I was barely awake when a frantic text alerted
me to the attachment’s imminent arrival in my inbox.
I extracted the doc. It was worse than I
feared. The image no longer matched up with the headline. And the insertion of
a bluntly protruding sentence had torn open the flow of my argument.
And what’s more, down below the fold, the
url had grown an extra 15 letters.
I glanced at the clock at the top of the
screen. I had just minutes to stitch it all back together.
The copy looked like the quickest fix. I
grabbed for a conjunction that would close the hole. I typed in my first
attempt. No! It clashed with the very next sentence.
Mouse flying, I opened Word’s Thesaurus,
scrolled feverishly through the alternatives, nothing suitable. Typical. Going
back to the copy, I dissected the new sentence and grafted each half in a new
position. Now, with the help of a conjunctival clause… sutured and stitched!
On to the CTA, nothing for it but some
swift amputation. I blocked off the offending part and clicked delete. The
client would simply have to deal with the bad news and arrange a page redirect.
Just five minutes left. Back to the
headline. How best to deal with it? Bring the headline into alignment with the
image? No. Too obvious. Something more lateral was indicated. I had a flash of inspiration - an injection of wry humour. I inserted the solution, saved the document, and sent it on its way.
Seconds later, the client responded
positively. I tore off my gown and headed for the shower.
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