By Andrew Boulton

What are the common critiques you tend to receive for your copy? It’s not punchy enough? It’s been done before? It contained a cunning anagram for ‘Your mum smells like a wet spoon’?

Or is it this particular favourite: I had to read it twice.

Typically this piece of feedback implies that the phrasing isn’t especially natural, or that the structure of the message has been overcomplicated. Both legitimate concerns.

But a lot of the time it can relate to a piece of copy that simply bears re-reading. And for some reason, to some clients, this is unpardonable.

I disagree. Read full story ›

Source: The Drum