Copy: good and bad
Can’t tell a horn from a hoi or a caret from a circumflex? Here’s a beginner’s guide to those confusing hooks, strokes, and squiggles.
Marketers continue to peddle solutions to undefined problems. Here’s a fresh reminder of why you should strike the word from your copy.
Even media-savvy people can be herded into predictability. It’s time to break out of your copywriting straitjacket.
Don’t tell your audience what to think about you, help them make up their own minds. That’s a much more powerful result.
Confusing or ambiguous instructions are an annoying time-waster. Maybe you need a proper writer to put things right.
Had enough of corporate insincerity? People want helpful customer service not endless apologies for the minor things that go wrong.
Holland & Barrett is selling Perky Pecans, Happy Hazelnuts, and Cherished Cranberries. But where are the brand truths in a copy scheme driven by alliteration?
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.
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?