Remember those days in school when your teacher would call you to her table and demand that you read your own handwriting and you’d read it all without a hitch and leave her hyperventilating? I liked those days.

But anyway, I was repeatedly told to do two things when writing:

1. Write legibly
2. Double-check

And for good reason too.

Writing legibly can, on occasion, be very important. This is especially true when it comes to the letter “b”. Notice the vertical line and how it’s flushed with the base of the curve? There’s a reason for that – it distinguishes the letter “b” from the letter “p”. And why is this important?

So that a phrase like “expanding business opportunities” doesn’t become “expanding pusiness opportunities”.

A few millimeters separate a perfectly decent money-making project from pimping.

But that’s just one example. I can’t remember anymore now.

Then there’s double-checking.

After all, you don’t wanna proclaim that your client provides solutions that will “asses your needs”.

Nor (and this is something I found in a Coke brief) do you want to tell your poor innocent creatives that you want a campaign that will convey that “there’s nothing more refreshing than an ice-cold glass of Come”.