I read this clever article a while ago about treading the fine line between creative copywriting and using correct grammar and punctuation. It made me realise that my two specialties – copywriting and editing – are sometimes in complete conflict with each other.

I have to pop on the ‘right hat’ to meet the particular needs of each project. When writing a creative ad, blog or social post, I need to let the words flow rather than being distracted by prescriptive grammar and punctuation guidance. When editing or proofreading, I use a strict list of rules to ensure consistency, accuracy and readability. Glasses on, red pen at the ready.

Which hat?

No matter the project, each job comes back to the purpose, the audience and the client’s brief. Once I understand these, I have to pose a few other questions to find the balance and put on the ‘right hat’:

• Is the piece to ‘sell’ or to ‘inform’ or both?
• Does the tone of voice reflect the organisation/writer?
• Will incorrect grammar and/or inconsistencies distract the reader?
• Where will it be released – on the web, socials or in print?
• What has been released to this audience before? How does this piece compare?
• Have you or your client made an assumption about the reader’s knowledge of the topic? How complex is it?

Creative and clear

Writing can be creative and clear – and it should be. All writing and editing requires a level of subjectivity and judgement.Thankfully, most communicators aim to write in plain language these days. And when they don’t, that’s when I step in.