Maxim Ilyakhov and Lyudmila Sarycheva use specific examples to show what is good and what is bad in information, advertising, journalistic and journalistic texts. How to write letters that will be answered and newsletters that will not be unsubscribed. How to create effective and non-vulgar advertisements. How to express thoughts briefly, clearly and convincingly: without linguistic garbage, falsehood and cliches. By following the recommendations in the book, you will learn to write clearly, captivate readers and achieve trust. This is a must-read book for copywriters, authors and editors, as well as designers, programmers, managers, entrepreneurs, executives, employees and anyone who uses text in their work.