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What’s the Difference

In life, no-one communicates with everyone the same way. We don’t talk to five year olds like we speak with fifty year olds. We don’t chat with tradies in the same way we’d converse with a cabinet minister. To engage our audience and get our message across effectively, we tailor our approach, our tone and our language.

That sounds pretty obvious. Yet how often have you seen or heard something that sounded a bit …‘one-size-fits-all’? It just doesn’t ring true.

When I create concepts and scripts, I’m a copywriting chameleon. I’ll ask you who you’re talking to, what you’re trying to say, the result you’d like to achieve. Then I’ll tailor my writing with all that in mind, as well as the media being used.

It makes perfect sense, and it’s a key part of the craft of writing for results. Yet it’s not as common as you might think. If you can see the value in the thinking that drives my writing, it looks like we’re on the same page.