opportunity 143 of 150 In 25 years in business, and in particular the communication business, I have employed maybe 200 graduates, less than 5 of whom could write a coherent sentence, let alone a media release or advert. In that same 25 years, I have come across many hundreds of business people who considered themselves […]

opportunity 143 of 150 In 25 years in business, and in particular the communication business, I have employed maybe 200 graduates, less than 5 of whom could write a coherent sentence, let alone a media release or advert. In that same 25 years, I have come across many hundreds of business people who considered themselves to be good writers. Many were no better than the graduates, and most were poor. I may well be living proof that few business people write as well as they think they do. In my experience, most business people say in 100 words, what a good writer might say in 25, say much more than anyone will read and, all too often, use words they just should not use. It is the last point I will address here. While copywriters are inclined to obsess over getting the words just right, and may on occasion read…