Keep it short, shorty

I tend to be a bit wordy when it comes to writing copy; a teacher once said my copy in an essay was ‘too flowery’. I’m always going to be about those word flowers and the heady fragrance they create when you read them. Swoon! But one thing I’m loving about this year’s client work is that the briefs are calling for short, punchy copy. I’m learning about restraint, tightening copy for specific brand tones and going for impact with clear call-to-actions. There’s no time for messing about with long, decorative story in 2020; but that doesn’t mean it can’t be interesting and atmospheric. It just takes a little extra thought to keep it short. 🥊

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