Look at that empty space opposite. It's the place where the designer's job stops and ours starts. They've given us a rough word count, and there's a ton of other stuff in the brief, but right now we're thinking of how to make it talk.

We're seeking efficiency of language, inviting headings; asking ourselves whether a little humour would be out of place. Because we're editors as well as writers, we know all about distilling copy.

Oh ... let's just leave it blank.