I didn’t write yesterday because I spent a good part of the day chasing up leads for a new car.

Buying a car takes a lot of thought. Aesthetics, reliability and character need to be in abundance for me to even think about exchanging monies.

My adventures took me to a small coastal town, and as is common when you’re near the seaside, I indulged in a traditional dish of chips. Simple, honest food with a dash of ketchup, a spatter of vinegar and a generous dollop of Ketchup.

Sadly it was ketchup from one of those sachets which require you to have a degree in engineering to even open them.

It was while I sat there that I saw something of beauty. It was an advert for kebabs. Now, I don’t really eat them myself so initially I disregarded it.

But, then my attention was drawn back. I realised that it was a near perfect advertisement.

The language was clipped and easy to follow. The picture caught the eye. The benefits were clear.

I could even overlook the lack of punctuation as it was just so easy to read. Sometimes it doesn’t take a writing degree to write some good copy in order to flog something.

It knows the target audience – speaks directly to them, and sells the product. No bullshit, no being too clever and no glossy language.

The art of cutting out the bullshit and getting to the point is in danger. I’m all for pretty prose and slick sentences, but sometimes you don’t need either.