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On Message by Theo Theobald

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Chapter Thirteen

How to write better copy

What do you think makes a great writer? Someone with a mastery of the language, a gift for storytelling, wit and insight, an amazing vocabulary and classical education. In some cases all this is true, but when it comes to writing for modern media the skill set is much more about common sense.

The kind of writing we’re involved with requires an ability to get along with people, sufficient language skills to outline our ideas clearly and quickly, the odd good idea and the confidence to say, ‘I’ve done my best, so here it is’.

Never let yourself be intimidated by other people when it comes to your writing. It is purely and simply an expression of who we are and if there are some who don’t like it, that’s ...

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