Man goes to the Doctor and says, “Doctor, when I lift my right arm, it really hurts.”

Doctor says, “Well stop doing it then.”

Man goes to the Copywriter and says, “Mychael, when I start writing about myself, I write like someone I hardly even recognise!”

Mychael says, “Well stop doing it then.”

This weird, invisible transition from ‘me’ to ‘posh me’ or ‘professional me’ (whatever that means) when we start writing – is rife in business. It does two things:

  1. Introduces the world to someone that doesn’t actually exist.
  2. Makes you sound like everyone else.

So stop it.

Give me a shout if you want to talk about it.

I know it’s (weirdly) hard.

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