In the craft of copywriting, empathy is all.

It’s a fine line between creative writing (self-expression) and strategic writing (other-regarding). In this job called “copywriting”, we are having a dialogue with a particular person. Our aim — turning a scanner into a reader. As social researcher Hugh Mackay says, “you’ve got to put yourself in their shoes”. And to paraphrase singer/ songwriter, Joe South, walk a mile in them shoes.