Writing copy in a clever or witty or clear way isn’t enough

A wise man once said, "copy is something you can study; but something you can't copy." 

That wise man was called Hal Stebbins, one of the most important copywriters of the twentieth century.

The World Health Organization (WHO) recommends at least 400 g of fruit and vegetables per day.

But only 5% of Belgians eat their recommended daily intake of fruits & v…