Sharp copywriting is central to all forms of advertising, brochure and newspaper production. And the good writer must be able to vary style and presentation to match the task in hand. Again, an in-depth knowledge of the client’s products and services is paramount. One has to understand the dynamics of carbon spar technology and manufacture before presenting the data in language that is clear and concise but does not insult the reader's intelligence with its simplicity. It also has to be a pleasure to read: free-flowing, to the point, unambiguous, stylish.