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Compelling copy draws readers.(Chasers)

The Chasers are fond of copy that carries its message on the wings of well-chosen words. The writing should be in active voice rather than passive; short words and short sentences create a lively rhythm; and frequent use of the personal pronoun "you'' engenders a more conversational tone. In short, the copy must sparkle. Unfortunately, b-to-b copywriters don't get to rhapsodize about the virtues of an expensive sports car or a luxurious resort-products that naturally seem to lend themselves to poetic turns of phrase. Try sounding Shakespearean when your task is to tout new technology designed to improve the performance of multiheaded software products.

But it is possible ...

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