How to write copy that people will read...

An expensive brochure, a full page print advertisement, a gorgeous website, instruction manual or sales letter.... Whatever it is, if you don't get the message across it's a waste of time and money. So how do you write copy that people will read? Have a look at this article. And designers, don't be too critical of the layout. It's the content that counts in this one :)
http://www.viacorp.com/how-to-write-things-people-will-read.pdf