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Rich has two decades
of writing under his belt.
(Unfortunately it fights
for space with a love of
good food and drink.
Poor belt.)
Over that time,
he's written a little
about a lot.
And a lot about a little.
For the most part,
it's been advertising;
tv scripts, radio ads,
newspaper ads, billboards,
magazine ads,
and the like.
Sometimes it's been
packaging, or direct mail,
then there are emails,
a whole host of manifestos,
web copy (like this)
a smattering of blogs
and a wee bit of journalism.
All of that
has taught him to be quick,
accurate and
not to waste any
reader's time.
But being succinct
doesn't have to be terse.
Clever writing can be
much more interesting
than verbose literary gymnastics.
And much more effective.
It packs in more information.
With more of a punch.
So if you need some words,
hard-working ones
that won't mess you around,
put away that thesaurus.
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