Cutting edge?

I was copywriter-in-residence with a client today, putting together a trade site for a new retail development. The site looks great (nice one, David), and we really went to town on the copy.

This is unusual in trade sites. Most play it dull - and I reckon dull is dangerous. In fact, the safest way to approach anything creative is to take risks. That way, you stand a chance of surprising and delighting your audience.

But let's be honest, the real tests will be:

1. Will the client buy it?
2. Will the copy work

I'll let you know.