101 words of advice – what Star Wars teaches copywriters

Discussing the shortcomings of the Star Wars films over breakfast (we’re a cultured family) my husband claimed that Harrison Ford once waved his script at George Lucas snarling: “you know George, you can type this stuff, but you sure as hell can’t say it.”

And that, ladies and gentlemen, is as good a definition of bad writing as I’ve heard.  It’s stuff you can’t say when you read it out.  Dense and knotty, sprouting jargon in every dangling clause, bad writing defeats good actors and casual readers alike.

Write it.  Cut it.  Cut it again.  Read it aloud.  You’ll be amazed.

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