I’m holidaying in Hong Kong right now and before I go shopping again why not post a little something. So I’ll be quick this time.
Today’s concept is very important because it determines whether the copy you write is boring (like an academic thesis that nobody reads) or riveting (like one of my letters 
People often think they are being too enthsiastic about their product or writing copy. They thought no one is going to believe what they are going to say and so they tone their enthusiasm down.
After all, our “perfect” education system has always convinced us “logically” analyze anything and basically stripped us of any emotion. Our essays and such must sound serious and it must be full of jargons… or you fail.
I’m here to tell you that all that is a myth. Most writings today are just pure boring. They talk like a robot, trying to hold back all of their emotions…. when in fact, most people are not emotional enough even when they try to be emotional.
If you hate something, I say hate it! If you love, then express your love. Don’t be impartial… and hang on the fence. Your writings become tamed and timid. It feels like you are afraid to express your own views… Isn’t that what you are asked to do in all your essays in school? To provide a balanced judgment.
I say don’t. Show your bias and your feelings… your writing will naturally become more interesting and your readers can then see the human behind the words.
That’s all I’ve got today. Cheers.
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