There are two schools of thought when it comes to writing copy for  sales presentations, websites, advertising, direct mail and indeed any other sales and marketing copy.

A SOBO is a Statement Of the Bloody Obvious and some copywriters and marketing guru’s will tell you that if it’s a SOBO – you shouldn’t be mentioning it. I do NOT subscribe to their theory and prefer the BOSSI approach.

BOSSI stands for Bloody Obvious So State It. It’s not only because some people who are likely to read your copy are going to be of less than average intelligence; it’s also because so many of us are so rushed off our feet and multi-tasking and getting distracted by so much that is going on around us that often, we just don’t see what’s obvious. So If It’s Obvious – It Usually Needs Stating!

That’s my view anyway.