How I Write
Some copywriters write like this.
They leave gaps between lines as though they're in a school poetry competition.
Standard practice, you might think.
And every other sentence begins with 'and'.
It can be jarring and quite irritating to read. There's a smug tone to it that has its place, but as a consumer, it's likely to put me off, unless flawlessly executed.
There is a thin line between effective, human copy and writing that's patronising and overtly masculine.
I pride myself on being able to identify the right writing for the right reader.
In the words of David Ogilvy, one of history's greatest ad men:
“When Aeschines spoke they said, ‘How well he speaks.’
But when Demosthenes spoke, they said ‘Let us march against Philip.’”