A lesson in less – why a copywriter should never do too much

‘There’s more than one way to skin a cat’ is one of those strange, unpleasant sayings that feels increasingly uncomfortable to drop into a modern conversation. Far removed from the days when actually skinning a cat was as normal a practice as blithely trepanning demons out of one’s skull, most modern citizens are more likely to support the public hanging of an obnoxious X-Factor contestant than to tamper with Tiddles. 
But however disagreeable (and vividly sinewy) th