▁writing ▁on ▁his ▁paper ▁som etime ▁in ▁the ▁ 1 9 5 0 s . ▁Smith ▁has ▁reprodu ced ▁that ▁document : ▁ ▁To ▁the ▁staff : ▁ ▁By ▁and ▁large ▁your ▁writing ▁is ▁clean ▁and ▁sharp . ▁But ▁not ▁always . ▁And ▁there ▁are ▁still ▁lag g ards ▁among ▁you . So — ▁Short ▁words . ▁Ang lo - S ax on ▁words . ▁The ▁King ▁James ▁version ▁has ▁some ▁fine ▁ones . ▁So ▁does ▁A . ▁Lincoln . ▁Let ’ s ▁make ▁it ▁little ▁Latin ▁and ▁less ▁Greek . ▁Short ▁sentences . ▁Old ▁J . P . ▁Hard ing , ▁the ▁restaurant ▁man , ▁told ▁his ▁meat ▁cut ters : ▁“ S lice ▁it ▁thin ▁and ▁it ’ ll ▁never ▁be ▁t ough .” ▁Keep ▁sentences ▁short ▁and ▁you ▁won ’ t ▁puzz le ▁the ▁customers . ▁Nor ▁the ▁city ▁des k . ▁Short ▁leads . ▁What ’ s ▁the ▁copy writer ▁going ▁to ▁say ▁in ▁the ▁head line ? ▁Your ▁lead ▁should ▁be ▁the ▁same ▁thought ▁with ▁a ▁bit ▁of ▁flesh ▁over ▁the ▁ske leton . ▁E ase ▁the ▁customer ▁into ▁the ▁story . ▁Short ▁paragraph s . ▁E asy ▁on ▁the ▁eye . ▁Short ▁story . ▁E asy ▁on ▁the ▁markup ▁man ▁AND ▁the ▁customer . ▁Any body ▁can ▁get ▁all ▁the ▁facts ▁in , ▁given ▁space ▁enough . ▁But ▁it ▁takes ▁the ▁sk illed ▁craft s man , ▁the ▁artist , ▁to ▁tell ▁the ▁same ▁story , ▁short ▁and ▁smart . ▁Before ▁you ▁start ▁writing ▁your ▁story ,