Writing tips
Tips and science behind copywriting for Christmas cracker jokes
The groan-inducing cracker joke is a festive staple. If it’s not bad, it’s not doing the job. Here’s how to write your own.
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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.
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Look for emotions not flavours from a food packaging copywriter
‘Delicious’ is your opinion. If you want a customer to drop your food product in their basket, reach out to their emotions.
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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.
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Coin your own dictionary definitions
Crowd-sourced dictionaries may be fun, but are they helpful to copywriters? Probably not.
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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?
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Copywriting head cases: title case and other headline styles
Title case … sentence case … all caps … there are plenty of ways to set your titles. Some are easier to read, and some look a shade more elegant. Here’s my guide to the best and the worst.
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Collective nouns: singular or plural?
‘The band is in full swing’ or ‘the band are in full swing’? ‘The band is drinking coffee’ or ‘the band are drinking coffee’? I look at some of those tricky questions of plurality.
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