The writer's secret Tuesday May 5, 2009
Is it really almost six years? In that time I’ve written copy on everything from luxury cakes, to two way radio, to carbon capture and storage (sounds like one of the more intriguing Radio Four plays). Lots of good things go into creating copy that works for business. But just one secret ingredient brings it all together.
So what is that secret? It’s not appealing, jargon-free writing – though that’s important. It isn’t a direct, friendly tone or an interesting story. It’s not even about turning your message around so people see how you can help them. And no – it’s not giving your business a clear, credible voice that does credit to your great looking brochure or website.
All those things go into the mix. But it’s the difference that really does it. When I write, I communicate what makes your business distinctive and special. So people remember you.
The writer’s secret ingredient is you.
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