And...

When it came to thinking up ideas for a self-promotional mailer, freelance copywriter Mike Reed decided to focus on what he'd found to be his biggest bugbear in copywriting: the use of 'and' to begin a sentence. This apparently tiny detail was nevertheless the single most common issue clients raised about his copy. So Mike decided to use his mailer as a sledgehammer to crack this especially tough old chestnut. Marshalling an army of authorities, from Kingsley Amis to H W Fowler, he collected a string of quotations dispelling the myth about 'and'. Then 300million created the nifty mechanism of a booklet that opened and opened and opened. And opened. And opened.