Month: July 2008

Clarity vs. Creativity

I’ve been thinking a lot lately about the value of creativity versus clarity. Let me explain. Many a brief starts with a request for a creative solution to a communications problem, which is often a lack of interest in what the client is selling. It’s not appealing enough, everyone says. What we need is a

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Prune your clauses

Once I’ve established a tone and voice for a client in new marketing materials and collateral, it’s time to bring existing documents in line with the new writing style. So I’m often asked to rewrite documents drafted in English by non-English speakers, mainly French ones. It’s easy to spot copy that’s been written in English,

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