A big city ad agency copywriter travelled to work by the same route every day - and each morning he passed a blind beggar sitting on the pavement. In front of the beggar was a sign that read: 'I am blind.' Next to the sign was an old tin can that was, almost invariably, empty of coins.
The copywriter felt sorry for the blind beggar and resolved to help him; so one bright blue April morning when newly blooming flowers were a cascade of colour and trees were unfurling their fresh green leaves to the sun, he made his move.Unbeknown to the blind man, the copywriter took out his pen and added just four words to the beggar's sign.
The copywriter felt sorry for the blind beggar and resolved to help him; so one bright blue April morning when newly blooming flowers were a cascade of colour and trees were unfurling their fresh green leaves to the sun, he made his move.Unbeknown to the blind man, the copywriter took out his pen and added just four words to the beggar's sign.
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There was once a wise and ancient man who lived in an Indian village, where he carved the most exquisite wooden elephants. Each was exactly the same as the last in every perfect detail, and people came from miles around to buy his wonderful carvings. And so it is with copywriting. Lard the copy with too many top-heavy adjectives and it becomes ungainly, unsubtle and galumphing - like an ill-executed wooden pachyderm.
Whatever your requirements - from consumer, B2B or technical copywriting to a website or editorial for a magazine, I'd be delighted to help you. And if you want additional Art Direction, Web or Production & Print support, I know plenty of skilled fellow professionals; so I can put together a team that can undertake any project, with none of the overheads you'd be paying for if you employed an advertising agency to do exactly the same job.
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