Dispatch from an advertising future #153

https://www.campaignlive.co.uk/article/write-people-talk/1700782

I am brought in to write like they talk. If our messages are to be understood, the thinking goes, they need to sound like all the other conversations going on, all the other communications circulating, all the other voices online. I’m one of them so I know how to talk and write so it always comes across as normal and natural. I know how to blend in. It’s not an easy job. Those forms of language change all the time and I have to learn. And I learn fast: in a world of machines talking to machines you need me.