Copy: good and bad

What can we learn from copywriting for Bristol Life?

Even media-savvy people can be herded into predictability. It’s time to break out of your copywriting straitjacket.

Honest copywriting is the antidote to lies and boastfulness

Don’t tell your audience what to think about you, help them make up their own minds. That’s a much more powerful result.

No more confusing instructions – call in a freelance copywriter

Confusing or ambiguous instructions are an annoying time-waster. Maybe you need a proper writer to put things right.

Don’t aplogise – you’ve done nothing wrong

Had enough of corporate insincerity? People want helpful customer service not endless apologies for the minor things that go wrong.

Alliterative alimentation alleviates allegory

Holland & Barrett is selling Perky Pecans, Happy Hazelnuts, and Cherished Cranberries. But where are the brand truths in a copy scheme driven by alliteration?

Did you know (you’re wasting your readers’ time)?

Those innocuous ‘Did you know?’ snippets are corporate time-wasters. If the point needs to be made, spell it out. If not, cut it out.

Why be one of the crowd when you could be unique?

It’s easy to be vague and boastful – to be ‘one of’ the leading brands in your sector. But who wants to be ordinary when they could be magnificent?