Writing tips

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.

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.

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.

Coin your own dictionary definitions

Crowd-sourced dictionaries may be fun, but are they helpful to copywriters? Probably not.

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?

All the 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.

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.