Flipping through a magazine yesterday, I ran across an intro letter that included a big, bold, colored line in all caps:
IT IS SUPPOSED TO BE FUN.
If you want your publication to be fun, then by all means, make it fun. Make every page so fun that people can't help but notice the fun -- all on their own -- without being told.
Because then the fun you create belongs to the reader who discovers it, not to you. And that's where connection and loyalty really starts -- when people make your work a part of their world.
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