My business as a copywriter is about perception and understanding. So I need to put myself into the heads of different people, try and think the way they do. This is because when they read what I write, I need them to hear what I say. The difficulty of course is people so often see things in very  different ways. Take Holmes and Watson who’re spending a few nights camping in the Lake District.

It’s past midnight when Holmes says, “Watson, tell me what you see”

Watson replies, “I look up and see the infinity of the sky,  the clarity of the crescent moon, and a million points of light as the stars shine coldly down upon us. What do you see Holmes?

Holmes says, “I see somebody’s stolen our bloody tent!”

So there you go, one set of circumstances, different interpretations. When you’re getting a business message across you have to be certain they’re getting the message, not missing the point? 

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