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Advertising legend David Ogilvy once said: “Tell the truth, but make the truth fascinating.”

For most of us, our marketing needs to be serious. We’re not going to sell many blue widgets with humour. But it’s important not to equate seriousness with being boring. Serious can – and should – be interesting. Our presentation should be fascinating. And it is possible.

As it happens, ‘fascinations’ is an old copywriting term referring to summaries or bullet points. When we’ve got our facts together, we need to pull out these highlights (usually benefits) and ensure they’re what drives the narrative. They can also be added, literally as bullet points, to emphasise the message. Keep an eye out to see how great copywriting often uses this old technique.