part 2 of a Multi-Part Blog Series Derived from Our New Guide, How To Market Complex Products & Services. In this part we present three technical writing tips. People are still people, even when they’re on the job...