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The why behind the latter is really and truly suspect.
It's the why behind your brand.
Consider the "why" behind making the change.
It gives the "why" behind them.
They want know the why behind things.
Mission is the why behind your stories.
It's easy to forget the humanity behind the messaging.
But the power of the message behind the trip can't be denied.
Why would a person reading a beef ad think Uncle Sam was trying to make him eat more steak?7 Given the circumstances, it is hard to see why anyone would suspect the Government was behind the message unless the message came out and said so.
Acknowledge any difficult feelings, like frustration, behind the message.
But could there be something helpful behind the message?
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com