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Copywriting, consistency and why anyone cares

from The Drum

Despite its inherently unadventurous nature, consistency is a dirty big part of the copywriter's world. We've all had jobs where we trudge agonizingly through a document – capitalizing this but not that, trading hyphens for dashes, scrubbing out full stops with our own acerbic tears. And for what? Would a customer spot that we had accidentally used full stops on some bullet points and not on others? The reason why consistency is so ground into a copywriter's role is simple and rather stern. Customers may not notice the little differences, but clients certainly do. more

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