Are your customers young or old? Do they understand complexity, or need to be guided through the tricky stuff? Should you try to sell them something, or stand close and speak softly, flattering them? Do you need to amuse, provoke, educate, entice or just reassure? And that's just the start. Most people can't stop talking about what they're selling, which is usually a big mistake. Knowing what to leave out can be as important as what you write.

And what about originality, a conceptual twist? You might feel safer using the same language as your competitors, but if you sound just like them, who's to say you're not actually just the same? From the expertise we offer, your copy will gain clarity, creativity and a distinctive, conceptual edge.