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It’s amaz­ing how often I hear some­thing to the effect of “No one reads copy these days.” Now, of course, being a pro­fes­sional B2B copy­writer by trade, you might expect me to have a hang up about copy. I also encounter the related belief that we are all writ­ers. I write. You write. It’s stuff we all learnt at school. How hard can it be?

Today, it’s all about the pictures

We are a more visual cul­ture than ever before. Each of us spends seri­ous qual­ity time in front of one screen or another every sin­gle day. Over the years, adver­tis­ing has become more visual and less wordy. Online video is still grow­ing expo­nen­tially. And mil­lions of peo­ple restrict their thoughts to bursts of 140 char­ac­ters or less.

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Sorry for the lack of posts lately – a com­bi­na­tion of a quick jaunt to Corn­wall (to con­duct a thor­ough sur­vey of beaches in the pour­ing rain), pitch­ing for some rather lovely new clients (you know who you are – wel­come aboard) and an ongo­ing moun­tain of work.

In com­mon with many oth­ers, my first morn­ing back was spent delet­ing emails. It’s not like it was all spam – our spam pro­tec­tion is pretty good. It was just stuff for the most part – although stuff with a cou­ple of ‘must read’ mails hid­den in the mid­dle some­where. Deal­ing effec­tively with email (and stuff in gen­eral) is quickly becom­ing a must-have skill (and sadly not one I seem to pos­sess).

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