By Andrew Boulton

It’s not big lols, but getting your style right is a massive part of good copywriting.

Consistency is a load of old nobs. Does consistency help you win a fistfight with a furious manatee? It does not. Does consistency help you grow the kind of beard that could put four strong men in an unbreakable headlock? Not in the slightest.

Sadly though, despite its inherently unadventurous nature, consistency is a dirty big part of the copywriter’s world. We’ve all had jobs where we trudge agonisingly through a document – capitalising this but not that, trading hyphens for dashes, scrubbing out full stops Read full story ›

Source: The Drum