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Don’t use gutter talk, or be obscene.

I have long considered the use of offensive language as a cardinal sin in writing sales pieces. When you feel you have to use off-color language for effect, use the mildest form you can, for example, “that’s a load of bunk, or bull, or baloney,” instead of, well, you know. Even better, use a creative euphemism for what you’re trying to say.

Carpe Diem!

Emerson Brantley

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