Copy: good and bad

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.

Research tips for copywriters
Don’t apologise – you’ve done nothing wrong
Alliterative alimentation alleviates allegory
Did you know (you’re wasting your readers’ time)?
Why be one of the crowd when you could be unique?

Copy: good and bad

Alliterative alimentation alleviates allegory

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

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