Everything is Copy

Articles, books, video scripts, emails, ads, sales letters, standard procedures – Everything in business requires the ability to write clearly and/or persuasively.

In the space of two days I’ve heard this concept from two completely unrelated sources — Moazzam Kamran and Ray Edwards. I figure there’s something to it.

While a landscape photographer may point out that her product requires zero words, writing well is still an important part of her business, unless she somehow gets by without email.

And most of us fail at email.

Writing well means writing to be understood.

Being understood means writing clearly.

Writing clearly means you don’t try to sound clever.

And writing persuasively starts with empathising with the reader.

Everyone, therefore, should learn to write better. Myself included.

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