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Read Me by Gyles Lingwood, Roger Horberry

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Lesson Nine:

Bringing It All Together

Worked examples that put our ideas to work

Combining all the things we’ve talked about is the key to really improving your writing.

We’ve covered a lot of ground, so let’s put some of our ideas into practice with three worked examples that focus on writing for digital, brand storytelling, and packaging copy.

We’ve picked these particular projects, not because they’re super-sexy or hyper-slick but because they’re the sort of thing brand copywriters do everyday. Nor have we exhaustively explained every choice or decision; by necessity, what follows focuses on just a part of each project. Our aim is to give ...

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