Every. Single. One.
As you may know, I started my copywriting career in the catalogue industry, where every inch of space cost money, and each word had to battle for its place on the page.
(Yes, I said ‘inch’. Because that’s how old I am.)
Here are some thoughts about just one word.
A job ad for a manager might well include a request for ‘strong leadership skills’.
At a time when gender equality is back at the top of the agenda (and rightly so), the problem is that the word ‘strong’ can be perceived as a male word, and so filter out female applicants. Continue Reading →