Most of what I write is mediocre.
For reasons I don’t fully comprehend, I always think that first draft is brilliant and must be published immediately.
Revisit it the following day, however, and I can see the unfortunate truth: average.
I used to find this deflating. I now understand this insight is what makes a copywriter.
It’s what forces a professional to scrutinise each syllable in search of a way to beat the ordinary out of every line. Even if that means starting again.
The job is to say ‘no’ until the most succinct, engaging and memorable way to tell the story presents itself.
No.
One word, two letters.
Maybe it’s time one of us said yes.
