When writing copy, it’s always a good idea to take a step away from the work for a few minutes and then come back fresh. Writing up a storm, it’s all too easy to get too close to the work and lose track of the effectiveness of the whole. Stepping back gives your mind a chance to reboot, as it were, and allow you to see the forest that was blocked by all those pesky trees.

My personal rule of thumb is a cup of coffee following every couple pages of writing. Stepping away from my desk, brewing a cup, and then returning is enough of a pause to kick me out of focusing on a sentence or phrase and allow me to see the work as a whole. When the work is of particular importance, a little stroll down to the café for a latte is likely in order. The cup of coffee rule has always given me the chance to reflect on my writing keep things focused.

Of course, where the cup of coffee rule falls apart is when it’s far too late for any further caffination and I’m posting to the blog; as yesterday’s penchant for the phrase ‘take it upon themselves’ demonstrates.