“Would it be easier for your copywriters if our team writes a first draft?”
That’s a great question—and one that I hear all the time. When it comes to writing content or copy for your business, it makes sense that your marketing team would want to deliver a first draft: after all, you know the subject matter best.

A rousing intro. A brilliant argument. A thundering close. These are fun to write, and often fascinating to read. But do you need them—any of them—to win over a b2b reader on a website, in a byline, on a one-sheet?

Commas. Those inky flourishes that have been helping readers catch their breath—and catch a writer’s meaning—for centuries.
They’re becoming, in a word, scarce. The Comma-pocaplyse has been secretly murdering commas by the dozen. Defenseless, discarded, lifeless: these cute little curls are mired in the sand, drowning in the sea, left gasping from a mysterious plague of non-use.