Recently, I came across a video on AdPulp which elegantly demonstrates the power of words. Copywriting is something that far too many take for granted. Clients often choose to write their own rather than turning it over to a professional. Maybe it's a budgetary decision. Or, perhaps they feel that they will be better suited to draft the copy due to their intimate understanding of their product or service. Trained copywriters and advertising professionals have spent years honing their craft and possess the skills necessary to select the perfect words to capture attention, engage the reader, and ultimately persuade them to take action on your message.

Does anyone ever read their car manuals? I don’t. Maybe we should. Here are some choice excerpts from recent years:

The Azera's manual advises, "Never let passengers ride in the trunk."

Mercedes warns to "be careful that you do not close the hood on anyone."

Mini's cupholder carries a symbol warning you not to insert a wineglass.

Lexus states, "Do not drive if you are unfamiliar with the location of the brake and accelerator pedals."

Hyundai Santa Fe warns, "Do not allow passengers to fold up and down and up the seatbacks and seat cushion while the car is moving."

Toyota FJ Cruiser comes with a 115-volt outlet, but warns, "To prevent any damage caused by heat, do not use any electrical appliances, such as toasters, in any locations including ... the seats."

Ford warns to "not use the navigation system to locate emergency services."

Nissan Murano warns, "Do not fold down the rear seats when occupants are in the rear seat area."

Nissan warns that its Intelligent Key system won't start the car "if you have an Intelligent Key for another vehicle with you."

Mercedes-Benz issues a warning, "Do not pull the (hood) release lever while the vehicle is in motion."

Nissan suggests that "the cupholder should not be used while driving, so full attention may be given to vehicle operation."

The Dodge Nitro's manual helpfully explains that "the backup lights will come on when your vehicle is in reverse."

—Lisa