The Magic Camel says: don’t put your message in a bottle. Who knows where it will land up? The marksman on the rifle range sets his sights securely on the centre of the target. In a similar vein, your writing should be aimed firmly and squarely at your target audience. Let your reader discover and relish the magic of your words, luring them to respond to your message in a positive, constructive, and understanding manner. In this way, your relationship with your audience becomes a two-way avenue. Your writing becomes a gateway to a two-way communication highway.
The Magic Camel takes copywriting much further than its conventional definition, which refers mainly to writing copy for advertising or publicity purposes. Copy-editing, on the other hand, is a different art form. Copy-editing ensures that a manuscript conveys its intended meaning, resulting in a well-written, consistently styled, error-free text – crisp, clear, concise, contextually accurate.
The Magic Camel knows how to edit copy: dealing meticulously with obvious and not so obvious errors, but remaining sensitive and careful not to rewrite your copy to the extent that it becomes that of another. Clarity, accuracy, and understanding must be the outcome, but always with respect for your style.
To catch a glimpse of the way we approach and do our writing, take a look at our Good_Tidings write-up.
“That fairy kind of writing that depends only on the force of imagination …” (John Dryden, from King Arthur, 1691).
