Paul White

In my experience (over 30 years) there is simply too much mediocre writing in business, and too many people and companies are prepared to aspire only to the acceptable. I don’t find that acceptable.

 

I believe copy for any medium should always create an argument in favour of something – a brand, a product, an experience. To do that, it needs evidence, examples and specifics. Not buzzwords, cliché, jargon or too many adjectives.

 

If it’s not creating an argument, it’s not copywriting. It’s word processing. Leave that to Microsoft.

 

Experience, and some very fine colleagues, have taught me that people only read writing that interests them, writing that respects their intelligence, writing that reads as if it’s written by a real human being who knows what they are talking about and who cares about it.