Kranz On Copy: Insights and answers on copywriting and writing copy

We all know how important it is to correctly position or package our products and services. Still, it's good to be reminded of just how important the right spin can be.

Case in point: A new book about the first month of the Ford presidency called (naturally), 31 Days, by Barry Werth.

Now, when we think of exciting modern presidencies, we think of Kennedy and Johnson, or Nixon and Reagan. But Ford?

Here's the little inside nugget though: Key players in the current administration, including Dick Cheney, Donald Rumsfeld and Paul Wolfowitz, cut their teeth in the Ford administration.

That nugget provides the foundation for the book's tagline and it's a great one: "The crisis that gave us the government we have today."

Hats off to the unattributed copywriter who came up with that one! It's going to sell a lot of books.