copywriter
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Empathy and blagging
When I have taught writing, I have often stressed the importance of empathy. First comes the notion of empathising with the reader. What is it they want to get out of your communication. Facts? Entertainment? And if you are writing some sort of DM how can you make the experience of reading easy, and responding…
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stand back – there’s still a pulse!
Day three of working on an immense website to do with cholesterol. I have spent a huge amount of time this year getting my head together with designers to create animations, writing scripts for possible video content with an interactive film maker, driving with strategists the overall messaging, not to mention planning the structure of…
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source material
I have a friend who is fond of saying that success happens when preparation meets opportunity. As someone who makes a living from writing, part of my preparation is never to leave home without taking a Moleskine notebook and my Panasonic DMC-LX1 camera tucked into my tatty manbag. So I can scribble things down whenever…
Peter Kenny: a writer's notebook 