Why we should all be singing Ira’s praises

Jeremy Bullmore

Few people have the talent to write persuasively, but everybody in management, marketing and sales thinks they can, and thus that they do not need to hire professional copywriters.

Why we should all be singing Ira's praises

Jeremy Bullmore

What was Gershwin's first name? Ask your friends and colleagues. Some will say they don't know and others will say George. A few will say, which Gershwin? And none will say Ira.

Yet it was Ira who wrote:

It ain't necessarily soDe t'ings dat yo' liable to read in de BibleIt ain't necessarily so.

Eighteen words, four of them repeated, of wit, compression and wisdom; and meticulously crafted to meet the predetermined discipline of a melody. Ira also wrote several hundred other lyrics of comparable brilliance – mostly...

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