One thing that always frustrates me as a copywriter is clients trying to rewrite conversational copy.
One man who probably doesn't do this is Richard Branson.
Why, I hear you ask.
Just take a look at this gem from his 10 Questions piece for Time magazine:
Q - Has your dyslexia hindered you in the business world?
Strangely, I think my dyslexia has helped. When I launch a new company, I need to understand the advertising. If I can understand it, then I believe anybody can. Virgin speaks in normal language instead of using phrases that nobody understands, like 'financial-service industry'.
Pic courtesy Gaping Void.