12Create pictures withwords“People start reading when they’re interested andstop reading when they’re not.” That was afavorite expression of Jim Mullen, one of mymentors. Words are still incredibly powerful.Whether on Twitter or in a poetic tv commercial.Whether from the heart in an It Gets Better video.Or a commencement talk given by Steve Jobs.If you want someone to read and admire yourwork, whether a poster, a script, a landing page,a blog post or a brand manifesto, learn to tellstories and paint pictures with your writing. Andhave at least one or two great examples in yourbook. A decades old ad for Britain’s Health Education Council still works today. With our without the picture.