By Andrew Boulton

At the end of an efficient, objective and utterly ruthless copy edit, most writers should be ankle deep in the dismembered gore of their prettiest, yet least productive, phrases. The need to ‘Kill your darlings’ in copywriting is a subject we’ve skidded across in these pages before – but what if there were a copywriting technique that demanded something quite different?

What if, instead of wildly butchering our pithiest follies, we were to resuscitate the wording we had buried long ago?

Copywriters, a lot like humans, are capricious and deeply arbitrary beats. As such, there are certain words, turns of Read full story ›

Source: The Drum