Our job is to make sure that the voice matches the message.
Copy that has been written on a word document looks completely different to copy, typeset, on an advert. Your copywriter only knows what they’re really working with once they’ve seen the words applied to the creative.
Copywriters can proofread, but they are not proofreaders. They actually pay people for that, you know. Have you ever written 40,000 words in a day? After word 35,587 — your eyesight has become a bit hazy, words have started to discombobulate on the screen, and you find yourself double-checking simple words you’ve known since you were six years old.
By Clare Barry. Read the full post on Medium.